Building Materials Coating Promotion Campaign "Effective Encouragement"

We have an activity plan and an implementation plan. We must rely on people to implement the plan. We must rely on people to implement the plan. Therefore, it is particularly important to effectively mobilize the enthusiasm of the participants. We are always accustomed to saying that "unity is power," "thousands of gold are important to everyone, and everyone has indicators on their shoulders." They are talking about the strength of teamwork and collective collaboration. We actually need promotions for promotional activities, whether it is corporate headquarters or not. This is true for the promotion of national activities or the activities of a regional distributor.

The author summarizes the motivational mechanisms commonly used in the implementation of the activities based on his own years of marketing experience from From EMKT.com.cn. The main motivators of the activities are:

1. Dealer paint distributors are manufacturers' terminal sales outlets. Their team is the main force for manufacturers to assault themselves in the regional market. Distributors are often the role of general commander. In the specific operation of the regional market, especially in the places where the Tiangao Emperor is far away, coupled with the fact that the channel management of the manufacturers is not perfect, many dealers are very strong and overbearing in the local market, even in the face of manufacturers. Factory, many times do not cooperate with promotions. The other category is what the market does not have a good business. What unified activities launched by the manufacturers do not actively participate in the project. Before the fear of the wolf, they feared the tiger, they dared not invest in it, or even did not participate in it. What's more, they broke the jar with you. How do manufacturers flicker. Especially in the economic downturn and the downturn in the market, many businesses are afraid of sales promotions and believe that “promotions are for death”.

Incentives for dealers are mainly to make actively involved businesses more active, and to make less willing to move or simply move around and participate. Some people say that "since the emergence of private ownership, people are selfish," modern economics also assumes that people are "rational people," and the saying goes, "There is no business and no profit," and we must grasp the advantages of dealers. As long as the activities carried out are beneficial to him, communication can still play a role in adjusting the position.

The author believes that the incentive to dealers can be considered from the following perspectives:

1) Advertising fee support Some manufacturers have local advertising fees for distributors, that is, a percentage (eg, 4%) is calculated from the dealer’s repayment, and the distributor will be charged a certain percentage (eg, 1:1) as long as the terminal carries out activities. ) Support is provided and the fee is deducted from the dealer's local advertising fee. If the dealer does not carry out activities, the annual advertising fee is not refunded and reimbursed for confiscation. Alternatively, another approach may be taken to integrate the local advertising costs of a large area or sub-company's sub-distributors, and use them in a unified manner. Distributors who actively support activities will give priority to encouraging everyone to move.

If you are doing regional market model activities, new product launches, etc., then manufacturers will have to provide additional support. On the one hand, the extra support can mobilize positivity. On the other hand, it can supplement firepower and ensure the effectiveness of the activities.

2) The material support material support can be well-planned materials such as single-page, poster, hanging flags, floor stickers, and X display racks, as well as propaganda materials such as arches, tents, and umbrellas.

3) Personnel support In addition to the long-term business personnel responsible for dealer channel maintenance, many companies often have a group of guerrillas to help promote the team, where they need to move, to help local businesses or carry out promotional activities, the staff can be transferred to At the dealership, support is provided by reducing personnel expenses during dealer activities.

4) Prior to the launch of the product support manufacturer's unified activities, the promotion policy for distributor channels will often be formulated. Product support is one of the promotion boards, which may be the product price, or ** product, or the prototype after the completion of this event. (eg solar energy products, depreciation of outdoor activities) support etc.

5) Additional rewards Additional rewards may be collective incentives by a dealer team that the manufacturer has achieved good sales results for the event, which may be monetary awards or travel or other forms of rewards.

6) Through statements and incentives, the combination of substance and spirit is emphasized. Distributors who are more effective in carrying out activities can use the form of nationwide reporting on the company's network and other communication business platforms to recognize and award relevant certificates and trophies.

2. If the dealer is the general commander in the terminal market, the business staff is the supervisor. As a manufacturer's imperial minister, the business staff's ambassadors in the regional market have worked with distributors for a long time, and their influence on dealers is still very strong.

In order to mobilize the enthusiasm of business people, the author thinks it can be considered from the following three perspectives:

1) Material and Spiritual Rewards With respect to the relatively high launch rate of the activities of dealers under its jurisdiction, there is a speed to implement the promotion, and bonuses and prizes may be awarded for the completion of the sales target to reach an over-completed target, and a nationwide report will be given. Make announcements and instantly motivate the team.

2) Promotional Awards Business personnel who have achieved significant results for many activities can consider promotion awards. The activities are carried out well. Terminal shipments can be brought in to drive recovery, and sales activities of ordinary business personnel are better. Not too bad, one of my former colleagues was so raised.

3) Negative incentives For the unified activities of the manufacturers, the business people are the first responsible person for the promotion of the terminal activities. If the activities are not promoted, the manufacturer can carry out corresponding negative incentives and public criticism.

3. Distributors' dealership terminal promotions may require the cooperation of distributor teams, such as urban-rural linkage activities, city-county linkage activities, and dealers may consider taking responsibility for customer round-trip costs, catering expenses, and outstanding performance of distributors. Various kinds of support such as marketing promotion are used to promote distributors' enthusiasm for activities.

4. Distributors Employees Employees Distributors are the core executives of distributors' terminal activities and their effective incentives are of the utmost importance. Dealers should mobilize all business promotion staff, shopping guides, designers, and installers to achieve full participation in the event. Taking the shopping guide team as an example, it can be calculated according to the total amount of individual transactions, or based on the amount of signing during the event period. Personal awards and team awards can be set up based on sales results. Individual awards can be divided into different levels of bonuses. Team awards can be Bonuses can also organize group events such as K songs or tours.

5. Temporary sales promotion personnel The provision of uniform training for temporary promotion personnel in addition to the implementation of the activities, the incentive for temporary promotion staff can not be ignored. If the fixed salary is considered as a bad example, they are not motivated. For example, the hired pro-instance personnel release a single page in the building materials store. We can use the number of customers that he guides to intercept. The one customer the author touches is such an operation. In addition to the fixed salary, the pro-solicitors personally intercept and guide each person outside the exhibition hall. A customer's bonus of 2 yuan into the store can greatly stimulate everyone's enthusiasm.

6, home improvement designers and other channels for home improvement designers, new residential property office and other partners can formulate appropriate incentive policies to advance notice, mobilize various channels of cooperation for customer interception guidance.

7, the old user to make good use of the old user this channel, mobilize the old user to do our broadcaster and salesman, we can send gifts, product discounts or vouchers and other forms of incentives, so that old customers through the word of mouth to promote with new The customer participates in the event and calls or sends a text message to inform the old user before the event starts.