Archimedes once said, Give me a fulcrum and I can pry up the earth. If we say our experience in operating the festival market, we can say that we have found the fulcrum to incite the liquor festival market. Mid-Autumn Festival liquor promotion plan
According to the market characteristics of XX Laobaigan, first of all, we divide the market by region, including the Beijing-Tianjin-Hebei market and the market outside the province. As XX Laobaigan is a regional brand, the Beijing-Tianjin-Hebei market has the same characteristics and is our pillar market, so we conducted a detailed market survey on the Beijing-Tianjin-Hebei market.
In 2007, the marketing department organized our market information staff to conduct an in-depth investigation of consumers and distributors in the target market. After sorting out and analyzing the collected information, the marketing department draws the following conclusions:
First, the results of consumer market survey in the target market;
1, consumer consumption is gradually rationalized, and today's consumers pay more attention to their own health and product quality;
2. While paying attention to the material benefits of products, consumers gradually pay attention to the additional benefits of products;
3. Consumer consumption began to move closer to products with brand power;
4. Consumers need a holiday gift product;
Second, the target market dealer survey results:
1. With the continuous strengthening of XX Laobaigan's advertising in CCTV in recent years and the continuous development of marketing in innovation, dealers are full of confidence in the development prospects of XX Laobaigan;
2. Because in the off-season of liquor, our company cooperates with dealers to operate the terminal, and the off-season is not weak, and the market base of XX Laobai dry wine is gradually strengthened;
3. In the off-season of liquor, dealers purchase more batches and less stocks.
4. Dealers generally have the psychology of short sales and brisk sales;
5. Dealers are afraid of meager profit or loss in peak season, and hope that the company will take effective measures to protect the interests of dealers;
6. Dealers hope that the company will build a platform for dealers to communicate and relax with each other;
Third, the promotion theme
1. Consumers and distributors want new selling points for holiday promotion, that is to say, consumers need a reason to spend and distributors need a reason to sell;
2. The promotion theme should be novel and in line with the festive atmosphere;
Through the above findings, we not only understand the expectations of consumers and distributors, but also provide a reliable basis for us to make marketing decisions.
Looking for the fulcrum to incite the liquor festival market
First of all, we set ourselves a short-term marketing goal, that is, the sales revenue will increase by 15% in the same period. Archimedes once said, Give me a fulcrum and I can pry up the earth. The goal of increasing 15% in the same period is not easy to achieve, but it is not an insurmountable mountain. If the task is completed or there is a big breakthrough, the key is marketing innovation.
1, looking for a partner for the product.
Any product has its additional benefits. When we sell products, if we add extra benefits to the products, consumers can enjoy not only the material benefits brought by the products themselves, but also the spiritual enjoyment. Only in this way can our products resonate with consumers. Especially promotional activities, the theme of promotional activities is the soul of promotional activities. Our planning begins with promoting the theme. After the promotion theme is completed, we will make a series of plans according to the promotion theme.
Organized by the marketing department, the brainstorming meeting attended by the company's creative personnel and branch managers began. From 0: 30 noon to 7: 00 pm in 65438+, people had a full discussion, from the Olympic Games to the Mid-Autumn Festival, from the legendary moon viewing to the family dream, from putting forward an idea to shooting, and there was no result. After a short rest, creativity will last until two o'clock in the morning, and sleepiness will replace passion, leaving little. On the Mid-Autumn Festival in Taiwan Province Province, a creative person is thoughtful, and the full moon brings people together and the motherland together. Another creative person went on to say that after a few minutes of silence, people seemed at a loss. In an instant, the venue was boiling, and sleepiness had already been thrown out of the cloud nine. After heated discussion, the promotion theme was determined: family reunion.
