Marketing: a new method of building materials marketing in the era of network marketing

Core tip: no one can resist the temptation of online shopping, and no industry still focuses on offline traditional stores and ignores the existence of the network until now Even if he can't sell products and services online, he needs to quickly start the work of online marketing It's difficult for customers to decide to buy building materials products on the Internet with tens of thousands of purchase amount Most customers prefer to go to traditional stores, because they feel that the traditional stores are reassured to see and buy, and there are after-sales service guarantees such as installation and maintenance, so the sales of building materials products are still dominated by traditional retail stores however Which is the price of Dajin diatom mud Recommended brief introduction: which is the price of Dajin diatom mud? How to buy genuine diatom mud? Guangdong diatom mud agent suggests placing a basin of cold water in the air conditioning room, so that the diatom mud wall can breathe effectively The feature of the breathing wall is obvious When the indoor air is dry, the diatom mud wall will release the absorbed water quickly Put it out to help regulate the indoor dry humidity It is suggested to place a basin of cold water in the air conditioning room, so that the wall of diatom mud can breathe effectively The feature of the wall that can breathe is obvious When the indoor air is relatively dry, the wall of diatom mud will absorb the water Paint Home News: no one can resist the temptation of online shopping, and no industry still focuses on offline traditional stores and ignores the existence of the network Even if he can't sell products and services online, he also needs to quickly start the work of online marketing It's difficult for customers to decide to buy building materials products on the Internet with tens of thousands of purchase amount Most customers prefer to go to traditional stores, because they feel that the traditional stores are reassured to see and buy, and there are after-sales service guarantees such as installation and maintenance, so the sales of building materials products are still dominated by traditional retail stores But even so, the building materials industry's network marketing has always been unwilling to be lonely, making a fresh start Why should building materials manufacturers start the work of network marketing? This should start from the characteristics of the building materials industry Because the building materials products are cold attention products, the customers are often in a state of knowing nothing or knowing nothing when making purchase decisions Most people do not start to understand the knowledge of building materials products until the time of decoration At this time, all the information sources will affect the correct judgment of customers on the brand and products home decoration Companies and installation workers are the professional groups that affect customers' purchase, property companies are the hidden channels that affect customers' purchase, while regular customers and online search are the most authentic and objective information sources that customers think of themselves, so the promotion of building materials products is basically based on two main lines: online network promotion and offline professional group promotion (including home decoration companies, community property and Regular customers) With the enrichment of customers' purchasing knowledge, customers are more and more distrustful of the recommendation of some so-called professional groups, and they are more confident of their own judgment At this time, the role of online marketing is highlighted The power of network marketing in building materials industry is growing at a fission rate If you have not carried out the following network marketing activities, you will eventually be abandoned by the Internet until forgotten by customers 1、 Portal website I have visited several building materials brand portal websites, the result makes me surprised, waiting time is too long is a big problem When I patiently opened the page, I found that there was no content that really attracted me The basic standard modules were the same In addition to brand introduction and product display, engineering cases and enterprise news and other things, the whole page seemed as boring and thin as a promotional dmsingle page Although more and more enterprises begin to attach importance to the work of network marketing, I have to remind those enterprises who want to make their brands bigger, there is still a lot of room for improvement in our portal website What I want to talk about in particular is the problem of brand positioning and communication The purpose of customers' landing on the portal website is more to understand the corporate brand At this time, storytelling is the best means of brand communication, rather than a stiff certificate of honor Therefore, in order to present a wonderful brand story on their own portal site, we need not only the precipitation of time, but also the refinement and extraction of every detail story in the enterprise Two, group purchase group purchase group purchase is a market activity that many businesses are keen on Launching the group buying will bring huge sales growth to businesses Of course, the premise is that businesses must make price discount, and the price reduction must be "awesome" I have also organized many online group buying activities, but I found that the owners who are willing to participate in online group buying have no loyalty to the brand, that is to say, these people are price driven customers, and they will buy the one who gives the price low enough Online group buying is a double-edged sword, which is effective as a short-term impulse measure, but it is necessary to reduce scores for long-term brands From the perspective of manufacturers, online group purchase should be effectively guided by customers The group purchase of products by whom and when must be confirmed by manufacturers before implementation Otherwise, some customers carry out group buying activities in a big way every day for