Experts Tell You How To Do Business Marketing.

At the beginning of entrepreneurship, many people did not have the overall management experience of the company. At the same time, entrepreneurship is often a student too. Many things need to start from the beginning. Entrepreneurial marketing planning is still a strange word for most entrepreneurs.

Entrepreneurship is the process of examining one's own comprehensive ability, and also the beginning of the road of self dream. Under the guidance of traditional thinking that is "better for the head and not for the oxtail" in China, as long as the working time is a little longer, there is no intention of starting a business.

But under normal circumstances, this road is full of frustrations and thorns, and it is also full of all kinds of unknown traps: doing well in the company can not necessarily start a business.

Here is a paradox, opposite and unified.

Starting a business is often starting from scratch and setting up a framework of management system. While keeping a job, it is often running the daily management within the framework already established.

There is a big difference. People from different enterprises have different ways to start their own businesses.

Why is the comprehensive quality from the foreign enterprise very high, the treatment is very good, but often does not adapt to the domestic private enterprise? Because of the ability to compete with the industry, the comprehensive innovation capability that the entrepreneurial enterprise requires is more important. If there is no rules, you have to create it.

At the beginning of entrepreneurship, except for a small number of people, most of them started from a low point, lacking money, lack of people, and lack of resources in all fields. Besides investment, leasing, industrial and commercial expenses and personnel wages, investment was almost poor.

I asked a lot of friends who start a business. If you lose money, how long will you support the funds now? The longest answer is not half a year, that is, half a year. For many entrepreneurs who invest little in small businesses, this is a time limit for losses.

Don't think this time is short. In fact, many operators can not reach this time. Some of them still have funds to support, but they feel that if profits are hopeless, they will quit automatically.

Let me give you an example. I used to live near Shandong University of Finance, and I noticed that less than 1/3 of the small shops near the University were able to open up. That is to say, 2/3 of the shops were in the process of opening and closing all the year round. Today, they are open and closed today. This door face is selling the sticker of mobile phones today. Tomorrow may be the sale of Lanzhou ramen.

Many students say that this place is on the verge of two big schools. Shandong University of Finance and University of Jinan east campus, tens of thousands of students, day and night, endless streams, the local stores can make more money, but in fact it is so.

At the beginning of their business, many people did not have the overall management experience of the company, and at the same time, they were often a student too. Many things need to start from the beginning. Don't mention that you have been a department manager, a sales director, or a CEO of a company.

Generally speaking, we can only lose a business once, and lose a lot of money, so when we do marketing, we should do things more prudently.

I suggest that you first do market research for your customers and competitors. The smaller the size, the more market research you want to do. Otherwise, people who "walk without looking at the road" will easily fall into deep trenches.

Doing market research, you can understand the situation of the same industry, their prices, services, business expansion methods, display, cost, etc., to establish their own marketing strategy.

For many friends, the first issue of entrepreneurship is to achieve breakeven. One of the more embarrassing problems is the lack of money, lack of resources, no accumulation of customers, no brand effect, everything from scratch, how to make effective marketing under the three unconditional conditions, and break through the difficult predicament of entrepreneurial progress.

We say we need to plan for your resource allocation, set up your marketing goals, use low cost marketing methods, and do your own sales.

All those who are facing marketing plan must be what resources do you give me? First, before marketing, we list the existing resources, including tangible resources and intangible resources. For entrepreneurs, we often focus on cash and products in hand, but we should pay more attention to intangible resources such as public relations, contacts and news.

First of all, from the perspective of business process, there are few new stores and new companies that are generally rolling into business. Most of them need to have an accumulation process: Notice, knowledge and trust.

Therefore, when making the allocation of resources, we should pay attention to the allocation of resources according to the progress in the various stages of starting the business, and carefully evaluate the effect of each investment.

In particular, our North boss, many people like to open a big magnifying word, do not do a celebration? Not up the newspaper? Although the capital is very nervous, often the boss does not assess the effect of these inputs, a hot head, a bite, on the bar, in fact, at the beginning of the opening, if you are not particularly confident of your own products and services, do not recommend you do a large-scale publicity, why not have a trial business phase, and ground your marketing strategy.

New company, the new store has just opened for 1 weeks or even 1~~2 months, most of the advertising is still informed, let you know, know, leave the impression: Oh, a street corner just opened a beauty salon, sales promotion, or heard that a company now dedicated high-end print paper, delivery, good.

