Six Cases Of Advertising For Death

Companies are putting in the media.

Situation 1

Enterprises do not understand products.

Is it hard to understand? Products are produced or sold by enterprises. How can they not understand it? In fact, many enterprises do not really know their products. This phenomenon is mainly manifested in: the enterprises only know their product's advantages, but do not know the advantages of others' products. When you speak out the advantages of their products, consumers find that your products are not better than others, or even far less than others, or compare with other people's products.

Consumers have no interest in seeing your product in advertising.

Another situation is that enterprises do not even know where their product advantages are, and they have the advantage of selling points, but they are not used by enterprises.

The advantage of product is to display the characteristics of the differentiation of your products in advertisements. There are obvious differences. This difference exists in many products. I have explained in the article "Eight Strategies for advertising in enterprises".

Situation two

Superstitious belief.

Many enterprises' advertisements do not start from the objective, but are superstitious with the ideas of some "masters". These ideas are almost nothing to do with the product, and have nothing to do with the interests of consumers. It sounds like a good idea. After advertising, he finds that he is not the way to solve the problem of business marketing.

For example, a boss of an office furniture manufacturer told me that a planner had taught him to build a big billboard on the roof of the factory. He wrote "big words", which allowed many people to watch.

Even if many passers-by approached the furniture factory out of curiosity, would it be "right to see" when they arrived at the factory gate? This kind of "unreasonable idea" was actually favored by the owners of the enterprise.

The objective need of enterprise marketing is a way, which is a way to stimulate sales, not an idea that has nothing to do with the interests of consumers.

Situation three

The price is unreasonable.

Political economics holds that "price is a manifestation of value". People's consumption also pays attention to "value for money", so the formulation of product price should be reasonable.

But in reality, not all products are sold because the price is too high, but some products are too low because of the low price, which makes consumers doubt their quality.

Therefore, pricing should consider not only the quality of the product itself, but also the consumption ability of the customer groups that the products are oriented to, and the consumers' interest and feelings. The high priced products can not be priced at a low price, and the products sold at a low price can not raise the price.

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Situation four

Preferential measures are not in place.

When enterprises promote sales, they almost use price cuts and gifts to attract consumers. Slogans such as "buy one get one", "thousand to send 100", "buy this to deliver that", "super low discount", "send, buy and send again" are everywhere, and consumers are numb with this expression.

But for popular consumer products, the preferential measures for promotion are necessary, but new in expression.

But for the high-end consumer group's promotional activities, price concessions are not important, but the quality of products and the protection of consumption have become the focus of attention. Service has become an important link in communication.

Situation five

There is a lack of means to facilitate pactions.

Many of the salesmen of the enterprises face the customers who come to the house. Besides emphasizing the advantages of the enterprises and products repeatedly, and then how the prices are low, there is nothing else to say. After listening to the salesmen's commentary, the customers are of little interest, and the paction can not be made.

In fact, the key to facilitated pactions is not what the salesmen say, but whether the customers can intuitively feel the excellent quality of the products, which is the price issue consumers are concerned about.

Therefore, increasing the trading rate of the stores is a key part of the advertising effect, and one of the best ways to facilitate customers to make purchase decisions is spot experience marketing.

Situation six

The overall quality of sales promoters.

Promoters such as store guides and salesmen play a vital role in facilitating customer pactions. Many companies choose beautiful young women to receive customers in stores. Beautiful and natural, but only beautiful faces are not enough. If frosty beauty sits in a store, guests will feel that they are left out in the cold.

The training of salesmen is always the same as that of a big hotel, and their behavior is very standard and a little serious. In stores where products are sold, consumers are more likely to accept easy and casual services. Therefore, enterprises should not employ those women who are not smiling and are not good at speaking as terminal salesmen.

The above six situations directly affect the terminal sales of enterprises. Before these problems are fundamentally solved, enterprises should not advertise and hold large-scale promotional activities, otherwise they will end up in advertising.