August 15th, a traditional festival, is crowded with people, and the month is continuous. Mid-Autumn Festival, a full moon is embedded in the vast sky, and long-lost relatives go home for reunion. However, our compatriots in Taiwan Province Province have not yet embraced the motherland, and every Chinese son and daughter has hope for the return of Taiwan Province Province to the motherland. When we invite Mingyue to raise a glass to celebrate the reunion, we miss our compatriots in Taiwan Province Province who are far away from our motherland.
According to the publicity theme, we have prepared a poster publicity copy:
How big is our motherland?
How far is Taiwan Province Province from the motherland?
August 15, raise a glass with family and partners.
You will find that no matter where you are and who you are with,
Mind acts upon mind.
When the moon is full, we are not far away.
The reunification of the motherland is the common aspiration of hundreds of millions of people in China.
The creative idea of this activity should be to make use of the current hot issue of "uniting Taiwan Province" to create momentum and arouse consumers' scolding, so as to achieve the purpose of promoting XX Laobaigan's good brand image. With the promotion theme, we found a good partner of the product. We put a beautiful card on the lid of each box of wine. The card is designed to look like a golden full moon, with a scratch area on it.
Consumer award setting:
First prize: the "Reunification of the Motherland" prize to realize your personal dream worth XXX yuan.
Second prize: "Reunification of the Motherland" prize to realize your dream of personal value of XXX yuan.
Third prize: "Guoyuan" prize, worth XX yuan, to realize your personal dream.
Fourth prize: "family reunion" prize, a case of reunion wine.
Mid-Autumn Festival, family reunion, sitting around the table, open a bottle of fragrant XX old white dry wine, wine invited the moon. There seems to be a pleasant scene in front of me. If the god of luck no longer invites you, your personal dream of XXX yuan will come true with a little scraping. A full moon, a glass of wine, a happy family, an unexpected surprise, and an expectation for the reunion of the motherland. This is XX's dedication to every family.
2. Festival products focus on consumers' eyes
On the Mid-Autumn Festival, people in China have the custom of visiting relatives and friends. Therefore, the sale of holiday gift wine has also become the key to the success of promotional activities.
Demand for holiday products: The demand for holiday gift wine in rural market is two bottles and a box of wine, the price is around 20 yuan/box, and the packaging should be exquisite. Under the same conditions, products with mature brands are preferred; The demand for holiday gift wine in the urban market is also two bottles and a box of wine, the price is around 100 yuan/box, the packaging should be high-grade, and the brand requirements are higher.
Product name: Based on the theme of this promotion, family reunion, we designed and developed XX Laobaigan Reunion Wine and Motherland Reunion Wine.
Product positioning: The marketing goal of holiday gift wine is not to increase the popularization rate and cultivate new consumer groups, but to adopt differentiated packaging design to attract mature consumer groups of XX Laobaigan at present with cost performance. Among them, Reunion wine focuses on the low-grade rural market, while the motherland Reunion wine focuses on the high-grade market in the urban market.
Product design: completely according to the survey results, that is, double bottles, with red as the main color, generous and exquisite packaging. Especially when the pile head is worshipped, it has great affinity.
Motherland Reunion Wine, as a high-grade holiday gift wine in the urban market, extends the promotion theme to a deeper level, and enhances the added value of products through concepts such as collection and limited sale.
Namely:
During the Mid-Autumn Festival, xx Liquor Company issued a limited number of 15000 boxes of "Motherland Reunion" high-grade gift wine, and each box of wine has a specific number for collection!
Treasure 1: Return
When Taiwan Province Province returns to China! XX laobaigan liquor company will draw lots from 15000 cases of motherland reunion wine at the price of 4999 yuan per case to express the strong desire of XX laobaigan people for the reunification of the motherland!
Treasure 2: wine body
The body of "Reunion of the Motherland" wine is taken from the 20-year-old base wine of XX Laobaigan Liquor Company.
Collection 3: Commemorative coins
Each case of "Happy Motherland" wine contains a commemorative coin specially issued by the National Mint for this event. The front of the commemorative coin is the pattern of the Great Wall, and the back is the pattern of Sun Moon Lake, which is very collectible!
