How to make a good off-season promotion policy for beverages?

According to the survey, many wine companies choose to give up the promotion plan in the off-season of drinks. This is a phenomenon worthy of discussion. According to the analysis of relevant experts, the off-season is actually a good opportunity to shape and enhance the brand image. During the peak season, advertising, promotion, terminal promotion and brand building are all brilliant. At this time, even if you want to build and enhance your brand image, it is easy to fall into a homogeneous Wang Yang, because all manufacturers are doing so. But in the off-season, various means and methods will be reduced a lot. Therefore, at this time, we can promote the brand image in an all-round and low-cost way through various marketing schemes such as network, TV, radio, newspaper, body advertisement, wall advertisement, terminal decoration activation and experience marketing.

In addition, the off-season is also convenient for promoting new products, adjusting product structure and training marketing team. It is precisely because there are so many advantages in off-season sales that we can't "wait for money" in off-season. We must also take the initiative to "sell" and stimulate the sales of terminals by designing reasonable promotion strategies, thus creating a sales miracle that is not weak in off-season.

Off-season promotion direction:

First, the promotion of channels should be based on the fact that it is not suitable for realization. Market chaos inevitably comes from price chaos, and an important reason for price chaos is that the channel promotion situation is too simple, such as only discounts, gifts, rebates and so on. It is easy to "bargain-hunting", which leads some speculative dealers and distributors to cross the line. The correct approach should first be to strictly set the price of channel leaders at all levels, clarify the price of channel sales at all levels, and severely punish violators. In this regard, we can promise the interests of all levels of channels. However, channels at all levels should collect deposits at all levels, or mortgage their rebates to restrain everyone's price actions. In addition, those who disturb the market order should be severely punished to ensure the orderly and smooth market order. Secondly, as a manufacturer, we can not only "give people fish", but also "give people fish" by designing incentive tours and training in the order meeting or sales process, so that dealers can be satisfied mentally. Through training, they can also improve their operating skills and keep pace with manufacturers.

Second, you can hold an order meeting. Holding an order meeting in the off-season seems to go against the trend, but it is also a smart move. Through the ordering meeting, not only the dealers can fully communicate, but also the information of new products, new policies and new marketing models can be quickly transmitted, which is convenient for dealers to hold a group together, and Qi Xin will work together to do a good job in the off-season market. However, it should be noted that in the off-season, we must be cautious in holding order fairs and formulate promotion policies. We should not return more rewards, but eat the same pot. Too many rebates will easily lead some customers to take out some rebates to "smash" the market and "escape" the market, which will eventually lead to price inversion. As for rewards, only the excellent dealers who have done well in the off-season market are rewarded, such as distribution, decoration, terminal recommendation, reasonable product structure, etc., so as to stimulate everyone's dumping enthusiasm without destroying the market order.

First, the bottle cap has a prize. Bottle cap award is a tried-and-true promotion method for many manufacturers. It's not innovative enough, but it's effective

Fruit is often surprisingly good. Many wine companies, including other FMCG products, use this method to stimulate customers' purchasing enthusiasm. Although the cash amount of the bottle cap is not much, it is still sought after by consumers including terminal manufacturers because of its high probability of winning. As long as there is an award in the box or on the lid of the box, the appetite of the terminal and consumers will be hung up, and the terminal customers and marketers, especially the terminal clerk, will have one more recommendation.

Second, there are prizes in the box. If the products want to be sold, the first thing we should do is to improve the unpacking rate.

How to make progress can be achieved by setting prizes in boxes or boxes. For example, the "Golden Buddha" activity of Shaoyang wine, the dollar activity of five-star wine boxes in Song He, exquisite lighters and cigarettes in boxes or boxes of some wine companies, etc. Through the design of these awards, the yearning and hope of the terminal and its customers for the products are aroused, which is very similar to buying lottery tickets. Knowing that the probability of winning 5 million is not great, many people are still willing to try. After all, what if they win? This actually gives people an ideal and hope, and people always live in ideals and hopes.

Third, the waiter award. Liquor channels are generally divided into ready-to-drink channels, such as hotels, food stalls,

Dining occasions such as restaurants, and other non-ready-to-drink channels, including traditional channels such as wholesale markets, shops and supermarkets. For alcoholic products, the sales volume of ready-to-drink channels will be even greater. But how to make the ready-to-drink channel focus on promoting its own products? Here is a way to reward waiters, because they are the promoters of end products, and the "life and death power" of many products and whether they can sell well in this hotel are often controlled by them. If they emphasize the recommendation, the sales opportunities of your products will increase. On the contrary, if it is not recommended, it may be "kept in an inner room, and no one knows her". Although it is also put on the counter of the hotel, it is not for sale.

Therefore, as a manufacturer, we can design the same hotel waiter, hold a sales competition explicitly or implicitly, or give some cash rewards in the form of bottle caps and wine boxes to stimulate their enthusiasm for dumping. After all, many of these migrant girls from rural areas have low incomes, which gives them the opportunity to increase their income invisibly. They often work hard.

Finally, in the off-season promotion, we should also pay attention to the promotion situation, that is, we should pay attention to the construction of hard terminals and do a good job of soft terminals.