How to lock customers start-ups

Most of the time, for a product operator, the saddest thing is to make the product. Suddenly found, do not know how to sell it. Although to a certain extent advertising is generally appealing to some potential consumers, it is almost impossible for start-up companies to advertise on a large scale.

And this shows that start-ups must be precise blow. But to crack down on, our start-ups should be how to lock the customer base?

Before answering this question directly, we must first understand one rationale. That is why customers buy your product? The answer is well known, because your product brings value to customers. That sentence for the customer base to lock any help?

In reality, our product operators tend to avoid the inevitable fall-back into the whims of the marketing channel while operating a product. Youku potatoes or Sina Sohu and other portal? Or Tencent QQ platform? Not, email ads or offline newspaper ads, flyers, or sales staff direct what?

A lot of possibilities flashed in my mind. At first glance, which channels are good, think carefully, which channels have deficiencies, and then carefully think about it, if enough money, each channel is fully invested in the multi-good. Hey. . Unfortunately, money is not enough, so I was distressed. Do not know to see here, there is no resonance for some product operators.

Why is there such a whirlpool of choice of marketing channels? Because such product operators fall into the inertia of "the logic of product promotion." As long as you focus on promoting products, it will certainly fall into the whirlpool of choice of channels.

Objectively speaking, this is every channel may make your product be sold out, but the volume of the volume, as well as promotional costs difference only. As a product operator, because the cost is set, but sales are unknown. Coupled with the cash in their own hands does not allow themselves to major mistakes, so it is bound to distress tangled. But if we fall into the marketing channels or promotion of the choice of whirlpool, another way of thinking - focus on the output value of the product?

Personally, it seems. As long as you are in the promotion of products, adjust the mind of the inertia mode, positioned as "not in promoting the product, but in the output value of the product." Then, your mind will naturally appear, what is the value of my product? And who needs the value of my product? Then, after this basic set of questions appears, your ideas will inevitably transition from channel selection to Customer group analysis. With the analysis of the customer base, you will find a solution to the possible channels, choose the best channel.

Of course, plain text summaries may seem abstract. Below, we will do a case analysis:

If we promote the product is a "freshly squeezed juice." Well, if we follow the inertia of the products we promote, our conclusion is often that of "freshly squeezed juices", for all ages. Men and women, young and old, gathered in all channels. Then, plunge into the whirlpool of choice of channels. But what if we focus on the "output product value"?

What is the value of "fresh juice" and who needs his value? The value of "fresh juice" is different from ordinary drinks is that he is more fresh, more natural and more nutritious. And who are those who need these values? It seems apparently to be men, women and children alike, but if we characterize his worth, we find that men, women and children are in need of him.

If we finely decompose, we will find that women and children need him more. Because fresh, natural things on the body the least harmful to the nourishment of the face is also better. And children, due to being in developmental stages, have a somewhat greater degree of demand for natural products than adults. But it can not be overlooked that although children seem to need more natural, safer and more nutritious foods than adult women, the concept of "keeping fit" is not so strong in children's minds.

I used to experiment with children under the age of ten at home. Although they clearly know that nature is healthier, they choose to have a better mouthfeel when it comes to their choices. We can not deny that a real, processed food, thanks to the use of edible spices, has a "taste" of its products far better than natural products in most cases. Well, when it comes to here, maybe some people will come to the conclusion that it is more suitable for start-ups to popularize the channels for adult women to gather in terms of channel selection. But is that really true?

In the rough analysis above, we focus on the value of freshly squeezed juices, and then shape women and children who are safer, and women and children are more likely to need it. And in the contrast between women and children. Although the child market is even more necessary, but the female market is clearly the best choice.

But let's not forget a qualification, that is, your money is limited. Although the female market appears to be more stable than the children's market and is more likely to receive the input of "product value," is it really the easiest market to tap into with limited capital investment?

After an advertisement is broadcast, it takes time to convert and your funds can support the "boiling point". How to deal with this problem? Let us once again re-characterize the already broken down groups.

Although the female market because of its health awareness, after receiving the product sales will become more stable. However, the difficulty of entry is actually quite large. The children's market, although natural products for their growth and development is just needed, but this group of hair boy can not stop the taste buds brought by various spices to stimulate. Just give him several taste better drinks, he will easily abandon your product. Therefore, although this market looks "beautiful", after deduction, this is actually a very unstable market.

But really because of this comparison put the female market as the best choice? Do not know if you have not observed two phenomena in life, one phenomenon is that young mothers always scold their children eat less snacks, or even Forced her child to eat more "nutritious" food. Another phenomenon is that young mothers get together and their favorite thing to do is to discuss how to cultivate their children. When talking about food, they generally know each other and which foods are safer, more nutritious and more suitable for children. And as long as they find "safe and nutritious" food, even if the little guy at home does not want to, but the reality will tell those little guys, "The site mother."

Derived here, perhaps some people have felt, in the case of limited funds. Children just need this market is the best entry point, the value of the most successful output. However, the output object can not focus on who needs the inertia, but should focus on who must "buy" after the need.

Compared to the children on the relative market of natural foods, green food is relatively just need to promote the time, although the product is ultimately for children, but the time of the transaction, you have to focus on his "aging mother", while the children's "aging mother" Where? Not a package delineated in various channels, but more focused on mother and child and childcare channels. The best channel for advertising, not to sponsor what dramas, music programs. Instead, focus on where moms are. And in the value of the output, it can not because the recipient is also an adult beauty woman. Unable to focus on the proliferation of beauty beauty. But must focus on the child's safety and health nutrition. This focus on prominence raises the success rate of ads or terrestrial sales to a higher percentage.

Therefore, in product promotion, we must always remind ourselves, do not inertia, preconceived ideas that are promoting the product. But forget the product, focusing on the value of the product output. In this way, you will be almost the same time through the "value chain" extension, a clear distinction between the customer base qualitatively. Then, after the qualitative differentiation of the customer base, it is natural to get the characteristics of these customers, and then you can easily and easily select the most accurate and efficient channels in the possible channels. Marketers have been pursuing the precise positioning.

And this way of focusing on value output, to some extent, will be more reliable than big data. Because big data is the aftermath of a superficial phenomenon, although he can reveal some laws, the law is variable and not dominated by big data.

But focusing on product value, because product value is relatively fixed, you naturally associate essentially your customer base with an extension of the "value chain." Then, through deep analysis of your customer base, you identify the "branch lines" that are the most easily convertible in the value chain. Next, lock the most active "lot" of the customer base associated with this "spur line," and use this "lot" as a landmark to pick the easiest "channel" to reach. Then, you will never fall into the whirlpool of choice of promotional channels. Because, at this moment, because of your precise lock on the customer, you are as easy to make a decision as someone who, though at the crossing, knows where you are going. And before, because you do not know where your destination is, you're bound to wander around the myriad of "possible" arrivals

Finally, summed up in one sentence: Marketing, marketing and promotion not because of marketing, not because of promotion and promotion. All marketing practices and all promotional measures must follow the "value chain of products". After the customer base is locked in accordance with the objective characteristics of this chain, the characteristics of the customer base, the selection of channels and the ways of promotion are followed. Otherwise, the cart before the horse the consequences of confusion path choice, poor input, less effective, or even thankless.