Advertising products for product promotion. Features of the program to promote a new product to the market

How to complement the consumer qualities of your goods. Here you need to take two steps. Compare your product with the qualities of competitors' products. And the second step is to try to convince them that you are the best. This trick will allow you not to think about how to promote your product. And the target audience will understand that your products are more profitable than those on the market.

Develop and implement branding. For promotion goods It is necessary to establish frequent contact between your target group and the brand. The contact can also be visual. After all, promoting on the Internet is one thing, but promoting a virtual office is quite another. It is necessary to make your website very informative, fairly easy to navigate and accessible to search engines.

Create information bursts. If possible, appear often on the pages of both electronic and paper media. So you know how to promote your product in order to arouse genuine interest with a press release not only from the end consumer, but even from editors of newspapers and magazines.

Please note

High quality releases depending entirely on how quickly you promote
company.

If you decide to start your own business, do not create illusions, you must very soberly assess your strengths and capabilities, your market value. In order to be expensive, you need to “promote” your product, to become not just a product or service, but a whole brand.

Instructions

Research your target audience.
Describe in detail the person who is a potential buyer of your product A. Who is he, what family is he from, what gender and age, education. Does he hold leadership positions or, on the contrary, is he a performer? Does he travel or use public transport? Does he watch TV or doesn’t have time for it? Perhaps he has children or pets? You must not only see this person in your imagination, you must get used to the role, understand what he wants, how he feels, what pleases him and what disgusts him. The more accurately you describe your target audience, the more accurately you will identify the very value for which the client is willing to pay extra? Maybe it will be prestige for people with high . Maybe safety for family people, or sexuality for young people.

Unique product offer.
In order to product has become a brand, it needs to be unique. Offer people something that your competitors don’t offer, unique packaging, excellent service, warranty service. Do everything so that your customer not only wants to come back to you again and again, but also tells all their friends and acquaintances about you.

Starting to promote your company, it is important to decide on the three components of a marketing policy. Answer the questions: what do you produce, for whom do you produce, how do your products differ from those of your competitors. Having received the answers, you can start promotion.

You will need

• brand book, list of industry and business media, computer, phone

Instructions

Develop a brand book in which you describe your concept and the main services it offers. Don't forget the target audience - with demographics as well as consumer preferences. Such research can be purchased from large marketing agencies, but it is preferable to develop it yourself. After all, only in this case the consumer niche will be determined as accurately as possible. In addition to this data, the brand book should contain a reflection of your competitive advantages.

Make sure that as much as possible is known about your site by competently and meaningfully describing the site, which should be completely ready by the time of promotion. Never distribute materials online that are posted on a site whose development has not yet been completed.

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As competition intensifies, companies enter into price wars. This strategy is not suitable for small companies. We have to attract customers with services and services that are not interesting for large companies. From simple services, small firms build a bridge to further cooperation, retaining clients with goodwill and quick response in case of problems.

Instructions

Attract customers with something free. The challenge is to gather a client base and establish trusting relationships. Prove to potential buyers that you are an expert in your chosen field. This is done through trainings and seminars. Train future customers on how they should act to solve problems associated with paid products/services that you will provide in the future. Receive feedback from clients, ask for their opinions and ask for contact information.

Sell ​​something inexpensive. People are reluctant to part with money until they know how conscientiously the seller fulfills his obligations. Your task is to show customers that the company is safe to do business with. If customers are satisfied with the service, they will make a larger purchase next time.

Sell ​​related products. Make a call to every first-time customer. Ask how things are going and offer another product that complements the previous purchase. You will have a sales system. For the chain to function, it is necessary to maintain statistics for each person from the database collected in the 1st step.

Sell ​​the same product in a different form. If the customer purchased a physical product, offer an audio course that teaches the intricacies of using the product. After the audio course, offer training in -format. Then invite to a meeting on the same topic. Display books, stickers, bookmarks, and other merchandise related to the product. Make a different packaging, change the appearance of the packaging, etc. If a client likes something, he will purchase it in different forms.

Sell ​​an expensive product. This is easy to do if the buyer is used to repeat orders from the company.

Start with step 1, gradually promoting the next expensive product. Build a system of relationships with clients, gradually complicating it.

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Low-budget marketing... Every business owner's dream. And it would be even “dreamer” - if at the same time the recognition of the company (product) would grow exponentially... and the sales curve would bend steeper and steeper every day...

But the reality is that marketing budgets ( advertising, PR - highlight what is necessary) are laid out using methods known only to the “layout designer” himself ( read - marketer, advertiser...) laws... And, with rare exceptions, they are a weak reflection of the reality and the company’s need for contacts with the target audience.

They say that the true professionalism of a marketer lies in bringing a company (product) to the market without a budget... Well, or with the minimum necessary cash injections.

I don’t know how true or controversial this statement is - I can’t imagine Coca-Cola, Mars and Adidas in the market without budgets... but still. The fact remains, and the realities of the market are such that not everyone has the budget to pay for “multi-layered” advertising campaigns. In addition, due to the still prevailing mentality of Russian business owners, who are skeptical and distrustful of their own marketing services, small and medium-sized businesses are not yet ready to part with money for advertising and other marketing communications ( because there is no clear understanding of “how will all this come back to us...”).

So, what low-budget ways do you use to market a company or product?

I can offer you tools that I have used quite often in my practice, which have been tested by the market and have shown their effectiveness, and which have helped me out more than once.

1. Barter. Many people don't like this word. Especially in accounting departments. I don’t really like it myself. But I must admit that such a cooperation scheme is quite common in the Russian business segment, even among large and respected players (for example, such as Rosinter). Of course, if you have something to offer your potential partner. And, obviously, the value of your offer for your partner should be no less than what you expect (ask) from him.

2. Exhibitions. Yes, your industry exhibitions are a good reason to promote yourself in your own market among your partners and target audience. And no, you don’t have to buy an expensive place and set up a stand. Be more creative - push the boundaries of your imagination. There are many other ways to introduce yourself at the exhibition, distribute your contacts and collect the ones you need.

Carefully study the proposal of the exhibition organizer, the site where the exhibition will be held - look for opportunities for a low-budget “performance”.

This could be simply placement in the exhibition catalog, posting on the website, renting 2-3 square meters at the entrance to the exhibition, placing a girl/boy with the distribution of samples (or just some “goodies”-useful things with your contacts), investing in a package participant, organization of a photographer with instant printing of photographs against a press-wall background with your logos, and so on - think of it! (by the way, such participation can also be closed through barter)

3. Internal events. This means your personal events for your target audience, for your potential clients. Create some kind of useful event for your customers - what is their pressing problem? What critical question do they have that they typically pay money to answer?

Give them this answer for free! Perhaps in the form of a mini-seminar or micro-training for 4 hours, maybe together with a representative of an authoritative opinion for them (for example, if this is medicine, then this can be the head doctor of a serious clinic, if trade - the manager of a large network, the head of the tax office, top - bank manager, etc.).

You can agree on holding such a seminar with the owner of the premises, who is also interested in the audience that overlaps with you, but is not a competitor to you in terms of services. For example, it could be a cafe, club or restaurant that is simply interested in visitors and sales of the kitchen and bar. In addition, in your pre-PR campaign to recruit participants for your event, you will promote them, as well as in post-releases and reports after the seminar. Don’t forget to mention this in negotiations with the site owner.

4. External events. Many people forget about the most useful semi-informal get-togethers or, conversely, professional “meetings” of their decision-makers (people who make decisions on cooperation) in the form of various chambers, clubs, communities, and so on.

Look for it - there’s probably a Chamber of Commerce and Industry in your city that periodically organizes parties for CEOs or financial directors. Look for different fashionable features, such as a mafia game club for HR directors. For accountants, these could be seminars conducted by the local Federal Tax Service. Find out where the marketing directors in your area hang out (if you offer printing, design, or advertising services, for example...). Find out where the logistics directors live (if you are a courier service or transport company).

If it’s completely boring in your city and poor decision makers stupidly go home after work - see the point above: come up with it yourself! Your own events. Finally, create your own club of mafia players for ____ ( insert the position you need)! Your expenses include purchasing or ordering printing of special cards, blindfolds and beautiful rules on A4 sheets!

Any restaurant in the city will be happy to lend you space on Wednesday evenings for such a theme. In addition, it is not necessary to make such evenings free. Freebies are relaxing. And the mafia club requires discipline ( read the rules on the net). Therefore, take 100-500 rubles from the players. per evening (the amount should be such that it can be dealt with painlessly, and the value received in return will significantly cover such a “loss” from the wallet).

5. Press releases. Make it a habit to issue press releases about your company's activities every Tuesday. Releases should not be large and voluminous - make 1/2 of a printed page of text plus a couple of key sentences about the company.

