Today, brands such as Pepsi, Coca-Cola, Ikea,Snickers and many others are known to every consumer. But they began with the smallest, creating as a small family business. But the properly organized marketing campaign allowed them to achieve more. Competent marketing moves have done their job, and now these companies are known not only in their homeland, but also far beyond its borders.
Golden principles of sales
To increase the number of customers, andrespectively, and sales, you need to pay attention to the problems and needs of consumers, and do not forget to remind yourself. Each successful marketing move is preceded by the golden principles of sales:
- Sponsoring and word of mouth. The more a business owner will sponsor small events in his city, the more he will receive visitors. People tend to share news.
- Branding on the Web. It is very important not to forget about the promotion of products / services on Internet platforms, since every year people are increasingly beginning to make purchases without departing from the computer monitors.
- Demonstration. Perhaps, one of the main strategies for attracting customers. The consumer needs to present his goods, for example, you can organize a tasting or give out test samples.
- Satisfaction of needs. Every product or service delivered to the market must solve the problems of consumers. If a person gets what he needs, he will definitely return, and regular customers are the key to success.
- Analysis and optimization. One can not rest on what has been achieved.It is necessary to constantly explore the market and introduce new ideas. Consumers are not a stable substance, their needs and needs are constantly changing, and these changes need to be managed.
- Marketing research. Only by analyzing the market can an effective marketing move be made.
- Remind yourself. It is necessary to focus the company's activities on long-term cooperation with consumers, so do not forget about the memorable logo, slogan and image of the corporation as a whole.
Eight moves
To attract customers, companies often use such actions:
- Calling databases "cold" customers. This allows you to find out if there is a need for a particular product, as well as tell about your assortment.
- Partnership programs. To increase sales, the Internet is increasingly used, companies resort to using affiliate programs that help reach the target audience and spread advertising information.
- Range and prices. It is very important to follow the sales season.Of course, there are goods that are necessary for the buyer all year round, but there are also those that are in demand only during a certain time period. Therefore, in order not to be left without profit in the off season, you can change the range, reduce prices, or hold a promotion.
- Local sale. Если в сети корпорации есть магазин, который buyers bypass, that is, it brings the least profit, an excellent marketing move will be a local sale. It is necessary to notify buyers in advance that the sale of goods will take place in this store.
- Advertising and jokes. Нет такого человека, который откажется от халявы.Therefore, it is important to carry out sweepstakes with subsequent advertising. This marketing ploy is very popular on social networks, where you need to share an advertisement to take part in a raffle of a product or service.
- Active in social networks.
- The introduction of new products. Man is such a creature that he will get tired of one and the same product over time, so you need to take care of creating something unusual, interesting, popular and useful.
- Coupon service. Offer discount coupons to potential consumers.
Advertising
Such marketing moves are known to everyone.to the entrepreneur. You can even say that this is a classic of the genre. But to become a well-known company is not enough. You cannot go far with marketing alone, it is important to pay attention to advertising, and it is better to attract a specialist in your field for this purpose. If an entrepreneur can cope with marketing functions independently, then advertising is the lot of the chosen ones.
Marketing and advertising are originallyphenomena that complement each other: with the help of marketing, you can determine the needs of customers, advertising also focuses on them. Depending on what image the brand has, the number of sales will increase or decrease. Each advertising campaign must answer the question of what kind of product and for whom it is intended. For example, 25 years ago, Leo Barnett created an ad for Marlboro cigarettes that had a cowboy image. Even today they are considered the best selling in the world.
Therefore, marketing and advertising shouldqualitatively complement each other, attracting as many buyers as possible. To understand how this “kitchen” works, it is better to cite a few popular examples of product or brand promotion. Then it will be possible to realize how important marketing moves in trade and advertising are.
Camels offensive
Non-standard marketing ploy became famous intime camel company. Surprising smoking America with some new tobacco product was difficult, but marketers did not give up. One fine morning, an unusual announcement appeared in all US cities with one word: "Camels." A week later, they were replaced by no less intriguing announcements: “Camels are coming.”
The day before cigarettes were supposed toto appear on the market, the inscriptions were again changed, finally stirring up human curiosity. Now the ads were extinguished: “Tomorrow there will be more camels in the city than in Asia and Africa combined!” On the day when cigarettes entered the market, the same ads were again changed: “Camel cigarettes are already in the city.” This message lifted the tension increased from curiosity, the Americans laughed at such a ending and eagerly tried new cigarettes.
The battery does not sit down
Famous marketing ploy became famous andRed Bull company. When this company first appeared on the market, the energy and tonic drinks niche was already occupied by the brands Molson, Pepsi, Labatt and Coca-Cola. Of course, these products were not energetic in their pure form, but in the advertisements there were references to a tonic effect.
Advertising marketerDietrich Mateshnits, understood perfectly well that it was impossible to stand on a par with these giants, using standard marketing tricks. Therefore, it was proposed the following: reduce the volume of the can and make it look like a battery, which hints at the charge, and, of course, double the price. Therefore, the advertising campaign was not costly, and such "batteries" were placed in stores in the most unusual places (however, this tradition has been preserved today).
