Positioning is the soul of network marketing

In the domestic marketing and business circles, positioning theory has become more and more important, also produced a lot because the positioning of the accuracy of products and brand success stories, such as real kungfu positioning in the steamed fast food chain, Wang Old Kat positioning in the Quhuo can be cold tea beverages, guests located in the 9 vitamins candy. The marketing of these brands, in fact, is to constantly explain to consumers and disseminate their positioning process, through sustained marketing promotion, and ultimately make consumers accept the brand positioning and establish a strong understanding.

And for the network marketing just on the road, young Network marketing consultant company and Network PR company, it seems too late to read Reese and trout positioning theory. So we see a lot of surface very lively network event marketing and topic marketing, to the customer's closing report is very gorgeous, the data is also very beautiful, but still can not let customer satisfaction. A big reason is that they do not focus on product and brand positioning to carry out online marketing. Therefore, although the network produced a small amount of network sound, but the information is haphazard, can not focus on the brand positioning, nature can not continue to deepen the consumer and network of the brand awareness.

For example, many customers want their businesses or brands to become famous overnight, in the network age, this is possible, but if the consumer is only "heard" your brand, meaning is not big, because can not understand the brand connotation, it is difficult to impress your brand, let alone directly generate consumption impulse.

In recent days, Tianya a "Look for 2009 migrant workers Brother, help you go home," the post caused a relatively large social repercussions, but also attracted a lot of controversy. As far as I know, this is a liquor-making enterprises launched a public interest activities. It is worth affirming that the enterprise does the public good. But the operation of the enterprise has a bit of a problem, on the Internet to do when the use of advertising is anonymous posting, there are obvious planning color, and on the other hand, they are in the bus and outdoor billboards on the big advertising, and highlighted the corporate brand. As a result, the media have followed the story, while the internet is a question of speculation.

Look at the background of the enterprise, because often with the industry competitors, the war of words, has always been to people like the feeling of speculation. Therefore, this is a very good charity will easily be understood as hype. From a deeper perspective, the brand positioning and image of the liquor brand has been relatively vague, at least we can not find a "reunion, home Wine" and other related to home brand culture. Therefore, this "help you home" activity is obviously lack of a brand culture endorsement, but also with the enterprise in the past public good behavior lack of coherence, it seems very abrupt. The social audience cannot deepen the emotional identity and brand recognition of the brand from this public welfare activity.

But if it is the main blessing of the culture of gold six wine to do this "help you go home," the public service activities, will be completely different effects. Because the Golden Six "Spring Festival home, gold six blessing" advertising language has already been popular, reunion is a blessing of the culture is an important part. Therefore, if the gold six blessings to "help you go home", consumers will be gold six blessing "reunion drink Wine" This brand positioning to produce a more profound impression, it is natural to increase the brand's identity. There are one months to the Spring Festival, if look also planned a similar public service activities, will certainly bring brand reputation of the promotion, and pull the end of the market. Also, be sure to do it openly, instead of posting anonymously, adding rumors.

To cite another example, Shanghai, a bid for the expansion of the training company, has been trying to open up the situation through Network marketing, the founders and the general manager to find me, I hope I can give some suggestions. I understand that the development of training industry is a very competitive and homogeneous industry is also very serious, and the industry boss of the market share has been very large, optional training as a new company, how to establish an industry position and attract customers? I made a comprehensive analysis of the products, services and teams of the competing companies, and tentatively positioned them as experiential training professional institutions.

But the big thing is that the industry boss's main product is experiential training. If this is a marketing strategy, it is difficult to convince customers that they are more professional and trustworthy than industry leaders. But when I saw their service patterns, I was bright. Competing for a 8-5-0 service, that is, if the training effect assessment (by the trainees and the customer Human resources manager) Satisfaction rate less than 80%, only 80% of the training fee, the satisfaction rate of less than 70%, only 50% of the training fee, if the satisfaction rate is less than 60%, then a penny. I understand that dare to make such a commitment to expand the training company, the choice is the industry's first.

Thus, the choice of positioning: China's first pay-for-effect experience training institutions. "Optional training, effect pay" become the most lethal marketing model, the customer only needs to pay a significant training, which is the most persuasive and the most water-free ads. At the same time, the choice also boldly played the role of the industry subversive, will certainly have a strong impact on the business model and service model of the industry.

Positioning clear, the next network marketing direction is very clear, that is, to the target customers constantly informed and stressed that the choice is "China's first pay-for-results experience training institutions", that is, the choice of positioning for accurate transmission. In the network marketing channels and means of choice, I suggest to search marketing, put keyword ads on google, at the same time choose the Community, Forum, blog and news channels and means of integrated marketing, so that "selective training, effect pay" the spread of the core into the consumer's brain, and establish a strong understanding. The effect is still to be inspected. But I believe that this location-based marketing strategy is right.

Network marketing means endless, many times, we lack of creativity, but around the product and brand positioning to make a reliable strategy. Away from the positioning of the strategy and creativity, even more stunning, the effect of a sensation, may not be able to give the corporate image and business volume to bring positive promotion and pull role. Workers, in the call of marketing team members before brainstorming, first back to the original point of the brand, so that you first find or clear the positioning of products or brands, and then to tailor the network marketing strategy, you may find that the solution will be more solid. Because there is positioning this indispensable soul in it.