I run electric cars now, and it's May Day. How can I do some effective activities?

Market research focuses on finding out the direction

In fact, before planning a promotion activity, many marketers often make clear the contents of special offers and buy-and-give activities based on subjective judgment and feedback from sales, and then quickly finalize the promotion plan. This kind of case, on the surface, is not a big problem, and the sales control is also familiar. After the activity is carried out, the sales volume is also reflected, but the key point is whether holding such an activity has obvious effect on improving the retail market share, whether the profit of the enterprise can increase to a certain extent, and whether other factors such as brand reputation and brand first mention rate can promote it. Facts have proved that compared with natural sales, the growth rate of retail sales (volume) is often within the same level, which shows that the role of such promotions is very limited. Therefore, it is of great significance to pay attention to the market research work in the early stage of promotion for improving the effect of promotion activities.

generally speaking, market research should cover at least three aspects: one is to understand the changes of the consumption behavior of the target consumer groups, which can be obtained through the accumulation of customer information at ordinary times of the enterprise on the one hand, and the terminal information collection one month before the event on the other hand. For example, for an international brand mentioned above, their consumer groups are mainly single Office with a monthly income of more than 4, yuan or families with a monthly income of more than 1, yuan. The consumption characteristics of such consumer groups are mainly: advocating brand consumption, paying attention to life enjoyment, pursuing a simple and elegant lifestyle, accepting novel things easily, and being easily influenced by European life. Therefore, when they are promoting sales, they have launched a product that represents western-style life, namely coffee machine, made a consumer promotion for new products, bought coffee machines and gave away coffee recipes. At the same time, with the help of the super-fierce passenger flow during the "Eleventh" period, they displayed new products to be listed in key shopping malls in super-large cities such as Shanghai and Beijing, and got a lot of feedback, which won very important information feedback and prospective customer information accumulation for the next new products to be listed. Facts have proved that these works are fruitful, not only the new products are promoted smoothly, but also the brand reputation has reached a new level. The second is to try to find out what the main competitors will do in the same promotion period. When the international brand company was discussing the detailed promotion plan, a competitor's "Deep Throat" revealed a very important message to them, namely, the contents of "buy gifts" and "special offers" during the "Eleventh" period. Immediately, they immediately revised the contents of the promotion activities and strengthened the promotion efforts, with the intention of closing their throats step by step and keeping close to their opponents' promotion activities. Sure enough, in the next "Eleventh" promotion, they accurately attacked their opponents. According to the feedback from the marketing staff and sales staff, the SP activities of competitors were basically suppressed, and the shopping guides had to turn to other products with no active content. Third, pay attention to the analysis of sales data and previous activity data, trying to find out the characteristics of consumption changes and analyze the market situation in order to improve the effectiveness of promotion. This work should be completed by the marketing managers of each district. When subdividing the regional activity plan, they should combine the characteristics of each city and decompose the more targeted promotional activities to improve the promotion effect. Just like playing chess, the key to a master is his grasp and foresight of the overall situation. He knows the intention of each move and the next move. Can an opponent not lead people by the nose? The same is true for promotion. If we can analyze a lot of data in the early stage and grasp the trend of market changes, the effectiveness of promotion will naturally be greatly improved. An international brand company that we have repeatedly mentioned has also noticed this problem. Through data analysis, they found that the "May Day" and "Eleventh Day" promotions have a trend of high opening and low going (as shown in the figure below), so they increased the investment of promotional resources such as demonstrations and gifts in the first three days and the last day. At the same time, at the pre-holiday mobilization meeting, they issued an incentive plan for promoters to encourage them to actively compete with each other in the first three days. Unsurprisingly, three days after the "Eleventh", many companies began to run out of grass and food, and the gift resources were exhausted, but the logistics department could not go to work until the fifth. Naturally, the international company above smiled the sweetest.

Market research is only to ensure the correct direction of promotion activities and provide a basis for good promotion. However, even the best case is hard to jump out of numerous promotion activities if a formed promotion plan lacks a key stroke to make the finishing point. Therefore, taking a wonderful SLOGAN for the case is another key factor for the success of promotion activities. It can not only be used as a unified slogan of media propaganda, but also be conducive to the overall spread of promotional activities.

from the perspective of small household appliances circle, many small household appliances manufacturers ignore SLOGAN's role. Usually, the activities are also done and the intensity is also great. However, it is almost difficult for people who participate in every link of the activities to form an overall impression, not to mention consumers. Moreover, when summing up promotional activities afterwards, they can only generally mark XX months as a summary of promotional activities, which cannot make people form an overall impression. This is like, a beautiful and smart child is not named, and the person you like can only scream "baby". At present, only Philips has done a good job in SLOGAN creativity and publicity, and it seems that only Philips has this processing ability. For example, during the "Eleventh" period, the commemorative slogan "Philips, 2 Years in China" put forward by Philips was hung in various stores to remind consumers that Philips is holding a promotional activity for the 2th anniversary to attract attention.

so, we think that a wonderful SLOGAN is not only to refine the whole activity plan, but more importantly, it can pass the SLOGAN to consumers, the media and create momentum for the activity through various means.

