Promotions - yog dab tsi? Lub koom haum thiab nqa tawm ntawm kev ua

Nce kev sib tw nyob rau hauv tag nrho cov kev lag luam tsis muaj tsuas yog, ua rau lub fact tias marketers yog sim mus nrhiav txoj kev tshiab los txhawb cov khoom. Niaj hnub no, advertising yog nce siv covert thiab unconventional txoj kev ntawm influencing tus neeg. Raws li ib tug tshwm sim, cov kev tshawb fawb rau cov tshiab txoj kev nce qib muaj yog ib tug hauv daim ntawv ntawm advertising, zoo li BTL, t. E. Indirect advertising, uas muaj xws li thiab promotions. Yuav ua li cas yog promotions? Yuav ua li cas los tuav lawv? Thiab yog dab tsi yog lawv hom yog muaj? Tag nrho cov no yuav tsum tau tham nyob rau hauv peb tsab xov xwm.

notion

Yog li ntawd, peb xav nyob rau hauv promotions. Yuav ua li cas yog qhov kev txiav txim los mus piav qhia, tej zaum yuav tsis tau, tab sis dab tsi "Promo"? Nyob rau hauv lus Askiv lo lus txhais tau tias ... "advertising". Yooj yim rau nowhere, tsis yog nws? Thiab tsis tau, peb muab rau koj ib tug me ntsis ntxaum mus rau hauv lub zoov nuj txeeg ntawm li thiab los mus txiav txim lub tswvyim ntawm ib yam khoom nce qib. Qhov no lub sij hawm yog hais txog ib co ntawm cov kev ntsuas coj mus rau tus neeg cov lus qhia txog cov kev pab cuam thiab zoo ntawm qhov no los yog hais tias tshaj plaws (kev pab cuam cim, chaw tsim tshuaj paus) thiab stimulation mus ua ib tug purchase. Lub ntsiab ntsuas ntawm qib yog advertising. Nws yog ncaj nrog zaub (ATL), uas peb tag nrho cov siv: TV thiab xov tooj cua me ntsis, billboards rau hauv txoj kev, thiab lwm yam Tab sis tau txais kev pab uas tau muaj tsawg teb rau tej txoj kev advertising, thiab zus qhov yuav tsum tau tuaj nrog cov tshiab versions ntawm cov ntaub ntawv ntawm lub lag luam cov ntaub ntawv rau cov pej xeem ... Yog li ntawd, yog ib qho indirect, thaum advertising, los yog BTL, uas kev txhawj xeeb nce qib. Lawv to taub raws li uas tsis yog-tus qauv txiav txim coj cov lus ntawm cov ntaub ntawv hais txog cov khoom rau tus neeg. Xeem muab kev koom tes nyob rau hauv tus txheej txheem ntawm muab cov lus qhia thiab feem ntau tsis txawm paub tias advertising lus los yog pom nws li ib tug ntxiv kev pab, thiab yog li ntawd txiav txim siab mus coj ib feem nyob rau hauv qhov kev txiav txim.

Aims thiab hom phiaj ntawm lub shares

Tej nce qib yog ib txwm ib tug lub hom phiaj - mus kom qhov muag ntawm cov khoom. Tab sis qhov no lead supergoal ntau kauj ruam nyob rau hauv t. H. Thiab promotions. Qhov no txoj kev ua hauj lwm zoo: cov peev xwm ua tau kev pab raws qib uas tso cai rau mus rau txoj kev lub ntiaj teb no lub hom phiaj. Lawv yuav tsum tau xa mus rau:

- nce neeg paub txog ntawm lub zog ntawm cov khoom;

- mus tsim kho mus sib hais thiab rov purchase;

- lub tsev lag luam ntawm ib tug neeg lub koom haum ntawm advertising lus nrog lwm yam muaj (xov xwm) nrog ib tug khoom;

- nyiam neeg muas zaub tshiab;

- lub community launch txog cov khoom tshiab thiab hom;

- lub sib ntaus tawm tsam stereotypes txog cov khoom;

- tsim ntawm zoo cwj pwm txawv nyob rau hauv kev twb kev txuas nrog cov khoom.

