How to impress high-end people

Started business in 2008. In the past year or so, we have tried various marketing methods to open up new customers, but all of them have achieved great results. My biggest question now is: how can I find these low-key high-end customers? What is the most effective way to provide services to these high-end customers? Weibo is interacting with Lao Jia's private house: by integrating the top medical resources in China ... how to integrate the top medical resources in China, mainly the army and the Ministry of Health? Will high-end customers believe such propaganda? Jin Yang, president of Dongyi Risheng Home Decoration Group, has the most important reputation. The more refined, the deeper and the more effective. For high-end customers, I suggest using word of mouth+advertising for detailed marketing. First of all, word of mouth is very important. I have used medical services similar to yours myself, which were made by a British doctor of medicine, and my way of obtaining information was recommended by my friends. She told me with her own practical experience that this thing was very useful, and then I tried it, so I don't have to ask anything else. I believe that many people who are as busy as I am have similar ideas, so word of mouth should be the most acceptable way for high-end people. Especially in your industry, you are not one of those famous hospitals. People know you are awesome when you listen. As a third-party organization, people will not trust you easily at first, so your brand promotion depends on word of mouth and on slow accumulation and precipitation. There is no shortcut. Secondly, advertising should be done in place and publicity should be done to establish a brand. As for how much advertising is appropriate, it depends on the type of industry, future planning of enterprises and market maturity. Let's talk about industry types first. Your industry is very different from ours. We belong to the hard needs of food, clothing, housing and transportation. We buy a house to decorate, and your sub-health field is closer to soft demand, because people don't think that chronic diseases are not enough, especially the high-end users you are looking for are usually busy and rarely realize that they have this demand. Therefore, our advertisement may be effective soon, and the characteristics of your industry determine that it takes a relatively long time for the advertisement to play its role. Of course, advertising investment is also closely related to the future planning of enterprises. Are you going to put up this sign in three to five years? Playing for three years is different from playing for five years. Whether the advertising cost is worth it depends on the publicity effect, but it needs to be explored slowly. After a period of monitoring, you can find the law: how many customers can increase the advertising fee by investing more 1% can be calculated. For example, Dongyi, at the beginning of our business, the advertising volume generally only accounted for 2% ~ 3% of the sales in that year, and then it continued to increase, and now it is basically fixed at 5% ~ 10%. If the advertisement doesn't achieve our expected effect, we should carefully analyze which link went wrong afterwards. Jin Yang: First of all, you should know your products and services. Diseases are private things, especially high-end people. They don't want many people to know about their illness, so sometimes even if they feel good after using your service, they can only spread it in a smaller and more intimate circle and won't widely announce it. Of course, you can try to choose some customers and talk to him in advance, for example, ask him to be a spokesperson after the service is satisfactory. We have also encountered this problem. We have done a lot of business for celebrities such as stars, but home decoration and decoration also have some privacy. Most celebrities don't want to expose their homes to others. They don't want publicity, so we won't do it. But if you can master this scale and find a good partner, the celebrity effect will definitely be icing on the cake for you. Jin Yang: Network marketing is now more and more accepted by people. In the past, people thought that high-end users were less affected by the network, but in fact, the situation is slowly changing and the network has become an increasingly important channel. In addition, for high-end customers, you can do some activities, and high-end customers often participate in some small activities. For example, exhibitions of cars and luxury goods. This is an important breakthrough for you. In this case, your target customer base is very concentrated, and the publicity effect will be more obvious. Or you can use some existing channels. For example, some other organizations and institutions are looking for high-end users, and some have even focused on a group of high-end customers. You can talk about cooperation with them directly. If it is beneficial to both parties, the other party will definitely be willing to cooperate with you. Jin Yang: There are two things to note. First, you should pay attention to the details. You should make full and thoughtful preparations for all activities. From the time a guest arrives at the meeting to the time he leaves, every detail of you will affect his evaluation of you. The other is to highlight the key points and show the audience the value you can bring to him. This value must be eye-catching and attractive. If you can really provide a good solution, you can always impress some people. At the same time, we can also discuss with existing doctors, invite experts to discuss, summarize the most common diseases of high-end customers, make a main product catalogue, and then focus on promotion and precise marketing in the form of fist products. In short, no matter what industry you are engaged in, you can't cover everything. The deeper you go, the better the effect, thus attracting more customers. Weibo is interacting with smart women and stupid women: first, become a member of a private club, and slowly make high-end people feel that it is fashionable and a symbol of quality to ask for your service. How long can the name of the scarf be? Private clubs are more reliable, but they are actually stepping on the communication platform of high-end customers in daily life, and the mass marketing method is not reliable.