搞好促销活动的四个要点管理（Manage the four points of promotion）.doc

搞好促销活动的四个要点管理（Manage the four points of promotion） Preface： Promotion is one of the most important elements of 4P. Thousands of forms of promotional activities, brand common tricks is water and air together, terminal, media and channels linkage; small brands do not have too much communication costs, often to buy gifts, occasionally choose several important terminal do roadshow...... A promotion down, some enterprises earn gold and silver bowl; some one sum, found money spent, the effect is not. The enterprise marketing personnel in the years ago often want to toss out the difficulty for the brain a fatal form of promotion, but the results of emotion engage in or that a few strokes, so have the mental fatigue -- to do promotions, is not easy, but it is not so good! So, how can we successfully do a promotion? First, the purpose of promotion clearly. Before you make a sales promotion, the first thing you think about is what is the purpose of promotion I have seen 1 restaurants in the home to engage in promotional activities, the slogan is free food and drink for 1 weeks, the promotion as long as the content is to pay 10 dollars to buy a ticket, tickets can eat and drink freely after 1 weeks. Such promotions, businesses must accompany. But why should I do it? The reason is simple: this large restaurant is opened by a local official to promote the prosperity of the hotel, in order to launder money. If it is to improve the awareness of new products, new concepts for the purpose of general delivery of free, and with a large area of media transmission, in the first time to new products, new concepts into the minds of consumers. If the purpose is to clear up the stock, it is naturally low price, discount sales. If it is for the purpose of combating competitors, may be 1 sub brands hit his main push, to its channel rush goods, terminal prices lower than it. But it often gets revenge. If the purpose of building a brand image, and consumer interaction, access to consumer psycho