thybb的部落格

Pilot marketing is a long and important process, and once the pilot is successful, it must be resolutely and quickly replicated. The pilot is to find the most efficient promotion solution at the lowest cost." - Jiang Yufei ---- Beijing One One person Information Technology Co., Ltd. co-founder and president

The core of marketing is to find effective ways to replicate the promotion, which is a long process, the first pilot, the pilot successfully copied. The core is a pilot, this process is not afraid of slow. Programs that have not been pilot-validated can not be promoted and, once successful, must be rapidly and resolutely replicated.

First, the core of marketing is to find ways to promote

Business operations are two things: marketing and innovation, the former is a way for businesses to earn revenue, and the latter is a weapon for businesses to generate revenue.

1, business management focuses on two things: marketing and innovation

Many general managers confused, a multitude of things business, in the end how to proceed? In fact, the essence of business is very simple, mainly two things, marketing and innovation.

 
A core business is profit, a not profitable business not only can not survive but also unethical, the fundamental purpose of business is to sell the product out, access to revenue and profits, to achieve this mainly by marketing, marketing only products, The product is valuable.

Good marketing should start from the product design time and throughout the entire product life cycle, from the beginning of product design we must know who the user, the product used to solve the user's problems, how much they need to pay the cost, Only know these, we have the value of the product.

If the design does not consider these issues, wait until the product to find advertising companies and public relations companies planning how to sell products, it is very wrong.

Another core business is innovation, only innovation, to find the market gap, access to living space.

2, the core of marketing is to find replicable promotion methods

The success of marketing depends on whether you can find a promotion method, a promotion method that can generate sales volume and replicate at a reasonable input-output ratio. This method must have three characteristics: 1) to produce the scale of sales. 2) Simple and copyable. 3) Input-output ratio is appropriate.

In theory, if the target user can be found and personally explained and demonstrated by the founder, this is the most effective promotion method, but we have thousands of target users and only one founders who can explain, so we must With the media to promote products to users.

 
Therefore, the marketing of the core work becomes, under the premise of the established products and prices, through what channels, what method to promote. We have to answer three key questions: to whom? Which media to say and what to say? What to say?

Second, the pilot before the promotion
Promote the program must be piloted and successful pilot program, do not promote the pilot is a gamble, the pilot should be slow, copy to be determined.

1, first pilot

Before the promotion, we must go through a pilot program or you will not know whether it should be resolutely promoted. In particular, if the promotion meets obstacles, it will insist on or adjust. You can not make any decision at all. If you have passed the pilot, the answer is clear. If the pilot is successful, it must be adhered to; if the pilot is not successful, it should not be promoted at all.

Piloting is a very good method of work. In reality, no matter how confident we are in a program, we must first conduct a pilot program and do it first to see if we can achieve the desired goal. If it can be reached, it is necessary to go deep into the conclusion of how to achieve the desired goal and sum up the law to copy. If you can not achieve the desired goal, we must abandon the plan.

 
Under normal circumstances, the pilot looking for a representative, but not the main market place, the core is to verify the idea is feasible, come up with convincing data.

Pilot is the best way to validate our products. Do not think you are a user of the product. You are no longer a user when you develop the product. Because you indulge in the product every day, familiarity with the product far exceeds that of the ordinary Users, you already impossible to understand the experience of ordinary users.

2, the power of example is endless

Smart leaders are good at setting an example, that managers have a bold assumption, and then to verify carefully, once established, to verify the department has become an example.

Take GUEST OFFICE for example. In 1998, it took half a year to plan the marketing plan of GUIDEC. From the perspective of product function, how to price, to what channel to choose and how to promote it, a lot of ideas were made And deduction work, the final arrangement in Zhengzhou and Zhangjiagang pilot at the same time, in accordance with the mode of marketing advertising, test whether the target sales, the results have been reached.

Zhangjiagang such a humble little city, because in accordance with the provisions of the business headquarters planning action made, it has been a great success. 1998 Zhangjiagang only 100,000 population, that place does not pass the train does not pass the train only through the car, is a small place, the history of the best handheld computer brand sales that year is seven hundred or eight hundred.

 
However, our agents sold 768 units in a month and a half under our model, causing a sensation. The pilot proves that our judgment on the handheld market going into the blowout era is correct. Our model is that we can make huge sales and make money.

After the successful proofing, we invited Zhangjiagang who has already become an agent and we want them to become agents. We held a field meeting and asked everyone to implement it. We even mentioned the slogan: "The instructions of the headquarters, Understand the need to implement, do not understand more to be implemented, to deepen understanding in the implementation. "The national agent of the copy so that" the whole country a redness. "
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