1. All the knowledge imparted in the class, even if I've written an article, is still not mine, because I haven't used what I've learned in practice, or talked to people in full once.
2. The market is changing rapidly, all the examples used in the process of learning the theory, even if it is like, can not be copied without thinking about other people's strategies and tactics, only suitable for their own is the best.
3. Never ignore the importance of the classics, the classic textbooks in each field are suitable for repeated study
4. Regularly empty yourself, keep an empty cup mentality, in order to put more new ideas into the brain
In addition to a more thorough understanding of the basic theories, the marketing course also corrected my mentality, so that I can be more objective and rational view of marketing, and stand on the consumer's point of view. I can see marketing more objectively and rationally, as well as look at things from the consumer's point of view. There are experts in every industry, but experts are not omnipotent. Do not be superstitious about experts and mentors, remain critical of what everyone says and verify it yourself, and use common sense and logic to determine whether they are true or false. Whether you're studying marketing or any other field of knowledge, I tell myself to look at the most essential and original things.
In the past, I always wanted to take shortcuts, thinking that I could comprehend a field of knowledge through public reading or reading a few books. But when I started to try to export myself, I realized that the content I had read was like running water, passing through my mind without leaving any traces, and I couldn't build a knowledge framework. It was a painful realization that I couldn't go on reading like this.
So, I started to try to change, after every bit of input try to use the article or practice output. The greatest weapon a person can have is their brain, and we should be productive and creative with it every day.
With partners **** encouragement!
1.1 Marketing is advertising and communication
1.2 Marketing can sell crappy stuff for a good price
1.3 Marketing is just a department
2.1 Product - A product is the fulfillment of a consumer need.
2.2 Pricing (Price) - Pricing determines life and death
2.3 Channels (Place) - Channels are the display, transaction and payment system for customer value
2.4 Promotion ( Promotion) - getting the right information to the people who need it
3.1 Before purchase, the consumer is an information audience
3.2 During purchase, the shopper, the information searcher
3.3 During use, the experiencer
3.4 After use, the evangelist< /p>
Many people understand marketing is actually sales, how to sell a product, and then think of advertising and communication. In fact, not so.
A: the hotel industry does not need, because -
1) geographic location (as long as the door is open, there will be customer traffic. Location determines the flow of customers to a certain extent, we will stay in the hotel close to the place of work and play, will not run all the way to live for a hotel brand)
2) the basic dependence on word of mouth (a friend on a business trip to ask a question to go to a certain place there is no hotel recommendations? What you recommend is basically your friend's choice. Especially after the network, we booked the hotel instead of looking at the hotel introduction, will go to see the user reviews)
3) experience first (the customer's subjective feelings are particularly strong, from the moment you enter the hotel, all the details are affecting your feelings. Once a hotel exceeds your expectations, customers will not only repurchase in the future, but also recommended)
4) the channel is king (the hotel industry relies heavily on the channel, which is why Ctrip can be done. Smaller hotels face the problem of being kidnapped by the channel, such as whether there is on-line Ctrip or whether there is a travel agency recommended to determine whether it can bring more traffic. (Here the teacher suggests studying the way All Seasons Hotel itself sells its operational channels through its website and public number, but I think not only All Seasons, but also hotel chains are capable enough to build their own channels.)
5) extremely difficult to homogeneous (geographic location is extremely difficult to replicate, even Marriott, Marriott in Beijing Xizhimen and Marriott in the China World Trade Center is not the same)
**Reflection: what other industries also do not need to rely on advertising to sell? (Speculation: the healthcare industry doesn't need it, and none of the ToB industries that primarily serve large corporate users really need it, because they're not consumer-facing, they're businesses. Many of the current companies that deal with micro and small businesses still advertise, because there are so many micro and small businesses that they still need to rely on throwing ads to fish in the community.)
Q: the same number of students, the renewal rate is different, one 80%, one 88%, the two enrollment difficulty will be how much difference?
A: 4000 times (this is actually an order of magnitude comparison). When the renewal rate exceeds 85%, word of mouth can basically take care of the rest of the enrollment.
