Five Key Factors Of Conference Marketing For Shoe Enterprises To Become Bigger And Stronger

The conference marketing mode is favored by some enterprises for its low investment, strong mobility and fast capital withdrawal. More and more enterprises, especially health products and food enterprises, are involved in conference marketing. Some enterprises' products came into being for conference marketing. From the production of products to the planning and operation of the market, conference marketing is all around.

However, an objective fact is in front of us; Although conference marketing has gone through a long decade, it has always been difficult to create an aircraft carrier in the industry like other marketing methods. There are only a handful of conference marketing enterprises with annual sales of more than 100 million, and most of them have less than ideal sales.

The marketing mode is far from demonstrating its greatest power. How to use the conference marketing model to make conference marketing enterprises bigger and stronger is a subject that needs to be constantly learned and summarized in practice.

I would like to share what I have seen, heard, learned, thought and thought in the marketing practice, and make progress with my colleagues who are interested in promoting marketing.

There are five key points for a retail enterprise to become bigger and stronger.

1、 Marketing model innovation focuses on encouraging customers to participate

What is the biggest cost of sales? It is not the production cost of products, nor the salary expenditure of employees. The biggest cost of joint marketing is the cost of educating customers, which is the price paid by customers in the process of contacting products, recognizing products, recognizing products, purchasing products, and introducing products.

Our current marketing model generally adopts the process of invitation - visit - meeting - revisit. This model has a huge marketing cost. No matter before, during or after the conference, customers are all served. Every service means that we must pay a certain marketing fee.

A few years ago, because it was easy to invite customers and the purchase rate was high, many enterprises did not care about this part of marketing expenses. Anyway, health care products had a large profit margin, so it was better to earn less. They thought that it was the sheep that made the wool. However, in recent years, the attendance rate of customers is extremely low. Even if they reluctantly attend the meeting, it is difficult to persuade customers to place orders. In order to retain customers, enterprises have to repeatedly invite customers to attend meetings. The cost of customer education has risen sharply after several exchanges, where only pay can be seen and no return can be seen.

In fact, we are talking about innovation every year and innovating every moment. However, our previous innovation only considered the improvement of marketing skills of our marketing personnel, such as the improvement of telephone script, visiting method, meeting place order attack method, product experience or test method. As the ability of salesmen is difficult to increase after reaching a certain limit, unilaterally improving the marketing skills of the marketing team often results in twice the effort and little effect.

When we innovate the marketing model, we should first consider how to let customers actively participate in our marketing team, let customers become a member of our marketing team, and consciously take the initiative to help us do publicity.

Some friends may say: We have been turning customers into our marketing personnel. We have reward points, we call them uncles and aunts, and we regard them as "godfathers and godmothers", in order to mobilize the enthusiasm of customers, staff customers, and let customers help us sell goods.

In fact, only a few of our customers are willing to accept such a kind name as "godfather and godmother", which can become our loyal customers; Bonus points, however, are purely a benefit incentive, and excessive use will increase marketing costs.

Some marketing enterprises have tried to expand marketing by using sanatorium, science and technology museum and other models, with the intention of attracting more customers to participate, but the effect is not ideal. The construction cost of sanatorium and science and technology museum is high and the radiation range is small, so it is difficult to have a big impact on the whole market.

Nine out of ten customers of health care products enterprises come for health. New marketing models emerged this year, such as conference marketing health care center, combine conference marketing model with health care concept, and let customers spontaneously form exercise teams in streets and communities by teaching customers health care exercises, which can stabilize existing customer teams and expand the communication path. Customers who have contacted and practiced the regimen have subconsciously recognized the company, so education will be easier. In the early 1990s, health exercises and Qigong swept across the land of China like a spring breeze overnight. If the conference marketing health center can be perfected by the marketing enterprises, it will surely make great achievements.

