The Most Critical Factor Of Marketing Strategy

In my last article, I made a point that most business operators usually believe that only by offering better products or services to customers can they win in the fierce market competition.

Or in marketing, our basic task is to maximize potential users to believe that we can provide better products or services.

But this is often wrong. Why do we do so many advertisers that do not remember your brand?

Even with many customers, do they still not know their products?

All of this is related to your marketing strategy.

Which marketing strategy is the most critical factor?

How can we spend less money and work more?

How can we get the media to pay attention to us and give us more free publicity?

This is what our marketing managers should do.

In fact, the essence of marketing is not complicated. It can be said that it is very simple. The answer is: do the first!

At the 2004 Olympic Games, Liu Xiang became the pride of China. He won the world record of 12 seconds and 91 in the Athens Olympic Games by British famous Colin Jackson.

On this day, the most talked about topic is Liu Xiang.

There are many gold medals in every sports meet. Is Liu Xiang getting attention because he won the gold medal?

No, this is because this gold medal is the first track and field gold medal that Chinese male athletes won in the Olympic Games. It has written a new history of Chinese track and field.

The first person to fly across the Atlantic is known to the world. Second people who fly across the Atlantic are not known, and third people who fly across the Atlantic alone are even less known.

However, a female pilot named Amelia Earhart has also completed the pioneering work of flying over the Atlantic alone. How many of her men flew over the Atlantic alone?

The answer is third.

Because she was a female pilot, she also created a "first" - the first woman pilot flying across the Atlantic.

This success owes to her creation of a new classification.

A female pilot (also known as "market segmentation" in Marketing) has made herself the "first" in this "market segment", thus taking a place in people's minds.

China has five thousand years of ancient civilization, and there have been countless emperors. Of course, the first person to become emperor is the most famous. The emperor has even become the name of all the kings.

Qin Shihuang was not the first emperor, but because he created a "first" - the first emperor to unify China, he became "the first" in this "market segmentation". Until now, Qin Shihuang is also one of the most famous emperors in China.

Wu Zetian is neither the first emperor in Chinese history nor the first emperor to reunite China. How did she win the hearts of the people?

Similarly, she also created a "new product category" and then became the "first" in the "product category" - the first female emperor in Chinese history.

If your product fails to enter the market for a variety of reasons, or your industry is much more competitive than you, and a competitor's product may even become a synonym for such products, that is, your product can't rush into the minds of potential users.

Even then, you don't need to lose heart. You can create a new product that will enable you to be "first" and make you the "first", which is not as difficult as you think.

The way to create "first" can be varied. It can even be a new brand name, a new marketing method, a special price and so on. As long as your potential customers recognize this new product or new name, you can create a new market segment and become the "first" in this segment.

It is not difficult to create new product categories. The strategy of market segmentation is not profound or even very simple. But most enterprises do not understand these principles, so they are not used in practice.

For example, China has a famous health care product called "brain platinum". Its scientific name is melatonin, also known as pineapple. In medicine, it is called "Miller Tong Ning". Its efficacy is to improve sleep, relax the bowels, and is not a new product, nor is it a unique thing.

Once it is changed to "brain platinum" in marketing, it becomes unique. It creates a new product category, which is an innovation.

Xiong Bing Automobile Electric Appliance Co., Ltd. is a company specializing in the production of car burglar alarm, reversing radar and automotive electric products. After years of market war baptism, the "male soldier" automobile anti-theft device produced by the army has become one of the three brands in the market, and this ranking has been in existence for several years.

The male soldiers have been fighting against the market as a challenger, but because their biggest rivals are putting advertisements on the TV media as early as possible, their competitors have been occupying more than 40% of the market in the car anti-theft market.

How to break through the strong defense line of competitors and achieve further development has become a barrier for the "male soldiers" to go beyond.

After careful market research, the "male soldiers" found that due to the wide variety of vehicles, almost all manufacturers of anti-theft devices should take into account the universality of the products. Therefore, the wiring styles of the products are basically the same.

The installation master only knows the car's original vehicle line well enough to do the job. The installation quality of the burglar alarm also depends on the technician's technical level.

Because of the rapid development of the modern automobile industry, especially the automotive electronics, the line structure of each vehicle is different. It is very difficult for the installation of the master to understand the circuit of all the models.

Market research also shows that if the original vehicle line is cut off during the installation process, if there is any problem in the circuit, the manufacturer will probably not give warranty, which will lead to new disputes, which have become a problem that puzzles car dealers.

After analyzing the characteristics of the competing products, it is found that since the overall market of the automobile anti-theft device is not too large, almost all the products produced by the anti-theft manufacturer should take into account the universality of the product, that is, this product should be suitable for all vehicle installation, and the product's versatility is strong.

After finding the demand point of this market, the "grand soldier" has gained the experience and strong development strength from some large automobile production plants in recent years and its own strong development strength (the first authorized by the world's five largest automobile industry in 2003, the most stringent automobile production enterprise certification TS16949 certification, and now is the important supporting supplier of many domestic automobile main engine plants). After three months of development, a series of automobile anti-theft devices were developed, which use special connectors, and do not damage the original vehicle lines when they are installed.

How can this selling point be conveyed to potential customers and become the "first" of this market?

