Song Marketing Dry Goods Sharing and My Harvest

Last Sunday, I attended Ma's brand marketing class. He talked about the most basic 4P theory from three misunderstandings in marketing, and finally talked about the four stages of consumers buying products and the countermeasures. After listening to it, I feel that many previous marketing theories floating in the air have landed solidly. In addition, I also do the work of brand marketing, and I have personal experience of many of the contents he mentioned. I will share the dry goods of this class with you, but I am constantly reminding myself of the following points:

1. All the knowledge taught in class, even if I have written articles, is not mine, because I haven't fully put what I have learned into practice or told others.

2. The market is changing rapidly. All the examples used in the process of learning theory, even if they are similar, can't copy others' strategies and tactics without thinking. Only what suits you is the best.

Never ignore the importance of classics. Classic textbooks in every field are suitable for repeated learning.

4. Empty yourself regularly and keep an empty cup mentality, so as to put more new ideas into your mind.

In addition to a more thorough understanding of the basic theory, this marketing course has also put me in a correct state of mind, allowing me to look at marketing more objectively and rationally and look at the problem from the perspective of consumers. Every industry has experts, but experts are not everything. Don't be superstitious about experts and tutors, constantly criticize and verify what everyone says, and judge whether it is true or not with common sense and logic. Whether studying marketing or any other field of knowledge, I always tell myself to look at the most essential and primitive things.

I always wanted to take shortcuts before, thinking that I could learn about a field by reading books or reading a few books on the official WeChat account. But when I started trying to export myself, I found that what I had read was like running water. I walked through my mind without leaving a trace, and I couldn't build a knowledge framework. It's no use watching it like this any longer. What a painful understanding.

So, I began to try to change, and after every point of input, I tried to output it with articles or practices. Man's greatest weapon is his own brain, which we use to produce and create every day.

* * * have a partner!

Marketing is advertising and communication.

1.2 Marketing can sell rotten things at a good price.

1.3 marketing is just a department's business.

2. 1 product-the product is to meet the needs of consumers.

2.2 Pricing (price)-Pricing is a matter of life and death.

2.3 channel (place)-channel is the display, transaction and payment system of customer value.

2.4 Promotion-Give the right information to those who need it.

3. 1 Before buying, the consumer is an information audience.

3.2 In the purchase process, buyers and information Seeker.

3.3 In use, the experiencer

3.4 After use, the communicator

Many people understand that marketing is actually sales, how to sell a product, and then think of advertising and communication. Actually, it's not.

A: The hotel industry doesn't need it because-

1) geographical location (as long as you open the door, there will be passengers. Geographical location determines the passenger flow to a certain extent. People will stay in hotels close to where they do business and play, and will not go all the way for a hotel brand. )

2) basically rely on word of mouth (friends are on a business trip. Are there any hotels recommended for going somewhere? What you recommend is basically a friend's choice. Especially after the internet, people will not read hotel introductions when booking hotels, but will read user comments)

3) Experience comes first (customers have a strong subjective feeling. From the moment you enter the hotel, all the details are affecting your feelings. Once the hotel exceeds your expectations, customers will not only buy it again, but also recommend it)

4) Channel is king (the hotel industry relies heavily on channels, which is why Ctrip can do it. Small hotels are facing the problem of being kidnapped by channels, such as whether Ctrip is online or not, and whether there is a recommendation from a travel agency, which determines whether it can bring more tourists. Here, the teacher suggested that we study the sales and operation channels of all-season hotels through websites and official WeChat accounts, but I think not only all-season hotels, but also chain hotels have enough ability to build their own channels. )

5) Extremely homogeneous (the geographical location is extremely difficult to replicate, even Marriott, Marriott in Xizhimen, Beijing and Marriott in Guo Mao are different).

