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Choose Suitable Local Media To Focus On Publicity.

2008/9/9 10:34:00 41813

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Solve the problem of different agents in the same province

Enterprise: we belong to a brand wholesale company. Generally, each province only designated one level agent, and there are 2 agents in a small number of provinces. But there are often problems of customer competition and exclusion. But 2 agents can raise sales volume from point sales. How should we treat such problems?

Or how to solve this kind of contradiction?

Guo Hanyao: first of all, the era of one generation and one generation has slowly passed. The site is too large for an agent to operate, can not meet the Headquarters sales demand, does not meet the interests of the headquarters, agents will slowly reduce the area, and toward a flat trend, from the previous generation to the current one district, one agent or a province, so that the brand headquarters is helpful.

And how to solve the problem of agents in the same province, its real root lies in the problem of stock management, that is, how to manage goods between the two regions.

Brand headquarters must severely punish the problem of goods distribution, protect the interests of dealers, bosses should not be a time for sales growth, to distribute goods freely.

The long time malicious distribution can only lose the dealer, which will affect the brand development. Therefore, we must strictly formulate the policy and process of goods distribution, so as to ensure the healthy and stable development of our brand in the future.

Market research must be measured by footsteps.

Enterprise: how to carry out market investigation in a new area?

Guo Hanyao: first, the market is arranged.

Market research is based on footsteps rather than heads.

Second, no quantity, no quality.

If we want to find potential target customers, we have to cast a net in a comprehensive way. The more fishing we focus on, the more contacts we can find, the more possibilities we have to choose, the more beneficial it will be for enterprises.

Third, looking for agents to follow the principle of matching each other. Small brands look like big dealers. They do not agree. Small brands do not have high status in large agents. Generally, large agents always have more conditions for companies, and generally only take small brands to fill goods and make up for their deficiencies.

Of course, in the absence of (other agents to choose), it is better than nothing.

I suggest that the best customers lie in "talent".

The boss's desire to earn money is very important. Those who have some money, but have not independently operated a market (agent), hope to work together with the company to develop jointly and successfully, such a customer is the target agent of high quality.

Fourth, we should understand the circle in developing new markets, pay attention to the principles of internal lines, peers, competitors and markets are the best teachers.

In the local market, we should have friends and go deep into the circles to understand the truth behind the dealers.

Choosing local media

Enhance dealer confidence

Enterprises: how can we make use of local media to brand and enhance the confidence of dealers?

Guo Hanyao: first of all, we must make it clear that when we choose to launch large media, enterprises must put in place according to the brand positioning, the expected effect of advertising, the budget and so on. During the order meeting, advertising is mainly aimed at distributors, and we can consider putting into strategic delivery and selecting advertising methods that meet our business interests. For example, local newspapers, outdoor media and portals do not necessarily have to be hard and broad, and can be put into effect through local media planning and soft news.

If you open an order in Jinjiang, it is obvious that it is not appropriate to advertise at provincial TV stations. People will not see your advertisement in the whole country. When you have not seen your advertisement, the local Jinjiang economic newspaper, outdoor billboard and website will be a good channel to put in.

Whether or not to invest is budgetary, and the purpose of investment should also have a corresponding budget. For small and medium-sized enterprises, if we choose local media, we can also achieve the role of momentum.

However, this kind of investment method needs technical cooperation. For example, it is also hard and broad investment. The congratulation of a certain brand congratulates a certain order will be a little skill, but the effect is different. Especially during the ordering period, when our agent comes to the door of the brand location, the enterprise has no action list, and what the voice does not hear is perhaps a defect for the whole order of the enterprise.

At the same time, a brand must also ensure that its own brand is highly consistent with the amount of information, so the use of local media will be able to rally.

Nowadays, the new SEM verification marketing is also called search engine sales mode. Nowadays, before choosing a brand, consumers usually turn on the computer before entering the brand, type the search content, and see your brand exposure and network status.

But the lack of network information affects the brand image, but if it is good at using local media coverage.