---
title: "Terminal Marketing Strategy: Practical Operations"
description: "Terminal promotion typically involves placing promotional staff in key stores to guide and recommend products. These locations include warehouse-style hypermarkets, large department stores, medium-sized supermarkets and malls in major commercial areas, and large pharmacies in major commercial areas. To better help consumers understand products and ultimately make purchases, it is best to set up promotional guides at terminals, which helps spread brand awareness, expand product efficacy publicity, increase terminal sales, strengthen ties with terminal personnel, and prevent counterfeit products from entering and competitors' 'chokehold' tactics."
author: "张继明"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2015-05-17"
language: "en"
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---

# Terminal Marketing Strategy: Practical Operations

> Terminal promotion typically involves placing promotional staff in key stores to guide and recommend products. These locations include warehouse-style hypermarkets, large department stores, medium-sized supermarkets and malls in major commercial areas, and large pharmacies in major commercial areas. To better help consumers understand products and ultimately make purchases, it is best to set up promotional guides at terminals, which helps spread brand awareness, expand product efficacy publicity, increase terminal sales, strengthen ties with terminal personnel, and prevent counterfeit products from entering and competitors' 'chokehold' tactics.

Terminal promotion typically refers to a promotional method that sets up promotional staff and key salesperson recommendations in certain key stores. These locations include: warehouse-style hypermarkets, large department stores, medium-sized supermarkets and malls in major commercial areas, and large pharmacies in major commercial areas.
To better help consumers understand the product and ultimately make a purchase, it is best to set up promotional guides at the terminal. This helps spread the product brand, expand the promotion of product efficacy, increase product sales at the terminal, strengthen ties with various terminal personnel, and prevent counterfeit products from entering the market and competitors' "chokehold" tactics.
Five Key Points of Terminal Promotion
1. Establish a terminal promotion management system.
Terminal promotion work is directly managed by the heads of each sales organization, with the grassroots terminal promotion supervisor responsible for specific tasks. Their main duties include:
- Responsible for formulating specific implementation rules for each region based on the marketing department's directives and local conditions;
- Responsible for selecting terminal promotion points and formulating promotion plans;
- Responsible for recruiting and training promotional guides;
- Supervising and assessing promotion points, and compiling sales statistics;
- Responsible for organizing weekly work summary training meetings, and summarizing and reporting various materials;
- Responsible for organizing monthly work summary training meetings, and summarizing and reporting various materials;
- Responsible for verifying promoters' sales, compiling attendance statistics, providing raw data for wages, bonuses, and commissions, evaluating promoters' work, and proposing reward and punishment plans;
- Responsible for submitting weekly sales reports and meeting minutes;
- Regularly and promptly reporting the "Promoter Work Schedule" or change reports.
2. Recruitment and training of promoters.
Recruited promoters must fill out a promoter application form. Promoters should preferably be female, aged 20-50, with 30-40 being optimal. They should be outgoing, have a pleasant and trustworthy appearance and speech, be healthy, and have a good complexion. Experience in food and health product promotion is preferred. Education level need not be too high; junior high school or above is sufficient, though medical experience is ideal.
To recruit good promoters, regularly visit health product terminals. If you find an excellent promoter and after communication deem them qualified, you can recruit them away.
Training for promoters can be conducted cyclically: company introduction, product knowledge lectures—product knowledge, sales technique Q&A—problem discussion, then lectures—Q&A—discussion—drills—exams. Only those who pass the assessment can start work. Otherwise, they must retake the exam until they pass. Training time is arranged for half a week or a week.
Additionally, hold regular weekly meetings to allow promoters to exchange experiences, learn from each other, and complement each other's strengths. Monthly summaries should also be conducted, along with a new round of exams and training to improve professional skills. For newly recruited promoters, it is essential to provide guidance, help, and support to help them grow quickly. Every terminal promotional guide must pass an assessment before starting work.
Promoter training content is mainly divided into product knowledge and skills.
Product knowledge training: Focus on the "product manual," supplemented with relevant medical and nutritional knowledge, clarify the product's primary and secondary efficacy, understand the advantages and disadvantages of major competing products in the local market, and understand why consumers choose your brand or others. Product knowledge will become the main content of future exams.
