Enterprises attract investment and go astray.
As a means of establishing competitive advantage, investment promotion could have enabled enterprises to occupy the market quickly, but at present, investment promotion has actually entered a dilemma, and many investment promotion enterprises are in a maze.
On the one hand, there are overwhelming investment advertisements, regardless of size and focus, with beards and eyebrows caught together. For example, in 2002, a product was invited by cable TV stations in more than 20 provincial cities across the country through TV feature films, and the investment promotion fee before the product went on the market had already spent 35 million.
On the one hand, the same advertising words, familiar advertising words always reverberate in our ears: "create a new generation of super-rich", "realize1000000 multi-millionaire" and "create ×× industry miracle". Some people will believe these words for the first time. If you say them several times, everyone will doubt them.
How to jump out of these advertisements and let dealers and industry partners see them is a very important problem in the situation that many enterprises are scrambling to pay attention to them. However, the misleading investment behavior of many enterprises, the single and similar investment forms and methods, and the lack and dislocation of the dialogue platform between the supply and demand sides make the road of attracting investment narrower and narrower: investment enterprises think this way is unreasonable, the cost is too high and the effect is very poor; Dealers no longer believe in the information of investment promotion, and think that investment promotion is to circle money.
What's wrong with attracting investment, which leads to a serious imbalance between supply and demand, and the communication mechanism between manufacturers is not equal?
Summary of investment promotion methods
Auction-type A good product can quickly complete channel construction and fund withdrawal through auction.
At present, under the condition of homogeneous products, it is difficult to find such products or concepts, and the possibility of "auction" is getting smaller and smaller.
No matter how good the experience is, the product rhetoric is not as good as your own personal experience.
For a product, it will be a very effective measure for dealers and people around them to complete this experience, so as to strengthen their confidence in this product.
The new product relies on the cumulative effect of the original product.
With the support of some superior resources, it is a good idea to integrate the original advantages and focus on new product investment. The investment promotion of Neptune colostrum should be said to be very successful.
Create a vehicle market based on vehicle models and provide dealers with operating models.
The power of example is infinite. If you have a few down-to-earth successful samples in your hand, the achievements and operating experience in the vehicle market will dispel the doubts of dealers and give them firm confidence in the market.
Sweeping large capital investment and large-scale publicity have set off a big climax in a certain range.
The premise is that the enterprise must have strength, and if it can set off a climax, it can also succeed under the background of good funds.
But in this way, don't ignore the key points and grab the beard and eyebrows together.
Public relations type integrates various social resources for its own use.
For example, Jiangsu Phoenix Group held the Symposium on Healthy Drinking Water for Urban Residents in China in August 2002. During the conference, there were both seminars and business investment conferences. Caused a huge response.
Make a quick decision and complete investment promotion in all markets in a short time.
For example, the investment of Mann-DeObert insoles was completed in one month.
Advertising types often publish investment advertisements in the mass media.
According to different styles of media, we can organically combine various versions of investment advertisements for its readers.
Event-based products are associated with hot events.
Use everyone's attention to hot events to attract attention subtly.
Participants attract investment through exhibitions and trade fairs.
If an enterprise can complete its own campaign in this way, it will have a better impact than the investment promotion meeting at the venue.
Integrated investment promotion is regarded as a systematic engineering and strategic issue, and various marketing methods are used in the whole investment promotion process.
Including the integration of enterprises' own resources and the help of social forces. , can be the methods and means of attracting investment. If an enterprise's investment behavior is handled properly, its effect will be multiplied.
The reason is that enterprises do not understand and pay enough attention to investment promotion, which leads to the misunderstanding of investment promotion:
Myth 1: Lack of overall planning.
A good product should be able to attract investment in a relatively short time. If the investment time is long, it is not the product itself, or the investment promotion work of the enterprise is not well planned.
Myth 2: Advertising is too dependent.
I think advertising is the only means. Only through advertising can I complete my expansion. I can't find a better way.
Myth 3: Unwilling to advertise.
Contrary to the previous point, many enterprises have sent a large number of marketers to check back and forth to determine their distributors and never advertise.
Myth 4: Advertising is the same.
Myth 5: Short-sighted investment promotion.
Taking investment promotion as speculation, I think that as long as the goods are transferred to the dealer's warehouse, everything will be fine if I complete the withdrawal of funds myself. The consequences of this kind of investment promotion are great, and the goods of dealers cannot be completely sold in the market. The impact on investment enterprises is fatal.
Myth 6: Lack of communication platform.
Many times, dealers can only learn about the enterprise through investment advertisements and investment information, and the two sides can't sit together and talk, and there is no chance to go deep into an enterprise to understand each other's background, efficacy and strength. Without the support of in-depth communication between the two parties, it is very risky to blindly decide to choose products or distributors.
Myth 7: The investment model is single.
Many enterprises only see one or two ways to attract investment, but can't operate systematically, and complete investment through cooperation in all aspects. Some companies' investment promotion editions have not changed their selling points and appeal points for a year, and the whole marketing plan has not changed. In this way, the image and strength of the enterprise can not be fully displayed to the dealers.
Myth 8: Eat all over the sky in one stroke.
Sticking to the past experience is not good for subsequent investment promotion. After the launch of new product series, enterprises should boldly innovate and try new things on the basis of past experiences and lessons.
Myth 9: Lack of unified layout.
The consumption power of each city is different. If we attach equal importance to beards and eyebrows, then provincial-level cities, prefecture-level cities and small counties are all treated equally. If we want to solve the problem at the same time, we can't catch the dealers we want. A county-level market and a provincial market, and the influence of central cities and non-central cities are completely different.