Look for news updates within the company all week! Set up a system for collecting and processing news and, in general, everything that happens in the company. Any sneeze should flock to your department. And you can decide for yourself whether to air it or not ( together with the business owner, of course).

And regularly distribute your press releases online and through all communication channels available to you: website, corporate newspaper for clients, newsletter, notice board in the sales area or reception area... Register your press releases in free press release directories ( they can be easily found in any search engine). Send your news to interested publications in your region - both print newspapers and magazines, and online media.

6. Publications. The same goes for longer-form press publications—provide free content to journalists and media outlets. These could be interviews on your market, on some problem of your consumers, analytical reports and cross-sections, statistical data ( many media like different statistical collections), just interesting publications “on topic”. Invite the leading publication in your region to organize and maintain some special interesting section - and supply your section with relevant and fresh information on a weekly basis.

Everyone needs interesting and useful content! Finally, ask your customers or potential clients - what are they interested in about your topic, what do they want to know about?

7. Cases. Or case study. Or success story. The nature is slightly different, but the point is, in principle, one thing - to show your target segments, using an example, a solution to THEIR problems. Write stories using the formula “Problem - Solution - Result”, “how bad it was before - and how wonderful it was after”, the principle, I think, is clear. Stories in this vein are very attractive and attractive.

8. Reviews. Customer feedback is something you should collect from the time your company is still a business embryo. Especially if your client is a more or less well-known company in your region. On branded colored letterhead, with a beautiful seal, with the signature of the first person or key top manager of your client.

Collect and store your reviews in a separate folder, each in a separate file, treat them with care and respect -) Well, without fanaticism, of course. You just have to understand that these are the results of your work. These are your “thank you, you helped us a lot” from your clients. And don't forget to digitize all your customer reviews. Only exactly, in color, with high resolution and readable text.

9. "Word of mouth". Involve the local population in promoting your company, products, brands. It has long been no secret that “sundress” works best in the services market. But in order for your sundress to work, you need to work on it! What did you think? They just launched a rumor among the people - and they picked it up and carried it to the masses? Of course, it would be great if everything were so simple - no one would spend money on expensive TV and radio advertising, but would only be engaged in “injecting” rumors into the masses.

The simplest and most effective thing is to remember yourself. What information have you personally ever passed on “by word of mouth”? It was probably something shocking, out of the ordinary, or terribly funny, or curious, or disgusting, or improving some aspect of your life... Do you feel what I mean? Yes, that's right - it should be something that hooks.

But here, be careful - your legend should support and improve the image of your company/product, and not destroy it.

10. Free consultations, demonstrations, samples. The name speaks for itself. Don't be afraid to give! Nobody likes to buy a pig in a poke. Everyone wants to try first and then decide to buy.

Here your marketing must work more closely than ever with sales. Because it’s not enough to just give it a try - after that you need to constantly ask at a given frequency: “Well, did you like it? Let's buy the full version. Didn't like it? Why? etc...." Keep in touch, monitor your potential client. Offer him special offers, inform him about new products, promotions, discounts.

But don’t be afraid to identify and cut off the “eternal tryers” - these are those who initially know that they will never buy, but will never refuse a freebie... You shouldn’t waste your precious time on such “under-customers”...

11. Atmosphere and design of the client office/service hall, reception area, meeting room/. In these premises, EVERYTHING should speak about your professionalism, the quality of your services and the specialists who, in fact, provide these services, inspire confidence in you, your company, your product - every little thing and every element.

Finally, remove all these antediluvian certificates and gratitude from 2003-2007, issued to you by someone for something! Leave just one - but a normal, fresh, up-to-date solid professional license, or certificate, or diploma, or whatever your specific requirement is...

No wobbly chairs, ragged tables, burnt sofas, cracked glass surfaces... Well, remove this piece of furniture if you don’t yet have the money to reupholster, repair, or buy a replacement. It’s better to throw in a couple of frameless “pears” for one and a half thousand rubles, if you need to somehow take up space - well, even if no one sits on them, but they will give a certain “your dude” freshness and dynamism to your office.

12. Gift certificates, loyalty programs. That is, do it so that the client wants not only to come to you again, but to bring someone else with him next time. By the way, this also works with corporate clients. You just need to think a little longer... And ask around/observe the clients to see what might stimulate them to take such an action.

An excellent example is large cosmetic chains, fitness clubs, mobile operators ( at least). Copy this ready-made and perfectly working model and apply it to your business - what exactly is stopping you? ( The first gift certificates can be printed on a color printer, if it’s really difficult... if you get rich, you’ll print plastic, no big deal!)

In addition, if you have a representative office of any federal discount and coupon network in your city ( like Groupon, but there are a lot of them now), or perhaps there is a local company with this kind of operating principle, contact them and let them plan an advertising campaign for you. They won’t take money from you for this, but you will clearly see how much you can earn in one day of such a promotion with zero investments in coverage and attraction. The decision is yours.

13. Cross-marketing promotions with partners. Organize joint promotions with your colleagues, with whom your products can complement each other for the same target audience ( “a printing house blah blah and a furniture salon blah blah - only from May 1 to May 20 they are holding a joint promotion: buy office furniture and get an 80% discount on any advertising printing!”). Promote them well by region ( You can also take the media as partners), share contacts with each other, and work with the resulting client base, each in its own format.

14. Competitions, quizzes. This is about the same thing as cross-marketing, only in a more entertaining format. Each partner performs its own function, makes its contribution - provides prizes of different formats and nature, covers the event, prints banners, programs the web, handles logistics, takes photographs, shoots videos, feeds, clothes, etc. But someone must take on the role of organizer and coordinator. For example, you, as the initiator and creator of the concept ( which you pre-send to the partners you need for your contribution).

15. Cultivate feedback from your customers. Establish relationships with them. And develop them. Invite them to express their opinion on any matter - about your services, about the same services on the market in general, conduct surveys, call to action in your communications, provoke them to respond to your messages, conduct surveys on the website or jointly with partners, give them free advice and ask to rate them, get their consent to receive your marketing materials (only useful for them and not often!).

Final word

Of course, all these low-cost marketing methods do not require a lot of money, but they do require the investment of other resources - time, effort, patience, energy, imagination and your knowledge.

Yes, and you shouldn’t be scattered about all of the described promotion methods - try each of them in turn, see - which works best for you, brings the most clients? Focus on the few that are most optimal for you in terms of the combination of time and labor costs/number of completed deals.

And one more tip that I would like to mention, but which everyone often forgets... Due to confusion and immersion in routine, probably...

Promote and sell not your company and your products, but the “emotion” and “result” of using your services and contacting your company!

Few people need the services of a beauty salon, but a beautiful haircut and a perfect manicure - yes! I am not at all interested in the services of an advertising agency, but an increase in sales by 20% in 6 weeks - let's discuss this soon! There are plenty of cheap tours to Egypt and Greece, but complete disconnection from current worries and immersion in absolute relaxation for two weeks – there are few such offers! (if they exist at all...)

So stop, colleagues, disconnect from the hustle and bustle, take a time out for the day, go to the park, turn off your cell phone, sit on a bench, relax, look at the fountains, watch people - low-budget ways to attract clients are on the market, you can come up with them. It's just that in pursuit of feverish sales and abstract results, we don't always see them.

P.S. And don’t forget that attracting a new client costs FIVE times more than retaining an old one. Therefore, do not forget about your client after the first sale (obtained by one of the methods discussed in this report), in fact, this is where work with him is just beginning!

Every entrepreneur who wants to have a profitable and successful business should be familiar with the terms: strategic planning, business plan and marketing strategy. In this article we will look at the main and most effective methods for successfully promoting products on the market, and also get acquainted with the basic definitions of marketing.

Promotion of goods on the market. Basic rules and features

Strategic planning is a process that aims to develop methods, ways of promoting services and strategies to help achieve a specific goal. This may include making a profit or successfully presenting a new product to the audience. Correctly composed tactics are the basis of successful activities.

– this is a kind of program that includes information about the company, products, methods of their manufacture, places of sale, holding various events and their success. It is drawn up at the initial stage and gives a detailed description of the future project, its expected profitability, and also describes all possible risks and losses.

A marketing move is a set of actions and activities to increase the attractiveness of the product being presented. To do this, you need to know and take into account the wishes of the buyer, focus on his needs and requests.

Bringing a product to market

Currently, developing a strategy for promoting products or services to the masses is becoming extremely difficult and time-consuming. To do this, a businessman is forced to expend a lot of effort and finances, since there is large number competitors offering more favorable terms for purchasing products or services.

The website contains articles that will help a novice entrepreneur choose the right strategy for developing his own business. It also contains useful information for business, and the basis for developing the right thinking that will help in promoting in the market.