the sake of temporary self-interest, and the brand of the manufacturer is ultimately hurt At the same time, the marketing personnel of the manufacturer must monitor whether the propaganda information of the online group buying activity is true, whether there is false propaganda and exaggerated propaganda, and whether the dealers and their own product packaging propaganda act 3、 The advertising of network advertising building materials products is still in the stage of selling point communication, so most of the advertisements on TV are still focusing on the product function, and have not entered the stage of emotional appeal and spiritual communication Online advertising more directly raised the banner of low price, especially during major festivals such as may day and the 11th, the advertising of manufacturers' promotional activities is flying all over the world, but it is difficult for you to see which brand is carrying out emotional marketing and maximize its brand value by storytelling In addition to the content of advertising to be improved, the form of online advertising is also in urgent need of improvement Most businesses adopt web advertising, which lacks visual impact, and does not establish interactive relationship with netizens Few netizens are willing to pay attention to it I personally think that building materials products are far from being transformed from industry brand to mass brand, and consumers have little knowledge about the purchase of building materials products At this time, who is willing to undertake the education function of product knowledge and industry knowledge, and who is more able to win the favor of customers, rather than struggling in the simple and crude advertising Red Sea, it is better to open up a blue sea battlefield with innovative thinking In addition to online advertising, we can guide customers to experience marketing of products, guide customers to understand and participate in home decoration style design and product use guide, sponsor home decoration, building materials, real estate industry events or spread home decoration knowledge in the form of soft text, which are all considered methods 4、 Community owners forum decoration time is the best time to unite the community owners At this time, many strange neighbors began to actively speak in the community forum, sharing their decoration experience and shopping experience Because of the existence of the network, strange owners began to communicate easily and conveniently Because there is no interest involved, everyone's speech is more objective and fair, so they can be recognized by other owners If the activists and spiritual leaders in the forum are willing to organize group buying activities, the success rate will be much more effective than the manufacturers' own organization At present, few people have paid attention to the marketing of community owners' forum, but the influence of this kind of forum communication is growing, just as Tom Hayes and Michael Malone, the authors of "wet marketing", pointed out: the new trust system is the foundation of the existence of wet marketing It is the next thing for many manufacturers to encourage owners who have already purchased products to speak in the forum, share their shopping experience and use experience, and let these spiritual leaders become the disseminators of "mouse monument" in the new era 5、 Community QQ group is not good, and a little delusional feeling The real situation is that even if we can get the QQ number of each community owner, we still don't know what to do next? The reason is very simple, you will find that today's QQ communication is in a very awkward situation, you want to think about whether you haven't shown yourself on QQ for a long time, you have been in the state of diving If we all like diving, how many people would like to go to QQ group, especially if we are not familiar with each other, just because we live in the same community to establish such a group Even if there is such a group, we seem to have nothing to do but to advertise In the final analysis, Internet marketing can't establish a mass market The relationship between people is two people Internet marketing is the real one-to-one marketing 6、 E-mail is right One to one marketing, e-mail is a good choice I really don't want to lose IKEA's exquisite and practical product catalog, but when I opened my email, I found that IKEA really didn't need to continue to adopt the marketing method of mailing catalog Most of the information I receive is about clothes and books Although I don't care about clothes, my books are 100% ordered from the Internet Excellence - Amazon's customer service not only emailed me about their recent activities, but also recommended several books they thought I would be interested in I asked a lot of store salesmen in the building materials industry They told me that it was more and more difficult to collect customers' phone numbers Of course, they sometimes ask customers for email, but unfortunately, few people seem to know how to track after they ask for customers' email After buying so many building materials products, no business has ever sent me e-mail, whether it's recommended products or thank me for choosing their products I met a home decoration company that sent me several design drawings, but frankly that drawing was not customized for me There are many things we can do in e-mail marketing The key point is to give customers the feeling of being respected, that is, to make them feel that your e-mail is sent to them specially, and not thrown into the dustbin directly 7、 No one can block Weibo Suddenly, there are many friends around us who can't do without Weibo Using mobile phones to Weibo anytime and anywhere is becoming a new way of communication for people at present The power of microblog is powerful enough to broadcast news or ask for help in the first time It is because of the powerful communication strength of microblog that more and more manufacturers have joined in the team of microblog marketing Manufacturers have microblogs, businesses have microblogs, and even store sales staff have microblogs At this time, what microblog marketing needs to do is not to shoot at random