How to promote the products of construction machinery industry more effectively?

It's golden autumn in October again, which is the last chance to make up for this year's market losses for construction machinery enterprises with a large market decline. Therefore, the whole machine manufacturers and agents have organized various product promotion activities, trying to persuade users to buy their own products. Although the market downturn has brought us a sense of crisis, the pressure has not changed everyone's way of thinking. Many people still use the old routine to promote products, but "advance the time and increase the intensity", and the actual effect is not good. Here, the author analyzes two common ways of product promotion in the industry, and recommends an innovative way for the reference of construction machinery manufacturers and agents. A: Even if product exhibition is an effective way to promote products, once it becomes a form, it will not be "effective". The product exhibition (sometimes called user forum) is just right. In the first two years, the effect was almost immediate. However, with more and more manufacturers and agents promoting their products in this way, product exhibitions gradually began to flood, not only in large quantity, but also in poor quality, which greatly reduced the actual promotion effect. Someone vividly wrote a jingle for it-"No one listened to the report, and some people got drunk when drinking and didn't have enough gifts." In fact, it's not that there is anything wrong with the product exhibition itself, but whether it can be planned reasonably and organized effectively. Otherwise, the product exhibition will evolve into a pure user gathering, with "free food and drink". Although the scene is lively, it will not actually promote sales. I have been fortunate enough to participate in several product exhibitions organized by different manufacturers and agents, and I deeply feel that the following links should be paid attention to in organizing product exhibitions: 1 The purpose is to make it clear that everyone knows that the purpose of holding product exhibitions is to promote sales. Many manufacturers and agents think so when planning product exhibitions. If "promoting sales" is the purpose of product display, it is difficult to obtain good promotion effect. The author thinks that the purpose of the product exhibition must be aimed at the model and function of the product, such as "promoting the sales of 30F-II products" and "promoting the sales of models suitable for quick repair work on expressways" and so on. This requires us to go deep into the local market to investigate and understand the real needs of local users before planning product exhibitions. Marketing guru has already summed up, "What users buy is not the product, but the benefits brought by the product." Construction machinery users in different working environments have different requirements for products, and products that sell well in the A market may not necessarily create the same performance in the B market. Therefore, the purpose of product exhibition should not only be specific, but also meet the real needs of local users. 2. Advantages should be solved. As a user, I certainly hope that the cheaper the product, the better. In view of this, many manufacturers and agents regard discounts as the most important promotion means for users in product exhibitions. Under normal circumstances, price reduction is indeed the most effective means of promotion, but in the current competitive market environment, once competitors stop at all costs, price reduction may become "losing the wife and losing the soldiers." The author suggests that concessions should be regarded as the second shock wave, while "helping users settle accounts" should be regarded as the first shock wave. The so-called "accounting" is to calculate an "input-output" account for users in combination with their business conditions, and form product advantages through accounting to promote users' purchase. In practice, salespeople are required to be very familiar with users' business situation and profit model, as well as users' service targets. 3. Models should cooperate with successful product exhibitions without the cooperation of model users. The cooperation of model users is not as simple as making a demonstration and speech at the meeting, but needs to dig deep into the decision-making process before purchasing products and the benefits after purchasing products. Events are as important as data. Its form can be very flexible, such as singing with women, father and son soldiers and so on. , which will definitely attract the attention of participating users. If there are no model users in the local market (e.g. new market), you can invite model users from nearby markets or well-known markets among local users. Once determined, it is essential to rehearse in advance. According to the author's understanding, the guiding ideology of "decisive battle before the meeting" must be established in holding product exhibitions. In other words, in the process of visiting users before the meeting, we can promote products to users in a targeted manner, stimulate their purchasing enthusiasm with accounting, and promote their purchasing decision with discounts. When the product exhibition is officially held, we can launch some preferential measures specifically for on-site contracted users, while the iron is hot! What's more, construction machinery users generally have the psychology of buying from others.