When Promoting Clothing, &Nbsp; Use Posters To Post 8 Sentences Of Advice.

During the promotion intensive period, different formats are sold at the terminal. poster Post runs tend to be crowded like train stations during Spring Festival. Many enterprises and distributors often complain: why do we put up nearly more than 2000 posters in such a small county town? How can we hardly see at the terminal? How can the poster of the competing products still be so swagger? Moreover, the boss of the couple's retail shop is still unwilling to put the poster on their doorstep.

Based on previous marketing experience, the author has formed the following 8 pieces of advice, hoping to help the posters of fast moving enterprises.

First, mature market asks for coverage density, semi mature (undermature) market seeks coverage effect.

This sentence is the general principle of posting posters. Mature market terminal outlets are densely developed and relatively balanced in the regional scale. brand There is a relatively solid foundation for reputation and loyalty. In this area, posters can be posted. Consumers can basically see that it is a promotional poster of a certain company (and then a detailed understanding of promotional information). Therefore, it is not advocated to carry out bombing operations in this type of market, but it should be noted that the poster density in the area should be reasonably distributed, posted and emphasized, and the density of the poster should be dynamically balanced. Semi mature (underdeveloped) market due to the uneven development of terminal nodes, poster posting should be selective and focused on the delivery, that is, terminal stores with dense outlets and good consumption base should carry out intensive posting and implement poster bombing tactics in a partial range, because most of the sales of this market come from this shop group area, for those sporadic or undeveloped areas, basically do not consider, because products are not on shelves. Consumer After seeing the poster, it is easy to produce the idea of "enterprises are engaging in consumer fraud". This kind of counterproductive result is that any enterprise that spends a lot of money on promotion is unwilling to see it.

The second sentence is left and right. The key is not to avoid.

What is the meaning of "left or right"? It means that in the process of putting up posters, it is possible to put posters on the left side of the symmetry in the process of posting posters. For two reasons, firstly, people's reading habits are from left to right, left eyes are more concerned than the right ones, and the left visual acceptability is better than the right ones. Therefore, the left side is the first choice; second, most people are used to the right hand first, when poster is posted in the symmetrical section, the right side is easier to be torn or destroyed, and from the probability of being destroyed, the probability of natural damage to the right side is higher. What is the key point not to avoid? Because many marketing commissioners have a misunderstanding that the poster posting in KA shops, key stores and flagship stores can only be basically covered. The reason is that this type of key stores already has considerable sales advantages, even if they do not sell promotional activities, they can also have sales volume. Therefore, the poster of the promotional posters is mainly to inform, so it is not necessary to bother. But the fact is that the poster of the key shops is basically aimed at building a strong brand image and competing with the competition in the brand concentration camp - the key shops to occupy the consumers' mental resources, who occupies the first step of the consumer mind, and who has the initiative to brand consumption. In a word, the competition of the brand image of the key shop posters is not just a simple promotion information dissemination. Therefore, the poster of the key shop poster should pay more attention to writing temptation, layout cleanliness, design aesthetics, supermarket schedule matching, post maintenance and so on, which means "the key is not to avoid".

In the third sentence, the strong dragon must crush the snake.

As the saying goes, "a strong dragon does not suppress a snake" means that a brave outsider should also make local forces three points, because the local forces have local contacts and power backgrounds and can not be easily provoked. However, the terminal promotions of enterprises are often tit for tat, and the sword is against each other. Even with the promotion and interception of the local strong brands, there is no way to yield half a point. Regardless of the number of posting, the coverage area or the poster design, etc., we must think of the "snake of the head", catch up with others, catch up with others and fight hard, and give the local strong competitive products an intercepting strike. Why is "strong dragon pressing the earth's head"?

There are two reasons:

First, relatively speaking, local competitive products have many advantages, such as HR, logistics, PR, etc. the local survival space and development profit are often run to the four walls of the map, which are too narrow. Under this circumstance, if we can not give the local strong competitive products to fight back effectively, the situation will be more difficult and easy to fall into a vicious circle.

Second, as stated above, this product has a higher expectation for success when operating large scale and vigorous SP promotions because of its inferior comprehensive cost. This determines that poster as a promotional resource will emphasize more coverage and enrichment, so as to squeeze out a publicity space at the terminal, even if it is to pull up a competitive battle with a strong local brand.

The fourth sentence is not to "stick" or "open mouth".

Many promoters have psychological imbalance. They think poster is the simplest and most stupid job in sales. They tend to be absentminded or obscene, so they can quickly walk up and down in the terminal store. The marketing personnel themselves are a poster with activity. Why do they do not advertise and communicate with the terminal bosses in the process of posting posters at the end of the visit? Moreover, the terminal stores often consume a lot of customers. This opportunity to communicate with consumers on face-to-face promotional information is faster and more direct than posting posters. The problem is that our promotions often ignore this point, lack of initiative communication awareness and lack of communication and agitation skills, so there is no half effect of word of mouth transmission. Even posters of posters have been posted up, and the rear feet have been torn and covered by shopkeepers or competitors. "Posting" is just a decomposition action to achieve the effect. "Mouth opening" is the key skill to make poster "live".

The fifth sentence is not to "post" or "subsidize".

