As the market's focus continues to sink, in-depth marketing has begun to be valued by more and more companies. “Consolidating strengths and consolidating fortresses to strengthen the site†has become a vivid portrayal of many companies from concept to action. Today, you choose a more effective advertising method and means of dissemination for this region; tomorrow, I use more sophisticated channel strategies and methods of operation in that site, you strengthen the network control, I enhance the market pull, everyone is looking forward to digging three After the footsteps, more gold can be scouted, and, in order to be able to scouring more than others, we have almost chosen the same method of market promotion - marketing the depth to the end! marine vinyl, outdoor vinyl, pvc leather for marine, pvc leather for outdoor Outdoor Vinyl,Coated Fabric For Outdoor,Outdoor Leather Furniture,Outdoor Leather Fabric Vigor Plus Co., Ltd , https://www.vigorplusx.com
In-depth marketing is the trend of the times, but behind this trend, we must also remember that the purpose of deep marketing is to stimulate more consumer behavior to change in favor of their own direction, stimulate the resources of channel providers to their own benefit The shift in direction will eventually allow more consumers to buy, buy, buy, and recommend relatives and friends nearby. The key to allowing consumers to spend more money to spend on your products and let channel distributors to separate out more money and shelves to run your product is to make them love your product and brand. So, how can you make your brand and product get the recognition of most consumers, how can a considerable number of channel vendors sell your products?
First, increase effective dissemination and occupy more consumers' minds to determine behaviors. The divine fineness of the brain controls our behavior and also maintains the rational logic of our behavior. Only more target consumers know our existence. We can only get the chance to be selected by more people. Therefore, the first step of deep marketing is to use effective advertising to let a large number of target consumers understand that we agree with us.
1. How big is the mind and how much sales are there. How much sales will be achieved in a well-known regional brand is not to say how much the salesperson's mind will have. How much is the sales target affected by your advertising? How big is the group, how big your brand and product occupy in the heart of the consumer, and how big your sales will be. Human behavior is constrained by thoughts, and thoughts are influenced by external things. When our advertising influence on consumers becomes greater, our sales will have the opportunity to become larger as the influence becomes greater. .
Then, how can our advertising communication work so that the "heart" we want can be enlarged?
On this issue, many people have stressed that it is necessary to select targeted advertising audiences for their target audiences. This is not a solution for companies with narrow audiences or companies that are unable to devote more advertising resources. For companies that have the strength to become a regional brand, let the people in this area know that your brand and product are the best choices. Because, although there are many people who for some reason can't purchase your products right now, they have eyes to look at and have mouths to review your products and brands. They will have an impact on the purchasing decisions of those around them. When the target consumer is ready to purchase this type of product, if the surrounding people say: “This is a good choice for certain brands.†What kind of impact will this have on your sales? Many times consumers still have doubts about their purchase decisions. He needs people around him to prove that his decision is correct. If the people around him are influenced by the same advertisement, he agrees with the purchase. Within a few brands, his decision will become firm. An electrician’s brand saw this and saw its sales grow substantially by advertising on regional mass media—in the words of their marketing department’s 2000 advertising summary Sex advertising costs are not much, but the effect is very good, especially the effect of the outer city is more obvious."
2. How far will the road affect the road? How far will the road go? Increase the intensity of advertisements to guide the advertising audience? The designer of Colgate said one thing: the key to a good toothbrush is not the toothbrush but the toothbrush. The head into which the mouth is inserted. However, the mutability and stubbornness of the brain's thinking coexist. We need to change the different ideas that come from this head of light to let this head know that the brand is not enough. We have to find ways to be able to make purchasing decisions in this head. Think of your brand first and even decide to only buy your own brand of products. To achieve this, it is necessary to make our various means of communication as sharp as the tip of a needle, so that we can go straight to the hearts of people - from the characteristics of our products and the psychological needs of consumers, we must take into account certain functional interests of the product. A bit of emotional and self-expression benefit comes out, giving consumers a unique reason to buy. We can emphasize one of the selling points through TV commercials or use newspaper soft papers to motivate consumers' potential needs and purchase impulses. From the melatonin of the young-style health products to the solid white that does not hurt the hands, from the black-and-white clear black and white to the flame-proof Wong Lo Kat, the marketing planners are all guided by the consumer through the concept marketing and thus generate the purchase behavior for the consumers. A major influence, even Volvo also used Diana's misfortune in accidents as an introduction, through the newspaper's mass promotion of its importance to safety, awakened a lot of car buyers pay great attention to safety awareness, resulting in a significant increase in sales. Therefore, for deep marketing communication, giving consumers a reason to buy is just the foundation of deep communication. Apart from this, the most important thing is that we have to tell consumers why they want to buy, and they have to start with some kind of inner needs of their customers. To be strong, in short, the deeper the market's appeal to consumer demand is, the deeper it will be, and the more impact it will have on consumers, the better the future sales path will be.
