How To Compile Channel Promotion Plan

　　 One background Analysis: background analysis is the basis for formulating promotional strategies, mainly from the following aspects:

O market level: problems in the market? Opportunities?

O customer level: all customers or part of customers? Agency or distribution? Core customers or ordinary customers? Inventory problems of customers? Confidence problem?

O product level: old product problem, product structure problem, new product listing problem, headlight sales problem?

O channel level: channel order problem, channel structure problem, channel operation problem (interest rate, output rate, terminal performance, shopping guide problem, channel quality problem)?

O compete Competitors' interference: what competitive brands and products affect us?

O comprehensive advantages and disadvantages: according to the above analysis, what are our comprehensive strengths and weaknesses?

　　 Two Promotion goal The goal must be concrete, quantified and measurable, so as to facilitate input-output analysis and evaluate sales promotion effect.

Different promotional strategies and promotional methods correspond to measurable goals. If the goal of promotion is to simply let the channel complete the task, the goal is obviously the sales completion rate. In order to increase the sales of new products, the target can be set to the ratio of new product sales. The most common targets of channel promotion include sales completion rate, year-on-year growth rate, market share, inventory structure, retail completion rate, input output ratio, dealer interest rate and so on. However, a promotion plan is not limited to one goal. But it must be a major goal and two to three secondary goals.

　 3. promotion targets What kind of products? What kind of channels? What kind of customers? (agent? Direct supply? Distribution? Core customers or ordinary customers?) what kind of market? Of course, the object of promotion can also be finally implemented to consumers. For example, holidays, business days, and opening campaigns for consumers.

　　 4. promotion time : (omitted)

　　 5. promotion theme A word of promotion strategy. If it is aimed at consumer promotion activities. So this sentence is the focus of communication. It should be reflected in all means of communication.

　　 6. promotion strategy To achieve the goal and solve the problem. In fact, it is a generalization of promotion methods. It is "concise and comprehensive" method.

　　 7. promotion method: promotion does not advocate a fixed method, because opportunities and problems in the market emerge in an endless stream, changing rapidly. It is necessary to act according to circumstances. However, for channel promotion operation means, it can be roughly divided into two types: sales promotion and market promotion. Sales promotion includes:

O step rebate: according to the strength of dealers in the market, on the basis of analyzing the dealer's possible completion of the task, reasonably coordinate the level of the reward of the channel. Generally speaking, the office manager is familiar with the operation of each dealer. The steps are attractive. Not easy or unattainable.

O deadline shipping rewards: whether it is the home appliance industry or building materials industry, dealers like to spend the last few days to pay for the delivery. Enterprises can set awards for delivery within a limited time. For example, the earlier the monthly task is completed, the higher the reward level. If it is not completed, it will not be rewarded.

O sales competition: the distributor is divided into different levels or camps, set different reward methods for different levels.

O Welfare Promotion: it is linked to the completion rate or sales growth rate. The winners participate in the training, tourism and overseas benefits of the enterprise organization.

O physical rebate: when a dealer purchases goods, he will give the object in a certain proportion. But when dealers participate in the promotion of physical rebates, enterprises have better set up different steps. Because the strength of different dealers in the market is quite different.

O fuzzy rebate: when a dealer purchases goods, he promises to give cash or physical rebates, but he does not specify the specific form and proportion of rebate in advance until the prescribed time limit is announced, usually in a quarterly or annual period. Because of the unspecified specific rebate ratio, the channel dare not rush ahead by reducing the price in advance, reduce the possibility of disrupting the goods and disrupt the market. At the same time, incentives can encourage distributors to focus on doing the basic work of the market and cooperate with the manufacturers to promote the above, and thus mobilize the enthusiasm.

O quota: when a product is unsalable, it is necessary for dealers to enter into a certain proportion of unsalable goods at the same time when they enter and sell goods, so as to maintain the overall performance of the company. This method can only be used in peak season with short time and small quota.

O new product quotas: when new products are on sale, distributors are required to sell new products at the same time as required, so as to promote new products to enter the market quickly. The use of this method should also be the peak season for the sale of old products.

O Stage Awards (quarterly and annual awards): cash or physical rebates for distributors who complete annual sales targets. It is best not to specify the specific percentage of rebate. Reward dealers with outstanding performance in cash or cars, advanced appliances and so on. At the same time, we should publicize the performance and promotion mode of successful distributors, so as to stimulate the imitation of other distributors.

　　 8. schedule: after choosing the sales promotion method, the next step is to improve the activity procedure and schedule. It includes preparation time, activity duration and other items such as items, gifts, promotional materials, etc.

O if it is a simple channel sales promotion, there will be fewer links in preparation work, so long as "deciding what to do, quantitative (to what extent)", "deciding who to do it, who is responsible for it", timing (what time to complete), and setting assessment (rewards and punishments). If it is a separate terminal promotion or a joint promotion of channels and terminals, it should also include the following parts:

O sample display of promotional items: sample display of promotional items, such as gifts, coupons, etc., responsible for the preparation of terminal promotional items.

O focuses on display and adjustment of key commodities: focusing on sales promotion themes, focusing on promotional items and highlighting sales atmosphere. Attention should be paid to the form of display and the overall atmosphere of the store.

O aided accessories and POP placement: in the event of promotion, the overall adjustment of POP, items and decorations to sell the atmosphere of the store will be carried out and adjusted to the best.

O promoters are familiar with the promotion policy: all sales promotion personnel must keep in mind the promotion policy, the promotional price and original price of the item, and the reasons for the adjustment. At the same time, the demonstration of the sales promotion is carried out, so as to achieve the standard and standard of the process, and the standard of the language and promotion.

O publicity measures: the information of promotional activities can only be delivered to the target customers only if they respond to them. Publicity is a very important part of the entire promotional activities. If the publicity organization is not good or not implemented, all efforts will be wasted.

　　 9. input output analysis: how much is the whole sales promotion expected to be invested? How much effect will it bring to the enterprise? Is the analysis worth doing?

O cost budget. The sum of all foreseeable expenses includes gift costs, discount fees, promoters' salaries, publicity expenses, activities expenses and so on.