Market launch is inextricably linked with an analysis of the current economic situation, the demand for a given product and consumer opinion. A correctly drawn up concept and long preparatory work will help to correctly present the new product and bring significant profits to the owner.

Promotion of the product on the market. What is it?

This action is understood as a combination of several marketing methods that allow increasing the share of products or services sold on the market. This process also includes introducing a new brand into the target segment, increasing its recognition and attractiveness to consumers.

This process involves conducting promotions, surveys and research, as well as large-scale advertising campaigns. It includes the following types of communication interactions with a potential buyer:

• advertising in various sources;
• competent display window design;
• attractive packaging;
• distribution or mailing of leaflets and advertising booklets.

Worth remembering! Product promotion can be considered any way of informing customers about the features of a product, its main and distinctive characteristics.

The most important stages of implementation and successful implementation are:

• increasing the prestige and popularity of the company;
• creating an image of innovators for the company and its products;
• providing complete and reliable information about products;
• justification of the price category;
• introduction into the minds of buyers of information about the distinctive features of objects sold;
• providing information about places of purchase of goods;
• notification about discounts and promotions;
• highlighting the distinctive characteristics of the company compared to its competitors.

Any company can use in its activities one or more types of product promotion in the market, which include:

1. Successful and competent advertising campaigns. They are paid forms of presenting a company's ideas and concepts.
2. Stimulating product sales. These include exhibitions, demonstrations and presentations. On them, the consumer can visually familiarize themselves with the products and form their own opinion about them.
3. Personal selling. Presentation to one or more clients for the purpose of sales and the prospect of further cooperation.
4. Formation of consumer opinion. Commercial actions aimed at increasing demand and personal assessment of consumers.

Important! For successful implementation and increased profits, a businessman needs to take into account aspects related to the location of the outlet, the qualifications of the staff and other features that are so valued by potential buyers.

To get acquainted with their opinions and desires, opinion polls are conducted. They are the ones who can answer all your questions reliably and in detail.

Promotion methods and rules

They include a number of activities related to the successful sale of products on the market. Methods of promoting a product to the market in a highly competitive environment include certain goals and activities. One of the main tasks is to create a positive image of the company. This increases confidence in the products manufactured by this company. Promotion methods include:

• formation of public opinion about the organization;
• acceptable pricing policy;
• advertising projects;
• maintaining and consolidating popularity in the market;
• promotion of sales procedures;
• positive feedback from consumers.

Thanks to the use of these methods in the activities of the enterprise, its success increases and profits increase, which is achieved due to increased demand from consumers. This once again confirms that the success of a business primarily depends on a correctly drawn up strategy, competent work of managers and the chosen form of promotion.

Marketing moves aimed at successful implementation include:

• direct implementation;
• advertising companies;
• incentive to purchase an object;

To achieve this goal, you need to know the basic rules for selling products. Let's consider the main ones in more detail.

1. Sales of the entire product line.

The attention of consumers is attracted by products decorated in the same style and having the same design. If the buyer is not given a choice and the product is on the shelf in a single copy, then the likelihood of purchasing it is reduced to zero.

1. Creating a collection.

This is an excellent way to encourage the acquisition of more and more objects in order to collect all the samples of a given collection.

1. Pleasure and benefit from the purchase.

Any thing should not only be used for its intended purpose, but also be useful, and also bring pleasure to its owner. When developing a design, you need to pay special attention to this point.

1. Merging with famous brands.

Many companies use this rule to increase sales. The joint work of the two companies is a new product under a well-known label.

1. Focus on consumer opinions.

This is one of the golden rules that must be followed. Ignoring the desires and preferences of customers will have a bad impact on the well-being of the enterprise. And those organizations that listen carefully to the opinions of their customers have greater profits and authority.

Important! For successful implementation and increased profitability, it is worth using all the described methods and rules in combination.

Selective application of the described strategies will not lead to the desired result. You need to use everything together. This is what will increase the attractiveness of the objects being sold, which will have a positive impact on the financial activities of the seller.

Key points in promoting new products and services on the market

Before “launching” a new product on the market, specialists carry out a lot of preparatory work. This is a titanic work that includes collecting data about people’s needs, their expectations and preferences. It is also necessary to carefully analyze competitors' proposals, their ideas and innovations.

For the economic success of an enterprise, it is necessary to clearly understand consumer expectations. After the release of a new product, an equally important stage begins - the development of promotional tools. To do this, all possible sources are used. Television, print media, booklets, mail and the Internet are all used in advertising campaigns, since they are the engine of trade.

But all this will not be enough. In order for a product to be liked and loved, it must be of high quality and reliable, so that the buyer has a desire to purchase it again and from you, and not from competitors. This is the key to the company’s successful activities and, as a result, its increased well-being and profit growth.

The introduction of a new product to the market is never complete without advertising, and today the most popular “platform” for promoting new products is, of course, the Internet. Read about the main free and most effective ways to promote products on the Internet in our material.

Promoting a new product on the Internet: opportunities

Most modern companies and manufacturers have taken a course to support their position by releasing new products, expanding the range, and improving it. This is due to the fact that in the current economic conditions the market is constantly changing, competition and people’s needs are growing, and only active enterprises that are ready to modernize and begin to introduce a new product to the market remain on the wave of success.

Why is the Internet, as a platform for promoting goods, so convenient and effective? Firstly, because today people search and buy almost everything on the Internet, from airline tickets and educational courses to baby onesies and medicines. The choice “falls” on online stores because any product purchased online will cost less, since there is no maximum “mark-up” as is the case with retail stores. The main advantage when promoting a product on the Internet is that an entrepreneur has the opportunity to choose the most optimal option for his business, and sometimes carry out all the promotion work using various methods and “in a complex”.

Promotion of goods on the Internet is carried out according to the following algorithm:

• formation of a marketing strategy;
• informing customers about the appearance of a new product on the market using online advertising as part of a marketing promotion strategy;
• transitions from advertising blocks to the company’s information resource (website, landing page), which contains comprehensive information about the new product and the possibilities of purchasing it.

That is, any advertising on the Internet has one main goal - to attract and interest the maximum number of buyers. It is important to take into account the characteristics of the target audience for which this product is designed. For example, if a new product is being introduced to the market - wireless LED headphones, then the advertising strategy for promoting the new product to the market via the Internet will be appropriate, that is, taking into account the age of the target group (teenagers, youth, students), its needs, financial capabilities, technical “tools” that will help retain the interest of the target audience. If a new product is introduced to the market, “targeted” at people of a more mature age, for example, orthopedic pillows, generational mattresses, then the “presentation” of advertising on the Internet will have to be carried out using other tools, other ting “moves”.

Typically, when initially promoting a new product to the market via the Internet, several “Tools” and opportunities are used simultaneously, and various methods of “stimulating” consumer interest. This gives the fastest and most noticeable effect. Let's look at 7 ways to promote a new product on the Internet.

Method one: your own website

In the materials of the online magazine “Business.ru” we have already talked a lot about how an entrepreneur can create (including for free) his own website or landing page, how to “promote” it in a short time: How to promote a website yourself; How to create a landing page to increase sales

Every modern company today has its own website, which provides all Internet users with comprehensive information about the company’s activities, the cost of services and goods. The company's website can be presented in the form of an online store, where the user can order the desired product with delivery, or it can simply be an information page - a landing page - with the ability to order a call back to the user.

Today you can make a website yourself - there are enough programs and services on the Internet to develop your own pages using standard templates, but this will only be the simplest site. In order for the website to be made to the highest possible quality, entrepreneurs need to use the services of web designers and order a website about a new product from them.

Depending on what goal the entrepreneur pursues, the format and structure of the site will differ. Marketers believe that in the first stages, to promote a new product on the Internet, a landing page will be enough, which will describe the advantages of the product, customer reviews, information about discounts, promotions, and benefits. If a whole assortment of unique products is introduced to the market, then a comprehensive information website is indispensable.

So, all users who are interested in the company’s new product will flock to your website for detailed information. That is why this resource should immediately be as informative, functional, and with a convenient user interface. But simply creating a website on the Internet today is not enough; its competent “promotion” is necessary, and the first task here is SEO-promotion, that is, search engine optimization.

Method two: search engine optimization

Search engine optimization or, as it is also called, “Seo-optimization” is a set of measures taken to “raise” a website in the results of popular search engines (Yandex, Google, Rambler, etc.) according to relevant user requests. The goal of search engine optimization is to increase website traffic, and, consequently, the number of potential customers. As we know, the higher a site is in search results, the higher the likelihood that interested users will follow the link and visit the website. Many entrepreneurs think that it is impossible to “outdo” large and well-promoted sites through SEO optimization today, but this is not so. It is necessary to correctly select the main keywords that will correspond to the most frequent user requests on this topic, and try to make the texts so that all suitable “keys” are used to the maximum.

