How to promote new products? Grasp the opportunity, pay attention to the rhythm, clear the goal

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为什么你的企业年年推出新品，年年无所大作为?为什么你的新品推广总感觉力不从心呢?为什么你的新品推广容易出现虎头蛇尾，慢慢无声无息?究竟什么时候推广新产品才为恰当?究竟怎么才能把握推广新品节奏呢?究竟新产品应该如何推广? I share this article, the author through a few real cases of diagnosis, provides some suggestions.

First, the promotion of new products need to seize the opportunity

Typical phenomenon: Old products can not sell, and then promote new products.

Diagnosis: A lot of local marketing people have "hundred years of products" dream, want to turn their products into Coca-Cola, such as "Hundred Years of products", but Coca-Cola is only a can not imitate the "exception."

The concrete manifestation of this idea is to make the product "sell for a while" as much as possible. So when sales fall, their instinct is to "save old products" rather than promote them. In the promotion of promotional policies, the promotion of old product sales is "bounce", but this is often the salesman as "back to the old still children", only the old products can not be saved, salesman and dealers will be determined to promote new products. This is a very common phenomenon.

We have to "carry on the lineage" analogy: a person to want to carry on the family, must not wait until the dying time to give birth to children, must be twenty or thirty years of age and young children, in the retirement of the color grandson, so as to endless.

So is the promotion of new products. New product promotion needs the old product "drive", must in the old product also best-selling, on the timely promotion of new products. When old products go downhill, new products can and timely replace the old products, so there is no need for strong policies to "save" the old products.

A liquor-making company has made such a mistake, they put forward a wrong mode of operation: New products to go on the market to a slow half, so that old products sell for a period of time. As a result, when the old product is not sold, the new product will not move.

The unique phenomenon of liquor-making enterprises "12 to drink a brand", many because of new product promotion, "12 drink a variety" after the new product, the result became "12 Drink a brand." We believe that "12 to drink a variety" is a normal phenomenon, "12 Drink a sign" is abnormal. From normal phenomenon to abnormal phenomenon, the root is that the timing of new product promotion is not well mastered.

Case 1: A liquor-making enterprise in the peak season has arrived in the 1 February listing a new product, catch the end of the season, not much sales, followed by the Spring Festival after a half year of off-season, and no sales. Wait until the arrival of the second peak, the access because of the old and not new products have no confidence, are unwilling to distribution, a good product on this "premature".

Case 2: Another food enterprise in the early May to market a new product, catch up with the northern rural "harvest Wheat Peak Season", by the peak season product best-selling impact, the high rate of the new product, the initial stand feet. Through the influence of policy through the off-season, and soon ushered in the mid-autumn season, due to large sales, the new product completely stood the foot. Not a few months, and catch up with the Spring festival season, new products to become a best-selling product.

Diagnosis: Off-season promotion of new products can be successful, high season to promote new products can also be successful, but at the end of the season to promote new products difficult to succeed. Therefore, the promotion of new products must grasp the opportunity.

New product promotion, very important is a "push" word. There are three kinds of impact on new products: one is policy-driven, such as promotion, and the other is the promotion of people, such as strong goods; When these three kinds of driving force together, new product promotion speed will be greatly accelerated, many companies choose the peak season before the arrival of the promotion of new products is this truth.

Then, the off-season to promote new products, the season will become a "reverse thrust", how to succeed? The promotion of new products in the off-season must pay special attention to a point: must not be fully promoted, can only focus on promotion. Because the key terminal in the off-season also has a larger sales, and the ordinary terminal in the off-season old products are not sold, how will have the ability to promote new products? At the same time, because the key terminal plays the role of guiding consumption, can use the key terminals in the off-season to cultivate consumer groups. Due to the guidance of the key terminal, when the peak season arrives, the product is fully paved to the ordinary terminal can quickly move the pin.

