Click**↑****"FMCG Distributor Professional Consulting"**for more marketing and distributor internal management content. Promotions are a battle of wits. The dazzling array of promotions has raised consumers' 'resistance.' Understanding consumer psychology and appealing to their 'little thoughts' can make promotions more effective. As the year-end approaches, a promotional war has quietly begun... What are this year's lethal 'money-attracting' tactics? Let's take a look!
Price—Discounts seem like free money! Clearance sales at tear-jerking prices, eye-catching signs to lock in attention. Consumers still love a bargain, and various pricing tactics can still capture a segment of shoppers. However, there's a 'scheme' to discounting. For example, using an illusionary price like '100 yuan for 130 yuan' compared to a direct 30% off, makes consumers feel the product hasn't depreciated, and instead stimulates them to buy more to reach the threshold.
Beauties—What guys are looking at isn't the beauty, it's the vibe! The key to any promotion is first getting consumers to notice your product. Everyone appreciates beauty, and attractive women are undoubtedly the best way to draw eyes. Look at those promotional girls—who wouldn't stop to take a look!
Freebies—I'm buying the product for the free gift! Freebies are actually quite nuanced; if the gift isn't appealing, it's better not to offer one! I often buy McDonald's combo meals just to collect the toys. Imagine if a baijiu (Chinese liquor) gift had that kind of pull... For example, buy baijiu and get red wine or a travel ticket—perfect for the New Year! Also, for supermarket promotions, a small shopping cart is a great choice!
Lucky Draws—Let luck fly for a while Everyone has a streak of wishful thinking, and I'm no exception, especially with the 'small for big' type. You've got to try your luck—what if you actually win! First, you need to buy baijiu to qualify for the draw, but the purchase threshold shouldn't be too high; generally, buying two bottles for one draw entry works, since most people buy two bottles at a time for the New Year. Second, the prize tiers should be clearly differentiated, from first prize down to fifth; the finer the tiers, the more consumers feel they have a chance to win. Third, display the prizes right next to the product—the more visible, the better! Finally, the first prize must be tempting, like an iPhone 6, to make consumers eager to try!
Roadshows—Aunties, let's do the baijiu style! 'Why is there a crowd over there? Let's squeeze in and see!' Being nosy is one of our nation's fine qualities. With dynamic music, a bustling crowd, and a surge of foot traffic, combined with the gimmicks of 'beauties' and 'limited-time specials,' and the festive New Year atmosphere, people are happy to join in. 'Participate and get free baijiu,' 'Buy one get one free,' 'Buy baijiu and draw,' 'Buy baijiu and get a gift'... These methods work remarkably well in such settings for the crowd that loves excitement!
Limited-Time Offers—Grab it and you've earned it! I've summed up a few places I frequent, like Uniqlo and KFC, which often have limited-time specials and set meals. This makes me time my visits to the minute. Limited-time and limited-quantity promotions are quite lethal to consumers; they create a sense of anxiety that missing out means it's gone forever, and that anxiety drives people to buy, buy, buy! Distributors can use various platforms to announce limited-time deals, like a daily cap of 2,000 bottles, letting consumers experience the thrill of 'grab it and you've earned it!' For example, in supermarkets and tobacco and liquor stores, put up signs for 'limited-time flash sale' with a countdown to show the deal slipping away. Or, push limited-time product info to members via WeChat. Even more effective during the Spring Festival is for liquor business owners and staff to post limited-time offers on their own Moments (WeChat feed), leveraging the network's reach for more attention and higher conversion rates.
All these methods share a common trait: they enhance the consumer's shopping pleasure. They can be used individually, but combining them works even better. Imagine: a beauty asks you to buy two bottles of baijiu, tells you you can enter a lucky draw, and then you actually win—wouldn't that be a jackpot! If consumers feel they've hit the jackpot in fun, liquor merchants will hit the jackpot in gold!
Source: Jiu Shuo (Wine Talk)
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