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入户派发是将产品直接送达消费者手中最便捷的一种促销方式,是诱引消费者试用的妙方,尤其是当新产品介入市场或当企业想在一个新的区域打开销路,采用这种地毯式轰炸的方法往往能收到立竿见影的效果。通过派发形式的促销,可创造高试用率及惊人的品牌转换率,促使试用者成为现实购买者,这正是此促销术大放异彩并日益成为深受日用消费品生产厂家钟爱的原因。1992年,60万潘婷洗发水入户派发轰动京城。 1994年,30万诗芬洗发水入户派发亦在北京引起较大反响。在此以诗芬派发案例为据,简要讲述一下入户派发的步骤及作用。
Home delivery is the most convenient way to send products directly to consumers. It is a recipe for tempting consumers to try them out, especially when new products are introduced into the market or when companies want to open up outlets in a new area. This method of carpet bombardment often receives immediate results. Through the distribution of promotions, high trial rates and surprising brand conversion rates can be created, prompting trial buyers to become actual buyers. This is exactly why this promotion technique has become so popular that it has increasingly become a favorite product for daily consumer goods manufacturers. In 1992, 600,000 Pantene shampoos sent home to the capital. In 1994, the distribution of 300,000 Shifen shampoos to households also caused considerable repercussions in Beijing. Here, based on the case of Shi Fen’s distribution, it briefly describes the steps and role of sending out households.