---
title: "Mid-Autumn Festival/National Day: A Complete Practical Guide to \"Ground Promotion Exhibitions\" (With Pictures and Actions)"
description: "This article provides a comprehensive guide to conducting \"ground promotion exhibitions\" (地推展销) during the Mid-Autumn Festival and National Day holidays. It covers pre-event preparation, six effective promotional formats, and a four-step follow-up process to maximize sales and brand awareness."
author: "赵海永"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2018-09-22"
language: "en"
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# Mid-Autumn Festival/National Day: A Complete Practical Guide to "Ground Promotion Exhibitions" (With Pictures and Actions)

> This article provides a comprehensive guide to conducting "ground promotion exhibitions" (地推展销) during the Mid-Autumn Festival and National Day holidays. It covers pre-event preparation, six effective promotional formats, and a four-step follow-up process to maximize sales and brand awareness.

Click 'Read Original' for details.
The weather is hot, beer is prevalent, and baijiu (white liquor) is cold. It may seem that baijiu is not doing well, but it's more accurate to say that our own work is not up to par. 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 'flat' in the off-season.
Based on my market visits in recent months, I've found that many merchants or companies are conducting on-site promotional activities at core tobacco and liquor stores or in front of residential communities. I call this 'ground promotion exhibitions' (地推展销). It serves as both ground promotion and a way to showcase brands and products to consumers, while also generating sales.
In fact, 'ground promotion exhibitions' are a form of promotion that allows direct, close contact with consumers, creating strong brand and product awareness in their minds. You can also intersperse activities or interactions to make consumers more interested in the brand, thereby cultivating loyal customers.
So how should 'ground promotion exhibitions' be conducted? What should be noted during the activities? 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 Activity Policies Well.**
**1. Activity Timing**
It is recommended to hold events on Saturdays and Sundays from 3:00 PM to 5:00 PM.
**2. Activity Location**
Best locations are in front of core tobacco and liquor stores in urban or county-level markets, supermarkets around high-end residential areas, and stores with high foot traffic.
**3. Activity Theme Should Be Novel**
The 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, China's first choice for wedding banquet liquor;
>
> **Brand, entering thousands of households, thousands of small bottles for one yuan;
>
> **Brand, entering thousands of communities.
You can tailor promotional slogans based on your brand's strengths.
**4. Activity Staff Should Be Trained**
Before the event, all participating staff must undergo systematic training on the brand's characteristics, brand story, brand origin, product selling points, packaging, alcohol content, aroma type, origin, craftsmanship, and on-site activity policies. When introducing the product, emphasize the 'moderate alcohol, not harmful to health' point, leaving a targeted impression on consumers, attracting their attention, and making it easy to remember. This serves as informational advertising, ensuring every consumer who participates has some understanding of the product.
**5. Activity Policies Should Have Highlights**
Activity policies should not necessarily be grand, but they must be down-to-earth and attractive. I suggest using practical items like daily necessities, high-end large jars of baijiu, ** hotel vouchers, ** supermarket gift cards, etc., as activity policies. Avoid direct 'buy one get one free' type policies, as they can lower brand perception.
**6. Activity Materials Should Be Complete**
Activity materials are essential for ground promotion exhibitions. Based on my participation in various ground promotion activities, the materials mainly include 18 items: tents (or umbrellas), display tables, chairs, disposable cups, pens, paper, brand flyers, promotional staff uniforms, banners, lottery boxes, prize cards, display stands, promotional items, audio equipment, tasting liquor, backup vehicles, advertising fans, and partner promotional materials.
**II. Activity Execution Should Have Characteristics, Product Explanation Should Be Vivid**
Regarding activity execution, the author has summarized several activity formats for your reference.
**1. One-on-One Exhibition and Free Tasting**
This format relies on the salesperson's strong 'verbal' skills to convey product selling points to consumers. After systematic training, if the on-site staff can express fluently, this method can be adopted.
