Lamps and lanterns enterprises have no money how to do advertising market?

In the process of development of market economy, many small and medium-sized enterprises lamps influenced by marketing talent shortage and lack of funds, resulting in a lot of excellent products in essence, ultimately not in the market to form popular, and even some enterprises operating for more than ten years, still unknown to the public, the products still remain in the annual income of tens of millions or even millions. Lighting enterprises also very helpless, want to advertise it, full year revenue is not enough to pay a monthly cost of advertising, if unsuccessful enterprise survival will be affected. Instead of investing in advertising it, there are many barriers to channel investment, it is difficult to open the market, companies can only be so mediocre to live, whether it is the boss of the enterprise or in charge of marketing executives, the mind is not a taste.

Don't say that advertising enterprises in addition to no other way, according to the fact mentioned in your letter, I think, can temporarily put aside the idea of advertising investment, adjust the lighting enterprise marketing strategy, core resources and energy enterprises into the product and channel construction, because the lighting products and channels is two big puleses marketing, there is no advertising to do the market actually not necessarily absolute. Then, the enterprise does not invest in advertising, exactly how to do the market?

First: the product to do fine

The product to do fine, that is, to make the best products in the industry, the concept of this product refers to the product's hardware and software. Refers to the hardware product design, performance, efficiency and appearance are better than similar products, the product is a success in the market performance of hardware and software products; refers to products by consumers in the moment of contact are delivered to consumers of all product information is not accurate and urgent, if the new product belongs to the industry first, then your sales concept is not just necessary for consumers? If there are many similar products in the industry, you can provide the most unique products of the highest quality information cognition?

"Dagger product strategy" is specifically for a planning approach to enhance the product strength, it is the role of the enterprise does not put any advertising costs, a single test product appeal, forming auto sales in the terminal shelves. To make your products reach the state, must have a core principle is: compared with similar products of your products, must have a unique quality of the cognitive concept, and the concept itself has a unique function of firewall, the opponents can't imitate, to be your exclusive to create a new the quality of the products category, the highest quality standards or industry. For example, when the electric water heater all sell the concept of security, safety is the most critical demand for electric water heater products, Haier first proposed the "anti power wall", and claimed that the water heater anti electric wall is the most secure. Because the anti electric wall Haier logo was registered successfully, other competitors can not imitate, so Haier electric water heater industry to become the first catch up from behind. With regard to the product planning requirements, you can refer to the following reading, from which to find inspiration.

Second: the channel to do fine

If the products do fine, basically can rely on their own research and development capabilities, production capacity and the ability of planning can be done alone, so the channels do fine it is not so simple, after all, this is not a single test ability on one side of the line, but it may not be possible, first of all, if you the knife products with the characteristics of products, which itself had been attracted to the channels, while marketing characteristics in the Chinese, usually a product as long as the dealer if it is love, half success.

Let's talk about how we can do the channel.

I think this problem should involve three aspects, one is how to let the dealer know you have such a good knife products; secondly, how to eliminate their dependence on advertising? The third is how to get the product rapid distribution to the terminal, in general, if you can put these three problems to achieve the ultimate, basic you can wait for a net profit.

1, investment - so that more dealers to help you sell products

One of the principles of marketing: want to sell the product, we must first have enough people to help you sell products, which is an inevitable hardware channel increment. Check your channel is sufficient density? If it is a new product investment, it is necessary to find ways to attract more dealers to agents. For example, you can choose the terminal according to the different forms of relatively professional dealers, you can also choose appropriate dealers by region.

There are many ways to attract investment, but the real money and practical or personnel investment, as long as the training of good investment staff, planning a good knife products, then find more cooperation is not a difficult dealer.

2, management - so that the channel to maintain healthy vitality

This problem can be divided into two steps: in the premise of ensuring channel as flat and full, the enterprise must carry on the strict professional management of the channel, the first to be equipped with sufficient power distribution for dealers, help dealers Distribution and channel management; secondly, through large-scale recruitment activities of dealers will exist naturally in operation so uneven in quality. After a period of time can be seen in the channel, which is the strength of dealers and loyalty, which is of two minds, so that you can on the channel for exclusion, to promote the channel to maintain a healthy living