Marketing Management Of Brand Marketing For Enterprises

For sales,

The implementation of brand value on the basis of quantified sales is an urgent problem for industrial enterprises.

The brand communication of industrial enterprises, the budget cost is small, the scope of dissemination is narrow, and the continuity of communication is poor. Most of the industrial enterprises are still hesitating about not making brands.

If this is like a big consumer product brand, the actual effect will not be very good, and as long as a small setback happens, the management of industrial enterprises will suddenly stop.

The sales oriented orientation of brand communication is actually a short-term gain of brand value, which is similar to that of small shareholders eager to cash in. It can not effectively help the maximization and long term of brand value, but this may be one of the ways that most industrial enterprises can accept at present.

To clarify the interactive relationship between brand and sales of industrial enterprises, it is also necessary to use industrial products.

The brand building and dissemination of industrial enterprises has three widely recognized market values: reducing risk, improving information efficiency and creating image value.

The sales volume of industrial products is generally large. Customers who are in the new stage of purchase naturally think twice before making decisions. Besides, purchasing decisions also involve the quality, price and delivery cycle of finished products, and risk awareness becomes particularly sensitive.

The brand is a wind vane, which can provide more detailed and reliable information for customers' comparison and judgment, reduce the risk of asymmetric information procurement, and the multi-channel way of customer information acquisition also greatly improves the dissemination efficiency of brand information, because customers are not only passively listening, but also can take the initiative to attack according to their own needs.

At the same time, brand is also a great contribution to the creation of value-added products.

Personnel sales are very important in capturing fighter planes and promoting pactions, but without brand support, customers will mostly bargain at bargain prices.

It can be seen that in the face of the four characteristics of industrial product sales, the brand of industrial enterprises can provide three kinds of value support and solve the problem of selling too much interpersonal oriented manipulation risk.

However, some people can not help asking: how does the brand of industrial enterprises specifically promote sales progress? Generally speaking, the brand of industrial enterprises has promoted sales pactions in five aspects, such as ice breaking success rate, information acquisition equivalence, decision-making departments' running in, price sacrifice and continuous purchase, and has become an indispensable tool for sales personnel.

Since the brand value of industrial enterprises is unquestionable about the value of sales promotion, then how can we understand the brand of industrial enterprises more deeply? The brand can be expounded through various ways and concepts. Because of limited space, this article briefly expounds the "triangle model of industrial enterprise brand", which aims to make the management and sales personnel of industrial enterprises understand and grasp the internal relationship of industrial enterprise brand more deeply.

External marketing, also known as customer oriented brand communication, is an important way to sell brand value.

However, the explosive force of external marketing comes from the solid effect of internal marketing and the increasing effect of interactive marketing.

Employees, distributors and sales agents are internal partners of the company, forming a complete value chain of products and brands. Through effective external marketing and interactive marketing of human nature, the value of industrial brand will be delivered to customers in a completely way.

To further explore the details, we will find that there are three correspondences: the internal marketing communication corresponds to the overall organization sale, the external marketing corresponding channel sales, and the interactive marketing corresponding to interpersonal sales.

That is to say, the brand of industrial enterprises is specifically backed up by sales in three aspects, which provides a relatively simple and easy evaluation model for the implementation and assessment of brand communication.

As can be seen from the above, the brand of industrial enterprises not only promotes the sales turnover rate in five aspects, but also achieves the seamless connection between three kinds of marketing and three types of sales.

Brand value is gradually refined and figurative.

From this point of view, the managers of industrial enterprises will be able to take a reassurance, and the investment in brand communication will not be wasted.

However, salesmen need further substantive support. After all, their sense of achievement comes from actual sales performance.

Taking into account the diversity of the brand communication tools of industrial enterprises, I use the method of type division here to decompose the value of industrial brand process into the value of occasions, and to realize the correspondence between brand communication tools and specific occasions, and provide some help for the development and promotion of sales work.

One of the branding sales tools: Sales of people

Personnel selling is an important way to sell industrial products. Sales personnel can capture and judge sales opportunities at the scene, answer customer queries and resolve business disputes through interpersonal interaction, and through a certain degree of "public relations" means to achieve the direction of choice for customers to form their own globrand.com.

Moreover, in addition to the company's direct sales personnel, as well as channel distributors or sales agents, the company executives will take the lead at a critical moment.

