In reality, promotion work has been puzzled by two results: first, simply does not spend marketing costs, and the result is naturally fail to reach targets; second promotional expenses spent away, still fail to reach the target.
Why? On the surface, the problem seems to be out in the promotional expenses, marketing costs because it does not spend marketing plan or program instructions in itself a problem, the market was not fully market based on wishful thinking on their own racking our brains to develop a promotional plan. In fact, promotional plans are not caused simply can not perform, or in the process of continuous additional marketing costs, leading to promotions, such as fire fighting.
Work, promotional expenditures in most cases the cost of marketing to achieve the objective is to become “possible”, but how to let marketing costs to marketing to achieve the objective of “may” to “control”, not promote the process of fire fighting work, like additional costs, such as promotion back to the end of another pile of Dian additional costs need to retroactive applications? the author in the following areas to present their views, only for your reference:
First, develop accurate sales budgets
Case: Xiao Liu is a liquor brand, market leader, recently was honored for a number of market costs can not be upset, because Mid-Autumn Festival for engaging in promotional activities, goals reached, but although the plan than the marketing budget for a lot of cost overruns, looking for veterans to apply for approval has been the additional cost of which has come back, because they can not explain to the customer had already promised the cost of their predicament.
This situation is most common in reality, because the original budget request and the actual operation of a larger deviation, although that also reached the target but the cost overruns can not be honored, will lead to market stagnation.
The reason, mainly for marketing programs did not make enough of the argument, or even wishful thinking set the program racking our brains, though could be approved down, but the process is faced with the reality of additional costs.
To avoid this situation, calls for the market leader to develop marketing programs based on the market take full account of market changes, as much as possible to communicate with customers marketing programs, especially the promotional costs.
Second, while good budget proportional to changes to objectives and costs
Case: In the help of a liquor company for promotional use cost analysis found that, in accordance with the cost of promotion budget plan to use almost small, especially the festival promotion, we examine its budget and the actual costs incurred were able to find source of bias. The original cost estimates for all the promotion are very precise, targeted certain performance, cost will be. However, the actual operation of the process, does not exist, nor can the budget in accordance with this established, the ratio of investment promotion costs can be certain, but only for promotional expenses and the actual input rate is proportional to the time to achieve goals in order to ensure the accuracy of budget .
When applying for promotional costs, most marketers established standards by enterprises, restrictions on the cost estimates are always the pursuit of absolute, or even accurate to dollars and cents. This will be the case in the target static promotional costs constantly changes occur, leading to promotions arise during the ongoing additional costs.
If you can predict in advance the movement of promotional activities, recognizing the process of regulation is a fact, not the absolute amount of marketing costs but the absolute input-output ratio, will reduce the process of temporary “reactive.”
Third, implementation of promotional programs and learn to “Focus”
Case: A liquor company focusing on what Chinese New Year promotional actions to make the market “comprehensive work”, that do the pulling end hotel, good access promotion, promotion of good amount of high-end products and do business over the display display, consumer taste good promotion, good family area of focus of the promotion. Under the guidance of such thinking and marketing teams make up a large and comprehensive marketing programs, but none have been more marketing expenses to be all the same distribution as the flower dumplings. Results of promotion for a mess.
In fact, both the companies or the market at some stage only to work around a target can not be certain of the stage to take on more of the target system. If we over-emphasize the comprehensive nature of a certain stage, it will lead to nothing.
Similarly, the promotional action, especially a major holiday promotion, although that is more important, but not all activities are done more than all-out to have a clear business objectives, we must learn to guide marketers focus on key objectives, can not let the cost of the limited spread black pepper.
Fourth, the cost of an emergency promotion learn to “living beyond”
Case: A liquor company to use in evaluation and honoring of the annual sales meeting costs, Wang topped the list, because the cost of Wang's promotion budget has never been the most accurate and additional costs in the marketing process. When we asked the reason, Wang himself, “living beyond” the promotional costs of using the strategy of speaking out.
Original, Wang focused on promotional activities in each are also often beyond the budget for expenditures, but he did not like the others hurry to apply for a supplementary fee, but to the cost overruns in consultation with the client well, so that customers have actually advanced to make up for promotion in the next. This prevents the “fire-fighting” costs application.
In fact, no matter how accurate the promotional budget would not coincide with the actual place, not overrun with the phenomenon is normal, the key will not be flexible response.
It is worth recalling too is prepared in advance, at a certain stage of promotion to defuse and dilute the concentration of the cost overrun operation is also a strategy to achieve this objective.
Fifth, work is less than the cost to make up for the main measures to promote
Case: A liquor company's regional manager for Xiao Zhang received a telephone subsidiary, said the New Year's Day promotion intercept encountered strong competitors, need to tell the supplementary budget for this focus into action.
Xiao Zhang rushed to take calls after the market to understand the situation and found that it is indeed a conscious rival to intercept their own company's activities, and the intensity of inputs were greater than the surrounding market. But he found only the cost of rival efforts into a larger, distribution job is not solid, just do the activities on the surface. Xiao Zhang subordinates and clients to quickly arrange hands of personnel, increase the capacity concentrated distribution in place to make a rival time difference, ahead of the goods under pressure over channel access cause no Afterwards cargo capacity, so that competitors with their own intensity but not the back of shop goods go, the results using the rapid distribution of their winning success of the market.
Promotion seems to be inevitable in all business marketing. In fact, the promotion is how to mobilize the use of enterprise marketing expenses and resources of knowledge, but most business and corporate marketing personnel in the promotion of such mobilization and use of resources in the lack of real research in learning, we more to stay in Promotion of the surface work, even as the goal and promotion, the promotion as a bargaining chip clients achieve sales goals and means, not for promotional work, precisely, is the essence of promotion, rather than a goal.
Our promotional activities, in addition to concern about cost, the more of a reflection of our work is in place, there is no solid work, even if the cost of more investment will not be effective. Because the cost of investment promotion is to reduce the difficulty of the work itself, rather than have the costs do not have to do enough work. Should be reminded that any time is no substitute for marketing costs, it can not do without a solid marketing.
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