npaj

Muaj ob peb hom promotions, thiab lawv muaj pes tsawg yog tsuas yog loj hlob raws li marketers yog lossi mob siab mus nrhiav txoj kev tshiab ntawm advertising khoom. Txawm li cas los, cov theem ntawm kev npaj ntawm xws li kev ua ub no raws li ib tug tag nrho cov txheej txheem ntawm nyob rau hauv ib cov saw. Ua ntej, koj yuav tau los txhais tau lub hom phiaj thiab phiaj cov neeg tuaj saib promotions. Yuav ua li cas yog lub hom phiaj cov neeg tuaj saib? Qhov no tau txais kev pab nrog ib tug txheej ntawm cov yam ntxwv (pw ua ke, lub hnub nyoog, nyiaj khwv tau los, thiab li ntawm. N.) Nrog uas sib txuas lus yog tsim los pab. Ces xaiv lub feem ntau tsim nyog daim ntawv ntawm kev txiav txim, nws cov ntsiab lus uas yog txiav txim, lub geographic tau thiab nyiaj txiag. Ces qhov kev txiav txim tsab ntawv tso ua ke, xaiv cov neeg ua haujlwm, ua tus tsim nyog ntaub ntawv (leaflets, sawv, khaub ncaws thiab hais txog. N.). Tag nrho cov ntaub ntawv yog sau nyob rau hauv ib tug kev npaj nyob rau hauv uas tsau nqi rau txhua yam kev txiav txim ntawm. Ces qhov kev txiav txim yog DVR, thiab kev ntsuam xyuas ntawm nws cov hauj lwm zoo.

hom ntawm shares

Qhov yooj yim txoj kev uas yuav teb cov lus nug: "Promotions - yog dab tsi?" los ntawm lawv cov kev faib. Lub hiob hom - yog sampling. Newer, tab sis tam sim no-paub: leafleting, Tastings, kev sib tw, sweepstakes, khoom plig shares. Ntawm newest hom muaj nqis mentioning ib tug mus-muag, t. E. Lub pauv ntawm competing khoom rau lub nce khoom, lawm shares, coupons, tus ntoo khaub lig-promotions, t. E. Promotion khub nrog ib tug uas tsis yog-kev sib tw cov khoom, flash mobs. Tsis tas li ntawd xa mus rau tus uas duav txhua yam ntawm nyob rau hauv MERCHANDISING promotions, t. E. Sau npe ntawm cov ntsiab lus ntawm kev muag khoom POS-cov ntaub ntawv, kev noj kev haus nyob rau trading pem teb, zaub ntawm cov khoom , thiab li ntawm. N. Ib txhia soj ntsuam xa mus rau lawv raws li lag luam kev ua ub no nyob rau hauv Internet.

sampling

Faib kuaj - ib tug txoj kev uas yuav ua rau ib tug neeg mus kuaj cov khoom. Free khoom uas heev attracted rau lub hom phiaj cov neeg tuaj saib. Muaj ntau ntau variants ntawm sampling: faib kev kuaj nyob rau hauv qhov chaw ntawm loj sib sau ua ke ntawm cov kev pab, kis los ntawm cov ntawv luam xov xwm (cov phau ntawv Magazine pasting nyob rau hauv sachets ntawm tsuaj zawv plaub hau, cream, naj hoom), cov kev pauv ntawm ib nrab-khoob packs mus ua kom tiav cov pawg ntawm cov khoom muag. Thaum uas siv cov zauv yuav tsum tau ua tib zoo xyuas koj lub hom phiaj cov neeg tuaj saib thiab nws xav tau kev pab. Yog li ntawd, noj ib lub hnab ntawm pheej yig mayonnaise nyob rau hauv qhov chaw tos txais kim khw twv tsis yog txhua shopper, vim hais tias nws tau "tshuab" rau nws cov duab nyob rau hauv lub qhov muag ntawm qhua mus rau lub qhov hluav taws xob. Nyob rau lwm cov tes, mus faib ib qho kim hwm cov khoom nyob rau hauv lub khw kev khwv nyiaj txiag yog meaningless. Txij li thaum buyers zoo siab hlo coj tus qauv, tab sis yog tsis zoo li mus ua puas tau purchase.

leafleting

Faib leaflets, coupons, flyers ib tug ob peb xyoos dhau los yog zoo heev. Niaj hnub no, qhov no heev pheej yig txoj kev ntawm advertising tau ua li ntawd heev uas discredited nws tus kheej thiab tsis muab lub nyhuv. Thaum leafleting - qhov no yog ib tug ceev heev txoj kev mus ceeb toom lub hom phiaj cov neeg tuaj saib txog ib yam dab tsi, piv txwv li, txog tom ntej txiav txim nyob rau hauv lub khw. Tab sis nqa tawm nrog lub tsev ntawm leaflets promotions yuav tsum xav kom zoo zoo. Cov neeg tsis tau los yog tsis txhob nyeem xwb qhia ntawv. Nws prochet thiab khaws xwb yog dab tsi muaj txiaj ntsim rau nws. Yog li ntawd leaflets yuav tsum muab tus nqi nyob rau hauv lub qhov muag ntawm tus neeg. Ntawd ces yog lub resulting ntawv nyeem yuav tsum dais pab: ib tug luv nqi, tau pauv rau ib lub khoom plig, lwm yam Xwb, nws yuav tsum yuav txaus siab rau tus neeg - piv txwv li, ntau tsis ntev los, cov neeg zoo siab siv sij hawm lub hnab tshos daim qhia hnub hli ... Niaj hnub no nws tseem tau los nyiam ib tug neeg neeg, luam tawm nyob rau leaflet ntawm tej daim ntawv qhia, tswv yim, lwm yam tseem ceeb cov lus qhia.

