● ● ● A popular joke comes to mind: Li Kui killed four tigers in his life without becoming famous, while Wu Song killed just one and became renowned. What does this show? Big events cannot do without alcohol! And the two major events in life—"wedding night and golden list naming"—are even more inseparable from alcohol! In 2016, there were about 9 million Gaokao candidates. After their children are admitted to universities, many families often hold banquets to celebrate or thank teachers. A conservative estimate is that half will hold such banquets in July and August. This is a market that all liquor sellers cannot ignore and must strive for! However, to succeed in the banquet market, you need strategies; if you don't operate properly, others will reap the benefits. So how to better operate baijiu banquets for升学宴 (college admission banquets) and谢师宴 (teacher appreciation banquets)? The author suggests operating from three aspects to increase the closing rate of these banquets.

First: Information Collection, Interception + Material Rewards 1. Terminal store owner referrals: The terminal store owner proactively recommends **baijiu products to customers. For direct successful referrals, the terminal owner receives a one-time reward of 10% of the purchase price in goods; for successful referrals through core public relations by distributor staff, the terminal owner receives 5% of the purchase price in goods. 2. Head teachers or class monitors of Gaokao and Zhongkao classes: Through core public relations with head teachers or class monitors, they provide detailed information about candidates, and then distributor staff conduct core public relations. For each transaction closed, give them certain material rewards, for example: for proactive referrals with successful cooperation, reward 200 yuan per family; for head teachers, teachers, or mailroom heads who proactively provide information and we successfully close, reward 50 yuan per family; for head teachers who provide information but no deal is closed, reward 10 yuan per family. 3. Existing customer referrals: Through core public relations with students who have already made transactions, they provide detailed information about other candidates around them, and then distributor staff conduct core public relations. For each transaction closed, give them certain material rewards, mainly electronic products. 4. Own employee referrals: Introduce the concept of全员营销 (all-staff marketing). Internal staff provide information about customers hosting升学宴, and they can either close the deal themselves or other staff can. For successful deals, give certain material rewards, with specific reward methods determined by the distributor. 5. Hotel referrals for升学宴: Through public relations with staff at core hotels, they provide information about customers who will host升学宴 at their hotel, and then distributor staff conduct core public relations. For each transaction closed, give them certain material rewards, mainly electronic products. 6. Local post office courier referrals: The local post office is a必经之地 (must-pass place) for every admission notice and a rich source of information. It is essential to seek cooperation with its leaders.

Second: Effective and Targeted Media Promotion 1. Newspaper media promotion: During the Gaokao and Zhongkao period, newspapers report a lot about exam information, volunteer applications, school information, etc., so parents pay high attention. Therefore, during the campaign, publish **product promotion content in local mainstream media to accurately convey information to the target customer group. 2. Exam score inquiry phone promotion: After the exams, the inquiry phone lines are used frequently and are highly targeted. Before the call is connected, play beautiful music combined with elegant language, such as a recording saying "**product wishes every candidate success in the exam." 3. Tobacco and liquor store channel promotion: For升学宴 promotion content, print POP, DM flyers, or make X-stands, roll-up banners, etc., and place them in prominent positions in tobacco and liquor stores. Also, ask terminal store owners to introduce **products to every customer entering the store. This not only creates a burst in a short time but also deepens attention to the **brand across all levels of society, enhancing brand reputation. It can also guide terminal owners to recommend, promoting product sell-through. 4. Radio advertising promotion: Since traffic radio has wide coverage, long broadcast time, and rich content, the specific broadcast content can be determined based on different markets and policies. This helps highlight the brand's attention to candidates and enhance the brand's image in consumers' minds. 5. Mail joint promotion: Cooperate with the post office to send promotional flyers along with admission notices. This has high accuracy and can accurately convey the promotional theme. 6. Hotel channel promotion: Use X-stands, DM flyers, posters, display boards, and other promotional materials to create a festive atmosphere. Place eye-catching display boards at the hotel entrance or lobby, or hang promotional banners. If conditions allow, set up product display stands, place product brochures in private rooms, and have dedicated promotional staff, etc., to fully create the atmosphere for升学宴 and谢师宴. 7. Supermarket channel promotion: For升学宴 and谢师宴 promotion content, print POP, DM flyers, promotional posters, etc., and place them in prominent positions in the liquor section of supermarkets. If conditions allow, arrange promotional staff to assist with product sales.

Third: Most Market-Attractive Activity Policies Policy 1 (Buy-Give Package) Gift selection can be adjusted based on actual conditions. Selection principle: meet the needs of college students, and exquisite and portable electronic products are preferred. Buy-give in kind: when cash purchases reach a certain amount, corresponding items are given; gifts should be items not easily convertible to cash to avoid affecting the price system; do not give away the product itself; control the intensity of the activity to avoid over-policy and affecting the price system. Policy 2 (Travel Package) Note: Due to different geographical locations, policies can be formulated separately based on local consumption levels and travel prices. Policy 3 (Shopping Package) Note: Due to different market conditions, shopping cards can be exchanged for other forms when formulating policies. 升学宴 and谢师宴 are sales forms that directly contact consumers. Turning these core people's banquets into tasting events and making service a platform and brand of your own is effective for both brand promotion and product sales. The above content hopes to be helpful to merchants in the liquor industry! -END- The best FMCG distributor learning platform in China Focusing on providing professional, practical, and actionable tutorials for enterprises and distributors Committed to helping Chinese FMCG distributors grow rapidly The most professional and practical knowledge base in the FMCG industry Reply with the red number below to get corresponding content Reply with number 1 to view the complete knowledge base | 001 Excellent article selection | 002 Distributor market operations | 003 Terminal visit management | 004 Sales supervisor skills | 005 Sales improvement techniques | 006 Channel expansion | 007 Managing distributors | 008 Distributor development | 009 Distributor internal operations management | 010 Team management | 011 Efficient distribution techniques | 012 Sales manager's eighteen skills | 013 KA operation methods and strategies | 014 First lesson for new salespeople | 015 Internet, brand | 016 Distributor B2B transformation | [Long press QR code to follow]