How to do the marketing strategy of liquor?

Diversified marketing model 1 conference marketing conference marketing is much stronger than single advertisement in word-of-mouth establishment and service communication. First, you can directly contact consumers, accurately grasp consumer demand trends and various feedback opinions, and directly promote sales. Second, it can save a lot of pre-advertising expenses for enterprises, greatly reduce the cost of enterprises, control the cost and have less risk, which is particularly important for non-mainstream manufacturers with weak financial strength. For example, Sunset Red Health Food regularly conducts conference marketing for elderly customers, which not only enhances customer loyalty, but also improves performance. Therefore, as an important tactical means, conference marketing is favored by more and more manufacturers. 2 experiential marketing experiential marketing is to make full use of the ability to perceive information in the whole marketing process, intervene in the behavior process by influencing consumers' feelings, and thus influence consumers' decision-making process. Experience is a collection of sensory stimulation, information and emotional points in the communication between enterprises and customers, so it is the key to experience marketing to make the consumption process (that is, the product transaction process) a memory. Many manufacturers pay more and more attention to the important role of experiential marketing. For example, Nongfu Spring directly allows customers to experience the manufacturing process of products through industrial tourism, which not only greatly improves customers' trust in products, but also introduces what they have seen and heard to relatives, friends and colleagues, forming a good word-of-mouth communication effect. Word of mouth is very important, and everyone must pay attention to it. Other marketing methods: when distributing goods, I found that all end customers are looking at which manufacturer has more prizes, and they will consider the goods of the manufacturer with more prizes. Therefore, the terminal distribution policy can quickly narrow the distance between products and terminals. In the case of product homogeneity, many terminal purchases value not the products of enterprises, but the preferential policies attached to commodity distribution. In view of this, in the product warehouse pressing stage, the enterprise cooperates with the dealer to take the initiative to attack and give the terminal a certain reward for distributing goods according to the situation, thus stimulating the terminal stores to purchase goods. If classified by reward methods, there are many kinds of commodity distribution rewards, such as quota rewards, purchase rewards, account opening rewards, promotional product support, free products and so on. If you want to enter the store, pressing the warehouse first is the first condition. If you encounter too much resistance in the process of goods distribution, you should be good at analyzing and studying the process of goods distribution. Through the first trial sale, let all the personnel of manufacturers and distributors sum up together at the end, such as: which types of terminals are easy to shop and which market areas are easy to shop, and we can adopt the strategy of "easy before difficult" to distribute goods to avoid competition in distribution channels. But we must pay attention to those terminals that will be ignored by everyone or continue to explore new terminal outlets and open up new sales channels. FMCG products are generally various types of terminals, such as wine outlets in restaurants, famous hotels, supermarkets and convenience stores. Considering the channel competition, when it is difficult to lay a large number of terminals in the early stage, such as alcohol catering terminals, you can first consider entering from small terminal outlets such as convenience stores. When the commodity distribution in the central area of the city encounters great resistance, we can consider starting the commodity distribution around the city and taking the road of encircling the city from the countryside. Doing so can boost morale and enhance everyone's confidence in dealing with more difficult market areas. Enterprises with point and area can concentrate resources, choose key terminals and a certain area to make breakthroughs, and spread goods with point and area through demonstration effect. For example, first start the terminal that has great demand for us to set a benchmark, and rely on its influence to penetrate into the surrounding terminals to distribute goods. You can also start some retail terminals in a small area to build the confidence of other terminals in selling products, so as to achieve the purpose of distributing goods from the starting point. Especially in some towns and villages, because as long as our products enter some stores, other stores will also enter some goods accordingly. Because they also have concerns, afraid that other stores will grab business. Bundle drive When new products enter the market, in order to reduce the resistance of new product distribution, we can also adopt the strategy of bundle drive to drive the distribution of new products through best-selling products. New products and best-selling products are sold together, and using the terminal of the original best-selling products to sell with goods can reduce the resistance of new product distribution, so that new products can reach the retail terminal quickly and meet consumers as soon as possible. If consumers have too much resistance to commodity distribution when pulling commodity distribution, they