你是怎么为你的品牌做营销的?市场营销有多重要?
Let’s start first by defining the word marketing? What is it?
首先,从市场营销定义开始?它是什么?
Marketing is the process of finding any potential buyer of your products or services at a profit. In other words finding them is not enough; you should be able to persuade them to buy your goods.
市场营销是在一个在盈利的基础上为你的产品或者服务寻找潜在购买者的过程。换句话说,找到他们还不够,你还要有能力去说服他们买你的产品。
One of the things that you should stop and think first is that you ARE NOT SIMPLY selling ceramic tile but marketing a full experience. The experience that your customer wants to have throughout the entire time they are in contact with your brand, store and you.
你需要停下来思考的是: 你不仅仅是在销售瓷砖,而是在营销一种完全的体验。那种顾客通过与你的品牌,店面和你本人接触的整个过程中所获得的他们所想要拥有的体验。
You should be able to communicate well what the customers are going to get out of your product to convince them to buy it.
你要能和这些顾客进行到位的沟通,让他们知道从你的产品中能得到什么,进而说服他们去购买你的产品。
The difficult part to understand is how in the world you are going to do it if most products are the same, look the same, feel the same and are priced the same. The stores look very similar; the service they get is almost standardized everywhere, etc.
最困难的地方在于,如果大部分的产品都是一样的,看起来相似,感觉相仿,定价一样,店面看起来没有任何差异,为顾客提供的服务也都是一样的话,你究竟要怎么办。
So, it is definitely not an easy task!
所以,这绝对不是个轻松的任务!
One of the ways of doing this is by demonstrating your potential customers the real value they get if they purchase your tile, how much benefit they get.
要完成这个任务,其中的一个方法是给你的潜在客户展示,当他们买了你的砖会获得怎样的价值,以及他们会得到怎么样的益处。
One of the main mistakes most companies do is that they focus too much in the price they sell trying to attract customers only by the price. Of course being the lowest priced store may help, but it is the solution of the “fools”. A cheap product can be of no value to your customer just as an expensive thing can be of huge value. The price you charge is determined by the value you actually give and strive to be of more value to your customers during the buying process.
大部分公司都会犯的一个主要错误,他们太关注销售价格了,只希望通过价格去吸引顾客,当然了,开一个最便宜的店可能会有所帮助,但是这绝对是“傻瓜”的解决办法。一个便宜的产品可能对你的顾客并无价值可言,正如昂贵的东西可以带来巨大的价值一样。你所收取的价格是由你实实在在提供的价值决定的,并且在整个购买的过程中,你需要努力去给到你的顾客创造更多的价值。
You need to make sure that your product pricing reflect all of your costs, including the costs of marketing effectively. Price your products right, you are not running a charity, you are running a business.
你需要确保你的产品价格反映了你的所有成本,包括有效的市场营销成本。为你的产品准确定价,你不是在经营一个慈善机构,你是经营生意。
Another thing that you MUST do is to stand out by creating points of differentiation about your product, brand and stores. There are way too many products like yours and you need to be aware of which are the different things that make customers buy your goods.
另一件你必须要做的事情是,通过对产品、品牌和店面的差异化打造让自己脱颖而出。和你相似的产品多不胜数,你必须要让客户意识到哪些是与众不同的产品,从而产生购买。
One of the things you must not forget is that the customers can only judge you by the image you present to them. If you give them a disorganized store, a dirty store, a poor sales experience, a bad website or things like this then even if you have a superior or great product they just will never buy your story.
不要忘记,消费者是会以貌取人的,如果你给他们展示的是一个杂乱无章、脏兮兮的店面,泛善可陈的销售体验,糟糕的网站等诸如此类的感觉,即使你有一款非常好的产品,他们也不会买账。
Every single company needs customers, they need customers that BUY and you need to get good at getting them to your store and make them buy! And this is done by having a good marketing department. If you do not have one then you better go find someone to help you or prepare yourself to go out of business.
每个企业都需要消费者,需要他们的“购买”。你必须要把消费者吸引到店里面,并让他们发生购买!这是通过一个好的市场营销部门来实现的,如果你现在没有的话,最好找这方面能帮助你的人,否则自己准备好出局吧。
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