Promotion skills training: Includes how to attract consumer attention, how to reach consensus with consumers and promote the product, how to close sales, and how to interact with people. In monthly work summary meetings, promotion skills should be the main content for intensive training.
3. Attendance and timekeeping for promoters.
Attendance: Each marketing organization can arrange schedules based on local work and rest habits and the specific conditions of each mall, supermarket, or pharmacy. Try to schedule attendance during peak traffic hours, with weekend attendance no less than 10 hours per day, and total attendance no less than 45 hours per week. Rest and meeting times are arranged on Monday or Tuesday. Generally, one promoter per promotion point is sufficient; in special cases, two people can be arranged to work shifts as required by the mall, supermarket, or pharmacy.
Timekeeping: Promoters must sign in and out on the daily report form each day, with the counter group leader or supermarket supervisor signing for approval. The promotion supervisor should inspect daily and also sign in themselves. During inspections, the promotion supervisor should check according to the "Terminal Assessment Methods and Standards."
4. Daily management of promoters.
Daily report system: Promoters must fill out a daily report every day, submit it to the supervisor weekly, and call the supervisor after work each day to report daily sales and emergencies. The promotion supervisor should carefully fill out the "Terminal Promotion Monthly Report" based on phone calls and report it to the higher-level marketing department after weekly and monthly work summary meetings.
The "Terminal Promotion Daily Report" is an important basis for terminal attendance. Promoters must fill it out carefully every day and submit it weekly to the marketing organization for filing. At the same time, promoters must establish consumer profile cards, recording the user's name, gender, age, contact phone number, purchase quantity, purpose of use, etc. Grassroots marketing organizations should conduct regular phone interviews. For new consumers, a phone interview should be conducted after 3 days; for regular consumers, once a month. Establish long-term consumer files for tracking and follow-up interviews.
Weekly meeting system: Every Tuesday from 8:30 AM to 12:00 PM is the weekly meeting time, chaired by the promotion supervisor. After the meeting, the promotion supervisor should promptly report the weekly sales statistics and meeting minutes to the higher-level marketing department.
Weekly meeting content mainly includes: collecting and filing daily reports, compiling weekly sales and summarizing; conducting weekly work summaries and exchanging experiences; adjusting training content and clarifying the next phase's exam content.
Regular monthly summaries and commendation meetings: The work summary and commendation meeting can be scheduled for the first Tuesday of the following month. Main agenda: last week's work meeting, last month's work summary, evaluation and commendation, distribution of wages and bonuses, and training exams. For those with poor sales rankings or failed exams, their wages may be reduced by a certain percentage or bonuses deducted per occurrence, and their continued employment determined based on performance. Those ranked last in sales for three consecutive times should be dismissed.
After the meeting, the promotion supervisor should report the promoter work schedule, monthly attendance sheet, wage distribution form (with personal signatures), monthly sales statistics, monthly work summary report, and related materials to the marketing department.
5. Motivate promoters to achieve goals.
Motivation can be achieved by adjusting compensation. Divide compensation into five parts: basic salary, allowance, bonus, commission, and fines. Distribute rewards according to the policy of "more work, more pay" to increase promoters' enthusiasm and strive to achieve sales targets.
Basic salary and allowance are determined by each marketing organization based on local conditions.
Bonus: Determine the basic sales volume based on the terminal's monthly sales before promotion, which can be increased by 10%-20%, but note the difference between peak and off-peak seasons (during holidays, the basic volume should be about 3 times the normal). However, the basic sales volume for each promotion point should have a baseline, calculated based on actual local sales. Compare the point's sales with the basic volume. Each month, select the top few promoters with the highest contribution and give them material rewards, with the number of awards at 10% of the total. Additionally, select 1-3 outstanding employees for appropriate material rewards.
Commission: Generally extracted from the portion exceeding the basic volume.