Also Mateshnits proposed to distribute free of charge.boxes of drink near the student buildings, it is practiced to this day. In addition, the company sponsors various youth events, tactfully silent about the fact that students prefer to mix energy with vodka.
As a result, marketers received independent product positioning in the market and created their own niche, distinctive from other drinks.
Sales increase
Entertaining marketing move to increasesales used by the company Alkazeltser. In the 60s of the last century, an advertisement appeared on TV screens, in which not one but two pills were thrown into the water. As a result, the number of sales has doubled.
Also, to increase sales, you need to correctlyorient advertising campaigns to consumer demands and understand the mentality of the country to which a new product arrives from abroad. For example, in 1992, Snickers bar appeared on the shelves of the domestic market. At first it was advertised as a snack that could be replaced by lunch or dinner. However, domestic consumers did not understand how chocolates could replace soup, so they bought a bar as a dessert for tea. Seeing this state of affairs, marketers have changed the advertising strategy, focusing it on teenagers. These children do not like soups, but they adore sweets. This successful marketing move ensured product success.
Other marketing chips
In the 80s of the last century, the now known companyTimberland was going through hard times. Boat shoes, although they were of high quality, comfortable and inexpensive, were poorly bought. Then the company made a simple and effective solution: set the price higher than that of competitors. As a result, sales increased, because the more expensive a product is, the more desirable it becomes.
An interesting marketing ploy used by ThomasDewar selling Dewar’s whiskey. In the nineteenth century in London were popular drinks such as brandy, rum and gin. Selling whiskey was unprofitable and very difficult. Dewar’s, founder of Dewar’s brand, chose a very unexpected move to attract customers.
Thomas hired fake buyers whowent to pubs and asked if there was any Dewar’s whiskey for sale. Of course, this drink was absent, and fake customers left in frustrated feelings. After some time, Thomas Dyuar himself began to appear in the pubs and offered to sign a contract for the supply of whiskey. Over the two years of its turnover increased 10 times.
Total failure
We have given only some examples of marketing.moves. Successful, of course. But such events are not always successful. Even the largest and most popular companies from time to time bring to the market a product that does not bring them the desired profit and success. This happens for many reasons, but most often due to the fact that marketers do not pay attention to trivia, subsequently such errors become fatal.
At the time, even the Apple company "screwed up".In 2010, she launched the Ping music community network. Steve Jobs assured that this service will be number one for listening to iTunes music. True, this service was never able to compete with Twitter and Facebook.
ITunes users without much enthusiasmaccepted the launch of the Ping social network. It was possible to follow the creative achievements and public life of your favorite artists, as well as to see how the musical tastes of friends change and make personal charts. The launch day was on September 3, Vice President Eddie Kew announced that a third of iTunes users had already joined Ping. But it did not go further. The next day, a lot of spam and fake musician profiles appeared on the social network. Journalists also reacted with coolness to this service. The failure became apparent even in 2010: few musical performers were registered in Ping, and the network was also available in less than ten countries and was not integrated with Facebook, as Zuckerberg put onerous conditions (at least, Jobs thought so) .
In a meaningless agony, Ping existedtwo years, until in 2012 it was not recognized as unsuccessful. The social network quietly died on September 30, leaving behind a farewell message: “Thank you for your interest in Ping. We no longer accept new users. ”
Bad New Coke
Coca-Cola also suffered a defeat.when trying to increase the number of buyers. In the mid-80s of the last century, Roberto Gazuet, who was considered the most successful sales manager of the twentieth century, was called “the main dummy” because he tried to replace Coca-Cola with “New Cola.
In fact, everything was done correctly:New Coke has passed hundreds of tastings, the results of which said that a slightly sweeter taste will surely be the key to success with consumers. But when the company announced that the new stake would replace the old one forever, the buyers rebelled, because they were not given the right to choose. Buying a new drink ceased purely from principle.
"Skeletons"
Interestingly sounds the slogan of the companyDanone: "Take care, children, of your skeleton." It seems to be nothing bad, but when a skull, skeletons and crossbones are painted on fermented milk products, this is too gothic. Representatives of the company “Danone” believed that such a design and slogan would attract Russian teenagers, but the “terrible” yoghurts did not cause much enthusiasm.
Worse:similar packaging scared parents of the main target audience. A Moscow resident even filed a lawsuit against Danone, demanding that they stop producing products, which has a devastating effect on the child’s psyche. Also outraged by the similar Russian Orthodox Church, considering such a package as an outrage upon the dead. Later the Expert Commission on the Ethics of Social Advertising joined in and convinced the company to stop launching this brand in Russia.
It is worth noting that the company "Danone" is not the firstjust misses with the name of the products entering the domestic market. In the 90s, the slogan of advertising baby food “Bledina - everything your child needs” was repeated by the whole country, only parents were not very eager to buy an “indecent” product to their kids.
Any marketing move requires priorpreparation. It is necessary to carefully study the market, the needs of consumers and even the mentality of a particular region, so as not to fall face in the dirt. Starting from small, you can reach significant heights, but for this you need to work, and not rely on luck.