* * Reflection: What other industries don't need advertising to sell? (Speculation: the medical industry does not need it, nor does the ToB industry, which mainly serves large enterprise users, because they are not facing consumers, but enterprises. Nowadays, many companies for small and micro enterprises still advertise, because there are too many small and micro enterprises, and they still have to rely on advertising to make money in society. )

Q: The same student source, different renewal rates, one is 80% and the other is 88%. How difficult will it be to recruit students?

A: 4000 times (this is actually an order of magnitude comparison). When the renewal rate exceeds 85%, the remaining enrollment can basically be solved by word of mouth.

Summary: 85% threshold effect If the training still needs to rely on advertising to recruit students, it means that the product is not good enough.

* * Reflection: Should advertising by small brand training institutions be the first step? (Speculation: first polish the product, find a group of seed users to take the first class, and then start to promote it from word of mouth and personal channels)

Basically no advertising, all by customer loyalty. Since its establishment, the company has been committed to providing members with high-quality brand goods at the lowest possible price, and can earn most of the gross profit from the annual membership fee.

Conclusion: If marketing is advertising and communication, it is estimated that there is nothing to do in many companies.

The most classic case: selling combs to monks

The typical idea of selling products first is not feasible, and buying and selling hard is the last trick to win user loyalty.

Marketing is actually looking for demand, and then making products to sell according to demand-making a good product to satisfy consumers.

Marketing is not challenging difficult sales skills, but doing the simplest things.

Story sharing: Mr. Ma Songxiao is the marketing consultant of Luo Ji Thinking, so he often has many contacts and experiences from insiders. For example, at the regular meeting, I said, "Don't boss around at work, which is good for all teachers and Party B." She also said, "I care more about our reputation in Party B than the expenses saved from Party B."

Speaking of Luo Ji Thinking, as one of the "best marketing" companies in China, it didn't have a marketing department for a long time. Their founders are concerned about whether the content products are well done or not, and whether they create value for readers. They picked up the bad reviews in the application market, printed them out and posted them on the company door to remind themselves to keep improving.

* * Reflection: It is up to the customer to decide whether the product provides value to the customer. Don't be moved by yourself, think your products are good, and always keep the mentality of seeking advice and empty cups.

The marketing method may not be applicable to all companies, but the basic theory can explain everything.

Q: Why doesn't anyone use classical theory to guide marketing?

A: Because I think it's too simple and it doesn't look tall enough. Also, I just don't understand how to do marketing behind this simple 4P, I don't understand!

If there is a problem with sales volume, it is not advisable to urge the marketing department to increase advertising rather than improve products to win customers.

Many people feel good about themselves and think that the product is good, but it is actually a self-perspective! ! (reflection: realize that you are an ordinary person and will not be different from others. The products we design are really not that special, unless we are a genius like Musk. )

Of course, the bright side is to see opportunities-such fierce competition means there is still room for improvement.

The concept of group decision-making is mentioned here. Democracy is considered in group decision-making, but it has many disadvantages. Often the final result of discussion is not the best scheme, but the most mediocre scheme.

When developing products, please give yourself a soul torture:

-Are you satisfied with your product?

-Do you think the product is still cheating?

-Do you think there is room for improvement?

-Can the customer experience be better?

Even in traditional industries, there is still room for improvement, such as:

1) carton industry

Once the carton is torn (you can click on official website to watch the video to understand why this carton is special), the cost is a little more expensive than ordinary cartons.

2) toothbrush

Dr. bishop's toothbrush. Brushing teeth is not cleaning the surface of teeth, but cleaning the gingival sulcus. Most of them can't be brushed, so Dr. Bei has done a lot of articles on bristles. There are three kinds of imported bristles that are unclear, all of which are patents of Germany and Japan. (Huihuan comments: However, I use an electric toothbrush, because I believe that electric toothbrushes are more frequent and cleaner. For the elderly at home, I think it is also a very intimate choice to send Dr. Bei if they are not used to electric toothbrushes. -It's not an advertisement. )

* * Reflection: How to make consumers feel that the characteristics of your product are very important to them? (The function must poke the user's pain points, so it is necessary to have a precise grasp of the user's pain points, which comes from the insight into life and users and the sensitivity to details. )

3) patch panel: millet patch panel (5 million pieces sold in 20 16)

Feature 1: The spacing of USB sockets is the same, which is a precedent (in the past, suppliers could not make USB sockets with the same spacing because there was no such mold, but Xiaomi insisted on making them, and other manufacturers followed suit after production).

