Many companies face a common dilemma: after successfully recruiting distributors and stocking shelves with a new product, they expect smooth sales, but suddenly discover that the product is not moving at the retail level. Sales staff become disheartened, retailers lose confidence, and within a month, distributors are demanding returns... Why does a new product stall at the retail level? How can it be made to sell through? The retail outlet is like a battlefield. Sell-through at retail is akin to ground forces using various weapons to defeat the enemy. In the launch of a new product, besides the "aerial bombing" of advertising, the six ground-level promotional tactics are sharp weapons for close combat. Based on my work experience, I will discuss methods to drive sell-through for new products at launch, presenting the "six weapons" commonly used in the consumer goods industry to boost retail sell-through:

Weapon 1: Free Samples (Trial/Test/Taste) Free samples are one of the most effective weapons for rapid sell-through after a new product enters the market. They can create high trial rates and remarkable brand conversion rates, increasing the likelihood that triers become actual buyers. Many products have succeeded through free sample distribution, such as P&G's Whisper and Rejoice, Master Kong instant noodles and green tea, and Pepsi-Cola. We all have experiences of trying a product and becoming loyal consumers. During the introduction stage, when consumers lack awareness, offering free samples for experience is an excellent method. If your product quality is genuinely good and accepted by consumers, this "experience marketing" can generate a large proportion of buyers. Free samples have a positive effect on accelerating product introduction and rapid sell-through at retail, with almost no negative effects. However, the cost to manufacturers is relatively high. Free sample promotions are widely used in various consumer goods industries, especially FMCG. Even many durable goods now use trial, test drive, or test ride methods to accelerate product introduction. It should be noted that when distributing samples or conducting trials, consideration must be given to targeting, as consumption habits vary greatly. For example, for products like instant noodles where taste preferences differ significantly, different approaches should be taken in spicy-eating regions versus non-spicy regions. Comment: Free samples are like the "bow and arrow" of ground forces. A skilled archer can hit the enemy accurately, but this weapon requires many consumables. Whether you can eliminate more enemies depends on whether you have enough "arrows"—that is, the cost of samples.

Weapon 2: Market Merchandising Good display is a means of maintaining image and boosting sales for mature products. It is equally important for new products. At the launch of a new product, no matter how good the advertising, if there is no visibility at the retail level, how can consumers buy? Coca-Cola's "3A" marketing strategy—"Availability, Affordability, Acceptability"—emphasizes that "Availability" is the most basic. It stresses distribution coverage and display quality. Undoubtedly, good display is paramount. This is even more evident for FMCG, as 70% of purchase decisions are made at the point of sale. Market merchandising allows consumers to see and buy the product, increasing visibility, expanding contact with consumers, and enhancing brand image. This is why many well-known brands like Master Kong, Gillette, Coca-Cola, and Pepsi are easily associated with their retail displays. How to excel at market merchandising? Traditional shelf display is just the first step. Outstanding display involves not only securing better shelf space and position, and convenient placement for target customers, but also expanding display through end caps, pallets, and other formats. Furthermore, it requires using display aids and materials such as dedicated display racks, POP, side panels, display boards, and roll-up banners to create a lively atmosphere. But is that enough? Not necessarily. How to measure outstanding display? It means being more visible and accessible than competitors! Comment: Market merchandising is like the "machine gun" of ground forces. It stands guard at key positions, waiting for the enemy. Once used, it can inflict heavy casualties before the enemy reacts. Of course, as a heavy weapon, its cost is relatively high!

Weapon 3: Personal Selling When discussing personal selling, we cannot ignore Slek. With high investment in personnel, Slek deployed numerous promotion girls in various retail outlets, using terminal interception to carve out a 20% market share from P&G's Head & Shoulders, Pantene, Rejoice, and Vidal Sassoon, becoming the third-largest shampoo brand in major cities nationwide! Today, manufacturers increasingly focus on the retail terminal. FMCG often use promotion personnel to intercept and win over competitors' consumers, while durable goods focus more on product demonstrations and explanations. Excellent promotion personnel play a crucial role. Unilever once tested that in hypermarkets, having promotion staff for guided selling increased sales by about 30% or more compared to when no staff were present. Arranging promotion personnel at the retail level is very helpful for new product promotion, especially when product functions require professional explanation, highlighting the value of verbal communication. For impulse-purchase consumer goods (like beer), products with guided promotion staff clearly sell better than other brands. Comment: Personal selling is like carrying a "sword and dagger," playing an important role in close combat.