Note
Dear readers! For representatives of small and medium-sized businesses in the field of trade and services, we have developed a special program "Business.Ru", which allows you to maintain full warehouse accounting, trade accounting, financial accounting, and also has a built-in CRM system. There are both free and paid plans.

In addition to “arranging” the right keys and filling the site with the “right” content, other site optimization is also necessary. We are talking about improving the so-called “behavioral factors”, when after a sufficient number of transitions to the site, users stay on the page for a long time, then search engines consider such a site to be of high quality and over time “raise” it to the top of the search results. Also, search engines take into account the density of keywords (that is, search engines exclude spam, too much “nausea” of site texts, their oversaturation with keywords); site citation index (if other popular sites link to your resource, this will also give the resource additional “points”).

In addition to internal search engine optimization, that is, working on content, there are also methods of external optimization, for example, registration in directories, exchanging links, advertising on blogs, social networks, posting articles, etc. Using all these tools for promoting a new product in combination, an entrepreneur will be able to achieve the desired result in a short time. Today, search engine optimization of websites is carried out by SEO specialists, but website owners can also promote their websites and new products through them independently and for free - the possibilities here are unlimited.

Method three: banner advertising

One of the most common, popular and truly effective types of advertising on the Internet today are contextual and banner advertising. By placing advertisements for your new product on banners, that is, graphic images with a hyperlink to the company’s website, which, in turn, will be placed on popular sites that are advertising platforms. The scope of influence of this type of advertising for promoting new products is much wider than other types of advertising on the Internet - they attract attention, arouse interest in a new product, and encourage Internet users to take action (go to a website, place an order, buy a new product).

Today there are a huge number of opportunities for promoting a new product to the market using banner advertising on the Internet, mostly they are paid, but there are also free ones. These are, for example, the services of so-called “banner networks”. This is a certain “community” of participating sites that work in the same system and provide each other with sites on their sites for placing banner advertising. For displaying a certain number of advertising banners on your website, its owner gets the opportunity to place his advertising on websites participating in the project. This tool is an excellent opportunity to promote a new product on the Internet.

Method four: contextual advertising

Another type of online advertising to promote new products is contextual advertising. The principle of its operation is simple and therefore effective: an advertisement for your website or a new product is broadcast on sites with appropriate content when the user’s area of ​​interest coincides with the topic of the advertised product or service. For example, if a company is promoting a unique whitening paste to the market, then the corresponding contextual advertising will pop up every time Internet users from all over the country or a specific region search for anything related to teeth in a search engine.

For example, search queries such as “dental prosthetics”, “dental treatment”, “teeth whitening”, “toothpaste wholesale”, etc. That is, the advertisement will be shown specifically to the target audience who is currently looking for information of interest about treatment and teeth whitening. Contextual advertising systems are used today to make a profit by the largest search engines, that is, this method of promoting a new product on the Internet is paid, but prices for this type of advertising vary depending on the number of impressions, which means financial investments can be minimized.

Method five: viral marketing

As mentioned above, the spread of information on the Internet is “viral” in nature, and millions and thousands of users can learn about an interesting event, product, or person in a few hours. This “effect” of the global network should be used when promoting new products on the Internet. We all send various funny pictures, videos, stories to our friends and acquaintances on social networks every day, and an unusual, bright and making people laugh advertising message spreads as quickly as other non-advertising information.

Register advertising pages in the maximum number of social networks, describe the products offered, new items, attach pictures, detailed descriptions, prices, promote each of the created pages and groups - add users to public pages, communicate with interested people, promote, advertise. In addition to free promotion on social networks, today there are a huge number of options for paid promotion. By spending a minimal amount of money, the advertiser gets a great effect.

SMM promotion today is also carried out with the help of forums and blogs, where hundreds of people share common interests, discussing goods, services, and new products. By maintaining communication in these blogs and forums, participating in discussions and “unobtrusively” promoting your new product, you “provoke” blog readers or forum participants to become interested in your new product. Of course, forums and blogs today are an excellent advertising platform.

Method seven: e- mail newsletter

Another effective way to promote goods on the Internet is gaining momentum today - e-mail newsletter, that is, sending advertising messages to the e-mail of Internet users. As a rule, e-mail messages contain information about ongoing promotions and competitions, announcements of events, discounts and bonuses. You just have to remember that you can send advertising messages by e-mail only to users who have given consent to this type of information.

So, as the experience of successful entrepreneurs around the world shows, the Internet today is a storehouse of opportunities for promoting new products or services, an endless source of various ways to establish interaction with potential clients and mutually beneficial cooperation. By competently and comprehensively using various methods of promoting goods or services on the Internet, every entrepreneur takes a risk. It risks making its products mega-popular and truly in demand.

Beautiful signs, commercials on television and radio, leaflets and gifts given by promoters, tastings and exhibitions, promotions and sales are “tricks” known to every consumer, forcing him to pay attention to the enterprise’s offer. Using them, an entrepreneur tries not only to attract attention to his organization, but also to stimulate the first purchase and turn a random client into a regular buyer.

It is already obvious to many that promotion of goods and services is a set of enterprise activities aimed at stimulating customers to make purchases. A modern enterprise has in its arsenal a “portfolio” of lazy marketing tools through which it influences its customers.

Why “promote” products? This is needed:

> to attract new customers (each product must find its consumer, and the consumer must find its product);

> to stimulate repeat purchases (it is not so much the first purchase that is important, but subsequent purchases);

> to increase consumer loyalty to the organization and its product (if the buyer is satisfied with the purchase, then he develops a favorable attitude about the company);

> to increase consumer interest in the company’s activities (a company that always satisfies the needs of its consumers and pleasantly surprises them becomes interesting in all its manifestations);

> to establish compliance with consumer expectations (promotion activities have become a habitual and expected activity of the organization from the consumer’s perspective, the consumer expects promotions, discounts, competitions, etc.);

> to get rid of the remnants of “obsolete” products (often, through promotional activities, an organization can “get rid” of the remnants of “not entirely necessary” products).

Let's look at how the above tasks are implemented in the context of lazy marketing.

You can start attracting new consumers long before the store opens. This will inform a large number of potential consumers and warm their attention to your offer. It is for this purpose that large stores at least two weeks before opening, begin active advertising, broadcasting their commercials on television and radio. Outdoor advertising and bright signs with corresponding calls have no less effect: “Opening soon!”, “New collection”.

Directly on the opening day or presentation of new collections, you can use the distribution of leaflets or promoter dolls inviting you to the store. As an addition, you can offer the buyer a tasting, a discount or a gift for a purchase.

Forming a first impression of the store– one of the decisive moments in promotion. It is important to create a welcoming and festive atmosphere so that in the future consumers will have only pleasant impressions of your company. If you simultaneously want to stimulate long-term relationships with consumers, then this is a very convenient moment for distributing discount or club cards, as well as collecting event and consumer information about consumers for the purpose of implementing event marketing. Remember, a satisfied customer shares information about the store he likes with at least 20 more friends!

If the buyer is already yours, the next task is keep it and stimulate future purchases. To do this, you can use discount and club cards, which will create an idea of ​​the benefits of cooperation with your company. It is desirable that the discounts be cumulative, which will provoke an increase in the amount of one purchase and the frequency of purchases. However, this is also not the main thing...

It is necessary to serve the buyer in such a way that he feels comfortable and has a desire to come back again. This impression is made up of the following elements:

> attentive attitude (consulting, providing additional information about the product and methods of use, providing additional services);

> taking into account consumer preferences and desires (notification of the arrival of a new collection);

> attention to individual consumer characteristics (congratulations on your birthday, happy holidays);

> creating a comfortable environment (no queues, the presence of comfortable chairs, places to park a car and place a baby stroller, pleasant music, beautiful retail equipment, etc.).

Imagine yourself in your buyer's place and you will immediately understand what he needs. Or ask him about it. Modern buyers are no longer intimidated by consultants’ questions and willingly answer them, expecting that the level of service will increase next time.

Increased loyalty - a complex marketing task, the solution of which is assigned to the entire staff. Especially for “first line” workers who directly communicate with clients. These should be not only outwardly pleasant sales consultants, but also, to some extent, psychologists. Their task includes not only selling goods, but also identifying needs and satisfying them, as well as creating an atmosphere of goodwill. The buyer may not find the model he needs, but if he likes the way he was communicated with, he will appreciate it and come again. Sales personnel must always remember that he is the “face” of the company and the impressions from communication with him are projected onto the image of the entire enterprise.

Interest in the company from consumers is manifested in the following cases:

> if she is interested in the lives of customers;

> if it is focused on meeting the needs of its consumers;

> if she values ​​and respects their time, costs and time;

> if it is open and provides information about itself;

> if it values ​​its consumers and is ready to make some concessions in order to retain them;

> if it accompanies its consumers during periods of time that are important to them.

