How to make your marketing work

Many of my customer partners often give us a response, the company's boss now also began to pay attention to marketing, and spent a great effort to recruit, build a team, and even with the external Third-party marketing company, the result is always marketing no improvement, and now we do not intend to work with third-party companies. The first question I asked was, "Why is your marketing no good?" ”。

Partners are often surprised, yes why my marketing is no improvement? What's the point of this thing? In our view, all marketing should be results-oriented, but in fact, the data show that more than 90% of corporate marketing, all by the boss unrestrained, or planning department closed manufacturing. How can such marketing work? We have shared 6 issues with all our partners, and today it still seems to be very valuable.

1. What is your marketing plan based on?

In our failure to face the customer case, we see a lot of corporate marketing is a follower, or the boss of the decision to pat the head, the resulting marketing plan, it is impossible to produce how obvious effect.

We believe that the real marketing plan should be derived from the market analysis, enterprise analysis, competitors, the target group of comprehensive knowledge based on the development of marketing strategies. Based on the objective and accurate analysis of various data, the insight can be produced to accurately know the current market position of the enterprise and the market direction to be reached.

2. What is the biggest advantage of your enterprise or product?

With a comprehensive grasp of the market and competitors, with the macro-understanding of enterprises, for all the pursuit of marketing effectiveness of the enterprise, the second problem should be to truly find the core advantages of enterprises or products, and the core advantages of the amplification, to be widely recognized the extent of acceptance.

Many of my partners often ask me, yes, I agree with this view, but for example, we are doing European-style furniture, we also want to find our core advantages, but in fact, the market and we have the same enterprises and products too much, there is no difference between us, there is no so-called core advantages, how to do?

In our view, the current homogenization of marketing competition, marketing should be from the consumer needs, enterprises and products, the greatest advantage should come from the satisfaction or discovery of consumer demand. For homogenization of competition, if we stand on the corporate point of view, we are difficult to find the advantages of enterprises and products, but if the real consumer perspective, you will find a new continent.

3. Where is your customer's real needs?

Yes, we have to ask, where are the real needs of our customers? How can I tell if that is the real demand of my business target group?

Consumer's desire to buy, must be enterprise products in some aspects of the consumer, make it worthwhile psychological feeling. First of all, different products in the same industry, the psychological needs of consumers are inconsistent, the purchase of sensitive points are also different. In this place I suggest that all of my partners can communicate with customers in good faith, listen to customers ' suggestions and find their real selling points.

In addition, Maslow's theory of human nature needs is very good insights, it is worth each of the pursuit of marketing people to read and think carefully.

4, you can meet the needs of customers or even better?

Discovered the needs of consumers, but in fact, most customers do not accurately describe their needs, as Ford founder Henry Ford once said "If you ask people what they want, they will tell you to want a faster carriage." "This requires companies to truly understand the needs of consumers, through the surface of communication, to find the key factors of demand."

For enterprises, to find the real needs of consumers, to transform the service system of enterprises, to seek the transformation of enterprise products, so that the target customers to obtain more value, it is to enhance the competitiveness of enterprises, and breakthrough the homogeneity of the basic market.

5, do you establish a complete marketing system, so that your customers more convenient to know and buy you?

In our view, with the industry, enterprises, products, consumer groups in the overall grasp of good products and services, and a large number of consumers, for marketers, means that there is a good marketing base, but does it mean that enterprises and brands must be successful? Not necessarily.

The establishment of a complete marketing system, to provide a more humane purchase experience, the same is the key to success or failure of marketing. Today's product era, the purchase experience will no longer be independent, but a part of the competitiveness of products, for the lack of significant product competitiveness or homogeneity of the very serious industry, this is more evident.

humanized marketing experience, not only the performance of your marketing strategy is unique, but also the performance of the enterprise marketing people back to the source, to abandon the complex and insincere marketing skills, in turn, these inputs in real for the target consumers to provide convenient and comfortable experience level.

6, you can be a constant effective implementation of the above 5 points?

Today, marketing changes are no longer a slow change in the past, in this era, we saw countless new brands to launch quickly, there are countless new brands quickly become obsolete.

This is a big marketing era, the need is no longer unconventional, but really show the sincerity of the brand, to create value for the target consumer group.

This is a big marketing era, because the competition will be unprecedented, the need for professionalism, patience, perseverance, the pursuit of perfect attitude, in order to better establish the competitive position of superiority.

This is a big marketing era, the essence of marketing is to penetrate the hearts of people, and meet or create human needs, so as to bring the performance of the enterprise rapid promotion, so that the brand harvest a wider range of awareness. In this process, for each marketer or committed to the cause of marketing people should form the following concepts, we call the real big marketing.

Marketing is not marketing that can not promote sales.

True marketing should be scientifically rigorous and effective. You may know this, but the truth is, you don't know what to do.

The essence and purpose of marketing is to promote sales, is to sell, this is the eternal truth, but today's marketing, is no longer the past yell, but when the target consumer group demand arises when you are there.

Big marketing is not the most expensive marketing, but the best effect of marketing.

Many peers, and even a lot of partners tell us how much we need to make the marketing campaign, not enough we can continue to increase, you can help us achieve the goal. I do not know whether it can be achieved, but in my opinion, the above behavior is definitely not big marketing.

Real big marketing is to have their own assessment standards, the assessment of the standard is that big marketing can always find the right lever, through reasonable input, get the biggest marketing effect.

Big marketing can make 10000 like 1000000.

Yes, this is not what I said, is the ad crazy George Louise said, he said the big idea is to let 10000 like 1000000 of the creative, big marketing essence and the big idea is consistent.

Big marketing needs a big idea, big marketing needs to base on the real demand of the target consumer group, needs the outstanding creative performance, for the brand and the product sound, the big marketing era, the effect is supreme.

The era of big marketing, is breaking with all the past, but our real business is still hesitant, as German Jewish philosophers and literary critics Benjamin, in the 1940 in the famous "philosophy of History," talking about "the Angel of History", and wrote "He faces the past, When we perceive a long series of events, he sees the same catastrophe, destroys, destroys, and throws a mountain of debris in front of him. The angel wants to stay, he tries to awaken the dead, and heals everything that is destroyed. But a storm came from heaven, and the Storm left the angel's wings motionless, so that he could not get close, and the wind blew inexorably into the future--the angel's Back to the future, and in front of him, piles of wreckage rose. This storm, we call ' progress '. "In today's big marketing era has come, is the initiative to embrace or passive rejection, everything you decide."