What should be your budget for marketing?

The basic principle

Sticking to the end is the bridge between good plans and good results, and marketing efforts also require perseverance.

Staying the course also means, ‘Once you get your customers, hang on to them’.

At this point, you can use various methods to stay in touch with your customers and make them feel that you always care about them.

If you make a mistake, contact your customer immediately and apologize and offer them additional compensation.

Some call it ‘one-to-one marketing’, I call it ‘staying connected’.

Remember, it’s always more expensive to acquire a new customer than to retain an existing one. "

“First of all, the more direct it is, the easier it is to control. In other words, if you have to go through a middleman, you are giving up part of your profits and control of your product.

Second, don’t compete with your customers. If you want your distributors to be loyal to you, don't cooperate with their competitors or open a direct store yourself.

Let them make money. This means that your job is to make your product more attractive to the distributor's customers (i.e. consumers).

Opportunities are hard to spot because they don’t look like opportunities, they look simple and obvious

Reading some stories about success or failure will be much more useful than reading those marketing monographs.

A good name that's easy to remember will be a good start, but a bad name can cause a lot of trouble. "

The best brand names are those associated with the product's strong selling points.

Another tip is to use a name that sounds great.

In many cases, memories are formed by hearing, so you'll want to avoid names that sound weird

Building a brand strategy is about establishing a brand and a concept of differentiation in the minds of potential customers. "

In an effort to gain more business, organizations lose focus on what makes them unique

A brand is a promise that establishes expectations that a product must deliver.

So what can be done to avoid losing brand focus and preventing brand damage? --give up

There are three aspects to giving up

Branding is about ingraining a specific brand, along with its differentiation, in the mind of the customer. The trick is to focus on the core features of your brand and not get too greedy.

What you need is the first or second brand, or a brand new sub-category brand.

If someone comes up with a product idea that might become a leader in a new category, you can approve it without hesitation.

If you maintain a strong substitution strategy, you can also become a very successful second product.

"What is the law of duality?"

How can I make people like my brand more?

We elves look at the issue of brand extension from a psychological perspective. The more product types a brand extends, the easier it is for the mind to lose focus.

I should first consider building a leadership brand. If we are the No. 1 brand, we want to make sure our people are constantly challenging themselves with newer, better products. "

Secondly, if we are not the leader, I should make sure that our second brand is committed to attacking the leading brand and becoming a strong alternative. "

"Finally, new products from established brands should aim to become sub-category leaders and focus on market segments. I should avoid bandwagon following and brand extensions at all costs."

First, you have to make sure the product is reasonably priced.

Second, people are willing to pay more for perceived value.

"High prices and high profits attract competitors."

“It’s hard to win on the cheap.”

Eventually, prices will drop.

‘Co-benefits’ are meaningless. "

Note | From the current perspective of Xiaomi Ecosystem, their ecological synergy is still quite good. I don’t buy Xiaomi mobile phones because I have used Xiaomi mobile phones and feel that they are not as good. Huawei is good. But I would still trust them with other products they make. How to explain Xiaomi’s synergistic benefits? Are times changing, causing positioning theory to begin to show its margins?

Don’t stray too far from basic business.

Build on your existing business so you can leverage your credentials and expertise.

The existence of a brand is based on people's perception of it. Blindly following the pressure of Wall Street, ignoring the characteristics of the brand, and blindly expanding your business will only bring you trouble.

In "Two Cars", BMW always focuses on high-priced cars and emphasizes its super driving machines. This is not the case with Mercedes-Benz. DaimlerChrysler appeared in history.

Set realistic goals, as Frank Tapp brilliantly defines them – ‘beyond your reach, within your reach’. "

You have to realize that the impossible is impossible. You can’t add unrealistic ideas to your marketing plan; you have to find ways to leverage existing perceptions to sell more products.

Mark Twain said it best: “I can’t give you a formula for success, but I can give you a formula for failure, and that is, try to please everyone.”