Feature 2: USB charging and fast charging can identify the current and obtain the same charging power as the original charging.

What product is absolutely the first in its industry?

What products are getting more and more valuable after buying?

What product can no one completely imitate?

What products have annual sales of nearly 100 billion yuan and equipment of only 20 million to 30 million yuan?

What products can keep growing as long as they remain unchanged?

Maotai!

I would like to ask, is it still like this after Maotai was sold 100? There is no need to change. Why?

Due to the limited annual output of Maotai (due to the complicated production process and long time, the annual output of Maotai is too small compared with other wines) and its own price is limited, Maotai is in a serious situation of short supply and can be sold out without marketing. Maotai is already equivalent to luxury goods in the wine industry, and its consumption is not often upgraded, so that there are many fake wines on the market (just like luxury bags are also very imitation).

Remarks: The topic about Maotai is too big for me to understand. In addition, the established status of Maotai is partly due to historical reasons. Let's not talk about it for a while. Here I put a snowball net to talk about Maotai, and everyone can look at the analysis.

Don't complain about your market, check your products first.

A company without good products is not worth marketing.

If the product is not good, make the product first and then promote it.

Products will always have room for improvement, as long as you want, no matter what industry you are in.

Reflection: Is there a problem with the product pricing of our company's big and small planets?

Thinking: I think it's a good strategy to set it at 248 yuan, and then reduce the price to 198 yuan in the channel. The 200 yuan didn't arrive just in time.

Le Caesar pizza, which used to sell 99 yuan set meal for two, sold well. Later, when the new boss took office, he cancelled the double package in 99 yuan, hoping to raise the unit price. Leading to a serious decline in passenger flow. Later, I quickly used the fifth anniversary to re-launch the 99 yuan double package in the name of revisiting the classics, and the passenger flow doubled.

Reason: In the past, the unit price of customers was within 50 yuan, which was a low-end catering to meet the daily needs of office workers. After the cancellation of the package, the basic unit price will be around 80 yuan, which has exceeded the ordinary dining needs of users. There are too many substitutes around, and users are lost to other stores.

There are three kinds of honey: 98.9 yuan, 99.9 yuan, 10 1.9 yuan. How to determine the three prices?

A: The price of the gift box (repackaging honey carefully) is a little higher, because it is a gift, which makes others feel expensive. Three digits are better than two digits, so it is 10 1.9 yuan; And consumers will set their own purchase price of 99.9 yuan (this is basically the pricing of big supermarkets). The reason why 98.9 yuan is uncertain is that consumers' psychological expectations of these two prices are not great, and some profits are lost when 98.9 yuan is used.

1. Brand positioning (melatonin pricing 168, which is very pleasing in China figures, was the pricing of high-end health care products at that time. Give people face, small pot of tea broke the price of high-end coffee table, small metal pot reduced the unit price, positioning in luxury goods).

2. Cut into the market (360 killed Kingsoft Internet Security with a free strategy; Alibaba killed ebay)

3. Higher profit (Maotai can raise its price slowly in case of supply shortage to obtain higher profit)

4. Expand the market (McDonald's pricing is market demand-oriented, and stores quickly occupy the market at the price of the public)

5. Handling inventory (M2 Meizu's example is very interesting. Originally, this product has been reduced to a very low price, and I expected to sell more products, but it didn't. Later, I learned that this product was used as a drainage product by the store, and a huge price reduction poster was posted at the door to attract customers, but the real customers said no when they wanted to buy it, and instead recommended other products with high unit price. Later, M2 Meizu raised the price and broke the curse of drainage products. )

Sometimes value determines price (note: consumers are willing to pay high prices for high-value goods and services)

Sometimes the price determines the value (note: if you bid high, you will naturally enhance the value by doing high-end work. Diamonds are valuable? Not exactly. )

* * Book price games are recommended here.