Summary: 85% threshold effect if the training still need to rely on advertising to enrollment, it shows that the product is not good enough.
**Reflection: that for small brand training institutions, the first step to advertising? (Speculation: first polish the product, find a group of seed users on the first class, and then start promoting from word of mouth and individual channels)
Basically no advertising, all rely on customer loyalty. Since its inception, the company has been committed to providing members with high-quality branded products at the lowest possible price, and earns most of its gross profit from annual membership fees.
Summary: If you think that marketing is all about advertising and communication, you're probably going to run out of things to do in a lot of companies.
The classic example: selling combs to monks
The typical idea of having a product and then selling it doesn't work, and buying and selling by force is the worst way to gain user loyalty.
Marketing is really about finding a need, and then making a product to sell based on that need - making a good product to satisfy the consumer.
Marketing is not about challenging difficult sales techniques, it's about doing what's easiest.
Small story to share: Mr. Pony Song is the marketing consultant of Luo Lisi, so he often has a lot of contact and insights from internal people. For example, get off the flower in the regular meeting had said "work do not fly off the handle, to all teachers and party B to be good." She also said, "I'm more concerned about our reputation with Party B than I am about those savings from Party B."
When it comes to LAW, one of the nation's "most marketable" companies, there was no marketing department for a long time. Their founders were concerned about how well the content products were doing and whether they were creating value for the readers. They took the bad reviews from the app market and printed them on the door of the company to remind themselves to improve.
**Reflection: whether the product has provided value for the customer, it is the customer who has the final say, don't be moved by yourself to think that your product is good, and always keep the mentality of asking for advice and an empty cup.
Marketing methods may not be applied to all companies, but the underlying theory is able to explain everything.
Q: Why doesn't anyone use classical theory to guide marketing?
A: Because it feels too simple and doesn't look high enough. Also, is not eat through this simple 4P behind how to do marketing, did not understand!
Sales problems, do not want to improve the product to win customers, but instead urge the marketing department to increase advertising and promotion - is not desirable.
Many people feel good about themselves, thinking that the product is good, in fact, the self perspective! (Reflection: we need to realize that we are ordinary people who will not be different from others, and that the products we design really aren't that special, unless they are geniuses like Musk.)
The upside, of course, is to see the opportunity - the fact that the competition is so fierce means there's room for improvement in the product.
There is a slight reference to the concept of group decision-making here. Group decision-making is democratic, but it has a lot of drawbacks, and often the result of the discussion is not the best solution, but the most mediocre.
When developing a product, give yourself some soul searching:
- Are you happy with your product?
- Do you think it's still a bit dumb?
- Do you think there is room for improvement?
- Could the customer experience be better?
Even in the traditional industry, think the product change to can not be changed, there is room for improvement, for example:
1) carton industry
A tear of the carton (you can point to open the official website to see the next video, seconds to understand the carton is why the special), the second to load the second to open the hand does not hurt, the cost is just a few minutes more than the ordinary carton expensive.
2) toothbrush
Dr. Bay toothbrush. Brushing is not cleaning the surface of the teeth, but the gum sulcus, cleaning is plaque, most of them can not brush, so Dr. Bei made a lot of articles on the bristles, there are three kinds of unidentified imported bristles, which are patented in Germany and Japan. (Hui-Huan review: However, I use an electric toothbrush because I bought into Philips' rhetoric about electric toothbrushes brushing more cleanly at a higher frequency. For the elderly in the family, I think it would be kind of sweet to give a Dr. Bey a gift if they can't get used to an electric toothbrush.
**Reflection: How do you make consumers feel that the features of your product are important to them? (Features must poke the user pain points, then, it is necessary to have a precise grasp of the user pain points, this grasp comes from the life and the user's insights and details of the acuity)
3) Plug Board:Xiaomi Plug Board (sold 5 million in 2016)
Feature 1: the same spacing of the USB jack, pioneering (the previous supplier can not do the same spacing of the USB jack) , because there is no such mold, but Xiaomi insisted on doing it, out of production, other manufacturers have followed)
Feature 2: USB charging fast charging, can identify the current, and get the same charging power as the original charging
What product is the absolute first in its industry?
