How to effectively promote liquor during off-season?

It’s off-season for liquor, do you want to do a promotion? It's a quite intriguing topic. If you do promotion, you are afraid that it will be like "a meat bun beating a dog - there is no return." If you don't do promotion, you are afraid of losing market opportunities and leading to blindness. But in actual market sales, when facing the off-season, many wine companies actually choose to wait for the arrival of the peak season; they choose to rely on the natural sales of the market; they choose to ask customers to "fiddle with" the market on their own. This is all negative. performance. In fact, from another perspective, the off-season is a good time for promotions. Why do you say this? First of all, although the overall sales volume is smaller in the off-season, there are also fewer manufacturers doing promotions. If you can take the initiative when others are "hibernating", you will get the opportunity to take the initiative, attack others, and seize the share of your competitors. It can attract consumers’ attention more. For example, credit store wine once launched a promotion with bottle cap prizes during the off-season. Although it was not very innovative and was just "one more bottle" (small bottle), the market response was very good, and the terminal driving effect was also very good. It is very obvious, as the old saying goes, if you invest, you will often get rewards, but if you don’t invest, there will be no rewards. This is also true in the off-season. Do marketing in the off-season and seek sales in the peak season. The peak season is actually the time to sell goods, and only the off-season is a good time to develop the market steadily. Since it is the off-season for product sales, not only manufacturers are relatively idle, but dealers, distributors, and terminal merchants are also generally idle. At this time, manufacturers can concentrate their people, money and materials, and use the less busy period to do a solid job in terminal distribution and distribution. Product display and vividness, free tastings, promotions, customer relations and other tasks lay the foundation for increasing sales during the peak season. When operating the market, Hubei Jinjiu, a leading brand of health-care wine, often takes the initiative in marketing during the off-season in summer. It quietly launches sales through street sweeping, display of terminal products, publicity in hotels and free tastings, etc., and waits for the peak season. By the time competitors found out and wanted to attack, Jinjiu had already established a firm foothold and easily got a share of the market. Shape and enhance brand image during off-season. During the peak season, there are many exciting ways to advertise, do promotions, carry out various terminal promotions, and build brands. At this time, even if you want to shape and enhance your own brand image, because all manufacturers are doing it, it is easy to fall into the same situation. In the vast ocean of qualitativeization. However, during the off-season, various means and methods will be reduced a lot. Therefore, at this time, you can use various sales-supporting materials such as TV, radio, newspapers, car body advertisements, wall advertisements, terminal display and activation, experiential marketing, etc. It can enhance the brand image in an all-round and low-cost way. In addition, the off-season is also convenient for promoting new products, adjusting product structure, training marketing teams, etc. It is precisely because off-season sales have so many advantages. Therefore, in the off-season, not only cannot "just wait for money", but also must take the initiative to " "Take action", through the design of reasonable promotion forms, to drive terminal sales, thereby creating a sales miracle that is not weak in the off-season. So, how to do promotions in the off-season? The direction of off-season promotions: Off-season promotions can be targeted at two aspects. One is promotion for channels, and the other is promotion for terminals and customers. Let’s talk about how to do promotion in these two directions respectively? The first is channel promotion. The key to whether products can sell well in the off-season depends on whether dealers, distributors and terminal dealers are willing to sell. Only by fully mobilizing the enthusiasm of channel dealers can we have the foundation to prosper in the off-season. Therefore, off-season promotions, first of all, are channel promotions. Products must be distributed through channel promotions. This is the first step in off-season sales. How to design channel promotion? First, you can hold an order fair. Holding an ordering meeting in the off-season may seem like a counter-trend and counter-market move, but it is actually a smart move. Through the ordering meeting, not only can manufacturers fully communicate with each other, but it can also facilitate the rapid delivery of the company's new products, new policies, and new marketing models. Information, thus making it easier for manufacturers to unite and work together to do a good job in the off-season market. However, it should be noted that when ordering meetings are held in the off-season, you must be cautious when formulating promotion policies. You should give less rebates and more rewards. Rebates are like eating from a big pot. Too much rebates can easily cause some customers to use part of the rebates to "smash" the market. The tendency to "channel" the market eventually leads to price inversion. As for rewards, they are only awarded to outstanding dealers in the off-season market, such as distribution, display, terminal recommendation, reasonable product structure, etc., so as to stimulate everyone's enthusiasm for sales without disrupting the market order. Second, channel-specific promotions must be based on the conditions that are not suitable for liquidation. Market chaos must come from price chaos, and one of the main reasons for price chaos is that channel promotion forms are too simple, such as just discounts, gifts, rebates, etc., which are easy to "bottom out", leading to some speculative dealers, The correct way for distributors to cross the "leap pool" is to strictly set up guide prices for channels at all levels, clarify the prices sold by channels at all levels, and violators will be severely punished. In this regard, channels at all levels can be promised benefits, but channels at all levels have It is necessary to collect margins at various levels, or mortgage them for rebates, etc., to restrict everyone's price behavior, severely punish market disruptors, and ensure the order and smoothness of the entire market order. Secondly, as a manufacturer, you can also "teach them how to fish" by designing incentive trips, training, etc. during order fairs or sales processes, so that dealers can be spiritually satisfied. , through training, dealers can also improve their operational skills and keep in step with the manufacturers.