Myth 10: lack of continuity effect.
In a limited time, enterprises can only complete the first stage of investment promotion, and then continue to deepen and refine the marketing market and other subsequent investment promotion work, such as building the marketing network to every prefecture-level city or even every region. Then, after the completion of the first and second investment promotion, can you seize all subsequent market segments? This problem should also be solved.
External brain, the decisive way for enterprises to attract investment
How to integrate innovation?
How to plan and organize activities?
How to determine the dealer policy?
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When enterprises are faced with so many difficulties in attracting investment, due to the use of various professional means and tools, attracting investment can not be completed only by internal strength of enterprises, and external brain cooperation needs to be introduced. For example, the two important elements of investment promotion-effective, operable and integrated marketing strategy and professional and well-planned investment promotion team, are difficult to support the internal resources of many enterprises.
As a systematic marketing project, investment promotion needs to find the means and support points of investment promotion from all aspects, and needs the cooperation of the whole investment promotion industry chain. In this industrial chain, the front end is the enterprises to attract investment, the second link is the professional service institutions to attract investment, the third link is the media, and the fourth link is the dealers.
If each link can not complete the value-added, the information transmitted by the enterprise will decay or even disappear.
Two very important links in this chain are investment service institutions and investment media. Professional investment promotion service agencies can rely on their own professional ability and core resource advantages to help enterprises analyze the market more clearly, make a better investment promotion layout, and solve the confidence problem of dealers more pertinently; The mainstream investment media has gathered a large number of professional reader resources, which itself is the focus of the industry.
What is the way to attract investment? There are three points worth noting: first, mentality determines success or failure. The era of profiteering has passed, and it is definitely unsuccessful to operate with a profiteering mentality. We should consider the average profit of the industry; Second, what is suitable is the best. The best dealer in the industry, the dealer who helps the enterprise the most, is often not the largest in the local area, but the most suitable for the enterprise, because it is not big enough to be sincere to the enterprise. Third, honesty lays a win-win situation. Since you plan to "get married" with the dealer, you should show your family background. After all, the way to attract investment is the way to be a man. Only when the two sides put their positions right can cooperation win-win.
In terms of methods, under the specific national conditions of China, how can enterprises operate to enhance the effect of attracting investment? Based on 8 years of market service experience, we have summed up a set of investment promotion mode, namely "5+ 1 effective investment promotion mode". "5+ 1" mode is a systematic integrated marketing, which can help enterprises to better convey their own voices and help dealers to understand the enterprise better.
The previous "5" refers to a replicable model market, a successful news dissemination, a large-scale public relations activity, a lethal investment promotion manual and a powerful TV feature film. The five elements basically cover all aspects of attracting investment. These five elements are not new, but it is important that the integration advantage is the key, and it should be tailored to specific products and environments, that is, the key lies in the application and actual combat effect.
"1" in the "5+ 1" model emphasizes that "investment promotion is the first marketing of enterprises" from a macro perspective, and requires enterprises to attach great importance to the systematic operation of investment promotion from a strategic perspective and equip them with corresponding personnel, finances and materials; Microscopically, this "1" is the correct positioning. In any marketing practice, positioning is a strategic issue and the first thing to do. Whether a product can tempt dealers and make consumers fall in love at first sight depends largely on the right positioning, the attraction of the concept, the advantages of subdividing the consumer market and emphasizing product differences. This is crucial, that is, to solve the problem of "one step in place".
5+ 1 Effective investment model
Element 1: A replicable model market.
Seeing is believing, there is no doubt that the model market is very important to attract investment. The successful operation of well-known model market can inspire the confidence of dealers, and enterprises often sum up their gains and losses by operating the model market, saving a lot of costs for operating the national market in the future.
Element 2: Successful news marketing.
The first thing to be solved in the investment promotion stage is the problem of attention. To attract the attention of dealers, it is necessary to create a good public opinion environment; If you want to jump out of numerous investment products and advertisements, you must have an effective way of communication. Only when communication is in place and effective can dealers build trust. In the current market environment of single investment mode and strong advertising similarity, communication must be innovative.
In practice, we find that if enterprises can comprehensively use news reports and commercial advertisements and work together, they can create the best communication efficiency.
Element 3: Large-scale public relations activities.
Enterprises must learn to follow the trend, integrate various social resources for our use, and make extensive use of the words and deeds of the government, associations, news media, successful dealers and beneficial consumers to influence the dealers who are about to sign contracts, so that the effect will be much better. A good investment promotion service organization should be able to help enterprises build their own communication platform, establish a smooth communication mechanism, deepen mutual understanding, and finally attract dealers and urge them to make up their minds to sign contracts by planning an influential public relations activity.
Element 4: A deadly investment promotion manual.
Many good products and projects, sometimes because of the rough publicity materials, or because of the lack of investment documents, make dealers lose confidence, make dealers confused and waste good business opportunities. A good investment manual should not only be an essential tool for enterprise investment personnel, but also an important channel for dealers to judge the strength of enterprises, the scientific and technological content of products, market prospects, profit returns and other issues. Whether it is design or content, the investment promotion manual needs professional packaging, so as to really play the role of "nuclear bomb".
Element 5: A powerful TV promo.
No amount of words and advertisements can compare with a powerful TV promo without the dealer knowing the strength, background, products and person in charge of the enterprise. Whether in the dealer's intuitive and comprehensive understanding of the enterprise, or in the dealer's mind to establish a corporate image, the use of TV promotional films can often receive miraculous effects.