What product is worth more the more you buy it and put it away?
What is the one product that no one can copy exactly?
What product sells almost 100 billion dollars a year, but the equipment is only 20-30 million?
What product can keep on growing as long as it stays the same?
Maotai!
Try to ask, Maotai sold 100 years is still such Maotai, do not have to change, why?
Because Maotai annual production is limited (Maotai because of the complexity of the production process, long time, the annual production compared to other wines is too small), and its own price is limited, so Maotai in a serious oversupply situation, do not need to market to sell out. Maotai has been equivalent to a kind of wine industry luxury goods, not often be consumed, upscale, so much so that there are a lot of fake wine on the market (just like luxury bags high imitation is also particularly large).
Note: the topic of Maotai is too big, I myself also a little did not understand, plus Maotai now laid the position of a part of the history of the reasons, not to chat down, here to put a snowball network to speak Maotai link, you can look at the analysis.
Don't complain about your market, review your product first.
A company that doesn't do a good job with its products doesn't deserve to do any marketing.
The product is not good, then do a good job first, and then do the promotion.
There's always room for product improvement, if you want it, no matter what industry you're in.
Reflection: is there a problem with the pricing of my company's Size Planet products?
Reflection: set at $ 248 I think it is a good strategy, and then in the channel and then drop the price to $ 198, did not reach $ 200, just right.
Le Caesar's Pizza , originally sold 99 yuan for two, sales are quite good. Later, the new boss took office, canceled the once 99 yuan for two people package, hoping to promote the unit price, the results of the decline in passenger flow serious. Then hurry to use the fifth anniversary in the name of revisiting the classic, re-launch of 99 yuan double package, doubling the passenger flow.
Reason: the previous unit price of 50 yuan or less, belonging to the low-end catering, in line with the daily needs of office workers. After canceling the package, the basic unit price is 80 yuan, which has exceeded the user's ordinary dining needs. There are too many alternatives in the neighborhood, and the users are lost to other stores.
Honey , there are three: 98.9 yuan, 99.9 yuan, 101.9 yuan, three prices how to set?
A: gift boxed (the honey re-packaged carefully) the price to be a little higher, because it is a gift, so that others feel that the gift is expensive, three-digit is better than two-digit look, so set 101.9 yuan; and consumer self-purchase on the set of 99.9 yuan (large supermarkets basically pricing is this way). The reason for not 98.9 yuan, because consumers do not have much psychological expectation of these two prices, pricing 98.9 yuan lost part of the profit.
1. Positioning of the brand (Brain Platinum pricing 168, very pleasing in the Chinese figures, and was the higher end of the health care pricing, to give face, small cans of tea to break the high-end tea tens of thousands of prices to small metal cans to reduce the price per unit, positioned in the light luxury)
2. Entry into the market (360 to the strategy of free of charge, Kingsoft Viburnum to death; Alibaba ebay to death)
3. higher profits (Maotai in the case of supply shortages, you can slowly increase the price to get higher profits)
4. expanding the market (McDonald's pricing to the market demand-oriented, to the mass of the price of the rapid roll-out of stores to capture the market)
5. dealing with inventory (M2 Phantom's example is a bit interesting. Originally this product has been reduced to a very low price in anticipation of being able to sell more products, but did not. Later, we learned that this product was used as a diversionary product by the shopkeepers, who attracted customers with huge price reduction posters at the door, but when the real customers wanted to buy it, they said no, and turned to recommend other products with high unit prices. Later, M2 Phantom instead increased prices to break the spell of diversion products.)
Sometimes the value determines the price (Note: consumers are willing to pay a high price for high-value goods and services)
Sometimes the price determines the value (Note: you mark up the price when you mark up the price, go to the high end, and naturally increase the value. Diamonds have value? Not really.)