Fines: Mainly for those who fail to complete the basic volume; basic salary can be paid according to task completion rate. For violations such as lateness, early departure, leaving post for more than 20 minutes, improper attire, inappropriate language, or failure to report sales promptly, deduct bonuses proportionally. The more serious the violation, the more deducted, such as absenteeism, conflict with customers, punishment by the store, punishment by administrative agencies like industry and commerce, or false sales reporting.
Seven Key Links to Win at the Terminal
The terminal is the place where products are sold, the link connecting products and consumers, and the last and most important link in the product distribution process. In today's fiercely competitive market, whoever controls the terminal holds the initiative in the market!
Health product sales terminals mainly include pharmacies, shopping malls (stores), supermarkets (hypermarkets), etc. According to statistics, 70% of customers who buy health products at terminals specify a brand, while the remaining 30% have no clear purchase intention. These consumers mainly rely on product packaging, POP and other terminal promotional materials, and salesperson guidance to make purchases. Among consumers who specify a brand, about 25% may change their minds and switch to the recommended brand after strong recommendations from salespeople. This is a fairly high percentage. It is clear that terminal work is the top priority among basic tasks.
Seize the Terminal
The terminal is the product's exit and a source of market feedback. Through the terminal, we can learn consumers' opinions and suggestions about our products, learn from salespeople what improvements or efforts are needed in promotion, and what can be learned from competing products. We can also collect typical cases, which greatly helps further market work.
The terminal combines sales and publicity. Terminal promotional materials are "silent salespeople" and a major tool for product promotion and a powerful competitive weapon. Good packaging and display can attract consumers' and users' attention and interest, thereby stimulating their purchase desire. Salespeople's promotion and recommendation of products are also quite persuasive and can guide consumers to make purchases. Because the terminal directly faces consumers, terminal publicity and product packaging display can gain consumer recognition, thereby building and establishing a corporate image directly in front of consumers.
We can establish a stable terminal network, orderly promote the market, boost sales, improve service, and thus achieve stable prices, resist cross-regional dumping, and combat counterfeits.
During the off-season for health products, paying attention to the terminal market, improving distribution and channel construction, optimizing packaging and publicity, and strengthening emotional ties with salespeople can relatively reduce high-altitude advertising investment or reduce advertising loss, directly promoting sales. This is of great significance. Seizing the terminal means seizing the commanding heights of health product distribution. As market competition intensifies, the battle for terminals will become increasingly fierce.
Classify Terminals: Terminals can be classified into A, B, and C categories based on sales volume, scale, customer traffic, location, and nature. A-class terminals refer to those with large storefronts, a wide variety of products, located in commercial centers or along main roads, with high customer traffic and sales above the local average. These are generally state-owned pharmacies, shopping malls and supermarkets, time-honored pharmacies, large department stores, hypermarkets, and large/medium supermarkets (chain supermarkets). B-class terminals fall between A and C. C-class terminals have smaller storefronts, generally less than 20 square meters, with fewer product categories, mainly located in residential areas, suburbs, factory areas, and along secondary roads, with low customer traffic and sales below the local average. These are typically small private pharmacies, individual clinics, shops, and convenience stores.
When distributing products, in principle, A-class terminals should account for no less than 20% of the total terminals in the local area, and B-class terminals no less than 50%.
When visiting terminals, ensure that A and B-class terminals are visited every 2 days, C-class terminals every 4 days, and hypermarkets, malls, and pharmacies must be visited daily.
Basic Terminal Work: Terminal work can be divided into soft and hard parts based on nature. Soft terminal work is to make salespeople comprehensively, correctly, and actively recommend company products; hard terminal work refers to product display, POP setup, stack display, and promotion. Basic terminal work includes drawing terminal distribution maps, formulating terminal visit route maps, and establishing terminal files.
1. Draw a terminal distribution map. Based on the local city map, enlarge the area under jurisdiction onto a 4-open white paper. The terminal distribution map should mark terminal points (with or without stock), road names, banks, parks, residential areas, vegetable markets, elderly activity centers, hospitals, rest homes, and sanatoriums. Terminals are marked with circles, and the corresponding terminal code is filled in the circle: A-class terminals in red, B-class in blue, C-class in green, and no-stock terminals in black. Below (or at the upper left/right) of the terminal distribution map, list the specific terminal names (with A, B, C categories) corresponding to the codes. Terminal codes are numbered from west to east and north to south.