The sale of personnel in China is too much expectation, especially the small scale industrial enterprises. They always hope that their sales force will quickly open the market and avoid the long cycle and uncertainty of brand investment.

However, the sale of personnel to achieve the desired results, the company's basic investment in the brand.

At present, the six most popular brand selling tools of industrial enterprises are corporate brochures, product manuals, samples, personal image training, network office facilities and corporate promotional films.

Enterprise brochures and product manuals are static corporate image display. Besides the conventional products, factories, crafts, scientific research and other hardware displays, the soft productivity of corporate culture and brand concept has also begun to focus on the exhibition.

Moreover, the industrial products themselves can also make a big fuss. Recently, BASF has placed its plastic vehicle products in a "Butterfly". In the full display of various product types, it has left a direct impression on customers and audiences on environmental protection, health and beauty, and the effect is very good.

The samples are of great help to the introduction of product performance. There is a building material customer who has a creative building of a small sample house.

Personal image is the humanized brand of products and companies. Well-trained dress, etiquette, communication and negotiation skills are important outfits for personal sales.

And the convenience of network office gives the sales personnel greater freedom of information. Many routine problems and decisions can be solved at the customer site, and the sales rhythm is greatly accelerated. It also enables customers to feel the high efficiency of the company and the high quality of personnel services, and win two at a stroke.

Contrary to the corporate picture books, corporate propaganda films are dynamic brand deductions. The natural cutting management has always adopted the strategic height of advertising creativity, the depth of expression of movie language, and the accuracy of marketing communication. It has been used as the yardstick and criteria for the planning and production of promotional films.

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Two of branded sales tools: direct marketing

Direct marketing originates from mail order activities. It aims at clear customer's one-to-one marketing activities, bypassing the circulation channels and sales terminals, so that brand communication and sales promotion can be combined into one, and it can be understood that every penny advertisement is spent on a famous customer.

Direct marketing compared with channel marketing has five distinct advantages: first, the audience is clear, the advertising cost can be accurately predicted; second, interactive communication, the sales plan can be customized; third, the desire to buy customers can be instantly stimulated, such as the scene shopping method in TV shopping, it will cause a lot of impulsive consumers to call and order immediately; fourth, the marketing strategy has considerable concealment, direct marketing is a whisper between the company and the customers, competitors can hardly detect clues; fifth, the customer relationship is maintained for a long time, and the customer lifetime value is no longer an armchair talk.

And the rise of the Internet media is to make direct marketing a higher level. Let's take a look at the power of Huicong and Alibaba.

The common tools of direct marketing include direct mail, catalog marketing, telemarketing, Internet marketing, TV shopping and multimedia center.

Direct mail is to send single page and other paper information to the customer, and the real estate industry and industrial product industry adopt this means more.

Catalog marketing, such as IKEA's annual new household appliance Handbook regularly sent to its members every year, has good new product notice and customer shopping guide value. MRO products in industrial products are more suitable for this way.

Telemarketing can be divided into two categories, one is the customer voluntarily dialing, such as the 800 telephone hotline, the other is the company hired someone to "sweep away", this will be very annoying.

Telephone marketing can learn the safety of car insurance, in addition to the accurate and timely update of customer information, the key must have enough interest to stimulate.

The network marketing is a big trend, which can be tried by the standardization, the low value and the convenient logistics distribution. In addition to establishing the rich personalized website, the industrial enterprise should be good at using the network popularization means, and form a joint alliance with various portals, professional and public opinion websites, and pform the brand communication from the unilateral self talk to the permeable, multi angle and interpersonal communication environment.

The TV shopping and multimedia center is to make a product into a promotional film, and use the impact of video to arouse customers' desire to buy.

Three of branded sales tools: Public Relations

The abbreviation of public relations is PR. It is the abbreviation of public relations. It can also be called agency communication. It is a management and management tool of organization's external information dissemination, relationship coordination and image management.

For industrial enterprises, public relations have also risen to an unprecedented height. They are important carriers of corporate brand communication, and integrate with advertising communication and promote each other.

Industrial enterprises usually have two cards in public relations, one is the entrepreneur brand and the other is the corporate public welfare brand.

