The marketing of Christmas, New Year's Day and Spring Festival is very different from that of the Golden Week on May 1st and 11th. The sales and promotion of May Day and Eleventh Golden Week are mainly concentrated in a short time. Days, and during the Spring Festival, there are many festivals, many sales peaks and long duration. Judging from the situation in previous years, there are basically three peaks: Christmas-New Year's Day, the second half of 65438+ 10, and the second half of Spring Festival. Especially in the last two weeks of the second half of June 5438+ 10, consumers' pockets are the most substantial in a year due to the massive payment of wages, bonuses and holiday expenses, and the market sales at this time are also expanding rapidly.
Second, clear the "key battlefield" of promotional bombing.
The most taboo of putting in promotional resources is that there is no focus, no purpose, and casting nets everywhere. There is a saying in the mobile phone industry that "it is better to put resources in one basket than in all baskets".
Step 1: Combine the advantages and disadvantages of the company's products in various cities and delineate the scope of key cities.
The consumption of any commodity will have obvious regional characteristics. For example, Motorola's mobile phone sales in the north are obviously better than those in the south, while Nokia's mobile phone sales in the south are obviously better than those in the north. Every brand needs to define its own advantages.
In addition, the main sales hotspots of Christmas and New Year's Day are in the first, second and some third-tier markets, and it is basically unnecessary to consider the fourth-tier market, because consumers in the fourth-tier market (mainly local residents and farmers) are not too sensitive to these festivals, and it is difficult to form a consumption boom; The main sales hotspots of the Spring Festival cover the third-and fourth-tier markets, because most migrant workers and immigrants will return home to visit relatives, which will drive the consumption of mobile phones in the third-and fourth-tier markets.
Step 2: List the customers in the resource set.
For some powerful brands, effective control of retail stores can be achieved through the investment of resources; For some weak brands, the input of resources may need to pay an extra price (such as store entrance fee, advertising fee, sponsorship fee, etc.). ). Therefore, holiday promotion also follows the 28 principle, whether it is a top mobile phone manufacturer or a big distributor. Among the more than 30,000 mobile phone retail stores in China, only1000-2,000 "grain-producing retail stores" need to be promoted and bombed, and basically the effect can be achieved.
Third, compete for the "strategic resources" of retail stores in advance.
There are two kinds of promotional resources: one is strategic resources, mainly including light boxes, shop banners, excellent promoters and so on. First, general resources, mainly including posters, stickers, Yi Labao and so on.
Strategic resources can be found in rare commodities and are often priceless in the market during holiday promotion, so they are often focused on. During the Spring Festival, strategic resources such as light boxes should be signed with retail stores in June 165438+ 10, and they should be signed as continuously as possible until February next year, and the contracts must be fixed. This will not only ensure the fairness of the price, but also "occupy the mountain" and "squat the mountain" all the time.
It must be noted that the advertising display space of retail stores often becomes a place of friction among enterprises. How to protect their own "achievements" has become one of the important tasks of holiday promotion for grass-roots personnel. Generally speaking, if you have occupied a position, there are people to take care of it; It is difficult to be replaced unless the retail store owner intervenes.
Promoters are the most important resources for mobile phone dealers and manufacturers. The importance of a single brand of mobile phones sold by promoters can reach 70% of the total sales.
The work of promoters mainly focuses on two aspects: recruiting temporary promoters in advance and taking measures to retain excellent full-time promoters.
The purpose of hiring temporary promoters is to prevent the shortage of holiday promoters. From the past experience, the employment of temporary promoters is most suitable for college students because of their excellent quality and low cost; Secondly, people with local accounts can be considered. However, it is difficult to recruit enough college students during the Spring Festival, because they are faced with the problems of final exams and going home at this time, so the company usually needs to establish a temporary database of promoters in case of emergency.
The recruitment of temporary promoters should start from June 5438+065438+ 10. After several weekends of training and drills, the quality of personnel during the festival can be fully guaranteed.
Taking measures to retain excellent full-time promoters requires a combination of long-term and short-term strategies, which will not be detailed in this article.
General resources should seize the opportunity, such as the layout of posters and piles should not be too early, otherwise it is likely to be replaced by other enterprises; As for important positions such as doors, try to arrange floor stickers, X-shaped brackets and other displays.
Four. Contents and forms of promotion
Media advertisements: including TV, radio, newspapers, internet and other advertisements. Because during the festival, consumers' activities are mainly entertainment, reunion, tourism and leisure, and less attention is paid to the media, so advertisements should be rolled out before the festival to avoid being placed during the festival; Because many consumers like to go online to compare the latest product information when buying electronic products, it is better to put in internet advertisements and soft articles.
