The successful promotion of new products is a powerful weapon for enterprises to establish their image and ensure their long-term success. For the company, it is an effective way to increase sales and maintain the sustainable development of the market; For business personnel, it is an effective way to improve performance and reflect personal business ability. The importance of new product promotion is self-evident.

First, the significance of new products in the off-season.

Sales of new products are not weak in the off-season. Because every new product has a listing period, growth period, maturity period and so on. However, it takes 1-2 years to reach maturity after the new product is put on the market. After entering the market, 1-2 years has been in the promotion period and growth period. Therefore, mature products will be affected by the off-season, while new product sales will not be affected by the off-season.

At the same time, cutting new products in the off-season has laid a solid market foundation for the new products in the peak season. So the off-season is the best time to cut into new products. If we make a good market foundation for new products in April and then promote new products during May Day, the market will start soon. After the promotion in July and August and the peak season in September and 10, the new product market will be fully launched.

Second, the promotion of new products should be "push-pull combination"

Only by putting the product in the terminal can consumers have the opportunity to buy it. Whether it is a new product or a mature product, only through the terminal can the product meet the consumers, and sales can be formed through the purchase of consumers. Therefore, marketing is one of the important tasks of new product promotion.

After the product is put into the terminal, only when it is purchased for the first time and recognized by consumers will there be a second purchase by consumers, forming a continuous purchase. Otherwise, no matter how good the product is, consumers will not buy it for the first time and the product will not be recognized by consumers. Some companies report that products have been sold, but no consumers buy them, so it is very wrong to assert that there is no demand for such products in the market. Therefore, how to encourage consumers to reach the first purchase, and then let consumers accept our products, forming secondary consumption and repeated purchase, is a problem that needs to be solved in the process of promoting our new products.

According to the order of "paving the market" and "pulling the market", it can be divided into the following operation modes:

1, first promote, then pull. First, pave the market. When the distribution rate of the target market reaches more than 60%, some large-scale promotional activities or advertising activities will be started to stimulate consumers to buy products. The advantage of this is that the pulling effect can be directly reflected. Because it is pre-distribution, after promotion, consumers can immediately buy such products at the terminal, thus forming a sales pull. The disadvantage is that due to the low popularity of new products, it is difficult to distribute goods in the early stage and the speed is relatively slow. If the promotion activities are not very effective, it will easily lead to a backlog of some products.

2. Pull first, then promote. This method is to do promotional activities first, and then stimulate consumers to buy, and channel members buy goods. The advantage is that new products are promoted early and it is easier to market new products. The disadvantage is that after the promotion of new products, if the replenishment cannot keep up, consumers may not be able to buy products at the terminal, which will affect the promotion effect.

3. Push and pull synchronization. While doing publicity and promotion, while distributing goods, the two are combined. The advantage is that the disadvantages of the first two methods are avoided. The disadvantage is that in the case of limited manpower and material resources, the overall propulsion speed is slow. It is suggested to encourage customers to be enthusiastic and carry out publicity, promotion and tasting activities together.

In addition, the promotion and pulling cycle should be carried out for at least three rounds. Because the pulling effect of each promotion is limited, if you pull more, market more and replenish more, you can effectively consolidate the memory of consumers and form a stable consumer group and sales volume.

No matter which way is adopted, it should be fully combined with the actual market situation. But pushing without pulling or pulling without pushing will not produce the best results.

Third, identify channels, promote the system, and ensure the effectiveness of the market.

1, first of all, we must find the right channels and do a good job in the development order of channels. Which channel to develop first, then which channel to develop, and finally which channel to develop, and so on. , must be targeted.

For example, the main marketing channels of a product are supermarket channels, school channels, CD-ROM channels and market recognition channels. When the company is developing, it classifies the channels according to the actual market situation. For example, schools and supermarkets can be developed first, and then CD channels and market approval channels can be developed after these channels form stable sales and have certain influence.

In the operation of paving the market, it is necessary to promote the system to achieve goals, progress and control. For example, after a CD store is completed, a distribution team can be organized to develop regional CD stores step by step according to the plan.

