The eagle, who was invited to the scene, has always been an amazing language.

At just the end of an entrepreneur salon, invited to the scene of the carving ye, as always, the language is amazing, he thought that many small and medium-sized enterprises because of the shortage of funds can not be as big business in marketing to promote large-scale operation, but can start from a small place to establish a brand.

"Once you have established the position of the eldest in a certain field, should strive to do more vocal, if indeed in a certain field became the eldest brother, must be willing to spend money, spend energy, spend time, use all the resources and platform to yell out, ' everyone quickly look, I am the industry first, I am the eldest. ' It looks silly, but it really works. ”

"Positioning + channel change" to ensure that the industry leader positioning

From "category is brand, with category thinking with Brand expression" positioning theory, small and medium-sized enterprises must strive to do the industry first, and constantly strengthen themselves to consumers is the first brand concept. Small and medium-sized enterprises should be good at using platform voice, large investment, access to large flow, and constantly yell their boss's position, so as to ensure that the second step on their own superior.

"Three Laws," a book recorded in a large category of the brain can remember up to three brands, such as mineral water in this large category will only remember Wahaha, farmer Spring, will not remember the third is who, most people will not remember the four, five, small category even the second is lazy to remember. The human brain is like a hard disk, facing a huge amount of information every day, the load is very serious. In simple terms, positioning theory is how to let consumers remember themselves, not easy to forget, this is positioning.

Carving ye with an example, "Liv 2006 online started, hundreds of counters, but has been the essential oil industry ' thousand years old." 2009, Liv Oil in the network just do the boss qualification not long time, began to use Baidu promotion and other advertising means to promote the national sales of olive oil first, then I really became the boss of China's oil, shouting over the first after the more and more first. In fact, in the use of a variety of platforms before the sound, Liv in Taobao sales only a little bit more than the second, Taobao background data screenshots have evidence to find, but a daily do not face the DAO, ' I am the first, I am the eldest. ' Analyzing consumer buying psychology will find that in fact, consumers do not bother to do a lot of homework to study why a brand will become the first, consumers will only feel, OK directly to buy sales first, because consumers have limited energy, or busy to love, or busy shopping to eat, it is not intentional to remember a category of the second is who, Once you have a purchase demand, direct and easy to buy the first brand of sales. ”

Carving Ye said, with the category to think, with the brand to express is the basic logic of positioning theory. For example, small and medium-sized enterprises, if in a single field to get the first qualification must dare to speak, use all platforms and means of publicity, to be willing to spend money to Baidu, Baidu search by virtue of its broad market share and lower access mechanism has become a bridge between consumers and enterprises. Must use good marketing weapons, the money must be spent, because Baidu covers 95% Chinese netizens, is the world's largest Chinese website, covering 138 countries, daily response to hundreds of millions of search requests, rich network resources so that more potential customers can hear the voice of small and medium-sized enterprises. At present, many small and medium-sized enterprises due to financial problems, can not be large-scale advertising on the network, enterprises are difficult to stand out in many products, so it can not use internet marketing for enterprises to bring benefits.

The brand of small and medium-sized enterprises can not only let the small partners around to know, but to shout to consumers. Want to small, grasp the internet, catch Baidu search promotion, to take practical search promotion methods, in order to allow more customers to hear your voice. For example, in the choice of keywords, the need to consider product positioning, to be able to highlight the core competitiveness, the more specific, accurate the better. Key words should be reasonable frame rankings, not high price competition, to talk about strategy.

Using Internet Tools to quickly find a precise crowd

Is it easy to understand the Internet in a traditional industry? Or is the Internet more optimistic about the tradition of hanging up the trouser legs? The answer may not be important, the important thing is to contest who "have mud on the soles of the feet, the hands have a cocoon", and then "find the crowd, look at the sky Even a very good category, in terms of how to reduce the cost of transmission should also consider the brand is not a necessity, and the most important is how to quickly find a precise crowd.

A female fan who works in Africa says in a questioning session there are a lot of Chinese and black buddies in Africa waiting to sell their products to China, but the impression of Africa is nothing more than the third World country, in fact, she has a lot of things to sell to China, such as in the beautiful Uganda grassland has a lot of beautiful wild butterflies, The wings can be cut off to make a very beautiful pendant. As product sales, how to subvert the third World country impression to find the precise crowd.

To this, the Eagle replied, "Brand is the category, with the category to think with the brand to express, but the category is high but the principle of the country, if Africa out of a mobile phone, consumers will certainly not be interested in this." But butterflies from the beautiful Ugandan prairies of Africa are more appealing than the butterflies in the Beijing CBD. China, for example, is a traditional industrial manufacturing powerhouse, according to a US survey, and the report shows that Chinese PCs are very well recognised by Americans, so Chinese-made PCs are sold in the US and Lenovo is the world's first. However, if China's fashion bags in the United States will certainly sell bad, each country has its own attributes. ”

As we all know, watches from Switzerland are the best, in fact, the watch is already a small category today, but almost no second country in the world to produce high-end watches like Switzerland, the famous jewelry of Cartier watches must note that the name is Swiss production. In the high-end cosmetics field, only one country in the world can produce the top cosmetics, is France. Top-ranked shoes, bags, luxury goods are France, Italy two countries, this is a High-tech representative of the United States can not match.

For example, the butterfly, which grows on the beautiful African savannah, is a very good category, but its difficulty is how to spread it at low cost, because it is not a necessity in spreading, and how to find a precise crowd is vital. At this time the direct value of the Baidu ecosystem is highlighted, more than 400,000 customers registered direct number involved in many industries, tailored for each industry to meet its unique requirements and needs. The internet permeates the daily life of the public, eating, asking for directions, shopping ... To search from the Internet, its entrance is a large number of small and medium-sized enterprises "hooking up" consumers the most important channels, how to use the Internet marketing weapons to enable enterprises to accurately lock the user, to their needs for direct matching, reduce marketing costs, in the mobile internet era is particularly critical today.