Guidance: Many distributor agents'brands, often second-and third-tier ones, are limited to the strength and scale of enterprises, and often can not afford more expenses to promote sales. In view of this situation, distributors have to think of some ways on their own. In fact, dealers can overcome the shortcomings of insufficient expenses by promoting their own sales and adhering to the principle of "two high and two difference".
Distributors in the gift industry should know that promotion, as a booster for products to enter the market, plays a decisive role in marketing 4P strategy. Therefore, this also requires that distributors should learn to spend small money and do big things to plan promotional activities, only in this way can they get a larger market share.
1. Promotion should adhere to the principle of "two highs and two differences"
Many distributor agents'brands are often second-and third-tier brands. Limited to the strength and scale of enterprises, they often can not afford more expenses to promote sales. In view of this situation, distributors have to think of some ways on their own. In fact, dealers can overcome the shortcomings of insufficient expenses by promoting their own sales and adhering to the principle of "two high and two difference".
The so-called "difference between high and low" means "product differentiation, high price, high promotion and promotion differentiation". That is to say, distributors should insist on differentiation when choosing products, because they are differentiated products, so they can adopt high-price strategy; because of high prices, there will be greater operating space; because there is space, so they can often do various forms of promotional activities. But if the distributor wants to make the promotional activities work well, he has to differentiate the promotional activities in the end.
Adhering to this principle, distributors can operate their own promotional activities independently and keep the market active without much support from manufacturers. Of course, this model also has a premise, that is, manufacturers must allow distributors to re-price, which is also the distributors must strive for a basic authority.
2. Promotion should be systematic and always new
Many distributors in the promotion activities, due to the influence of manufacturers is too deep, often lack of systematic planning of their own promotion, manufacturers give in, do, do not let go, wait, therefore, lack of long-term consideration of the market. In order to gain the initiative in the current fierce market competition, especially in the promotion battle, distributors must make annual sales promotion plans in the market, and at the same time, these sales promotion plans should be decomposed into quarterly and monthly to ensure the implementation of the promotion.
At the same time, if distributors want to maximize the effect of sales promotion, they must adhere to the principle of "always doing something new". In addition, they should not be too short-sighted in doing sales promotion. They should not wait for competitors to attack or attack them before they use the means of sales promotion to fight against them. In fact, promotion has different positioning, that is, it can impact the market, better cut into the market, also can effectively attack competitors, at the same time, it can also establish brand image, maintain product and brand reputation, loyalty.
Therefore, in order to maintain innovation in sales promotion, competitors should not "chew" other people's "chewed bread", which requires distributors to use differentiated promotions to attract lower channel providers and consumers.