Marketing simply can be decomposed into 'camp' + 'pin'.
The camp is 'word of mouth', and the sales are 'products'.
There is an intermediary between the enterprise and the consumer in marketing activities, such as sales managers, teams, distributors, and distributors.
Companies must achieve their marketing goals from two aspects. First, the company directly to their own intermediary force, direct incentives to their dealers, sales team, to promote their products, services delivered to customers where, this is called 'push' Strategy. This is also commonly referred to as 'pin'.
Some companies are trying hard to cultivate the final consumers, through the impact on the final consumers, to cultivate their consumers' specific products and brand-name purchases. When the customer's preference for designated purchases is reflected, it gradually takes The sales market opens, we call it the 'pull-test' strategy, which is also called 'camp'.
Marketing should focus on 'push-pull' integration
The three meanings of 'camp' + 'pin':
First, the interaction between 'push-test' strategy and 'pull-down' strategy.
Second, the activities of the 'camps' + 'sales' cooperate with each other. 'Sell' main job sales management and channel management and 'camp' business customers, brands, markets interact with each other.
Third, the sales department and the market cooperate with each other. How the sales department forms the sales team, how to sell products and services. The marketing department mainly includes market analysis, product development, brand strategy, and marketing promotion.
A company can achieve good performance and push and pull. A simple push or pull is difficult to achieve. If the market is used as a target, the ground forces are like sales, and only the ground forces can move forward. Attacks, and the support of non-airpower artillery often reached the frontier of the position and it was difficult to take the position to the ground. However, only the air force attacked, the ground forces could not keep up with it, even if the position was bombarded into scorched earth, it was difficult. If you take the position, this position is still in the hands of others. Therefore, in order to win the position, it must be followed by air artillery support and ground forces. This will push and pull the combined attacks to achieve the final success.
Cannot just pay attention to channels but neglect market capacity
Some companies have well-trained sales teams, work due diligence, and channel management. But they don't have very good marketing performance, not sales management problems. In this case, sales potential is often used Ultimately, it's hard to increase the strength. At this time, the company must consider whether it is possible to push and pull without cooperation, and it is often related to push-pull cooperation. It is often the pull-type that does not cooperate well with the market. The capacity is only so great, the market potential is not enlarged.
A company wants to sell like a channel, sell more, sell faster, not only the channel's breadth, depth is very important, but also depends on the pull of the channel drop. This drop is the benefit distribution mechanism, incentive mechanism, this mechanism setting Whether it is appropriate or not, this drop has not formed.
If there are not many people in the market who know you, not many people recognize your product, it will lead to intrusion. So if the capacity is very small, even if the channel is digging, there is no use. Therefore, channel expansion and market development are two aspects. Indispensable. If it is necessary to create a star product.
The core of marketing is 'through the celebrity sharp knife products, get market value premium reputation'.
This star value product is not what you want to drink, but what you want is the customer's approval. Gold Cup, Silver Cup, is not as good as the customer's word of mouth! Without the word of mouth, you won't get the best results of marketing!
Therefore, the star products that the company builds must be products that customers cannot resist, must consume, have high cost performance, and must get the industry's first premium reputation!