2. Formulate a terminal visit route map. Based on the terminal distribution map, connect the terminal points in the best shortcut way and draw it on a 16-open white paper.
3. Establish terminal files. Terminal file contents include: terminal name, terminal category (A, B, C), terminal address, terminal nature (state-owned, collective, or private), affiliated unit, business area (only for pharmacies and clinics), person in charge (or counter group leader) name and contact phone, salesperson name, gender, birthday, and shift, purchase channel and purchase price, product display (counter, shelf, special counter, special shelf, stack), retail price, similar products, and whether POP and publicity can be set up.
Train the Terminal: Through training, enable salespeople to understand the product's basic knowledge and usage methods more comprehensively and accurately, and enhance their understanding of the product's good efficacy.
Training content includes news materials or stories about the product, product efficacy and principles, usage methods and cycles, suitable populations and dosages, handling consumer complaints, authenticity identification, answering consumer questions, and several examples.
Training forms include written, discussion, and oral training. Written training should pay attention to methods, preferably combined with small gift giving. Discussion training sites should be warm and comfortable, with gifts, and can include lucky draws and dinners. For oral training, do not appear as a teacher, as this easily causes resentment; instead, use a "student teaches teacher" approach.
Public Relations at the Terminal
Targets for terminal PR include managers, salespeople, counter group leaders (directors), purchasing personnel, terminal heads, or shopping guides in supermarkets. Market personnel should conduct daily and regular visits to terminals to build relationships, deepen understanding, and do routine PR work.
1. Terminal visit etiquette. When visiting terminals, pay attention to etiquette, speak at the right time and measure, and never disturb salespeople when they are busy. Remember: don't just greet one person; greet everyone in the store. Know that it's not just one person who helps sell your product. When communicating with terminal salespeople, be sweet-tongued and, if possible, tell an appropriate joke or humorous remark.
Before visiting terminals, don't forget to tidy up your appearance. A good appearance and image will win favor from others (especially young women).
When you are in high spirits to visit a terminal and encounter a busy salesperson, do you choose to leave? Go over immediately? Or continue waiting? If you choose to leave, it shows you lack sincerity; going over immediately will disturb their work; your best choice is to wait. But waiting must be skillful; you must let them know you are waiting for them, moving them with sincerity.
2. Polite language for terminal visits. When entering the store, smile and greet everyone: "Hello!" When inquiring, use "May I ask" frequently; when leaving, thank everyone. If visiting a privately owned terminal, don't forget to say "Wish you prosperity!" before leaving.
3. Gift giving. On holidays or irregularly, give small gifts to terminals. Gifts should be convenient, practical, and novel; don't always give the same gift. On a salesperson's birthday, send a card and greetings in your personal name. "Better to miss a household than a person." It's best to give gifts to the person directly; be sure not to miss anyone.
4. Handle relationships with salespeople. When visiting salespeople, you often encounter the following problems: the awkwardness of the first visit, or a salesperson who is irritable and ignores you. How to gain the initiative at the terminal, what to chat about with salespeople, or how to appropriately and artistically insert product principle knowledge are also important considerations. In fact, at this point, you should proactively transform the business relationship into a friendship.
If you only know they are a salesperson, and they only know you as a "product," that is failed PR. You need to know their name and let them know yours; that is the first step to successful PR. You should understand their interests and hobbies, then cater to them, so your PR will succeed. You should also learn about their and their family's birthdays and recent situations.
Remember the three-character mantra for making "good friends": be weak, seek sympathy; rather be foolish than pretend to be smart; say good things that are pleasant to hear; listen carefully to others' words; give gifts with care; give more, take less.
Package the Terminal
First is product display. The product shelf display height should be above 1.2 meters, with a thickness of at least 1 meter. The position should be eye-catching, expand the display area as much as possible, and strive for dedicated shelf display. Counter display should be on the upper or middle outer layer of the counter, in a prominent position, expand the display area, and strive for a dedicated counter. If there is a glass window, display the product (preferably gift boxed) inside, and strive to display the product on the counter surface. Avoid displaying side by side with counterfeit products or sexual health products. Also avoid displaying damaged or old packaging on counters or shelves.
