How to start the off-season marketing campaign-.docVIP

 PAGE \* MERGEFORMAT 12 How to start the off-season marketing campaign? Off-season is often due to seasonal changes, resulting in decrease in the number of consumers to purchase, product sales at an annual low stage. Such as air conditioning in winter, lower sales, real estate sales in the summer and cool winter to buy enough drinks in cold weather when Shaorenwenjin. Through the buying process for consumers to research, can be even deeper to find the reasons for restricting off-season buy. The process of buying consumers take action through the potential demand, to meet the needs of the motivations, purchase decision-making process and take action to the process of buying. And to ensure the integrity of the entire chain is necessary to strengthen the link in the early part of the transition down to a positive catalyst role, weakening the negative impact of the chain down the role of constraints. We see that consumers take the first action is a purchase of real demand, and then due to spontaneous or encouraged by others or subject to external information to stimulate the motivation arising from the purchase. In the production after the purchase of motivation through information gathering and purchase decision-making process, will produce the final purchase real action. Production of off-season was mainly due to external factors (climate, etc.) affect the demand without an obvious motive or access to information is denied or obstructed, resulting in the extension on the purchase model of fracture, that is, ahead of the end of the process of buying models. Off-season major factor in the decline of purchasing power due to product category vary. Characterized mainly as follows: 1, product characteristics, the factors constraining consumption and motives, for example, in the summer reduced demand for chocolate. 2, the product of factors constraining the use of functional motivation to buy produce, such as thirsty in winter, requiring less demand for mineral w