2. When distributing new products, we should fully mobilize the enthusiasm of all members of the channel. Improve the enthusiasm of salesmen, distributors, distributors (promoters), terminal vendors and consumers to participate in the promotion of new products, and form a "five-level linkage" to stimulate the atmosphere of new product promotion.

For example, the special assessment of salesmen and dealers; Dealer (promoter) commission; Promote sales to terminal manufacturers and consumers. This not only speeds up the listing, but also easily forms a new product sales atmosphere, so that "push" and "pull" form a benign interaction.

Fourth, the promotion and publicity should ensure the hot-selling atmosphere and cooperate with market activities.

The promotion of new products requires the company to have the ability and level of organizing, planning and controlling promotion activities, so as to form the maximum promotion effect with minimum investment. In addition, promoting sales in supermarkets or school areas requires a lot of manpower and material resources, while the company's manpower and material resources are limited. Therefore, in addition to doing some promotional activities, the company must encourage customers to participate in promotional activities. The wider the contact between the promotion and the target consumer groups, the better the "pull" effect of the terminal.

For example, companies can apply for tasting or let customers do tasting themselves and do tasting promotion activities with customers. A. Distribute the registration form of promotional tasting of CD shops, invite key CD shops to conduct tasting activities, and the company and customers will check according to the tasting form, so that the vast number of CD terminals can help us with promotional publicity. B, invite customers to school and community tasting to promote new products and effectively expand the tasting group.

In addition, when doing promotional activities, try to use vivid tools such as banners, umbrellas and tents to ensure the hot-selling atmosphere of the terminal.

Five, overall arrangement, classification, innovative thinking, continuous breakthrough.

Multiple new product promotion (no more than three) is a yardstick to measure a person's comprehensive coordination ability and business ability. If the head office introduces more new products (no more than three), the company must not push back other products on the pretext of focusing on promoting one because of limited energy. This not only affects the promotion progress of new products, but also affects the normal and healthy development of the market, leaving an opportunity for competitors. In fact, as long as we do a good job of division of labor, do a good job of channel positioning, and innovate ideas to operate the market, we can solve the conflict between new products.

Personnel: The responsibility system of 1 person is adopted for related products, instead of 1 person being responsible for a product. If related products can be handled by one person, the problem of division of labor can be solved.

Channels: Sort the channels and regions of each product according to factors such as potential and development difficulty. Then set the short, medium and long-term development goals of each channel.

Terminal marketing: it is difficult to let several new products (no more than three) enter the CD terminal at a time. Therefore, we can solve these problems by disassembling (how many pieces are needed) or combining (how many products are packed in a box, which sells well, and which product will be packed in the whole box next time, so as to reduce the risk of terminal operation) and improve the acceptance of new terminal products.

Six, the establishment of a demonstration market, replication and promotion of successful models.

The company can support demonstration customers to establish a demonstration market, which not only establishes the confidence of other customers to promote new products, but also effectively promotes new products.

In addition, fully tap the successful experience or examples in the process of new product promotion, and organize customers and sales staff to learn, copy and promote successful models and experiences.

Seven, the factors of execution

After the new product is finalized and listed. First, we should be quick. Before competitors launch similar new products, we should lay a solid foundation of channels as soon as possible, make an image, make sales, become the first brand of such products, and stay away from competitors.

Second, if competitors have launched such products, they should compete with competitors, make full use of the existing sales network, spread the products to the terminal as soon as possible, and at the same time cooperate with the market to do some publicity and guidance activities to occupy consumers' minds in advance and surpass competitors in an all-round way.

Third, it has been proved that all companies that promote new products well have promotion plans and implement them step by step according to the plan. And some companies that are not well promoted will be all right if they send new products to customers, and will not take other positive measures.

Therefore, execution is not only to do the work according to the requirements, but also to do the work actively and take the promotion of new products as their own business. Only in this way can we improve the probability of successful promotion of new products, stand out from many companies and prove our strength with our own actions!