Promotional items are the most direct way of communication

"Sugar, Alcohol and Wine Weekly": From black land with lighters to the estuary alcohol Zhuge stuffing relying on colorful gifts sweeping Hong Kong, and then to Shuijingfang through cultural promotional products breathtakingly, the excellent role of promotional products so that sugar and alcohol companies to be more respected. As CEOs of mainstream sales promotion companies, can you talk about your awareness of promotional items?

Zeng Heping: Promotional items are one of the forms of promotion and are the most common, direct, and effective forms of communication. Promotional items can satisfy the emotional needs of consumers, can quickly narrow the distance between products and consumers, and are the best bridge between products and consumers.

"Sugar & Alcohol Weekly": Companies often report that they are very confused about the selection of alcohol promotional items. I hope we can give them some suggestions. What are the current categories of promotional items and how do you choose promotional items?

Zeng Heping: Alcohol promotional items cover a wide range, including lighters, wine accessories, decorations, award cards, banknotes, stationery, and playing cards. Lighters have the greatest promotional effect and are the most widely used. Black Land has brought the promotional value of lighters to the extreme. Blackland's lighter promotional items have such features: their grades are sufficient to cultivate the brand value of consumers, and the patterns are sufficient to satisfy consumers' curiosity. Series are enough to attract consumers' multiple consumption. The lighter quickly brought the distance between black land and consumers to meet some of the emotional needs of consumers. It is difficult for Blackland wine to be unsuccessful.

Paper money promotion is a misunderstanding. Banknotes have the best effect on the darkness of catering terminals, but their psychological damage to consumers is greater than their promotional effect. When the “end heat” had just emerged, the notes in the box were very popular with the catering and drink service staff. The form of the banknotes in the box was novel, and it had a higher appeal to the initial consumption, but at the same time it gave consumers a “wool on the sheep”. a feeling of. In addition, the use of banknote promotions violates the relevant national laws and regulations, and as people travel more and more abroad, the attraction of foreign currency is getting smaller and smaller. It can be said that the promotion of banknotes satisfies the interests of the waiters, ignoring the emotional needs of consumers, and is destined to become a “product of the times”.

The promotion of wineware to high-end wines is of great significance. Before the Mid-Autumn Festival in 2001, we saw Shuijingfang at a foreign supermarket. Its exquisite packaging, high-brightness crystal bottle, well-like ashtray, quaint old-fashioned special wine wares, and “Jin Guancheng Six Scenes” immediately attracted me. Do not hesitate to spend nearly a thousand dollars to buy two bottles, the purpose is to want to get a special wine that has never seen before. Exquisite wine accessories and decorations can meet consumer demand for quality and culture, but their development costs and production requirements are high.

In addition, prize cards, stationery, and poker cards are most attractive to consumers of medium and low-end liquors and beer, and can satisfy the entertainment needs of consumers.

Promotional items are a weapon for marketing psychological warfare.