Khoom plig uas muaj purchase thiab leb

Tib neeg qhov yog xws li hais tias nws nyob rau cov muaj hnub nyoog hlub khoom plig. Yog li ntawd, cov stocks, nrog tis ntawm cov khoom plig txaus siab rau txoj kev tau zoo. Qhov no yog ib txoj kev zoo mus tsim kho lub buyer ua ib tug ntau dua tus naj npawb ntawm kev yuav khoom, los yog tsawg kawg ib rooj plaub purchase. Variants ntawm xws promotions ntau ntau. Nws yuav ua tau pauv coupons los yog tej pob khoom rau prizes. Ib qho piv txwv ntawm xws li ib ntej tej zaum yuav advertising "Magnate" ice cream - qhov kev txiav txim "Yuav ib tug ice cream thiab yeej ib lub tsheb." Nyob rau hauv 2014, lub tuam txhab twb ua si ob Porsche Cayman liab thiab dub, thiab yog li xav pom shoppers sim tshiab ntau ntau yam ntawm txias khoom qab zib. Nyob rau hauv 2016, ib tug chaw tsim tshuaj paus ntawm ice cream "Tycoon" kev txiav txim "Lamborghini" uas yeej cov ntaub ntawv ntawm tej chaw, ua nws kawm tau zoo thiab rau 3 lub hlis accustomed buyers mus rau ib tug tshiab hom ntawm cov khoom. Shares uas muaj khoom plig thiab yuav leb yog tshwj xeeb tshaj yog pab tau rau cov neeg npe, cov khoom uas raug txwv tsis pub mus thab muag khoom nyob rau hauv tawm xov xwm (cawv, luam yeeb). Raws li ib qho piv txwv, lub tuam txhab "Ochakovo" promotional phiaj los nqis tes "Yeej kub thiab nyiaj ingots," uas tseem coj dividends.

Kev sib tw thiab noog

Lwm cov kev xaiv giveaways yog ib tug ntau yam ntawm kev sib tw, uas tsis tsuas yog thawb tau txais kev pab yuav khoom, tab sis kuj yuav koom nrog nws nyob rau hauv qhov kev sib tham. Nws yog feem ntau nqa tawm, piv txwv li, yees duab sib tw, uas yuav yeej rau ib tug neeg uas tau txais lub feem ntau votes. Qhov no ua rau tus neeg tsis tau tsuas yog los mus koom nyob rau hauv cov kev sib tw, tab sis kuj xav kom nws mus siv nws acquaintances, mus pov npav rau nws. Qhov no ua rau lub fact tias cov neeg koom lawv tus kheej disseminate cov lus qhia txog peb tes num thiab txo tau tus nqi ntawm advertising. Piv txwv li, EUROMAG magazine ua ib xeem ntawv "Yeej ib qho chaw twg rau Norway," txhawb tau txais kev pab kom paub ntau ntxiv txog lub teb chaws mus ncig tebchaws chaw thiab tsim pent-up thov. Tej yam ua tsis coj instant coj mus muag tshwm sim, tiam sis yuav tau heev accumulative nyhuv.

Tasting thiab kev soj ntsuam

Thaum tau txais kev pab tau sim cov khoom, uas yuav muaj cov hais tias nws yuav ua kom cov purchase, zoo heev zog. Yog li ntawd, Tastings thiab kev ntsuam xyuas yog li ntawd, nrov nrog cov qib ntawm cov khoom. Yog, nws yog kim txoj kev ntawm advertising, nws yuav tsum tau tshwj xeeb kev cob qhia, tab sis, nrog kom npaj yog tag nrho txhaum. Nws yog tsuas tsim nyog los ua tib zoo xaiv qhov chaw ntawm kev txiav txim. Yog li ntawd, muaj ntau yam neeg nyob rau lub zos yuav nco ntsoov yuav ua li cas ib tug ob peb xyoos dhau los tshaj lub weekend nyob rau hauv hypermarkets yog cia nws nyob sib ti ntawm promotional sawv nrog tasting. Nws yuav tsum tau to taub hais tias tus neeg nruab nrab thiab theem siab cov nyiaj khwv tau pab pawg neeg yuav tsis sim cov khoom nyob rau hauv ib tug supermarket. Tab sis nyob rau hauv ib tug noj mov los yog qws, nws nyiam saj caw los yog luam yeeb.

zoo ntawm shares

Uas tau txais kev pab nyob rau hauv kev sib txuas lus nrog cov khoom - nws yog tam sim no lub feem ntau hnyav txoj kev los txhawb tus tom kawg. Promotions (promotions) ua rau nws tau qhia rau tus neeg txais kev pab txog cov khoom thiab kov yeej tsis zoo tus cwj pwm ntawm advertising. Promo - puab thiab feem ntau ib qho kim yi, tiam sis nws feem ntau theem ceev thiab pom tau.