With marketable holiday products, how to expand channel profits, protect dealers' interests and enhance their enthusiasm? After in-depth discussion, we decided to implement the policy of holiday product order sales and regional household sales, which protected the interests of dealers to the maximum extent. For a time, in the target market, XX Laobaigan holiday gift wine became a hot item, and the long queue of warehouse purchases that had not been seen for more than ten years reappeared.
3, the inverted trapezoidal probability promotion opens the banker's safe.
Grasping consumers is only the first step of marketing success. Only by mobilizing the enthusiasm of dealers can we really win in the last mile. Because we have fully mobilized the enthusiasm of consumers, the problem of product consumption has been solved, and it is logical for dealers to deliver goods. However, how to generate high profits in the sales process, avoid the meager profits or even losses of dealers, and make the profits of dealers generate in the channels has become the key to successful promotion. Through our heated discussion, we decided to continue to use our inverted trapezoidal probability promotion to protect the interests of dealers.
Inverted trapezoid probability generalization is actually a game rule. That is, every time the dealer completes a certain amount of sales, he can get the reward card provided by us. Awards are divided into one to five X awards, and the first X award is gradually reduced. However, the number of the first X prize is not decreasing step by step, but the amount of the first prize and the last prize is the same, accounting for 20% of the total, and the number of other prizes is the same. In this way, dealers can't calculate the probability of winning the prize, which completely avoids the phenomenon of mutual price reduction and abandonment of sales policy in pursuit of sales volume in the business process. On the basis of the above, if a special prize is set up to form a competitive sales among dealers, it will certainly achieve twice the result with half the effort.
Design copy:
The first prize is RMB *** 1.
First prize: RMB ***X awards.
Second prize yuan prize
The third prize is yuan, and there are ***Y prizes.
The fourth prize is the Yuan ***Y prize.
The fifth prize is yuan, and the bonus is * * * X.
Due to the uncertainty of sales, according to the sales situation, if the total amount is insufficient or exceeds, the detailed rules for increasing or decreasing the reward will be formulated.
Of course, according to the dealer's sales forecast, determining the appropriate sales volume of each card is the key to the success of this method. If the required sales amount of each card is too low, the dealer is likely to calculate the reward ratio; If the sales amount required for each card is too high, some dealers will be excluded.
Travel provides a spiritual feast for dealers.
There are ways to succeed. Every success, only by constantly summing up, will continue to progress. We build a platform for dealers to relax the anxiety caused by intense work in leisure, and exchange marketing experience with each other, so that we can improve ourselves in leisure. Therefore, we set a threshold for dealers in the promotion activities, that is, dealers with sales exceeding XXXX million yuan can participate in the Xiamen Tourism Club. While enjoying success, our dealers can exchange marketing experience with each other and receive training from marketing experts. In addition, they can also see the island of Taiwan Province Province at close range, and deeply appreciate their yearning for this treasure island of Taiwan Province Province. A successful harvest, a year's experience, and dozens of nostalgia for Taiwan Province Province, the treasure island, are exactly the expectations of XX Laobaigan people for the prosperity of the motherland and the reunion of their home country.
The fulcrum is the shortest board to incite the holiday market.
The fulcrum may be the short board of holiday marketing. Only by finding the shortcomings and using appropriate marketing strategies to make the shortcomings longer can holiday marketing achieve practical results. In 2009, the prelude of XX Laobaigan's Mid-Autumn Lottery was opened in the overture of XX Laobaigan's wine song "Forever Pursuit" sung by Tengger singer singers. When the Elantra car found its home, the lottery reached its climax. From beginning to end, songs and laughter filled the hall. Autumn is a harvest season, and achieving a win-win situation in marketing has been truly verified here.
Harvest is the ideal of every businessman, and reunion is the dream of every China. Full moon flowers are good every year. We have integrated this into every link of Mid-Autumn Festival marketing. This activity not only brought you gains, but also contributed to perfection.