[China Glass Network] Description: Promotional activities are a comprehensive activity, so companies must establish a promotion plan as a whole to effectively achieve the desired promotional goals. When implementing a specific promotion plan, the company must follow the following seven steps to develop an overall promotion plan.
First, determine the target market
The so-called target market is actually the consumer that identifies the product or service. In the potential market, who needs your products and who benefits from using your products, then this part of the people is your target market. Only by identifying potential customers can we adopt more effective promotion methods, communicate with them, and communicate marketing information that is more suitable for them in the communication process.
For example: the world's top brand "McDonald's", at the beginning of their business, put forward a clear goal of "attracting family customers and starting from children." The group of family customers is several times that of a single consumer, and attracting family customers is more profitable than having young people in the restaurant. The patronage of family customers is attributed to those children in the family. In order to win these small customers, "McDonald's" cooperated with some small gifts, and the waiters were also asked to be extraordinarily enthusiastic and thoughtful. This move is very effective, it is not difficult to understand the current "McDonald's" enthusiasm for the "June 1" festival.
Second, determine the promotion target
In general, the promotional goal you want to achieve is that you expect the target market to respond to the promotion, such as motivating them to get shopping coupons and make purchases. If you want to achieve your goal of improving sales by stimulating your customers' shopping desires, then you need to determine your sales methods and methods more accurately. Most people who are just engaged in marketing make the mistake of not being able to accurately determine the goals to be achieved in the promotion. It is natural to expect to increase sales, but for a particular product, you must determine which promotional measures are the best way to achieve this.
For example, in some cases, companies are trying to attract more customers to try out your products, thus expanding sales. At this time, the company can adopt direct marketing means to send promotional emails to customers, and provide preferential conditions for customers who purchase and sell the company's products before, or the way of sales with prizes. Such sales methods can effectively help to achieve expectations. Promotional goal.
Third, determine the promotion information
The so-called promotional information is essentially the text and image design used by enterprises to attract target markets when communicating with the target market. When communicating with the target market, you must show potential customers in the promotional information for a good reason why they should respond to the promotional message you are communicating. What are the big benefits that the products provided by the enterprise can bring to the users? This is the more important content in the promotion information. The McDonald's restaurant not only creates a warm atmosphere for the family, but also a complete set of children's stories, as well as cartoon characters such as the well-known McDonald's Uncle, Burger Theft, Mike Police and Milkshake Elf, all of which have become the protagonists of McDonald's advertising. Popular with children, the culture of McDonald's is spread among the masses with these distinctive characters.
Fourth, choose promotional means
As the sender of the information, you must choose a more effective promotion means to accurately convey the promotional information. Now Guo Ye will analyze the five main promotion methods one by one.
1. Advertising. For advertising on television, magazines, and newspapers, companies must consider three factors: advertising costs, the uniqueness of each media, and the media image.
2. Sales promotion.
There are many ways to promote sales, including prize contests, discount sales, special offer sales, and sample gifts. The way to determine a more effective way to promote sales is to conduct a pilot test beforehand to make a practical test.
3. Public relations. The purpose of planning and implementing public activities is to achieve positive social awareness and strengthen the company's image through free media positive publicity reports.
4. Direct marketing. The purpose of direct marketing is to provide more personal and personalized promotional communication with customers.
Fifth, determine promotion budget <br> <br> determine promotion budget is the usual practice in the estimation of competitor promotional budget of up basis to determine their promotion budget. The purpose of evaluating the competition budget of competitors is to use it as a reference. On this basis, according to the specific situation, make a promotion budget plan suitable for the actual enterprise.
Another more accurate method is to first list the promotion methods used by the company plan, temporarily not considering the money problem, and then list the total budget of all the promotion items according to the charging standards of each item, and according to The actual situation adjusts the plan until you think that the adjusted budget plan is acceptable to your own company.
Sixth, determine the overall promotion plan
When the overall promotion plan is finalized, it is necessary to coordinate and integrate the various promotional tools used in the overall plan from start to finish, which is very important for achieving the desired promotional goals. The development of a detailed implementation plan is a prerequisite for ensuring the smooth implementation of the promotion plan.
7. Assessing sales performance
The purpose of evaluating and adjusting the overall promotion plan is not only to adjust the promotion methods that are not effective, but also to make the overall promotion plan to serve the promotion target more effectively.
Snake Chain Bracelet,Bracelet For Girls,Fancy Chain Bracelet For Girls
Yongli Dasheng Metal Products Co., Ltd. , http://www.szbuckles.com