If you want to enhance your brand, you have to build it around your expertise – constantly asking yourself ‘does it make sense to your customers’ and ‘does it fit with your reputation or image’.

You also have to be very realistic when making your plans and make sure it's something you can do.

People often don't mean what they say, and when you ask them why they bought something, their answers are often inaccurate and unhelpful.

One of the most interesting passages about conformity is from Robert Sciordino. He spoke of the powerful influence of the ‘Law of Social Proof’. This law says that we first understand what others think Why is right and then use that to decide what is right. This rule applies especially when people judge what behavior is right. When we judge our behavior in a certain situation When judging whether it is correct, it is based on what you see others doing in this situation.

In a way, buyers are like sheep following the herd—herd mentality plays a big role.

My conclusion is that from observing humans for thousands of years, I am convinced that people do not know what they want. If that's the case, why bother asking them?

“What you’re looking for is the perceived strengths and weaknesses of you and your competitors in the minds of your target customers. My favorite way to investigate is to list the basic attributes of a category and then ask people Score on a scale of 1 to 10. This approach is based on competitors and aims to understand the concepts and perceptions held by all parties in a certain category. You could also call it a ‘differentiation experiment’. "

So good market research doesn't waste time discovering what people want or probing their psychology. It's really about trying to figure out how to differentiate yourself in the minds of potential customers relative to your competitors. "

Good market research doesn't waste time discovering what people want or probing their psychology. It's really about trying to figure out how to differentiate yourself in the minds of potential customers relative to your competitors.

Basic habits change slowly, and the media often exaggerates smaller changes. tend to exaggerate Equally bad is assuming that the future will see history repeat itself. Assuming that nothing will change is as certain as predicting the future with certainty as assuming that something will change.

Unexpected things happen all the time, and unexpected things cannot be investigated in the first place.

The more candid you are, the more people will perceive it as information rather than advertising.

Another important approach is to try to make your message sound like breaking news. people are always looking for Look for news. News can eliminate the hostility between advertisers and audiences. It can make people let go of their wariness about being 'sold'.

People are always looking for news. News can eliminate the hostility between advertisers and audiences. It can make people let down their guard against being "sold".

Vibrant visual materials, while attracting people's attention, can also distract from the message. And, in people When their attention is distracted, they stop listening and reading. Such advertisements do not have the effect of promotion, which is also called "attention diversion."

You can’t take up too much of people’s time, so you have to make your ads simple and easy to understand. One message is better than two, and simple visuals are better than rich visuals.

If possible, rhyme your words to make your slogan easier to remember.

Emerson once said it well - 'The ears are the windows to the soul'.

More importantly, you're looking for obvious concepts. It's often simple, commonplace, and unimaginative, but the most obvious concepts are also the most useful. "

Recommended book "Master Adams".

Advertising takes time to be remembered, so your message must be retained for a longer period of time for people to accept it.

When I evaluate advertising, I first want to avoid meaningless empty slogans and look for product differentiation. I should look to see if the ad dramatizes differentiation, How honest is the information? Is it presented simply? Does it provide my clients with interesting news that will benefit them in the future?

If an advertisement can achieve the above points or all of them, it is a good advertisement; otherwise, it is an ineffective advertisement. Then I should wait patiently for the ad to do its job. "

When you see an ad, it's recommended by the best advertising agencies in the world and designed by great creative geniuses , the entire marketing department is behind it, and you don’t know what to think about it, go home and ask your wife. "

There are two forms of language - written language and spoken language. We often confuse the two, but there is a difference between them. The ears are always more sensitive than the eyes.

Not only is listening faster than seeing, but what you hear stays in your mind longer than what you see. visual image, whether a picture or Words will disappear within a second unless your brain engraves them into your mind, while the information you hear lasts four to five times longer in your brain.

This is why your train of thought can be easily interrupted when reading written text. You often have to review the meaning of certain information. Because sounds last longer in the brain, spoken words are easier to understand.

