Successful cooperation case of camel redemption and Fenjiu
In 20 14, Fenjiu promoted a mid-range liquor product with a retail price of 100 yuan, and chose to pilot it in Datong City, Shanxi Province. The gifts are 10 RMB phone bill instant recharge and Apple IPad(JD.COM purchase instant delivery).
The promotion budget of each bottle of wine is set to 5 yuan, and the winning rate is set to 50%, that is, every two bottles have 10 yuan phone bill, and Apple IPad has 12 sets.
Compared with the traditional promotion methods in the past, the effect and efficiency have been greatly improved, which are summarized as follows:
1, sales increased significantly.
After the consumer scans the code and wins the prize, the phone bill will be charged to the consumer's mobile phone within 2 minutes, which directly stimulates the consumption atmosphere of drinking and has an obvious pulling effect on the consumption of wine. The data is proved as follows:
After the activity, we compared the consumption of winning and losing consumers in the background data. Through data analysis, it is found that the average number of bottles consumed by the winning consumers is 1.47 bottles, which is 28.3% higher than the average number of bottles consumed by the non-winning consumers 1. 15 bottles, which means that winning the prize can stimulate the consumption of liquor.
Taking the unit price 1 bottle as an example, the promotion of telephone charges directly boosted the consumption of Fenjiu by 28.3 yuan. Compared with the promotion investment in 5 yuan, the consumption growth of 28.3 yuan is obviously sustainable.
2. Grasp the consumption data
After the promotion, a total of 6,635 mobile phone numbers of consumers (representing liquor consumers 1 a) were mastered, including 3 12 mobile phone numbers that consumed more than 10 bottles, 4/2 mobile phone numbers that consumed more than 5 bottles10 bottles.
Camel has been promoted with prizes, leaving behind real and clear comprehensive consumption data such as mobile phone number, consumption time, consumption area and consumption frequency, so as to grasp the heavy consumption groups of Fenjiu and carry out subsequent secondary marketing, key attention and consumption research.
Compared with previous promotional activities, the result of promotional activities is just a pile of bills and unverifiable photos, while the result of camel exchange is unimaginable and clear consumption data.
3. Balance of promotional expenses
The planned budget for the pilot activities of camel prize promotion is 265,438+0,000 yuan. Because the first promotion was not in place, the consumer participation rate only reached 6 1.2%, and the actual promotion cost was1.4,21ten thousand yuan. However, the promotion fee in the two-dimensional code winning code that did not participate was not spent, accounting for nearly 40% of the liquor balance.
If we follow the previous promotion, the cost will not only have no balance, but 80% will not reach the real consumers and terminals.
4, activity manpower saving
Promotional activities only put cards or labels on wine boxes when they leave the factory and distribute them to the retail end according to normal circulation. The phone prizes and Apple IPad gifts in the whole promotion are all carried out in a fully automatic way, and the phone bill is immediately charged to the mobile phone designated by the consumer. If Apple IPad wins the prize, it will be automatically delivered to the winning consumers by the express logistics in JD.COM Mall after verification by the manufacturer, which not only brings good winning experience to consumers, but also saves a lot of manpower and material resources for manufacturers to purchase, store, distribute and write off gifts.