1, how friends and family killed you:

(1) excellent product is easy to get friends and family sincere recognition:

product is good, I can't get away from it, I use it every day. Not taking care of you, but genuinely like it.

(2) The essential difference between the recognition of friends and relatives and the recognition of consumers is that the cost of customer acquisition is different

Only the product is excellent, far from enough, the same excellent product, may have a completely different cost of customer acquisition, which determines the success or failure.

Only friends and family, only the circle of acquaintances, can not achieve a business.

Leaving the circle, it is the cost of customer acquisition and the length of the product lifecycle*** that determines success or failure.

2, how to reduce the cost of customer acquisition

(1) brand cost planning

Doing the brand is difficult, not to do the brand is even more difficult.

The cost of doing branding, that is, the cost of customer acquisition.

The "cost planning" of the brand, including the brand's ease of communication (information complexity, information shock, etc.), the degree of dependence on the communication (topic, etc.), the road conditions of the communication path ~

(2) the cost of doing the market planning backwards

The market, alias demand, alias the consumer.

Doing market = finding touch points + conversion

The touch points are the channels, distributors, all middlemen.

Conversion, it gets complicated. Visual marketing, experiential marketing, sommeliers, tastings, samples ~ all for "conversion".

The cost of marketing backwards is the power of conversion.

Conversion power, including product superiority, brand value claim differentiation, personnel image, consumer tools ~

Numerous links, fear and trepidation, such as facing the abyss, like walking on thin ice. A mistake, looking back is already a hundred years body.

After the link is impeccable, there is the planning of the system.

3, lose illusions, in fact, there is no shortcut

Snakes bite, do not do the market than do the brand simple. Although doing the market seems to save money.