New Product Listing: New Product Promotion Strategy

The basic ideas of the promotion and promotion channel strategy are mainly: advertising and product soft paper, street sign advertising, designer channel promotion, store promotion and network promotion.

The first step is to find the point of interest for determining the product to bring to the consumer (it is the core of the whole promotion, everything is done around it, so the positioning must be accurate), and then concentrate the 5 channels of communication on this point, through the light-gathering effect, and repeatedly deepen the memory. Such methods create a concept and product that the audience is willing to accept in order to purchase products.

● Promote the core of communication (ie product core and consumer interest points)

● Assist the dissemination of the core (This is the point of dissemination of the core, not only will not snatch the bright color of the dissemination of the core, but also play a role in further maintaining the lighting)

● Specific promotion methods 1. Media:

For the launch of new products (specific circumstances can be properly adjusted according to the company's media resources), as a new product to market, non-corporate image promotion, consider the publicity investment and return, the previous period should not choose the mass media, (advertising fee).

The media's publicity is defined as "pan-propagation." Its main role is to use the credibility of the media to create a consumer-oriented and product image, and to promote products to the industry, society, and potential consumers.

a) One-month advertising (1/3 release) on XXX, respectively distributing two publicity soft papers

× × (brand) launched × × new products (from product characteristics and selling points).

As long as the soft paper is in place, it will be used as a press release by the relevant media, and it will cause many networks to be reproduced.

b) Two consecutive advertisements in the "XX" designer magazine2. Road sign publicity (reserve the street signs and city street advertising resources that are common to the company and distributors, the new planning publicity content, and push the newly-listed products).

The road sign propaganda is positioned as “pan-propagation”. Its role is to use its long-term and fixed-time nature to repeat propaganda to specific groups, increase its memory, and enhance the intensity of product distribution.

3. Key urban designers channel promotion Key urban designers channel promotion is defined as “precise dissemination”. Its role is: through the “brand XX urban designer salon and XX new product launch press conference” methods to improve brand and product The popularity in the designer group enhances the emotional communication between the company and the designer, and faces the promotion of new products for designers.

Method: Key city dealers send invitations to famous designers in their cities. The company invites designers’ association leaders or big designers to participate in activities to increase the enthusiasm of designers to participate in the activities. The basic flow of activities: The company’s senior management briefs the designers on the company’s activities. Strength and brand positioning, etc. + Product R & D engineers introduce product features and application range + interactive communication.

4. Store promotion: create a good store atmosphere.

The store promotion is defined as “precise communication”. Its role is to create a good store atmosphere through the display of store products and the display of promotional items, and to introduce products to target consumers through intensive visual propaganda.

Method: New products and promotional materials are delivered to the terminal store at the same time. Each store has two to four new product launch racks (all of which are available at the rack store, the company produces inkjets). According to the size of the store, a certain number of POPs are hung.

Place a number of new product albums.

5. The network promotion and promotion network is defined as “pan-propagation”. Its main role is to use the characteristics of widespread, popular, and rapid dissemination of the Internet to transfer relevant information of new products to the websites visited by potential consumers. A consumer guide.

Means: The new product-related information (such as photos, soft article introduction, promotion slogan, etc.) is published in a number of home improvement, designer and other forums.