Roshu: How to deliver your effective information to your target customers

Before writing this article, I would like to talk about some of the current problems in some enterprises in China, we can use the following several examples to analyze.
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Target customer positioning, then confusion!

    often hear business executives complaining, "I know what my clients are, but I don't know where to find them." These CEOs are aware of the importance of market segmentation, and know that their products are available to those segments of the population, but when they classify these subdivisions, they do not know where the consumers are after their breakdown. For example, a high-end home enterprise through market research, the price in 5000-10000 yuan cloth bed in the household income between 10,000 to 30,000 of the consumer population of 67%, price positioning in the interval of the brand enterprises less, the competition is not very fierce, by virtue of the brand strength of this enterprise, It is entirely possible to create a new brand that accounts for most of the market share in this area, so this enterprise produced the price range in 5000-10000 yuan fabric bed, in the fabric bed production, they choose to enter the hundred years, Ikea and other stores, in the same product services, promotional marketing model similar to the premise, The same store in the same type of products, products, brand differentiation of users tend to the weak impact, the result of the solution into how to sell before, during the sale, after the process of searching for, to consolidate effective target customers.
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    also such as Xiangxi Brocade belongs to national cultural products, in our country has a deep historical and cultural heritage, and in the 80 's time was as a "national treasure" presented to China's foreign guests, the state policy is vigorously supporting national cultural products, A friend enterprise through the consumer market research to learn brocade market competition is not fierce, there are many untapped gaps in the market, the market potential is large, after a survey, they will target customer base: Age 30-50 years old, monthly income of more than 10,000, have rooms, cars, appreciate Chinese handicrafts, Pay attention to the quality of life of business executives, collectors and so on. Channel selection for the South China Handicraft market, part of the handicraft terminal shop, etc., after a series of preparations, the Enterprise introduced a group of Xiangxi brocade to be processed again packaging. But when the product packaging, they found that because the price slightly higher, less sales, crafts shop do not like to put their products, do direct sales and cost too high, into the home decoration is obviously in an unknown product on the market upfront is a great difficulty. Enterprises know what their products demand the crowd, but how to find and convey product information to this part of the customer, become the enterprise has been difficult to solve the problem. Finally, a friend of the company because of the brocade pressure warehouse, capital operation slowed down, resulting in other products of the year's market expansion plan lag, the year's sales profit fell 60%, lost millions of yuan.
 
    Product and consumer market disconnect will make the enterprise in the sales process has been a passive situation, in the buyer's market today, such practices are likely to lead to product backlog, salesReduced, and ultimately because the flow of funds was truncated to make business difficult to operate. In China, however, there are few such companies.
 
    above two examples, enterprises are consumers for the market-oriented, the foothold is not wrong, but in the product after the production into the market circulation link, Many enterprises have shown the phenomenon of the above example: can not clearly know where the target customers, the product information can not be communicated to the target customers. In the competition or in the process of market development in a position, and through the overwhelming advertising is obviously the most unwise!

Product information, effective communication methods, Target customers

"Half my advertising is wasted, but I don't know where he's wasting it!" "This is an American businessman said a word, so far by a lot of advertising media quoted to pave the window for their own media advantage."

Where's the answer?

A lot of advertising media companies will answer, "Here we are!"

But in the open market there are too many authenticity difficult to argue the information, some advertising media advertised in their own above advertising is "100% effective", through the falsehoods propaganda text misled a lot of enterprises, but also wasted a lot of advertising costs. In the Internet sector, there is a "CPS" advertising mode, is in accordance with the actual turnover of the product line to pay advertising costs, according to statistics, the provision of such advertising mode of the network media is few, "100% effective" naturally became an empty words. Some industry media will tell advertisers that our users are industry customers, through CPM or CPC advertising is the most effective, indeed, the industry media is effective to the user segmentation, but if to achieve a high effect, it is still difficult; search engine service providers will tell advertisers that our users are active search, Actively looking for information, so our advertising effect is very effective, but the search engine market, although sales growth, but does not necessarily mean that the advertising effect has brought sales promotion.

