First, lower the price.
As the saying goes, one love is cheaper than three. In a market with unbalanced supply and demand, because there are a large number of homogeneous products, in the face of unsalable goods, businesses will naturally think of selling at reduced prices. Although this sacrifices valuable profits, it is still acceptable to win the return on funds. This situation is a bit like the great power confrontation during the Cold War. When political mediation or military affairs cannot break the deadlock, the use of nuclear weapons is often put on the table. The difference is that the price reduction of products is not as fast as that of atomic bombs, and you can usually see some immediate scenery, so it is often used as a marketing strategy.
In modern commercial warfare, price reduction is the most effective weapon, but it is also the most easily out-of-control marketing method. As far as its danger is concerned, the price reduction is similar to that of an atomic bomb. Once a nuclear war breaks out, the enemy will also sacrifice the atomic bomb as a magic weapon. In a nuclear war, the damage to both sides of the war is devastating, and so is the price reduction. When price reduction is the only means of competition, businesses actually fall into an endless nightmare. Therefore, under normal circumstances, nuclear weapons should never be used for things that can be solved through conventional campaigns, because both sides of the war know very well that once such weapons are put into use. The end result can only be mutually assured destruction.
Conclusion: 1 The deterrent significance of the atomic bomb on the battlefield is far greater than its actual role. 2. Price reduction at the expense of product quality and service quality will inevitably lead to the self-destruction of the brand. It is better to eat alone in the blue sea than to go shopping in the red sea.
Second, the media advertising promotion
Modern battles are three-dimensional operations. To master the air superiority, air combat is essential, and aircraft will play a vital role in the air superiority. Because the plane overlooks the whole battlefield, it can often carry out more accurate strikes in the campaign, and more importantly, it can create greater momentum.
Advertising plays a communication role in marketing. Today, with the high homogeneity of products in the market, more and more enterprises gradually realize that it is difficult to show a leading position in products. Only communication can create differentiated brand competitive advantages. The market competitiveness of modern enterprises is a comprehensive embodiment of commodity power, sales power and image power. The establishment of these three forces is so dependent on advertising as a means of information dissemination. Past experience tells us that intensive high-altitude advertising is conducive to building the brand image of goods. Usually, advertisements are realized through television, newspapers, magazines, internet or radio, because these media have a large audience.
Conclusion: Advertising is necessary, but not necessary. Advertisements flying all over the sky will also disturb the audience's sight.
Third, terminal promotion.
Anyone who has seen the Gulf War knows that the process of modern warfare generally begins with strategic carpet bombing, which first destroys the enemy's important strategic facilities and the effective forces, and then the ground forces advance. In the ground battle, the armored invincible tank is the most powerful weapon on the battlefield, and it is the well-deserved "king of land warfare".
Generally speaking, consumers' cognition of consumption also has a process. First, they establish their first impression of the goods they want through advertisements. Consumers have a preliminary understanding of the goods after reading the advertisements, but it is not helpful to the conclusion of the sales transaction, or even helpful. Due to the distance barrier of time-space transition, people generally accept advertisements at home, and there is generally a certain distance from home to the sales terminal. Consumers' short-term impulse to buy will be obliterated or weakened by this "distance barrier". We often find that some consumers go shopping with their goals, only to buy goods of another brand on the spot. It is this reason that reflects the difference in the control ability of different services to the terminal. The role of sales terminal promotion is to awaken consumers' impulse to buy, and make them make up their minds through in-store POP, banners, posters, small gifts, personnel introductions, etc., and finally put them into buying action. Compared with high-altitude advertising, terminal promotion can be in close contact with consumers, and the process is more controllable and the effect is easier to evaluate by using the terminal as a platform or tool to communicate with consumers.
Conclusion: Air advertising gains motivation, terminal advertising gains sales, and air advertising has limited traction for consumers. Only when it is combined with the promotion of terminal stores can it play a greater role. To effectively occupy the market, the key point is to make more fuss at the terminal.
Fourth, public welfare marketing activities:
Submarine is a mysterious weapon. Because of its diving and hiding ability, submarines are often used for surprise attacks and strategic suppression. Different from other surface ships, when submarines are dispatched, the water surface is calm, but underwater is full of danger.
The purpose of enterprises doing public welfare activities is not so obvious. Giving back to mankind and taking social responsibility is considered by some people as a loss-making business, but it is not. Judging from the nature of such activities, public welfare is more like a long-term marketing activity. Through practical actions such as public welfare, it not only expresses the sense of social responsibility of enterprises, but also makes social audiences have a good impression on enterprises. In fact, it is a disguised corporate image advertisement.
Conclusion: The fundamental purpose of enterprises doing public welfare is to assume social responsibility, and praise is a kind of feedback from society to enterprises doing public welfare. Don't give up the basics, reverse priorities and speculate blindly, which will only undermine the principle of public welfare.
