Marketing: seven factors that cause the disconnection between marketing dream and reality

Core tip: Zig Ziglar, who died not long ago, is a legendary sales master, marketing master and inspirational speaker He has left us countless famous sayings related to building a successful life style Among them, it is well known that "if you can dream it, you can achieve it" Although all people can have their own dreams, not all people can dream the right things Even if he 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 House News: Zig Ziglar, who died not long ago, is a legendary sales master, marketing master and inspirational speaker He has left us countless famous sayings related to building a successful life style Among them, it is well known that "if you can dream it, you can achieve it" Although all people can have their own dreams, not all people can dream the right things Even if they dream of the right things, the way they pursue their dreams may not be right That's why they can't make their dreams come true There is nothing like marketing to prove that In the field of marketing, marketers usually want to sell products that can't meet the needs of consumers, or products that are not innovative enough to win in the competition Or they do have the right products, but they can't conceive or deliver the right advertising words to ignite consumers' imagination Take the Windows8 advertising campaign of Microsoft Corp for example So far, it has not been able to successfully turn dreams into reality, but it is too early to draw clear conclusions and determine where the problems are There are seven factors that cause the gap between marketing dream and marketing reality Specifically including: 1 The products or services provided by "provided products or services", or "products + services", must meet the actual needs of consumers For example, Apple's products fill the needs of consumers in mobile communications, computing, music and product differentiation Nike provides customers with high-quality footwear, clothing and accessories Starbucks provides consumers with a "third place" away from their homes (and workplaces), where they can socialize while drinking coffee Red Bull provides consumers with quick energy drinks 2 Innovation "provided products or services" must have innovative elements, provide value superior to traditional products, and also have the characteristics of focusing on new trends, so as to arouse the imagination of consumers For example, to ensure that the products launched are competitive, Apple has absorbed many unique advantages - simplicity, functionality and product compatibility As a result, each of Apple's products has brought unique value to consumers 3 The choice of target groups some consumer groups are more likely to accept innovative products than others, and they should be the early targets of marketing activities Apple products usually target two major target groups, namely "pioneers" and "early adopters" They are extremely sensitive to marketing activities The former refers to those young, active and curious consumers who are obsessed with novel or exotic products The latter refers to consumers who are optimistic about the future of their products and believe that they will improve their personal and business life quality in the future The latter has more people than the former, and they are the bridge to another larger group, the "early mass users" 4 The advertising words marketing activities should have the advertising words that can transmit the product attributes to the target group In terms of presentation, it is better to use the words and contents familiar to consumers in advertisements, so that the advertising words are attractive, clear, convincing, transparent, direct and sticky We should also adjust the attributes of the advertising words, so that when consumers make a purchase decision, they can recall or recall the advertising words In order to attract different target groups, we also need to choose the right media and adjust the theme of advertising words 5 Social occasion marketing activities are very sensitive to the occasion, condition and environment, place and time when the advertising words are sent out The "occasion" here is like a magnifying glass, which allows consumers to see or imagine things they could not see or imagine before If it is put in the metropolis, the effect is much better to put the advertisement in front of the landmark building than in the inconspicuous place Similarly, it is much better to launch advertising words after an important event that arouses widespread concern than usual 6 Advertising communication will strive for "influence agents" (that is, those consumers who have more obvious effects in influencing others) to join your marketing activities, so that they will spread the advertising words of the product and introduce the product to their neighbors, friends, colleagues or members of the club Use viral marketing to target, support and enhance your influence 7 Speculation, as a marketing activity, adds emotion and speculation elements, so as to speed up the spread of advertising words among a large number of consumers and expand the scope And stimulate interest and desire in products to promote speculation and dissemination Then, the hype and communication will become a kind of herd consumption behavior, which will help the products to cross the "gap", especially the gap between "early experimenters" and "early mass users" All in all, the marketing that ultimately makes the dream come true starts from the market, not from the ivory tower of the group headquarters It is about unique and innovative products, and the way to achieve it is to publish advertising words for the right consumer groups in the right occasions, and win over a large number of "influence agents" to spread and spread advertising words to the public consumers Six values that management consultation can bring to coating enterprises: new media marketing status and solutions; similar information; the model that coating enterprises can learn from -- Sam's club model; the perfection of coating after-sales service; how small and medium-sized coating enterprises make use of the Spring Festival holiday to consume; another hole for o2o or coating e-commerce Paint industry integrates into the development of the Internet to promote the prosperity of the industry Paint marketing: not all paint products are suitable for holiday marketing Experiential marketing mode ------ you price it Micro marketing opens the era of precision marketing Paint enterprise culture, focusing on thinking The eight strategies for online marketing of paint enterprises are paint home, which focuses on paint, diatom mud and paint paint, Coating technology, fire retardant coating news and coating, diatom mud, paint coating, coating technology, decoration knowledge and decoration effect map of fire retardant coating,