Terminal display: including light boxes, banners, posters, table cards, X display tables, piles, flags, single pages, floor stickers, etc. This has been described in detail above.
Sponsor: There are two types: full-time and temporary. As mentioned above.
Roadshow: This is a very effective way to promote the brand and attract the popularity of the scene. However, because of the cold weather during the Spring Festival, it is far-fetched for consumers to stand outdoors and watch your roadshow. Therefore, roadshows are a good way for retail stores to attract popularity, but it is difficult to become a sharp weapon for manufacturers to sell.
Gift-giving: the patterns of gifts are constantly being refurbished. But consumers mainly buy mobile phones instead of gifts, so gifts don't need to be too surprising. It is best to choose some daily necessities. For example, Nokia and Motorola's favorite gifts are daily necessities such as bags, watches, kettles, towels and T-shirts.
Lottery: a new promotion method in mobile phone industry. Consumer participation is not high, the actual effect is limited, but it has a certain effect on creating a festive atmosphere.
Discount: Generally initiated by retailers (especially appliance stores). Or direct discount, or how much to buy, but some have raised the guide price, some have used special products, and some have provided shopping vouchers, so they have a bad reputation and are not recommended.
Real machine demonstration: The goods that ordinary consumers see are machine models, and it is difficult to produce * * * sounds. If there is a real machine demonstration, consumers can directly feel the functions and characteristics of the mobile phone, thus generating a desire to buy. Enterprises should try their best to take the real machine to the cabinet for demonstration.
Of course, no promotion method can cover all promotion functions, and each has its own advantages and disadvantages. The input of resources should not be too monotonous, and a three-dimensional promotion atmosphere should be formed.
Judging from the evaluation of the effect of mobile phone promotion in previous years, the most effective is the promoter resources, followed by terminal display, real machine demonstration, gift giving and so on. The terminal display mainly includes light boxes, door stickers, Yi Labao, posters, banners and other large-scale displays. The quality and use value of gifts need to be fully considered, while roadshows and lottery tickets are less effective during holiday promotion.
V. Distribution of promotion resources in different regions
Once the allocation of resources is unreasonable, the direct consequence is that there are no resources where they are needed, but there are no resources where they are not needed.
Take the POP of a high-end mobile phone as an example, the distribution should be based on the sales of high-end mobile phones in various regions, not on the market capacity of each region. There is not much demand for this material in many third-and fourth-tier markets, and the demand for this material in the suburbs of many first-and second-tier cities is also limited. Only the central areas of first-and second-tier cities have the greatest demand for this material.
What we often see is that many areas are often short of resources in the last few days of the festival, and it is difficult for a clever woman to cook without rice, and many rare market opportunities are lost in vain. It is easy to coordinate the imbalance of resources in various regions of a city, but once this happens among cities across the country, it is difficult to coordinate the distribution in a short time.
Therefore, the headquarters and provincial branches also need to maintain a certain inventory to prevent the above accidents.
Resource allocation needs to focus on the following parameters: the number of customers such as key retail stores and stores, the sales of provincial branches in previous years, the planned sales of provincial branches, and the sales of provincial branches in previous months.
By giving different weights to the above key arguments and designing an effective calculation formula, we can make clear the quantity that should be distributed in each region.
At the same time, it should also be noted that due to the long promotion time of the Spring Festival and several peak periods, the distribution of promotional resources such as gifts and terminal displays can never be in place at one time, but should be distributed step by step and in batches in a planned way. At the same time, it is necessary to know the consumption situation in various regions in time and form benign feedback.
After the above five points are considered properly, a set of feasible promotion schemes will basically take shape. According to the author's planning experience in previous years, a successful promotion plan must be planned in advance. Although the major festivals span three months, the planning proposal of the promotion plan was "ahead", and a preliminary plan was formed in 165438+ 10, and a final plan was formed through discussion in early February of 65438. The key is to pilot the promotion plan and get the evaluation report, so that the resource plan can be accurately distributed to all localities. Facts have proved that untested promotion plans often end in failure.
Link: Remind the sales director.
Wang Ziwei
"Without sound, even the best play can't come out." Without good implementation, no matter how good the promotion plan is, it will not be effective. The sales director of the company should pay attention to the following two points besides doing what he should do step by step:
First, at present, multiple combinations of "grain and grass" should be prepared.
There may be several waves of promotional activities in big festivals, and there are many materials to be prepared, from publicity to gifts, generally as many as a dozen or even dozens. So it is good to make more preparations early.