**Recommended book here "The Price Game"
1. Price discrimination : different prices for the same product, such as airfare, early bird tickets.
For example, why does McDonald's give out coupons all the time, but never lower the price?
This is actually a question of economics. Price discrimination in economics means charging people with different willingness to pay the highest price they are willing to pay in order to maximize profits. From McDonald's point of view, 1. random price cuts can easily lead to vicious competition in the same industry, and if they go back to the original price at a later stage, it will cause customer resentment. 2. using coupons can differentiate between people with different willingness to pay, and maximize the profit. 3. the existence of coupons has a stimulating effect on the consumption, and it is to make use of the part of the population's mentality of picking up the cheapest. 4. the price discrimination is not just a matter of price, but also a way to maximize the profit.
The person who uses coupons faces the problem of time cost and choice limitation. He has to spend time to obtain coupons, as well as some coupons can only be used for certain products.
(The takeaway here for me is not to feel like you're losing out just because the merchant gave you a coupon and didn't use it. The opportunity cost of using the coupon yourself - the lost time and money - is much greater than the amount of the coupon.)
2. Differential pricing: Adjust the product to make it different, give different pricing, serve different people. For example, the Apple 7 comes in different memory models with different prices.
3. Price reconfiguration: think - suddenly found that the product is particularly hot, can we adjust the price to make more money?
Consumers really don't like price increases, but what if they have to?
1) new product price increase method: the new cost is lower, the price is higher
2) reduce the portion, the price is the same (change packaging, reduce services)
3) frequent price adjustment method (e-commerce platform often do this, anyway, the consumer can not see)
4. Anchor price: the first price that the consumer sees, he will be based on the level of the price of the commodity Valuation (including when talking about salary, said the first price determines the height of the negotiation salary after)
Example: Pony Song teacher in the line of 1 ? hours 3,000 yuan, the evening can be a meal with classmates, the opening price of 900 yuan, only dinner does not speak 150 yuan, we choose which one?
Analysis: in the line of the price is the anchor price, so the second open price seems to be very acceptable.
The e-commerce anchor price can be referred to as follows: $10 vs $30 vs $60. The same category, set three prices three qualities, 60 yuan is basically the anchor price, so that 30 yuan and 10 yuan of goods appear to be more favorable.
Example: Walmart only spent 40% of the marketing costs in marketing, the rest of the marketing costs spent on price reductions, its marketing strategy is the pricing strategy, low prices to hit the brand.
A channel is a system of displaying, trading and paying for customer value.
Channels provide customers with the convenience of accessing value (through wherever goods are displayed and transactions take place, that's where the channel is). The product provides value to the customer, and the channel provides ease of access to that value.
2001: big restaurant, on the roadside (Quanjude, South Beauty)
2008: after shopping, have a meal (Xibei, Le Caesar) (*Note: Xibei has more than 700 branches, it will be in the shopping malls with particularly eye-catching posters and landmarks pointing out their location, is in the mall Oh)
2013: call takeaway, do lunch (Zunbao) , Yi Taichang-Shenzhen fast food brand, 2016 only do boxed lunch made 120 million) (* Note: Chinese soup soup is not suitable for takeaway, so the dish to change, the rise of Western-style simple food. However, we still see a lot of takeout still deliver soup soup soup, that's because consumers have demand.)
The above can be seen, the changing characteristics of the food and beverage industry:
- Rising frequency
- Declining unit price
- The dining table is getting smaller and smaller
For example, the online young children's English training Vipkid in 2016 had a flow of 5 billion, because of the rise of the Internet led to a change in the way education is done, and the profit is higher than that of the offline stores at once A lot. Xiaomi, but online traffic is almost saturated when it began to go offline, but also a kind of improvisation play.
Example: millet
2011-2014 pure e-commerce (online sales of 75 billion in 2014, 76 billion in 15 years, 78 billion in 16 years - growth slowed down)
2015-2017 Xiaomi Home (other cell phones entered the field online in 2015, while Xiaomi began to go offline)
2017-future Xiaomi Small store (further distribution, equivalent to the development of the first level of micro-merchants, Xiaomi's offline goal in 2017 is 12 billion)
Give the right information to the people who need it
The channel is right the information is not right, and the last step will not reach the consumer.