Building TV ads to "focus on" as a selling point of the media, advertising precision, link products and target customers, but a car family friend said, from the underground parking lot lift upstairs, the ads are not covered to this level of consumer groups. A few years ago, a number of plug-ins based on client-side installation advertising media also boast of "accurate delivery" enterprise, product information, the result of a change in policy, the company also lost, and those advertising media companies to advertise the enterprise customers can only be shouted fooled.

How to effectively communicate product information to target customers?

How to deliver enterprise information to the target population under the established group conditions? How do I evaluate media effects? The answer to this question requires two first conditions:

The first is the accuracy of the target customer acquisition.

The target customer obtains the accuracy is the advertisement premise, the information passes to the target customer only then completes the true information transmission. Some 4-A advertising companies segment the target customers according to their products, for example, for a new car market to do consumer analysis, 4 a company to the proposal will involve age, position, gender, income, hobbies and other subdivision attributes analysis, these attribute analysis roughly to the target consumers outlined a profile. But the ultimate goal is to assume that the target customer is clear enough, or even accurate to a specific person, but obviously for an advertising agency or a media company, it is almost impossible. We can only outline the target customers, and then according to the media audience attributes to the profile inside the set, more than close to the profile of the audience, more than the most effective access to the target customers, this is an infinitely close but never coincide with the curve.

How do I get accurate customer information? Only have a huge database! In the database, the customer's attributes are clearly displayed in the system. According to the product attribute, classify different target consumer groups separately.

Since the rise of bulk SMS, many bulk SMS companies will label themselves as a database marketing, in fact, this is relatively one-sided, the text of the database currently in the country without permission is not allowed to buy and sell and carry out commercial activities. and simply to the mobile phone user attributes and SMS advertising form equivalent to the database marketing is sweeping. Database marketing is based on user database system for marketing activities of a general term, such as combining the enterprise's own CRM system, you can realize the core customers, consolidate and maintain the existing customer situation. Membership System has a large membership data, also summed up.

At this level of understanding, all members of the media can be seen as a database marketing capabilities, because these "media" will be the browser or participants through the background system for classification and subdivision, on the basis of advertising activities, will be able to obtain very effective results.

The second is the validity of information dissemination.

When information is passed to the target audience, it does not necessarily stimulate the target audience, just as we go to the street to buy a dress, the purpose is very clear, after many clothing stores, but will choose the reason for the entry. There are also two aspects of the condition: first, the information is accurate for the target audience, followed by the target audience to the information response and acceptance degree.

How do you capture information exactly as a target audience?

The audience creates a "life circle Media" concept for the audience, the target audience day life/work of the path to do the whole process of analysis, such as a business owner from the morning to watch TV, TV ads, eat breakfast downstairs will see building ads, parking lot in the car park ads, the vehicle's GPRS navigation will have information ads , there will be signs/stop ads along the way to work, and stations have advertising stops. See customers at noon lunch, will see a desktop media advertising, so down, so that the advertising media to surround the entire human life trajectory, through intensive advertising bombing, to the advertising message to the target audience.

I do not comment on the current media in the end which is more effective, after all, no one can really make a "life circle Media", most of them occupy a region or occupy a part of the population.

The subdivision theory tells us that some consumers with the same attributes can be divided into one subdivision area. Therefore, to transfer information to the target customers, first need to understand the consumer access to external information, time, preferences. such as white-collar workers, noon is contact with the information of the peak point, night 8:30 to 10 point is a peak value, if this is a technical staff, he usually contact so several information, the first is the technical knowledge media platform to obtain professional knowledge, the second is news media, the third is entertainment and leisure type, According to market research, we can roughly judge his day of the main information acquisition type, with time, type, we can accordingly targeted to the group to disseminate relevant information.

The response and acceptance of the target audience to the information

According to the needs of the analysis, the need to demand the level of desire is not the same, the attention to information is not the same, and then the focus of information content is also a aspect, therefore, this needs to be from the target customers and dissemination of information 2 angles to analyze. We have to achieve the target consumers have the desire to consume, but also make information for the target customers attracted.

After a few levels of analysis, we can see in fact that the message to the target customers is a layer of screening and analysis of the process, is not a word can be resolved, we often hear such a sound very reasonable, and really to implement to the operational level when the words " Transfer the right information to the right person in the right place at the right time. This "fit" is exactly what we want to think about.