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1. Single-Product Buy-One-Get-One This is the most basic promotional method in the market, such as buying ten get one free, or buying eight get one free. Single-product buy-one-get-one is generally used by manufacturers to push inventory of their main products, increasing terminal stock levels, and coordinating with media publicity to facilitate terminal distribution. The amount of terminal stock has become a key performance indicator for manufacturers' product promotion. This promotional method is relatively simple, but in practice, it has led to terminals selling at low prices, disrupting the product pricing system, and making the full market launch passive. The prerequisite for this method is that the product must be a strong brand in the market, with strong media support for promotion, ensuring terminal distribution speed. At the same time, strict control over terminals is necessary, limiting the number of sets per outlet according to the promotion schedule to prevent the product from being "promoted to death."
2. Product Bundling Buy-One-Get-One Product bundling promotions typically involve bundling best-selling products with slow-moving products, or bundling best-sellers with new products. The main purpose is to ensure that while not affecting the sales of best-sellers, slow-moving or new products are more easily accepted by terminal outlets, reducing the difficulty of distribution, and encouraging terminals to promote new or slow-moving products. This approach is usually only viable when the best-selling product has high consumer demand and strong brand influence locally; otherwise, terminals will not accept slow-moving or new products, as it increases their inventory or sales pressure.
3. Physical Gifts Frequent product promotions can make terminals feel bored. Manufacturers, while ensuring channel promotion space, may change the promotion method appropriately. For example, buying two cases of new products gives a free air-conditioning blanket, or a one-time purchase of 10 cases gives a free mobile phone, or cumulative sales reaching a certain amount gives a free tricycle. In practice, gifts like rice and cooking oil, which are daily consumer goods, are closer to people's lives and easier to monetize, making them more acceptable to terminals and achieving good results. However, terminals may also factor the gift into price profits, leading to a reduction in product prices.
4. Cash Rebates Cash rebates are the most attractive promotional method for terminals. Typically, for a one-time purchase of 5 cases, a direct cash rebate of 100 yuan is given on the current payment. This promotion should not be used in combination with single-product bundling, as it may cause some terminals to directly lower retail prices, affecting further sales. Promotions aim to maximize sales and ultimately maximize profits. This method should only be used as an immediate competitive tool and not frequently, as it may make terminals indifferent to other promotional methods—since nothing is faster than cash—and hinder future promotional efforts.
5. Box Recycling To further expand sales, some manufacturers adopt a cash incentive for recycling empty boxes. Within a certain period, depending on the product and promotional focus, outer packaging boxes may be recycled at 12 or 18 yuan each to stimulate terminal sales enthusiasm. This is especially useful when a product is best-selling but terminal profit margins are low, to prevent a decline in sales enthusiasm. Or during new product launches, when profit margins are not significantly better than competitors, box recycling can increase terminal profit points and encourage active promotion. As the product gains consumer acceptance, the intensity of box recycling is gradually reduced.
6. Product Display Rewards To fully showcase product image and enhance customer purchase opportunities, competing for display space has become a key battleground for brands. This often involves vying for prime shelf positions and more centralized display areas. If terminals display products according to manufacturer requirements, they may receive monthly display rewards of 200 or 300 yuan. Based on spot checks by terminal administrators, failure to comply with display rules may result in cancellation of that month's reward. Many savvy manufacturers link display rewards directly to sales, setting dual indicators of display and sales for tiered rewards. The ultimate goal of display is to drive sales, so linking rewards directly stimulates terminals to maintain displays while boosting sales enthusiasm.
7. Visual Merchandising Support Many companies, to fully promote their brand and convey promotional information, provide terminals with support for store signs/facades (usually for those with good image and high liquor sales), wine cabinets, cabinet eyebrows, in-store KT boards, POP, light boxes, posters, lanterns, price tags, indoor and outdoor stack displays, etc., either through annual buyouts or phased visual merchandising. As long as terminals comply with company standards, they receive a certain amount of reward.
8. Dedicated Promoters Setting up dedicated promoters to directly promote and introduce products to target consumers through word-of-mouth, and to support brand promotion. The key points are designing professional scripts and product selling points, brand promotion scripts, and training promoters in sales skills and on-the-spot adaptability. This is less of an issue in restaurants, but in circulation outlets, it is generally set up based on customer needs or manufacturer strategic actions.
9. Expense Support Rewards In the competitive liquor market, many liquor companies, for major liquor sales accounts, provide support for promotional staff, rent, utilities, and wages, based on mutually agreed cooperation standards. Depending on the terminal's sales task levels and completion, different levels of support are given to fully mobilize terminal sales enthusiasm and cooperation.
10. Product Volume Rewards Terminal outlets within a region have different sales capabilities, often leading to significant differences in sales results. To increase profit points for excellent customers, stimulate their enthusiasm for promotion and sales, and also motivate other customers to improve their sales performance, manufacturers use regular policy support, tiered rewards for meeting volume targets, and fuzzy rewards for exceeding targets. This stimulates and maintains terminal sales enthusiasm and standardization. In today's environment where manufacturers demand maximum sales, such standardized operations are typically implemented by strong regional brands.
11. Customer Plaque Rewards Terminal customers with strong sales capabilities and high sales volumes deserve not only material rewards but also visible honors to increase their loyalty and sense of pride. For such customers, titles like "XX Year Sales Champion," "XX Year Market Development Champion," or "XX Year Market Growth Champion" can be awarded. For customers, both material and spiritual rewards are important. Awarding such plaques recognizes their sales achievements and also stimulates other customers. Leveraging customers' competitive nature can be an effective incentive.
Source: Zhi Zhuo Ying Xiao Da Jiang Tang -------------------------------------- Like this article? Feel free to click the top right corner to share it to your Moments; About us: WeChat Name: FMCG Distributor Professional Consulting Management Account Introduction: 20 years of FMCG distributor operation and management experience, professionally addressing distributor internal issues: Click the "Read Original" below to enter our micro-community for interactive communication and questions. Learning and Exchange QQ Group: 344257092 Reply 1 to enter the micro-official website to view historical messages. -----------------------------------------