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Community Marketing: Brand is an Jinshan

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We must recognize that online communities for brands Xianpinaifu’s. Numerous community marketing, practice showed that only products with the brand awareness to get attention, rapid turnover and low transaction costs; rather than the well-known brand of high transaction costs and low transaction price.

To sum up, the brand Xianpinaifu community is reflected in the following areas:

* Impact of focus. Brand information, brand information release agents, opinion leaders concerned about the higher degree of information released.

* Impact of transaction rate. Promotional activities, the turnover ratio of the number and registration number and product brand awareness in direct proportion to it that this is a sense of trust.

* Impact of sale prices. Rapid turnover of non-brand approach is often lower prices, but the brand can sell a good product prices.

* Affect the flow rate. The length of time goods sold and the brand awareness is inversely proportional to the vitality of a larger brand.

Therefore, we can get a conclusion: the community of goods marketing, sales costs and product brand awareness, said the inverse. Based on this conclusion, we can get this business logic: business development training is the only way for the brand.

However, we see the reality:

Many brands have not yet excavated brand Jinshan; small businesses do not want to cultivate brand.

Brand enterprises are often overlooked the value of online communities, to give up the cheap and efficient channels. Mainly due to the concept of network marketing community lacks the necessary understanding. Many companies have to realize this: If DELL, Starbucks twitter sales, Vanke LOGO Jokes incident, Lenovo’s Red Bear of the women and the cool library events. Brand value of large enterprises mining community is simple: find the right people, starting from today, into the online community!

Look, brand-building results for SMEs is ignored constant sales and struggling on the edge of starvation, can not be developed. SMEs overlook branding many reasons, mainly the following three aspects:

* As a sales agent companies, enterprises do not have ownership of brands, not willing to do for others are awake, just want fast access to practical interests. Business is a cruel, brand abandon common examples of agents. In practice, we often make such agency business: Apart from the product, you are your core value? We see many companies to gradually play this brand: professional channels, professional service providers, solution providers, system integrators, and so on.

* Lack of brand building business capacity, inability to pay a high price for brand building. Internet access for SMEs to provide a cheap, fast cultivate brand channel is the community marketing. I witnessed a number of companies from the rapid rise of Huaqiao Lu tea house, with is Blue Ocean Strategy: Marketing through the community quickly develop low-cost brand.

* Company has no strategic vision, ignoring the role of the brand. Common example is the list of companies not only know that face. If Hefei home market, many businesses rely on several seasons of the year Group buy site activities survive. In addition, without effective marketing activities, without any sense of the brand. This result can be imagined: a single enterprise sales channels, dependence is too strong, not the brand driver, can not grow.

So, companies need to pay attention to the process of brand development for what? Recommendations are:

1, cultivate brand takes time and patience. Network marketing not 1,2-day community issues, requires persistence. In general, as little as 1,2 months to more than 1 year, the brand development can be fully localized. As Ma said: “Today was brutal, more brutal tomorrow, the day after tomorrow is good, but most died in tomorrow night, can not see the sun the day after tomorrow.” Many businesses brand development is stalled in the dark will soon see the dawn in.

2, cultivate brand needs energy, it needs careful. Many companies will do list and make the brand separated. In fact, “Fudge” and to do list is a complementary service process, every smile, every detail is the process of brand development for businesses. Do not advertise as the only means of brand development, online community for word of mouth service-based object recognition and dissemination.

3, cultivate brand is intellectual, it is wisdom. Clever planning needs intelligence, business intelligence crisis need. Marketing plan for each and every time a crisis are opportunities for brand development.

Brand is a virtual wealth of enterprise wealth Jinshan, Jinshan is to be created. (Text / dream Qinhuai)


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