Five, the establishment of word-of-mouth marketing (virus marketing):
AK47 rifle was born in 1947, 60 years ago. Simple structure, reliability and durability, fierce firepower and low failure rate, especially suitable for use in various harsh conditions. Due to the above-mentioned outstanding characteristics, the AK47 assault rifle is still used as a standard gun in many countries after half a century of wind and rain, which is a miracle in the history of weapons.
The success of AK47 is the victory of word-of-mouth marketing. This gun has not been advertised, but it is famous all over the world. On the one hand, because of the excellent performance of the gun, on the other hand, it was passed on by many users, which finally made the gun popular for some time. The recent popularity of domestic movies also reflects the beauty of word-of-mouth marketing. Movies such as Crazy Stone and The Three Gorges Good Man can get tens of millions of box offices with low-cost production and almost zero advertising promotion expenses, which proves a universal truth about movies-from life, wonderful interpretation of life! Different from the operation ideas of domestic blockbusters such as "The Promise" and "The Golden Flower in the City", this kind of film starts with satisfying the most essential demands of the public, with a winding path and ingenuity, and finally realizes the transformation from a grass chicken to a phoenix.
Among many marketing contact points, one point is crucial, that is, the consumption experience from consumers themselves or family and friends. Compared with advertising, this consumption experience is more convincing. Therefore, in sales activities, enterprises can win the favor of "word-of-mouth leaders" or "opinion leaders", who may be industry experts, media practitioners, stars or famous writers. Then use their own speech channels or some forums, MSN, blogs and other simple online uploading tools to publish consumer opinions, which proved to be the most developed marketing tool in the network era.
Conclusion: Simplicity is the ultimate beauty, and the simplicity and practicality of word-of-mouth marketing has stimulated low-cost promotion.
Six, event marketing:
Grenade is a small hand-thrown bomb with attack and defense functions. It can kill living targets and destroy tanks and armored vehicles. Grenade plays an extraordinary role in the war because of its small size, light weight and convenient carrying and use. With the development of science and technology and the change of operational thinking, grenades, as one of the basic equipment of the army, still have great use value in modern wars.
When the attack and defense are deadlocked, using a Grenade can often get miraculous effects. Whether for a large number of attacking enemies or for solid fortifications, the lethality and destructive power of grenades should not be underestimated. When enterprise marketing faces difficulties, it also needs such weapons to help open the situation. Judging from the explosion effect, the characteristics of the incident and grenades are somewhat similar. First, the explosion will make a loud noise, which will arouse people's general concern; Secondly, this kind of weapon will have some far-reaching effects, far better than ordinary light weapons.
Events can be met but not sought. When there is a major event related to the company, whether it is positive or negative, it is an opportunity for the company. The problem is not terrible. The terrible thing is that we don't know how to solve and deal with it correctly. Successful brand crisis management can not only make the brand tide over the crisis, but also further enhance the brand awareness, fully demonstrate the long-term commitment of the enterprise to consumers, and make the brand reputation flourish. There is also event marketing, which has nothing to do with brand events. Events that attract worldwide attention, such as landing on the moon or the Olympic Games, can be used as marketing activities to achieve twice the result with half the effort.
Event marketing is a very popular means of public relations communication and marketing at home and abroad in recent years. It integrates news effect, advertising effect, public relations, image communication and customer relations, creating opportunities for new product promotion, brand display, brand identification and brand positioning. It is a marketing means to quickly enhance brand awareness and reputation. Compared with advertising and other communication activities, event marketing can create a strong influence in the shortest time with the fastest speed.
Conclusion: Successful event marketing needs to grasp the opportunity and business sense, and use the news effect and crowd gathering effect of events to achieve different communication effects.
Seven, personnel marketing
In the cruel ground war, dagger is a kind of cold weapon that can give full play to the advantages of melee and has strong destructive power. The promotion of sales staff is like a dagger. In stores and sales terminals, we often see hand-to-hand combat between promoters, and there are direct sellers selling at home, which hit the nail on the head; The promoters of the competitors in the store are fighting for each other.
Personal promotion is the oldest sales method, and it is also a common promotion method in the modern international market. Especially for some unfamiliar and expensive products, personal promotion is an effective means of promotion. Personal sales promotion has the following characteristics: firstly, personal sales promotion contributes to the two-way communication of information, which can not only introduce the company's products in the most comprehensive way, but also help to get feedback information in time for the company to adjust its marketing strategy; Thirdly, personal promotion helps to maintain long-term customers. Compared with new marketing methods such as telemarketing and network marketing, personnel marketing gives customers a deeper impression and makes it easier to communicate with customers emotionally. The direct selling industry has a deep understanding of personnel sales. Face-to-face communication, persuasion and education, close combat and stalking are the easiest ways to achieve miraculous results. However, the use of personnel promotion methods must be based on the principle of sincerity and responsibility and product-oriented, otherwise it is no different from pyramid schemes.
Conclusion: Personnel promotion is a marketing strategy that hits the nail on the head and plays an important role in completing the thrilling jump of marketing.