Click ↑ on “FMCG Distributor Professional Consulting” for more marketing and distributor internal management content.

1. Free Tasting When a new product enters the market, due to insufficient brand influence and low consumer awareness, companies aim to quickly build brand influence and stimulate trial purchases. They often produce small sample packs, typically 125ml, for free tasting. Additionally, to establish opinion leader groups, they organize tasting events and give away main products, usually two bottles per person. Some also conduct roadshows combining tasting with purchase-gift promotions, commonly seen in mid-to-low-end liquor.

2. Coupon Distribution Some manufacturers print colorful coupons to stimulate consumers to actively purchase or try their products. These coupons specify the campaign deadline, eligible products, purchase-gift methods, and participating outlets. Consumers can redeem the coupon at designated outlets for a “buy one get one free” offer or receive two free bottles. Manufacturers reimburse outlets based on the number of collected coupons.

Key considerations: Coupons must be stamped to control distribution; distribute to dense consumer areas; choose appropriate distribution points (residential communities, township markets, temple fairs, commercial stores); track distribution and feedback rates to adjust strategies; keep the campaign period short (15-20 days); ensure timely redemption at outlets.

3. Newspaper Media Promotions Regional manufacturers may partner with influential local newspapers for promotions, encouraging consumers to try or buy the product on specified dates. Typically, a cut-out coupon is included in the newspaper ad; consumers can redeem it at outlets for a free tasting bottle or a discount on purchase. Manufacturers reimburse based on the number of cut-outs collected, also measuring the promotion's feedback rate.

4. Price Discounts Price discounts are a key tool to attract purchases, divided into direct discounts (lowering the price) and indirect discounts (same price for more product). Direct discounts are sensitive and can cause significant changes; indirect discounts are a disguised price cut, offering a psychological buffer. Advantages: quick effect, short-term sales increase, increased purchase quantity, strong consumer impact, effective against competitors, popular with intermediaries and sales staff. Disadvantages: no long-term growth, hard to restore prices, reduced profits, potential brand damage, weakened brand loyalty, limited new customer attraction, and risk of price wars.

5. Purchase-Gift Activities Consumers receive coupons, gifts, small liquor bottles, cigarettes, or buy-one-get-one offers to stimulate purchases and build preference. However, this can lead to promotion dependency or fatigue, so it's essential to pair with a meaningful theme to convey value.

For example, Taibai's “Drink Da Shou Bi, Play Golf” promotion adds value. Anhui's “Everlasting Friendship, Fine Wine for Friends” campaign in Hefei, Bengbu, Lu'an, etc., allowed consumers to send a bottle to a friend by filling a card; the company delivered it within a week.

Sichuan Luzhou Chun encountered a situation where large supermarkets like Carrefour had low sales, forcing a clearance. The company launched a “buy one get one free (same product)” campaign, which surprisingly boosted sales dramatically, even with consumers specifically asking for the deal.

For wedding banquets, buying a certain amount could include wedding cars, sedan chairs, refrigerators, or TVs. For graduation banquets, gifts included phones, computers, luggage, or train/plane tickets.

However, with the proliferation of promotional gifts, consumers have become numb. Companies must choose gifts with perceived value, such as collectibles, commemorative items, or novel gifts (e.g., artistic gourds, swords, puppets, Fuwa, Expo commemorative badges).

6. In-Box Prizes In-box prizes are a common consumer pull tactic in baijiu promotions.

One method is scratch cards inside the box/cap, listing prizes like wine tickets, cigarettes, cash, foreign currency, precious metals, souvenirs, or travel. Effective scratch card promotions require clear consumer communication and market supervision to prevent interception. Use big jackpots and 100% win rates to sustain interest.

Another method is placing physical prizes directly in the box, such as cash (including gold eggs) or items like lighters, keychains. This relies on novelty or small incentives. Advantages: immediate short-term impact; disadvantages: easy discovery leading to interception by buyers or venue managers. Companies must adapt to regional preferences and ensure market supervision. Choose novel, attractive prizes that aren't perishable or fragile.

7. Points Redemption Points can be accumulated via purchase quantity or collecting proofs (e.g., bottle caps). The former is more universal; the latter is product-specific.

Points promotions suit high-volume products where consumers have sufficient demand to be motivated. If sales are low, consumer interest may be lacking.

Points programs require a time cycle, ideal for products with short consumption cycles, high purchase frequency, and large quantities (e.g., mid-to-low-end liquor, beer). Key aspects: prize selection, participation method, and redemption convenience.

8. Lucky Draws Lucky draws exploit the desire for windfall gains. Manufacturers create draw cards or use software for on-site draws at outlets to induce impulse purchases and immediate prize redemption. Formats include single, multiple, quiz-based, game-based, or linked draws.

Hebei Weidaofu's “Lucky Grab” brought welfare lottery into restaurants, enhancing participation and transparency. Shanzhuang Old Wine's “Smash Gold Eggs” in Shijiazhuang was another innovative draw.

