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In the process of marketing, we must consider the issue of promoting its own strength, but also consider the issue of strategic approach.
In fact, the promotion and sales of operational actions in the market are achieved through interaction. Different products are not the same in terms of their strengths, product stages and brand status. When the promotion is strong, the sales force is relatively weak; on the contrary, when the sales force is strong, the promotion will be relatively weak.
In addition, we need to know exactly what needs to be promoted, whether to promote cognition, interest or desire; is it to promote brand awareness or product concept? Only after determining what stage our products are in, can we decide what to do. But now, as if to mention promotion, everyone's previous reaction is advertising, no matter what type of advertising.
This concept is problematic!
We must first confirm the stage and position of the product in the market, and clarify the target group we want to promote. It is male, female, old, young, what is the occupation, how much income, what characteristics, and can accept What is the consumption concept?
Only by making these positions clear can we develop a plan that is suitable for promotion.
We should all know that promotion should have its own variety of expressions, such as advertising ideas, brand names, colors, languages, and so on. When all the actions add up, the expressions in front of the consumers are all within the scope of promotion. For example, if any young person wants to show himself better in clothing and wants Others to feel his handsome, steady and spiritual appearance, then he will analyze what kind of clothes he should wear according to his age. .
What should a young man who is just going to work wear?
Everyone should know that it is better to wear a shirt. This dress looks spirited and has a good professional image. It is better not to wear casual clothes. The chairman of the company may wear casual clothes because he is already a successful person. He is the leisure of successful people, and we are just the young man who is just debuting, still working hard in the direction of success, wearing casual clothes to work, it is not suitable.
In fact, doing marketing and choosing to wear clothes is the same.
That is to say, when the product is promoted, we implement the plan according to the positioning, and the work in the plan is the performance of the shape. We give others the feeling of what product you are, what our packaging is, what our advertising looks like, our sales behavior, etc., all the feelings for the consumer is a big brand, or a small Brand, this is different.
In general, consumers will have an impression; that is, consumers have a feeling.
After the performance is in place, it is the form. When the appearance of the image is designed, it is necessary to consider the form. Now we need to analyze whether the promotion behavior in the market is correct and whether it is in line with the law of marketing.
To promote ourselves is to get the approval of others, then we have to look at whether the promotion behavior is consistent with our positioning. If it matches the positioning, then we need to determine the rhythm of the promotion behavior. Just like the polite language that two people just met when they met, how to relax after being familiar with them, and so on.
The same is true for promotion behavior. There must be a rhythmic grasp and a phased distinction. When the market is in the introduction stage, when it is still in the growth stage, and when it is in the mature stage, what should be used to promote and promote what is different. These are different.
We say that promotion should actually be discussed in a systematic concept. However, the problem now is that many companies are looking for an advertising company to do an advertising creative, to find a planner to plan several promotional activities, etc. In fact, this is a simple recognition of promotion. And did not go through a systematic analysis.
When doing business promotion, enterprises must fundamentally understand what is the promotion, as well as the content and form of promotion, the behavioral orientation of promotion, the rhythm of promotion, and so on. Don't simply blindly do it indiscriminately. When it comes to wasting resources, it will have a huge negative impact on our products and brands.
Others
Furunda Imp & Exp Co., Ltd. , http://www.lygloves.com