The third course of marketing Manager: Wooden Fish and rock

Marketing is rhythmic and rhythm, like there is a slow, there are light and heavy notes of the combination of music suites, imagine if the May days of music, as the temple of monks knocking on the same as the Buddhist wooden chant the same stability unchanged, there will be today's Rock Day Regiment?

Assuming your annual marketing budget is 120 million, what would your distribution be? In fact, a lot of marketing managers are simply divided by 12 months, 10 million of the monthly distribution, will use this situation to distribute the marketing budget more than you think, this is like a wooden fish like the stability, but can not form a beautiful music, but not in the hearts of consumers to produce impressions.

I think the basic marketing rhythm should be like the following figure:

Focusing on the "timing" of each marketing turning point, how do you decide whether to go into the next marketing phase?

And how should each marketing phase of the budget be allocated?

The horizontal axis from the 0到100% time can be one months or ten years, depending on your industry, commodity characteristics and budget levels, http://www.aliyun.com/zixun/aggregation/12474.html "> Marketing strategy, Market size, target consumer attributes, in practice, how should we proceed?

Notice here that before the goods/services are listed, marketing costs began to be carried out, with the general idea of a comprehensive listing after the goods, before starting to publicize the different ways, by the opinion leader (KOL) to share the trial, we can in the goods or services before the full listing, get the final adjustment opportunities, And according to the market reaction of the opinion leader, revise and refine our target market consumer contour, know the target consumer's contour, can communicate with TA in the way of the media marketing, such as the Facebook community advertisement, the keyword advertisement launch and so on, When a new product or service penetrates the early adopters of the target market, we can start a full listing campaign, from the opinion leader's Word-of-mouth spread to the general consumer's word of mouth, not just to the mass media advertising.

Here I provide you with a simple formula, but the change and proportion of it must be based on your experience and the situation you are in.

Topics, stories, events, ideas and so on can be spread and share, but only your goods will not.

So you have to issue, stories, events, ideas, etc. to package your product, like a Trojan horse, by the dissemination of topics, stories, events, ideas, and so on to share your commodity information, the key here is that the information must be placed in the key information position, In other words, if the product information from the issue, story, event, concept of elimination, it will make this whole information is destroyed and meaningless.

In the part of Word-of-mouth sharing, the key is only 10% of the Word-of-mouth is online sharing, as much as 90% of the word of mouth will be spread online, that is, tea after dinner, in the pantry, in the Friends party is mentioned, and now the mainstream way of Word-of-mouth marketing are concentrated online, Therefore, most marketing managers ignore the fact that the line is the core of word-of-mouth communication.

Would you ask under the line? How can we operate to get word of mouth under the line?

It's really simple, just two. One is the trigger, such as walking with a friend on the road to see your advertising kanban cause topic, another trigger is meat dumplings and sweet chili sauce, in Taiwan as long as you see meat dumplings will think of sweet chili, relative to sweet chili sauce, meat dumplings is a trigger.

The second is to use exposure, for example, I take iphone5s every day to slide, colleagues around the day can see, this is also very easy to cause the topic, if your goods or services are private, not so easy to be displayed, you must turn a corner, with Lenovo, associated, symbolic, The significance of the ejection generation triggers the sharing of benefits.

Therefore, the operation of Word-of-mouth can not only the strategy on the wire, online word-of-mouth operation is more important.

In these steps, the most difficult is the "consumer independent sharing" This phase, how can you let consumers want to help you share it?

In fact, just ask yourself, what do you usually share?

Basically what you're sharing is representing the values of your person and the impression you want others to have on you, to put it simply is to improve your social status, social image of the information, such as you often share some interesting, fun information, on behalf of you want to be in the eyes of others you are optimistic and cheerful person, or you often share the travel information, Does it mean that you want to be a tourist, sunny and passionate in the eyes of others?

The reason why people share something is that they want to be seen by others to enhance their self-image and gain the admiration and encouragement of others, so if you think about the Trojan horse you're wrapping, is it a message for your target consumers to improve his social status? If the answer is yes, then of course the opportunity to be shared by the target consumer will increase considerably.

The

generates traffic to your sales site (whether online or offline) through shared communications at this time you contact with the consumer interface is very important, we must let consumers have a consistent feeling after the purchase to become a customer, customer generated Word-of-mouth is the use of experience and use of feelings, He will also turn his back on your traffic and sales, at this time can strengthen the use of opinion leaders, once again to strengthen the confidence of customers, so that they are more willing and more confident to share the use of experience to friends and relatives, after all, professional tatsu people and opinion leaders say so, is not it?