Copywriting Never know what to say, but copywriters are so worried that they write copy that others can also write, that they often write content that seems lofty but is actually empty. The truth is that consumers do not want to see the paragraph, copywriting first write the right, and then write a good.
For example: please compare the real estate ads -
They came early because they know that I will come VS 1300 yuan a flat Platinum County Oriental quality three homes we will not wait for you all the time (although the latter is also not good enough, but the message is right)
What do you mean marketing is to do service? Because marketing is about thinking about things from the consumer's point of view and then providing them with services, different services for different roles.
In the brain, mirror neurons are responsible for managing ****emotional capacity (the ability to consider other people's feelings), and when a person's ****emotional capacity is low (usually the leader, because of too much of a sense of power), it's likely that this part of it is damaged.
The teacher suggests that marketers all go back to being product managers, thinking about the product from the perspective of considering user needs. The most important ability of a product manager is to turn themselves into fools instantly, so that they don't design strange features as a matter of course.
For example:
Microsoft engineers once set up a DOS system to execute an operation by pressing any key, and then customer service received a lot of phone calls asking "where is that key?
One of the insomnia glasses had an on/off switch that could not be found, and the way to turn it on was to tap the glasses twice.
The most important ability of a marketer is to instantly become a user and look at the whole process of buying from the user's point of view.
Think: Is an app tool that locks the app up useful? (Maybe we don't think it's useful, but it's useful in India where smartphones are used by the whole family***. We can't take for granted what our lives are like all over the world.)
Consumers are recipients of advertising messages.
We serve information to consumers through mediums (ads, news, circle of friends, flyers).
But consumers care only about themselves, not about advertising, and they are currently characterized by 1) confusion 2) forgetfulness.
Advertising, on the other hand, needs to do two things: the first thing to wake up the audience from the bewilderment The most efficient communication is to stimulate the audience's instinctive reflexes (what kind of instinctive reflexes do customers have?). --The most effective communication is to stimulate the audience's instinctive reflexes (what kind of instinctive reflexes do customers have? So make the audience realize in the first second that the ad is relevant to them, highly relevant).
For example, for people with stomach problems, the first sentence is - stomach acidity, bloating, ulcers. Then in the second second, it is important that the consumer remembers 1) that it is relevant to him? 2) already remembered (because the consumer only remembers these two kinds of information), and to do the second thing - easy to remember and keep repeating.
This stage of the service is to provide consumers with two aspects:
1) information about the value of the product (why the product is worth buying), then copywriting, for example:
1000 songs in it
Meituan takeaway, delivery of anything fast
Three Fat Eggs: ten pounds of melon seeds to choose six or two
Lecesar's Pizza: as tender as fish!
Get:Half an hour a day to understand a book
2) Purchase instructions (when to buy the product)
Sleepy and tired drink Red Bull
Afraid of fire drink Wanglaoji
Love her and treat her to H?agen-Dazs
Eat and drink and then chew Yida
(The previous copy on the PonySong account reads. (In the past, the text of PonySong's account was "Eating with boring people is better than talking with interesting people", but later it was changed to a more direct "Follow PonySong, marketing is simpler")
Consumers are searchers of goods in the purchasing environment.
They face a complex discovery process and a difficult decision-making process, so marketing has to provide two services:
1) Reduce the cost of discovery
- Offline: attract with eye-catching colors and shapes
- Online: attract with clear and direct text and images;
- Social: promote consumers to forward recommendations
2) Helping to make decisions as quickly as possible
- Shelves as advertising and packaging as media. Advertising and packaging and product design address information asymmetry, allowing consumers to make decisions as quickly as possible with complete information. And part of the brand is to solve the problem of the game (many times), but also to ensure Quality Assurance, to ensure the quality of the problem. A single game does not constitute a brand, such as difficult food and poor service in tourist attractions.
