Marketing: how can small and medium-sized enterprises make paint market without money?

Core tip: a paint company has been operating in the market for 8 years, and its sales volume has been hovering around tens of millions of yuan The profit of the product is not high, but the cost of production and marketing is high How to make the product grow rapidly in the market without money to invest in advertising? At present, many small and medium-sized enterprises are affected by the lack of marketing talents and capital, resulting in many excellent products in essence, which can not form a best seller in the market Some enterprises have even operated for more than ten years, and are still unknown Their annual income of products still stays in tens of millions or even millions, and the enterprises themselves are helpless Application scope and advantages of roller ceramic coating Recommended introduction: the surface of ceramic rubber plate used for roller ceramic coating is cast into durable rubber plate by hundreds of independent small ceramic pieces Each ceramic piece has raised characteristics Under general conveyor belt pressure, thousands of unique cast bumps can produce positive traction, prevent slipping and extend the service life of conveyor belt roller At the same time, the bottom layer adopts high-quality rubber, which has strong elasticity and can play a good impact resistance role The scope of application of roller ceramic coating is one three six 83857180 (the same as V) 1 Roller coating in extremely harsh working environment 2 The belt joint is not suitable for fixing with iron buckle; 3 It is suitable for leather Paint Home News: a paint enterprise has been operating in the market for 8 years, and the sales volume has been hovering around tens of millions of yuan The profit of the product is not high, but the cost of production and marketing is high How to make the product grow rapidly in the market without money to invest in advertising? At present, many small and medium-sized enterprises are affected by the lack of marketing talents and capital, resulting in many excellent products in essence, which can't form a best-selling market Some enterprises even operate for more than ten years, but they are still unknown The annual income of their products still stays in tens of millions or even millions, and the enterprises themselves are helpless They want to invest in advertising The annual revenue is not enough Enough to pay for a month's advertising, in case of unsuccessful enterprise survival will be affected Without advertising, there are many obstacles to channel investment, and the market is hard to open Enterprises can only live in such a mediocre way No matter the boss of the enterprise or the manager in charge of marketing, it is not a taste in his mind But it's not to say that there is no other way for an enterprise except for advertising investment I think that we can put aside the idea of advertising investment temporarily, adjust the marketing strategy of an enterprise, and put the core resources and energy of an enterprise into the construction of products and channels, because products and channels are the two main lines of an enterprise's marketing Whether there is advertising investment or not has no absolute and inevitable relationship with marketing 。 So, how can an enterprise do market without advertising? First: refine the product In other words, to make the product the best in the industry, the product concept refers to the hardware and software of the product Hardware means that the design, performance, efficacy and appearance of products are better than similar products, which is a hardware indicator for the success of products in the market; while software means that all product information transmitted to consumers at the moment when products are contacted by consumers is accurate and urgent If it is the first new product launched in the industry, then your sales Is the concept exactly what consumers need? If there are many similar products in the industry, can your products provide the most unique and high-quality information awareness? "Sharp knife product strategy" is a kind of planning method specially aimed at improving the product strength Its function is that the enterprise does not invest any advertising and communication costs, and tests the attraction of the product itself to form automatic sales on the terminal shelf To make your products reach this level, you must have a core principle: when your products are compared with similar products, you must have a unique quality cognition concept, which has a unique firewall function, which makes your competitors dare not imitate, so that it can become a new product quality category created by you exclusively, or the highest quality standard in the industry 。 For example, when all electric water heaters are selling the concept of safety, it shows that safety is the most critical demand of electric water heaters Haier first proposed the product's "anti electric wall" function, and claimed that the water heaters with anti electric wall are the safest Because the sign of the anti electricity wall was registered by Haier successfully, other competitors could not imitate it, so Haier electric water heater came from behind and became the first in the industry For planning requirements of sharp knife products, you can refer to the following for inspiration Second: refine the channels If we say that to refine our products, we can basically rely on our own R & D, production and planning capabilities to accomplish it alone, then it's not so simple to refine our channels After all, it's not just to test the ability of one party, but it's not necessarily impossible First of all, if your products have the characteristics of sharp knife products, they attract the channel providers themselves Gravitation, and in China's marketing characteristics, as long as a product is liked by dealers, it is half the success Let's talk about how to refine the channel I think this question should