Gifts are the most important part of activities.

Gifts play an increasingly important role in promotion, which has been widely recognized by the industry. The key lies in how to jump out from many kinds of gifts by this means. At present, we find that many manufacturers' gifts are becoming more and more homogeneous, such as the same pot and shovel for induction cookers, which have become the standard products of induction cookers, and it is difficult to have special products that make people shine. During the Eleventh Period, the joint promotion activities held by Emmett induction cookers bundled with a certain brand of cookware, which spread through soft articles and promotional POP, made many consumers feel enthusiastic about it, at least produced an "eyeball effect". In addition, Philips, which has a solid market work, has also won the favor of many consumers by bundling its main coffee pots and giving them away to a certain brand of coffee beans, and displaying them in the buying field through stacking and special events. Therefore, when planning the "Eleventh" promotion activities, how to play tricks on the gifts has become an important standard to test the working ability of the marketing department.

generally speaking, a big trend of giveaways is exquisiteness, branding and high quality. How to distinguish it from competitors, or how to make old trees sprout and change soup without twisting medicine, lies in the daily accumulation and thinking of market personnel. We suggest that marketing staff should pay attention to contact with professional gift suppliers on weekdays, get new gift information in time, and pay attention to "brainstorming", and often analyze what products are suitable for what gifts, how to package a few highly relevant gifts, maximize the promotion of gifts to products, and work hard on packaging, form and content to broaden their thinking. Take the coffee machine as an example. Commonly used gifts are coffee beans, coffee cups and grinders. Can you give other related products? What about creamer imported from SWISS or exquisite coffee recipes? Or like a brand of air conditioner, the cabinet-buying air conditioner launched during the eleventh period is a fashion product that is being broadcasted in TV shopping-stepping device. In short, if the gift can be new, fashionable and sufficient, the effect will not be bad.

media publicity is essential

another important factor of promotion is media publicity, and the focus of media publicity lies in the choice of media and communication opportunity. Like an international brand company mentioned repeatedly above, during the 11th period, they invested about 2.1 million yuan in national media publicity. For example, they put in a subway advertisement for one month in Shanghai, and put in a TV advertisement for one month in the prime time to educate a famous column name (the audience is in line with its target consumer group). At the same time, they used barter+cash and other forms to put in a lot of soft-text publicity in mainstream media in various cities. It is precisely because of this media campaign that the promotion has achieved another function, and the brand first mention rate has also improved to some extent.

refinement is the key factor to ensure the implementation in place

One of the biggest mistakes made by many market personnel is that they ignore the key issue of whether the promotion implementation can be in place. Especially for an important promotion like the "Eleventh" promotion, any small link may have problems, which may affect the final promotion effect. As mentioned above, the investment in promotional resources. The refinement we are talking about includes not only the refinement of copywriting, but also the refinement of the activity plan and the refinement of the monitoring link. For example, the distribution of leaflets may not be taken seriously by people, but imagine that during the activity, the supply of leaflets in the store will be distributed in less than three days, and customers will have nothing more to want. Will it affect sales? In addition, the subdivision activity plan is not only to ensure that the sales staff of the company can understand and implement it, but also to ensure that the agents and retailers can understand and implement it. Generally speaking, the detailed plan should at least confirm the shopping malls that can participate in the activities in the local city, whether the special price can be implemented, whether the inventory of the agent can meet the predicted sales volume during the promotion period, which shopping malls can implement stacking and poster output, which shopping malls need to be stationed for temporary promotion, whether the gift-buying activities can be implemented, and whether the demonstration can be implemented. After that, the marketing department should provide work instructions or implement the work and responsible person of each link through training, telephone conference and other forms.

as the saying goes, "a hundred miles, half ninety", the key is to win in execution. A good promotional copy, if it can't be implemented in place and there is no corresponding monitoring link, can only be a blank sheet of paper, full of nonsense.