Three ways for SMEs to get rid of "follow-style" marketing

Many SMEs lack innovative http://www.aliyun.com/zixun/aggregation/36284.html "> Marketing models, most of them play a" follower "role in the market. Once a certain hot-selling products appear in the market, they will scramble to imitate, so that after taking off the manufacturer's trademark, it is difficult for customers to distinguish which company's products, which makes the sale of a great difficulty.

When comparing similar products or services, the majority of potential customers are attracted by companies that can offer different values. If you want to do this, enterprises can through marketing activities and competitors to form a difference, fundamentally get rid of "follow-style" marketing dead end, to find their own space.

According to expert experience, graduation from "Follow-style" marketing should start with the following three steps:

1. Investigation of competitors

Before you start to develop effective differentiation strategy, you must first understand the competitor's market information, to do "know the enemy". Collect all the market information you can access, including your opponents ' ads, Web pages, sales brochures, and identify key market and product information from them.

After you understand the competitor's situation, you can start to assess the similarities and differences. Some need to adjust from the product, some from the marketing planning to go to innovation. In most cases, changing the way a product is sold or adding new services is the key to making an ordinary company attractive to customers.

2. From the customer's point of view

Compare yourself to a customer and try to make a choice between a product or a service from their perspective. Usually the most important decision factor for a customer is value. The value is divided into explicit value and recessive value. For example, through the provision of higher than the industry standard customer service, so that customers understand from their own company to buy can enjoy better after-sales service, is a reflection of the hidden value.

To find the right point of difference, the company must understand what is most valuable to the target customer. You can set up a customer team to collect, or you can investigate by telephone, there are many ways.

3. Introduce your new information

Finally, your new core information (i.e. your variance points) must be presented to the customer through marketing campaigns and sales support materials. In the early stages, you can use a medium for a small range of test water (such as a group of magazines or websites), which is an effective way to verify that you are on the right track.

When you 211.html > feel that the target customer has a positive response to the new information you are delivering, you can expand it to other media. According to the company's budget, the existing customers and potential for adequate communication, and planning for 6 months or longer penetration period to allow customers to adapt to, absorb these new information. With these three steps, your company will be significantly more likely to stand out. (CIO Times Network)