Second is storefront publicity. Place product mock boxes or spokesperson image pictures at the entrance of A and B-class terminals. If budget allows, C-class can also place them. Floor signs should be placed at the store entrance, facing the street, and avoid mixing with other floor signs. If placed inside the store, put them in a prominent position, preferably with a "Science Lecture" floor sign. Banners should be hung above the store entrance; if hung inside, the best positions are above the wall facing the entrance, above the main shelves, and above the elevator. Light boxes should be placed in the best position in the store, preferably not mixed with other light boxes; otherwise, use color to highlight. Wall signs (Wan Tong board) should be posted on interior walls, avoid mixing with other promotional materials, be prominent, and not blocked. They can also be placed or posted on objects in the store, such as exterior walls or glass windows. Table signs should be placed on counters facing the entrance or near product displays, or on lower objects in the store, prominent and not blocked. Large packaging boxes should be placed on top of store shelves or hung from the ceiling. A and B-class terminals require 4 or more, C-class 2 or more, and hypermarkets and large malls/supermarkets should have as many as possible. Small packaging boxes should be placed on top of shelves or hung from the ceiling, or placed on objects in the store, as many as possible. POP should be posted in the most visible places on both sides of the entrance, on interior walls, pillars, cash registers, or other objects, such as supermarket shelf rails or the edges of customer storage lockers. Small posters should preferably be in groups of 4 or more, arranged in a "田" shape or horizontal/vertical "一" shape; 3 should be arranged in a "品" shape. Small posters can be strung into flags and hung, avoiding mixing with other same-color promotional materials (clinics should preferably post one science lecture). Additionally, place books and materials on counters, entrance surfaces, or cash registers. Push-pull stickers should be posted on doors, at the handle end, aligned, not crooked, and at a moderate height. Where there is a "push," there must be a "pull," and every door must be posted to ensure a scenic line.
Maintain the Terminal
First, daily maintenance. During daily terminal visits, maintain products and POP.
Second, key maintenance. For "problem terminals" easily damaged by competitors, implement daily maintenance. Since weekend terminal traffic is high, conduct targeted maintenance on A-class terminals on Fridays.
Third, product maintenance. If the number of products displayed decreases or there is still space on both sides, ask the salesperson or counter group leader to increase it; if the display position changes and is not good, request adjustment; if the packaging is damaged, request replacement; in supermarkets and open terminals, personally tidy the goods, dust them, arrange the products as required, and find ways to expand the display area, reducing the number of other products on both sides and the gaps. When tidying, avoid the sight of salespeople (or other product guides) to avoid interference. If out-of-stock or incomplete specifications are found, require the terminal to replenish promptly and record and report it.
Fourth, floor sign maintenance. If the floor sign is blocked or in a bad position, adjust it to an ideal position. If it happens frequently, list it as a "problem terminal." If posters are discolored or damaged, update them. If the stand is damaged, repair it. If the floor sign is often not displayed, list it as a "problem terminal" and place it personally every morning.
Fifth, banner maintenance. If the banner falls off or is uneven, tidy and reinforce it; if damaged or lost, replace it after understanding the situation.
Sixth, table sign and mock box maintenance. If table signs or mock boxes are tipped over, adjust them. If damaged or deformed, repair or update; if blocked or in a bad position, adjust; if lost, replace after understanding the situation.
Seventh, wall signs, posters, stickers, and push-pull maintenance. If covered, reapply, but try to avoid vicious competition with other manufacturers. If frequently covered, list as a "problem terminal." If damaged or peeling, update or reinforce.
Eighth, special counters, shelves, and stack maintenance. Ensure the integrity of special counters, shelves, and stacks; replenish products and promotional materials promptly when insufficient. If stacks are damaged, tidy and repair them.
Terminal work is a complex systematic project that requires much enthusiasm and sweat from market personnel to bear fruit. As a business owner or marketing manager, don't think that putting products in the terminal is the end of the matter. Know that this is only the first step of a long march, only obtaining a market entry ticket. To perform brilliantly, it depends on how operators and marketing personnel embody market awareness, competitive awareness, and crisis awareness and whether they can become the driving force for sales.
