Collecting market information, investigating and studying the market, and planning investment promotion are the preparatory stages of the preliminary work. Small and medium-sized enterprises basically do not have detailed and thorough inspection conditions, but the investment promotion expert group is absolutely professional in this respect. With the help of the external brain, it can provide comprehensive market guidance and support for attracting investment, help enterprises clearly understand the forms of attracting investment, and then find the correct goals, including the formulation and implementation of all investment strategies and the formulation of investment instructions; Media selection of investment promotion advertisements; Investment promotion expense budget and effect evaluation; Organize and implement investment promotion meetings; Investment information management; Frequently asked questions of dealers; Dealer selection criteria and verification. In addition, it is difficult for small and medium-sized enterprises to set up planning, copywriting, graphic design, media placement and market research. With the support of the external brain, things will be simplified to a certain extent, because on the one hand, the defects of the marketing department of the enterprise can be avoided, on the other hand, the correct countermeasures can be found by using the external brain recognition form.
Under the training and guidance of investment promotion and marketing consultants, small and medium-sized enterprises with weak market awareness can clearly understand and establish the goal of attracting all employees. In addition to the core personnel of investment promotion, logistics, finance and other auxiliary personnel should also understand the distribution policy and product knowledge of the company's products. Because it is very likely that one day all the regional managers are busy holding investment promotion meetings, and there are only logistics personnel in the company, and at this time there will be dealers calling to ask questions. If the logistics personnel are ignorant, it will cause a very bad impression on the dealers. On the contrary, if a logistics personnel can have a thorough understanding of products and markets, dealers will regard enterprises with special respect, which also reflects the importance of the investment promotion group in establishing a clear awareness of investment promotion objectives.
Find the right position
Under the pressure of market competition, the mentality of SMEs is becoming more and more impetuous. Any well-known "outside brain" discriminates against this positioning: a product lacks funds, team, experience, has no ideas, even blindly invites investment, has no business premises, and expects to become famous overnight.
Accurate positioning requires three efforts:
1, its own advantages-clarity
This advantage is mainly based on the uniqueness of the product, emphasizing the commitment to the actual effect and the first visual impact. If a product has a good name, or an authoritative theoretical support, or even an authoritative person or celebrity makes a few phone calls to this product, this product will become popular. At the same time, packaging is the first side of the product. If the packaging design is excellent, you can catch the eye of attracting investment and jump out of the competing products. The exquisite and unique packaging of enterprises often contributes to the brand image.
2, product function-novel
This functional positioning mainly focuses on the functional mechanism of the product and puts forward the sales proposition of differentiation from competitors. The concept of X Ejiao oral liquid and xa factor to detoxify and nourish blood attracted the attention of agents to a certain extent, which promoted the development of investment promotion, while Jiedu Yang Yan Capsule put forward the concept of detoxifying and nourishing face, which grasped the consumer's demand psychology for product functions, and then made the product quickly realize the purpose of nationwide promotion and comprehensive agency.
In the actual market, the external brain can tailor the product concept for enterprises, and then realize identifiability and differentiated personality, which not only highlights the unique positioning of products, but also brings strong impact to agents and consumers.
3, process composition-unique
Give full play to the characteristics that competing products have not noticed, make a fuss about technology and composition, and extend product positioning. For example, Haier's technical effects such as "anti-electricity wall" and "oxygen bar" have brought great auditory impact to the market, and X pure water's "27-layer purification" technology and components are easy to approach, which also reflects that the clearer the positioning of technology and components, the more market value it has.
Choose a good model.
Customer relationship, promotion activities, collection and other links; With a perfect model and policy, service personnel will provide effective pre-sale, mid-sale and after-sale services according to the actual situation of consumers, and at the same time deal with some consumer crisis events about the effect of products; Financial personnel strive to control expenses, do not waste, and strictly follow the manager's suggestion to separate market revenue from expenditure. A perfect and operable model can definitely arouse the taste of agents.
On the other hand, as an outsider, brand planning companies will use their strong brand strength and authoritative influence to help enterprises provide value-added services to agents, constantly adjust their models, and tailor an innovative differentiated marketing model according to agents in different markets and channels to realize the overall profit of product promotion. Under the unified management of the headquarters, a strong and stable model system has been formed, including direct sales network and joint venture network, which has perfect distribution ability and network coverage advantages and has also achieved scale.
Select the external brain
In order to effectively avoid the investment risks of enterprises, enterprises should first work hard on the internal mechanism and management of enterprises, set up a special functional investment department, and attach importance to and establish it from the organizational structure. After the investment promotion work is completed, the investment promotion department will automatically be transferred to the sales department or the market management department. At the same time, planning the introduction of professionals and a high-quality investment promotion and marketing team are the key factors for the success or failure of enterprises, which are also generally lacking in enterprises. The products are available, the thinking is clear, the funds are in place, and everything is ready.
Secondly, in the investment proposal, we must formulate detailed product policies, including product pricing, investment price, investment area, priority of each product, etc. It is necessary to choose the product with the most differentiated competitive advantage from a large number of products as the protagonist, concentrate superior forces, and let the protagonist become famous first.
You can refer to China Franchise Network!