In the process of market operation, many enterprises will encounter some embarrassing situations, such as dilemma, how to effectively analyze and crack these flaws, often determines their marketing From EMKT. Com. The success or failure of cn operation, the solution is good, the market development will be smooth, the solution will be bad, the market will be in jeopardy.
First, the advertising plan is executed halfway, but the effect is not obvious. What should I do?
The advertising budget of small and medium-sized enterprises is not much. Due to the pressure of competition, in order to survive and develop, with the expectation of advertising, it can be put into operation, and half of the plan can be implemented. The sales effect of the products is not satisfactory, and a large amount of advertising costs are caused. A large amount of funds flowed out of the company, but no sales money was returned, capital turnover was difficult, and relevant market personnel were losing confidence. The pressure of the boss can be imagined, continue to be put on, there may be losses, and it may reverse the situation; if you don't vote, the market expenses will be saved, but the initial expenses may be wasted.
As a result, some companies will compress the second half of the advertising budget and put pressure on the sales department;
Some companies will reschedule the proportion of their advertising budgets, lower their advertising budgets or even stop them, and put their budgets on terminal promotions.
Some companies are convinced that they will continue to advertise and there will be sales;
Some companies will think that the reason why the sales volume is not obvious is because the advertising is not enough, and the sales are increased.
Phenomenon analysis:
If the above situation occurs, it will indeed be contradictory. Is it to stop the original advertising release plan or continue to implement it? Although the effect of Dazhong Media is imperceptible, and not immediate, your advertisement may have attracted the attention and interest of the target audience. Many consumers have already generated the desire to buy, and they are only one step away from the action. But the darkness before dawn is more likely to make people lack patience. If tomorrow's sales volume will really be obvious, today's "halfway" will not be abandoned.
Chen Anzhi said a word: "No failure, only giving up, giving up is the real failure." Sometimes success does require a certain amount of patience. This is to examine the wisdom and courage of the boss. The success of some international big brands is often the power of patience and persistence. The international brand Marlboro cigarettes were originally presented as women's cigarettes. After the market sales were in trouble, they entrusted Leo Advertising Company to re-brand the brand and inspire the male market with the image of “American cowboysâ€. The total investment of 18 million US dollars in the previous year should be a brilliant one. However, this is not the case. After the launch of the advertisement, “Marlboro Cowboy†did not attract much attention, did not play the imaginary marketing role, and even worse, Marlboro cigarettes are still recognized as female cigarettes. There is no problem with the advertising strategy, there is no problem with the creativity and the media, and there is no problem with the capital investment. What is missing? What is lacking is patience! Today, as everyone knows, Marlboro has become a cigarette brand, and one of every five cigarettes sold in the world is Marlboro. It is the lasting patience, Marlboro has gone from mediocrity to glory. When people analyze the reasons, don't attribute its success to the cowboy image or related things. The real key role is the Marlboro Group, after he launched the advertisement. In the difficult period, we persisted in the spirit of perseverance and ushered in success in the end.
You might say: "Marlboro is a big brand, it's a big business, and I'm a small business. The situation is different." So what is the basis for your initial advertising budget? How much does it cost to advertise?
Professional advertising survey data shows:
If the consumer receives the arrow from the same product advertisement three times in a certain period of time, they have a purchasing psychology of 35%-40%, and when the arrow of the advertisement is shot 5-10 times, the purchasing psychological tendency will reach 40. %--70% or so. Therefore, the investment of advertising is based on the market ambition of the company and the sales growth plan. Some companies will budget 7%-8% of their target sales as advertising costs, while companies with higher product margins and stronger economic strength will increase this number to 12%-15%.
Any budget is at best a piece of paper. In case of poor product sales, there are often two ways to choose: either lower the sales target and reduce the market cost budget; or do not reduce any budget investment, but try to go Complete sales. The former is likely to lead to a vicious circle of the market, because the less the budget of your market is, the harder it is to increase sales.
Solution suggestion: If product advertising has little effect on sales promotion, in addition to checking other factors affecting sales such as terminal construction, employee morale ability, and distribution quality, it should also be understood that advertising is not only a matter of quantity, but other things such as advertising. The strategic creativity and appropriate media mix will affect its promotion of sales. Therefore, if there is a situation of "half of advertising, sales are not obvious", you may want to evaluate the effectiveness of advertising, evaluate the three aspects of advertising cognitive effect, advertising psychological effect and advertising sales effect, ask one or more of the following problem:
How many people have seen (listened to) your ad?
How many people left an impression on the ad after watching the ad?
How many people are motivated by the influence of advertising?
Has the sales volume of the products been effectively improved after the advertisement is released?
What are the direct effects of advertising on improving the visibility of companies and products?
After seeing our ads, how many people are more acutely aware of our brand or company name?
Because of the advertisements, how much has it increased objectively and subjectively to those who have a good impression of purchasing our products or services?
The number of people who have learned about the characteristics, advantages and benefits of our products or services as a result of our advertisements has increased the focus of the evaluation of the impact of advertising on the purchase rate, which can be compared with the data of the same period, that is, with different periods. Product ratio, or competition with the same period of time (the investigation can be commissioned by the relevant advertising company).
