The Essence Of Promotion Lies In Changing Attitudes.

< p > in existing products < a href= "//www.sjfzxm.com/news/index_c.asp" > Sales < /a >, to increase sales volume can only be done from two aspects: first, expand the scale of target customers; first, increase unit consumption.

There are two things that can be done to expand the size of the target customers: one is category conversion, for example, milk brands can grab consumers of milk powder category; the other is brand pformation, such as Erie milk to grab consumers of other brands.

There are two things that can be done to increase unit consumption: one is to increase the number of consumer goods. For example, the target customer used to drink a glass of milk every day. You can make him drink two cups. One is to increase the amount of consumption each time, for example, when the target customer drinks 200ML for the first time, you can let him drink 300ML.

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< p > it can be said that this is the two major origin of the promotion of existing products.

Without considering these two points, all promotional activities can be a waste.

Because there is no increase in sales volume on these two points, the so-called "increment" is actually precipitated in the channel, and is not really consumed by the target customers.

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< p > somebody put forward < < a href= > //www.sjfzxm.com/news/index_c.asp > > buy /a > first, consume second.

It means that product trading is the key. Customers buy, consumption is not important.

But in fact, there are two results in buying products: first, buying and not using; first, buying and using.

Among them, the purchase does not mean that the increase in customer purchases, but consumption has not increased, which will affect their next purchase time and quantity.

From the two main points of view, this kind of promotion can not become a real promotion.

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< p > then, what is the goal of expanding the target a href= "//www.sjfzxm.com/news/index_c.asp" > customer group < /a > scale or increasing unit consumption? From the marketing point of view, actually only one thing can be done, that is, changing the attitude of the target customers.

That's where the essence of promotion lies.

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"P >" we do promotions every day. Why is it always effective? The problem is here.

Without studying the rules of the market and rules of the game, it is easy to talk nonsense.

It can be said with certainty that 60% of Chinese enterprises have promoted sales problems, and 60% of them have failed.

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< p > then, how do we change the attitude of our customers? How can we make sales promotion to succeed? I suggest that every time we do the promotion, we should consider the following four problems: < /p >

< p > 1. Different target customers psychology.

Are they loyal customers or customary customers or free customers? Whose attitude should we change emphatically? Should we change the category attitude, or brand attitude or lifestyle attitude? < /p >

< p > two, different product life cycle.

In the life cycle of a product, whose attitude should be changed? How can it be changed? How many sales scale can it really increase? < /p >

< p > three, different stages of competition.

What stage of competition do we have in the niche market? What promotions should we take in different stages of competition to make it easier to change the attitude of the target customers? < /p >

< p > four, different sales cycle.

What is the law of our product's peak season? How should we promote sales in the off-season? How should we promote the peak season? How can we change the consumption attitude of target customers and make input and output more reasonable? < /p >