can also consider starting from consumers and directly acting on end consumers to stimulate consumers' purchasing enthusiasm. As long as the consumer is activated, the terminal point of sale will have the expectation of selling good products, and will follow the trend and demand the delivery of products, so the resistance to the delivery of goods will be greatly reduced. The specific ways to start consumers can be through community promotion, on-site buying and giving activities. For example, you can communicate with key terminals that refuse to purchase goods near the community and conduct on-site promotion activities in the community. In the process of sales, you can tell consumers that the terminal has sales information, and the sales profit of the day belongs to the terminal. Through such activities, the terminal can see that the products sell well, thus stimulating the terminal to buy goods. After being blocked repeatedly, the enterprise can spread the goods by borrowing and inducing. The enterprise sends a special person as a customer to each terminal to inquire about its products and expresses that it wants to buy them. After asking more times, the store has an impression of this product and thinks that this product should sell well. At this time, it is not difficult for sales staff to distribute goods again. For example, some of our terminal stores went to our company several times without entering our products, saying that no one mentioned it, fearing that it would not sell well. When we found his problem, we also made some illusions accordingly, that is, people from our company went to this store to spend money, and every time they designated to drink our Longjiang Jiayuan products, twice at a time. After a long time, the store will take the initiative to call our business staff and ask for our products. Due to diligence, our business people will encounter terminal rejection when delivering goods. At this time, they will lose confidence in the terminal and will not patronize the terminal every time they deliver goods. This is wrong, the more so, the more we should do a good job in customer service. When distributing goods, the customer relationship with the terminal is the decisive factor to determine the success of distributing goods. It may be easy to realize the distribution of goods at a terminal familiar to the distributor or a terminal introduced by a friend. As the saying goes, a rebirth, two acquaintances and three encounters are friends. After the natural delivery is blocked, the natural delivery personnel should have patience and perseverance to visit and communicate more. When they visit, they can help the terminal to do what they can, such as sorting shelves, cleaning and helping to do what they can. Through the hard work and persistence of the shopkeepers, we left a deep impression on the terminal shopkeepers, embarrassed them and moved our staff, thus realizing the smooth distribution of goods. When the promotion team spreads goods, it can establish a multi-person promotion team to spread goods, and attract terminals through the parade of the distribution team. Before distributing goods in a certain area, you can use the motorcade to parade and publicize the goods on the determined route. There should be a unified product advertisement on the car body, and music or colorful flags can be played on the car body to attract the attention of passers-by or terminals, so as to create a publicity atmosphere and produce a sensational effect. Through the parade, you can influence the terminal and improve the brand awareness. After the parade, it is necessary to cooperate with the team to distribute goods in time, and the team members have a clear division of labor. Through the coordinated operation of the team, the smooth distribution of goods can be realized. For example, that's what we did in lubei district. Every month, we will choose one or two regions to conduct large-scale training for employees above the head of the whole branch. First of all, we need a team to build momentum, a unified propaganda car and uniform clothing to let local consumers know about our products. Then divided into several groups, divided into several areas. Carry out centralized distribution. This will let the terminal store know the strength of our company, trust our company more, and let their worries disappear. Promotion and publicity. Popularize 1. Promoters: Set up promoters in restaurants or supermarkets to introduce your products to consumers. The success rate of sales depends on the price of your product, the image and language expression ability of the promoters; 2. Promotion fee: Promotion fee should be a hidden rule in most sales activities. A reasonable promotion fee will make catering waiters or shopping guides strongly recommend your products. But I'm not sure whether it will affect you in the current form of cracking down on commercial bribery. I think the promotion activities will play a great role in the catering industry. If you want to sell successfully in the supermarket, you should turn your products into consumer goods or gifts. Increase the number of people who actively buy your products. I think the advertisement for wine seems to burn money. You can use your brain in other places, such as packaging. Of course, bottles and boxes can't be exchanged. If you get some high-end festive packaging, it can also play a role in makeover. Add blessing words (see your products for specific words) to seize a certain field: such as gifts, wedding banquets, birthday banquets, celebrations, etc. Imagine that if your product appears at all the wedding tables, then you are not rich. Personal opinion, for reference only!