Enterprises are increasingly interested in promotions, but in practical operations, we tend to find: Some traditional lottery, buy one get one free, invalid refund, etc. The promotional means of invalid refunds has increasingly lost consumers' trust. On the contrary, the promotion of shaping brand image is to truly promote sales and enhance the brand.
Case 1: "Three Street" set off a hundred things
Pepsi Beverage Co., Ltd. obtained the 1999 Chinese A-Football League title, Shenzhen Pepsko Beverage Co., Ltd. is against the upcoming sales season and borrows the ball. The big football promotion article, in the early stage of A-A, launched two activities of "Pepsi Triple Street Football Tour" and "Sitting in the Wind, Laughing Win Award", so that Pepsi is starting from the spring of the Shenzhen beverage market from spring Form a strong battle momentum.
At the beginning of March this year, Shenzhen Pepsi is a "Municipal Football Association, Shenzhen Cable TV Station" with Shenzhen Football Association and Shenzhen Cable TV Station, and use this as the theme of promotional activities. The Shenzhen Youth actively registered as one of the A14 home cities, and strive to be "Shenzhen ball king new generation."
In terms of media publicity, based on printed large number of game activities, the newspaper advertisement is supplemented, and the promotional personnel will be posted by the poster, the hand chapter is posted and distributed to the thousands of terminals that are all over Shenzhen. The newspaper advertisement is the main content of the predecessibility and countdown advertisements: "Want to be a street fighter? There is an 18-day chance", "4.10 Pepsi star Hao Haidong will host the opening ceremony of the 'Three Street' football."
June 5 to April 1st in just 28 days registration. Nearly 2,200 participating players, including adult men's public group, women's group, high school group, junior high school group, and primary school groups, 400 teams, are actively registered, and they are strong. At the opening of April 10th, when the "Three Sports Football Tournament" opened, he was more specially invited to host the billiona, Hao Haidong, hosted the kicking ceremony and signature activity, and the viewer is like a tide, and the event is unprecedented.
All major media in Shenzhen pay close attention to the progress of "Pepsi Triple Street Football", and have conducted a series of news reports. Shenzhen Cable TV Sports Channel also made a broadcast on May 16th, making Pepsi's popularity and reputation in Shenzhen unprecedentedly improved.
At the same time, Shenzhen Baison works in March 30th, "Pepsi Le A A League 30 Second TV Advertising", held "Sitting in Shenzhen, Laughing, Winning Award, Looking at Pepsi, Lucky Draw" event in Shenzhen . With "Chinese football more exciting, hundreds of things with you" for the lucky draw, guide the audience to two hundred things labels, then answer two questions, you can participate in including portable VCD, mini TV, player signing football, etc. Lucky lottery activities, including prizes. In propaganda, the propaganda mode of the distribution of a large number of lottery activities is also taken, and the newspaper advertisement is a propaganda method, which is also printed on the '99 A A A-League of League, which is free to request.
The event is in its convenience, interest, and the enthusiasm of the sensational participation effect and paying attention to the main team's Ping An team competition, making Pepsi's image further into the hearts of people.
The above two activities are associated with high interactive and reference, Shenzhen Pepsi's strong football promotion through this spring, not only firmly consolidate the image positioning of "New Generation Choice", and gradually makes Pepsi Become a selection of young people in this summer.
Case 2: Sanjiu Food, Tiger Head Crispy Hot Day Borrowing Hot Sale
In 1998, the hot drink market in the southern, all kinds of brand menstruates were all struggled to compete for the sky of the cold drink. At this time, there is a brand of different military projections, and quickly won a cool world in the summer. This is the "Qingliang House" of Guangdong Humen (Taiping) Sanjiu Food Company (hereinafter referred to as Sanjiu Food Company).
How is the "Qingliang House" stand out in the cold drink product market with high categories, fierce competition, and no name cards? It turns out that Sanjiu Food Company cooperates with domestic adoption company, launched an unique promotion, starting "Qingliang House" "This brand.
