Today's market has entered a highly sophisticated stage of promotional planning. The previous "production era" and "product era" no longer exist, and the "selling era" has lost its vitality. With the continuous improvement of social governance, a new era of promotional planning centered on customer interests has arrived: "Whoever owns the customer and gains their trust owns the market."
First, consumers only care about products that interest them. In response, companies should conduct systematic market research to identify customers' points of interest, or highlight and repeatedly emphasize key messages in their brand promotion strategy to attract customers' attention.
Second, among the products they need, consumers tend to pay more attention to those that best satisfy their core interests, or that can meet more of their other interests (product mix). To this end, promotional planning should consider customer interests and benefits, proposing an ideal product mix in terms of usage, appearance, packaging, and other aspects to cater to and guide customers' purchasing decisions.
Third, for small purchases, consumers generally prefer to buy nearby; for large purchases, they will choose a place they consider most reliable, such as large department stores, specialty stores, or direct orders from manufacturers (channel mix). Therefore, promotional planning should adjust or strengthen existing channel combinations based on market research of product and channel characteristics, and to meet customers' purchasing habits and psychology, maximizing the benefits for both parties (consumers and enterprises).
Fourth, price is always a topic of concern for most consumers. A reasonable price will further stimulate consumers to make purchasing decisions (pricing). For this reason, promotional planning should consider factors affecting price, such as target consumers' demand for the product, market supply, and competitors' pricing strategies, obtained through market research, combined with the company's own costs and market experience.