Extended data:
Common promotion means
Promotion refers to the use of various effective methods and means by enterprises to make consumers understand and pay attention to the products of enterprises, stimulate consumers' desire to buy, and urge them to realize their final purchase behavior.
1. Anti-seasonal promotion method: Generally speaking, for some seasonal goods, there are often points of off-season sales. Because the mass consumption psychology is "if you have money, don't buy leisure for half a year", that is, put forward demand on time and buy what you lack. The same is true for businesses, which basically supply goods on time.
Therefore, goods are often in demand in the peak season of consumption, and are often unsalable in the off-season. However, some enterprises do the opposite. In summer, our winter clothes, such as fur coats, heating appliances, leather boots, down jackets, etc., which were originally unsalable in the market, are very popular in some cities.
This is what people often call "anti-season promotion". Businessmen with calculation often provide off-season goods, and there are also many buyers among consumers, the main purpose of which is to obtain the seasonal price difference.
2. One-time promotion method: merchants purchase a large number of popular and best-selling goods, advertise heavily, and constantly expand sales, because the business principle of merchants is to earn back the profits they can earn. However, the famous Lyle store in Italy did the opposite and adopted a one-time sales method. All the goods in this shop are sold only once, and then they are no longer bought. Even if it is hot, it is painful to give up.
On the surface, the store lost a lot of easy profits, but in fact, the store accelerated the turnover of goods and realized greater profits because all the goods were very popular. This is because the store has grasped the customer's psychology of "scarcity is precious" and made a strong impression on customers. Customers think that the goods sold in this store are the latest, so it's now or never, and they can't hesitate.
Therefore, as long as there is anything on the market in this store, there will be a scene of snapping up. This method is similar to the "limited sales method" adopted by some shops in China.
3. Cultivation promotion method: this refers to the promotion method of attracting old customers in the form of after-sales service. Some shops selling electrical appliances, watches, glasses, etc. Register the customer's name and address, and then through special interviews or questionnaires, find out whether the goods purchased by old customers in the store have problems that need maintenance, and introduce new goods.
The purpose of doing this is to increase customers' goodwill towards our store and let them buy related new products, which can often achieve miraculous results. The key to this promotion method is that the store has a perfect customer management system and can maintain regular and in-depth communication with customers.
4. Turnover price reduction promotion method: This requires merchants to select some goods as special offers in batches, make large posters and post them inside and outside the store, or print small leaflets and distribute them to customers. These special offers are limited to three or four kinds in each issue to attract customers with small profits but quick turnover, and the products in each issue are different to cater to customers' curiosity.
In this way, when customers come to the store to buy special goods, they also buy other non-special goods by the way. Of course, there is little or no profit from special commodities, but it can be made up by promoting other commodities.
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Baidu Encyclopedia-Promotion Means