There is an old saying in China - peace of mind. Similarly, as a successful marketing campaign, if there is no adequate early warning program beforehand, there is no flexibility to resolve the crisis, and there is no summary and analysis afterwards. So no matter what the effect, you can't call it a successful marketing campaign. A marketing crisis is a sudden, unexpected, or temporary unpredictable event that is encountered in a marketing campaign. No event can be perfected beforehand. As an experienced marketer, he will do a good job of feedback analysis after each event, and at the same time reduce the crisis to a lower level when planning the same event next time. Undoubtedly, experience is the premise and basis for how to resolve the marketing crisis. If there is no formed early warning plan in the mind, once the crisis is encountered, it will be at a loss.
1. How does the promotion change the thinking mode and turn the crisis into a victory?
The activity crisis refers to the temporary and unexpected events encountered in large-scale promotion activities, and can also be understood as the sales bottleneck encountered in the marketing and sales promotion process. The author encounters more activities crisis, but also has a set of his own experience and ideas in the resolution of the activity crisis, and is willing to fall on paper to share with you.
In the impression, the department store where the author is located has two activity crises and is worth a book. Although the activity will not be the main source of sustainable development, it can indeed act as a catalyst. Although the author often refers to the promotion as the icing on the cake, but the two activities are important, it can be called the charcoal. Once in 2001, the company’s first sales decline since the establishment of the store, sales reached only 200,000, and this figure is also the lifeline of the company to maintain normal operation. How to save the tide, only through a large-scale promotion can make the market warm again. Simple and not warm promotions have been hard to arouse the shopping enthusiasm of the people, only the full range, large-scale overall promotion can activate the market. After the research, we decided to introduce the “Buy 100 to 50†activity in Fushun in Beijing. First, this activity has never been done in Fushun. For the common people, it has a novelty. Second, the concept of activities is good and the intensity is unprecedented enough for the people to be willing to pay. After the activity was launched, it immediately caused a sensation. The enthusiasm of the people to buy was high, which reversed the passive situation of sales.
Comments: The more activities, the better, the key is to seize the eye of the consumer, "practical is better." Don't ruin it for any activity, take the time and launch it in time to get unexpected results.
Another activity crisis occurred in 2004, when the overall wear sales of the department store was sluggish, and the sales of the products fell into the freezing point in recent years. As a result, the company decided to shift its marketing determination to wear and give it more activities and policy support. However, since the simple "buy and wear gifts" campaign has not received the expected results, the gifts have been changed from milk, moon cakes to porcelain, and waterfowl.
A new employee from the marketing department put forward the idea of ​​sending cash, which was quickly adopted by the store manager. I didn't expect the effect to be good, and we added a new form of mobile phone text message to make the event immediately improve.
Comments: Activities should not be static, learn to change ideas, dare to try. Sometimes the more you invest, the better the results, and sometimes the small investment can produce big benefits.
Second, how can social welfare activities avoid the crisis of confidence and prevent further expansion of the situation?
Social welfare activities are indispensable marketing tools used by the retail industry in the process of winning market share and locking in loyal consumer groups. But sometimes good things can turn into bad things, and not to mention the criticism of the media. If the people call the real thing, it is easy to make the activity change. The two charity activities that the author has experienced are now recalling, and there are still some fears. In the past, in 1999, I was just the deputy secretary of the Youth League Committee. I did not need an activity to prove myself. The Liaoning football team's home stadium was located in Fushun, so after a lot of contact, the "Bao Bao" jointly held the "Liaoning Football Team Star Card Card Signing Ceremony" on the fourth floor of the department store. Because such a large-scale event was undertaken for the first time, the time was tight, and no corresponding emergency plan was prepared beforehand. In the course of the activity, the lack of flexible control made the scene very chaotic.
