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Terminal Promotions
| No. | Promotion Method | Remarks |
|---|---|---|
| 1 | Dedicated promoter | Assign dedicated promoters to directly promote and recommend products to target consumers through word-of-mouth. Design professional scripts and highlight product selling points. |
| 2 | Undercover promotion | Targets various individuals: owners, head waiters, waitstaff, even bartenders and competitors' promoters. |
| 3 | Organize insider opinion leaders | Make the product concept actionable. The opinion leader must be a regular customer of the store; consider hiring them as a corporate consultant. Allocate a budget for opinion leaders. For example, in A-class stores, spend 3,000 yuan per store on public relations for the opinion leader. Breakdown: 1,000 yuan gift upon entry, then 500 yuan monthly consultant fee, and finally adjust or stop based on market performance. Salary can be prepaid, but with the condition: receiving 500 yuan requires completing a specified purchase at that store. Operational tips: send wine in advance to their workplace, then bring the wine to the store to create a leadership effect, coordinating with brand promoters to drive product movement. |
| 4 | Redeem bottle caps, prize cards, scratch cards, etc. | Target waitstaff or consumers. |
| 5 | Joint promotions (win-win is the only win) | 1. Partner with hotels to host chef cooking competitions; 2. Offer discounts: 10% off hotel meals with one bottle purchased, 20% off with three or more bottles; within three months, if consumption reaches 10 bottles, issue a silver card for 15% off permanently; if 30 bottles, issue a gold card for 30% off permanently. 3. Partner with nightclubs, bars, and KTVs because many customers may go to these venues after dinner. In short, partners must be related to product consumption but not competing. 4. Partner with hotels during special holidays (Dragon Boat Festival, Father's Day, Mother's Day, Valentine's Day, Mid-Autumn Festival, Christmas, Spring Festival, etc.). Many companies fail because they only consider their own perspective. |
| 6 | Scratch-and-win promotions | 1. Print prize levels and corresponding prizes on packaging (including bottle caps); customers claim prizes at designated locations after consumption. 2. Manufacturer produces scratch cards or lottery vouchers for on-site promotions at terminal points to induce impulse purchases and immediate prize redemption. 3. Preload cash or gold coins of various denominations inside packaging; customers receive rewards immediately after consumption. |
| 7 | Purchase incentives, sales rewards, display rewards | Bundle policies, cumulative sales rewards, and temporary order meeting incentives to squeeze channel cash resources, thereby suppressing competitors and expanding market share. |
| 8 | Giveaways | Free tasting events during special holidays, special packaging for baijiu (small bottles), hotel wedding events, various conferences. Buy one get one free; buy two get two free, etc. |
| 9 | Promotional items | Decorative, collectible, commemorative, novel, or unique items (e.g., artistic gourds, swords, guns, puppets, Fuwa mascots, World Expo commemorative badges). |
| 10 | Themed promotions | Examples: smash golden eggs; tour the World Expo; prize for solving puzzles (Thirteen Secrets); win a computer, etc. |
| 11 | Instant promotions | Examples: free wine based on identity, discounts with ID, mystery gifts on holidays, etc. |
| Remarks | Main objectives: stimulate sales, enhance brand, expand consumer base. |
On Arranging Promoters
1. Image-oriented These promoters don't need silver tongues or forced smiles. Their assets are good looks and slim figures; their trademarks are refined speech and reserved smiles. They are favorites in upscale A/B-class restaurants, decorating the venue and showcasing the manufacturer's image—everyone is happy.
2. Silver-tongued For these promoters, don't focus on appearance or figure; they must be smooth talkers and quick movers. They charm customers and boost sales rapidly. In the end, the manufacturer is pleased, the restaurant is satisfied, and the promoter earns money—everyone wins. They are often sought after by B/C-class restaurants.
3. Hardworking For these promoters, typically hire laid-off female workers under 40. Assign them to C/D-class restaurants and food stalls to help the owner with chores. They don't even need to greet customers. As long as they are diligent and versatile—washing vegetables, dishes, sweeping floors, carrying wine, serving food—they fit anywhere. Rest assured, if they do this well, the owner would be unethical not to push your products.
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