A Practical Guide to Ground Promotion and Exhibition Sales (With Visuals and Actions)

Source: Wei Jiu (微酒)

With the hot weather, beer is popular while baijiu (Chinese liquor) is not. It may seem that baijiu is not doing well, but it is more accurate to say that our work is not thorough enough. Although baijiu sales are somewhat sluggish in this season, as long as merchants can calm down, go deep into the front-line market, understand customer needs, and find market breakthroughs, they can avoid being sluggish in the off-season.

Based on my market visits over the past few months, I have found that many merchants or companies are conducting on-site promotional activities at core tobacco and liquor stores or at the entrances of residential communities. I call this "ground promotion and exhibition sales" (地推展销). It serves as ground promotion, showcases the brand and products to consumers, and can also generate sales.

In fact, "ground promotion and exhibition sales" is a promotional format that allows direct, close contact with consumers, while building strong brand and product awareness in their minds. It can also incorporate activities or interactions to make consumers more interested in the brand, thereby creating loyal customers.

So how should "ground promotion and exhibition sales" be conducted? What should be noted during the event? And how should follow-up be handled? The author will explain one by one.

I. Thorough Pre-Event Preparation: Know Brand Characteristics, Product Selling Points, and Event Policies Well.

1. Event Timing It is recommended to hold the event on Saturday or Sunday from 3:00 PM to 5:00 PM.

2. Event Location It is best to hold the event at the entrance of core tobacco and liquor stores in urban or county-level markets, or at supermarkets around high-end residential areas, where foot traffic is high.

3. Event Theme Should Be Novel The event theme is the "sign" that catches the eye and attracts consumers to participate. For example:

**Brand, send benefits, win big prizes;

**Brand, thousands of bottles of fine wine giveaway;

**Brand, the preferred brand for Chinese wedding banquets;

**Brand, entering thousands of households, thousands of small bottles for one yuan;

**Brand, community tours across thousands of communities.

You can tailor your promotional slogan based on your brand's strengths.

4. Staff Training Before the event, all staff involved must undergo systematic training. They need to be briefed on the brand's characteristics, brand story, brand origin, product selling points, packaging, alcohol content, aroma type, origin, craftsmanship, and the on-site event policies. The product introduction should highlight the "moderate alcohol content, not harmful to health" feature, leaving a targeted impression on consumers, attracting their attention, and making it easy to remember. This serves as informational advertising, ensuring that every consumer who participates has some understanding of the product.

5. Event Policies Should Have Highlights The event policies should not necessarily be grand, but they must be down-to-earth and attractive. I suggest using practical items such as daily necessities, high-end large jars of baijiu, restaurant vouchers, or supermarket gift cards as purchase incentives. Avoid direct "buy one get one free" type policies, as they can lower the brand's appeal.

6. Event Materials Should Be Complete Event materials are the supporting items during the ground promotion. Based on my participation in several ground promotion events, the materials mainly include 18 items: tents (or parasols), display tables, chairs, disposable cups, pens, paper, brand flyers, promotional staff uniforms, banners, lottery boxes, prize cards, display racks, promotional items, audio equipment, tasting liquor, backup vehicles, advertising fans, and promotional materials from partner units.

II. Event Execution Should Have Characteristics, and Product Explanation Should Be Vivid

Regarding event execution, the author has summarized several formats for your reference.

1. One-on-One Exhibition and Free Tasting This format relies mainly on the salesperson's strong "verbal" skills to convey the product's selling points to consumers. After systematic training, if the on-site staff can express fluently, this format can be adopted.

Advantages: Low cost, no excessive material costs Disadvantages: Strict requirements on staff communication skills Recommendation Index: ★★★

2. On-Site Purchase with Super Value Offers This format can be used after the product has been distributed for some time and consumers have some brand awareness. It is mainly carried out in cooperation with the tobacco and liquor store where the event is held, jointly offering some prizes for the promotion.

