Then I was accused that I began to write a little about marketing. It's time to fix the problem.
Often there is a problem to bring the goods to the people of low-cost. About the high cost of everything is clear - there for you and lots of advertising, and the best experts. And what if the budget is limited.
Of course, that. options with a zero budget are excluded in principle,. That would be too easy, if such options exist. We assume that the money is there, but I would like to spend them as little as possible.
We also believe that the product deserves to be in the market. T. e. is a product that represents the kind of customer value. In simple terms, he needed someone. Some people - the so- called target audience of our product and it is non-zero.
The audience should be evaluated before they even engage in the creation of goods. Take, for example, the sale of options. I sell links from your site in a community where no one sells. But there is no market. As a result, I have links to buy 3.5 optimizers, which I did and found. In the next stage of market development came 20 more clever - seo, who also want to get links to the fat of the resource. I raise the price because of links 10 and 25 who want. In the next stage in the market there are links to the sellers of the same sites. I have to lower the price, but not much, because the number of people willing to buy, too, is growing. After all, the market has already established itself and involves new participants. Another step and sellers in the market break of links with zero sites and proved that the 100 links with zero sites are a link to a non-zero. And more biting part of the market. And prices are falling even. Well, t. Dr.. But at any stage can be estimated number of people wishing to purchase services. And to us, without such an assessment - anywhere.
If we are sure that will fly, but now came the moment of truth-seeking in the ways of promoting. The most traditional way. - Is the placement of information blocks, such as advertisements, commercials, outdoor advertising, etc. Dr.. another way to. - A cook, or work with the public, which is in the right hands turns into a powerful tool for promoting. and. the third way. - Is to create a community, for example, is doing in MLM. Let us consider them separately.
Placing our traditional advertising is not well suited for the budget to promote. Such advertising is not the experience starts immediately. T. e. Week on TV or a single ad in the newspaper weather will not do, and the money runs out. Such publicity is good publicity when placing or mass, or for a longer period. This gives her the opportunity to capture the audience and the media ' namozolit ' eyes. If the opportunity to create an effect you do not have because of the lack of money, better to just hammer on traditsionku.
PR - a good tool. In the hands of clever. Ability to be on time at the point of public attention - it's almost an art. But the art and has learned enough their recipes for success. First you need a reputation. Impeccable reputation, which coincides with the general properties of the goods or services. To make it easier to personalize it often. For example, Harley-Davidson - it's just like cool. A Euroset was mostly cool its charismatic leader, now is not the owner, Mr. Chichvarkin. Accumulating reputation in different ways. Today the least expensive of its earn in the Internet. For example, communication on the forums. Proper balanced opinion on the regional forum has brought me two years ago, off-line orders for the next six months. I communicate with the person who creates the image of a teddy bear, collecting orders for computer courses John Doe.
The second point - it is. getting attention in the nodes. As for the organization of their own reasons again need the money, then try to prove to be a place where people have gathered. Vyak time uttered may bring traffic to your profile, and on the website in your signature. And the most virtuosic vyak allows the discussion to turn to a discussion of the product is. But the latter is from the category of fiction, but the hottest part in the debate certainly will give you the weight. As online and offline, if the opportunity arises.
Again, easier to personalize the product, it facilitates understanding of it. Melkosofta all associated with Gates, Jobs and Apple with full of such examples. One may speak of the properties of the product, but if you put in as the anchor man, the product will receive a human traits. T. e. He will not only be functional and useful but also enjoyable, easy to communicate. Or best, like Jobs, or bright and sassy in a good sense of how Chichvarkin. And we need to understand that it is not just connect the product and the person, it also gives the key to understand the product from those who have not bought. This potential customer has no idea what can a product, but after hearing feedback about the person presenting it, he can make more informed choices for themselves. In any case, he will say yes or no faster than. Oh, everyone is better than the agonizing wait at the counter.
The third version of the promotion - the creation of community. Fortunately or unfortunately. for today's world relations. bought - Forums. exhausted. Do you want to sell, make sure that between the goods, the buyer and the seller was stretched emotional thread. One rod, which will be strung all the subsequent relations: the purchase, support, development. The easiest and most intuitive version of the solution of this problem - a community united by a common idea. The more simple and straightforward idea is, the more her supporters.
For example, Apple brings together people, bent on innovation. It is possible for you does not make sense to tear vest and have the latest gadget, but for some it is the raison d'ĂȘtre. And as it turns out, these people complete full. Noticed a certain thing in common - usurps. Good idea - Earn money without working, but too beaten up, and has a reason is not so much how many myths. But the work as much as you want, get as much money to be - not so beaten. Hooking this idea, we can give people the opportunity to earn money by working. As it happened, albeit with a Satellite-X.
T. e. to create a community need an idea. The second point is necessary for community building, it is. the presence of the Apostles. , Individuals who will carry the light to the people. Sometimes there are people themselves, due to the fact that the product is proved to them how -to-measure suit. Sometimes they need to create and nurture. But without them nothing.
Now let's try to collect everything in a pile.
1) is a commodity, there are potential buyers.
2) select a point of concentration of potential buyers.
3) develop at these points, a storm of activity in order to be noticed.
4) simplify a job, linking the product with them, thereby personalizing it.
5) endow their way to the forum, or blog the qualities that you want to bind to the sense of the product.
6) we find people with great energy and a high susceptibility. another option - people who just love to be in the spotlight. now every blogger - your client in this regard. turn them into advocates of the product.
7) give the opportunity to appear in such apologists himself - m. e. high conductivity of the feedback between you and the consumer.
When this is done, start mythologizing. Any thing that is spoken by over three cluttered with myths. This is the standard process of myth-making - or a broken phone. One suggested, but the one who heard it - built and raced to the absolute ' truth ' to the people. So much better to manage this process, creating the correct myths. And the very same discredit them through to tech support. This creates the effect of the victory of light forces. You are accused, you are an amazing triumphs. Still it helps to create the effect of the swing, when your product is falling in the eyes of the consumer, it grows. As a result, the ratio of the product is always at its peak - and, most importantly, he is always in the spotlight. There is nothing worse in sales than oblivion.
There are many more tricks. We extend some way. And today, I think that's enough food for thought, questions and comments.