12

NO.31 sales promotions are often not often, and why? No popular brands!

by eight to two principles, one year in the holiday season are mostly produced in, holiday sales accounted for the majority of total sales, according to statistics, the holiday sales of all kinds of goods sold is three times the usual so, or even more. At this time the During the promotion is to sell shoes,

Arguably, the promotion of By the normal laws of the market, a store sales 80% 20% repeat customers rely on to create, and most of the promotions is to attract new customers to spend, and new customers is the long tail customers. Promotions need to establish the brand's popularity, how to inspire more long-tail customers desire to buy that new customers it?

first to choose the right district, Take a look at the city commercial district, next to several famous there must be some small sign in for lining, or that it is feather flock together, the popularity of the street will be sizzling this, let The street became synonymous with prosperity, imagine, if a street alone and a few brand to achieve a small The

The second is the promotion and planning of the arrangements. Festival each year, the topic of promotions are always talking about a year, the brand really can do very little with the times.
Wenzhou shoe

most current promotions, or with more than promotion, and so simple permutations and combinations, some well-known business is no exception, that still has to buy many gifts promotional role, but some shoe in May, National Day,Cheapest Christian Louboutin Shoes, New Year's Day promotions of three almost identical, there is no changes in the integrated use of several means to meet some of the promotional Although the needs of customers, which undoubtedly shows the ability of these enterprises is not enough promotion of innovation.

Wenzhou shoe to buy gifts or promotional purposes at the level of benefits through the material to consolidate the old customers and to achieving the purpose of sales or clearance. Mainly as follows: not a discount, that is, gifts, or cash back promotions, but the cause of promotion should not be underestimated the negative effects of war, we fought over in the homogenization in, follow suit in terms of imitation disguised price cuts, so no wonder some customers quality footwear brand value of the gold content, and then only a popular festival, but not the brand popularity.

of course, there is no lack of efficiency in the footwear industry with a creative holiday promotion success stories:

early as in 2000, to celebrate the commitment to foreign enterprises, where a number ending in The promotion on the market in Zhejiang province caused a rare wave of panic buying shoes, people waiting in long queues to buy shoes, the store was packed in front of all the festival. Through such a plan, from April 29, 2000 to May 1, just three days, the brand's shoes range in Zhejiang province up to 1800 million in sales. Some media said: strong, so that more customers accepted the brand, which became a hit Zhejiang market.

Coincidentally, another well-known shoe from 2006 September 28 to October 7, sections are nothing new, code cash on delivery, all regular priced shoes in the store, you can return leather shoes with the purchase of the same code of cash, such as shoes, buy 40 yards of 40 yuan to send cash, and so on. This would not only cut into the shoes of the features, also led to increased sales, put forward the slogan sounds than direct delivery of cash to some, a lot of customers to meet the psychological needs of novelty and strange.

there Wenzhou shoe concept in health promotion speculation, but also more successful. Selling point in terms of health to create original iconic products, and marketing with the establishment of the patent and other barriers, so that in itself can reduce the spread of many expenses. In addition, modern health more and more attention, holiday promotion, gift strictly necessary, but healthy for a person, what is required, Wenzhou shoe of a speculation on the health concept is notoriously can be said that the establishment of a huge

case: certain footwear health culture through joint promotional

buy XX, get healthy, free health check-ups.

active: May 1 to May 10

promotions: Where XX May store during the regular price (including VIP) at least 280 yuan a pair of shoes were be eligible for gift worth up to 208 yuan XX's Hospital of Integrated Chinese and Western medical card.

Note: If the purchase value of less than 280, the cash supplement will be eligible for this card. Cumulative value not purchase shoes.

combination unit: XX Hospital, Wenzhou City, Wenzhou Shoe Company

certain activities carried out to maximize the consumers understand the health culture of the brand, not only sold shoes and ultimately achieve the objective of brand communication.

course, the popularity of the brand promotions can be based on the actual situation of media to gather momentum in the sales promotion services, but also close to the customer's needs, such as product design , logistics services, etc. takes a speed too on. 3.0

especially online era, the influence of consumer brand has been growing, network marketing is in this context of Elite join in campaign, bombing TV, newspaper software text rendering practices, allow consumers to participate in the interaction between the brand, is also established a popular, this fact is the innovation and convenience.

This is a case in reference to the shoe industry, large enterprises have cooperation with Sina Wenzhou, a well-known shoe, in addition to the image of a continuous transmission line, but also through its more than 3,000 stores network Festival 2006, jointly carried out a series of line promotional activities, consolidating the old customers, expanding the scope of the customer. Small enterprises, such as a network cooperation with the HC shoe, shoes are this year's Christmas promotion in the process, reap the benefits of network marketing, the brand gained popularity because of innovation, and now the companies are forward the development of the acceleration.

holiday promotions, not just look at festivals lively, had to learn to tap the needs of customers in order to This is the shoe of a long-term task of marketing services!