- Clearly and simply describe the value of the product
- Thumbnails of the product should be clear and direct
Users are experiencers and need to be guided and cognizant of the value of the product in order to have a good experience.
There are perceivable and non-perceivable product attributes, we strengthen the perceivable attributes and visualize the non-perceivable attributes as much as possible.
The product experience needs to be more symbolic (big beef on instant noodles) and ceremonial (to show the degree of solemnity, such as the countdown hourglass on the table in Xibei, and the employee's left hand on his chest to make a solemn promise, such as the shouting of the food before serving in some restaurants) than the quality of the product and the service.
1. service industry (learning from Disney):
full of anticipation before coming
surprise in the use of
after leaving memories (to create a variety of photographic scenes, souvenirs to sell, etc.)
talk about the spread of fun
2. If it is a non-service industry it is the whole process of the design of the product.
A few examples:
The catalytic enzyme in laundry detergent - the enzyme makes clothes cleaner, but the enzyme is invisible. In order for consumers to feel the presence of enzymes, blue particles are added, in fact, the blue particles are just ordinary laundry detergent (containing some enzymes);
360 - boot speed alerts, so you can perceive what 360 is doing for you in the background of your computer;
Huawei App Marketplace -- manual re-inspection, in the app marked which employee has examined the app;
get -- extremely dead to the product, there are 10 or so people specializing in correcting errors, and similar paraphrase division, book selection division of the work, but the user does not perceive the The latter of these efforts, Ma Song looked at the case of Huawei, told get, so later in the design, each article is marked narrator
Xijia De dumplings - a word long strip design, after biting a bite can still be clamped, see the filling inside, and will not fall apart;
Laoxiang Chicken -- 2013 originated in Hefei and opened 300 stores in 2017 alone. They put a lot of Nongfushanquan on their doorstep as a pileup, labeling the chicken soup as boiled with Nongfushanquan to make everyone feel special.
Always queuing for pancakes and nuts - queuing instead also creates an experience for users that this store is particularly good and cannot be missed. For example, despite the fact that everyone is talking about queuing up for Xicha is too much of a waste of time, I still see a lot of people buy Xicha and start sunshine, the group will still occasionally flirt with Xicha. Traffic to a certain extent is a guarantee of sales, no one to go to the store you dare to eat?
Consumers experience the product, if the experience is very good, will become the spread of the product.
But this stage of the consumer's general characteristics are: did not form the product of word of mouth, not good at summarizing, lack of tools. To make it spread, it is necessary to improve from the above three aspects.
Need to do the following four things:
1) create word of mouth word of mouth = perception - expectation (increase perception, reduce expectations), the part of the super-expectation is the word of mouth, the word of mouth is the basis of consumer re-dissemination.
2) create communication content design a sentence for consumers to pass on to his friends and family (faceU social, three fat eggs of ten pounds of melon choose six two). You can create content that consumers are willing to forward (Jiang Xiaobai - the spread of advertising content, rather than products. First do the product characteristics of communication, such as charging five minutes to talk for two hours, Baidu, this kind of catchy product language is also easy to be mentioned in the day-to-day), but also can make their own symbol system comes with the function of dissemination of the product (such as Apple's ringtone of the cell phone, Coca-Cola's classic glass bottle). The brand will be shaped as long as it is mentioned, and what visibility has to do is to keep consolidating the brand.
3) Provide communication tools to create tools and channels for sharing (such as getting a line to share to bring 20% conversion rate)
4) Establishment of identification system Strong VI (Visual Identity) system (such as the strongest self-propagation ability of Adidas, because of the clothes of the three stripes, how long the legs are, the three stripes are particularly conspicuous), BMW's unique car front fan, Mini Cooper's model, BYD will light up the car logo (in the night are able to light up)
Summary: enterprises always have to face the problem of insufficient brand awareness, not enough marketing expenses, therefore, hiring consumers to help you spread the word is a very cost-effective thing, to create their own brand in the minds of the users of the word of mouth. Your own product is your only free to use, the largest communication channel.