12 Marketing Tools

A key criterion for evaluating the quality of an enterprise is the final marketing performance (including sales, market share, profit, popularity, etc.). The marketing strength of an enterprise determines the level of its marketing performance. The success and failure of an enterprise is determined by the strategic objectives and marketing strategies of the enterprise, while the 30% is determined by the marketing mix of the enterprise, and the positioning of the marketing strategy is the core of the entire marketing process of the enterprise. 70%

1, experiential marketing, from a macro perspective, the advent of experiential economy is due to the highly affluent, civilized and developed society.

For those who have just satisfied with food and clothing or barely enough to achieve a comfortable life, "experience" is just a luxury.

Secondly, from the micro point of view, the rise of experiential marketing is due to the excellent quality and function of products and services, so that customers' characteristics and interests have been diluted, and the pursuit of higher level "characteristics and interests", that is, "experience".

Experiential marketing is to redefine and design marketing thinking in five aspects: Sense, Feel, Think, Act and Relate.

This way of thinking breaks through the hypothesis of "rational consumers" in the traditional way, and concludes that consumers are both rational and sensual when consuming. The consumer's experience in the whole consumption process is the key to study consumer behavior and brand management.

When coffee is sold as Commodities, it sells for three hundred yuan a pound. When coffee is packaged as "goods", a cup can sell for one or twenty yuan; when it is added to "services" and sold in a coffee shop, it costs a few dozen to one hundred pieces of a cup, but if it can make coffee a sweet and good experience (experience), a cup can be sold for hundreds or even hundreds of dollars.

Increasing the "experience" content of the product can bring considerable economic benefits to the enterprise.

We generally divide experience into five types, but in practice, enterprises seldom carry out single experience marketing activities. Generally speaking, they are combined with several experiences, and they are called experiential miscellaneous types.

Further, if the experience provided by the enterprise to the customer is involved in all five kinds of experience, it will become a comprehensive experience.

Generally speaking, experience can be divided into two categories: one is the personal experience of consumers in their psychological and physiological aspects, that is, personal experience, such as sensory, emotional, and thinking; the other is the experience that must be generated by the interaction of related groups, that is, sharing experience, such as action and connection.

In order to achieve experiential marketing objectives, marketers usually need tools to create experiences. We call these tools experiential media.

As an experiential marketing execution tool, the experience media include: communications, visual and verbal identity, product presentation (product presence), CO building brand (co-branding), space environment (spatial environments), electronic media (electronic electronic) and website, and personnel.

In addition, the five experiential modules have their natural order of use: sense, emotion, thinking, action and relevance.

"Senses" attract people's attention; "emotion" makes the experience individualized; "thinking" strengthens the cognition of experience; "action" arouses the input of experience; "relevance" makes the experience produce meaning in a broader context.

At present, many enterprises make a mess of the quality, characteristics and functions of their products and services. This will not only bring new experience to customers, but will bring negative experience, which will cause consumers' hatred and dislike.

With the traditional marketing concept, enterprises emphasize the "product", but consumers who are not satisfied with quality requirements are not satisfied.

Modern marketing concept emphasizes customer service, but even with satisfactory service, customers are not necessarily loyal.

The future marketing trend will advocate "experience". Only by creating an "unforgettable experience" for customers can enterprises win the loyalty of users and maintain the long-term development of enterprises.

Some excellent enterprises in China can be pferred directly to experiential marketing. Most enterprises also need to make up lessons for traditional characteristics and interest marketing.

2, one-to-one marketing, the majority of businesses are hunting for "one-to-one" on the surface. It is one thing to teach a salesperson to be thoughtful and considerate. As to how to really identify, track and deal with customers and make products or services "tailored", it is another matter.

The core idea of "one to one marketing" is to take "customer share" as the center, to interact with customers and to customize them.

Enterprises should pay attention to market share and pay attention to the "customer share" of individual customers, pay attention to the share of all the products owned by the company's products, and strive to increase their share of the share.

The purpose of understanding the "customer share" is to distinguish the customers. The "customer share" can also be called the SOW Share of Wallet.

We can categorize customers in the coming period of purchase plan (Wallet) and existing SOW share (SOW), classify customers into three different stages: "need to strive for", "need to cultivate" and "need to maintain", so as to conduct targeted marketing activities and provide differentiated and customized products and services.