In essence, public relations take the social problem of audience concern as the entry point. The role of the promoter, advocator and organization supporter of the enterprise is to promote a social undertaking together with the public, such as Tetra Pak's "low-carbon I do" large-scale environmental public welfare activities.

Public relations are the Socialized Operation of enterprises. They are intended to break the limitations of the industry and create more open value for the enterprise brand.

For industrial enterprises, there are usually ways of public welfare sponsorship, news planning, public relations planning, and ceremonial ceremonies.

In addition to benefiting people, the far-reaching significance of public welfare sponsors will also benefit the public. For example, Cao Dewang of Fuyao Group donated 70% of his personal shares and set up the river Ren foundation.

News planning is based on the explosive news theme, mobilizing the media at all levels to carry out the full coverage of the media, and stir up news hotspots in a short time, and then reach the geometric suffocation effect through various interpersonal networks and communities.

In the typical activities such as anniversary celebration, production line commissioning and XX million sets of equipment, industrial enterprises will invite government, industry, media and other entertainment to encourage enterprises to dress up as a focus of the industry and even the society.

Four of branded sales tools: advertising promotion

Many people have misunderstood the industrial products industry. They believe that industrial enterprises are directly sold through personnel, and do not need mass media advertising.

The premise of this misunderstanding is that the purchasers of industrial goods are rational. They know what they need, where to find effective information, and how to make correct decisions.

Is that so?

According to the deep research of Kotler and Webster on the brand of industrial enterprises, we can find that the purchase decision of industrial products is a cross influence process consisting of multiple individuals and departments. If a person or organization can acquire more purchasing information, he will have more say and influence in the organization.

Moreover, there is a great deal of communication and debate between the organization departments and the decision-making management level. If an industrial enterprise fails to satisfy the customers' multi-dimensional information needs, it may be PASS in the process.

Therefore, advertising and promotion are also essential tools for the sale of industrial products. They are just different forms of expression, media selection, density and offline cooperation.

Industrial enterprises do not offer mass media very much, but they still have considerable input in magazines, newspapers, radio, Internet, exhibitions and exhibitions.

SIEMENS, ABB, Shell, and Tetra Pak like to choose high-end magazines and first-class newspapers to launch. The theme of advertising is usually public welfare. When the public is concerned about a public welfare theme, they will also naturally focus on enterprises and be moved by their global brand network camp concept, thus becoming a potential and positive customer target.

Xugong machinery is probably the most persistent person who uses the broadcasting media. The media cost will not be less than ten million per year in China.

The network is the choice of media for more industrial enterprises, especially the B2B sales platform and industry portal website such as Alibaba and Huicong net. The targeted crowd is strong, and advertising content is relatively professional.

The biggest characteristics of Internet media are nonlinear links and massive pshipment. Therefore, industrial enterprises should create some topics with strong topics on the basis of products and brands.

The biggest value of exhibition is to communicate with interested customers face-to-face, find customer needs and adjust solutions, and also a centralized opportunity for learning industry benchmarking enterprises.

Kotler interrupted in "B2B brand management". As sales of industrial products are carried out between organizations, sales promotion activities like consumer goods are totally unnecessary.

I can only say that Kotler does not understand China, and his so-called truth is not feasible in China.

Gifts, visits, financing, leasing and so on are the brand selling methods commonly adopted by domestic industrial enterprises.

When I was working in a world top 500 company, I invited a group of domestic experts, business leaders and industry departments to visit the US branch, so that they fully understood the suppliers and made a little trip to the United States. The arrangement of killing two birds with one stone also made us benefit a lot.

The central government has explicitly ordered local governments and agencies concerned to go abroad to investigate, that is, to prevent the procurement of large projects from being established before formal decisions.

In the years of rapid growth of GE, financing and leasing service schemes have been outstanding, helping customers solve financial problems beyond their products.

Brand selling tool is the way to realize the short-term value of industrial brand, and can not be regarded as the whole value of brand. Otherwise, it will make many mistakes of fast moving products: promotion of brand value.

When the promotion budget of the industry industry covers the brand communication budget, the price war and terminal interception promotion will come into full play. Until the domestic industrial enterprises cultivate world-class brands, we will be dragged down by the war of attrition.

Therefore, the brand marketing tool of this article is only the prelude or interlude of the big brand, and can not become the main melody of the brand building of the industrial enterprise.