Promotion is an important means to directly affect sales. Sometimes, in order to make profits, some merchants may design activities that violate business ethics, exploit loopholes in platform rules, or even violate relevant regulations. Marketers should actively resist improper promotion methods, actively learn relevant knowledge, and improve their ability to identify risks and improve promotion results. When planning promotion activities, there are the following points to note:
(1) Adhere to the red line of law and never plan promotion activities that violate the law or business ethics.
(2) Actively learn and abide by platform rules. When creating a hot product on the Amazon platform, pay special attention to inventory. Situations such as overstocking and delayed delivery will affect the merchant’s rating or downgrade. Large-scale discount promotions are sometimes defined by the platform as unfair competition or
dumping.
(3) Even if it does not violate platform rules, the intensity and impact of promotions are by no means the greater the better. There must be an optimal solution for promotion benefits. Comprehensive analysis from qualitative and quantitative perspectives can find the optimal solution for promotion.
(4) Promotion requires a preparation period. Promotion activity planning and promotion plans should be completed in advance to leave sufficient preparation time for promotion implementation.
(1) The effectiveness of promotional activities is greatly affected by environmental changes. There is no perfect promotional plan. The promotional plan in execution will often change, and it will test the wisdom of the CMO and the execution team. A good promotional plan should prepare a plan change plan.