Talking about the Application of Promotion Supervision in Promotional Actual Combat

In recent years, promotion supervision has become more and more common in the promotion of various industries. However, how does promotion supervision come about, how do we define it, what does it do, and how does it work? There are few such articles, and Li Jianjin is inviting to share with others.

First, generate background According to relevant market surveys, it is shown that only 30% of consumers plan to buy what kind of brand products before they reach the terminal, while 70% of consumers decide which brand products to buy and the quantity purchased in the sales terminal. And, among consumers who already have a purchase plan, another 13.4% will change the original purchase plan due to a change in some factors. Based on this factor, many companies place their sales focus on the terminal and many companies that are known as "terminal as king" or "terminal interception", especially in the fast moving consumer goods industry, engage in promotional activities and make terminals In some periods, the number of promoters exceeds the number of customers. With the continuous increase in the number of promoters, the workload and the difficulty of management are also increasing, and the sales executives have been unable to fully manage them. At this time, the promotion supervision will naturally take place. The production of sales promotion supervision can also be said to be The product of the division of labor in society. Its production conforms to the development of enterprises, industries and society.

So, what is promotion supervision?

Second, the definition of promotional supervision As the name suggests, is the promotion and promotion activities for the supervision and guidance of people. As a very comprehensive and professional work, promotion supervision will play an increasingly important role in the future of marketing, which also means that the requirements for the quality of sales promotion supervisors are also increasing. Promotion and supervision work is very important and indispensable in the whole marketing work. However, some SMEs did not set up a sales promotion team to save costs. Some companies that have set up promotional supervision positions are also often useless. Because many companies do not realize the value of promotion supervision in the promotion of actual combat.

Third, the role of promotion supervision 1, promoters of recruitment and training;

2, sales of promotional activities;

3. The patrol points (supervision and guidance) for each terminal of the activity;

4, recovery of various types of statements;

5, information collection.

Fourth, promotion supervision should pay attention to the work of the problem 1, the promoters of recruitment skills promotion supervision must be clear recruitment sites: shopping malls on-site recruitment, schools. When recruiting, pay attention to the role of "introduction", because the promoters in the mall all have jobs. If the promotion supervisor only tries to dig other corner recruiters, it will be very difficult. In fact, each promoter is an "introduction" promoter. The friends are basically promoters, and the “Introduction” will bring many information about the promoters who are not in the company and enrich the company’s choices. In addition, if it is to recruit temporary promoters, the school will be a very good choice.

2. Emergency training for salespersons When necessary, promotion supervisors must also undertake training tasks for temporary promoters. Because the opening of a promotional campaign does not necessarily achieve consistency. The late promoters missed the company's unified training. At this time, promotion supervisors must provide them with emergency training. The training includes corporate culture, sales skills, professional knowledge, and promoter management systems.

3. Sales Promotion Promotions The supervision must understand the start and end time of promotional activities, the area to be rented in the mall and the number of promotional items and promoters that need to be used, contact the business in time, coordinate the activities, and must be familiar with the mall. Relevant procedures and required documents for the sales of related personnel; sign sales promotion agreements with shopping malls according to the execution time of the event plan; complete sale of promotional items and personnel together with business staff; fill out sales forms according to sales conditions and report to the company in a timely manner Marketing Department.

4. The patrol points (1) and patrol points shall pay attention to the following issues: a. Observe the promoter's work from the side (not found by the promoters) according to the rating standards provided by the company;

b. The promoters who have poor sales promotion skills, insufficient knowledge of the product knowledge, or low work enthusiasm are found to immediately conduct on-site education and training until the above situation is eliminated;

c. For shopping malls whose sales cannot meet the standards, it is necessary to focus on the inspection and implementation of the staring system so as to ensure that the promoters have done their utmost efforts, or to increase the sales volume to the target sales volume;

d Firmly give replacements to promoters whose image is too poor or whose path is not changed.

e. Some problems were found that affected the effectiveness of promotions. For example, the lack of promotional items, the failure of the promotional venues to be arranged in accordance with the rules, and the shortage of goods on the shelves, etc., should be promptly contacted by the relevant personnel of the company and shopping malls and managed to immediately resolve them;

f Ensure that at least one promotion point is visited every day under normal circumstances;

g Ensure that the time to reach the first point every day, not later than the promoters to work, leaving the last point not too late and the off-duty time of the promoters;

h The patrolling point also pays attention to other conditions of the mall, fills in the patrol schedule, and reports in a timely manner.

(2), monitoring skills a observation from the side. The promotion supervisor must observe the promoter's working status from the side. If the promoter is found, the situation seen by the sales supervisor will be distorted. As a result, the real situation of the promotion event cannot be reflected.

b irregular arrival. Promotional supervision must arrive at each promotion point must be irregular, so as to avoid being checked by the promoters clear patrol rules, and affect the effectiveness of supervision.

c only believe in the sight that they saw at first sight. In the process of side-viewing, sales promotion supervisors must only believe what they see at first sight, because all subsequent actions are likely to be made by promoters after they have discovered sales promotion supervision.

Promotional supervision is only a strict patrol point, the company can grasp the real promotion, understand the situation of each promotion point, in order to make adjustments for future work.

5. While recovering various types of statements at the patrol point, the supervisor is responsible for recovering various types of reports and carefully checking whether the statements are clearly written, complete and true.

6, information collection promotion supervision often flows in all stores, can fully understand the needs of customers and competitors, through the collection and aggregation of such information, will be used as an important basis for business decisions. This important responsibility is often overlooked by companies or is not valued. In fact, promotion supervision is an excellent investigator for our company. Why don't we use it better?

In short, with the development of society, terminal competition is becoming increasingly fierce, and promotion supervision will play a more important role in marketing. Enterprises to establish a good promotion supervision team, will be able to mobilize the enthusiasm of promoters, improve the quality of promotional activities for the company to bring benefits, truly win the "terminal interception" victory.