This promotion has taken three strategies:
Take a beautiful name, plus a distinct image. Planning companies name "Qingliang House" to the brand, and the most innovative is named by one of the varieties. In 1998, it was a year of Tiger. People who have especially feelings in the Year of the Tiger. I hope that in the Year of the Tiger, I will be able to use the company to name "Tiger Head Crisp", and with a cute cartoon tiger. Be the image. At the same time, in conjunction with people's wishes, it is proposed a promotion slogan for the "Tiger Year of the Tiger and Tiger".
The next is the goods. As a brand new brand, distributors are generally hugging. Three nine foods adopted a low-cost strategy. Step by step, spread the goods to the terminal, and paveled the road for the promotion.
The most exciting advertising, especially TV advertising, which set off a long selling. Sanjiu Food Co., Ltd. unified in advertising, from packaging, posters, POP to TV commercials, and consistently wearing the entire advertising activities, forming an integrated image in the market. In TV ads, this image is especially unforgettable, this is an outcomes for planning companies.
In 1998, there was a TV series played in CCTV, fired through the north and south of the Yangtze River, and became popular topics, this is the "Water Margin" that promotes the righteousness. This TV series is particularly high in 1998 in anti-corruption. So on a TV station, the audience frequently saw a TV advertisement - "Wu Song Tiger New Articles", the plot is nervous, humorous, and the phenomenon of accepting bribes in society, this is "Tiger Head Crispy" promotion Cartoon advertisement. In the film, Wu Song was pressing the tiger, and he didn't live in the tiger. It turned to Wu Song, a tiger head, and Wu Song took the tiger's head and crisp eyes, and the tiger walked. People have accepted the cool house licensee. At this time, the cool house license head of Shenzhen and Changsha is crispy, and it is hot.
Case 3 China bicycle promotion activities tend to public relations
Into the Chinese bicycle, there may be many people think of the name, Aminnini has broken the famous brand of Phoenix and the permanent 30 years of dominant domestic market, and also remembering the Chinese bicycle to introduce mountain bikes, BMS (competitive bicycle), etc. Consumers do the contribution.
Before and after 1994, China bicycles in the top of the Tongsheng period were affected by the anti-dumping of European countries and the United States (which accounted for 70-80% of all business volumes) and sold large landslides. When it is managed to manage the high-rise, it is struggling to expand the domestic market, but it has found that the old boyfriend, the brand, and other brands have become a strong opponent. In this case, the Chinese bicycle held a more successful promotion of the country, and stabilized the business situation in a considerable extent. Although this is the 1995 summer, but in today, there is still a certain reference significance.
The main content of this promotion is to buy a bicycle to send a cultural shirt or a bicycle anti-theft lock. At the same time, you can draw a high-grade audio or free Hong Kong tour. More new is that at the time, the atmosphere of the event was visited to the bike competitive performance team in the event, causing a small sensation effect on young people (mainly students).
This initiative has been arguing in management. Some opinions believe that competitive performances can only create a promotional atmosphere, but they can't bring immediate sales (at that time, whether they are consumers or merchants, they believe that promotions should use low-priced, gifts, etc.). Perhaps you have no heart to insert, perhaps deep concern, after the survey, car technology performance activities have left a deep and long-lasting impression on the potential consumption group of Chinese bicycles, and play a considerable role in maintaining Amini, the public image of Amini, Maji. (The image of its advertising has always been carried out by car technology).
Of course, in today's similar promotional means, it has been used to objectively enable promotional factors, that is, try to do more in-depth communication with consumers, establish brand image, corporate public relations image. However, today's spending promotion, the merchants are often forced to change, seeking new, did not recognize the publicity tendency of promotion activities, or today in promotion, the general promotion activities have been very It is difficult to achieve promotional purposes, and it is intentionally unintentionally evolved to the public relationship. In fact, the promotion is only one, the original purpose is only one, that is, in the short term, there is a low price or change in low-priced sales, thereby profitable. However, ask the manufacturers who have a variety of promotional activities, and have several purposes that can truly promote promotion? Of course, this is not to say that the promotion is not doing - we have also operated many successful promotions The case, the problem is that the promotion of success can be happy, but it should also be seen that the promotion has its own side effects, improper operation, and may damage the long-term image of the brand to a considerable extent (the taboo of brand era), even enterprises Public image. If it is difficult to achieve the purpose of promotion, it is really worthless of the risk of damaging the brand image.