In cases where at least some of these “ifs” are met, the consumer will be interested in what is happening with the organization. In order to satisfy this interest, it is necessary create a communication system. IN As communication channels, you can use information boards, corporate newspapers, leaflets, reports about the company in the media, interviews and personnel of the organization, personal communication with customers, a website, Direct-mail, exhibitions and fairs and much more. Tell the consumer about the history of the company, about the basic principles of activity and development prospects, about products and services, about how you love and value your consumer. Offer to participate in the development of promotions or in a survey, or in holding a children's competition.

The modern consumer is tempted by various unique commercial offers. The competitive market environment has led to offers everywhere for price reductions, additional services, gift vouchers, etc. These tools have become “expected”. If a female buyer comes to a store and is not offered a discount on a product she likes or is not given a discount card, then her expectations are not met. For the buyer of household appliances, purchasing on credit and delivery of goods to their home has become “expected”; for the buyer of a mobile phone, free setup of Internet access and MMS; for the client of a sports club, a personal locker in the locker room and always clean towels. That is why an organization must constantly enrich its product, complementing it with related products and services in order to meet the “expectations” of its consumers.

In turn, if your offering exceeds customer expectations, then you have been able to develop a competitive advantage that will set you apart from your competitors.

Each product, just like a person, just like an organization, has its own life cycle. And it happens that it ceases to be popular or as necessary for the consumer as before. This leads to a significant decrease in sales volume and accumulation of goods in the warehouse. In this case, you can use promotion tools. For example, offer this product at a reduced price or use it as a free gift (after first finding out whether your consumer needs it).

All of the above tasks are implemented by enterprises to varying degrees depending on the market, field of activity, specifics of the product or service, consumer expectations and level of communication with him. Nevertheless, despite the fact that some task at some point becomes the most urgent, we also cannot forget about the others. This will significantly reduce the overall impact on the consumer. That is why we are talking about a promotion system in which all elements are important and interconnected.

The elements of the promotion system include advertising (in all its forms), sales promotion activities, merchandising, participation in exhibitions and fairs, personal selling, direct mail, event marketing.

They can also be presented structurally (see Table 3).

Promotion of products and services is carried out differently in different companies. However, it is possible to define some stages that are standard for all:

> defining goals and objectives for promotion;

> identifying the target audience;

> selection of promotion tools;

> budgeting for promotion;

> determining the time frame for promotional activities;

> determination of promotion efficiency indicators.

Promotion of products and services can be carried out either directly by the enterprise or by resorting to assistance from specialized agencies.

If an entrepreneur decides to organize the promotion process using his own employees, then he needs to be prepared for painstaking and creative work. It is important to identify not only the products that need to be promoted, but also to conduct a consumer survey to determine which tools will be effective. Here, the role of sales personnel is invaluable, since it is the sales floor workers and managers, who actively communicate with customers, who can provide the correct information about their interests and expectations.

At the same time, if you decide to entrust this responsible task to a specialized agency, then you need to remember the following:

> young agencies can often be very creative and provide a more comprehensive range of services and options at a lower cost;

> involve the agency in budget planning so that they know the limits of your financial capabilities and act within them;

> be sure to describe the promotion model proposed by the agency to managers and sales staff; they will certainly be able to provide useful comments and additions.

The promotion process consists of the following stages: preparing information for the consumer, choosing a channel for transmitting information, transmitting information, receiving feedback, assessing the effectiveness of promotion and conclusions.

The information message for the consumer should be bright, short, and memorable. This could be a small and bright slogan that could be passed on from mouth to mouth.

The message transmission channel must be accessible and convenient for the consumer. When posting a television commercial, determine whether the broadcast time will be convenient for the potential consumer. If you plan to use outdoor advertising, then think about whether your target audience pays attention to it. The same applies to the placement of POS materials. If the sticker contains information about a children's product, it should be located at the child's eye level.

Information transfer process should be quick and easy for the consumer. Also, it should not be accompanied by large financial costs.

It is important to find out what effect the information message had on the consumer, whether he found it interesting and whether it allowed him to solve the problems.

Evaluating the effectiveness of the promotion process depends on the planned indicators that were determined before the implementation of the promotion program. It is possible to determine not only economic efficiency, focused on an increase in sales, but also a social effect, due to which the company’s image is enhanced and consumer loyalty is increased.

Promotion management has in its arsenal a variety of means to achieve goals: advertising, publicity, sales promotion, point-of-sale advertising, the use of sports and entertainment events, personal selling. We offer the following brief definitions of the concepts used.

In a broad sense, advertising influence is carried out through the use of media: newspapers, magazines, radio, television and others (outdoor advertising: billboards, banners, advertising on transport, signs), or through direct contact with the buyer using mail.

In order to develop a bright and meaningful advertising message, as well as choose the most effective channels and means of advertising, it is better to contact a specialized advertising agency.

Publicity is not a personal appeal to the target audience. Forms of publicity include: official statements in the press by company representatives, messages in news programs, comments by editors in the press about the company’s products or its activities. This information is not paid for by the company itself and forms an idea of ​​reliability and objectivity in the minds of consumers.

Modern marketers have come to the conclusion that to increase the effectiveness of publicity, it is better to use a wider range of public relations tools (public relations) than just publicity.

Sales promotion is a set of marketing activities aimed at stimulating customers to purchase the company's products or services in the near future. Sales promotion in the activities of companies is presented in the form of promotions (BTL and ATL), loyalty and customer retention programs, events, merchandising, bonus schemes, exhibitions, fairs.

Sales promotion affects all participants in the supply chain: from the distributor to the end consumer. For each link, programs are developed that stimulate specifically its purchasing activity.

Sales promotion in the sales channel includes presentations of the company's products and services, development of retail equipment that allows better presentation of the product to the end consumer, incentive programs for distributors, supervisors, and sales representatives. In order to develop an effective program, you need to analyze the effectiveness of previous programs, find out the needs and motivational expectations of the sales entity.

Information about programs aimed at stimulating customer purchases or increasing consumer satisfaction is placed on product packaging, advertising materials, POS materials, and television and radio commercials. Such information can be transmitted by special consultants (distributors), promoters - during promotions, consultants - at exhibitions and fairs, dispatchers - on hotlines.

As part of the implementation of sales promotion activities, other marketing tasks can be solved.

Sales promotion activities undoubtedly include various competitions that are held in the store. For example, a “competition for the best drawing” in a supermarket. This event can pursue the following objectives: attracting consumers to the store, informing customers about new products and forming a positive attitude towards the company. Parents who bring their children to this competition can shop and receive information about new products and services. At the same time, they will enjoy the fact that the store took care of their children, appreciated their creativity and gave gifts.

Product presentation at the time of purchase is also a sales promotion tool that is often used by fast food companies. For example, sellers at McDonald's, before issuing a receipt for a purchase, will definitely offer some additional product from the assortment, which will increase the amount of the order. If the form of presenting this information is unobtrusive and polite, then the consumer perceives it positively and often buys the recommended product. Thus, investments in personnel training in sales promotion techniques at the time of communication with the consumer are justified and allow the company to increase profits.

The use of entertainment and sporting events as sales promotion activities is not carried out as often as promotions, but their effectiveness is also justified. In addition to the fact that they have a significant impact on sales growth, they also carry a large image-forming load. The positive emotions that a consumer or buyer receives while attending a concert or participating in a sports relay race further form positive associations with the organizing company (customer).

Personal selling is an important sales promotion tool, focused primarily on creating optimal contact with the consumer at the time of selling a product or service to him.

The above promotional tools can be called a complex for promoting the company’s products and services. Thus, promotion management is the coordination and balancing of various marketing tools in order to stimulate additional sales, create a positive image, and attract new consumers.

Promotion management must be consistent with the company's overall marketing goals and contribute to their achievement.

According to marketing research, 85% of purchasing decisions are made directly in the store. The buyer, while in the sales area, is exposed to displays, advertising materials, music and makes unplanned purchases. It is for this purpose that modern retailers use various tools to increase the consumer’s time in the store and stimulate his purchasing activity. Therefore, by beautifully and correctly displaying the product on the shelf, you can significantly increase its sales. Thus, merchandising can also be used as an effective lazy marketing tool.

Merchandising of the sales area- This is a very effective lazy marketing tool that significantly affects the competitiveness of a trading enterprise. How comfortable the consumer will be in your store largely determines how much money he will spend and whether he will return to you again. Modern literature provides a large number of definitions of merchandising. However, in this manual, merchandising will be understood as a system of measures aimed at attracting the attention of consumers and stimulating their purchases through the design of the sales floor and ensuring effective display of goods.