The so-called "subsidy" is to review posters posted and make supplementary and restorative posters. General promotions staff can notice this, but lack of skills and methods. Specifically, the "subsidy" strategy includes:

1. Familiarity with competitive subsidy time. Competing products are not oil saving lights when posting posters, so it is very important to grasp the time and the rule of competing products subsidies. It is necessary for the marketing personnel to communicate with the selling points carefully and make a thorough understanding of them, and formulate a time following strategy, that is, the competitors have just left. The promoters of this product will follow up the subsidy. If the blind stipulation of X days is to follow the subsidy, it will be easy to find loopholes in the competition and take advantage of it.

2, try to cover, do not tear up. That is to say, as far as possible, the products will be covered by the poster, not to be torn, because the tear is easy to create a sense of uncleanliness for the posting place. The poster effect of this product will be affected. On the other hand, when competing with the product, the product will not be regarded as a competitor when it is subsidized, it may only be posted in the non relevant area, which does not hinder the poster effect of this product.

Sixth, money makes the devil go.

Why are some enterprises even disgusted or obstructed by the terminal business owners when posting posters? In fact, there is nothing to be afraid of. Because the agreements signed with the terminal businesses when posting posters are generally clear about how much real benefits (direct cash, return goods, kneading into stores, etc.) are posted to the shopkeepers during a period of posters. Meanwhile, there are other conditions that do not allow other posters and their superior positions to be grabbed. Obviously, who will give more concessions, and the terminal business will maintain more people. Therefore, when posting posters to the CV key shop groups, the agreement will be bound, and the baited bait will exceed the competing conditions (prior investigation) as the bait, which will surely win the best position for the posters of this product, and the terminal providers must be obedient and willing to accept them. But it is important to note that such policies are only used in a very special period. As dealers or manufacturers, they can not be stimulated by such a single means to facilitate cooperation. This is most likely to "spoilt" the terminal and provide a ladder for its insatiable advance. When smart companies are operating, they must set up price limits or single shop minimum monthly sales policies.

Seventh, do not provoke.

When companies compete with posters for posters, not every time, everywhere, they must be arrogant. There are three reasons:

The leading enterprises in the industry, terminal maintenance and promotion execution are often seamless and unassailable. This product can not compete with others in terms of manpower, system, control, cost and so on. In this case, the poster posting should pay attention to "not to provoke". When we are not sure that we have the advantage of war, we should not easily overlay or tear up those posters who operate top-level norms and visit frequent overrun enterprises. It is most important to do what we want. The poster of this product has just been posted up and will be covered or torn immediately. Otherwise, if it is not intercepted, it may not lead to its tit for tat counterattack. One is:

Second: in the case of untouchable, try to put the promotional posters of this product and posters of industry leaders on the poster, and strive for the effect of bundling. Since we can not compete with each other on the "subsidy" frequency, it is better to prepare for "getting water on the platform and get the first month". I rely on you to post, but do not cover you.

The "strong dragon to suppress the head snake" is not contradictory, because the foregoing "strong dragon to suppress the head snake" is a counterattack tactic against the strong competition of the local competitive products, and it is possible to encounter a devastating blow without fighting back. The premise of "not to offend" is that the terminal control capability of this product is completely above this product. The operation of this product will not cost much at the terminal, so it is better to adopt the strategy of backing up the next and developing the roundabout plan. The first one is the counterattack tactics, the second is Huairou tactics, the background is different, and the strategy is different. Third, "do not provoke" and mentioned earlier

In the eighth sentence, a piece of rag is not allowed to learn beggars.

"The best thing to do is to make good use of its tools." the rag actually contains much richer content, such as cutting scissors, ruler, glue, correction fluid and altered paper. "A piece of cloth" is a generic name, a general term, referring to the necessary assistant tools for poster posting. Why do we take a piece of cloth with no one to learn the beggar?

First of all, when the poster is subsidized by the marketing personnel, sometimes the poster is only partially dirty, or sometimes there is no way to cover it for the two time, or it is impossible to put the poster up and put it up again. We can wipe the dirty part clean by using the wiping cloth. It doesn't need to pay much attention to save the posters' resources, but also saves the working hours and operates conveniently and effectively.

Secondly, as a marketing promoter, it is rare to have a chance to visit a CV terminal. Why not use the opportunity of "subsidized" posters to wash the products on their shelves with a rag and wash the goods? Because in terms of brand, habits, prices and other factors, the fast consumer goods are largely placed on display surfaces, product cleanliness and product shelf-life. As the saying goes, "a hundred miles and half a dozen", many enterprises lose in the last "ten li".

Shop owners are generally disgusted because once the tally is bound to disrupt the display order of products on the shelf (the goods often change the location of the competing products, because the CV shop does not have SKU restrictions), and this product is not necessarily the apple shopkeeper's favorite. (therefore, he has no reason to absolutely support you on his shelf). But if you clean the product first with a rag, use this "wash your face" action to divert the attention of the shopkeeper, and then take advantage of the opportunity to occupy the product to a relatively superior position, the owner's attention may not focus on the tally but shift the interest to the promoter to clean the product. Furthermore, the marketing personnel who pay attention to details may notice that if they enter the CV store directly to make their own products tally,

Of course, the market is amorphous, and the implementation of sales promotion is also uncertain. The above 8 suggestions are just to comb and extract from a point of view of experience and technology, and in the specific application, the director of market promotion also needs to arrange scientific P, D, C and A cycle execution cases according to the market characteristics. SP