Beer And Skittles, Marketing War, Trust And Reliable Marketing

First, the birth of trust marketing.

The influence of eating and drinking marketing in the marketing world of twenty-first Century can only make the operation of enterprises worse and worse. From the analysis of the previous section, we can see that the ill condition of industrial marketing indicates a new marketing thinking to replace the old grey marketing, which is also the trust marketing.

Now, no one in industrial marketing will ever be good because you have a good relationship with your product and you can trade with your product.

Basically, the product is difficult to meet the needs of customers, who is willing to take such a situation, too little.

Case: what can I give you, my "lover"?

Some time ago, a landslide occurred in a subway exit in Beijing. Once this happened, the competent department of the building could not get rid of it.

Some time ago, a project manager of a building in Hunan had been temporarily detained.

Because the bridge has not been built yet.

When asked, they all said, "almost built," and all of them collapsed.

So now you find that industrial marketing is becoming more and more prudent and more rational, even if it is willing to help you.

But it is becoming more and more rational.

In this case, today's marketing seems to consider more of him:

The first point: does your company have the strength and ability to do research?

Before you do business, you may not have a factory yourself. If I borrow someone else's factory, I can hang a brand.

Now the situation is wrong, customers see more of your company in the industry there are no successful cases, your company in the industry there are no typical customers.

The second point: how does your company do technology, can you give me a technical exchange?

Third point: customer testimony.

If your company is an electrical automation industry, if you say that the Three Gorges project is using our electrical equipment, you say that the Guangdong Dayawan nuclear power station is using my equipment, then you basically find that the paction should be no problem.

A small power station is thinking, "Wow, such a big project, government projects are using your company, that's like my company is no more problem", at least prove this strength.

Relative to our dear customers, what should our company do for you?

Technology quality, brand or price?

Two, the difference between grey marketing and trust marketing.

Three. Trust tree rule

Case: the premise of trust Marketing -- reputation

95 years - 97 prime time, there was three oral liquid produced by a manufacturer of oral liquid.

95 years to 97 years, this period of time was brilliant. One year, they made 8 billion sales in one year, and they did very well. So President Wu Binxin, President of, said a word, so that he and his family are very envious now.

He said something. He said I had to give orders: 24 hours in the north and south of the river, we could receive three GM propaganda materials of our oral liquid.

It is not enough for them to paste the material onto the walls of other farmers' houses. They even put the material on the pig pen.

So it's crazy.

Who knows this thing, because drinking three oral liquids, good intestines and stomach, good sleep, just like the brain platinum, and one thing happened. In Wuhan, Hubei, the 72 year old old man drank three oral liquids and drank away.

As a result of this incident, another thing happened in Henan. Another person drank three oral liquids, and then drank and left. So, when the two incidents were exposed, within one month, all dealers fled.

Finally, the product of the company was basically destroyed.

All of you have found a situation that is too much exaggeration, too much packaging to emphasize your functions, but the fact that customers really accept it is a fatal injury to your business, so it may lead to the destruction of the business.

In 2006, a case of SK - 11 cosmetics is actually similar to that. So you find that fast moving consumer goods can advertise and paste DM to increase awareness, let all people know, but industrial products can not.

For example, if you say my company is in good service, my company will be able to catch up with you within 24 hours, and you will find it useless.

Why?

Perhaps you are in Beijing, your customer is in Xinjiang, you say 24 hours to arrive, even if you take a plane, there is a flight in the morning, that is not good, that day also heavy fog, you found that your flight basically can not fly.

If you say 24 hours, how can the customers believe it?

You might as well build a service station in Xinjiang and build a service center.

You said we have a technology center. We can ensure that you will be on call within two days.

In this way, customers will be more aware.

Therefore, in industrial products, it emphasizes the reputation.

The reputation is genuine. You really drink your brain white body and sleep well.

With your product, you really feel that there is no problem with technology. With your product, you really feel at ease. This will be more important.

Therefore, these models are increasing the performance of the company, and this premise will be the premise of trust marketing.

Case: the premise of trust Marketing - reputation 95 years - 97 prime time, there is a manufacturing oral liquid business - three oral liquid.

95 years to 97 years, it was brilliant. One year, they made 8 billion sales in one year, so they did very well, so his chief executive, Wu Zong (Wu Bin script src=>)