Before the Mid-Autumn Festival, when the author conducted training on “low-end market developmentâ€, several marketing managers suggested that the terminal sales promotion activities that companies regularly carry out at commercial companies are more like gifts, and that people are less and less enthusiastic. The company also seems to be perfunctoring. More importantly, terminal sales have not been improved because of these activities.
The author believes that the following three issues need to be resolved in order to organize product promotion activities on the platform of secondary commerce or distributors:
1, what to promote? For new generic drugs or promotional products with recent preferential policies, we can give customers a list of product details and outline the key sales promotion products. Enterprises must understand the features and advantages of the new generic drugs, and in particular, highlight the conveniences that can be brought to the doctors in the diagnosis and treatment of the primary care providers. The primary and secondary medical institutions do not have high software and hardware support. These facilities are often better than introducing a brand new one. Drugs are more realistic.
2. To whom? This problem seems simple enough, but we would like to participate in the activities of those big end customers, those who have had communication with us, before the promotion meeting, we already have some understanding of our products, and then After this event, you can leave a deeper impression. To achieve this, it is necessary to establish a visit and screening system for end customers. The purpose of this screening is to discover and select terminals that have real potential and goodwill for the product. The visit is to really do a good job of the customer and make our products the first choice. . In order for them to participate in promotional meetings, they need to communicate with them in advance, issue invitations, and perhaps give them some post-meeting hospitality expenses, and they will naturally have a soft spot for our products.
3, how to promote? Nowadays, there seems to be a misunderstanding in the terminal sales promotion conference. That is, “It is not eaten or covered.†The so-called food is the daily necessities such as oil and rice. The cover refers to the quilt cover and the like. The author has no objection. Think of these practical things as a gift to the terminal, but the question is, if the customer already has enough of these items, how can they inspire them to get the interest? When a company understands that its grass-roots customers are relatively lacking in information and knowledge, it helps customers to order newspapers, magazines, and information on some paid websites, and packages knowledgeable and practical gifts to customers. This makes their promotional products popular.
Of course, to open a terminal promotion will also need to have many factors, the above three issues are only from the overall perspective of the analysis, the specific details of the operation, I will continue to explore in the next article.
The author believes that the following three issues need to be resolved in order to organize product promotion activities on the platform of secondary commerce or distributors:
1, what to promote? For new generic drugs or promotional products with recent preferential policies, we can give customers a list of product details and outline the key sales promotion products. Enterprises must understand the features and advantages of the new generic drugs, and in particular, highlight the conveniences that can be brought to the doctors in the diagnosis and treatment of the primary care providers. The primary and secondary medical institutions do not have high software and hardware support. These facilities are often better than introducing a brand new one. Drugs are more realistic.
2. To whom? This problem seems simple enough, but we would like to participate in the activities of those big end customers, those who have had communication with us, before the promotion meeting, we already have some understanding of our products, and then After this event, you can leave a deeper impression. To achieve this, it is necessary to establish a visit and screening system for end customers. The purpose of this screening is to discover and select terminals that have real potential and goodwill for the product. The visit is to really do a good job of the customer and make our products the first choice. . In order for them to participate in promotional meetings, they need to communicate with them in advance, issue invitations, and perhaps give them some post-meeting hospitality expenses, and they will naturally have a soft spot for our products.
3, how to promote? Nowadays, there seems to be a misunderstanding in the terminal sales promotion conference. That is, “It is not eaten or covered.†The so-called food is the daily necessities such as oil and rice. The cover refers to the quilt cover and the like. The author has no objection. Think of these practical things as a gift to the terminal, but the question is, if the customer already has enough of these items, how can they inspire them to get the interest? When a company understands that its grass-roots customers are relatively lacking in information and knowledge, it helps customers to order newspapers, magazines, and information on some paid websites, and packages knowledgeable and practical gifts to customers. This makes their promotional products popular.
Of course, to open a terminal promotion will also need to have many factors, the above three issues are only from the overall perspective of the analysis, the specific details of the operation, I will continue to explore in the next article.
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