Liquor marketing strategy

Summary of 20 17 liquor marketing strategy

Through the publicity and promotion of consumption activities, we will improve consumers' awareness of liquor products and brands and create a marketing atmosphere. Here are some liquor marketing strategies for your reference!

First of all, it's free.

Free gift is not only a means to give back to old customers, but also an efficient means to promote new products and establish a consumption base. There are four common forms.

① Free gift. The reduced version of the main product, generally 125ml, can be given away in a planned, large-scale and large-scale way as a gift or tasting to educate consumers' taste or adaptability.

② Landing promotion activities. In the community, squares, markets and other places to carry out free goods, free gifts, buy gifts activities.

Second, the issuance of redemption tickets

In order to stimulate consumers to take the initiative to buy or try to consume this product, some dealers will print a batch of colorful prize-winning receipts, which will explain the deadline of the event, the products of the event, the ways of buying and giving away, and the participating sales points. With this receipt, consumers can go to the terminal activity sales point for "buy one get one free" activities or get free drinks. The dealer will cash in according to the number of small tickets collected at the point of sale.

Precautions include: the receipt must be stamped to control the flow direction and printed with it; Centralized distribution for terminal intensive consumer groups; Pay to the right distribution points (residential communities, town gatherings, temple fairs, commercial stores, etc.). ) ensure the payment effect; Count the number of single points before distribution and after feedback, and count the feedback rate so as to adjust the strategy; The activity time should not be too long, and it can be 15 days or 20 days as a cycle; Ensure that the event sales point is cashed in time.

Third, the use of new media.

Plan, publicize and participate in consumption promotion activities by using local WeChat large or Weibo large or enterprise-owned WeChat WeChat official account. For example, anyone who forwards this activity can get a free taste; If I take a photo with the poster of this product and forward it to a circle of friends, what gift or free goods can I get? Anyone who consumes this product and forwards it to a circle of friends can get XX gifts or food stamps or free goods certificates.

Fourth, price discount.

Price discount is an important means to attract consumers to buy products in the short term. Poor management and control can easily hurt product prices. Therefore, price discount activities are generally operated in conjunction with the corresponding terminal outlets. If this kind of activity is carried out in a large area and in a unified way, it will not only increase the difficulty of the activity, but also be more prone to price confusion. There are three common forms.

① Limited time discount. Discount sales at a certain time node, such as a restaurant between 6: 30 and 7: 30, consume a product at a discount of 60%; Or sell at a discount within a specified period, such as June 10 to 20, and enjoy a 60% discount on a product.

② Quantity discount. Buy one bottle at full price, 20% off for two bottles, 50% off for one box and so on.

③ Step discount. Buy the first bottle at full price, 60% off the second bottle, 60% off the third bottle and 30% off the fourth bottle.

Verb (abbreviation for verb) buying and giving activities

Buy-and-give promotion is the most commonly used form of promotion, and there are three specific forms:

① Give this product as a gift.

It is what we often see, such as buy one get one free, buy two get one free, collect products and give them away.

2 gifts.

After purchasing products, consumers will be given coupons, daily necessities, cigarettes, restaurants, wedding banquet products, wedding car service drinks, sedan chair services and so on. , as well as graduation banquet products, such as mobile phones, computers, suitcases, plane (train) tickets, etc.

Sixth, the box prize

The prize in the box is also a common way for consumers to promote liquor sales, and it is a manifestation of consumers' pulling.

Seven, points exchange

There are two forms of integral redemption.

① Accumulated integral. If you buy a certain quantity, you can get different grades of accumulated scores, and then get the corresponding gifts according to the standards.

② Collect vouchers. Convert points into vouchers. For example, if a certain number of lids are collected, they can be exchanged for corresponding gifts.

Eight, lucky draw

Lottery promotion is to use the lucky entertainment psychology of the public to attract consumption in the form of lottery. Dealers make lottery cards in a unified way and put them in the lottery box, or use computer software to carry out on-site lottery. The purpose is to carry out on-site promotion activities at the terminal point of sale, induce customers to buy and spend impromptu, and cash prizes on the spot.

Common forms of lottery promotion include one lottery, multiple lottery, answer lottery, game lottery, linkage lottery and so on.

Nine, serial rewards

The promotion form of chain reward refers to encouraging consumers to buy again through accumulation on the basis of a single purchase or a single bottle of products. Its activities have three ways.

① Empty bottles are exchanged for prizes.

A certain number of empty bottles or boxes can be exchanged for an original bottle or other designated prizes, and a certain number of gifts can be obtained after accumulating to a certain number.

② Collect a specified number or type of cards and exchange them for gifts or original products.

During the World Cup, a prize card with the name of the country is put in, and the prize card of the champion country can be exchanged for prizes. Meanwhile, the names of 32 countries can be exchanged for prizes.

③ You can win prizes by purchasing products, and you can get surprise prizes by collecting certain landmark items.

Ten, prize contest

It is a way for manufacturers to publicize enterprises and products by carefully designing some question-and-answer knowledge about enterprises and products, so that consumers can compete at the promotion site. Generally, the prizes in competitions are in kind, but some of them are expressed by free travel. There are many places in the competition. Enterprises sometimes compete by holding game programs on TV stations, and promote their products by distributing them on TV programs.