Of course, this is not to encourage people to make the promotion activities complicated. On the contrary, the author thinks that the simpler the promotion activity, the easier it is to implement, the better. However, the market in different regions of China is quite different, and it is difficult to distinguish between simple promotions, so it is difficult to reflect the advantages of promotional activities.
Our company organizes large-scale promotional activities, usually there are more than six kinds of promotional products, because we have to consider different terminal types and geographical differences; Considering the different psychology of dealers to bear the cost, there are at least nine kinds of gifts. Because we are a regional distribution system, when the company distributes these items, we directly package five combinations, and we have already communicated with dealers in the early stage to determine which combination to use in which region or terminal type.
Second, it really takes "food and grass"
The circulation of information is of great significance to logistics and capital flow, and it is self-evident for large-scale promotion that may be adjusted at any time. For example, one of the disadvantages of the regional total distribution system is that the trust of the company in arranging quick promotion or targeted market counterattack can be imagined.
So, before New Year's Day in 2004, we lured dealers to get the contact information of most terminals (including mobile phone numbers). Subsequently, the company bought a set of mobile phone information mass sending system, which almost exploded in the promotion activities. It was originally predicted that only dozens of terminals would participate in the promotion, but now the number of terminals that need to participate in the promotion has doubled! This is because the terminal promotion fee needs to be paid by the general distributor, and the short-sighted distributor originally wanted to save a sum. This will also make it impossible for dealers who want to deduct gifts.
On which festivals do mobile phone manufacturers usually hold May Day or November Day activities?
What do mobile phone stores usually use to brush iOS devices: Aisi Assistant, iTunes.
Android device: Brush Wizard (especially miflash is commonly used by Xiaomi)
What promotional activities do gyms and dance training institutions do in general festivals? Even if there are discounts, fitness cards and coaching classes are discounted, only this one can be a little attractive.
As far as I know, what software is commonly used in mobile phone stores?
Wmram, Android and MAC are all directly brushed by PC, which is ordinary brushing software.
If you go to the store, you shouldn't accept after-sales service. Don't accept everything.
However, some Nokia mobile phone credit card systems require special hardware.
Do mobile phone shops usually rent mobile phones on a monthly basis? Generally speaking, there are
Does the mobile phone shop usually have maintenance? If there is a problem with your machine, in order to understand and solve the problem more pertinently, it is recommended to send the machine to the nearest service center for testing, and the service center will determine the specific problems, accessories and other hidden troubles of the mobile phone according to the test results.
If the warranty period expires and the warranty conditions are not met, the service center will give a quotation for specific accessories and maintenance costs.
Please visit Samsung official website-after-sales service column-self-service-service center query-select province-city-product-click on the left side of the screen to query the service center for the address and contact information of Samsung Electronic Service Center.
If you need to query the price of mobile phone maintenance, you can do it in the following two ways:
Method 1. Log in to official website to inquire about the reference standard of maintenance cost and the reference price of spare parts outside the warranty period.
Method 2: Consult the service center to find out the maintenance cost: Send the mobile phone to the nearest service center, and the engineer will determine the specific maintenance price of the machine according to the product testing results.
Do mobile phone stores usually offer discounts at the beginning of school? There will definitely be discounts when the school starts, but you must choose carefully, because this time is also a time when "swindlers" are rampant, especially those who sell cards. In fact, they are usually in 50 yuan, and they may sell for 100 yuan when the school starts. Be careful!
When buying a mobile phone, you must buy licensed products, that is, genuine products. Don't be cheated. There are many fakes in the market. Be careful, look at the quality of the mobile phone and the anti-counterfeiting mark on the battery panel, and observe and compare more. The price difference between different sellers is a bit big, and some will send phone bills. Please read it before buying it. Don't buy them on impulse. Good luck!
What time does the Apple mobile phone store usually close? Direct stores close at 10 pm, and some of them are in the mall according to the regulations of the mall.
Apple is a high-tech company in America. It was founded by Steve Jobs, stephen wozniak and Ron Wayne on April 1. 0976, 2007. It was named Apple Computer Company, and was renamed Apple Company on April1October 9, 2007, with its headquarters in Cupertino, California.
Apple1980 65438+February 12 went public, and in 20 12, it set a market value record of $623.5 billion. 20 16 On July 20th, Fortune released the latest list of the world's top 500 companies, and Apple ranked 9th. In June 5438+1 October of the same year, Apple became the first1brand among the 20 100 most valuable brands in the world.
20 17 In February, Brand Finance released the list of the top 500 global brands of 20 17, and Apple ranked second. On June 7th of the same year, the list of Fortune 500 in 20 17 was released, and Apple ranked third.