Abstract: we all know that the world has
changed dramatically, now palm high-tech equipment storage of information than
30 years ago a whole house more than the amount of information stored. Of
course, the enterprise marketing method also change, and the past 20 years now
than enterprise have more media choices and transmission channels.
(March 2012) we all know that the world has
changed dramatically, now palm high-tech equipment storage of information than
30 years ago a whole house more than the amount of information stored. Of
course, the enterprise marketing method also change, and the past 20 years now
than enterprise have more media choices and transmission channels.
However, the only have changed is the
person's nature, therefore, are now still see young entrepreneurs make same
mistake again.
In the 1990 s, direct marketing way are
mainly is direct mail (product catalogue and letters), telephone marketing and
television shopping guide only. From then on, the E-mail marketing, pertinent
higher network marketing, mobile phone marketing way rise in succession.
The direct sales model of the enterprise,
mainly rely on some reliable law of the business. Friends it is important to
us, and I know you are very shy.sis and test, analysis and the nature of man is
to buy the understanding of the motivation. Again, although our purchase way
may have changed, but our way of thinking and no change. We are still the same
desire drives, also still like our parents and grandparents as a response. For
example, you first see the all of o "3 d movie of the reaction, and I was
in the 1970 s the first time to see the" Star Wars "the response to
the special effects.
In the new media channels and advanced
technology application process, I often find some typical mistake, also think
of some of the traditional marketing law. Below is my most cherished five * *
is:
Rule 1: "442" law
The 442 law that the marketing activities
of the effect factors, specific as follows:
· 40% success depends on marketing object;
· 40% depends on offer or products;
· 20% depends on the marketing idea.
Law by direct selling master Ed MEL
(EdMayer) put forward, and widely used in the 1960 s, although not apply all of
the situation, but I often like to mention of a law. You will find that most of
the successful sales comes from the right of information to the right people.
If you can find the most interested in your product, so successful sales chances
of high. The successful marketing and no secret.
Innovation is very important. The design of
the marketing, colors, fonts and did very well, but not sufficient to ensure
the successful marketing. Marketing activities of targeted is the key, which is
why large 团购网 stood
willing to spend a lot of money to further the cause of the study. In fact, I
think, they have found a solution, only for lack of the products on the market.
Must make clear who is your customer, if
you can to marketing, and whether can find their use of means of science and
technology (the appropriate marketing way). And then at the right time to them,
and the right information transfer. This is the key to the success of the
marketing activities, precise application a known law will achieve successful
marketing.
Rule 2: RFM model
RFM model is the meaning of: a recent
consumption (Recency, they a recent purchase of time??? What???) , consumption
Frequency (Frequency, how often do they consumption a?) , consumption amount
(MonetaryValue, they have spent money?) . The traditional model of customer
segmentation is used to. Those who have recently consumption, and often
consumption, spending a lot of time of customers, belong to the best customer.
There is a simple measure of RFM model method, is to give each variable set
five level, give them mark from 1 to 5 (1 is the lowest, 5 for the highest),
and then to give each customer allocation. 15 points client is the best
customer, and three points customer estimated to be unprofitable.
The law passed the test of time, because no
matter you are in which industry, customers are not the same. So subdivision
customer is very important, so you can give them more related information. Now,
there are still many enterprise to the entire customer base to send the same
email and text information, was amazing. And these firms often use the "no
resources" such an excuse, usually means that they are not in
"442" law of their time distribution.
Rule 3:16 rules
16 law is the longest the traditional
marketing law, also known as the "pareto principle". At that time the
20 th century or so, will fredo · pareto (VilfredoPareto) attention to 20% of Italy
In fact in the business world, 16 law is
everywhere. In many of the enterprise has a stable customer, you will find that
20% of customers to create 80% of the sales or profit. Also, 20% of the goods
produced 80% of sales.
The network marketing is also so. In social
media, if you do an experiment, will find that 80% in the blog, Facebook and
Twitter announced on the news, only 20% of the friends see, and you 80% of
respondents also come from 20% of your friends.
If you pay attention to the message of the
industry standard open rate at about 25%? This means 80% of E-mail only 20% of
the people at the open, and the same applies to hits.
Apply the law can understand and understand
that "a few decided to most". Pay attention to cultivating customers,
from 80% to 20% of the population belongs to explore customers. Use this order
constantly improve your web site hits, marketing efficiency and product sales.
Try to break the laws of 16, even if you can't, also can improve your sales
performance.
Rule 4: AIDA mode
This is my most cherished a rule. AIDA
(Attention) on behalf of Attention and Interest stimulating (Interest),
stimulate the temptation (Desire) and contributing to buy (Action). Use a
creative information attract potential clients attention (such as AdWords
sponsored links), when a potential customer began to focus on enterprise
provide services and solutions, will therefore have an interest. Persuading
customers to believe that your solution is the best plan, the desire to buy
success stimulated, and finally to act.
Remember this paper I mentioned before the
nature of man, has not changed? This is the proof. AIDA mode is decided to
purchase the only road. According to the characteristics of in your industry,
perhaps two seconds or 2 years AIDA marketing model will have an impact.
Rule 5: depreciate sales promotion >
discounts and promotions
It is for the last one law, enterprise for
many years to through traditional marketing way to be consistently profitable.
This law that all of the simple things are equal, direct depreciate sales
promotion way than the sale promotion means can lead to more market reaction,
and bring more economic benefits. A lot of people say the practice approval.
This is about human nature. This rule that
people like simple and direct way. Consumers don't like thinking, they are
particularly don't like to do arithmetic. Direct preferential prices, people
can know immediately. And at a discount to calculation, and, sometimes, can
give a person a kind of feel cheated.
Above is the five everlasting marketing
law, can help improve the enterprise marketing level. These rules will apply at
any time, so remember them. But more important, remember their essence:
Remember: the target customers and marketing
content, more important than marketing way.
Remember: all the customers need to segment
the treat, a few decided to most.
Remember: make customers buy is need
certain of the process.
Remember: consumers don't like thinking, so
marketing should as far as possible simple.
