Enterprise investment in a lost city
Investment as a means to establish a competitive advantage, this allows enterprises to achieve the purpose of rapid occupation of the market, but investment in fact, has gone into a predicament, many investment enterprises are trapped in a lost city.
On the one hand, there is a wide range of investment advertising, regardless of the size of the focus, beard and eyebrows together. Such as 2002, there is a product in the country more than 20 provincial capitals of the city's cable television stations through the television feature film for investment, the product has not been listed, investment fee has been spent three to five million dollars.
On the one hand, there are a thousand advertisements, the ear is always echoed by familiar slogans: "to create a new generation of huge wealth", "the achievement of 100 millionaires", "to create the miracle of xxx industry ". These words for the first time to speak will be someone to believe, more than a few times we are questioning the attitude.
In the case of many companies competing for eyeballs, how to jump out in this many ads, so that dealers and industry partners to see it, which is a very important issue. But many enterprises investment behavior itself on the misleading questions, investment forms and investment methods of a single, the same, the supply and marketing dialogue platform of the two sides of the missing and misplaced, resulting in the investment of the road is narrower and narrower: investment enterprises believe that this approach is unreasonable, the cost is too high, and the effect is very poor; dealers no longer believe in the investment of the information that investment is to circle the money.
What is the problem of investment, leading to a serious imbalance between supply and demand, manufacturers and communication mechanisms can not be equal?
Investment techniques face to face
Auction type A good product through the auction can be quickly completed in the form of channel construction, the return of funds.
In the current situation of product homogeneity, it is difficult to find such products or concepts, "auction" is less and less likely.
Experiential A good product statement is not as good as your own personal experience.
A product that allows dealers and people around them to complete this experience, thus strengthening confidence in the product, will be a very effective trick.
Take advantage of the new product with the cumulative effect of the original product.
In already have some advantageous resources support, integration of the original advantage to let it focus on the new product investment services, is a very good way. Haiwang colostrum investment should be said to be very successful.
The model type Create a model market to provide dealers with an operational model.
The power of example is infinite, if there are a few solid success samples in the hands of the sample market achievements and its operational experience will dispel the doubts of dealers, so that it is full of firm confidence in the market.
Sweeping type Large capital investment, large area publicity, in a certain range to set off a big climax.
The premise is that the enterprise should have the strength, in the enterprise has a good financial background, if you can set off a climax can also be successful.
But using this method should not be divided into focus, beard and eyebrows together.
Public relations type Integration of various social resources for their own use.
Jiangsu Phoenix Group in Wuxi in August 2002, such as "China's urban residents healthy drinking water seminar", during the meeting both the seminar, but also the enterprise's investment promotion. On the cause of a great response.
Quick war and quick decision type short time to complete the investment of all markets.
Such as the investment of Mandobel insoles, in a month to complete the investment of all markets.
Advertising type Frequent release of investment advertising in the mass media.
Can be based on different styles of media, for its readership, organic combination of various versions of investment advertising.
Event type Connect the product with a hot event.
Take advantage of everyone's concern about the hot event to attract attention skillfully.
Participation-type The investment through exhibitions and trade fairs.
Enterprises through this way if you can complete their own momentum, than in the participation of the site of the investment impact is even better.
Integrated investment as a systematic project, a strategic issue, the entire investment process using a variety of marketing tools.
Including the integration of the enterprise's own resources, social forces to help, etc., can become the investment in the methods and means, if a business investment behavior is handled very properly, it will achieve the effect of multiplication.
The reason for this is that the enterprise's understanding of investment and attention is not enough, resulting in investment in the existence of such and such a misunderstanding:
Misunderstanding: lack of overall planning.
A good product, should be able to complete the investment in a relatively short period of time. If the investment recruitment for a long time, not the product itself is the problem, is that the investment work of the enterprise did not do a good job of planning.
Myth 2: advertising dependence is too strong.
Think advertising is the only means, only through advertising to complete their own expansion, can not find a better way.
Misconception 3: not willing to invest in advertising.
Contrary to the previous point, many companies have sent a large number of marketing personnel back and forth to identify their own dealers, never advertising.
Myth 4: advertising is the same.
Myth 5: investment is short-sighted.
The investment as a speculative behavior, that as long as the goods to the dealer's warehouse, to complete their own money back on everything. This investment is very big trouble, the dealer's goods can not be completely sold in the market. The impact on the investment enterprise is fatal.
Myth six: the lack of communication platform.
Many times dealers can only through the investment advertising, investment information to understand the situation of the enterprise, the two sides can not sit together to dialog, and no opportunity to go deep into an enterprise to understand the background of the product, the efficacy of the other side of the strength. Without in-depth communication between the two sides as a support, blind decision-making to choose a product or dealer is very risky.
Myth 7: investment mode.
Many companies only see one or two methods of investment, and can not operate systematically, through all aspects of cooperation to complete the investment. Some companies have not changed the version of the investment in a year of selling points and appeal points, the whole market promotion planning has not changed, this way can not be comprehensive to the corporate image and strength of the show dealers to understand.
Misconception 8: one trick pays off.
To adhere to the past experience on the follow-up investment is not favorable, after the launch of the new product line, the enterprise should be in the early lessons learned on the basis of bold innovation, try something new.
Myth 9: the lack of uniform layout.
City consumption capacity is not the same, if the beard and eyebrows, provincial capital cities, prefecture-level cities, small counties are treated the same way, to solve the problem at the same time, we can not capture the dealers we want, and a county-level market and a provincial market, a central city and a non-central city, its influence is completely different.
