Promotion types and techniques

Personal selling through sales or sales directly to consumers, they transmit information to introduce products and services knowledge, concern and interest among consumers to promote consumers to buy. This promotion, transfer information is accurate, targeted, timely and accurate feedback, it is inadequate to be, professionals and high costs limit the number. Personnel promotion also includes an invitation to employ experts, consultants to the consumer publicity and marketing activities, including the consumer an objective and exchange of information between each other on the phenomenon caused by the purchase. In addition to personnel promotions, as well as advertising, sales promotion and public relations and other indirect means of promotion. Advertising is one means of newspapers, magazines, radio, television and other media objects to pass information to consumers, it is not time and space constraints, not how much manpower, personnel can make up for promotion are human, range limitations. Sales promotion through a series of measures to stimulate consumer interest and buying behavior, such as sending free samples, price, award sales, cheap packaging. Public relations is through public relations staff to make friends, establish business credit, mediation between businesses and consumers take the initiative to persuade customers to other means of achieving marketing objectives.


Business promotion activities are organized, planned, purposeful overall behavior, not isolated, piecemeal forays, but the combination of a variety of promotional tools for a complete system, with the use of each other, enhance the effect, at the same time, different business Depending on market conditions may be appropriate to choose, each with their marketing promotions.


Marketing techniques says: how to organize marketing plans and distribution of sales time, such as maintaining relationships with existing customers, how to find and identify potential customers, how to say the company's products to the interests of customers, how to write sales letter and memos, how to end a sale but to get new orders, how to analyze the customer's buying motives, how to cope and deal with the difficulties encountered in sales, how to collect customer feedback and competitor intelligence information, how to use the sales tools and equipment, how to pay attention to personal manners and so on. And good understanding of users' difficulties; good at the right time, full of business negotiations; good approach and convince the user to obtain user trust; dare to break through the price barrier, timely quotes, and so on.


There are a variety of specific marketing techniques, but in general can be divided into two parts.


1, consumer-centric marketing


(1) vouchers: vouchers is a commercial unit with advertising or product packaging to give customers a marked price of the certificate, but its value can only be responsible for the vouchers to achieve the specified store. Customers often use shopping vouchers can get a few percent of the price concessions, but another one is holding shopping vouchers after the vouchers can be exchanged for money, "self-liquidating style vouchers", which benefits the proportion becomes greater. The beginning of the nineties, some stores in Beijing to start using vouchers, but nowhere near the size of the U.S. stores so common. Beijing Scitech Plaza on the issue of the "clothing, food, use the" family vouchers, the amount of discount coupon surface was 20 yuan, 10 yuan and 20 yuan.


(2) Additional transactions: Additional transaction is a short-term price approach, the specific approach to the customer in the transaction is paid with a certain number of free commodities. Common business language of this approach is "to buy a few to send a few." Additional transactions are also widely used fast-food restaurants, such as Beijing's "Pizza Hut" Bakery, guests if required stores meal time relatively quiet , the amount depending on the meal, customers can get different free drinks.


(3) Discount: discount that the sale of goods when the price discount, the discount rate is generally from 5% to 50%, margin is too large or too small will cause customers to doubt the authenticity of the psychological marketing activities. Discounts logo to be released in stores, but can also be marked on the watered-down merchandise display locations.


(4) Rebates: no rebates to consumers purchasing goods in the consumer immediately after the implementation, but will take some steps to complete. Rebate is usually a sign attached to the product packaging or printed directly on product packaging, such as rebate signs of alcohol are generally set in the bottle. Consumers buy goods with rebate signs, you need to return this rebate to the manufacturer label, then signed by the manufacturer on the rebate amount by the number of send checks to consumers.


(5) lottery sales: sales awards are the most attractive means of promotion, as consumers, once the jackpot, the value of the prizes are attractive, many consumers are willing to try it risk-free purchase prizes activities. In China, the law of the single-prize lottery sales amount shall not exceed $ 5,000. In addition to ready-to-open prizes, lottery sales in order to improve the credibility, lottery organizers have invited the general supervision of a notary public to draw the scene, and in large circulation newspapers, local lottery results.


(6) Samples: Samples of the meaning of the promotional strategy, including a small gift package of new products and on-site tasting two. Many companies introduce new products when consumers are willing to gift to a small package of products as a means to promote products and stimulate the purchase, if it is food, is simply to please the customer directly to the store to get the taste. P * G presented a large number of companies in Beijing, "Pantene" shampoo samples, in order to enhance consumer awareness of this product.


(7) live demonstration: A live demonstration of promotional methods but also to enable customers to quickly understand the product features and performance, in order to encourage customers to buy the idea. Live demonstration of the Beijing market more and more product categories, there are steam iron, food processing machines, various cleaning tools and health care supplies. Live demonstration of the product by mail can save a lot of introduction of advertising costs and make customers an immersive, be perceptual.


(8) Competition: There are several ways the competition, common knowledge or intelligence and race, most of its contents and sales of products are the company or its product-related issues. Contest prizes are generally kind, but also to free travel to that award. Competition may also have a variety of locations, businesses can sometimes television programs organized by the nature of the game to complete the race on television and released by the company's products to achieve the purpose of publicity business and products.


(9) Gifts: Some companies can take advantage of opportunities and occasions to release the products of our factory as a gift, to improve corporate and product visibility. Of course, sometimes spending only a few funding companies at the exhibition or other occasions, printed on the make payment of the briefcase, pocket, etc. to mention, but this is a very economical way to expand business reputation.


(10) Fair: Fair set merchandise display and sales activities in one, is very popular in recent years as a commercial activity. Trade fair of products sold directly by the manufacturer, its price will be slightly lower than the retail price. As the majority of consumers to participate in trade fairs have the desire to buy cheap goods, so if a higher level of exhibition goods, then the manufacturers can achieve a considerable level of sales.


2, to enterprises and organizations, as the center of the promotional


In addition to manufacturing enterprises in the form of advertising and personal selling to promote sales activities, but also with the use of middlemen in the transaction of business promotion tool. The principal means: commercial discounts, bulk discounts, trade discounts and cost subsidies.


(1) Commercial discounts: If the retail unit cost of coupons issued to the public, then the period of the vouchers, the production company to issue vouchers in retail unit sales of product, to compensate the customer. To avoid disputes, production and sales units in the enterprise business activities are generally discounted in the form of a contract to do to ensure.


(2) Bulk discount: Bulk discount is between manufacturers and middlemen or wholesalers and retailers, according to how much the quantity of goods to buy and give them free of the same goods. For example, a commodity for every purchase of 10 boxes, a box of free gifts that the practice is to bulk discounts. The purpose is to stimulate volume discount brokers to increase purchases.


(3) Commercial Discounts: or between companies and brokers transactions between wholesalers and retailers, but also often use a certain percentage discount on the price, this discount because it is within the discount distribution channels, so called business discount. Commercial discount this approach is based on the price elasticity of demand, that prices fall, demand will increase.


(4) the cost of subsidies: retailers with manufacturers in their marketing activities, sometimes as part of the cost increase, these costs are sometimes spent on advertising, and sometimes spent in the display of goods in the stores, for which manufacturers generally give the middle business part of the subsidies. When the brokers themselves from the manufacturers of the products shipped to the warehouse sales outlets, they can give and receive enterprises the cost of subsidies.