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There Are No Bad Customers, Only Bad Marketing.

2011/6/10 11:06:00 33

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There is such a group of people around us: they are curious about the outside world, they like to look at things with curious eyes; they will take the initiative to read advertisements, and are attracted by advertisements; they are willing to communicate with each other and will seek advice and introduction voluntarily; they are good in character and will not tear their faces away from others; they value brand premium and do not care about production costs; they will match the "effect" and their needs in the dissemination, and die as horses.

Promotion

Information; they will buy goods in large quantities for the sake of pre storage; they like to repeat their purchases according to their habits; they like to introduce their products to the surrounding people and persuade others to buy them.

From the marketing point of view, they have the super "paction" attribute, which is a typical "good customer" in the eyes of businessmen.

However, many businesses feel that such "good customers" are few.

We believe that most consumers are "good customers".

They are willing to live actively, always pay attention to outside information, and be honest with others.

They have been actively looking for products that can meet their needs, improve their lives and bring value to themselves.

We say that there are no bad customers in the world, only bad marketing.

So what is the marketing code to create "good customers"?

Cipher 1: raising concerns

Products must be communicated to consumers if they want to be accepted.

value

customer

Why do you want to buy your product?

What will customers buy your products?

The information conveyed must be effective and acceptable to consumers.

So, what kind of information can be accepted by consumers?

I think that the pmission of product information can start from the following aspects.

Scarcity value mode.

The "scarcity value" of a brand is the "difference value" that the brand is unique and other brands do not have.

In the market, many enterprises' products or enterprises have very close manufacturing scale and comprehensive competitiveness, but there is a big difference in product premium performance, which is ultimately determined by the "scarcity value" of the brand.

Let's take a look at the well-known five famous red wine: the balance of compliant Lafite; the vigorous and firm, stable quality, known as the wine emperor of Bordeaux; La Morgan, famous for its fragrance and gentle refinement; Obiang with strong soil flavor and stable quality; and between the ravu and Lafi, the famous wood tree with strong fragrance and exquisite old spirit.

Their wine labels are changeable and invite world-famous artists to design every year.

They become the favorites of many collectors and investors in the world because of their scarcity, and become the pursuit of the world from ordinary commodities.

Another example is the wild blueberry juice in Changbai Mountain, which uses a typical mode of production.

The wild blueberry in this area has the characteristics that other blueberries do not possess, that is, it grows in the original ecological environment of 700~2100 meters above sea level.

As a result, Changbai Mountain wild blueberry juice grabbed this weak point and expressed unified appeal. "The thing is rare and expensive." the success of Changbai Mountain wild blueberry juice is logical.

Efficacy value model.

"Afraid of getting angry and drinking Wang Lao Ji" has become a popular phrase.

In just a few years, Wang Laoji expanded its turnover from over 100 billion to more than ten billion, growing rapidly from an ordinary regional brand to a strong national brand. It created a great miracle in the humble tea industry.

The biggest reason why tea has not been able to come out of Guangdong and Zhejiang before is the demand for herbal tea, which makes it difficult for consumers to know whether it is a drink or a medicine drink.

Later, Wang Laoji discovered the biggest incentive for people to drink herbal tea - "fear of getting angry."

Through the effect of "no fire," Wang Laoji expanded the sales point of herbal tea to Hunan, Sichuan cuisine and fried chicken chain stores that people thought were easy to get angry.

If your product is not scarce, start with the effectiveness of the product and use the effectiveness value mode to achieve the success of the enterprise.

But one thing to note is that this functionality must be accepted by consumers and can effectively meet the needs of consumers.

At the same time, before the other brands are put forward, they will convey to your customers in a unified image and seize the mental resources of customers.

Spiritual value model.

The so-called spiritual value model is to take commodities as a carrier of culture and to enter the consumer's consciousness through market exchange. It reflects to a certain extent the various cultural elements of consumers' pursuit of material and spiritual pursuits.

AI Lian says vegetarian food is a vegetarian restaurant with a strong cultural taste.

What does it say?

It says that the traditional Confucian culture "disciple rules", also said that environmental protection, health and vegetarian food.