2、 The product is forward-looking and practical, trying to form a series

The products of marketable enterprises are basically a swarm. The production enterprises produce whatever products are popular in the market. This method has obvious advantages. It is easy to form an atmosphere and the possibility of unsalable products is small. But the defects are also prominent. The products are very similar, and the market share of each enterprise is relatively small.

The competition of similar products will eventually lead to a decline in the price of investment attraction. In previous years, the investment promotion price of marketable products was more than 25%; Now, the investment promotion price is basically below 18%. It may not be long before the promotion price of marketable products will be as low as 10%.

The reduction of investment invitation price will directly squeeze the profits of manufacturers, and the quantity and quality of supporting services provided by manufacturers, such as material allocation, marketing training, and expert teaching, will shrink significantly. The shrinking of the manufacturer's service is tantamount to letting the dealers live and die on their own. The low investment price will inevitably lead to the failure of both manufacturers and dealers.

Therefore, following the trend of production can only make enterprises drink porridge. Hunger never killed, but hunger never satisfied. The history of merchandising also proves this: nucleic acid is the most popular product in merchandising and also the product pursued by many enterprises. Nucleic acids not only blossom everywhere, but also derive varieties such as nucleotides and oligonucleotides. However, it is difficult for any enterprise to surpass Zhen'ao in nucleic acid production.

In the past two years, oligosaccharides and natto have become hot spots in the market, and the number of enterprises producing such products has increased by more than ten every year. Homogeneous competition is quite fierce. In order to seize the dealers, all production enterprises are willing to invest a lot of money to buy honor and create momentum. But the effect is very little, only one or two of them have annual sales of more than 100 million yuan.

Instead of fighting for the same piece of cake, we should find another way to develop our own unique products.

Product development should first consider forward-looking, and there should be few domestic similar products within at least two years. Secondly, consider the practicability. Although there are more than 20 kinds of health care functions to choose from, there are only one or two that can really be publicized, which needs to be carefully considered according to the characteristics of the product and the market demand. The marketable products should cater to the needs of middle-aged and elderly friends, so the functional needs should be considered in terms of prolonging life, preventing cardiovascular and cerebrovascular diseases, preventing bone and joint diseases, and regulating blood sugar.

Customer demand is multifaceted. If the enterprise has a single variety, it may lead to the loss of customer resources. In order to make full use of the marketing resources, enterprises can develop 3-4 series of products to meet the needs of customers in many ways. {page_break}

3、 Systematic training and fine service

Conference marketing sells concepts. After a new product comes out, dealers and marketing personnel may not be able to fully understand the function and function of the product. In addition, dealers and marketing personnel may not be able to fully understand the company's background, company characteristics and product related marketing strategies. Therefore, the corresponding training should be carried out immediately.

The training includes product training and marketing training. Special trainers can be sent to the market for training, or they can be made into DV or PPT and shown to the market staff. Regardless of the form, the following contents should be included:

1. Health function of the product

2. The scientific research background of the product and the recognition of authoritative persons

3. Comparison and advantages of products with similar products

4. Comparison and advantages between the product and other popular products in the market

5. Operation method of product field test

6. Possible adverse reactions of products and countermeasures

7. Feedback from customers after taking the product;

8. Precious raw materials

9. Production process and technical advantages

10. Enterprise Background

11. Corporate culture

12. Marketing mode

13. Attack skill simulation

14. Handling of common problems in marketing

After the preliminary training for dealers and the market, it is necessary to regularly follow up the service, ask for the dealers' opinions on the company's construction and marketing model, and make timely amendments to improve it.

Conference marketing develops in service. The company should formulate different market plans at different stages of development to promote the orderly development of each market. Several major festivals such as Dragon Boat Festival, Mid Autumn Festival, National Day, Double Ninth Festival and New Year's Day should be well promoted. Care and greetings should be expressed during the Spring Festival, Lantern Festival and Mid Autumn Festival. If necessary, key markets should develop personalized marketing programs.