3. Integrate resources and use more advertising media to impact the memory of consumers to enhance their confidence in buying. The main purpose of advertising is to plant seed of the purchase identity in the minds of consumers, and secondly, to stimulate his buying impulse when consumers purchase. To enhance his confidence in buying, the third is to enhance consumer brand memory and increase his brand loyalty. In-depth marketing must go straight to the hearts of people and increase the impulse and confidence of consumers when they actually buy, and they have to rely on more advertising media, especially the power of point-of-sale advertising.
So, when you see the Pokémon logo in some Internet cafes and restaurants, you don’t have to be surprised. It’s just telling you that the international giant has also begun a deep marketing communication; when you see the TCL electrician’s tricks and flying eagles When the image of the switch is spread across various professional markets, you don't have to be curious because the deep marketing communication that focuses on every detail has already come. The door trick tells consumers what to sell here. The showcase showcases how good they are. The purpose of in-depth marketing communication is to add a beautiful flower to the Lijin that consumers already agree with - it has already been influenced by mass advertisements. Consumers see the perfect display of the brands they once knew in the store, and the confidence in buying will be even stronger. Even consumers who have not heard of the brand will have to face this effective terminal advertisement blocking. The brand that impacted his vision will be included in the scope of consideration for purchase. In-depth marketing is all about the effects of this kind of intensive cultivation.
Second, attach importance to value chain management, seize the hearts and minds of channel distributors, and strengthen the sales efforts of channel distributors. As we all know, the channel platform and customer resources of channel providers can bring great convenience to our sales work. Channel sales channels are consumers. The basis for the realization of the purchase behavior, whether the product is sold well or not depends not only on the degree of consumer acceptance but also on the strength of channel business support. While mercenaryism is the nature of a businessman, the heart of a businessman is in interest. How much profit will determine how much support a channel trader has for us. We must establish a broad and stable relationship with our customers, achieve maximum brand loyalty, and maximize the market's control and competitiveness. The first thing we must do is establish a close partnership with the channel distributors and guide the channel providers to focus on Above our brand, through the control and promotion of the sales network, the brand loyalty is enhanced and the market control competitiveness is enhanced.
Therefore, we must strengthen the cooperation in the depth of marketing to strengthen the site. It is our cooperation and sales efforts at all levels of the channel's channels. Only when the cooperation and sales efforts of all levels of channel providers are enhanced, can we talk about the real Strengthen the site to control the network, otherwise, in-depth marketing can only be empty talk.
1. Controlling the network, starting from the value chain management, the success of market control is first and foremost the success of value chain management. When we can make sales network at all levels can make money, even if the money is not much, but basically it can Earning more stable, our sales network will be unbreakable. If business units always want agents to invest funds to open the market, they don't have to put in a penny to do good, or do not consider the actual situation of the market and blindly press the channel to the market, eventually the market is not improving. The market collapses, and this is the consequence of ignoring the management of the value chain - it does not end in greed and perishes in silence. On the contrary, in this regard, we should learn from Samsung, take the market as our responsibility, strengthen the control over the loyalty of channel providers and consumers through the promotion of market rally, and we can also learn from Wahaha, through the orderly distribution channels at each level. The distribution of benefits to grab their hearts. At the same time, in order to ensure effective management of the value chain, we also aim to enhance the market. Collaboration channel providers can find methods suitable for the local market in terms of product promotion, advertising promotion, promotion promotion and price promotion according to regional market conditions. Rapidly realize the circulation of the product, otherwise, if channel dealers at all levels always look at a lot of stocks in a daze, the value chain will not break - when the channel dealers are not willing to sell your products, when your When the network has been largely lost, do you have a foothold in the market? The people who have got people's hearts get the world, the channel providers' hearts are broken, and your world has to be built up?
