RIP the word "promotion" out of the dictionary how to move from promotion to marketing?

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Many people have rebuilt their knowledge system because of the electricity business. The dictionary has a sudden number of relatively new words such as UV, CPC, SKU, and so on. Some simply let people suddenly touch the mind, so the hard disk of information than the so-called otaku more pornography.

With the mention of "electrical commodity licensing", in many words, "promotion" The word appears unusually old, as the 3G card inserted into Motorola V998.

Promotion or marketing, what is called the word is just a code, the original Ji this guy to the wording, because to solve other problems, the first thing to solve is the problem of consciousness.

Marketing is difficult to say clearly things, like the "I Ching", how to say all right, how to say again can not generalize.

Use a joke to make an analogy:

A beautiful girl walks in the street, and suddenly a man comes out, we call it a. Stripped of the arm, exposing a piece of abs, holding a A4 paper in that said: "I have arms and legs, have a nose eye, others have I have, do not marry me you are silly x!—— this is sales."

A beautiful girl walks in the street, and suddenly a man comes out, we call it B. b Hand holding Rose, knelt down to take out a diamond ring, Mouth said: "Pro, my house, car, tickets are all yours, your Lao Tze, the list all to me, also parcel mail oh!—— this is promotion."

This is the two most common behavior, do not be a condemnation.

Stripped of the arm, revealing an abdominal muscle-no media environment, product attributes, audience aesthetic, only for the brilliant;

Holding the A4 paper on that--no primary and secondary expression redundant content;

I have arms and legs, nose and eyes, others have I have-no differentiation, lack of core advantages;

If you don't marry me, you're stupid. x no service consciousness, quick success;

Hands holding roses, kneel to take out a diamond ring-pattern, programmatic, lack of creativity;

My house, my car, my tickets are all yours--not the cheapest, only cheaper;

Your Lao Tze, the list all to me, also packs the mail oh--the service undertakes, can deliver to say.

What is the difference between promotion and marketing? Use the same one and B for example:

A in the door of their own home to pick the cheap media, the contents of the A4 on the paper are all in the media advertising-this is to promote, so that more extensive marketing coverage.

b also use the same props, first mastered the girl's access time, to find a few actresses, in front of the girl to B courtship, flowers, send diamond ring, play Bai Fumi, help their parents cross the road ... Then B then show love to the girl-this is marketing.

There may be doubt, this marketing is not the brush evaluation?

It's not that simple. The first difference is: The evaluation is in the doorway of their own home, marketing more is at the roomed gate.

Promotion and marketing, the most essential difference lies in the consciousness and content, with a classic words to explain: "One yin and one yang of the"-"The Book of I Ching."

Generally speaking: the promotion is a one-way transmission, marketing is two-way. Promotion is a simple thrust, marketing is a push-pull combination, there is yin Yang, there is agitation to lure.

How to move from promotion to marketing?

Ji first used the "I Ching," the first chapter of the three sentences to share the basic logic of marketing-three core.

The first step: "Side to clustering, things with group"

Find the core target crowd.

The so-called like-minded, grasps the most core, the temperament interlinked crowd, will have the biggest brand stickiness.

We all know that people's memory is limited, your target people will not be familiar with the same view of your goods, but through the various dimensions of comparison, to be separated from the comparison, first of all to be able to accurately match the values of the core population.

To find a core crowd means to give up, as to unscrew the screws first to make a screwdriver (screwdriver). But let go is not to give up, is more accurate to the bit the most core group. The more accurate the crowd is, the higher the price resistance, and the stronger your premium ability.

For example, Apple and IBM notebooks are aimed at the precise crowd of designers and engineers, but that does not mean giving up other people and other professions will buy them.

The second step: "In the sky into the image, in the shape of"

Find the core needs of the landing.

Marketing does not fall, put in vain. Any consumer goods can be said to be selling lifestyles.

So the top level of marketing is creating a lifestyle, depicting a people yearning "scene." The so-called "forming", is to let people perceive the product is the most tangible things, can form memory transmission.

"Image" is to create a dream, "forming" is practical.

"Imaging" or "forming", according to the different product properties to decide how to combine.

such as freckle cream advertising:

"Also Yan newborn baby-like flawless Skin", "28 days freckle, invalid refund", who is heavier, who the Lord who times, to their own experience.

The third step: "Dry to easy to know, Kun to Jane"

Find the core brand value.

You can use a word, a keyword, or even a word, a symbol, a color to summarize your brand.

The marketing as a internal strength and the dividing line of external forces, in fact, the cultivation of internal strength should be preventive, know micro-see, the last to simplify. And the reality is usually the reverse, a lot of brands inside a product when the program is very simple, to write a description, advertising time, on a banner on a large number of 300 words also to squeeze the itch. Details are to be detailed, the introduction is to be simple, and must have primary and secondary.

We sometimes write about tens of thousands of words in advertisements, and in the end it is a sentence that is deposited.

What does your brand represent?