All merchandising techniques are obvious and simple. There is no need to carry out any complex calculations and measurements here. The solution to the problem, as a rule, is on the surface. This is why it has everything to do with lazy marketing.

To understand the essence of merchandising, it is necessary to determine some of its categories.

Place of sale– a place on the sales floor where the buyer can see the product and make a decision about its selection and purchase.

Main point of sale– the only place in the sales area where the entire range of a certain product group is presented.

Additional point of sale– a place on the sales floor used to increase the likelihood of purchasing a product (outside the main point of sale).

Assortment group– products with similar consumer characteristics, presented under the same brand.

Assortment item (SKU – Stock Keeping Unit)– one brand in one type of packaging, one volume.

Single corporate block– all the company’s products are grouped into a single corporate unit at the point of sale.

Facing– a unit of product of a certain brand, type, packaging, visible to the buyer.

POSM (Point of Sales Materials)– advertising materials located in the sales area or directly at the point of sale.

TO main areas of merchandising can be attributed:

> ensuring effective stock;

> the location of product sections in combination with the needs of consumers and the benefits of the retail enterprise;

> ensuring display of goods;

> use of additional points of sale;

> musical accompaniment of the purchasing process;

> provision of POSM materials;

> decoration of the sales area in accordance with the corporate style of the enterprise;

> ensuring a comfortable consumer presence in the store;

> development of economic efficiency of merchandising.

Modern merchandising is based on several principles:

1. Ensuring cleanliness. The first thing the consumer pays attention to is the cleanliness of the floor in the sales area, the absence of dust on the shelves and goods, and the neatness of the sellers and consultants. Therefore, before arranging commercial equipment and goods, it is necessary to ensure cleanliness. Imagine yourself in the consumer’s place: you go into a store, choose a product, and there is a layer of dust on it... Surely, you will form a negative attitude towards the store and get the feeling that the consumer is not loved here.

2. Providing an overview of the entire product for the consumer. When a consumer enters a sales area, he must immediately understand where he needs to go to buy everything he needs. For this purpose, indicators of product sections are placed in the sales area and maximum visualization of goods is ensured.

3. Availability of goods for consumers. The product should be as accessible to the buyer as possible. Availability refers, first of all, to the ability to take a product without making any serious effort. It is also necessary to take into account the consumer purpose of the product. If this is a product for children, for example, a toy, then it must be placed at the child’s height level.

4. Comfortable presence in the store. The concept of comfort is very broad, and its essence largely depends on the individual characteristics of a person and his psychographic characteristics. However, it is possible to define a number of standard comfort requirements for the general population of consumers. These include the following.

1. Ease of movement in the sales area. A person must move freely through product sections without bumping into other people or touching store equipment.

2. Music in the shopping area. Musical accompaniment of the shopping process is an effective means of stimulating sales. According to the results of marketing research, dynamic music causes active movement around the sales floor and accelerates the purchase decision-making process, increasing impulse purchases. Slow (most often classical) music relaxes the buyer and ensures a longer presence in the sales area. It is used in sales areas where carefully selected and expensive goods are presented. Modern retailers select music that is most suitable for the store’s positioning, as well as the behavioral characteristics of the buyer.

3. Quality service. Store personnel must be ready to assist the consumer at any time. The politeness of salespeople and consultants and the ability to provide all the necessary information are highly appreciated by customers and form loyalty to the store. Quality service also requires careful attention to the needs of the buyer. For example, if a woman with a small child comes into the store, a good consultant will certainly help her place the baby stroller and buy everything she needs as quickly as possible.

4. Providing additional services (entertainment, information and others). Often, a buyer comes to a store not only to make purchases, but also to receive advice about a product or how to use it, or, for example, to pay for cellular services through a machine. That is why the store must have the necessary attributes to satisfy the corresponding needs.

5. Availability of auxiliary equipment, facilitating the shopping process - shopping baskets, trolleys, chairs for relaxation, stands for bags, special places for entertainment and distraction of babies accompanying their mothers.

6. Comprehensive use of merchandising tools. All merchandising tools must be used together. While arranging the product beautifully on the shelf, it is also important to ensure the presence of price tags and POSM. In the children's goods section, it is necessary not only to make toys accessible, but also to organize a place for entertainment for children, allowing their mothers to shop in peace.

7. Ensuring shelves are stocked. It is important to give the consumer the impression of constant availability of all the assortment he needs in the store. Therefore, shelves should always be stocked with products that satisfy consumer needs.

8. Ensuring that products are informative. Product packaging must contain all the information necessary for the consumer. Moreover, its main part (name, weight, fat content, etc.) should be duplicated on the price tags.

9. The price should be clear to the consumer.

10. Layout structure. The placement of brands and assortment items on shelf space must be carried out in strict accordance with the assortment matrix and consumer expectations. As a rule, manufacturers, when presenting a product to a store, provide a ready-made assortment matrix that corresponds to the positioning of the product.

11. Compliance with the rule of priority of product location. The store has to take into account the needs of not only the consumer, but also the manufacturer or supplier of the product. Therefore, the priority of product placement on the shelf is determined in accordance with the marketing strategy of the enterprise. A product for which a promotion or some kind of marketing program is being carried out during a given period is placed in priority place.

12. Ensuring cost-effectiveness of using merchandising tools. All merchandising tools and methods should help increase sales and generate profit. Therefore, it is necessary to constantly evaluate the economic feasibility of their use.

Thus, following these principles will allow the trading enterprise to provide effective sales promotion and build consumer loyalty to the store.

The following factors influence how the product will be presented in the store:

1) the image of the store - for example, all sizes of one product are presented at once - this creates a sense of orderliness;

2) packaging - by piece, by weight, etc.;

3) nature of the product - bottles (on the shelf), cosmetics (samples).

There are the following methods of presenting goods in the store:

> ideological presentation of the product - it is based on the image of the outlet (furniture is arranged to show how it would look in a home environment), products are grouped to show options for their use;

> grouping by assortment groups and styles (remedies for fever, painkillers, cough suppressants, etc. - pharmacies display appropriate signs next to drug groups to facilitate search and selection);

> organization by color scheme (rarely used);

> price equalization (several goods of the same category, sold at different prices, are displayed side by side) - allows you to create the illusion of price choice;

> vertical representation that takes into account the movement of the human eye;

> volumetric presentation – a large amount of goods is displayed (for example, mountains of fruit in the vegetable department), which creates the impression of redundancy of goods;

> frontal presentation – the most attractive side of the product is demonstrated (for example, books are shown front side).

Under the atmosphere of the store visual components are understood - color, smell, lighting, music, which stimulate the emotional state (for example, a restaurant with a cozy atmosphere, dim lights). Lighting allows you to highlight the product (the direction of the light beams highlighting the product should be 3 times brighter than the main lighting). Different shades of light can be used to create a certain mood. Different colors can also cause a certain reaction. There are warm (red, yellow) and cold (blue, green) shades of color. They create the exact opposite psychological reaction. Warm colors are more suitable for food service outlets, stimulating the appetite. Cool tones are useful when selling expensive items. When it comes to odors, women are more sensitive to them than men. To attract customers, some stores use timed fragrances that spray the scent at certain intervals, i.e. they use aroma marketing.

Merchandising can be represented as a set of rules for the effective presentation of goods on the sales floor, as well as their highlighting through various POS materials. Merchandising Tools allow you to stimulate product sales without the use of sales personnel. Thus, merchandising technology to some extent replaces sales assistants in stores and allows you to more actively attract customers.

The main thing in merchandising is that all rules must be tested in practice, directly on the buyer. The manufacturer's opinion on how the product should be displayed on store shelves will have no meaning if it does not correspond to the buyer's opinion. Changing the location of product categories and displays in the sales areas of household appliances, mobile phone and grocery stores often lead to significant changes in sales. If you attract a buyer to a product by highlighting it in some way, you can significantly increase its sales. Thus, the main subject of merchandising, in relation to whom all its tools are used (POSM, display, sound effects, aromarketing), is the buyer. It is to attract his attention that planograms, display diagrams, beautiful and bright posters, signs, price tags, etc. are developed.

The merchandising concept is based on three basic laws: Stock, Location, Presentation. Let's take a closer look at them.

Law of stock. In order for the store to always have the product the buyer needs, it is necessary to determine the volume of the maximum stock, i.e. the amount of product that should be presented on the shelf and stored in the warehouse for a certain period of time (until the next order).

Law of location. In the sales area, you can distinguish both priority places (places that are as close as possible to the buyer and attract his attention) and non-priority places (badly visible places with a low level of accessibility for the consumer). In this regard, it is necessary to know the sales volumes of certain product groups, brands, types and packaging and, in accordance with this, organize all this on the sales floor and on the shelf space. It is also important to position the product facing the buyer. However, this is not always possible due to the limited size of the shelf and due to the uncertainty of the “face” of the product.

