Joke Collection Website - Bulletin headlines - What is community marketing service?
What is community marketing service?
Strategies and methods of community marketing
1, the orientation and subdivision of the community.
Before doing community marketing promotion, we should position and subdivide the community according to the market positioning and product positioning of the enterprise, which is the basis for the success of community work. The basic investigation of community functions includes leisure, entertainment, medical care, health care, consumption index, age, age gap ratio, culture and education, customs and habits, family preferences and so on. With the development of economy, the community has become large-scale, functional and luxurious. After the function of the community has changed, it needs a professional and rational attitude to promote community marketing.
2. Strengthen the publicity of community terminal image.
There are various forms of community promotion, which can be carried out at the same time or used alone. It is a common and easy-to-operate way to distribute product promotional materials and discount cards by property management companies or sales offices (only applicable to related products in decoration industry here); Donate to make house numbers or floor signs; Donations for community public billboards, bulletin boards, signboards or advertising electronic clocks are more acceptable to property companies; Hanging banners and slogans at the entrance of the community or other eye-catching positions; Make an exhibition hall in a suitable place in the community. These terminal advertisements can effectively influence and spread the memory and brand impression of community on-site promotion activities.
3. Timeliness strategy
Mid-Autumn Festival and Spring Festival are two peak consumption seasons for social consumer goods, especially before the Spring Festival. Sunday as a rest day is also a good publicity opportunity. As a health-related product for middle-aged and elderly people, it should be chosen when the weather is fine and when the community activities take frequent breaks. Enterprises should also arrange community promotion activities reasonably according to the seasonal sales characteristics of their products in the market.
4. Exchangeable strategies
Community consumers are more likely to accept products that community residents need in exchange for their old or outdated products, and community consumers are more likely to accept barter and recycling second-hand goods, rather than monetizing transactions. Of course, this strategy can only be carried out under the specific conditions of the products operated by the enterprise.
5, word-of-mouth publicity strategy
Community marketing should be good at making and looking for typical cases and events, guiding the oral communication of the elderly and women, packaging and promoting word-of-mouth marketing.
6, the leader mode strategy
There will be a kind of "leader" in the community, especially old cadres and veterans who have made great achievements in the past. They have a high reputation and influence in a certain range, and they are often models of consumers of a certain product, and they can be relied on to implement model sales. For "opinion leaders" consumers, we should fully communicate with them by means of direct marketing. After being satisfied, they will drive the surrounding consumers to become users of a certain brand.
7. Show illustrative strategies
Community marketing promotion is the most practical, and consumers need to see it themselves. For the promotion of a new product, it is necessary to demonstrate and explain it on the spot, or teach it at the point of sale, so that they can participate in it to find their feelings, try to use it and form an interaction. Until he basically mastered it.
8. Insurance strategy
Consumers will still distrust community consumer goods, especially durable goods, and will consider their product functions and quality risks. In order to solve their worries, they can be insured before or at the time of sale. Products with insurance companies underwriting product quality will give community consumers confidence and dependence and become the reason to buy in the community.
9. Price strategy
In addition to the above reasons, consumers should be given more reasons to spend in the community, prompting them to make a purchase decision. That is to take advantage of the frugal consumption psychology of the elderly and women in the community. This is especially important in low-income communities. Therefore, the price of the community should be slightly lower than the price of the same product put on the market.
10, system policy
Community marketing promotion must be systematic. Emphasis should be placed on large and medium-sized communities to facilitate radiation to the surrounding areas. Enterprises should make full use of the role of local organization system, establish community marketing network, and make community channels unblocked. Relying on the local retail network to sell products, as the follow-up support point of community promotion activities and the contact transformation point with consumers, to form multi-party interaction, so that consumers can find the products of enterprises after the activities, and implement measures such as on-site service.
1 1, credit sales strategy
For some products or new products with long production and use cycle, a small amount of down payment can be used to sell them on credit to community consumers. As a community marketing, the buyer is a "community resident" with a "family", and the amount of each transaction is small, so there is no risk of payment. For example, dairy enterprises often adopt such tricks as "eat milk first, pay later or pay at the end of the month".
In the process of community marketing, the most important thing is to control the details, ideas determine the way out, details determine success or failure, marketing is to do details, and community is to do details.
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