At present, there are three main ways for dealers to cooperate with publicity: one is that the publishing house puts forward a publicity and promotion plan and gives it to the dealers for local implementation, such as finding media, arranging venues, inviting people to meetings and organizing various forms of promotion activities; The second is that the distributor puts forward the publicity plan and specific implementation plan after market research, which will be directly implemented by the distributor after being approved by the publishing house, and then the publicity effect will be fed back to the publishing house; The third way is that both parties * * * conduct research, * * * plan * * to formulate an advertising plan, and both parties make use of their own superior resources, or hand it over to one of them for implementation, or both parties * * * jointly implement it.
For example, for a large number of publishers who don't move during the Golden Week, the communication difficulty between publishers and bookstores is the main reason why publishers are unwilling to engage in marketing activities-bookstores don't know when and what publishers want to do, and publishers don't know what kind of cooperation bookstores need; Bookstores are reluctant to provide real sales figures to publishers for various reasons, and publishers can't target this information. Even if they do marketing activities, they often can't get real sales data. If both publishing houses and bookstores can put themselves in an active position and realize the importance of communication and cohesion to each other, then the problem of insufficient cooperation and poor cooperation will have a good solution premise; If publishers and bookstores can do a good job before the festival, it is not difficult to achieve overwhelming marketing during the Golden Week.
In addition, the distributor should also make full use of the publicity made by the distributor in other regional markets, and dissolve it into the influence on the audience in his own region, such as posting or posting the publicity made by the distributor in the central media or other regional media to the terminal stores, or making leaflets for distribution, or displaying them during terminal promotion.
At present, according to insiders, the construction of sales network should follow the eight-character policy of "bottom-up, optimizing structure". Bottom-up, that is, dealers must first go to the grassroots level and go to the market to do street sweeping work. For example, I am a book wholesaler in Chaoyang District, Beijing, so I'm going here to investigate the terminal and find out how many bookstores there are. It's called sweeping the street. After sweeping, I will have a bottom in my heart, and then make a plan, which outlets will be entered, which outlets will be reserved and which outlets will not be used. At the same time, optimize the structure, and the dot should not be too thin or too dense. If it is too thin, it will not cover the market. If it is too dense, there will be vicious competition. The simplest thing is to fight the price war.
The core of network management is to maintain the rules observed by both parties, which is the core of distribution channel management. We should set a win-win rule, and then everyone will not violate it and decide. The second is to establish an information system. You will know what will happen in the retail store at that time. If you see that the books are almost sold, you can replenish them immediately, which can reduce the inventory of all links. Third, we should optimize the workflow. In channel management, a lot of work needs to be streamlined, which also means responsibility. For example, there are several links for customers to pick up the goods. Who will handle this matter and who will take care of it? Finally, it is necessary to coach sales outlets and help them do a good job of direct readers to maximize market potential.
Now dealers can't just send in a batch of books, notify them and then collect them at a certain time. Instead, they should go on to provide support and guidance for sales terminals, manage retail networks and help retailers do the work of direct users.
Terminal guidance should first guide retailers to build stores, and understand the store as a stage, and the dealer is the director. Since it is a stage, there are several elements. First, the scenery, or background, the layout of your booth, the setting of light bulbs and the overall atmosphere should be arranged. Most people who visit bookstores are regular customers. In this case, it is necessary to ensure that the spot in the store can attract him, such as posters and TV plays in the bookstore.
Er Yuan is a character and a clerk who sells books on the spot. It is necessary to train them to serve readers. Dealers can help retailers train, such as how to laugh and how to speak, and must emphasize the details. It is also necessary to cultivate their knowledge marketing. For example, now that you have the right to sell a set of teaching AIDS, you can call the following dealers together for a meeting and tell them that parents who want their children to succeed don't understand the contents of these books. You should recommend them to him, and you must be an expert in this book.
The third element is the plot, that is, the promotional activities of terminal stores, which are mainly divided into five categories: First, affordable promotions, such as bundled sales and giving some gifts, are useful. Second, consultation and promotion, similar to book signing and lectures, is to ask experts to provide help and guidance to readers at the bookstore site, go deep into readers and explain the characteristics of books. The third is friendship promotion, mainly to deepen the feelings with readers. For example, a small children's song contest is held on the spot, and children's songs sing the set of books to be promoted, so that the brand can make them slowly.