For example: Buy two bottles of ** product worth 96 yuan and receive an umbrella worth 28 yuan; buy one case of ** product worth 288 yuan and receive a 100-yuan voucher for the store; buy two bottles of ** product and receive a case of beer worth 78 yuan. The store owner can also offer some slow-moving products as rewards, which not only clears inventory but also generates sales for new products.

▲ Wuliangchun (五粮醇) ground promotion event: collect likes to receive liquor

Advantages: High consumer appeal, high acceptance Disadvantages: Difficult to control gift selection, communication barriers with the store Recommendation Index: ★★★★

3. Purchase Any Product and Draw a Big Prize This format is a "gambling" promotion with no limits. On-site, consumers only need to purchase any product of the brand to scratch (or shake) a lottery ticket once, with a 100% chance of winning.

Prize options: lighters, tissue packs, small liquor bottles, ashtrays, cups, T-shirts, etc. (all themed promotional items). Scratch cards and lottery draws appeal to consumers' "gambling" psychology, so it is essential to create a lively atmosphere and fully mobilize consumers' enthusiasm. Prepare scratch cards, lottery boxes, and lottery stands in advance, and ensure the materials are not too "shabby" to avoid damaging the brand image. You can also cooperate with nearby tobacco and liquor stores to jointly run this activity, sharing the prize costs.

Advantages: Matches consumers' "getting a bargain" mentality Disadvantages: None at present Recommendation Index: ★★★★★

4. Vouchers and Joint Promotions This format is generally carried out in cooperation with restaurants, small supermarkets, fruit shops, etc. On-site buyers receive vouchers of a certain amount based on their purchase value, which can be used directly at the partner store. The specific ratio can be calculated based on the product cost and the partner's products, and full communication with the partner is necessary to avoid vouchers being rejected. This way, both the brand and the partner's brand are promoted, creating a mutual publicity effect.

Advantages: Complementary publicity, many partner options Disadvantages: Difficult to control the gift ratio Recommendation Index: ★★★★

▲ Shedian (赊店) liquor store ground promotion event: great benefits and thank-you gifts

5. Impromptu Performances and Free Liquor If audio equipment is available on-site, you can invite consumers to perform talent shows wearing the brand's clothing, adding fun to the event. Anyone who performs can receive a free small bottle of liquor as a reward. During the event, increase interaction with consumers, making it easier for them to remember the product and brand. Additionally, consumers whose birthday matches the event date can directly receive a small bottle of liquor.

Advantages: High fun factor, high participation Disadvantages: The event may lose focus, become chaotic, and be difficult to control Recommendation Index: ★★★

6. Novel On-Site Materials and "Eccentric" Staff This format involves using retro decorations to create POP advertising based on the brand's characteristics, such as hanging wine gourds and flags at the booth, and having staff dressed as ancient shop assistants, maximizing the attraction of people's attention and conveying product information to consumers.

Advantages: Consumers are easily attracted by novel materials and learn about the product Disadvantages: None at present Recommendation Index: ★★★★★

In addition to the main formats introduced above, other formats include: scanning QR codes to receive small liquor, following the subscription account to receive vouchers, extra gifts for on-site wedding banquet liquor orders, and cash vouchers for the distributor's own store with on-site purchases. These can be carried out based on the merchant's own strength and resources.

▲ Ground promotion event: Drink Yangshao (仰韶), get free travel tickets

III. Four Steps for Follow-Up

All consumers who participate in the event must leave detailed names and phone numbers for follow-up services. This is a point that many event organizers overlook.

Step 1: The next day, call back to ask about their evaluation of the event and whether there is anything unsatisfactory;
Step 2: For current product promotions or wedding banquet policies, communicate via phone or SMS;
Step 3: They can receive a ** brand VIP consumption card at designated tobacco and liquor stores, entitling them to special discounts in the future;
Step 4: Record customers in a file and inform them of any future brand activities.

The above are the author's personal insights on "ground promotion and exhibition sales," for your reference and learning.

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