Many POS agents are affected by the lack of marketing talents and lack of funds, resulting in many products that are excellent in nature and ultimately cannot be sold in the market. The company itself is also very helpless. If you want to advertise, the annual revenue is not enough to pay for one month of advertising. In case of unsuccessful business survival, it will be affected. Without advertising, there are many obstacles to channel investment, and the market will be difficult to open. Enterprises can only live so mediocrely. Whether it is a business owner or a manager in charge of marketing, it is not a taste.
But it is not to say that there is no other way for enterprises to invest in advertising. I think that we can temporarily abandon the idea of ​​advertising investment, adjust the marketing strategy of enterprises, and invest the core resources and energy of enterprises in the construction of products and channels. Because, products and channels are the second line of business marketing, there is no absolute relationship between advertising and marketing. Then, if companies do not invest in advertising, how should they do the market?
First: make the product fine.
To make the product fine, that is, to make the product the best in the industry, this product concept refers to the hardware and software of the product. Hardware means that the design, performance, efficacy and appearance of the product are better than similar products. This is a hardware indicator that the product is successful in the market; and the software of the product refers to the moment when the product is contacted by the consumer. Is the product information delivered to the consumer accurate and urgent? If it is the first new product introduced in the industry, is your sales concept exactly what the consumer needs? If there are many similar products in the industry Can your product provide the most unique quality information awareness?
The "spike knife product strategy" is a planning method specifically aimed at improving product strength. Its function is that the company does not invest any advertising communication costs, and the single product itself is attractive, and it forms automatic sales on the terminal shelves. A core principle that must be in place for your product to reach this level is that your product has a unique concept of quality perception when compared to similar products, and the concept itself has a unique firewall function that motivates The opponent does not dare to imitate, thus becoming a new product quality category that you have created exclusively, or the highest quality standard in the industry. For example, when all electric water heaters are selling safety concepts, safety is the most critical requirement for electric water heaters. Haier first proposed the "anti-electric wall" function of the products, and claimed that the water heaters with anti-electric walls are the safest. . Because the anti-electric wall logo was successfully registered by Haier, other opponents could not imitate, so Haier electric water heater came to the top and became the industry first. For planning requirements for sharp knife products, you can find the inspiration by reading the following.
Second: make the channel fine.
If you say that the product can be refined, basically you can rely on your own research and development capabilities, production capacity and planning ability to be able to do it alone, then it is not so simple to make the channel fine, after all, this is not the ability of a single test, but It is not necessarily impossible. First of all, if your product has the characteristics of a sharp knife product, it will be attractive to the channel itself. In the marketing characteristics of China, usually a product is only liked by the dealer, even if it It is half the battle.
Let's talk about how we can improve the channel.
I think this question should involve three levels. One is how to let dealers know that you have such excellent sharp knife products; the other is how to dispel their dependence on advertising? The third is how to quickly distribute products to the terminal. Under normal circumstances, if you can achieve these three problems to the extreme, you can basically wait for the net income.
1. Merchants - let more dealers help you sell products
A fixed principle of marketing: If you want to sell a product, you must first have enough people to help you sell the product. This is a necessary hardware for channel increment. Check if your channel has sufficient density. If it is a new product investment, you should try your best to attract more dealers to represent. For example, you can select a relatively professional dealer according to the form of the terminal, or you can select a suitable dealer by region.
There are many ways to attract investment, but the real money-saving and practical operation is still personnel investment. As long as the training personnel are trained and the sharp knife products are planned, it is not difficult to find more dealer cooperation.
2, management - let the channel maintain a healthy vitality
This problem can be divided into two steps: under the premise of ensuring that the channel is as flat and full as possible, the enterprise must strictly and professionally manage the channel. First, it must provide sufficient distribution force for the distributor to help the distributor to carry out distribution and channel management; Secondly, through large-scale recruitment of dealer activities, there will naturally be a phenomenon of unevenness. Therefore, after a period of operation, you can see which dealers are powerful and loyal, and which are half-hearted, so that they can Deletion, to promote the vitality of the channel.
3, the terminal - the real kung fu
Many companies or distributors have spent a lot of effort to enter the various sales terminals, and some even enter the large KA stores, but the final terminal performance is not satisfactory, the main reason is the lack of Terminal management. The terminal shelf is like a battle position. You can have no aircraft cannon (advertising promotion), but you must have the sharp bayonet (good product) and the ability to hold the position (terminal management). The position is the conspicuous display of the product at the terminal. POP data, if it is an important position, even send a professional promotion staff, in order to attract consumers at the terminal.
4, the team - the completion of the channel task protection
Since the company does not have much money or no money to advertise, then many things need to be done, and this person refers to our sales elite. I always think that there is no sales genius in the world. Only those who know and master the sales rules, since the sales are regular (communication), then all the marketing personnel will be trained to understand and fully grasp the sales rules, thus becoming a sales genius team instead of personal.
Mastering the sales rules means that the entire sales process of marketers must be designed and rigorously trained. Since the key to sales is communication, language is the key to communication.
By tracking the sales habits of good salespeople, refining the best parts, removing unwanted or obstructive parts, making them the most efficient and essential, and then replicating the genes. This project will take about a month to complete.
5, the model - the first principle of the regional market
The most important aspect of channel refinement is the method of deep distribution. The deep distribution is focused on concentrating the limited resources of the enterprise to a minimum point. The market is also the same. The small scale of resources is limited, even if the national market is selling. But the focus or base is also a must.
In order to expand the influence of enterprises and create a source of information for viral marketing, companies can choose a smaller market, such as a prefecture-level market, a county-level market, or even a smaller regional market. Then, all the energy and resources will be selected. Put in and achieve the first sales and influence in this regional market, so that you can explore successful distribution methods for other regional distributors, and expand the regional influence to the whole country.
Third: make the information fine
The information mentioned here is refined, but it is also part of the communication, but it does not refer to hard advertising, but some low-cost communication that can be done within its power. Even if the company has no money to advertise, it should make full use of all available resources to pass on its good product information to target customers as soon as possible, such as using websites, blogs, Weibo, WeChat, etc. to edit accurate product information into The viral spread of Yongyong's story-based soft text can also promote the sales of the company's products. The key here is how to edit your information. This is going back to the previous one, if your product has With the concept of quality cognition, you can easily find the source of product information that attracts customers; if you know your target customers, then you can easily edit the product information into the information body that customers like to accept, and everything will be smooth.
No matter how the market environment changes, but the nature of marketing will not change, that is the quality of the product itself and the convenience of the customer to buy, you only have to master this, and then around these two purposes to try to do the best, the market It will be up.
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