Network Marketing and Field survey

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When I was in a traditional marketing master Rong Hanlin under his work, repeatedly received his teachings is, do marketing planning, must not be limited to their own small world, just look at the data on hand, and then think that this is the market ... The market is only so big ... No popularity because the market is not good ...

The one thing Dr. Lung is best at is to take the initiative, when he came to Guangzhou from Haikou, there is no relationship, but he printed dozens of boxes of cards, obstinately relying on their own constantly running the market, running all kinds of business, academic forum meetings and constantly distribute their own business cards, finally in a few months, gradually grasp some resources.

Later, Dr. Lung took the opportunity to submit a real estate plan to the Guangzhou East Butte District Government, and to plan a commercial building in the Huanghuagang area as a high-tech building-he suggested that the property be packaged with a hi-tech concept, and suggested that the Government should give certain preferential policies, Specifically attracted to those high-tech industry stationed, so this year is not a hot-selling real estate shopping center, become Huanghuagang Science and Technology Park, which is the current till ktv (district Zhuang Shop) is located in that building.

Dr. Lung in 99 is how to pass the field survey, and then clarify the idea of writing a plan for these details I have not remember very clearly, after all, he did not work under his hand, the consultation was not very detailed, but the author in the fight with him to train the market, hands-on experience of this Dr. Lung's work attitude of all things active attack.

Field survey

What is a field investigation? In fact, this is another way of saying the field trip, but the real fieldwork is a long time to go deep into the site, and to master the local culture, language, social environment and so on, and then a comprehensive analysis of the method to arrive at a set of conclusions is time-consuming, but later this method of investigation has been improved , can be in a short period of time through a variety of data combination analysis, to obtain a fairly accurate survey results, but in any case optimization and improvement, always need to investigate personal in-depth market visits, this is fundamental, absolutely will not change the reality!

How to discover the rise and fall of the industry, how can we understand the changes in the market? These are things that are hard to feel in the office. The author takes oneself to do the skin care products channel work a small case to elaborate once:

1, the product is not slow to investigate the cause personally

That year, the author and the partner decided to press a certain more market potential goods, would like in 2, 3 months of time to digest the inventory, and then use the funds to enter the season's hot goods. Who knows, imagine is perfect, in fact, into the goods only to find that this batch of beautiful appearance, the efficacy of a good skin care products unexpectedly no one consulted, so I quickly change the strategy, the use of joint sales methods to promote the sale of the goods by a batch of sales, but the effect is poor.

To this end, the author's mood is very depressed, because seeing is about to turn the season, if you can not raise funds in a timely manner, then it is easy to miss the hot sell period, resulting in the manufacturers there is not a good account, and the company can profit from the project reduced, so I remember the former Dr. Lung once taught, to personally experience the market, to do field investigation ... So I associate with the assistant, Non-stop to and from the university, personally to the campus agent to understand the goods unsalable, but also in a few key campus survey no less than 100 of the old customers, learned that they are not for this product brand recognition!

2. Reflection on the source of the wrong

As the author in the purchase, was the factory channel Commissioner, said these goods have potential, because is the main, there will be very rich profits, and neglected, in fact, this is the same manufacturers of different brands-manufacturers in order to cultivate new brands, and the launch of this batch of products for trial. Indeed, if from the efficacy, price, this batch of products and old brand of goods compared to the use of the people will more agree with it, but because it is a new brand, many consumers simply do not know that it is the famous brand of the Twin sisters!

As a result, in order to have money in the hot goods before the turn of the season, the author and partner had to transfer the potential goods to the dealers who had time to nurture the market at a low price. This is the author has experienced a failure of another case, is precisely the author of the Blind self-confidence, I believe that the campus channel can digest the goods, just put the money on this, ignoring the real customer needs!

3. What is customer demand?

I believe that for all the friends who are engaged in marketing work, they will think of such a question every day, that is, what is the customer's demand? The author because in the purchase before not taking into account the real customer needs, so that has to lose money away from the field, then only in the future to do each piece of marketing work before, consider the customer needs first, To avoid the repetition of mistakes.

Take the author is currently the company Amoy K Nets, the author in the work, every day in the consideration, our customer needs? It looks like we are providing a good service, because it is a free KTV booking, but also can enjoy the discount between different KTV merchants, Some business concessions can even be comparable to the membership price, so that those who call friends enjoy not membership, is worth the service experience of members.

If this is the case, then the company's development must be booming, this piece of the market cake should be more and more big, however, when the author's colleagues did an old customer to reorder the data table, let the author into a meditation.

To be sure, the current growth rate is relatively good every month, relying on constantly signing up for new businesses and optimizing the keyword for making money, but why is the market's cake not growing at the same pace? What causes the cake to grow so low? Is it because of too many competitors? These problems, I have always been in the thinking.

Every time the company goes to the signing business to sing K, I always look around, observe the geographical location, observe the consumer age level here, observe the quality of service personnel here, as well as the environmental factors here and so on, over time, the author will have a kind of intuition to produce, think which KTV is a high growth, Which growth rate is not high ... However, intuition is still not as good as text description and data analysis, because intuition is still a very extensive sensitivity, although for many people, have the intuition there will be relatively more opportunities for success, but I always believe that the real data to represent everything, and these data generation and combination, All need the investigation to carry on the careful on-the-spot investigation after the analysis and the comparison, obtained the result.

So, does network marketing need field investigation? The author and friends, and colleagues of the exchange found that a lot of people think that network marketing only need online data, on-site investigation can be free, or even no effect, therefore, the author's idea is: no matter what marketing methods to use, the essence of marketing will not change, products, Channels, prices, promotions, this is the root of marketing, so if you want to really understand the products we are doing or the cause of the market changes, then the field survey is essential!

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