Weapon 4: Sweepstakes Sweepstakes can directly boost sales, whether for new or mature products. As long as the prizes are attractive, they can draw crowds, attracting potential customers who come for the "grand prize" but had not planned to buy. Sweepstakes exploit people's desire for luck and excitement, the psychology of "winning big with a small stake." By offering chances to win cash or goods, they strengthen the desire to purchase. Human nature is prone to gambling, as the "lottery fever" proves. In supermarkets, you often see crowds gathered around manufacturers' sweepstakes events. In fact, because sweepstakes rely on luck rather than knowledge or talent, more people participate. They are easier to join than contests or games. When holding a sweepstakes, prize design is crucial as it directly affects participation. Generally, dazzling product ads combined with enticing sweepstakes make consumers pay more attention to the product, stimulating new and existing consumers to try or repurchase. Therefore, when setting up a sweepstakes, you should offer a few but very attractive grand prizes. Additionally, to reduce disappointment for those who don't win the grand prize, you should also offer many small prizes. Comment: Sweepstakes are like setting a "trap" for the enemy. To lure the enemy, you use attractive bait to hook them!

Weapon 5: Price Discounts Price is very sensitive to consumers, especially for FMCG. A marketing expert once said, "There is no brand loyalty that cannot be swayed by a penny." For new products, appropriate price discounts can lower the purchase barrier and stimulate potential consumers to try the new product. We often see women buying a bunch of things they didn't really need, or even useless items, under the temptation of "big discounts." Driven by the benefits of discounts, savings, and deals, many people act impulsively, changing their original purchase plans and becoming "victims" of price tactics! "Seeking bargains" is a common consumer psychology. In fact, consumers don't really care about buying cheap; they care more about the "sense of achievement" from getting a good deal. This is similar to the feeling after bargaining and completing a transaction. Therefore, when implementing price discounts, it is crucial to clearly show the savings, giving people the feeling of "getting a bargain." For example, compare with other products of the same specification or performance (like different flavors of the same product) to create a sense of benefit. Otherwise, if consumers don't know the original value and cannot compare the savings, you might be "selling at a loss" without consumers even noticing. How can they feel a sense of achievement? Why would they buy? It should be noted that price is a "double-edged sword." Discounts must be used flexibly and wisely. Overusing discounts can greatly increase consumers' price sensitivity, and long-term reliance on discounts is tantamount to suicide! Comment: Price discounts are more like a "double-edged sword." Used well, they can kill the enemy with one strike, but if not controlled, they may harm yourself.

Weapon 6: Premiums When it comes to premiums, one cannot help but think of the exquisite small red cups from Nescafé, the various kitchen utensils from Carrefour, and the beautiful toys included with Cheetos snacks. Good premiums are indeed extremely attractive to consumers and are an excellent means to attract new customers. For example, in the launch of Kodak film, the promotion of "free camera with purchase" played a significant role. In the theory of "customer delivered value," promotional premiums are actually an extra gift and benefit to consumers. They satisfy the psychology of "getting extra value." Of course, good premiums do much more; some consumers will buy products they hadn't considered just to get the premium. When implementing premiums, it is essential that consumers perceive the value of the premium; otherwise, it loses its appeal, and "even free might not be wanted." To remind consumers of the brand's presence, the premium must be relevant to the product being sold, as with the Nescafé red cups, which work very well. Additionally, if the premium has reuse value, it can have a long-term impact on consumers. For newly launched products, developing unique and excellent premiums is great. Furthermore, co-promoting with well-known brands and using their products as premiums can enhance the perceived quality of the new product. Comment: Premium promotions are like a "pistol." The key is precision, not volume. A good marksman can hit the enemy with one shot, and a good premium can attract consumers to open their wallets!

Retail sell-through is the key to ultimately gaining market share. Of course, there are many more ways to accelerate product flow at the retail level. The "six weapons" listed above are just some of the more common ones. After launching a new product, manufacturers must comprehensively consider their own product and competitive environment to apply these tactics. I hope these six weapons help you succeed in ground combat and ultimately achieve overall victory.

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