How can gift promotions achieve maximum benefits with minimal cost?

• Introduction: Many distributors often represent second- and third-tier brands. Due to the limited strength and scale of the enterprise, they often cannot afford to spend more on promotions. In response to this situation, distributors need to come up with their own solutions. In fact, distributors can overcome the shortcoming of insufficient costs by adhering to the principle of “two highs and two differences” when doing promotions themselves.

Distributors in the gift industry should know that promotions, as a booster for products to enter the market, play a crucial role in the marketing 4P strategy. Therefore, this requires distributors to learn to spend small money and do big things to plan good promotional activities. Only in this way can they gain a larger market share.

Promotion should adhere to the principle of “two highs and two differences”

Many dealers often represent second- and third-tier brands. Due to the limited strength and scale of the enterprise, they often cannot afford to spend more on promotions. In response to this situation, dealers need to come up with their own solutions. In fact, by adhering to the principle of “two highs and two differences” in their own promotions, dealers can overcome the shortcoming of insufficient costs.

The so-called “two highs and two differences” refer to “product differentiation, high price, high promotion, and differentiated promotion”. That is to say, when distributors choose products, they should adhere to differentiation. Because it is a differentiated product, they can adopt a high-price strategy; because of the high price, there will be a large operating space; because of the space, they can often do various forms of promotional activities. However, if distributors want to make the promotional activities effective, they must also make the promotional differentiation.

By adhering to this principle, distributors can independently operate promotional activities without much support from the manufacturer, keeping the market active. Of course, this model also has a prerequisite, which is that the manufacturer must allow distributors to set prices again, which is also the most basic right that distributors must strive for.

Second, promotions should be systematic and always new

Many dealers, when conducting promotional activities, often lack systematic planning for their own promotions due to being deeply influenced by the manufacturer. If the manufacturer allows it, they will do it; if not, they will wait. Therefore, they lack long-term consideration for the market. In order to gain the initiative in the current fierce market competition, especially in promotional battles, dealers must make annual promotional plans for the market, and at the same time, break down these promotional plans into quarters and months to ensure the implementation of promotions.

At the same time, in order to maximize the promotional effect, dealers must also adhere to the principle of “always doing new things”. In addition, they should not be too myopic when doing promotions. They should not wait until competitors are attacking or attacking before using promotional means to resist. In fact, promotions have different positioning, which can impact the market, better enter the market, effectively attack competitors, and establish brand perception to maintain the popularity, reputation, and loyalty of products and brands.

Therefore, promotions should maintain innovation. Competitors should not “chew” on their “chewed bread” when using promotional methods and promotional products. This requires distributors to use differentiated promotions to attract lower-level channel providers and consumers.