It uses the culture of disciple rules to name recipes and serves the masses with the guidance of disciple rules.

To a certain extent, cultural accumulation can be promoted to value.

This value can withstand the test of lasting market competition and expand to "spiritual value chain".

Only by forming the "spiritual value chain" can enterprises obtain the core competitiveness that is difficult to be copied and duplicated.

In this era of knowledge-based economy, people are paying more attention to the products of consumption culture form while consuming physical form products.

From this point of view, the greatest benefit of enterprises is created by culture, and cultural marketing should be used to promote the development of enterprises.

In view of this, the cultural value model is a real productive force.

In order to enhance the attention degree of manufacturing value, whether it is scarcity value, efficacy value or spiritual value, it is to enhance the consumer's attention and arouse their interest.

Password two: improving satisfaction

Enterprises should learn to pay attention to complaints, customers who complain are good customers, and customers' complaints are enterprises' opportunities.

Listening to customers' complaints, enterprises can find their own shortcomings and shortcomings, truly start from customers, consider problems from the perspective of customers, and make products that win customers' satisfaction.

At this point, the sea fishing is worth learning.

Seafloor seeks to improve customer service through complaints, and seeks customer needs from customer complaints.

Seabed is famous for its "equipotential" among diners.

There was once a hot pot industry colleague who was named at 10 o'clock in the night. The waiter's words made him unforgettable forever: "brother, don't wait, you can't eat today.

Give us a call sometime. We'll leave you a reservation in advance. "

At that time, there were nearly 3 hours from closing time.

The waiting area is noisy but enjoyable, not the usual complaint and anxiety: people drink free soya bean milk, lemonade, relatives or friends, or chat happily, or have already laid the cards.

Besides, the customers can also enjoy free shoe shining, free internet access or free manicure service.

The waiting time lasted two or three hours, but the waiting customers felt no pain at all.

Demand generates the market.

Who first asked for wireless remote control when watching TV?

Who invented the TV remote?

Adler and Polly, the engineer of the Zenith Electronics Group of the United States, and the two also won Emmy Awards.

Adler once recalled that he received instructions from the company that he would discuss with dozens of engineers how to make the audience change their channels without leaving their seats.

It is said that the instructions given by the company are due to the request of the queen of England, like any housewife, that the queen likes to lie on the sofa watching TV, and is reluctant to stand up and adjust the stage.

The essential task of an enterprise is to find people's needs and satisfy their needs. Whoever can do that can get rich money.

Customers who complain are customers who really have higher expectations for products. Only by satisfying these customers' needs can enterprises make progress and promote social development.

Password three: maintain loyalty

Loyal customers are the most valuable customers of enterprises.

Customer loyalty is the customer's interest in a certain clock product or service, forming preferences, and then repeat purchases.

Maintaining customer loyalty is popularly said to do everything possible to retain customers.

So how can we maintain customer loyalty?

To enhance customer loyalty, we must approach customer needs and apply them flexibly to marketing.

"GF bank day" is a good example.

In the survey of cardholders' consumption habits, Guangdong Development Bank found that eating and entertainment is the most favorite consumer behavior of cardholders.

Therefore, GF bank card once again combined with Wang Pin steak, Starbucks, Haagen Dazs, cash box, Jordan Kniss and other well-known brands to launch an upgraded version of "GF bank reward day II" buy one gift one activity.

In 2010, there were more than 10 thousand discount merchants in Guangdong Development Bank card.

These marketing activities have greatly improved customer loyalty and consumption intention. During the activity, the number of credit cards has increased by more than 30%. The large scale of preferential merchants has become the most important reason for cardholders to choose more credit cards.

In view of this, maintaining customer loyalty should be done in three aspects: first, dialogue with customers; two, establishing and improving the customer relationship process; three, establishing and improving the customer evaluation and analysis system, and then formulating a complete plan suitable for the enterprise.

The importance of customers is well known. Good customers are the dream of every business.

It is hoped that the interpretation of the three marketing passwords for good customers can inspire thousands of marketers and boost the brilliant achievements of Chinese enterprises in growth.