During this period, some consumers will have trial attempts, and adjust their marketing system (price, promotion, channels, etc.) in time, according to consumer feedback, but the general quantity will not be large.

After that, with your understanding of your customers' needs and business rules, and the full understanding of your strengths and weaknesses, you can adjust the products, prices and strategies. The overall marketing positioning is more mature. I believe that most of the publicity resources should be consumed after business stereotypes, rather than the opening up of business.

(1) word of mouth marketing, gradually through others' communication, establish your brand.

That is, the quality and service value you promise, and the commitment to your customers is always effective.

A small company or a small shop wants to make a brand? Most of the domestic understanding is to understand the brand as information dissemination, and simply spread the brand publicity as "making a brand". This is because the majority of the brand is the origin of advertising companies, from the perspective of advertising to understand the brand, which is essentially putting the cart before the horse.

What is brand? Brand is a quality commitment and quality service that is consistent. Brand is the result of long-term accumulation, and the core of brand is "implementation".

Then, from the beginning, you will attach importance to your customers, establish your loyal customer service group, establish a good reputation, and gradually draw your loyal customers into a special circle. Providing more services through points, return, send, give, provide door-to-door and holiday greetings, is very important for the entrepreneurs, because this is your cash flow cow, constantly sending more or less resources.

In order to speed up the spread of word of mouth, you can encourage and propagate the behavior of your advertising by giving loyal customers the initiative to publicize your advertisement, such as bringing new customers to consumption, discount and rebate, etc., to encourage and commend each of your customers as your volunteer propagandist.

(2) public relations marketing

Public relations marketing, such as cooperation with industry associations, community cooperation, group cooperation, and with the help of news media, attract consumers' attention through their recommendation and reporting.

Public relations marketing generally needs to find a reason for recommendation and reporting, which is to draw a related news or a lead.

Common, for example, "XXX Korea fashion opened its first store in Ji'nan".

"XXXX patent technology innovation dry cleaning technology, praised by Ji'nan dry cleaning industry"

"Elderly people, XXXX hypolipidemic capsule XXX community jogging competition"

Generally speaking, if you know a few reporters, it is not difficult to pay a price for a few soft news.

(3) resource interchange and joint promotion

Another way is joint promotion, which combines certain companies and enterprises in the industry to exchange their resources, such as catering restaurants and liquor making enterprises.

The way of sales promotion is, first, it is mutually beneficial, and it can bring some benefits to both sides. The product line has complementarity. In fact, many goods can find a company that he works with.

(4) sub advertising

Open companies usually advertise, so who do the advertisements? The traditional audience is the form of mass communication, because the cost is too high and the waste is too large.

For entrepreneurs, how to use limited money and resources in advertising, I think, first of all, you should analyze your target customers, who are those people, their gathering place, the daily fixed activity track, find a suitable location, or a suitable media location, for these people to promote.

For example, health care products companies and old age universities to get togethers and children's dairy advertisements in children's newspapers are a manifestation of mass communication.

Recognize your target customers and spend money on the places where these potential consumers are gathered, rather than indiscriminate advertising campaigns for all people.

(5) network promotion

Now is a network age, the network has profoundly changed our way of life, has also changed our marketing way, and is destined to become a part of our life.

There are many ways to promote the Internet, such as search engine marketing (paid and non paid), online business platform marketing, Taobao / Alibaba marketing, Internet advertising and so on.

What is the most effective, popular and low-cost network promotion mode now?

There is no doubt that it is soft Wen.

What kind of environment is the soft language produced? 1. Hard advertising is not good. 2, internet promotion is easy to be deleted.

Soft Wen is now in the BLOG, forum, community, QQ group and other network crowd gathering sites, in the way of the explosion nebula, there are various kinds of soft language, news reporting way, dialogue way, popular science way, story way and so on. For the competitive customers of products and services, the soft language really has effect, and the soft text is not a matter of fact, the soft text should be maintained, and a series of soft articles should be issued. Someone should answer the questions posed by the people who follow the bill, so as to form the popularity and hot topics, and bring convenience to your sales.

(6) service marketing

When there is not much difference between the performance and price of the product, especially what is the agent's product, how can it increase the value of the product beyond the price?

The answer is service marketing, to study what kind of service the customer needs most and enhance the service value of the product.

In short, especially entrepreneurs, to walk, we must also look at the road, diligent business development, but also think about how to carry out sales skills, need innovation, and use some low-cost methods to win the market.