The promotion activities of chain operation enterprises are rich and varied, and can be divided into different categories according to different methods.
1. According to whether or not to open the promotion and the degree of significance of the promotion, it can be divided into opening promotion, daily promotion and major holiday promotion
(1) Opening promotion. The advantage of chain-operated companies lies in economies of scale, so they have to keep opening new stores. Opening sales promotion is the first battle for a new store to enter the formal operation and enter the market competition. Therefore, it is no trivial matter, and it must attract enough attention. In addition to detailed market research and promotion planning, special attention should be paid to opening sales promotion. Goods on the shelves must be prepared, sales promotion personnel must be arranged in place, and each employee must have corresponding pre-job training. Because stores for opening promotions are often located in a new place, the opening promotions are generally very strong to attract more customers. However, strong local competitors will regard the newly entered chain enterprises as a serious threat, and even pass Various methods are used to "block" the enterprise. Therefore, on the one hand, the promoters of chain-operated enterprises must welcome new customers with a warm attitude, and on the other hand, they must guard against damage by competitors. The first is to take good care of the company’s infrastructure such as water and electricity, because once the power is cut off suddenly, the store order will definitely be chaotic, and there may even be looting; the second is that competitors may send personnel to pretend to be customers to disrupt normal business order, and companies should Take measures to deal with this type of behavior that may occur; third, the largest local companies may unite to put pressure on suppliers to not supply new stores, and companies must be prepared for emergency transfers from other places , We must ensure that the supply of goods is sufficient, especially the supply of promotional items.
(2) Daily promotions. Mainly refers to the daily sales promotion behavior of chain operation enterprises. This type of promotion is not very strong, mainly daily necessities, and the target customers are housewives and middle-aged and elderly people.
(3) Major holiday promotions. This is very important for any chain company. Since all chain companies are jointly planning activities for these major holidays, the target customers attracted by the same type of companies are almost the same.
, Which brings pressure and difficulty to the promotion planning of chain operation enterprises. Promotions on major festivals are very vigorous, and chain-operating companies have their own capabilities, and promotional plans must be strictly kept secret before the media is released to prevent opponents from detecting details and formulating targeted measures. Major holiday promotions will have a significant impact on chain operation companies. Sometimes sales in a week are more than sales in a month, which must be taken seriously.
2. From the perspective of marketing, it can be divided into personnel promotion, public relations promotion, business promotion, advertising promotion and service promotion
(1) Staff promotion. There are many ways for people to promote sales, such as product demonstrations, persuading purchases, and providing consultation and answering questions. Some of the sales promotion personnel in a chain operation enterprise are regular employees of the chain operation enterprise, and their job is to promote sales; some are temporarily hired personnel, and some are sales promotion personnel sent by suppliers.
(2) Public relations promotion. Public relations activities can continue to improve the corporate image and win customers through the improvement of the image. With the long-term accumulation of loyal customers, the sales performance of the company will rise step by step.
(3) Sales promotion. It refers to a short-term promotion behavior that directly uses profit temptation to achieve the purpose of selling goods. For example, free tasting, gift giving, discount promotion, etc.
(4) Advertising promotion. Advertising can use mass media or niche media. Mass media mainly refer to television, newspapers, radio, magazines, and the Internet. The types of niche media are more extensive, such as POP and DM advertising.
(5) Service promotion. The customer's shopping experience is very important, which determines whether he will buy again in the future, and customer satisfaction is closely related to the quality of the product. The quality of a product contains two aspects, one is the quality of the product itself, and the other is the quality of the pre-sale, in-sale and after-sales service provided by the merchant. Service has become an important means for chain management companies to attract customers, so it is a very important issue to study what kind of service can be provided to improve customer satisfaction.
3. From the perspective of communication, it can be divided into one-way communication promotion and two-way interactive promotion
(1) One-way communication promotion. Refers to the one-way flow of promotional information, such as special offers, traditional media advertising, POP, DM, etc.
(2) Two-way interactive promotion. There are mainly personnel promotion and online network promotion. Interactive promotion can immediately answer customers' doubts and promote immediate purchase behavior.
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