New product promotion, confidence is the key. Any good products, as long as the sale does not move, we will certainly have knowledge of production, policy, marketing mode of doubt. Season promotion, confidence problem is easier to solve; off-season promotion, only key terminals can bring confidence, new products in the off-season can access to key terminals, which will give ordinary terminals and manufacturers confidence. Therefore, the timing of new product listing is essentially a solution to the problem of confidence.

When the new product is promoted at the end of the season, it is easy to encounter a crisis of confidence. Although the new product is easy to shop in the peak season, but stable consumer groups did not form. When the off-season arrives, the new product in the ordinary terminal sales drop sharply, even exits the terminal, will let the entire market form the pessimistic atmosphere. When the next peak season arrives, dealers and terminals are unwilling to sell the products that have gone downhill.

Second, new product promotion should pay attention to rhythm

Typical phenomenon: New product promotion Rhythm improper

Case: A county liquor distributor due to the distribution of two leading varieties of aging, to persuade manufacturers to provide an upgrade of new products. New products in May after the arrival of the dealer in the operating mode of the couple conflict: The husband's plan is to shop only the core terminals, until the end of August and then fully spread. Wife thinks, now someone door-to-door delivery, not sell white not sell, sell a bottle count a bottle, advocate full spread.

Diagnosis: Impatient to eat hot tofu. The same is true for new product promotion.

The Distributor to promote the old brand of new varieties, in the off-season full shop may also be successful, but the low season pu PO rate, the new product aging speed may be faster. Therefore, we strongly support the "rhythm" of the new product promotion model proposed by her husband.

A new product listing must be based on product price positioning of the terminal level of selective cooperation. Whether the hotel terminal or the circulation terminal, there are pioneering terminals and follow-type terminals, pioneering terminal sales of large resources, a higher rate of increase, is willing to push new products, can achieve terminal direct supply, and follow-type terminals are small terminals, not willing to take risks, fear of product unsalable, lower rate of increase, more willing to old products.

According to her husband's plan, the off-season only shop core outlets, due to profitability, will be highly recommended, thus playing a role in guiding consumption. At the end of August, before the arrival of liquor season, full spread. As a result of early guidance, coupled with falling prices, sales will rise sharply.

From the above case, we come to a conclusion: the old product is because the loyal consumers are willing to "buy" and selling, new products must be willing to "sell" can be sold.

Therefore, the key to the promotion of new products is to create the terminal is willing to "sell" reasons. The reason the terminal is willing to "laboriously" push the new product is simple: higher profits. Unless there is a strong market pull, new products will only give access and terminals to create higher profits, it is possible to sell.

In the new product promotion, should carefully analyze the terminal, those who can "guide" consumption, but also in the initial "grasp" the price of the terminal to find out. In the promotion of new products, grasp the pace of promotion, can not only pursue the delivery rate, but also the pursuit of "recommendation rate."

At present, many enterprises have committed the "shop rate of worship disease", the shop rate as the most important assessment indicators. The results are as follows: The goods are paved everywhere, that is, not moving pins.

Grasp the pace of new product promotion, is to be in the initial "recommendation rate" in the priority position, first to those who are willing to "recommend" the new product of the enterprise shop, such a shop is the quality of the shop rate.

The recommendation of the terminal must be based on the profit base, therefore, grasp the new product promotion rhythm, the essence is to grasp the rhythm of price changes.

Typical phenomenon: New product promotion existence "gambling phenomenon", hope to concentrate all policy, strength, succeed in a swoop.

Diagnostics: Companies may be able to focus on all policies, personnel, in a very short period of time to put the goods down, after all, these belong to the enterprise can "control" category, but it is difficult in the short term to let target consumers accept products, because this is the enterprise can only exert "impact" and can not "control" category.

Because of the gambling phenomenon in the process of new product promotion, the problem of "excessive promotion" of new products is often appeared. We often see some enterprises "regardless of price", "crazy" to promote the phenomenon of new products, this promotion can only let the competition products "panic", the real success is not much. Because consumers accept new products is a slow process, the extension of the new product is usually just let more goods pressure on the access, usually the dealer "hang Up".