When we all shout "Long live the terminal," as the product owner, you might ask yourself: Have we done thorough terminal work for our products?
Smart Product Arrangement at the Terminal
Successful product arrangement is a terminal behavior that stimulates consumer demand, promotes purchase, and thereby increases retail sales. It is a form of invisible sales. Some have calculated that occupying a golden position can effectively increase sales by 50%; occupying favorable counter space can effectively increase sales by 20%; posting a large number of POP can create a "market-making" effect and effectively increase sales by 25%. This shows the influence of terminal product arrangement on promotion.
Terminal product arrangement mainly refers to the arrangement work at terminal retail points and promotional displays.
Terminal Retail Point Display: Terminal retail point display means concentrating company products on counters and shelves. The display style, including product placement, price tags, product trays, leaflets, and distribution forms, should ideally be basically unified nationwide or region-wide.
Product placement: It should reflect the beauty and artistry of product display. The display structure should highlight the overall beauty based on the different packaging characteristics of the products. The arrangement should be neat and beautiful, and products should be placed according to the climate characteristics of different regions. Under normal circumstances, clean the product packaging 3-4 times a week to maintain its excellent image and give consumers a natural and harmonious feeling. Try to place new products in the back and original products in the front.
Price tags: Use price tags allowed by the local price bureau, and prices must be unified nationwide. The handwriting on price tags should be clear, free of dirt, and numbers should be clear, regular, and correct; prohibit numerical fraud. Price tags should be placed in a visible place, with the back close to the product and the front facing consumers for easy identification.
Product trays: Place the products to be displayed on trays to reflect a three-dimensional sense, making it easy for consumers to view the product clearly, comprehensively, and three-dimensionally.
Leaflets and tabloids: Content should be limited to effective case promotions and product function introductions, different from POP. They should be placed neatly in leaflet compartments or on counters.
Distribution: Sales staff, promoters, and service experts should be polite and measured, distributing leaflets at appropriate times and to appropriate people. Before distribution, it is best to obtain approval from local government authorities to avoid trouble.
Promotional Display: Promotional display refers to temporary product promotion or product displays for holiday free clinics or special sales activities. The display area should be in a prominent location with dense foot traffic, well-stocked, and use a large amount of POP to create an atmosphere and build the market.
The 10 standards for product placement are location, space utilization, position, POP, sample surface, price marking, horizontal concentration, packaging facing, vertical blocks, and rotation cleaning.
Location: Occupy golden positions, main display areas, high-traffic areas, and related product areas. If products occupy these positions, sales can increase by 50%.
Position: On counters and shelves of related products, place your product at the forefront of the shopping path or in front of similar products.
Sample surface: Occupying fair counter space will help increase sales by 20%. The sample surface should achieve harmony and unity of horizontal concentration, vertical blocks, and space utilization.
This is conducive to a neat image, creates advertising brand effects, makes it easy to detect out-of-stock, and is not easily encroached upon by other products. Among these, volume display can stimulate purchase, and unified display implies stable quality and credibility.
Use POP: POP is a form of expression of the product brand's theme image. At the promotion site, it can create a promotional environment and let consumers feel the company's brand image (commonly known as "market-making"). POP combined with on-site promotional activities forms a sales market (commonly known as "scene-making").
POP includes hanging flags (hang as visibly as possible within the sales outlet's permission, with a sense of movement), posters (posted where consumers can easily see), signs (display the company logo in positions that reflect the company image or are prominent), gifts (to express gratitude to consumers or induce purchases), door stickers (for inside and outside glass doors), and table cards (for product logo and price display).
POP is mainly arranged in the following places:
1. Specialty stores where your product is placed in an inconspicuous position;
2. Stores that have your POP but it is outdated or have no POP;
3. Stores with empty walls available for posting POP.
Mass posting and use of POP can create a market-making effect and increase sales by 25%.