**Advantages: Low cost, minimal material requirements**
**Disadvantages: Strict requirements on staff communication skills**
**Recommendation Index: ★★★**
**2. On-Site Purchase with Super Value Deals**
This method can be used after the product has been distributed for some time and consumers have some brand awareness. It involves joint promotion with the on-site tobacco and liquor store, where both parties contribute prizes for the promotional activity.
For example: Buy two bottles of ** product worth 96 yuan and get an umbrella worth 28 yuan; buy a case of ** product worth 288 yuan and get a 100 yuan voucher for the store; buy two bottles of ** product and get a case of beer worth 78 yuan. The store owner can also offer slow-moving products as rewards, which not only clears inventory but also generates sales for new products.
**Advantages: High consumer appeal, high acceptance**
**Disadvantages: Difficult to control gift selection, communication barriers with stores**
**Recommendation Index: ★★★★**
**3. Buy Any Product, Scratch for Big Prizes**
This is a 'gambling' style promotion with no limits. On-site, just purchase any ** brand product and you can scratch (or spin) once, with a 100% win rate.
Prize options: lighters, tissue packs, small liquor bottles, ashtrays, cups, T-shirts, etc. (all themed promotional items). Scratching and spinning appeal to consumers' 'gambling' psychology. Be sure to create a lively atmosphere to fully mobilize consumers' enthusiasm. Prepare scratch cards, lottery boxes, and spinning racks in advance, and ensure the materials are not too shabby to avoid harming the brand image. You can also collaborate with nearby tobacco and liquor stores to co-host the event, sharing the prize costs.
**Advantages: Aligns well with consumers' 'getting a bargain' mentality**
**Disadvantages: None at present**
**Recommendation Index: ★★★★★**
**4. Vouchers and Joint Promotions**
This format typically involves collaboration with restaurants, small supermarkets, fruit shops, etc. On-site buyers receive vouchers of a certain amount based on their purchase, which can be used at the partner store. The specific ratio can be calculated based on product costs and partner products, and thorough communication with partners is essential to avoid vouchers being rejected. This way, both the brand and partner brands are promoted, creating a mutual publicity effect.
**Advantages: Complementary promotion, many partner options**
**Disadvantages: Difficult to control gift ratios**
**Recommendation Index: ★★★★**
**5. Impromptu Performances, Free Liquor Giveaway**
If audio equipment is available, invite consumers to perform talent shows wearing ** brand clothing to enhance the fun of the event. Anyone who performs can receive a free small bottle of liquor as a reward. This increases interaction with consumers, making it easier for them to remember the product and brand. Additionally, consumers whose birthdays coincide with the event day can directly receive a small bottle of liquor.
**Advantages: High fun factor, high participation**
**Disadvantages: Event may lose focus, causing chaos and difficulty in control**
**Recommendation Index: ★★★**
**6. Novel Materials and 'Quirky' Staff**
This format involves using retro decorations based on brand characteristics to create POP advertising, such as hanging wine gourds and flags outside the booth, or having staff dressed as ancient shop assistants, maximizing 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 forms include: scanning QR codes for small liquor, following subscription accounts for vouchers, extra gifts for on-site wedding banquet liquor orders, and cash vouchers for the distributor's own store with on-site purchases. You can reasonably carry out promotional activities based on your own strength and resources.
**III. Four-Step Follow-Up**
All consumers who participate in the event must leave detailed names and phone numbers for follow-up service, which many organizers overlook.
  * Step 1: The next day, follow up on their evaluation of the event and ask if there are any dissatisfactions;
  * Step 2: For current product policies or wedding banquet policies, communicate via phone or SMS reminders;
  * 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 files and inform them of any future brand activities.
Source: Micro Wine (微酒)
**On October 23-24, during the Autumn Sugar and Wine Fair, New Distribution will host the '2018 FMCG City Distribution Logistics Conference'.** We will invite industry experts, FMCG warehousing and distribution specialists, and distributors who have transformed to unified warehousing and distribution platforms to discuss and answer questions about future trends in FMCG city distribution logistics and practical cases of distributor transformation. We hope to bring you different inspiration and thinking!
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