Listening is always more effective than reading. There are two differences - first, the brain stores spoken language for a longer period of time, which allows you to organize your thoughts more clearly; Secondly, people's voices and intonations will give language emotions, which is beyond the reach of simple written words. "

It would be better if you could leverage PR before running your ads. People are more receptive to information provided in the news than to information learned in advertisements. The fundamental reason is that they Don't like sales pitches but want to know what's going on. At the same time, relevant information in the news will also bring high credibility to your product. "

Some promotional methods are combined with s to produce some public relations effects. For example, using an elephant parade in a business center to launch a new product, Certain special offers can help entice consumers to try your product. But if the promotion is just a discount, the effect will be minimal.

In integrated marketing, you want differentiated messages to be delivered through various media. Once you’ve identified your differentiated message, you can take advantage of a variety of different media to deliver it.

PR can help you launch new ideas, give them credibility, and create buzz;

Advertising can quickly build awareness of the idea;

Exhibitions can generate excitement within an industry or product distribution channel;

Direct mail can promote your concept to your best and most demanding customers;

Promotions can entice people to try new products. "

This starts with ensuring we have differentiated information;

Second, if possible, push it out through PR;

Again, put our money into those media outlets that have a voice;

Finally, don’t take your promotion too far.

Exaggerated style or design must not come at the expense of legibility. No matter how beautifully designed the logo is, if it is difficult to understand, it must be abandoned.

Warm colors like reds, oranges and yellows tend to be eye-catching and vibrant, which is good for retail;

Blue is a calm and conservative color, not too eye-catching, soft and easy to match;

Black and gold are considered upscale colors;

Bright colors are often thought of as freeing, happy...

Color can be a powerful way to differentiate your brand. Don’t choose a competitor’s color.

When choosing a trademark, the most important thing is the name and making sure it is easily identifiable.

Colors and typography are much more important than meaningless symbols, unless those symbols are the company's nickname, and nicknames can only be used as nicknames.

Nicknames are given to you by the market and are what people take the initiative to call you. Don't try to force a nickname.

If people tend to use your full name, then that full name is your brand name and should become your trademark as well.

Arrogance is the first mistake people often make.

Success often leads to arrogance, and arrogance leads to failure. Self-righteousness is the number one enemy of successful marketing.

Smart marketers think like potential customers. They put themselves in the customer's shoes and do not impose their subjective understanding on the objective environment.

‘Greed’ is the second mistake people often make.

The manager does not focus on the company's operations, but always pays attention to the company's stock price.

This was when the company began to expand and its brand image began to suffer.

“Can one person’s unbridled greed bring down a company?”

While it won't bring down the company directly, greed can spread like a computer virus through management because everyone knows that top employees are making a lot of money and they start to feel like they should be making just as much.

Soon, they began making decisions to line their own pockets.

‘Ignorance’ is another common mistake.

Many big companies get into trouble because they don't understand that strategy is a battle for the mind of the customer.

What matters is not better products, but better awareness.

“How to avoid ignorance?”

The next mistake is delusion, which occurs when a company's plans are based on dreams rather than facts.

Most successful companies focus on facts rather than establishing so-called ‘goals’.

What matters is not ‘what you want to do’, but ‘what you can do’.

It is very dangerous to overestimate market potential.

‘Losing focus’ is a very common mistake and is often caused by success.

After achieving success, CEOs stop focusing on the core business and expand into other areas.

‘Fixing’ is not actually a fatal mistake, but sometimes it can cause big trouble. "

Some people always want to make some better improvements and improve for the sake of improvement. The motivation for improvement is to prove that they are awesome.

Yes. It is indeed easy to see other people's mistakes, but I think it is very difficult to clearly see your own mistakes.

Tinkering with mistakes is caused by "pride".

Once your company has established a presence in the market, you tend to underestimate your competitors because you feel powerful, wealthy, and well-informed.

You are no longer humble. You think everyone else will make mistakes, but you will not.