involve three aspects One is how to let dealers know that you have such excellent sharp knife products; the other is how to eliminate their dependence on advertising? The third is how to quickly distribute the products to the terminal Generally, if you can make the best of these three problems, you can basically wait for the net profit 1 Investment Promotion - a firm principle for more dealers to help you sell products: if you want to sell products, you must first have enough people to help you sell products, which is an inevitable hardware of channel increment Check if your channel is dense enough? If it's new product investment, we should try our best to attract more dealers to act as agents For example, you can choose a relatively professional dealer according to the different terminal forms, or you can choose a variety of suitable ways of marketing and investment promotion according to the regional division, but the real money saving and practical is personnel investment promotion As long as you train the investment promotion personnel and plan the sharp knife products, it is not difficult to find more dealers to cooperate 2 Management - keep channels healthy and dynamic This problem can be divided into two steps: on the premise of ensuring the channel to be as flat and full as possible, the enterprise should strictly and professionally manage the channel, first of all, it is necessary to equip the dealer with sufficient distribution force to help the dealer to carry out distribution and channel management; secondly, through large-scale recruitment of dealers, there will be a natural imbalance between good and bad, so after a period of operation, the enterprise can To see which dealers in the channel have strength and loyalty, and which have two minds, so that the channel can be deleted, and the channel can maintain healthy vitality 3 Terminal - facing the door, many enterprises or distributors have made great efforts to put their products into various sales terminals, some even into large-scale Ka stores, but the final performance of the terminal is not satisfactory, the main reason is the lack of terminal management Terminal shelf is like a battlefield in war You can't have aircraft cannon (advertisement and promotion), but you must have the ability of sharp bayonet (good product) and holding the position (terminal management) Holding the position means that the product has conspicuous display and pop information in the terminal If it's an important position, even send professional promotion personnel, so as to attract consumers in the terminal 。 4 Team - the guarantee to complete the channel task since the enterprise does not have much money or no money to invest in advertising, then many things need to be done by people, and this person is our sales elite I have always believed that there is no sales genius in the world, only those who know and master the sales laws Since there is a regular sales (Communication), all marketing personnel should be trained to know and fully master the sales laws, so as to become a sales genius team rather than an individual Mastering sales laws means that the whole sales process of marketing personnel must be designed and strictly trained Since the key to sales is communication, language is the key to communication By tracking the sales habits of excellent salespeople, refining the best part, removing the unnecessary or obstacles, making it the most efficient essence, and then carrying out gene replication The project will take about a month to complete 5 Model - the first principle of regional market: the most important way to refine the channel is the method of deep distribution, which focuses on concentrating the limited resources of the enterprise to a minimum point, so does the market The small scale and resources of the enterprise are limited, even though the national market is selling, but the focus or base is also necessary In order to expand the influence of enterprises and create information sources for viral marketing, enterprises can choose a smaller market, such as prefecture level market, county-level market and even smaller regional market, and then put all the energy and resources into it to achieve the first sales force and influence in this regional market, so as to explore success for dealers in other regions The regional influence can be extended to the whole country Third: refining information is actually part of communication, but not hard advertising, but some low-cost communication within our capabilities Even if an enterprise does not have the money to invest in advertising, it should make full use of all available resources to transmit its good product information to the target customers as soon as possible, such as using websites, blogs, microblogs, wechat, etc to edit accurate product information into meaningful story soft articles for viral diffusion, which can also promote the product sales of the enterprise The key is how to edit your information, which goes back to the previous point If your product has the concept of quality awareness, then you can easily find the product information source 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, the essence of marketing will not change, that is, the quality of the product itself and the convenience of customers' purchase As long as you master this, and then try your best to do well around these two purposes, the market will rise Key words: how to distinguish the authenticity of waterproof coating from the advertising of coating enterprises Jinan Yuxing Chemical Co., Ltd.: excellent quality based on the same kind of information in the world • want to cry without tears, count these "troubles" in the coating industry in 2016; Ministry of industry and information technology: promote the all closed integrated clean production process of coating; this week, some raw material prices rise again, and coating enterprises are forced to follow up Paint enterprise: the walk of heaven and hell! 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