Never Take "Promotional Benefits" For Granted

The beggar went to Xiao Wang's house to beg. He gave him ten yuan. The next day, the beggar went back and gave him another ten yuan, lasting for two years. One day, Xiao Wang gave only five yuan, and the beggar was furious: he gave ten yuan before, but now he only gave five yuan? Xiao Wang said: I'm married. The beggar slapped him in the face: Damn it, you take my money to support your wife?

When your giving becomes a habit, the recipient will take it for granted. If you can't continue to give or lower the standard, it may cause anger. This kind of anger doesn't make sense to you, but it's your own mistake.

This phenomenon often appears in marketing. Many businesses in order to promote popularity or sales, to consumers to provide a variety of "promotion" concessions, for a time seems to be popular. However, once there is no such "promotion" policy, consumers will not hesitate to abandon their old love and find a new one.

Most of the time, when the promotion provided to consumers becomes a habit or (mental) matter of course, this advantage no longer becomes an advantage, but becomes a potential risk restricting the development of the brand.

So, how can we better use the sharp weapon of "promotion" without being hurt by its sharp edge? The following suggestions can be used for reference

1. Design "rules of the game" for "promotion"

The "rules of the game" must be well designed for "promotion" to consumers. This kind of "welfare" can only be obtained through certain efforts of consumers. When consumers get the same preferential policy through their own efforts, they will not only have a sense of pride, but also have a strong sense of intimacy to the brand.

For example, if a clothing store presents a T-shirt for the birthday friend of the same day for free during the activity period, some people will say that it is not a loss. In fact, what the Seller issues is actually the stock in season change, but the "rule" they set is "1. Hold ID card; 2. Write a comment note for the store; 3. Take a picture and send it to the circle of friends. It's not difficult to do these things (conditions), but it makes consumers feel that they get the benefits after they have paid. Such benefits can stimulate their sense of achievement, and also virtually enhance their great good feelings for businesses and their willingness to spread word-of-mouth.

Many smart businesses design a series of entertaining and competitive games, so that consumers can experience the product characteristics in "play" and get an "unexpected" surprise, so as to achieve a perfect win-win situation for sellers and sellers.

2. Sales promotion should help to promote the establishment of "consumption habits"

In a certain area, there are two newsboys selling the same newspaper, two people are competitors.

The first Newsboy was very diligent. He peddled along the street every day and his voice was very loud. However, not many newspapers were sold every day, and there was a trend of decrease.

The second Newsboy is willing to use his brain. In addition to peddling along the street, he also insists on going to some regular occasions every day. Once there, he distributes the newspaper "free first reading" to everyone, and then he will collect money later. As the place becomes more and more mature, more and more newspapers are sold, and of course, there are some losses. And the first Newsboy could sell less and less, and he had to find another way to live.

Consumers like to take advantage, but consumers also love face. The newsboy was able to see these two key points and adopted the "promotion" strategy of "taking the retreat as the advance", so that the people in this area were accustomed to reading newspapers from his hands (rather than the competitors), so that he successfully defeated the competitors. Therefore, when we do sales promotion and free of charge, we should consciously cultivate new consumption habits of consumers.

3. Promotion should be able to promote the sales of related products

Consumers are very good at calculating, but at the same time, they are easily attracted by the "visible" interests.

There is a classic story. A group of 10 people, to take the bus to the scenic spot, each person's ticket is 5 yuan. The driver said to them, "if you are willing to go to the designated tea house for tea, the ticket will be free. The charge for tea is 3 yuan per person. " It's a fool's business. Attention, we're starting to make bait.

Tea shop owner said: if you are willing to enter the private room to listen to opera, tea can be half price. The room charge is 6 yuan per person. The troupe owner said: if you are willing to buy local specialties, the room fee can be half price. The specialty is 10 yuan per person. The grocer said: if you'd like to have a tour guide, you can get half price for specialty products. The average tour guide fee is 20 yuan per person. The tour guide said: if you are willing to stay, the tour guide fee can be half price. The average accommodation fee is 80 yuan per person.

From this case, we can see that "free" and "preferential" promotions should not exist in isolation. They're decoys to sell more related products.

Make good use of the "double-edged sword" of "promotion".

"Sales promotion" is a "double-edged sword", which can hurt people and yourself. The key to success or failure lies in consciousness and strategy.

If a brand wants to change and cultivate new consumption habits, it is necessary to create conditions and scenes for consumers to "experience" new products and services“ Promotion itself is extremely harmful to brand value association, but if we introduce a set of attractive "games" which can express the unique attributes of products for "promotion", it can make the marketing experience more vivid and the brand value association more vivid. Therefore, in order to make "promotion" serve the brand, the most important thing is to design unique and interesting "game rules": let potential consumers be interested in participating (fresh and understanding), and make new consumers willing to participate in the competition and interaction (stickiness and cognition), Let the old consumers have emotional dependence on the brand and are willing to actively spread the game for us.

In fact, these methods and routines are not just imaginary, but can be quickly mastered through effective learning. The micro class platform of clothing business circle is a micro class platform specially created for garment businessmen. There are real dry clothes goods for you to communicate with!