10 Step Crowd Positioning Method, Let Your Shop Stand Out.

Hello!

I am a WIKO. What I want to share with you today is that the content is the principle of the 10 step crowd positioning method. I believe that after you read it, there is something different to enhance.

I believe many people do not know that we do shop businesses also need to learn to do marketing, marketing planning ability has a great impact on the performance of the store!

So what is the core of marketing?

Maybe you think it's a product, yes.

In the era of lack of products, it is really product oriented and in short supply.

In today's era of overproduction, the product has lost its core position.

Yes,

Today:

The core of marketing is: users!

You can see below.

It is not often said that there are needs in places where there are people. There are pain spots in places where there is demand. There is a market where there is pain. If there is a market, there will be products and products.

Ma Yun said: nothing is absolute, only the trend and the market are right! But I can understand that the trend and the market is a mapping of user needs, so nothing is absolute, only the needs of users are correct.

Our efforts to learn marketing are mining users, meeting users' needs, retaining users, and letting users pay for your marketing.

Remember to pay for your marketing mode instead of paying for your product.

If you don't understand this sentence, you can see it in my previous article.

Mining users is actually a very critical step, because it is at the top of the entire marketing system, the front end is not ready, the latter will only become more and more difficult, and the effect will be greatly reduced.

Many businesses add tens of thousands of fans, but there is no pformation. Many people invest a lot of advertisements, such as: through train, drilling and exhibition, but no effect has been put into the station, but there are not thousands of fans, but even a record of success. One of the reasons is that the corresponding users are not precise enough.

To find users and fans, the promotion of the whole network is done by many businesses, while screening customers and positioning precise customers are few. This is also a question of the number of users and the quality of users.

So, how to locate the target customers accurately?

Customer positioning 10 step method is a systematic and comprehensive way to locate precise customers. It can help you quickly identify your profit battlefields, lock in the best user groups, guide you how to effectively use the promotion funds, so that every bullet in your marketing bullet can hit the target.

Step one: define your customers (deep crowd portrait).

At the very beginning, we need to analyze and define the target user group. Just as we want to publish the marriage advertisement, we will write out the standards of our favorite image, such as education, income, work and so on.

When defining the target customers, they are usually defined by the following methods

(1) intrinsic attributes of customers:

Who (who)

Buying habits (buying habit)

Reasons for purchase (purchase reason)

Age (age)

Gender (sex)

Interest (hobby)

Income (revenue)

Crowd occupation (crowd occupation)

Dissipate (consumption time)

Consumption habit (consumption habits)

Shopping platform (shopping platform)

Consumption Psychology (Consumer Psychology)

Crowd character (crowd character)

Hobby orientation (hobby orientation)

...

.

(2) extrinsic attributes

Where (regional distribution)

Company (company)

Place (Venue)

...

When you explicitly list these user attributes, you can basically define the target customers, but they are not precise enough.

We should further narrow the scope of customers.

For each crowd to make subdivision analysis!

The second step: the ability to differentiate your customers.

The people you are targeting are those who have the ability to buy, and those who can afford your product.

Otherwise, the customers who come in are either those who are wasting time with you, or the ones who jump directly.

The purchasing power of customers is usually defined by customer income or the average consumption level of customers and whether they purchase large related products.

Purchasing power is also reflected in what valuable products the customer owns.

For example, customers own BMW and have LV packages, which indicates that the customer has stronger purchasing power.

(in order to get this part of the crowd, we usually check through the crowd inside the train.)

Look at the picture below.

For the products we sell, choose the corresponding consumers.

Third step: user consumption history maps your customers

If you want to know what your users will buy next, it depends on what he has recently bought and what he is buying.

Marketing Master Philip and Kotler once said, "the way to infer what people are going to buy is to observe what people have bought and what they are buying."

Find out what customers want to buy before you know who to sell it to.

(digression: remember that in 14 years, Taobao introduced a panoramic insight tool, and it can be perfectly displayed. The system analyzes the historical trajectory of consumers through big data, and deduces what products consumers need to buy next. Unfortunately, this tool has not been officially opened yet, so the specific reasons are not detailed.

The customer's consumption history and experience represent the customer's perception of your product category, the demand for your product, and the possibility of buying your product.

The analysis of customer consumption history includes whether customers have purchased products similar to yours, associated products, complementary products (such as suits and leather shoes are complementary, mobile phones are complementary to cell phone shells), and whether you have purchased products from your competitors.

From the history of customer consumption, you can easily pick out those customers who know your products and do not need common sense education, which saves a lot of time for promotion.

Enlightened education clients, especially to educate an unfamiliar Dan Qin An Dan, who is not familiar with education, is a waste of time and is also dangerous and unworthy.

Fourth step: purchase demand determines your customers.

Why do customers buy? Only because customers have needs and needs, we have to find out their common pain points. How to dig pain spots can be seen from the pain points I have written before, WIKO's actual marketing strategy.

If the customer does not have this demand, he will not buy it.

Therefore, the needs of customers determine the speed and possibility of this customer's payment. The customer's needs can be seen from the customer's consumption history and the focus of customers' attention.

If the customer has bought your competitors' products or the corresponding substitutes, there is a demand for customers in this area.

If the customer is concerned about the performance, characteristics and evaluation of a product, then he will have a demand in this area, so he can locate the demand customers from the rival competitors.

The fifth step: consumption frequency screening your customers.

The higher the frequency of consumption, the greater the value of the customer.

Customers who lock in high consumption frequency are easier to deal with, because people who buy this product often have a deep understanding of this product. All you have to do is show them the value of your product.

At the same time, the frequency of consumption represents customers' preference for such products. You think that customers have this preference and how successful they are.

Because there are many things on hand, today we will share these five points. If you are interested in the article, you can comment on it. If you want to read it, you can click on it. If you want to read the whole text, you can add my friend. I'll send it to you first.