XI。 Sponsor activities

Special festivals and sponsorship activities of special groups, such as Party Building Day, Army Day, Teacher's Day, Journalists' Day, party member Congress, etc. , aimed at consumers who can taste brand products, become opinion consumption leaders and conduct word-of-mouth publicity. There are also free goods tasting activities, where consumers can collectively taste the opening of new stores, the unveiling ceremony of new factories, anniversary celebrations, various wedding activities and meetings.

Twelve. Internal consumer of organization

Internal opinion leaders must be customers of end consumers and can be hired as enterprise consultants. Opinion leaders should have a budget. For example, the best-selling stores that match the sales volume of this product spend 3000 yuan for the public relations expenses of opinion leaders. Specific cost allocation: RMB 1 0,000 as a gift when entering the store, and then 500 yuan consultant fee every month, and finally stop according to the market. His salary can be paid in advance, but it should be stipulated that if 500 yuan's fee is charged, he will complete the named purchase in the store.

Thirteen. Marketing alliance

Many enterprises like to consider problems from their own perspective when engaging in joint terminal activities, and often the activities are abandoned halfway or difficult to implement. Therefore, in order to do the activities well, the acceptance, cooperation and * * * win of the terminals must be considered. Such as joint promotion with hotels:

(1) The United Hotel held a chef talent competition.

② United Hotel, if you consume 10 bottle of this product, you can enjoy a 10% discount on the meal fee, and you can enjoy a 20% discount if you consume more than 20 bottles;

Fourteen Theme publicity

In the early stage of development, a brand or product should be infused with the idea of thematic and explosive promotion, and stick to it, shaping it into a "popular hot topic" to stimulate consumers' enthusiasm for consumption. Because consumers, dealers and the media will have a high degree of consumer trust, and competing for hot things is conducive to word-of-mouth communication, promoting brands to become hotter and hotter, and forming a benign consumption cycle.

For example, give 10000 gold rings, give 10000 real gold and silver, 10000 cars to drink lactic acid bacteria, 10000 laptops to be released, 1000 five-day trips to New Matai,1000.

Fifteen, community square promotion activities

This kind of activity has many operations in off-season marketing. Into the square, into the community, into the countryside, strengthen the creation and promotion of mobile terminals, take the initiative to contact consumers when consumers are unexpected, increase consumers' brand association and participation in products, and achieve better sales results.

Carry out buy-one-get-one-free activities in communities or city squares. Gifts can be soy sauce, vinegar or discount cards in lifestyle supermarkets, which are close to the application of consumers and increase their participation. When buying products in communities or squares, gift discount cards can be combined with large-scale lifestyle supermarkets in regional markets. Set the validity period of the discount card to one year. Within one year, consumers can enjoy certain preferential policies as long as they buy the brand products in the supermarket. This activity can stimulate consumers to buy the brand's products again and again.

Sixteen, experience promotion

Enterprises can invite some key customers and consumers to visit the production line or the enterprise's distinctive business premises, so that consumers can experience the characteristics and value of products or brands in the form of tourism. Let him personally feel the corporate culture, feel the importance attached to him by the enterprise, and close the distance between him and the enterprise. Through this experiential promotion, it is bound to strengthen consumers' loyalty and reputation to the brand, and at the same time, it will become our living advertisement, and the image of the whole brand will be gradually established.

Seventeen, wedding promotion

Wedding banquets include marriage, blind date, further education, housewarming, promotion, birthday party, birthday party, opening and so on. Around these wedding forms, formulate supporting activities and related content.

1 Promotion Master

① Make the wedding theme according to the process: blind date, proposal, engagement, marriage, having children and anniversary.

② Theme by type: wedding banquet, school banquet, birthday banquet, housewarming banquet, etc.

③ Theme according to festivals: May Day, Tanabata, Eleventh, Spring Festival, Father's Day, Mother's Day, Valentine's Day, Christmas, etc.

④ Make the theme according to the sales target: terminal, middlemen, consumers, etc.

2 promotion methods

① Dock owner/wedding banquet joint venture: introduction fee award, cumulative award and secondary exchange; Linked to sales; Bundle sales, joint promotion, etc.

2 wedding agent: commission, clear; Daily customer expression; Irregular fuzzy reward.

③ Consumers: groom/bride, people attending the wedding: buying gifts, scraping prizes, bundling sales and giving souvenirs.

4 Selection of promotional items

According to local consumption habits and preferences, the general principles of choosing promotional items are hard to achieve, high premium capacity, practical, novel and attractive.

① For the terminal boss: promotional items that are not easy to realize, such as home appliances and travel, can also be given directly, but it is better not to be this product.

Wedding agent: practical and novel daily necessities.

③ Married couples: souvenir.

4 people attending the wedding: practical, distinctive and novel, such as charging treasure, umbrella, booth, etc.

Eighteen, member marketing

The core of consumer membership system is to establish a consumer information database, make statistical analysis of a large amount of information, and then carry out "one-on-one" marketing to provide consumers with meticulous and personalized products and services. It should be said that consumer membership is a marketing strategy, not just a promotion tactic.

Specifically, when using the consumer membership system for sales promotion, it is important to really provide consumers with value-for-money concessions, so that consumers can truly enjoy the benefits of becoming members. In practice, the benefits that many enterprises give to consumer members are not much different from those of ordinary consumers, which will inevitably lead to the anticlimactic membership system.

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