2. To enhance market competitiveness, from the perspective of improving the capabilities of channel providers, the essence of in-depth marketing is to enhance the market competitiveness. However, market competition is not only the brand competition of manufacturers, the competition for advertisements, and the product competition. Similarly, market competition also lies in The competency of channel providers. The strengths of channel operators’ management capabilities, management levels and sales capabilities also play a very important role in the market competition of manufacturers. If we want to improve our competitiveness in the local market, we must find ways to improve the local sales network at all levels. The operating capacity of sales ability. Once I remember a word, a good dealer is not trained to find out but trained. The training of sales ability of management ability at all levels of channel managers is the best way to improve their competitiveness, their ability is improved, our competition The force will increase accordingly. If we can't improve the direct competition ability of channel providers through the embedded management of the sales team at the dealership like Procter & Gamble, we can also turn the salesperson who is loyal to our channel distributors into the master of product promotion like the promoters. , And, we can also invite agents in the reseller meetings to ask practical experts to talk about how the channel operators can do better. In this way, improving the capabilities of channel providers through various trainings can not only lay a good foundation for us to enhance market control and competitiveness, but also strengthen the relationship between the two parties and move them to deepen the depth of their sense of ownership. . Where the money is, where the heart of the channel provider is, and when we make channels profitable through orderly distribution of interest, and through continuous training to allow channel providers to earn more, the heart of the channel provider will be The control of prison is in our hands, the control of the channel operators is good, and the market is basically controlled.
Third, the key to winning the heart lies in building trust. To win the market, the first thing is to win the hearts of consumers and channel distributors. Loyalty can be loyal to the behavior. However, the human heart can hardly withstand the test of time and time and time and time again. . False advertising, shoddy goods, unsatisfactory delivery, and failure to sell after sales are not worthwhile and will cause certain adverse effects on our customers. If we don’t talk about credit for many times, we will promote advertising and after-sales services. In other areas, such as repeatedly losing faith in customers, killing chickens and taking eggs will tomorrow's chances of killing on the altar of today, the deeper the marketing work, the result will die faster. Therefore, we want to attract consumers to repeat purchases, to allow consumers to actively recommend brands that are satisfied with the people around him, to let more people who use the brand products be loyal to the brand, and to make sales channels at all levels vigorous. Selling this brand of products and gaining trust from customers is the key.
A few days ago I saw a TV news report saying that some manufacturers and shopping malls were jointly promoting false advertising, which caused many consumers to get up at 5 o'clock and ran from a very distant place. The result was told that there was only another one. The store has such a promotional machine and it has already been sold. Since you have come, you will buy something else. Consumers are angry and make a complaint to the TV station. Although manufacturers and shopping malls have defended themselves on the ground that they have the final power of interpretation, consumers’ hearts have been hurt. For these hurtful consumers, as long as there are still Other purchase options, they will also buy this mall and the brand's items? At the same time, for other consumers who are aware of this sad matter, they will also greatly increase their negative impression on the mall and the manufacturers. How can such marketing methods, which have sharply declined reputation as the popularity increase, allow customers to build loyalty? The consequences of losing faith in customers can only allow their customers to slowly invest in the arms of competitors.
Recruiting soldiers and cultivating customer loyalty are the main purpose of implementing in-depth marketing and the fundamental guarantee for achieving marketing goals. When we increase brand awareness, the brand's credibility, reputation, and consumer loyalty to the brand We also have corresponding improvements. We can truly consider the sales work as deep as the customer's inner world. Only in this way can we talk about deepening sales and strengthening people's minds - the heart of customers. Us, our sales are easy to go up
March 17, 2023