Underwear Enterprises Do Promotions &Nbsp; Prevent Costs From Wasting Money.

Underwear enterprises for brand building and promotion Sale The growth of promotional expenses is less than that of more than one million yuan, but the publicity effect is often quite different from that of the enterprise. The sales volume of products has not been promoted rapidly in the short term.

How can the promotion cost of underwear enterprises be wasted? I believe that it is mainly caused by the following kinds of wrong psychology and promotion methods.

Four kinds of wrong psychology

1, eager to get ahead: psychology is a common phenomenon in enterprises. That is to say, once the sales promotion campaign is launched, brand building and sales will rise rapidly, and often hate to advertise and promote today. product Sales are unusually hot.

However, once the product sales fail to achieve the desired target, they will immediately stop advertising. Promotion The input. As everyone knows, "boiling water to 99 degrees will not boil." For consumers, there is a certain time lag between advertising promotion and sales promotion. It is hard for enterprises to see significant breakthroughs in sales at the early stage of advertising. For example, when the initial period of the TV media's effectiveness is at least 3 months, it will affect consumers' buying behavior and produce a good sensation. Therefore, if the enterprise is eager to succeed, it can not continue to adhere to the promotion and publicity, it will make the initial investment "beat the bucket".

2, greedy Psychology: This is a kind of wide range of psychology, that is, enterprises hope to spread the propaganda and promotion scope through "sprinkle pepper noodles" way, so as to achieve "the east side does not brighten the West bright" effect.

The widely publicizing form of publicity has limited the publicity expenses of enterprises, and can not permeate the market very well, resulting in too much publicity effect, so that publicity can only stay on the surface and can not further penetrate the market. Therefore, we can not effectively drive the overall market, but create limited publicity resources.

3, trial and error psychological trial and error Psychology: refers to whether the decision is correct through trial or selective trial without knowing the root cause of the problem.

The trial and error of enterprises originates from the following two aspects: first, enterprises do not think media and consumer research is important; they do not pay enough attention to the research of media, products and consumers; two, enterprises do not want to do in-depth research on media and consumer groups, but only limited investment in media characteristics, product positioning and consumer cognition. The limited promotional expenses of enterprises are wasted in the process of trial and error.

4, the average distribution Psychology: the existence of the average distribution of psychology, so that enterprises in the market to invest in a one size fits all approach, without considering the unbalanced development of the market and the personality of different markets, the average distribution of market publicity and promotional resources, which led to the mature market to invest too much, immature market input is insufficient; resulting in a larger growth market due to insufficient resources growth and fatigue, limited potential areas are wasting a lot of publicity resources.

Improper way to promote sales expenses

1, heavy altitude and light terminal: too much emphasis on the pulling effect of advertising, and insufficient attention to the basic work of terminal construction.

Through advertising, enterprises can help consumers form consumer cognition of products and brands, but to achieve successful sales, they still rely on strong terminals to support them, because terminals can enable consumers to see products and buy them conveniently. Therefore, only by combining the high-altitude advertising with terminal construction can enterprises achieve the complementarity of thrust and pulling force to achieve the effect of 1+1>2.

For example, a beverage company has made such a mistake in entering the Guangdong market. Although the high-altitude TV advertisement has been put into great effort, due to the neglect of terminal construction, the market distribution rate is very low. Although product advertisements are fought everyday, forming consumer cognition and brand awareness, the fee can not buy products in the market, but can only buy competitors' products.

2, promotion policy list: each market has its own unique personality and characteristics, different consumption habits and different competitors, and the development of the market is also slow. Different means must be adopted for different markets so as to achieve good results in line with local conditions.

However, when many enterprises make promotional policies, they often neglect different regions and different market characteristics, and adopt a single promotion policy to operate the market, so promotion resources can not achieve the maximum effect.

3, media choice is improper: different products have different consumer groups, and the same media also have different audience groups. In advertising, the higher the degree of agreement between the audience group and the consumer group, the higher the advertising efficiency and the more obvious the publicity effect. Therefore, choosing the right media according to the target consumer group has become a crucial link in the process of publicity and promotion.

However, a lot of enterprises have wasted a lot of advertising resources due to improper media selection, because the audience ratings of your selected media are asymmetric with product target consumers. If women do not like to watch the financial media, it is not appropriate to promote women products in the financial media. For example, if the advertising time of children's products is chosen late at night, the advertising effect will be very poor.

4, sales promotion is difficult to impress consumers: the purpose of sales promotion is to achieve the growth of product sales. Generally, consumers can get benefits through letting profits, and then stimulate consumers to buy repeatedly. Therefore, there is a direct relationship between sales promotion and sales promotion effect. A good sales promotion method can satisfy consumers' psychological needs that are cheap, stimulate consumers' desire to buy, and ultimately achieve the goal of "promoting sales and selling".

However, many enterprises fail to promote sales because the sales promotion is not accepted and recognized by consumers. Consumers are unwilling to buy your products, so that sales activities can become self entertainment. Like Mengniu yogurt's "six to one" campaign, although it has done a lot of advertising in the national television media, it failed to achieve a significant increase in sales volume. Because this activity is not attractive to consumers, and with fewer bonus points and inconvenient conversion, consumers can not buy the two time.

5, advertising is too blind: the role of advertising in promoting sales is obvious, but when it comes to advertising and promotion, enterprises are often blind, resulting in waste of promotional expenses. There are two main aspects:

First, blindly follow. Many enterprises do not consider whether they need to advertise or not. When they see advertisements, they start to follow up.

The two is blindness in putting time. When most companies decline in sales, the first thing to consider is to promote advertising, but not to analyze the causes of sales decline and whether there is any need to advertise.