1. Price discrimination: the price of the same product is different, such as air tickets and early bird tickets.

For example, why does McDonald's issue coupons for a long time, but never reduce the price?

This is actually an economic problem. In economics, price discrimination refers to charging the highest price to people with different wishes in order to maximize the profits of enterprises. From McDonald's point of view, 1. Casual price reduction will easily lead to vicious competition in the same industry, and if the original price is restored later, it will cause customers' resentment. 2. Coupons can be used to distinguish people's willingness to pay and get the maximum profit. 3. The existence of coupons is stimulating to consumption, and it is constantly taking advantage of the psychology of some people who are greedy for cheap.

People who use coupons face the problems of time cost and choice restriction. It takes time for him to get coupons, and some coupons can only be used for certain products.

The enlightenment to me here is not to feel that you have lost just because the merchant gave me a useless coupon. The opportunity cost of using coupons by yourself-the lost time and money-is far greater than the preferential amount of coupons. )

2. Differentiated pricing: adjust products to make them different, give different pricing and serve different people. For example, Apple 7 offers different memory models and sets different prices.

3. Price reconstruction: Thinking-suddenly found that the product is particularly hot, can you adjust the price to make more money?

Consumers hate price increases, but what if they have to?

1) Price increase mode of new products: the cost of new products is lower and the price is higher.

2) Reduce the quantity and keep the price unchanged (change the packaging and reduce the service).

3) Frequent price adjustment method (e-commerce platforms often do this, but consumers can't see it anyway)

4. Anchor price: the first price the consumer sees, and he will evaluate the goods according to this price level (including when talking about wages, the first price mentioned determines the level of wages in negotiations).

For example, Mr. Ma/KLOC-0 spends 3000 yuan per half hour, and he can have dinner with his classmates in the evening. He offered 900 yuan 150 yuan just to eat and not talk. Which one do you choose?

Analysis: The line price is the anchor price, so the second price is very acceptable.

The anchoring price of e-commerce can be referred to as follows: 10 yuan vs30 yuan vs60 yuan. For the same category, set the third price and the third quality. The basic price in 60 yuan is the anchor price, which makes the goods in 30 yuan and 10 yuan more favorable.

For example, in Wal-Mart, only 40% of the marketing expenses are used for marketing, and the rest are used for price reduction. Its marketing strategy is pricing strategy, aiming at building a brand at a low price.

Channels are the display, transaction and payment system of customer value.

Channels provide convenience for customers to obtain value (where there are merchandise displays and transactions, there are channels). Products provide value for customers, and channels provide convenience for customers to obtain value.

200 1: Hotel, roadside (Quanjude, South Beauty)

2008: Shopping and eating (Xibei, Le Caesars) (* Note: Xibei has more than 700 branches, and will use particularly eye-catching posters and landmarks to point out its position in shopping malls, especially in shopping malls).

20 13: order take-out and make box lunch (Zunbao, Yitaichang-Shenzhen fast food brand, 20 16 earned 65,438+2 million just by making box lunch) (* Note: Chinese soup is not suitable for take-out, and western-style simple meals are on the rise. But we still see a lot of takeout or soup and water, because consumers have demand. )

As can be seen from the above, the changing characteristics of the catering industry:

The frequency is rising.

-The unit price is falling.

-The dining table is getting smaller.

For example, online children's English training Vipkid has a flow of 5 billion yuan in 20 16 years, because the rise of the Internet has changed the way of education, and the profit is much higher than that of offline stores. Xiaomi started to go offline when the online traffic was almost saturated, which is also an improvisation.

