No matter P theory (4P, 12P) or C theory (4C) that marketers must be familiar with; Both IMC integrated marketing theory and SMS social marketing theory can be highly refined into "one center and two basic points".
A center refers to "customer-centered"; The two basic points are "the core buying point of customers, namely UBP" and "the key selling point of products, namely USP".
This also enlightens us that everything must focus on the core target customers of products (tangible products and intangible services), and we must clearly know their needs, requirements and expectations. Know their material and spiritual needs, and then be targeted. Otherwise, no matter how well the following work is done, it will not be accepted by them because it cannot deeply impress them.
The refining of the two basic points is a process of "reluctantly giving up what one loves". If every advantage of the product is emphasized, there are bound to be two extremes:
(1) Distract the attention of the target customers. In the age of information explosion and extremely low patience in 2015, customers can’t remember so many advantages of your product. Emphasizing everything means emphasizing nothing.
2 If you emphasize everything, it is equivalent to taking all similar products and even non-similar related products as competitors. Therefore, we must be single-minded. Because the more unique, the easier it is to be accepted by customers.
The core content of marketing includes the following 11 aspects:
① To whom — Define the core target customer group;
② What to buy — Find out the core buying points of the core customer base;
③ Who will buy it — Study the users and buyers of products;
④ What to sell — The core selling point of refined products;
⑤ Who will sell it — Set up sales team and find agents;
⑥ Where to sell — Choose a sales place;
⑦ How much — Formulate price strategy;
8 Tell him — Tell the buyer;
9 Keep buying — Pay attention to brand building;
Attending to whom — List competitors;
Who do I learn — Set a learning benchmark.
In fact, 100% of the marketing content is planned and set by Ying, and 90% is implemented and executed by Ying (Market Operation Department), and less than 10% is executed by Sales Department (Product Sales Department). Therefore, consumers don’t buy because the work of "camp" is not done or done properly, not because the ability of "selling" is not strong. However, as a member of the "marketing" department, although it is not entirely their responsibility to sell products badly and brands have no influence, if they can "sell" from the height of "market", the results will be obviously different. In addition, only those who have "sales" experience can do a good job in "market", so "marketing" and "sales" must be clearly understood, and the cart before the horse cannot be put.
In terms of "marketing" and "marketing", enterprises should attach importance to and support the work of "marketing" and build and enrich the "market operation department". Only in this way can enterprises attach importance to the work of "marketing" from the aspects of people, money and materials, sales can be smooth, brands can be formed and have the opportunity to gradually become synonymous with the industry.
Enterprises may not know how to do it, but they must know what to do and decide when to do it. After enterprise managers attach great importance to the work of "camp", the personnel of market operation department should not only know what to do, but also know how to do it and be able toBalance the relationship between short-term sales and long-term brand building. If the sales staff can sell from the height of the product market, the results will be very different.
Enterprises have too many good products, but because enterprises blindly emphasize the traditional "sales" and ignore the "marketing" work, the sales are not smooth, and the enterprises are finally in trouble. In addition, even in enterprises with "camp" departments or functions, because "camp" is a department that spends money and "sales" is a department that makes money, it has different status in the minds of entrepreneurs. Different status and circumstances make "camp" a subsidiary of "sales". Instead of using "camp" to guide "sales". As an enterprise, we must realize from the bottom of our hearts that "camp" is to spend small money to make big money, and spend today’s money to make money tomorrow, the day after tomorrow or even longer (the brand can be passed down); And "selling" only earns today’s money and the money of existing products (intuitively, it can be determined that this is difficult to inherit).
What is sales? Find a middleman for a product or service and help the middleman put the product in front of consumers, and you will be qualified for the job. It would be excellent if all the payment can be recovered from the middlemen.
As for whether the product can attract consumers’ attention when it is put in front of consumers, whether it can be picked up after attention, whether it can be bought with money after reading it, whether it can be bought repeatedly after buying it, and whether it can be recommended to friends after repeated buying, that is all the work of the camp.
Everyone can be our customers, but we must find out our unique user groups. Only in this way can we attract them with relatively limited resources; Only in this way can we achieve the maximum input-output ratio. Never expect a product to meet all the needs of a specific customer, nor do you expect a product to meet all the specific needs of all customers, let alone a product to meet all the needs of all customers. The clearer the subdivision, the easier it is to refine the commonness, the easier it is to focus on the outstanding, the easier it is to stand out and the easier it is to be accepted by customers.
Marketing "marketing" and "marketing" are related to each other. Enterprises must clearly understand and master "one center and two basic points", and 90% of marketing will drive 10% of marketing, so as to balance the relationship between short-term sales and long-term brand building, spend today’s money to earn tomorrow’s money, the day after tomorrow’s money or even more long-term money, so that brands can have the tension of long-term inheritance, so as to build a long-term foundation of enterprises.
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