To become a "male soldier" to solve the problem.

Under the guidance of this idea, a brand-new name has appeared: "the male soldier special type burglar alarm".

The concept of "male soldier" and "special purpose" just cleverly carried out a perfect market cutting of car anti-theft products, and divided car anti-theft devices into two categories: one is "universal" product, it is suitable for all vehicle types installation, and the other is "special-purpose" product. It is special purpose vehicle. The biggest advantage is that it avoids the front line and never destroys the original vehicle line.

The "male" has made elaborate plans for advertising and distribution to ensure that all the relevant industry magazines, newspapers and other aspects have "male soldiers" advertisements when the products enter the market.

And at the very beginning, it adopted a strategy of intensive and all-around strategy to ensure that in 3 months, no matter which industry magazine the customer opened, there were the advertisements of the male soldiers at the bottom of the seal or the position of the first prize. The image of the advertisement stood on the Red Guard with a large red flag and stood very majestically. The red flag was written on the words "no cut line, no way to break the original car line", and the demeanor of a great revolution.

Through the propaganda of various soft texts, the male soldiers left a deep impression on their customers in a few short months.

Many years ago, Coca-Cola and Pepsi in the coke market "monopoly", so that the "little brother" seven happy soda water is facing a very embarrassing situation.

If the seven lovers also classify their products as soft drinks, they may not have the status of today.

At this time, seven year old used reverse thinking in marketing, positioning itself as "non Cola", so as to establish a distinction between Coca-Cola and Pepsi Cola, and achieved unexpected success, becoming the third largest brand in the carbonated beverage market.

The phrase "give me a fulcrum, I will pry the whole earth" is also applicable to marketing.

The "male soldier" is only the concept of "special purpose vehicle, no shear line", but it is a kind of subversion to the more than 20 years of universal vehicle anti-theft device.

From the marketing theory analysis, the "soldier" automobile anti-theft device has opened up a "blue sea" in the car anti-theft market, thus forming a market segment for competitors.

This not only opens up a new territory that is separated from traditional anti-theft devices, but also makes the "male soldiers" a logical leader in the special vehicle security.

Let's look back at other examples.

The champion of all kinds of competitions is the most easily known, because he has created the "first", but there is only one champion. In order to make more people famous, people have created many categories and subjects in various competitions. For example, table tennis is divided into men's singles, women's singles, men's doubles, women's doubles, and so on, so that more championships can be produced in every competition, and the audience will also enjoy watching them.

This is the same as marketing principles, that is, more innovative product categories and market segmentation, so that customers have more choices.

In the United States, IBM is the oldest in the IT industry, and even becomes synonymous with such products.

Microsoft is also an enterprise in the IT industry, but they have not followed the footsteps of IBM. Bill, who is interested in computers, has not done computer production. Instead, he has created a new category, computer operating system software, which has become the boss of the software industry and has become the richest man in the world.

Ding Lei and Zhang Zhaoyang of China started their business in IT, but they did not do computer manufacture or software. Instead, they worked hard on computer networks and became the richest person in China.

The car is a large category. If there is only one boss from the perspective of production scale, we can see that almost all famous brands of cars have a "big boss" status in the minds of consumers.

Volvo is famous for its safety.

TOYOTA is famous for its oil saving.

Mercedes Benz - distinguished and distinguished

These are the ways to create new product categories. Once this method is imprinted on people's minds, it becomes the "first".

So when we introduce a new product, the first thing you should consider is not how strong is this new product than its competitors.

It's about asking yourself first.

"Is this the first in a class of new products?"

In other words, does this product create a new product or a market segment?

This concept of emphasizing market rather than product quality is the embodiment of market oriented concept in modern market economy.

The core concept of modern market economy is to put customers and consumers in the first place, production should be market-oriented, and can not turn off the door to produce, closed doors, two ears do not smell out the window, let the outside world change, regardless of consumer demand dynamics.

The marketing strategy of "market first" is different from traditional marketing strategy.

The traditional marketing thinking focuses on quality and brand. The problem it considers is: how can we make our products better than our competitors?

How to make people like their brands better?

In fact, the old customers tend to buy their favorite brands and products they know, while new customers are more willing to accept new products.

Because everyone is interested in something new, and few people are interested in something better.

So, when you launch new products, please forget the brand name first, and think about how to create a new market.

There is also a very important point. When you become the "first" of a new type of product, you should step up efforts to publicize and promote this new product.

Because "first" has news value, the public is interested in it, the media is willing to pay attention to it, and it is easy to implant in the hearts of consumers.

At this time, the market in this field is basically no one to compete with you. In the field of uncompetitive competition, it will quickly occupy the hearts of the people and will occupy the leading position of the industry.

The publicity and promotion of "first" can achieve the effect of 42 kilograms. It is easier to take the lead in the brain of consumers, but only the first to seize the brain of consumers is the real creation of the "first".

Otherwise, if you just made the first or created the first, but did not have the first to win the hearts of the people, the people who walked behind you took the lead in getting into the hearts of the people, so this is the first thing that you do.

Once again, if you do not become the "first" in the existing market, the best strategy is to create a new market segment, or create a new product that will enable you to be the first.

It's not difficult to become "first". In other words, you are the first.