According to the survey results, if the advertising performance index is not low, it means that the sales are not good or not caused by advertising; if the advertising performance index does not improve with the increase of the advertising time, it is the problem of advertising. Generally speaking, when you formulate the advertising strategy, you must It is not appropriate to change or overthrow at random after careful planning. If your funding situation forces you to increase sales in the short term, once the sales volume is not obvious, you can try the following behaviors to compromise the ideals and reality in a compromised way.
For example, you can consider changing the original 30 seconds to 5 seconds and increasing the number of ad plays in order to increase consumer exposure to ad density.
You can also add the content of the promotion to your advertisement to attract consumers' attention and improve the viewing rate of the advertisement.
If you really can't afford short-term sales pressure, you can use the influence of advertising to strengthen the market infrastructure, increase the enthusiasm of distributors and terminals, increase terminal marketing efforts, and increase the density, breadth and quality of terminals.
å°´å°¬ Second, “the promotion stops, the sales volume dropsâ€
It should be said that promotion is a kind of marketing behavior with "incentive" as the core. The promotion is aimed at business personnel, targeted at dealers, and targeted at consumers. Its main purpose is to achieve a specific goal in a short period of time. If it works properly, it will receive immediate results. However, if the "incentives" are excessive, not only will it not be effective, but it will also have considerable side effects and undermine the normal market order.
With the development of the market and the increasingly fierce competition, promotion has become a regular weapon for marketing. If the advertisement provides the reason for the purchase, and the promotion provides the stimulus for the purchase, the promotion can rob the consumers of the same level of competition. Many promotions are based on the stimulation of some money material benefits. Although the promotion can stimulate customers to buy products in the short term, they also have some inherent side effects, such as “taking luckâ€, “increasing price sensitivity†and reducing Brand quality image can not enhance customers' perception of brand use value, it is difficult to enhance customer loyalty, which is easy to cause "sales stop, sales drop" sales decline, and then increase sales, just played a The role of "hormone", the market foundation is not solid, unregulated promotion activities, will also cause consumers to generate promotional dependence, weakening the basic needs of consumers for the brand, which will seriously squeeze product profit margins In the long run, you will be overwhelmed and fall into the dilemma of riding a tiger and being unable to stop.
The key to ensuring the long-term development of the market lies in building brands and cultivating loyal customers. In order to make promotion more effective in supporting brands and sales, scientific planning must be made for promotion. First, you should be in the overall brand strategy and marketing communication strategy. Under the guidance of the development of the promotion strategy, whether it is the theme of the promotion, or the time, form, gifts, prizes, content of the promotion must be subject to the core value of the brand, marketing strategy. Promotion is also a powerful weapon for brands and consumers to communicate deeply. In this process, four goals should be achieved: promoting communication, promoting sales, maintaining brands, cultivating loyal customers' packaging activities, and using holidays or important opportunities to discount. There are awards and gift-giving activities in the form of technical packaging, so that the promotion "famous name", reduce the damage of the promotion on the brand image, dilute the commercial purpose of the promotion, make the activity closer to the consumer, and more impress the consumer. Promotions should not only stimulate short-term sales, but also provide opportunities for brand promotion. Focus on the theme of promotional activities, integrate advertising, public relations, services, terminals and other communication tools to create a market consumption atmosphere, such as a company to start the Mid-Autumn Festival gift market. "Welcome the Mid-Autumn Festival, provide love activities to parents", whoever buys products, can receive a beautiful health gift. In the same period of advertising, the company also emphasized the theme of giving love to parents and highlighting the parents. When children are old, their health is declining, and their parents should take a look at the Mid-Autumn Festival and offer a healthy gift to their parents. The theme of the promotion has been sublimated and achieved great results. Promotions and other marketing elements work together, and can also learn from each other's strengths, generate synergy, and receive 1+1>3 miraculous effects.
Promote promotions that focus on finding and motivating old customers, such as “trade-in†and “points and awardsâ€, etc., to cultivate a solid loyal customer base, improve old customer satisfaction, stimulate old customers’ word-of-mouth publicity, and drive new customers with new customers. customer.
Promotion should deepen the customer's perception of the value of the brand, and it is easy to improve the effect. For example, when the author was in the service of Tiandijian, the company held the activity of “buying the four-day Tongtang Haigou whip capsule to give the four-generation special supplement wineâ€. It belongs to the warm-up product, the effect time is relatively long, but the effect is lasting, while the special supplement wine has the property of medicinal liquor. After entering the human body, the medicine lends alcohol, it has quick effect, the capsule and the supplement effect complement each other, and the promotion activities are enhanced. Product efficacy cognition enhances customer satisfaction and the activity has achieved good results.
Do a good job in the follow-up of the promotion. After the promotion, you must conduct customer management, carry out customer service work, adopt one-to-one service marketing to maintain the market, carry out club marketing, maintain and consolidate the relationship between development and customers. The promotion should be continuous and meticulous. The system should not be automatically terminated due to the transaction, but should continue to strengthen due to the transaction. Therefore, strengthening the post-promotion service and providing customers with more satisfaction can form a deep good relationship with the customer.
Marketing is the philosophy of actual combat, marketing is indeterminate, the key is the effect. How do bosses and marketers adapt to local conditions and take advantage of the situation, crack the flaws of marketing operations, correctly grasp the skills of operating the market, create opportunities in complex and changing situations, and quickly Occupy the market, enhance sales, and reflect the level of marketing operations of enterprises.
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