How to carry out single product network marketing in traditional enterprises (II.)

The fourth Category: Enterprises for the single product from the establishment of a simple business mall, do not set up any network distribution channels.

Through a variety of promotional means to promote the impact of single brands, expand sales. For example: "A speech training products" Marketing enterprise has a complete training, promotion, technology and customer service team. But in order to low-cost efficient marketing, so the single product network sales, do not rely on any offline channels, completely through the enterprise from the establishment of the company to sell. And in order to ensure the price of goods and after-sale quality, the enterprise has no development agents and distributors.

Enterprises for the workplace generally lack of speech skills, the market lacks a series of training products gap. The product is fully packaged, and for the audience and commodity characteristics, will be the simple production of the commercial mall, eye-catching, focused, strong impact. So that consumers at the first time, you can understand the problem can be solved by the single product, and can quickly consult to achieve rapid purchase.

Enterprises through the expert blog, industry soft article to improve the product industry influence, and through the search auction, mailbox ads, QQ Group, microblogging, second kill, group buying and other integrated network marketing means for publicity and sales, sales growth, only December 2010 sales of more than 10,000 sets.

This model is mainly used in a certain industry accumulation of start-up enterprises, has a mature marketing team. Offline Although there is no fixed marketing channels, but the commodity has a market competitiveness, can meet the practical needs of consumers. and can undertake small marketing cost, ensure the smooth implementation of all kinds of marketing tools.

The fifth Category: Enterprises to establish a consumer mall sales of a variety of goods, but also set up network agents.

Through promotional means to upgrade the overall brand of the mall, but according to seasonal and market demand, for a section of a single product flagship sales. For example: Italy registered brand of fever shoes, the brand includes a variety of different styles of heating shoes. Enterprises since the establishment of the business of the company after the development of 2 agents, usually to promote the mall brand mainly driven by the sales of various sections of the product. But for the cold 2010 winter features, in order to meet the northern region of the elderly, military needs. Specially developed a high temperature, high non-slip "cowhide Velvet Shoes" single section of goods.

In order to upgrade the mall brand at the same time, to achieve a single product of the seasonal fast sales. Enterprises also engaged in professional planners, "Leather velvet in the heat shoes" carried out a comprehensive packaging planning. And through soft marketing, expert blog marketing to enhance product culture, product advantages, and through group buying, search bid promotion means, at the same time with the mall 80 percent promotion, the "leather velvet in the Fever Shoes" to focus on sales, the monthly sales quickly broke through 4000 pairs.

This model is mainly used, the enterprise has a relatively mature network marketing channels, but also has a team marketing protection, but the enterprise to a certain period, a stage, in order to sell a single product, to combat competitors or to seize some of the market application.

Internet Marketing Promotion Mode is more, if you want to promote a single product or brand, it requires enterprises have a certain cost affordability. and the network marketing channel mainly concentrates in business-to-business, Consumer-to-consumer, the merchant three big domains, because the electric power platform's influence is different, to the commodity supply enterprise to give the purchase price, the purchase quantity, the knot way, to the account cycle also is very different. Therefore, enterprises in the development of single product marketing, we must combine the strength of the enterprise, brand impact, single product characteristics of accurate positioning market role, scientific formulation of market strategy to ensure the maximization of the sale of goods.

The second step: accurate development of network promotion strategy

After the sports single product has determined the market role, should aim at the target crowd characteristic analysis marketing way, the promotion channel, integrates the packing single product the localization, the function, the use, the idea. If the brand carries on the traditional advertisement, then the network propaganda form can as far as possible match with the traditional propaganda. For example: TV ads can be directly converted to video advertising, can be the traditional propaganda channels of advertising words and soft text directly applied to network propaganda, easy to multiple publicity effects of repeated stimulation, strengthen sales conversion rate.

If it is to formulate a new single product network promotion, according to the characteristics of seasonal, real-time sales, to achieve rapid sales, rapid recovery of funds to formulate accurate marketing strategy. To achieve short-term rapid sales of the form of publicity is a large web site, mainly hard. But many mainstream web site's hard wide prices even higher than the TV ads, large amount of the cost of delivery, while the short-term market effect and difficult to do, it is difficult to ensure that the market profit and loss of single goods sales.

Therefore, in the development of a single product marketing should pay attention to the combination of soft and hard, in the reasonable deployment of publicity costs at the same time, to achieve maximum marketing effect. In addition to maintaining a moderate hard wide launch, pay attention to the network of soft publicity, such as Network PR, Bo Marketing, microblogging marketing, forum marketing, SNS marketing and so on.

Soft marketing, although not as hard as the broad, through a variety of exaggerated eye-catching expression to express the advantages of sports single goods, with a strong visual stimulation to directly form sales. However, soft marketing can rely on many external factors, such as celebrity, Word-of-mouth communication, event impact, environmental infection and other factors, deepen the netizen's deep understanding of brand culture, thus increasing the memory of the single product. This and hard to form a good correspondence, the two complement each other, shortening the netizen from contact, curiosity, understanding to form the psychological fluctuation time of purchase.

It should be noted that the network publicity must form continuity, congestion and timeliness. Various forms of publicity do not need the same period are all applied, but before the end of a single product marketing goals, should not stop propaganda suddenly disappeared in the eyes of netizens.

For example: a shoe enterprises to plan a new sports shoes focus on network marketing, need to develop network promotion strategy. At this time of the single product to promote the first analysis of its commodity characteristics, in the seasonal, applied to start, at the same time analyze the market demand of the crowd. For the characteristics of the winter, the new sports shoes planning focus on non-slip, warm, breathable, the price set in between 400 to 500 yuan, not only to meet the south and north consumers of common needs, but also in line with the consumer price range of online shopping.

And then the promotion of the strategy is 40% of the promotional costs, for the network hard to launch, highlighting the appearance of shoes, brand image and product advantages. And the remaining 60% promotional expenses, used for network soft propaganda, through news articles, forum dissemination, event hype and other means, detailed introduction of this paragraph of the brand culture, application, brand background, brand stories and other commodity connotations. In order to impress the hearts of consumers, thus forming sales.

How to carry out single product network marketing in traditional enterprises (I.)

How to carry out single product network marketing in traditional enterprises (III.)