9. Chain Rewards Chain rewards combine single-purchase prizes with cumulative incentives to encourage repeat purchases. Examples include empty bottle/box exchanges (e.g., collect a certain number for a free bottle) or card collection (e.g., collect specified cards for prizes, like World Cup team cards).

For instance, Shibafang's “18 Reward” in Shijiazhuang (Nov 2005-Jan 2006) used a “buy-gift + grand prize” format with two levels: immediate gifts and a mystery prize.

10. Contests Companies design Q&A about the company/product for on-site contests to promote awareness. Prizes are often physical items or free trips. Contests may be held via TV shows, distributing products to boost visibility.

11. Sponsorship Activities Sponsorships target special occasions or groups (e.g., Party Day, Army Day, Teachers' Day, Journalists' Day, Party Congresses) to let target consumers taste the product, become opinion leaders, and spread word-of-mouth. Also, free tasting at new store openings, factory inaugurations, anniversaries, weddings, and conferences.

12. Insider Consumer Drive This involves converting product concepts into behavior. The insider opinion leader should be a regular customer, possibly hired as a consultant. Budget for them, e.g., 3000 yuan per A-level store: 1000 yuan gift at start, 500 yuan monthly fee, then adjust. Prepay but require them to complete specified purchases. Deliver wine beforehand to their workplace, then have them consume at the store to create a leadership effect, coordinating with brand promoters.

13. Joint Promotions Many companies fail by not considering hotel acceptance, cooperation, and mutual benefit. Examples: 1) Joint chef competitions; 2) Discounts: 10% off meal with 1 bottle, 20% off with 3+ bottles; 10 bottles in 3 months earns a silver card (8.5% off), 30 bottles a gold card (7% off); 3) Partner with nightclubs, bars, KTVs since diners may visit later; 4) Joint promotions for holidays (Dragon Boat, Father's Day, Mother's Day, Valentine's, Mid-Autumn, Christmas, Spring Festival).

14. Thematic Promotions At a brand's initial stage, inject a thematic, explosive promotion concept and sustain it to create a “hot topic” that stimulates consumer enthusiasm. Hot topics attract trust and pursuit from consumers, distributors, and media. Thematic info spreads through word-of-mouth, boosting brand heat and creating a virtuous cycle.

Examples: Smash Gold Eggs, Expo Tours, Mystery Prize (Thirteen Secrets), Win a Computer.

15. Roadshows and Community Events Roadshows are outdoor community exhibitions with interactive games, product intros, free tasting, purchase-gifts, and on-site draws. Atmosphere is crucial; any flaw can reduce effectiveness. Preparation checklist:

  1. Coordinate with host and performers; integrate theme, brand, product info (e.g., Q&A).
  2. Arrange venue and coordinate with local authorities; if at a mall, have mall staff communicate.
  3. Check weather; cancel or reschedule if severe.
  4. Train staff two days prior; assign roles (e.g., photography, video) with flexibility.
  5. Prepare materials: arches, banners, posters, flags, stage backdrop, sound, mics, umbrellas, flyers, display boards, gifts, promotional items, policies, product displays.
  6. Inspect venue 2 days ahead; set up stage and displays 1 day before or early morning.
  7. For large/long events, place media ads to enhance effect.

Combine multiple activities, e.g., interactive games, quizzes, magic shows to maintain engagement. Some activities may not suit all locations; adapt to local traits (e.g., karaoke contests in communities, performances at malls).

16. Event Marketing Event marketing uses celebrities, news-worthy events, or social impact to attract media and consumer attention, enhancing brand image and driving sales. Examples: celebrity meet-and-greets, expert lectures, tours, seminars, unveilings, forums, charity events. Advantages: high attention, brand communication. Disadvantages: high cost, opportunistic nature.

17. Experiential Promotions Invite key customers or consumers to tour the factory or unique facilities, letting them experience the brand's value. This builds loyalty and word-of-mouth, gradually establishing the brand image.

18. Embedded Promotions Embed brand elements into consumer consumption processes. For example, buying 10 cases for a wedding provides a business car for the procession; 5 cases for a birthday party includes a birthday cake. All materials must carry brand elements to enhance brand awareness.

19. Government/Business PR Examples like Kouzijiao's “plate-in-plate” and “trunk” models target government and business leaders as key PR. These are opinion leaders; winning them simplifies future work.

20. Membership Marketing Consumer membership systems focus on building a consumer database, analyzing data, and conducting one-to-one marketing with personalized services. It's a marketing strategy, not just a tactic. Ensure members receive real value; otherwise, the program may fizzle out.

Like this article? Share it on your Moments!

About Us: WeChat: FMCG Distributor Professional Consulting Management Account Intro: 20 years of FMCG distributor operations experience, specializing in distributor internal management: We understand distributors better than manufacturers, and internal management better than distributors. Senior marketing experts help your business grow.

QQ Groups for learning and exchange:

Group 1: 344257092 (full) ** Group 2: 231512457** Click “Read Original” below to enter our micro-community for interaction and questions.