Law of representation. The consumer must and has the right to know all the necessary information about the product: consumer properties, manufacturer and seller data, weight, dimensions, composition, safety data, method of use, side effects, expiration date, etc. Therefore, the packaging of the product or the documentation accompanying it must contain all this information. The buyer should not make an effort to get all of his questions answered regarding the product he wants to buy. In order to provide additional information that attracts the buyer's attention, POS materials and various information tools are used.

The practice of interacting with consumers shows that several points are a priority for them when making a purchase.

1. Specifications, and especially the properties that ensure the safety of using the product. If a buyer wants an iron with an automatic shut-off, this is the feature they will be looking for.

2. Brand. If the buyer has already formed a certain positive attitude towards the brand, then it will be difficult to convince him of the product of another brand. For example, if a buyer has been using Sony household appliances for a long time, then he is unlikely to want to buy a TV or radio of any other brand in the future.

3. Price. When making a purchase decision, the buyer is guided by a certain price that he is willing to pay for the product. If the product is more expensive, then there will need to be compelling reasons for him to purchase it.

4. Design . The current stage of technical development of household appliances has practically equalized household and computer appliances and communications equipment in terms of configuration and functional content. Therefore, the buyer, when choosing a microwave oven, having determined the functional category, the next step will be to choose the design of the oven in accordance with the design of the kitchen. Thus, product design became a priority factor in the purchasing decision.

Merchandising in the household appliances industry has become very important. This is due to the fact that the buyers of this product, for the most part, are not specialists and have little understanding of the intricacies of the design of various devices. Moreover, they don’t want to know this, since they prefer to spend time studying some more important things and solving other problems.

An important concept in merchandising is zoning. Zoning– this is the distribution of service and retail areas of the premises. In a store, the location of product categories and service areas must comply with certain rules and requirements (safety, convenience, compatibility). Service areas should be located away from the customer so that the work of the staff does not interfere with customers.

According to certain sanitary standards Food products should be located at some distance from household chemicals. Packaged dairy products must be placed in special refrigerators that ensure the safety of their consumer properties and are as accessible to the buyer as possible.

In each store, you can identify certain areas that require special requirements due to their importance to the buyer. For example, "entry" zone is extremely important, since it allows a person to “enter” the store and understand that he is no longer on the street. Therefore, depending on the time of year and weather, these areas are equipped with split systems, which, by blowing cold or warm air, create a feeling of comfort when entering the store. Lighting is also important - it should be bright, but not shocking.

Service areas, which include the consultants' area and the cash register area, occupy a certain fixed amount of space. This size can only change depending on customer flow. The usable area can be calculated as follows: subtract all service areas from the area of ​​the sales floor. As a result we get to the buyer (which should be at least 70%) and the display area, respectively, about 30% of the usable area. If the buyer's area is smaller than the specified size, then it will be uncomfortable for buyers to walk around the sales floor; they will push each other and violate each other's “intimate” space. Therefore, the buyer’s main thought will be to leave this store, since he is not comfortable in it.

5. Grouping . Correct grouping greatly simplifies the problem of choosing a buyer. It becomes much easier for him to find the product he needs and get information about it by studying the packaging. Only if this does not satisfy him will he call a seller or consultant.

An effective grouping must satisfy the following requirements: attractiveness and interchangeability.

Maximum attractiveness – dedicated, clearly visible blocks of products. They allow the buyer to quickly determine where the desired product category is located.

Maximum interchangeability – interchangeable goods should be located nearby, which will allow the buyer to quickly find an alternative to the desired product.

This criterion can also be applied to household appliances. For example, buyers choose a TV based not on the brand, but on the diagonal size. If a person has already decided on this indicator, then he does not need a TV of a different size; therefore, in the corresponding block with a given diagonal, different brands and designs can only be presented. Models with a different diagonal will need to be separated into other blocks.

6. Additional sales locations - This is a springboard for wars between suppliers, since they are a source of large profits. Additional sales points are used to attract buyer attention to a product outside the product category block.

When registering an additional point of sale It is important to follow the following rules.

1. The priority place in the hall is located where a person either makes a purchase decision, or in a place where he is forced to stay for a relatively long time (for example, a checkout area, an area of ​​durable goods).

2. Limited number of SKUs. No more than 1–2 product SKUs should be presented at an additional point of sale. A person should not have a problem choosing one product item. If the buyer sees an additional place for selling the goods he needs, then there is no need to provoke him to think long and hard.

3. Remoteness from the main place of sale. The additional point of sale should be located so far from the main one that it is not entirely convenient for the buyer to return to the main display (where he may want to choose a competitor’s product).

4. Duplication of products. At an additional point of sale, it is advisable to duplicate products, and even better to ensure a maximum stock of the product, designed for higher demand.

7. Product placement on the shelf. The buyer should, without effort, find the product he needs on the shelf space and understand how he will use it. Therefore, it is important not only to provide the product with the necessary information, but also to provide it with additional materials that allow the buyer to imagine how it will look during its use (mannequins, catalogs, interior modeling). It is for this purpose that furniture showrooms create an imitation of a real kitchen, with a certain decor and kitchen utensils, to demonstrate the benefits of products.

The buyer should always be sure that when he comes to the store, he will find all the products he needs (depending on the specialization of the store). If this is a grocery supermarket, then it must have bread, meat, semi-finished products, drinks, etc. Moreover, they must be as accessible as possible as the buyer moves in the sales area. In order to make this path easier, you need to use indicators of product categories, various navigation pictures and drawings, and beacons. The use of such tools will ensure maximum independence for buyers and will largely free sales staff from consulting on these issues.

When using pointers It is advisable to place photographs or drawings of product groups on them. In the description of the product, it is important to indicate its advantages and priority consumer characteristics. The list of properties that are important to the consumer must be consistent with the real opinion of the buyer. If, when choosing an iron, the buyer is guided by the following indicators: brand, presence of a steamer, energy intensity, presence of additional functions, then on the price tag or information sheet they should be indicated in the same sequence. Thus, the buyer, having glanced at this text, will immediately determine whether this product is suitable for him or not.

It often happens that, despite the efforts of the sales staff and reasonable prices, customers still feel uncomfortable and want to leave the sales area quickly. What is the reason? You need to decide on the criteria for comfort.

To the factors that shape comfort, These include lighting, design of the sales floor and its attributes in a corporate style, easy navigation, smells, uniforms of sales personnel, availability of rest areas, and sound. To create comfort and coziness in the sales area, luxury clothing stores play classical music, listening to which, customers relax and are in no hurry to leave the store. Sportswear stores use dynamic music that matches the style and prompts quick purchasing decisions.

Lighting of the trading floor, design of commercial equipment should also be executed in the same corporate style of the company and emphasize the advantages of the product. Using this technique helps to “accustom” the buyer to the corporate combination of colors and fonts, and after a while he will automatically recognize the company’s products on the shelves.

Similar brand association companies are seeking not only in the field of trade and production, but also in the b2b sphere, for example, cellular operators. The Beeline brand in its black and yellow design is represented on a huge number of attributes, from clothing to kitchenware. That is why almost every resident of Russia associates this color combination with the Beeline brand and, accordingly, the company and its products.

Sound accompaniment of the purchasing process, as noted above, it also plays a big role in stimulating sales and is a merchandising tool. It can be noted Several rules in the selection of sound accompaniment.

1. Music should not be too loud. Unusually loud sounds irritate the buyer and arouse the desire to leave the room in which they are heard. Therefore, the music should not be loud, but also not strain the ears, otherwise the buyer may be distracted by trying to hear what is being sung in the song.

2. Music should be melodic and non-aggressive. Even sporting goods stores, when selecting music for sound, try to avoid aggressive notes and melodies. Calm and medium tempo music calms the buyer, makes him move slower, relaxes him, and increases his propensity to buy.

3. It is desirable that the music selection contain melodies that are classic in a certain style. The latest hits of music competitions may be unknown to some or irritate some buyers.

4. In order to make the optimal selection of music, find out from your consumer what he listens to and try to take into account his preferences.

We must not forget that seller – continuation of equipment. Vendors must wear a uniform that distinguishes them from ordinary visitors, using corporate colors and, preferably, a company logo. Sewing a uniform and putting the salespeople in it is an important task, but making sure the uniform is always in a clean and tidy condition is even more important. A dirty and torn uniform causes irritation and hostility among the buyer, which is undoubtedly projected onto the company to which it belongs.

Labels, tags, shelf talkers and similar attributes indicate quality, price and other characteristics, highlight the product and encourage customers to purchase it. Thus, make sure that they are bright, memorable and effective.

