Click to read the original article for details. In modern market competition, the terminal is where key publicity and sales effects occur. Systematic promotional activities can quickly boost product awareness and influence surrounding layout and sales. With the Mid-Autumn Festival and National Day holidays approaching, terminal promotions are in full swing. Food industry professionals know that holidays are critical nodes for terminal promotions, but many are confused about how to prepare in advance. Today, we will outline a time-reversed preparation plan for terminal promotions, listing the key preparation elements and their completion deadlines, so you can handle pre-holiday promotions more systematically.
1. Complete the promotion application and approval Timeline: One month before the event A complete promotion plan should include: event city and location, time period, product mix, activity methods, personnel, promotional materials, gifts, props investment, terminal support, input-output ratio, sales forecast, terminal profit analysis, operational details, and crisis contingency plans. The goal is to maximize free or low-cost resource support from the terminal.
2. Design, procure, or produce promotional materials and gifts Timeline: Twenty days before the event The promotional content should correspond to event time, method, location, and other data, aiming to be vivid and prominent, but must not lose the core product appeal.
3. Confirm target promotional terminals based on data Timeline: One month before the event Summarize past terminal promotion sales data, analyze gross profit amount, gross margin, and the proportion of special-price activities; analyze store payment terms and inventory turnover days; analyze all fees paid previously; analyze annual contract execution; analyze past promotion records and effects at this terminal; analyze competitor historical data, including the highest and lowest promotion records at this store. Provide a written explanation of the promotion policy to the terminal, and sign agreements on stocking, pricing, and promotion areas. Additionally, this is to align with the terminal's DM schedule.
4. Negotiate supply matters with the terminal Timeline: Three days before the event Confirm that the terminal has sufficient stock before the promotion day. Based on the event products, suggest that suppliers reserve and maintain dedicated inventory in advance, and prioritize logistics delivery for event terminals.
5. Reconfirm with the terminal Timeline: Two days before the event The event team manager should reconfirm with the terminal using the signed promotion agreement, to prevent conflicts with store emergencies and have contingency plans ready.
6. Recruit and train promotional staff Timeline: Two days before the event Recruit experienced promotional staff and provide pre-job training: (1) Basic training: Cover company overview, product overview, production processes, job responsibilities, and assessment standards. Ensure promoters understand terminal promotion precautions and regulations. (2) Targeted training: Provide psychological guidance before the promotion and how to answer common consumer questions, continuously refining and enhancing persuasive talking points. (3) Advanced training: Improve complaint handling, communication skills, and achieve consultative selling.
7. Event team manager must personally conduct on-site research at the terminal Timeline: As needed Investigate and analyze consumer purchasing habits, analyze customer traffic patterns in the store, and determine vivid and advantageous display positions. Understand the current status of competing brands, further grasp their future plans, and strengthen relationships with relevant terminal departments.
8. Pre-event mobilization meeting Timeline: Fully completed three days before the event The mobilization meeting focuses on the following: (1) Create a fighting atmosphere at the office. Banners should echo the company's sales slogans. Post task comparison charts on the wall to get every participant into a warm-up state and aware of their tasks. (2) Foster a fair environment where "the capable rise, the average yield, and the incompetent step down." Encourage healthy competition, teamwork, and respect for every individual. Create as many opportunities for competition and comparison as possible (store vs. store, team member vs. team member, horizontal and vertical comparisons). (3) Break down tasks meticulously. Assign tasks to individuals, specific products, and hourly time slots. Create a table, have each participant sign and acknowledge, and post it on the office wall to stimulate ambition and fighting spirit.
9. Confirm all preparations are fully implemented Timeline: Fully completed one day before the event The event team manager ensures that all promotion content has been agreed upon with the terminal, and that promotional materials, product stocking, and displays meet requirements. The promotion plan should specify detailed rules for on-site stocking, display, pricing, and stacking. Promotional staff must be trained and qualified, and pass terminal program management.
"Prepare the supplies before troops move." Only with thorough preparation can store promotions be executed effectively, fully achieving the market goals of boosting product sales, expanding brand influence, and defeating competing brands!
Source: Food Business Song Kai (Founder of "Water Ripple Sales Theory"; Founder of the first Chinese brand of Xiwang Corn Oil; Special expert at Gerson Lehrman Group and Shanghai BCC Consulting.)