The market facing the eyes is not the planned economic era, even the market ago, everything, everything must be discounted from a long. It is difficult for a timely promotional activity to solve the problem. It is aiming to make a transposition thinking for the manufacturer of the promotion. In order to communicate with consumers, the public relations factors are integrated into promotions, and they may find another world.
Case 4: Boeing service promotion
In 1992, Boeing was rated as the best airline in civil aircraft manufacturing. Boeing's chairman of Boeing, Wilson, said: "Can not let people say that Boeing is only interested in us when selling aircraft." Boeing's pre-sales and after-sales service have no slight, unparalleled, it has established a huge customer in practice service system. In Boeing, the customer is indeed "God".
Throughout the Boeing's customer service, there is a very significant four feats.
1. Huge customer service system
The Boeing Civil Aircraft Group has set up a customer service department to provide logistical support for more than 7,000 Boeing aircraft in the world.
Boeing has established a customer training group to train pilots and aircraft maintenance staff around the world (airlines). In 1992, more than 2,000 pilots and more than 4,700 maintenance personnel were trained for customers.
Boeing has established the world's most comprehensive airplane spare parts system for customers worldwide. In addition to the central distribution center located in Seattle, customers can also get spare parts through the distribution center of Atlanta, Brussels, London, Beijing, Singapore. In 1993, the new central spare parts distribution center in Seattle was completed, and the center covers an area of 650,000 square meters, with a total investment of 100 million US dollars. The warehouse volume is 15 million cubic meters, and the storage is 500,000 parts, 24 hours operation. In 1992, all spare parts centers were treated with a total of 98 million orders through the Global Computer. At the same time, the center service efficiency of spare parts is very high, and the orders, and the Boeing can be treated within 4 hours. Under normal circumstances, 98.5% of the spare parts can be shipped within 2 hours.
2. The meticulousness of Boeing services
Boeing specializes in maintaining a working group, the team's engineers assisted each airline to confirm the needs of their employees and technologies, ensuring that everything is ready to deliver the aircraft. The Maintenance Working Group also provides customers with a full set of "owner's manual", including print, miniature film or computer software. In 1992, Boeing sent a total of 1750 booklets to customers, with a weight of 436 tons, and 43,000 boxed micro-film.
Boeing is stationed in more than 200 professional in 56 countries in the world to resident on the field problem, while shouldering the responsibility of Boeing "Goodwill Ambassador". Boeing also established a service group of stopped products, responsible for supporting aircraft that has been discontinued, such as 707, 727, 737. Boeing has established a "new unit". The main task is to provide design advice from the beginning of the customer's point of view. That is to say. The new model has not been put into operation, and Boeing has served the service for future customers. For example, the customer service group of Boeing 777 was established in 1990, while the first 777 investment operation was in 1995.
3. Boeing service is fast!
Boeing customer service will win quickly. Sometimes even airlines have an unexpected. Once, the 747 passenger plane of the British Airlines met the volcanic gray clouds at 37,000 feet over Indonesia. The four engines suddenly turned off the fire. The plane was forced to fall urgently. The captain issued a rescue signal. Escape from the volcanic gray cloud, the engine re-launched. 44 minutes later. The plane landed in Jakarta Airport, the captain walked down the plane, the first person saw the Technician Giimi Gabo Boeing Customer. The Boeing response quickly, the machine had to smile: "Boeing must have spy satellite staring at us."
4. Boeing's service "Noward"
Boeing and the peers have an incoming rules, that is, no matter which plane is broken, there is a responsibility to help overhaul each other.
Once, a plane door of a air bus in Taiwan had an air bus, and it was unable to close. Can't take off. The Boeing resident representative Tom Tang was willing to take this problem. He seriously made a substitute, put it up with it, so that this plane will fly, but this is a joke. The depth of the airline thought that Tom Tang is a person who is air passenger car, praising the air bus. Mr. Hetman, the Boeing Customer Service, was ordered to come to this company. The deputy proficiency would see him to see the resident of the Airbus, and the two meet, know that it is a family.
Boeing is a service from all over the world through such a service, isn't this super promotion?