For example, I have some training courses for dealers invited by some manufacturers every month. A wine company in Jilin uses the off-season to hold an order meeting. In addition to the regular reward policy, for example, a payment of 200,000 yuan is given as a reward for a three-day trip to Russia. , and also invited the author to conduct a half-day training on improving the core capabilities of these large dealers. The dealers gained both material and spiritual benefits, and were well received by the dealers. Another aspect of promotion is promotion for terminals. The terminal is the last mile of product sales. Therefore, in order to achieve dynamic sales of products in the off-season, it is necessary to design stimulating promotional activities for the terminal. What are the ways to do it? First, there is a prize inside the box. If the product wants to be sold, the first thing we have to do is to increase the box-opening rate. How to improve it can be achieved by setting up prizes in the box or inside the box. For example, Yangshao Wine gave away "Golden Buddha" activities, Songhe five-star wine boxes put US dollars in the box, and some wine companies gave away exquisite lighters, cigarettes, etc. in the boxes or boxes. By designing these awards, it triggered the terminals and their customers to pay attention to the products. The longing and hope for a product is a bit like buying a lottery ticket. They know clearly that the chance of winning 5 million is low, but many people are still willing to try. After all, what if they win? This actually gives people a kind of fantasy and hope, and people always live in fantasy and hope. Second, set prizes for bottle caps. Bottle cap awards are a tried-and-tested promotional tactic for many manufacturers. Although they are not innovative enough, the results are often surprisingly good. Many wine companies also include other fast-moving consumer goods, such as beverage manufacturers such as Master Kong, Wahaha, and Uni-President. Many of them are Using this method to arouse customers' enthusiasm for purchasing, although the amount of "one more bottle" or bottle cap cash is not large, due to the high probability of winning and the rapid spread of word-of-mouth effect, it is still favored by the majority of consumers, including terminal merchants. As long as there is a prize in the box or on the lid, the appetite of terminals and consumers will be aroused. End customers and marketers, especially terminal clerks, will have an extra "pretext" or bargaining chip for recommendation, making it easier for the market to accept it. . Third, waiter rewards. For alcoholic beverage channels, they are generally divided into ready-drinking channels, such as hotels, food stalls, restaurants and other catering establishments. The other is non-ready-drinking channels, including traditional channels such as wholesale markets, shops, supermarkets, etc., and for For alcoholic products, the sales volume in the ready-to-drink channel will be larger. But how to let the ready-to-drink channel focus on promoting its own products? One way here is to reward the waiters, because they are the promoters of end products. The "power of life and death" of many products, as well as whether they can be sold well in this hotel, are often in their hands. They have recommended them. The chances of your product being sold will increase. On the contrary, if they don't recommend it, it may be "unknown to others". Although it is put on the counters of hotels and restaurants, it just won't sell. Therefore, as a manufacturer, you can openly or covertly design the same hotel waiters to launch sales competitions, or give them certain cash rewards in the form of bottle caps and wine boxes, so as to stimulate their enthusiasm for sales. After all, many of these working girls from rural areas, etc. , the income is not high. In this way, they are virtually given an opportunity to increase their income, and they tend to work harder. Finally, for off-season promotions, we also need to pay attention to one thing in the form of promotions, that is, we must pay attention to the construction of hard terminals, and at the same time, we must also do a good job in soft terminals. What is a hard terminal? It refers to various forms of promotional materials that can stimulate customers to purchase in the sales place, such as display cabinets, shelves, POP, roll-up banners, banners, desk cards, framed paintings, etc. These hard terminals are ready , can form a certain momentum, stimulate the visual effect of consumers, and attract more attention from them. At the same time, it is also necessary to build soft terminals. What is a soft terminal is the manufacturer's terminal service and customer sentiment. This is the manufacturer's "Soft power" can better reflect the core competitiveness of an enterprise. Of course, in the process of designing promotions, as a manufacturer, if you can adopt joint marketing, that is, using different types of products as promotional items or gifts for each other, you can achieve low-cost promotions and also have the effect of mutually increasing brand awareness. However, it should be noted that manufacturers that adopt joint marketing must be consistent in terms of grade, industry status, etc. They should not use first-class brands to promote third-rate products. This will undoubtedly lower the grade of their own products and will not achieve the desired effect. The intended effect may, on the contrary, cause harm. In short, the off-season is a good time to do promotions. As a manufacturer, we must change our inherent thinking mode and firmly establish the concept of "only off-season thinking, no off-season market". By not following the conventional rules, we must plan to suit the market. In terms of promotional activities, manufacturers must be able to maintain the off-season, so as to stand out and make the market stronger and bigger.