Because this is the first time that the Liaoning football team has appeared in Fushun on such a large scale, attracting many media from the province and abroad and thousands of fans around the country, which is greatly unexpected. The original string of the provincial TV host was overwhelmed by the cheers of the fans. More and more fans poured into the main venue, and some people began to sell tickets for admission (which was originally free). Police stations for temporary reinforcements Obviously powerless. Although the scene was a bit confusing, the signing ceremony was still carried out in an orderly manner. But I made an unforgivable mistake. When another representative of the organizer contacted the team and was ready to leave tomorrow for training, I was so busy that I was so confused that I agreed. The player quietly left under the arrangement of another organizer. Unexpectedly, hundreds of fans did not get a signature, and fans also sneaked off the venue through various means. Fans who had disappeared from the players began to shout loudly, and some people began to take the opportunity to make trouble, and the scene was once out of control. In order to control the situation, the police decided to find another organizer after an urgent consultation with the company's senior officials. When our staff found the head of another organizer, he was trying to sneak away. After we explained the stakes to him, he promised the fans' demands and the situation did not expand further. The next day, the major media reported the incident in different sections and gave criticism. My experience of hosting large events has also made me unforgettable. Another thing that impressed me a lot at the time was that several middle school students called me and asked me to let them look at the idol. I promised, I didn’t expect, at the event, they and I The situation that did not come to mind happened. Thousands of fans could not enter the scene because of the restrictions of the venue. They shouted my name loudly, but I could not let them in, because once someone came in, the scene would be uncontrollable. After the event, they called again. After the connection, there was no sound. I guess they were silent. The silent protest was even more terrible.
Comments: A large-scale public welfare activity requires all aspects of cooperation, security work is essential. Similarly, a scientific and reasonable emergency plan is also an effective guarantee to ensure the smooth progress of the event. If you don't panic, calm and calm is a style that an organizer should have. In the event of an emergency, the emergency plan should be activated immediately, and several sets of plans should be prepared for use.
Third, how to properly handle the relationship with the community and avoid potential social risks
Any company that lives in society, has left the support of the government and cooperated with all aspects of society. It is difficult to survive and develop. As a window service industry, the retail industry should do the same. The department store where the author is located is self-sustaining as the local leader, ignoring the contact with an administrative department and provincial media, resulting in unnecessary trouble. A couple bought a pair of Swiss watches in the building, worth more than 100,000 yuan. After returning, they found that they were not Swiss-produced. So they found a vice president of the company. The deputy general advocated and agreed to pay him 20,000 yuan. The private thing happened, but the couple did not care, and asked for additional compensation in addition to the refund of the form. The vice president couldn’t do the Lord, but had to give it up. I didn’t expect that the couple actually found a provincial media and published a statement that was not conducive to the company, meaning that the building sold fake watches and sold them near the building, causing the company A certain side effect.
At this point, the company has carried out quality appraisal through legal means, and the results prove that this form is a true form, but it is easy to cause misunderstanding on the documents. This media is the company's usual disdain, and that the provincial media has little to do with us, so they never actively invite them to participate in the company's activities. This also laid the groundwork for future negative reports. After this incident, the company asked the newspaper to make a public apology in the media, and the media insisted that it only reported the incident objectively and truthfully, and did not apologize. The matter will not be able to be done, and the relationship between the company and the media has been "subtle". The relationship with the relevant departments such as the Quality and Technical Supervision Bureau, the Law Enforcement Bureau, the Consumer Association, and the Industrial and Commercial Bureau is also in the air.
Comments: In fact, many businesses attach great importance to the relationship with the media and the community, but the importance can not be ignored. As long as we work hard to create a harmonious public relations environment, companies can go all the way.
The marketing crisis is everywhere. The key is how to effectively avoid it and lower the crisis. Enterprises without crisis are abnormal enterprises, and enterprises that value the crisis can go more solidly. "Wars and battles, like a thin ice" - With this awareness, the crisis will naturally resolve.
Kaiyu Hardware Jewelry Factory , http://www.dgbodyjewelry.com