Example: Xiaomi

20 1 1-20 14 pure e-commerce (online sales in 20 14 were 75 billion, in 20 15 it was 76 billion, and the growth slowed down in 20 16).

20 15-20 17 Xiaomi Home (20 15 Other mobile phones went online and Xiaomi started to go offline)

20 17- Future Xiaomi Store (further distribution is equivalent to developing a first-class WeChat business, and the offline target of Xiaomi in 20 17 is1200 million).

Give the right information to those who need it.

If the channel is right and the information is wrong, the last step will not reach the consumers.

Don't know nothing about copywriting. Copying is worried that others can write their own copywriting, so they often write something that looks tall but is empty. The fact is that consumers don't want to read paragraphs, and the copy is written correctly first, and then written well.

For example, please compare real estate advertisements-

They came early because they knew I wouldn't wait for you all the time (although the latter was not good enough, the information was correct).

What is marketing, that is, service? Because marketing is to consider the problem from the perspective of consumers, and then provide them with services, and provide different services for consumers in different roles.

In the brain, mirror neurons are responsible for managing emotional abilities (the ability to consider the feelings of others). When a person's emotional ability is low (usually leadership because of a strong sense of power), it is likely that this part is damaged.

The teacher suggested that marketers should be product managers and think about products from the perspective of considering users' needs. The most important ability of a product manager is to turn himself into a fool in an instant, so that he will not take it for granted to design strange functions.

For example:

Microsoft engineers used to set the DOS system to press any key, and then the customer service received many calls asking "Where is any key?".

One insomnia glasses can't find the switch. The way to open it is to tap the glass twice.

The most important ability of marketers is to become users instantly and look at the whole purchase process from the user's point of view.

Thinking: Is an APP tool that can lock the APP useful? Maybe we think it's useless, but it's very useful in India, because smartphones are used by the whole family in India. We can't take our lives for granted as the whole world. )

Consumers are the recipients of advertising information.

We provide information services to consumers through the media (advertisements, news, friends circle and leaflets).

But consumers only care about themselves and don't care about advertising. At present, their characteristics are: 1) confusion 2) forgetfulness.

Advertising needs to do two things: the first thing is to wake up the audience from a loss. The most efficient communication is to stimulate the instinctive reflex of the audience (what kind of instinctive reflex does the customer have? -untrained reflex. Therefore, let the audience find that this advertisement is related to him in the first second.

For example, for people with stomach problems, the first sentence is-stomach acid, bloating, gastric ulcer. So the second second, let the consumer remember that 1) has something to do with him? 2) What you already remember (because consumers only remember these two kinds of information), you should do the second thing-easy to remember and easy to repeat.

The service at this stage is to provide consumers with two aspects:

1) product value information (why the product is worth buying), then the copy is like:

There are 1000 songs in it

Meituan takes delivery, and everything is delivered quickly.

Three fat eggs: choose six Liang for ten Jin of melon seeds.

As tender as fish.

Get: read a book for half an hour every day.

2) purchase instructions (when to buy the product)

Drink red bull when you are sleepy and tired.

Fear of getting angry and drinking Wang Laoji

If you love her, treat her to Haagen-Dazs.

Chew after eating and drinking.

(In the past, the copy of Ma's account was "It's better to talk nonsense with interesting people than to eat with boring people", but later it was changed to a more direct "Pay attention to horses, and marketing is easier")

Consumers are commodity searchers in the buying environment.

It faces a complicated discovery process and a difficult decision-making process, so marketing should provide two services:

1) Reduce the discovery cost

-Offline: Use eye-catching colors and shapes to attract people.

-Online: attract with clear and direct words and pictures;

-Socialization: Promote consumers to forward recommendations.

2) Help make decisions as soon as possible.

-regard shelves as advertisements and packaging as media. Advertising, packaging and product design solve the problem of information asymmetry, allowing consumers to make decisions as soon as possible with complete information. Moreover, some brands solve the problems of the game (many times), and also ensure quality assurance and quality problems. A single game can't build a brand, such as poor food and poor service in tourist attractions.