We used to have a metaphor, the promotion of new products like pushing the wall, when using a wooden bar to push the wall, do not send hope to use the strength of the breast down. The experienced person usually pushes the first, then returns, so four or five times, can easily pull down the wall.

So is the promotion of new products. To promote the policy as an example, we must not release the promotion policy once, otherwise, the access will be a one-time digest. We advocate that promotional policies should be released at least in 3 batches, each releasing a policy to push forward the new product.

To promote new products must remember: The greatest strength is not explosive, but endurance.

Third, the policy design is a science

Typical phenomena: Incorrect expectations of new products

Case: Sales of a dealer from the peak of 50 million yuan/year decline to 20 million yuan/year. The conclusion of the diagnosis is product aging, to push new products. But what bothers the dealer is that he has spent a great deal of time promoting many new products, but it is always unsuccessful. He concludes that the market does not recognise new products.

Diagnosis: We go to this dealer Magic place inspection, first denied the dealer proposed "this market does not recognize the new product" conclusion, because this is an immigrant city, the consumption is more avantgarde, new product acceptance speed is relatively fast.

After a detailed investigation, we found that the distributor of new products wrong expectations is the main reason for the failure of repeated promotion. The dealer's view is that the new product should naturally be "better quality, more beautiful packaging, a lower price, a bigger promotion". In fact, this is a seemingly reasonable but very impractical idea.

Distributor's biggest mistake is "lower price", at the same time, quality, price, promotion put forward higher requirements. The mistake the dealer made was also a public cognitive error: the cheaper the new product, the better sell.

Do consumers want to buy cheap products? No, consumers just want to buy "take advantage" of the product. When the consumer proposed can be a little cheaper, you can put the "transaction price" down, because it can let the consumer test "take advantage", but do not put the "tag price" down, because that will make the product "worthless."

The price of new products is not for sale, but for the product "positioning", the new product value is not worth money, largely by price. When the quality of new products marked low price, even if the quality of products, in the hearts of consumers have been worthless.

Because of this, new product pricing usually follows the "go low" principle. "Up" is to the new product positioning, "Low walk" is to let consumers "take advantage".

Only a higher price, a better policy. When the price of new products "go low", it will create more policies for the market, giving the new product a greater thrust.

Our market observation concludes that the lowest-priced goods in the market are usually the worst sellers before the industry is concentrated. Very few brands can open the market at the lowest price. Of course, it is a different story to play the price war like the name of the grand.

Four, the goal is clear to be successful

"Typical phenomenon" the purpose of the new product promotion is not clear, wrong success when failure

Diagnosis: What does success mean?

What is the target of the new product listing? This is also used to ask, expand sales chant!

Yes, salesman and dealer seem to have only one goal, that is to constantly expand sales, hate. Not each new product can be on the quantity, become the leading product.

Such simple thinking may create a problem: the failure to promote a successful new product.

In a shortage of economic times, the company's goal is indeed relatively single, can increase the profit by expanding sales, it is called "economies of scale" era. The surplus economy has forced some industries to enter the "scale economy" era, the greater the product sales, the lower the profit, because it is a competitor "target", when all competing products have targeted policies, the leading products will gradually enter the "no profit zone."

Now, if you want to make a product can produce both sales, and can generate profits, but also to withstand the attack of the competition, it will be caught in the "fish and bear paw can not be both" dilemma.

In this case, the goal of new product promotion has changed.

Some new product promotion is to resist the attack of competitors new products, because with the old products and rivals of new products competition, "success is also a failure", and with new products and competitors, failure is also successful. Therefore, when the new product successfully suppresses the competition, the exit market is also successful.

When a new product is used as part of a "Low-volume product group" to generate profits, "increased sales may mean failure". At this point, the profit maximization is its goal, the sales maximization no longer as the basic goal.

The market environment has changed, in the promotion of new products, it is best to understand what your goal is, otherwise, the wrong success when inferior failure, it can be a big injustice.