Three Mistakes In Clothing Promotion And Countermeasures

Insufficient understanding of sales promotion

What is sales promotion? What kind of role do promotions play in the new market environment? Do promotions mean discount prices? Why do we still fail to get sales after a discount?

Many businessmen and even professional promoters have become increasingly vague about the understanding and understanding of sales promotion. How to reposition and think about sales promotion has become a thorny problem that has to be solved.

That is to say, the importance of how to operate the promotion tool is not the method itself, but what problems can be solved by promotion?

Insufficient use in promotion

Apart from understanding how to reposition sales promotion, there are still many problems in how to operate sales promotion.

The inherent promotion experience is getting lower and lower in the new market.

It is becoming more and more important to find new promotion modes and promotional combinations, and to re apply sales promotion.

For example, the price reduction may be a sales promotion weapon that will never fail. "There is no brand loyalty that can be offset by 2 cents cheaper." even though this seemingly simple sales promotion method, different businesses will have different effects.

For example, we promote sales system for celebrity palm computers.

When the price promotion of "popular storm" is introduced, the price reduction has been pushed to a new height. The purpose of the promotion is to make consumers use the "higher quality and lower price" PDA. The price reduction promotion has become the important tool to communicate with consumers and establish brand understanding and loyalty, which is far beyond the bottom level competition of the vicious price reduction.

Inadequate promotion planning

Few enterprises have made overall and meticulous sales promotion.

Most enterprises are rushing to battle when they are promoting sales, or inertial thinking leads to seasonal or seasonal promotions.

In this way, there is no systematic planning promotion, and naturally there will be many problems. Especially when everyone is doing this, in the background of keeping pace with the wind and comparing with others, it will be hard to see the excellent form of promotion.

2. the way to promote sales:

The three one project

The way to promote sales is not to update the present sales promotion, but to solve the problem of sales promotion. That is to say, the problem of repositioning sales promotion is the only way to solve the problem.

What is the promotion? What is the promotion experience? Long term sales promotion experience tells us that in the new market environment, promotion is not only a tool to increase sales volume, but it also makes the promotion level too low. There is no way out. Promotion is not a devil who hurts the brand. On the contrary, if it works well, it is a good tool to promote brand loyalty. McDonald's has established brand loyalty through continuous cultural promotion, and it has proved that it is successful.

It is a powerful weapon for deep communication with consumers on the basis of sales promotion such as discount, price reduction, gift and so on. In this process, it is easier to establish consumer's concern and understanding of brand and establish brand loyalty.

One message

A message comes from promotion positioning.

The so-called promotion positioning refers to the promotion and promotion of the promotion system. All promotional forms and promotional combinations tell consumers a unified message and make the information relative to the core value of the brand, thus promoting consumers' understanding of and understanding of the brand while enjoying the benefits of the promotion, so as to promote brand building, enhance brand loyalty and accumulate brand.

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For example, in the process of promoting the design of celebrity palm computers, we designed a standardized annual promotion plan and promotion system, and tried to make every promotional action convey a message - "higher quality and lower price", in order to balance and counterpoint with "palm computer experts" of celebrities, so as to achieve the goal of balanced development between sales promotion and brand marketing.

brand

With the development of market complexity, the personalization of consumers is becoming more and more obvious. In particular, the new generation of consumers who have just grown up, they grow up with almost all kinds of promotions. The general promotion methods have no attraction for them, especially those of low-level promotion without systematic lack of communication.