-clearly and simply describe the value of goods.

-Product thumbnails should be clear and direct.

Users are experiencers and need to be guided and aware of the value of products in order to get a good experience.

Products have perceptual and imperceptible properties. We strengthen the perceivable attributes and visualize the imperceptible attributes as much as possible.

In addition to product quality and service, the product experience needs to provide more symbolic (instant beef) and ritualized (to show seriousness, such as the countdown hourglass on Xibei dining table and the solemn commitment of employees to put their left hands on their chests, such as shouting before serving in some restaurants).

1. Service industry (learning Disney):

I was full of expectations before I came.

Create surprises in use

Leave memories after leaving (shoot all kinds of scenes that can be photographed, sell souvenirs, etc.) )

Be willing to spread when you speak.

2. If it is a non-service industry, it is the design of the whole product process.

Give a few examples:

Enzymes, the catalytic enzymes of washing powder, can make clothes clean, but enzymes are invisible. In order to make consumers feel the existence of enzyme, blue particles are added. In fact, blue particles are just ordinary washing powder (containing some enzymes).

360- boot speed prompt, let you feel what 360 has done for you in the computer background;

Huawei App market- manual re-inspection, indicating which employee in the App has checked this app;

I see-there are 10 people who specialize in error correction, and there are similar jobs as commentators and book selectors, but users can't perceive the efforts behind them. Ma Song read the case of Huawei and told it, so in later designs, each article was marked with a narrator.

Xijiade jiaozi-long strip design, which can be clamped with a bite, and will not be scattered when you see the stuffing inside;

Hometown chicken -20 13 originated in Hefei, and 300 stores were opened on 20 17. They put a lot of Nongfu Springs in front of their house to make piles, indicating that chicken soup is made of Nongfu Springs, which makes everyone feel that chicken soup is very special.

Pancake fruit lined up forever-queuing can also create an experience that users can't miss. For example, although everyone is saying that people waiting in line for hi-tea are wasting their time, I still see that many people buy hi-tea and start drying it, and the group will occasionally ridicule hi-tea. The flow of people is the guarantee of sales to a certain extent. Dare you eat in a shop where no one goes?

After consumers experience products, if they experience well, they will become disseminators of products.

However, the general characteristics of consumers at this stage are: no reputation for products, poor summary and lack of tools. To spread, we must improve from the above three aspects.

Four things need to be done:

1) Create Word of Mouth Word of Mouth = Perception-Expectation (increase perception and decrease expectation), and the part beyond expectation is word of mouth, which is the basis of consumers' re-dissemination.

2) Make a communication content and design a sentence for the consumer to pass on to his relatives and friends (faceU's social interaction, three pounds of melon seeds and six liang). Can create content that consumers are willing to forward (Jiang-spread advertising content, not products. One is to spread product features, such as charging for five minutes, talking for two hours, and Baidu, which is a catchy product language that is easily mentioned in daily life), or let your own symbol system have the function of spreading products (such as Apple's cell phone ringtone and Coca-Cola's classic glass bottle). As long as the brand is mentioned, it will be shaped, and what popularity needs to do is to continuously consolidate the brand.

3) To provide communication tools, we should create sharing tools and channels (for example, cross-sharing will bring 20% conversion rate).

4) Establish a VI (Visual Identification) system with strong identification system (for example, Adidas has the strongest self-propagation ability, because the three bars of clothes are as long as the legs, which are particularly conspicuous), BMW's unique front fan, Mini Cooper's model, and BYD's bright logo (which can shine at night).

Summary: Enterprises always have to face the problems of insufficient brand awareness and insufficient market expenses. Therefore, it is a very cost-effective thing to hire consumers to help you spread and establish the reputation of your own brand in the hearts of users. Your own product is your only free use and the biggest channel of communication.