Low Cost Marketing: Creative Marketing Without Advertising

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Low cost marketing is an art.

Li Jianshen, a Jingdezhen Potter who lived in Canada, returned to his long lost hometown as early as 1995. He made a documentary film "my home in China" with DV. His hometown was not a newly rising high-rise, nor a ceramic everywhere, but a night shop with ambiguous shops along the river and a lane of bricks and bricks paved along the river.

From this, he began another Utopian experiment: to build a pottery village in the "three treasures" with the discarded "garbage" of the city.

Apart from living areas, there are workshops, pottery houses, traditional porcelain making tools, wood burning kilns, folk artists, etc. the material of a ceramic wall is some real "garbage", broken arm Guanyin, crack leader image, Bodhisattva without head, even a piece of slag cake, a bowl bottom and a deformed Dragon cylinder.

This collated tradition has become a completely modern one. Li saw a vision of ceramics with low cost, making it the most yearning place for the world's potters. It restored Jingdezhen's historical scene as a thousand year porcelain, and really fired the city of Jingdezhen. There was also a "Utopia" at the edge of Jingdezhen.

Speaking of this year's anti dumping, marketing master Wang Zhentao believes that anti-dumping is coming sooner or later. Without this year's EU, there may be next year's us.

Now that anti-dumping is coming, Chinese shoemaking enterprises can increase the intensity of independent innovation and upgrade the industrial structure.

There is pressure and development. From this point of view, anti-dumping is a good thing.

The benefits may be more than that.

The shoe burning incident in Spain immediately fired the reputation of Wenzhou shoes.

Before going abroad, foreigners did not know where Wenzhou was, so they had to say that they were now on the edge of Shanghai. Now they can often hear foreign businessmen say, "Wenzhou knows."

Making shoes is a bit of a gas. "

Wang Zhentao is proud to say that the people of Wenzhou have a special feature. The more they suppress and the more stubborn they are, the more distinctive the Wenzhou shoes.

In the first half of this year, the growth of footwear exports in Wenzhou increased by 27% over the same period last year.

"Anti-dumping has done advertising to Wenzhou shoes and Chinese shoes."

As a matter of fact, AOKANG has done great creativity with big hands. At the same time, it also has some clever tips to save money and reduce costs.

Dogs bite well, but people bite dogs. That's news.

Making news and planning news events is a skill that planners have realized.

A shoemaking manager, acting as the image spokesman of a brand of his company, has become an eye-catching figure in the news media. Although the money spent is less than a fraction of the hard advertisement, the image of the brand has risen all the way, and has become a dark horse to the market. It has attracted the attention of all circles, and has rapidly increased the brand awareness at low cost.

For a while, "the name of the boss and brand" has become a popular word in the footwear industry. If the boss does not use the news marketing method, I am afraid no more people will know the name of this small shoe enterprise.

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Without advertising, the advantage dealers will help you open the market.

Under the certain conditions, enterprises can quickly open the market at low cost, and even strengthen the regional market.

In the early stage of market development, enterprises should use advantageous dealers to open up the market through fleeing goods, and it is good for enterprises to make reasonable turnover of goods, so that their products can flow to non important business areas or blank markets.

First of all, in the blank market, enterprises need to increase their popularity without having to invest. Secondly, enterprises and fleeing sellers can also increase sales volume. In addition, they can also create a certain market base for attracting investment in the regional market.

After making this place hot, the flowers and butterflies come from their own. They often play a good role in promoting the investment of enterprises and the radiation of the regional market. Only in the specific operation, there should be an agreement with the fleeing merchant. When the enterprise operates the market area, the fleeing merchant must cooperate with the enterprise to withdraw from the market step by step, and the new distributor will manage the market.

Take the road of innovation and cost saving promotion

According to the principle of eight to two, the peak season of a year is mostly caused by holidays. The sales volume of holiday accounts for the vast majority of the total sales volume. According to statistics, sales of all kinds of commodities are more than three times of sales during holidays.

Sales activities outside the holidays are designed for the preparation and preparation of holidays.

How to seize the customers' eyeballs and grasp the hot spots and demand opportunities of holiday consumption in order to get the largest share of the market cake?

The promotion methods of Wenzhou shoes are quite popular, such as "buy gift promotion", or simple arrangement and arrangement such as sales promotion, discount promotion, voucher promotion and so on. Even some shoe companies have almost identical sales promotion methods in the three sections of May 1, national day and new year's day, and there is no innovation. Besides, the purchase of gifts not only requires a certain amount of capital cost, but also does not work well.

In the 07 year's new year's day, a shoe company launched a promotional campaign of "free to send you blessings". The main contents are: spring comes in a year, reminds of distant relatives and friends, sends a greeting card, delivers a few words, and says, "Happy New Year!"

With a shopping ticket, you can receive a free time card and write your blessings free to send you to the ends of the earth.

Activity time: 2006-12-26 to 2007 01-10

The free mail location is limited to mainland China. The number of exquisite greeting cards is limited.

Case comment: sending new year cards to customers is not only in line with Chinese traditional culture, but also provides a condition for re service, and the cost of sending a card is much more cost-effective than buying a promotion, discount promotion and voucher promotion. This is an innovative case of low cost marketing.

Low cost marketing is undoubtedly a shortcut to the rapid growth and innovation of small and medium-sized enterprises. It is also an opportunity to break through the market, and it is a "innovative" marketing. The innovation itself is not easy to do. It is not easy to innovate itself, and to deal with the homogenization dilemma with low-cost marketing. It needs to consider all aspects of marketing elements, nor is it what ordinary people can do. It is said that he is "low cost", but after all, he has to spend money, spend money on money, spend money on investment, and invest in return, which is the goal of low-cost marketing. Speaking of this, the story of low-cost marketing is not over yet.