6 marketing strategies for opticians to counterattack the off-season
6 marketing strategies for opticians to counterattack the off-season
There are bulls and bears in the stock market, and there are ups and downs in the market.
As a member of society, the optical dealer will never be able to jump out of this box.
The distinction between the off-peak season of the glasses market is very obvious, for example, before and after the start of school every year is the peak season for myopia glasses.
Summer is the peak season for sunglasses, and the end of November and December is a more depressing off-season! Entering the off-season,
The income of optical dealers is relatively reduced, and the market risk is relatively increased.
Between 2012 and 2013, a considerable number of small and medium-sized glasses companies could not survive the cold winter of the off-season.
or transformation or bankruptcy.
How to deal with the off-season of glasses sales, so that optical manufacturers can break through the encirclement,
Survive this winter? 6 marketing strategies - let optical manufacturers counterattack 1, adhere to the price to increase the value of the transfer of the value of the glasses market in the off-season
Price reduction is a means for many companies to cope with the downturn in the market, so that they can realize the backlog of goods in their hands.
reduce financial pressure, but the danger of doing so is that it may cause damage to brand value,
Moreover, the price of goods is rising, and consumers will no longer recognize it.
Price reduction damages the brand, loses profits, and loses sales without price reduction.
Backlog items.
In this dilemma, we should first adopt the method of "tightening on the outside and loosening on the inside" channels.
That is, to increase the thrust of channel providers:
Measures such as increasing rebates and large discounts on off-season pick-up,
In order to increase the sales enthusiasm of channel providers.
Encouraging channel dealers to purchase goods in the off-season can not only reduce the financial burden of enterprises.
It can also promote sales, although the discount is very large, giving up a lot of profit margins,
However, the enterprise does not suffer a loss, because the profits surrendered can basically be offset by the interest on the funds withdrawn.
Although it is in the off-season, the thrust of channels and terminals can still bring unimaginable sales.
With the push of the channel, the next step is to work on the terminal to create a pull by increasing the transfer value to consumers.
Because there is no difference between hoarding goods in the channel and putting them in the manufacturer's warehouse,
Only when it is bought by consumers can it be truly sold.
Off-season promotions are more laborious, but avoid price reductions.
It is necessary to adhere to the price and maintain the brand, and at the same time maintain the sense of value of the product.
Keep the amount of the customer's purchase currency unchanged and then increase the total value of the customer's purchase.
It can be used to give gifts, provide value-added services, product portfolio sales and other methods.
Avoid price reductions by increasing the value of the goods.
The operator should have such a concept in mind:
It's not just a way to increase the value of goods by reducing prices.
Only in this way can we create more value for customers without losing profits.
2. The launch of new glasses products and new products can often arouse the interest of consumers.
Launching new products appropriately during the off-season can make waves in a backwater market
Increase popularity and attention.
If you can launch new products to make up for the gap in the market in the off-season, it is more likely to bring unlimited business opportunities to enterprises.
For example, Nestlé launched "Choco-Stick" liquid chocolate in India.
The product has been unprecedentedly popular.
Not only can you sell your chocolate products in India during the hot 9 months of the year,
It even ended the off-season for Nestlé's chocolate products in India.
However, the fact that selling products in the off-season cannot be compared to the peak season in any way exists.
Therefore, when launching new products and promotions, we should consider the break-even, after all, the same publicity and promotion expenses can achieve much lower results in the off-season than in the peak season.
Try to avoid losing money and making money.
3. Activity marketing heats up the market by launching some activities that target consumers care about and can bring substantial benefits to them.
This drives the market sentiment, and the appropriate measures can even set off a sales boom in the off-season.
The event should not be a simple discount, but should be cut from other angles.
For example, holding glasses cultural festivals, glasses exhibitions and other promotional products and brands,
Let consumers understand and recognize the product to stimulate their desire to buy,
At the same time, attract potential consumers.
4. Taking advantage of the opportunity to attract attention in the off-season of the market, consumers' attention to glasses products has decreased.
At this time, you can take some ways to attract consumers' attention with the help of hot events or create hot events
More attention naturally increases the possibility of consumption.
What needs to be paid attention to is that it must not be groundless, which can only be counterproductive.
It's good to find elements that consumers care about, create a theme to capitalize on, or use events that have already happened to launch marketing campaigns.
5. Strategic contrarian marketing can differentiate competitors by adopting reverse marketing operations in the off-season.
Achieve unexpected results.
Because, after the peak sales season, most of them died down and removed advertising and promotion personnel.
Cancellation of promotional policies, etc.
Although this is the off-season for sales, there are few competitors in the market compared to the current market.
A weak marketing offensive can earn a large share of the market in a small market,
The benefits are still very impressive.
Even if you don't reverse marketing, at least in the off-season, do a good job of basic marketing,
For example, appropriate advertising, etc.
Usually in the off-season, the marketing activities of enterprises have basically stopped.
Advertising is drastically reduced or even taken down altogether to reduce spending, however,
Maintaining a certain exposure rate in the off-season is a must to build an eyewear brand
Because when an eyewear brand doesn't touch consumers throughout the off-season,
In the coming year, it is easy to be forgotten by consumers, and it is difficult to accumulate brand value and status in the minds of consumers.
So, in the off-season, it is still necessary to maintain some basic marketing activities,
So that consumers don't forget your eyewear brand.
6. The national market commodities do a good job in regional difference marketing, and the glasses industry has certain regional differences.
Reasonably grasp the time difference according to seasonal changes, adjust the focus of marketing,
You can make more profits.
The stones of other mountains can be used to attack jade, and the cross-regional promotion of glasses products in the off-season will have a good effect.
Because sometimes in this city it is the off-season for the sale of these glasses,
In that city, it may be the peak season for the sale of these glasses.
Such operations should be carried out with accurate information about each market and timely action.
Glasses companies not only need to do marketing management, but also need to have a pioneering spirit.
Do a good job of marketing innovation like Nestle, so that the product has no off-season,
Let the off-season of enterprises not be light.