Myth 10: lack of continuity effect.
In the limited time companies often can only complete the first investment, and then have to face continue to go deeper, refine the marketing market and other subsequent investment, such as the marketing network to each prefecture-level city or even each region, then can not be completed in the first phase, the second phase of the investment, the follow-up of the various segments of the market are seized? This problem should also be solved.
External brain, the way to win the enterprise investment
How to integrate innovation?
How to plan and organize events?
How to determine the dealer policy?
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When enterprises face so many investment promotion problems, because it involves the use of a variety of professional means and tools, investment promotion to a large extent can not rely solely on the internal strength of the enterprise to complete, the need to introduce external brain cooperation. Such as investment in two important elements - effective, operational, integrated use of various resources marketing strategy and specialization, know the planning of the investment team - is the internal resources of many enterprises is difficult to support.
Invitation as a systematic marketing project, the need to find investment from all aspects of the means and support points, and the need for the entire investment industry chain of collaboration. In this industry chain, the most front-end is to investment enterprises, the second link is the investment professional service organizations, the third link is the media, the fourth link is the dealer.
If each link can not complete the value-added, the information transmitted from the enterprise will be attenuated or even disappear.
The two very important links in this chain are investment service organizations and investment media. Professional investment service organizations rely on their own professional ability and core resource advantages, can help enterprises to analyze the market more clearly, more perfect investment layout, more targeted solution to the dealer's confidence; and the mainstream investment media gathered a large number of professional readers' resources, itself is the focus of attention in the industry.
What exactly is the way of investment? There are three points worth noting: First, the mindset determines success or failure. Profit-making era has ended, the operation of profiteering mentality is certainly not successful, we should consider the industry's average profit; second, suitable is the best. The best dealers in the industry, the most helpful dealers, often not the largest local, but the most suitable for the enterprise, because it is not big, in order to be sincere with the enterprise. Third, the integrity of the win-win situation. Since we intend to "marry" with the dealer, we should light up their own home base, the way of investment in the final analysis is still the way of the people, only the two sides to put themselves in the right position, cooperation can be a win-win situation.
From the methodology, in China's specific conditions, how can enterprises operate to enhance the effect of investment? According to 8 years of market service experience, we summarized an investment model, namely "5 +1 effective investment model". The "5+1" model is a systematic integrated marketing, which can help enterprises better communicate their voices, but also help dealers to understand more information about the company.
Front of the "5", refers to a model market can be copied, a successful news dissemination, a large-scale public relations activities, a lethal investment manual and a powerful TV specials, the five elements basically covers all aspects of investment work. These five elements are not new, but it is important to integrate the advantages of the key, and to be able to tailor-made according to the specific products and environment, that is, the key to the application of the way and the actual effect.
"5 +1" model in the "1", from a macro point of view is to emphasize that "investment is the first enterprise marketing", the need for enterprises to pay attention to the investment from the height of the strategy. The system operation, and equipped with the appropriate people, money and materials; from the micro, this "1" is the correct positioning. In any marketing practice, positioning is a strategic issue, is the first to be completed. Products can make dealers for the heart, so that consumers love at first sight, depends largely on the positioning of the right, the concept has no attraction, in the segmentation of the consumer market, emphasizing the differences in the product there is no superiority. This point is very critical, is to solve the problem of "a foot in the door".
5 +1 effective investment model
Element one: a model market can be copied.
Seeing is believing, the importance of the sample market for investment is beyond doubt. Successful operation of the sample market witnessed to strengthen the confidence of dealers most encouraging, and enterprises through the operation of the sample market, summarize the successes and failures, often also for the future operation of the national market to save a lot of costs.
Element two: a successful news marketing.
The first thing to be solved in the investment stage is the problem of attention, to attract the dealer's eye team, we must create a good public opinion environment; to jump out in the many investment products and advertisements, we must have an effective communication methods. Dissemination in place, the dissemination of effective in order to allow dealers to establish trust, in the current investment techniques, a single advertisement of strong similarity in the market environment, the dissemination must be innovative.
In practice, we found that if the enterprise can comprehensively use news reports and industrial and commercial advertising two major means of communication, two-pronged, synergistic, can create the best communication performance.
Element three: a large public relations campaign.
Enterprises must learn to take advantage of the situation, the integration of a variety of social resources for my use, to make extensive use of the government, associations, news media, has been successful dealers, has benefited from the words and deeds of consumers to influence the dealers who are about to sign the dealers, so that the effect is much better, and a good investment promotion service organizations, to have the ability to help companies build their own communication platform, through the planning of an influential public relations activities The establishment of an unimpeded communication mechanism, deepen the understanding of both sides, and ultimately to attract dealers and prompt them to make up their minds to sign the contract.
Factor four: a lethal investment manual.
Many good products, good projects, sometimes because of the rough publicity materials so that dealers have lost confidence, or because of the lack of investment book content and let dealers can not figure out the waste of a good business opportunity. Good investment manual should be both the business investment personnel essential tools, but also dealers to determine the strength of the enterprise, product technology content, market prospects, profit returns and other issues of an important channel. Whether it is the design or content, investment manuals need to be professionally packaged, so that it really play a "nuclear bomb" role.
Element 5: a powerful TV promo.
When the dealer on the strength of the enterprise, background, products and responsible person do not understand, and then more words and ads than a powerful TV promo, whether in the dealer on the enterprise intuitive, comprehensive understanding, or to establish the image of the enterprise in the minds of dealers, the use of TV promos are often able to receive miraculous results.