4、 To do a good job in cultural penetration, the key is to be persistent

Many business owners wonder why the average sales per capita of others' sales teams can reach 40000 to 50000 yuan per month, but the average sales per capita of their own sales teams can only reach 4000 to 5000 yuan per month; The sales volume of a big event can easily reach several million, but the sales volume of a self held event is always unable to make ends meet.

This is actually the difference between building a good corporate culture and not. Good enterprises often have deep corporate culture. A good corporate culture will be recognized by employees and customers. It is impossible for an enterprise without corporate culture to generate amazing sales.

Culture, every enterprise wants to do. However, most business owners have no idea how to build the corporate culture and how to transform it into sales force.

First of all, we should use simple language to condense our own corporate characteristics into corporate culture. Three or five sentences are enough. Some enterprises feel that they have too many things to express, and the corporate culture is very long, seven or eight or even more than ten, which can not even remember the senior management and the boss of the company, and employees have no confidence to understand. Corporate culture is actually the core concept of enterprise construction, which needs to reflect the unique things of the enterprise. The corporate culture should be different and show the characteristics of the enterprise itself. Therefore, there is no need to get into some very old-fashioned things, such as "win-win cooperation", "innovation and progress", and so on.

Chinese culture is broad and profound, and Confucianism, Taoism, Buddhism, and medicine all have their own highlights; Courtesy, filial piety, benevolence, righteousness and honesty are the concentrated embodiment of the Chinese national morality. Enterprises can draw the essence from Confucianism, Taoism, forensic medicine and other schools, and build their own corporate culture based on courtesy, filial piety, benevolence, righteousness and honesty.

After the construction of enterprise culture is completed, it is necessary to implement and execute it. From the chairman to the new employees, there is no exception.

The marketable materials are an excellent tool for publicizing and disseminating the corporate culture. Product foldouts, product manuals, enterprise brochures, Yilabao, hanging flags, posters, banners, PPT, and promotional videos can all infiltrate the corporate culture, especially the corporate magazines, which can reflect the corporate culture through some real and moving stories, which is very persuasive.

Public welfare activities are a prominent manifestation of corporate culture. Through public welfare activities, we can not only show the company's image to the public, but also make employees feel proud, and also make customers trust the company more, so that we can kill three birds with one stone.

I see that many of our marketing enterprises are also very enthusiastic about public welfare activities, and they have donated a lot of money and goods in some major events. However, these enterprises do not feel that the public welfare activities have brought great improvement to their sales.

If public welfare activities want to be recognized by the public, they need to be carried out for a long time. Occasionally, one or two public welfare activities have little effect. Since our joint marketing model is a relatively closed marketing model, in addition to the introduction work at the initial stage of marketing, we rely more on the word of mouth of regular customers. Therefore, our public welfare activities can be targeted at some of our regular customers who need help and those around them who need help.

Public welfare activities can be initiated by manufacturers and organized by various markets. The amount of public welfare activities does not need to be too much. The enterprise can make a plan to spend 1% of the market sales every month on public welfare activities. The manufacturer and the market share a part of the cost. For example, for a market with a monthly sales volume of 500000 yuan, 5000 yuan will be allocated for public welfare activities every month. The marketing team will pay 4000 yuan and the manufacturer will subsidize 1000 yuan.

Everyone has a heart of compassion and helping others. We have helped customers and their relatives and friends, and we will certainly get the return from customers and their relatives and friends. If the public welfare activities can last for one or two years or even longer, our corporate culture will be recognized by customers, and customer loyalty and referral ability will be improved.

5、 If you are generous, you can win the world

Making models, finding products, improving methods, and improving culture can make an enterprise famous in the market. In addition to these four means, the head of the enterprise must also be kind.

Many enterprises, for the sake of short-term benefits, add illegal ingredients to their products, get some fake honors, exaggerate in publicity, and make false promises in marketing... As a result, many incidents have been caused, consumers have complained like a tide, and after three or five years of calling the shots, the enterprises have finally collapsed and never recovered.

Confucius said, "Do not do to others what you do not want.". To be an enterprise, we should also have such a mind.