The key factors for effective market promotion are mainly the following aspects.
First, market research and analysis were conducted.
The first step to victory is intelligence work. That is, useful information for various battles. When facing an opponent, it is hard to imagine that you can make the right decision without understanding the opponent. In order to ensure victory in the war, all opponents in the war will use various means to obtain competitive intelligence. Nowadays, the ways to obtain intelligence are becoming more and more diverse. The division of labor is becoming more and more detailed. People in ancient times said: Know yourself, and you will never be in danger in a hundred battles. The same is true for marketing.
How to collect and organize information? The importance of market research should be reflected in market promotion. What information does an enterprise need to collect to affect its marketing activities? It is mainly divided into four aspects: one is the information of the enterprise itself (know yourself), two, the information of competitors (know the enemy); three, the information of partners (customers, logistics); four, customer and market information (end customers). Maybe the enterprise is clear about its own information, but how much can the enterprise know about the other party’s information? What does the other party’s information include? From what channel is the information obtained? How to get it? Therefore, marketers must master the skills of market research and analysis. Pay attention to market research and analysis, have to conduct research and understanding, and adopt a closed-door marketing strategy. There are many cases and lessons of failure of some famous companies.
Why do many creative advertisements not sell? Why do many tacky advertisements have life? These are all due to the lack of market research, subjective judgment and biased understanding of consumer needs by enterprises. Therefore, we must understand consumers’ ideas, the other party’s ideas, dealers and customers through market research, rather than closed-door thinking.
Second: effective product planning and management. Weapons and equipment are an important factor in determining victory in war. In war, the advancement of weapons has always been an important factor in achieving victory, but it is not an absolute factor. Marketing pays more attention to product elements. For the market, products are an important weapon for effective promotion.
An efficient product marketing strategy combination, namely product line design, is an effective weapon to effectively combat competitors and enhance corporate profitability. The product strategy combination should include: How to improve the application of technology research and the company’s own products? How to refine and package product concepts? How to adjust product sales structure and combination? The company exists to make a profit. Ways to increase corporate profits: first, product prices are higher than competitors; second, corporate benefits are higher than competitors, cost control is better than competitors; third, product sales mix structure is better. The most fundamental difference between marketing and sales is that sales is selling products. Marketing is constantly pushing prices. How to sell products higher than competitors requires effective marketing and effective product mix.