Terminal product arrangement management for health products is essentially effective maintenance of terminal products, with the purpose of displaying a good brand image, enhancing the marketing atmosphere, and ultimately promoting product sales through product marketing scenes. Terminal product arrangement management is one aspect of terminal management, requiring regular, proactive, and standardized compliance with product display standards, coordinated with other terminal management forms to jointly build an optimal image display area.
Terminal Momentum for Breakthroughs
Today's health products are mostly sold in shopping malls, hypermarkets, chain supermarkets, or specialty stores, which are also battlegrounds for international brands. The dazzling array of terminal displays indicates the intensity of terminal competition. From Slek's terminal image packaging, Vichy's pharmacy terminal positioning strategy, to P&G's store-in-store launch, it can be seen that terminals are becoming increasingly critical.
In order to fight for display positions and seize the commanding heights of terminals, marketing costs have risen sharply, while promotional effects have been greatly reduced. For new products, they may be outnumbered and lost in the sea of brands, making competition risks too high and marketing costs unbearable. How to seek breakthroughs in terminal marketing, most effectively integrate resources, and maximize promotional effects is a challenge facing health product marketers.
The author believes that terminal marketing should be strategic; it is not enough to just place products. It is essential to effectively activate sales. The key points are as follows:
Display PI Image: PI refers to the overall visual image of the product, including color, personality style, etc., representing the core brand image. For example, Kecai's terminals are uniformly blue and white, from display counters and shelf displays to promotional leaflets, roll-up banners, promotional items, and the uniforms of Kecai ladies, ensuring the integrity and unity of the image.
Many brands under P&G, such as Rejoice, Pantene, and Ranyan, pay great attention to brand PI image display. The same Rejoice can launch 4 different personalities and color styles, but the overall picture remains unified. Similarly, Vichy's pharmacy counters greatly showcase brand personality, which is beneficial for establishing its professional skincare concept.
Strong Visual Impact: Strong visual impact can quickly capture the audience's attention, making the brand stand out and become the most eye-catching product, thereby attracting attention, deepening impressions, and even prompting purchase impulses. The stronger the visual impact, the more opportunities for brand promotion.
Slek's red terminal has extremely strong visual impact; the entire brand vision is like a sea of red. Whether it's packaging, posters, outdoor billboards, light box films, or stack display styles, they are all standardized red tones, highlighting brand personality, greatly promoting brand image and sales, and making it a dark horse in the washing and chemical industry.
Strengthen Training Management: Emphasize training on etiquette, sales skills for salespeople and promoters, and strengthen the terminal promotion management system, promoter management and incentive systems, which can quickly improve performance.
Training for promoters can be conducted in the order of company introduction, product lectures—product knowledge, sales technique Q&A—problem discussion, then lectures—Q&A—discussion—drills—exams. Only those who pass the assessment can start work. Regularly organize meetings to exchange experiences, learn from each other, and complement each other's strengths. Also regularly summarize work and conduct new rounds of training and exams to improve professional skills.
Setting up promotional guides at terminals is conducive to spreading the brand, expanding efficacy publicity, promoting terminal sales, strengthening ties with terminal personnel, and can most effectively intercept consumers at the terminal, making your product advertising effectively achieve sales and instantly nullifying competitors' advertising effects.
Create a Hot Sales Scene: Creating momentum is the core of terminal marketing. Through momentum, you can arouse the curiosity of target consumers, grasp their herd mentality, and be infected by the on-site atmosphere, thereby generating purchase impulses. In this regard, Kecai eye mask has set an example for cosmetics. Kecai's image counters in Shanghai are always set up in or near bustling shopping malls, pharmacies, supermarkets, with at least one Kecai lady guiding and promoting. At the subway exit in Xujiahui Grand Gateway, the first-floor mall center, or the entrance to the underground supermarket, you can often see Kecai's image display event venues, giving an overall high-quality image, which has an excellent reminder effect on women shopping. From the orderly placement of its on-site promotional materials, counters, roll-up banners, leaflets, and advertising packaging boxes, consumers can feel the atmosphere of Kecai's hot sales.
There are many details in terminal marketing. The author offers these thoughts to spark discussion, hoping more industry colleagues can provide more valuable ideas to make terminal marketing more powerful and effective.
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