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Marketing Is Not A Horse Race But A Mountain Occupation.

2011/11/17 22:43:00 27

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Marketing Horse Race Enclosure Occupies Mountain As King.

Robbers can't always be aggressive, and robbers are cautious.

Have you ever seen a robber go to a police station for robbery? But the most common thing for a sales oriented enterprise is to go to a police station to rob them! They even claim: "there are no bad markets, only bad salesmen."

Many companies will give me a lot of information when they do marketing consultation, saying that this is their marketing information.

I said you took the mistake. It's just sales information.

Your information is very comprehensive, but what I need most is not: where should you sell your products? How do you sell them?

Robbers are usually active in their own sphere of influence, and almost all adhere to a common way of robbery: dark and windy, hidden in the dark with the advantage of numbers, waiting for the other party to enter the encirclement ring, shouting and rushing out.

This is the robber.

logic

The core content.

Therefore, the most prudent and crucial part of marketing logic is the layout of marketing and the allocation of resources. Without a good layout, more good resources can be wasted, and a good layout and resources can be wasted.

To configure

Bad, it's also a dead end.

This is the most fundamental difference between marketing logic and sales logic. Marketing logic holds that there are no bad salesmen, only bad marketing layout and poor resource allocation.

Sale

The logic is like the pleasure of horse racing. Their layout logic is that where my horse goes, wherever it goes, they call it a sales opportunity. If you don't run over, you will lose a lot and be robbed by others. As long as the horse is not dying, you can run far and far away; the sales oriented enterprise always tells you how many provinces its network covers, and how many countries the products are exported to.

The logic of their resource allocation is that they are full of clothes and horses. They call it the sales atmosphere and sales momentum. They also need a comprehensive set of land, sea and air.

Therefore, sales oriented enterprises, wherever they go, need to spend too much resources, so that others will not know that they are here.

This way of selling has won numerous victories, only because the opponents are too bad. As long as there is a slight obstacle, the magnificent performance of the horse race has become an acrobatic performance of a white run.

The logic of marketing believes in the stability of the king.

wisdom

Their layout logic is very simple, that is, the choice of a mountain, a mountain king, not all the mountains I have to occupy, others get is not what I lost; I only occupy those who can echo each other, even if others lose, I do not necessarily need; but as long as I occupy, I must be king; so those marketing oriented enterprises are the masters of the market layout.

Their logic of resource allocation is more simple. They focus on breakthroughs and focus on resources and wave by wave.

So those marketing oriented enterprises are always low-key, always giving people a sudden surprise, as if overnight changed everything.

In fact, all the marketing miracles are the masters of these layouts. When we focus on resources, we create them accidentally! {page_break}

The most interesting and worth thinking example of layout is mobile and Unicom: when the competition between mobile and Unicom was most intense, I suddenly found a very interesting phenomenon. When traveling, there were many phone calls to pick up, the signals were unstable, and they were very concerned about the signal towers on those hills.

Before a distance, a tower would be found. It says: "China Mobile", the four big blue characters. At that time, I often sigh, no wonder the mobile signal is good.

Later, it seemed that overnight, one tower came out of the same hill or the other side of the signal tower. The new tower is almost the same as the original one, but it is slightly higher. It says: "China Unicom" has four big blue characters.

I often sigh with emotion: "no wonder Unicom charges are cheaper than mobile phones. Only the location of the launch tower is saved, so we do not need to analyze and measure at all."

The most typical example of resource allocation is the promotion of melatonin.

Some people said that Shi Yuzhu had made more than a dozen advertising films and asked experts to make a selection despite his tight resources. Finally, he picked out one of the worst films that experts thought was the worst: "this year, we do not accept gifts at the festival, but accept only the brain platinum."

This is the understanding of resources. Experts think that the worst is probably the consumers' favorite! The fire of the brain is not all of a sudden. It is a centralized resource in a county town in Jiangsu, and the chain reaction is escalating gradually.

If you really want to achieve a leap from sales to marketing, please remember: forget the happy feeling of horse race enclosure, practice static and steady wisdom that occupies a mountain, always think about how to layout and how to allocate resources, which is almost all the validity of marketing logic.