Various coupons and vouchers for gifts from the company, which can be attached to the product or located next to it on the shelf, also encourage the buyer to make additional purchases and help increase demand for the product.

When developing your display, make sure that the main product is accompanied by complex sets. Some shoppers may want to buy a set of products, and so this kind of product ensemble may come in handy. Also remember that it is much easier to convince a buyer to buy several products at once than to come back for the product again.

If the buyer seeks advice from the seller, then these recommendations should not be too intrusive, since not many people like to have a product imposed on them. Therefore, it is necessary to conduct training with sales personnel on the subject of their work with customer requests and constructing an appropriate conversation.

In order to create a feeling of high demand for a product, you can use a merchandising technique such as "caries effect" . Its essence lies in the fact that an empty gap is left in the display of a certain product, either in a central place or close to the center. One gets the impression that this product is popular and is actively purchased by store visitors. Therefore, there is a desire to purchase it as well.

You can also use another merchandising rule in your practice, which is called "borrowing popularity": Products should occupy space on shelves in accordance with their sales level. Therefore, place products with a low sales indicator in the middle of the shelf, and with a high one - at the beginning and end of the row (thus, being surrounded by strong products, weak products receive additional attention from buyers from them).

Placing the product at eye level significantly increases its sales (according to various estimates by 70–80%). Therefore, this place is the most priority and expensive.

The use of branded price tags, shelf talkers and labels from manufacturers significantly improves the image of the store and product.

Obviously, buyers are more willing to choose goods whose price is clearly visible (obviously, thanks to our mentality, we are embarrassed to ask for a price that we can’t see well or not see at all, and approaching a device that reads it is generally a problem). Therefore, price tags need to be placed exactly under the product to which they correspond, and to ensure maximum accessibility of this information for “modest and shy” buyers.

Demonstration stands, posters, as well as labels, tags etc., provide an additional opportunity to tell potential buyers about your products, their competitive advantages and help them decide that your product is exactly what they need.

Can you suggest the following algorithm for organizing a merchandising management system, following which, achieving the set goal is possible without the expenditure of serious effort.

1. Development of a store positioning concept: for whom the goods are sold, for what customers does the store exist?

2. Identification of target customers, segmentation, identification of major and minor groups.

3. Determining the behavioral characteristics of the target buyer.

4. Development of merchandising standards, planograms and determination of shares of brands, product groups, categories.

5. Direct placement of goods on the shelf.

6. Control over compliance with merchandising standards.

7. Monitoring merchandising performance indicators and monitoring consumer behavior.

8. Changing standards and planograms.

POS materials, depending on their functionality, are divided into POSM advertising and POSM information. TO advertising POSM include materials advertising a specific product or brand, as well as equipment and devices that perform an advertising and demonstrative function.

Product manufacturers are generally interested in highlighting their products and placing promotional materials. There are a few simple rules to remember when placing POSM.

1. Advertising will be effective only when placed on no more than 15–20% of the total area where goods are displayed. An oversaturation of advertising materials confuses the consumer and does not achieve its goal - highlighting one product.

3. Information POS materials are placed to provide the consumer with important consumer information about the company’s products, services, department locations, etc.

Types of POS materials:

> signs;

> floor stickers;

> price holders; shelf stickers and posters, wobblers;

> wall posters;

> framework systems;

> racks for printed products;

> auxiliary accessories;

> additional layout.

> find consumers (distribute through available communication channels);

> be understandable to the consumer (the information message must be understandable);

> be pleasant (not cause irritation and aggressiveness);

> be timely (provide information about relevant and available products);

> be memorable (information messages and slogans should be easily remembered by the consumer and evoke associations with the product or manufacturer (seller)).

If an advertisement meets all the above requirements, then it can be called good. However, this is not exactly the indicator that businesses should strive for when developing and placing advertising. Advertising must be effective and bright. This is ensured by the presence of extraordinary creative ideas, the use of creative plots, and humor. Advertising must evoke certain emotions - this is the key to its effectiveness.

Advertising effectiveness assessment involves determining the ability of an advertising message and an advertising medium to convey certain advertising information to the target audience or to form a desired attitude towards a product (service) or company for the advertiser.

Most often, to evaluate effectiveness, the increase in sales volume (or profit) obtained solely as a result of advertising events is determined. And this is despite the fact that in practice the reporting period is taken to be the period of the advertising campaign, taking into account costs and sales growth accordingly.

However, as a rule, after an advertising campaign has been carried out for some time, there is also an increase in buyer interest in the product, the so-called “exhaust”, which can also be accompanied by an increase in sales volumes and increased loyalty to the product and the company.

The preliminary stage of calculating economic efficiency is determining the profitability of advertising events, showing the ratio of profit received to costs. It is determined by the formula:

Additional turnover is calculated using the formula:

Тд – additional turnover under the influence of advertising (in value terms);

P – increase in average daily turnover for the advertising and post-advertising period (in%);

D – number of days of accounting for turnover during the advertising and post-advertising period (in days).

Widely used in practice method for determining economic effect (E):

Нт – trade markup, margin (as a percentage of the selling price);

We can offer several ways to calculate advertising campaign performance indicators:

> the “implementation” indicator, defined as the ratio of the number of people who remembered the advertisement to the number of people who did not remember it;

> indicator of “involvement” in consumption, which is defined as the difference between the number of buyers for every 100 people who remember the advertisement and the number of buyers per 100 people who are not familiar with the advertisement.

The degree of attractiveness of outdoor advertising can be determined by calculating the ratio of the number of people who paid attention to advertising media during a certain period of time to the total number of people who passed by the advertising medium during the same period.

Exhibitions and fairs are effective and popular sales promotion tools.

Exhibition is an organizational event where you can demonstrate and present the company’s products and services. Exhibitions can be either periodic (annual, quarterly, etc.) or situational (timed to coincide with an event, for example, Trade Day). Exhibitions have a distinct industry character, i.e. they involve enterprises from the same industry or market.

Purpose of participation in the exhibition – demonstration of the product portfolio and its development potential, informing about the company, collecting information about competitors. Often, after participating in an exhibition, a company defines new horizons and directions of development for itself, begins to cooperate with new partners, and identifies new consumer segments for itself.

Participation in the exhibition is in many ways an image event. You need to clearly understand that not only your competitors will probably be present at the exhibition, but also partners, intermediaries and, of course, consumers. That is why the information that the company will present must be analyzed from the perspective of safety for the company and importance for all these categories of participants.

Need to prepare visual materials, product samples, catalogues, which can attract attention and which can be distributed to everyone. Souvenir products, which carry manifestations of corporate identity, play a major role in shaping the image at exhibitions.

If a company has the opportunity to participate in exhibitions, then it should take advantage of it. Companies that are actively developing their own exhibition activities, as a rule, are able to demonstrate their own competitive advantages and do not suffer from a lack of clients. Moreover, it is obvious that they are aimed at long-term and successful development.

Fairs is an organizational event, the purpose of which is not only to demonstrate the company’s products, but also to conclude contracts. Fairs are held on an annual basis and attract a large number of consumers.

At fairs, consumers have opportunity to taste the product. Accompanying elements of the fair are entertainment events: concerts, performances of ensembles. At the fair you can not only look, but also buy.

Fairs also have a pronounced image focus, but are mainly focused on popularizing the product among consumers.

Organizing a company’s participation in exhibitions and fairs is an important and responsible task that is best entrusted to professionals. In modern conditions, the organizers of these events offer their services to assist in preparing a company for an exhibition or fair, producing souvenirs, promotional materials, etc.

Thus, The company's participation in exhibitions and fairs provides the following advantages:

> demonstration of goods and services;

> providing interested parties and companies with information about the company;

> drawing attention to goods and services;

> obtaining information about market development trends and competitors;

> formation of a positive image;

> product positioning;

> search for profitable partners;

> conclusion of transactions;

> identifying potential consumers and partners.

Organizing participation in exhibitions is a complex multi-stage process, the implementation of which is best left to specialists. However, if lazy marketers want to do this on their own, there are a few important issues that need to be addressed first.

1. Determine the goals of participation and correlate them with the profile of the exhibition. If your goal is to find new suppliers, then it is better for you to register as a visitor or guest to an exhibition in which suppliers are participants. If the purpose of the exhibition is to find new clients and demonstrate your own advantages, then you need to declare participation in an industry exhibition or fair.

2. Prepare demonstration materials: catalogues, prospectuses, brochures, leaflets, presentations and souvenirs.

3. Send invitations to your clients and partners.

4. Book an exhibition space.

5. Ensure maximum visibility and accessibility of exhibition materials to exhibition participants.

By following the above tips on using lazy marketing tools in the field of promotion, a company can significantly increase its own competitiveness with maximum effect.