Festival marketing has always been one of the effective means for the service industry to open up market brands and expand sales. For the hardware tool industry, due to the special attributes of hardware products, it is determined that companies do not follow the mid-autumn festival, National Day and other major festivals to promote sales. At the same time, the busy season for the development of the hardware tool industry does not follow the festive changes, but changes according to the market demand for various types of products. Therefore, the hardware tool industry is not completely unified and has a fixed off season and high season. After the end of another National Day holiday, all industries have taken stock of holiday promotions. We discussed the hardware tools industry's off-season and peak season marketing strategies.
In the off-season period, hardware and tool companies will make significant discounts in order to reduce inventory pressure and increase cash flow. In fact, this is very unwise. The author believes that it is a wise marketing method to invest limited funds in promotional activities that can stimulate consumers in the off-season. However, off-season promotions should focus on how to increase consumers' participation in the brand, instead of focusing on simple price cuts.
In the off-season, hardware tool companies should focus on brand building rather than focusing on some short-term promotional tips. In my opinion, a substantial discount will generally damage the brand image of the company. In the off-season, we should consider increasing the added value of products and adding some services. This will not only increase sales in a short period of time, but also will not result in the purchase of products. Consumers cause too much negative impact. Substantially discounted purchases make consumers feel that products are very cheap, and after the off-season passes, they will lose enthusiasm for the products.
For example, many fast-moving consumer goods companies in the off-season practice are issuing a large number of free gifts equivalent to discounts. The main purpose of doing so is to block other similar brands in the off-season and maintain the brand's market share in the off-season. Therefore, the author believes that hardware tools companies do not have to cut their prices during the off-season, because they are likely to lead to picking goods and they will also impact sales during the peak season. Appropriate to the first-tier dealers to take prize sales. For example: To use 10,000 yuan as a unit, dealers will send one 10,000 yuan worth of goods for each purchase. Prizes are mainly in kind and Zhang Zhang has awards. Prizes are not cashed.
It is not equal to the completion of the sale of the hardware tool company's product to the dealer, because only when the product finishes the conversion to the terminal can it really realize the value, otherwise, in the busy season, the dealer also needs to digest the off-season inventory, which will have an impact on the sales season. Therefore, the author suggests that in the off-season, hardware and tools companies can appoint some market elites to first-level distributors and powerful secondary dealers to give certain policy subsidies to assist them in convening supply conferences. Wholesalers give certain discounts.
Of course, there are still a lot of work that companies need to do in the off-season. Although different products and different markets adopt different countermeasures, in terms of specific operations, market research must be combined to formulate a work plan based on the actual situation of the market and the company. Hardware tools companies must work in the off-season to be fine, practical, and non-existent, in order to lay a solid foundation for the season.