Zheng Jinhui, senior marketing real experts, 2006 China Outstanding innovative professional managers, that: small and medium enterprises to grow, we must break through, and the small cost of planning, innovation and growth, acceleration of development, a large market, is the shortcut to the growth of SMEs, e-mail: cn3steps@126.com

NO.32 promotion is the key to success lay the psychological warfare

promotions only identify target groups, seize their consumption motivation, to make the investment promotion get a reasonable return, and vice versa may outweigh the benefits. Shucu coming on the market promotion of the frequency and heat constantly ascribed. However , if the marketing is difficult to catch the consumer's interest, only half done, and the failure to grasp even the sales target group will be marketing the victims of anti-business. Psychology tells us that change of grasp of consumer psychology is the key to promotion. It is the success of promotions to stimulate consumer along the three psychological processes - attention, interest, motivation to grasp - and sequential expansion. Using means to improve attention

psychologists pointed out that consumers pay attention to the mental activities of certain things to point and focus. Consumers focus on the time, the degree of stimulus intensity, the more the more novel things can cause the attention of consumers, the greater the intensity of stimulation can lead to more consumer concerns, consumers tend to be different things attractive. Promotional activities designed to be as different forms of promotion to attract the attention of consumers. Let's look at an example. Drum Tower commercial promotional activities for the Planning Department is planning brains. We all felt special, gift, road shows , games, sports, draw these traditional forms of marketing to consumers has been the visual and mental fatigue is often a thankless task. was submerged in a sea of ​​marketing. How to plan out a different promotional activities? All the planners are trying to think. the display boards made by check or money look like, so publicity team holding a large sign along the street which to promote our special 'give money' activities? panels decorated the huge 'money', will be able to form a unique , novel landscape, and attract the attention of all passers-by! We are also excited for this idea. Throughout the promotional activities, as they expected, holding a huge People are huge Modern psychology that curiosity is one of the basic motives of human behavior . Jackson State University, Professor Liu Anyan United States has said: different things,Christian Shoes Louboutin, tend to attract attention and stimulate people's curiosity psychology. The story of advertising is the use of planners Everyone has the curiosity to design successful promotional activities.
well-induced mobilization of interest



Although the performance of strange way to attract consumers can shop or booth, but does not guarantee that consumers will become interested in the product. So, how to mobilize consumer's interest? Psychological research shows that when people look at things in general are a core part of them as the object of attention, the other as a secondary factor to be ignored, because people's perception is selective. In general, those bright, unique shape , clean cut, with integrity and easy to understand things more easily attract the viewer. So do promotions, research products targeted to consumers, according to their psychological characteristics of the design performance of marketing techniques, and according to the characteristics of goods on display and the display, make full use of POP, advertising and decorations, and other factors, to sell goods from publicity out of the background to become the target consumer the center of attention. BILLY cowboy wall advertising is a successful example. Screen performance is ad dressed in a pair of jeans BILLY scene playing beautiful people - men, physically strong and moving on her own enchanting girlfriend, just below the screen is full of impact of the advertising slogan your dream!. Countless young couples wait at this stop, they are attracted to warm and the joy of dreams, inspired by a strong desire to buy. In the process of selling the same note about consumer interest. The following example shows how to create a promoter to mobilize emotional surprise interest of consumers. Promoters for consumers, a carpet, said: Then a salesman sermon: a day to spend only 6 cents a gross. To attract consumer interest, we must resolutely put an end to a solo act, as not only boring, but will poor exchange of information. Active-site sales staff in addition to products and promotions to consumers of information, the more important question is the induction of consumers. Once opened the interactive quiz to mark the consumer interest has been aroused. Alignment promotion focus

However, just note the following example,Shoes By Christian Louboutin, only identify the promotion of the target groups, seize their consumption motivation, to make the investment promotion get a reasonable return, and vice versa may outweigh the benefits. The new Ministry of Information Zhujing Li source department has been considering the mall promotions Disadvantages: consumer motivation to grasp more and more difficult, more difficult to delineate the target consumer group. Although a number of promotional activities to attract consumers, but they are only passing the same water, pay more attention to special offers. And those VIP shopping consumers shopping for their contribution to the bulk of the profits, but not enjoy the corresponding VIP service, which is not fair. Liu on the promotion of financial problems is also very unhappy: when in the absence of promotional activities, the mall guest unit (average purchase amount of the consumer) can be maintained at 100 yuan, as long as one to promotions, price will drop off 20%. Although sales increased by more than 100, but the gross profit declined by 15%. Promotional activities is eating the company's profits. A to meet their practical, novelty, and strange, beauty, fame, find it characteristics of promotional activities to attract more members into our purchase of the main. e-mail, traditional mail and other contact means to contact our members , both to avoid the television, newspaper ads and other publicity means consumers have a sense of distance, to narrow the distance between the target consumer groups, and can increase their consumption desires. to the special people '. Although it is designed for members to engage in promotional activities, but in fact can also attract other customers, but we must ensure that our members can enjoy special treatment. have carried out throughout the day, so there is no novelty. I recommend the daily 8 pm to 12 points, this time a small quantity of ordinary consumers, will not affect the normal members of the consumer shopping. Try to do 1 week straight For us, success is certainly a harvest, if they fail will not be much loss. 20:00, the new department store source to all managers in front of the gate to greet all the members of the date of admission, each department member to visit a new source of consumers have been shopping with a value of 38 yuan cash coupon, you can credit the same day cash . All the audience joined the promotional merchandise, minimum 2 fold to a maximum of not more than 8 fold. In this time, members from the original integral ways 1 point for every 1 yuan, 1 yuan for each product change 1.5 points, to stimulate the members of the shopping desires. Meanwhile, in order to improve the influence of members of the club, shopping malls every night invite a local celebrity scene for shopping draw, top prize is worth 4,500 yuan in Hong Kong and Macao Tour Deluxe. Ubiquitous member of their rewards inspired craze. In the following days, members of special members to visit more and more consumers. Member of the driving ability snowball snowballing number of members to 12 times normal. The statistics, members of special effects ever found in shopping malls. Members attended each day about 5000, the average amount per purchase of 200 yuan, only 8 to 12 o'clock every night, the mall sales to one million yuan. Find the most cost-effective marketing group, Mozhun shopping motives of this group, with a more focused promotions firepower to mobilize them, the new member special department store source is precisely the success of that promotion focus the importance of alignment.