Enterprises should interact with customers in an interactive way. Enterprises should understand their customers and their consumption habits and behaviors. This understanding is achieved through two-way communication and communication.

Enterprises should be customized.

If enterprises want to implement "customization", there is no need to make great changes to the existing products and production modes.

There are several ways to do this: bundling sales, variable configuration within a certain range, personalized packaging, flexible delivery, personalized after-sales service, payment methods and so on.

At present, many companies may be eager to get huge profits from "one-to-one" learning relationship, and forget that there must be a basic knowledge of both sides. From one point of view, one-to-one marketing is regarded as the equivalent of direct mail order or direct sale, so that "one to one" has become a "one-way street".

The implementation of "one-to-one marketing" is based on the cost of customized profits above the cost of customization, which requires the cooperation of marketing departments, research and development departments, manufacturing departments, purchasing departments and financial departments.

The marketing department should determine the degree of customization to meet customer needs; the research and development department should make the most effective redesign of the product; the manufacturing and purchasing department must ensure the effective supply of raw materials and the smooth production; and the financial department should provide timely production status and financial analysis.

3, global localization marketing, global marketing means adopting a unified standardized marketing strategy in the world. The premise of application is the similarity of countries' markets and economies of scale.

Localized marketing is a marketing strategy that is suitable for customizing the needs of different local markets. It is used on the premise that there are big differences in different markets. The advantage is that the marketing effect is good, but the cost is high.

The global localization marketing mode, which combines the above two, can combine the advantages of both of them. It is a strategy of "globalization thinking and localization action".

In order to get the success of global localization marketing, the first and most critical step is to carefully study the various markets and find out the similarities and differences between different markets.

But in different countries, we should make appropriate adjustments to meet the different demands of different markets to occupy more markets.

After careful market research, BMW has divided customer requirements into three categories: 1 is an equally important feature for all drivers in every country's market segments, that is, universal requirements in Europe; 2 is a standard of equal importance for all drivers in a country, thus forming a country difference; and 3 is an equally important feature of some drivers in all countries, thus forming different target groups.

In the following three categories, BMW adopts three different strategies: providing uniform European style, tailoring the country and coloring people, which greatly improves the competitiveness of BMW brand in the European market.

Later, BMW also applied the global localization marketing mode to the North American market and the Japanese market, and also achieved great success.

The rapid development of information technology has made the world smaller and smaller, and has greatly promoted the process of global integration. Integration and diversification have decided the global localization marketing strategy.

Especially in China with vast territory, large population and ethnic groups and uneven economic development, global localization marketing has further evolved into the trend of localization marketing nationwide.

The relationship marketing between 4 and relationship marketing is to regard marketing activities as a process of interaction between enterprises and consumers, suppliers, distributors, competitors, government agencies and other public. The core of marketing activities is to establish and develop these public good relations.

As an enterprise, to meet the needs of customers is the first condition for survival. However, enterprises should pay close attention to the changes of their competitors and take the lead in the competition.

In competition with competitors, enterprises should consider their own cost and make moderate lead.

Enterprises should constantly study the feelings and behavior patterns of customers. The top and middle level of enterprises should "experience the customers' experience". We should recognize that the following factors affect customers' behaviors: employee attitudes, special events of enterprises, expectations of customers' expectations, customers' emotions and reactions.

The customer's expectation and emotional reflection are external factors. Employee's attitudes and special events are internal factors of enterprises, which can affect external factors for enterprises. But only by improving internal factors is the fundamental solution.

That is to say, enterprises should have a sound system and process, have good training staff, fully mobilize and satisfy customers' expectations, and correctly respond to customers' emotions and reactions.

So as to maximize customer satisfaction and institutionalize customer loyalty.

The specific practice is to use informal situations, use secret customers, and resettlement representatives to work for the customers.

As a manager, we should take some time to listen carefully to the real needs of customers.

An informal listening culture should be developed among employees, with relevant system guarantee, and a formal customer complaint response system has been established.

There are several steps to follow in this regard: first, explain to employees the importance of going out and communicating with customers, listening to the importance of customers. Secondly, let employees see you communicate with customers at least once a day. Third, encourage employees to walk out of the office and visit customers as often as possible.

Fourth, do something that changes because of listening, making listening meaningful.

All that is done is a cycle of listening: the manager decides to listen to the way of listening, to listen to the action, to change the information based on listening, to the result of examination, and finally to decide to listen.

Enterprises are constantly listening to the customers and constantly making progress.