Editor's Note: The terminal is the best in the world. This is the new marketing point of view after the channel is king. As marketing is becoming more and more important, it is getting more and more recognition and recognition from marketers. Counters, specialty stores, retailers, supermarkets, shopping malls, etc., all belong to the so-called terminal of the scope we are discussing. It is they who face the consumers and they are the ones that determine success or failure. In order to do something at the terminal, the first is the tempting terminal profit chain allocation; the second is the integrated terminal promotion strategy, focusing on the strength of “integrationâ€. The distribution of the terminal profit chain, that is, the return on investment of the product at the terminal, directly affects the terminal service provider's passion for the product. The main task of integrated and perfect terminal promotion is to guide consumer behavior, change consumer attitudes, and attract consumer eyeballs. The fundamental way to “integrate†is to let consumers understand the brand (including products, services, corporate culture, etc.) through various effective ways or ways, and finally reach a consensus with the target consumers in some aspects to promote consumer behavior. . The concept of marketing promotion is very simple, but the difficulty of actually promoting the product is relatively large, because the promotion involves a wide range of aspects, such as we need to carefully choose in the promotion media, we need to be serious and meticulous in implementation. Tracking, we need to work hard on the executive staff to understand the promotion intentions, etc., every mistake in the link may cause the failure of the entire integrated marketing promotion. Therefore, the promotion of marketing strategies is like a thin ice. There are too many aspects involved in integrated marketing promotion. This article only focuses on how to find the marketing promotion goal through “behavior action line†and how to grasp the effective ways of marketing promotion. Just as everything has the same basic elements of time, place, and people. When we start marketing, we must first understand who we are promoting. That is, according to our product positioning, who are our target consumers? Where are they? In fact, all consumers are our target consumers, because everyone has to be satisfied, change the needs of the present, have a good life, and will be affected by the consumption of friends or family or fashion trends. But what I am talking about here is the stage target consumer, that is to say, the person who has the purchasing ability and has the purchasing ability and is preparing to produce the purchase behavior. Many people want to buy a house to buy a car, but not everyone has this kind of purchasing ability, and there is no purchasing ability and there is a desire to buy. It is called a potential consumer. Capturing target consumers and educating potential consumers is the ultimate goal of marketing promotion. To find our target consumers, we must first understand our brand (product) positioning. Only by knowing the positioning of your products can you find the right consumer groups based on the positioning of the products. Is the positioning high, medium or low? Is the consumer group a white-collar worker, a housewife, or a young and active teenager? Is the consumer's personality a fashion trend, peace of mind or traditional nostalgia? These, we must first understand clearly, if not, then we are equal to the scorpion touch, like what to think of what is what. This is meaningless and sad for a product. When we understand the positioning of our products, we can only start the marketing promotion, because we can only promote and promote ourselves if we understand ourselves. First, we must understand a concept: behavioral lines. What is the behavioral line? That is the life circle or life radius of the target consumer, which is what we usually call the "three points and one line" concept. We must first understand how many lines do our target consumers have? Where are their interests? Behavioral movements are generally composed of the following aspects: What do you like to do? How are the usual time arrangements? Where are the main places they contact? What are the main newspapers to read? What is the main topic of discussion? and many more. We can only understand what the target consumer is doing and find him in order to penetrate the concept of consumption.
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