Consumers do not agree

Consumers have to face up to a problem. The money exchanged through hard labor is limited, but the value of money itself is shrinking. The helplessness and complaints about reality have forced them to re-examine their own consumption environment and consumption concept. Consumers are beginning to question whether the goods he buys are worth the money. If the company does not pass a part of the value through the promotion, the consumer will even feel guilty when shopping. "Maybe tomorrow, I will get him at a lower price, why is it now?"

In the US subprime mortgage crisis, Starbucks had to face the public's questioning "a $4 cup of latte." This led to the first-time sales decline of Starbucks, which has been profitable for more than 20 years from 2008 to 2009, and the stock has shrunk by nearly half. How to enable customers to continue to come to Starbucks when the economic situation is not good, Schultz re-elected as CEO to launch many changes, of course, including the promotion plan to give back to loyal customers - launch Starbucks feedback card, give loyal customers More services and merchandise, which helped Starbucks finally get out of the quagmire.

Channel does not agree

On the one hand, consumers are reducing spending and reducing consumption. On the other hand, manufacturers are vigorously developing and frantically pressing goods. The channel is like the indigestion of the intestines, can not be discharged, but also desperately destined. If there is no policy, the manufacturers can't hold a batch, and one batch can't move the second batch and three batches, and the second batch of three batches can't move the store.

Let the goods come more violently, yesterday is very supportive, today is also very supportive, can be digested tomorrow, but most people are killed tonight.

The salesman does not agree

The sales indicators on the head, the endless overweight, can not hold the danger of collapse at any time. The effect of the promotion is like a strong heart, and one shot is effective.

With the promotion policy, the salesperson's confidence is overwhelming, and the company is full of confidence. In particular, it can infect customers. "The company has strong support. This market will not be available for a few months." With the promotion policy, the promoters have a new look. The sound is particularly loud, and only his voice in the store "XX products engage in activities, the machine can not be lost." From the promotion, the salesman will not sell the goods, and the words will not be said, just like the eggplant that is frosted.

Although modern marketers believe that the traditional 4P marketing theory is outdated and outdated, the reality once again educates us. Without this P (promotion), you still can't play.

Is there only a promotion? I once had a small brother who did the pharmaceutical business. I heard that I was mainly responsible for the marketing department. I once asked me, "Is your work mainly responsible for design policy?" I have been talking for a while. The experience of these years has made me believe that it is absolutely common to equate the market with the policy.

The essence of promotion is a profound grasp of human nature.

This is an increasingly realistic society. The reality is that everyone does not believe in commitment, does not want to wait, and pays more attention to the benefits that can be obtained. The same is true for doing business. In the reality that will fall tomorrow, you can't allow you to have more time to think. Big fish eat small fish, fast fish eat slow fish, enterprises must be fast, trotting can't, run fast, Speed ​​up running.

Under such realistic conditions, the traditional industry has made word-of-mouth through products, and the idea of ​​paying for a penny has long been outdated. Is it a good day to follow the tide, or insist on yourself and watch the market be looted? The result is self-evident.

Is it really just the buyer's market? Apple’s success tells us that customers don’t necessarily abandon customers when they don’t treat customers as gods. Economics tells us that marginal benefits are diminishing. Satisfying customers is never ending. If you can't stick to yourself, you can only invest in unlimited market demand with limited resources. Sooner or later, you will be dragged down.

Is it passive satisfaction or is it creating new needs? Maybe the process is painful, and even the chances of success are not great, but there are always one or two winners enough to keep us in mind. We need such a business.

What kind of promotion do we need?

The first emphasis on value makes customers feel that the money in their hands has increased, rather than the value of the goods themselves has shrunk.

Therefore, we need to give our promotion a good idea, try to avoid the naked price shock, but should focus on the experience, feedback such words. If you are desperately trying to emphasize the price, the customer will think that you only value the price.

Second, give back to loyal customers and let them grow with you.

Loyal customers are good friends who have been using our products all the time. Especially in the economic downturn, we should use more rewards to tide over their difficulties. By distinguishing them from the general customer standards, let them enjoy more with the same money. Goods and services, let them feel that the consumption of money here is value-added, which is the same as the first one.

The third is ultimately to sell more goods at a reasonable price.

Don't make a hammer sale that hurts the brand. If you pass the downgrade promotion, you will only let the customer know that the truth is not lost in the sky. If you are successful this time, then you will have a hard time next time because you The biggest range has hurt the early adopters who may become your loyal customers. The market has been ups and downs, and each has been in the air for hundreds of years. Nothing is immutable, and there is no universal law forever winning. Good swimmers, good riders fall; no promotions, certainly not to play, only promotions, sooner or later to play themselves.

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