How do small and medium-sized enterprises do brand marketing?

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Small and medium-sized enterprises, especially the entrepreneurial resources are very limited, whether it is the funds or manpower arrangements, the use of prudent. Startups often make the taboo is too much technology-led, the founder and team put the main focus on products, but the market to promote insufficient attention. Do not say that your product is more dazzling, wishful thinking will be more popular with the target customers, if your product is not known to all, the sales situation is depressed, the survival of the enterprise is very difficult. May rely on the upfront funds into the enterprise can endure a period of time, but the market does not do a good job, there is no sound income, the enterprise is likely to have been out of the "white busy" or even the shadow of bankruptcy.

In television, radio, road signs, network advertising, display, mobile terminals and other media forms more and more diversified, consumers more and more "tricky", advertising more and more disgusted with the background, the resources are very limited small and medium-sized enterprises how to do a good job of brand marketing?

Entrepreneurial enterprises must not be as strong as the capital enterprises to hit Chanhai, although the current social media marketing to do a good job, it seems to be a less expensive promotional channels, more suitable for small and medium-sized enterprises. However, we also want to see, SNS, Micro-bo, micro-letter and other social media after nearly two or three years of rapid development, has been from extensive development began to intensive cultivation. Many social media influential enterprises or entrepreneurs account is actually engaged in professional planning, public relations company operation. If SMEs want to make some achievements in social media marketing, even if they do not invest a lot of money, they have to invest a lot of human costs. Let's not say that China's rising labor prices, excellent social media planning operators, such as micro-blog editor, is also heavily difficult to find. Recommend the following three relatively viable Low-cost brand marketing approaches

1. Viral marketing

The great power of poison marketing is like a tiny pebble poured into a calm lake, the moment seems to just stir up a little ripple, the lake returned to calm, but wait a while, you will see the ripple in the continuous layer of the extension, just a few minutes, the entire lake has been shaken. This is the glamour of viral marketing. Viral marketing cost less, the impact is large, but the virus marketing "degree" must be good, otherwise it may hit the company's gold-plated brand. And how to plan a viral marketing, it is really a matter of brain cells.

Let the viral marketing achieve the following six points:

(1) Provide valuable products or services

(2) Provide the means to convey information to others without effort

(3) Transmission range is very easy to spread from small to large

(4) Use of public initiative and behavior

(5) Using existing resources for network communication

(6) Using other people's resources

2. Integrated Marketing

The integrated marketing is to reorganize the behavior and market behavior of the enterprise with the consumers as the core, and to use various forms of communication in a coordinated manner. Small and medium-sized enterprises in social media marketing, Word-of-mouth marketing, viral marketing at the same time, can borrow the third party marketing platform, the various resources can be integrated to maximize the effect of publicity.

In response to the cost control problems faced by SMEs, Dell launched the online event "Dell Jinbangtiming" (Www.dellwall.net) for Dell Enterprise customers in 2011, a year after the event has been the focus of Chiu Yujia enterprises, with hundreds of companies enrolled in the list.

Dell jinbangtiming Activity Page

According to the director of the "Dell Jinbangtiming" campaign, Dell will be widely promoted through Dell's official website, Dell's officially certified microblog, and over 30 media that have a long term relationship with Dell. Recent "Dell Jinbangtiming" has a new layout upgrade, not only improve the function also enhanced the display of enterprise style, but also specially invited four electric business enterprises (Ferrara, good music buy, poly fashion, blood net) and a business service provider (smart Innovation) on their own promotional page personalized design, not only highlighted the characteristics of the enterprise, and the advantages of their own enterprise products and core Services show incisively and vividly. The official said that there are already a lot of companies involved in the list to actively strive for the star rankings, for their own enterprises to provide more and better display opportunities.

"Activities for a year or so, many companies have put Dell Jinbangtiming as a very important promotional channel, one is the strong influence of Dell in small and medium-sized enterprises, the second is a number of brands on the list of Dell Wall, can form a brand linkage effect, and then through a variety of channels of three-dimensional transmission, More for the rapid promotion of corporate brand to provide power. "The director of the event said it will continue to participate in the listed small and medium-sized enterprises to provide promotional platform to save costs and create revenue."

3. Word-of-mouth Marketing

Only 38% of Chinese consumers believe they can trust traditional advertising, such as television and outdoor advertising, which is lower than the average (49%) of more than 30 countries, including the US, UK and Australia, according to a survey by AC Nielsen. It is also estimated that an average Chinese city consumer will receive more than 300 different forms of advertising information each day, attracting their attention more and more difficult.

A consumer who has a positive experience with a product or service will tell his story to at least 5 friends, and if it is a negative experience, he will tell at least 11 consumers. And those who hear the story will tell the 5~11 person again, and so on. The story travels at a geometric speed and eventually spreads to a large audience in a very short time. This is the charm of Word-of-mouth. A word of mouth propaganda produced by the advertising memory, can be the traditional TV ads generated 40 times times the memory of the ads, because the emphasis of Word-of-mouth is more prominent, but also in a more private level with consumers to contact.

To do Word-of-mouth marketing, you can follow the following 5 principles:

(1) Tell an interesting story, such as Zhang the story of the failed refrigerator;

(2) The use of ordinary consumers to convey word-of-mouth, rather than looking for "experts" to help promote products;

(3) Collect feedback information and improve the product or service accordingly;

(4) measuring effect;

(5) design according to life cycle stage and combine with other marketing tools.