In technical term "marketing" put the word "market". Marketing encompasses everything that promotes the sale in markets. It refers to any business planning and action that is oriented on the market. To conduct marketing, you do not need to know scientific methods. Much is done with careful observation and by put yourself in your future customers.
marketing is more than advertising
marketing is often equated with advertising. This is wrong. While advertising is part of the marketing, but successful marketing starts much earlier. Marketing must answer the following questions:
- How your company can meet customer needs with appropriate products or services? What qualities must have your product or service to it or to sell them successfully?
- Who and what are your customers?
- How strong is your competition?
- What price could or do you demand for your product / service?
- how do You go with your product / service to the customer (sales / sales)
- What means of advertising / communication, you want to convey to customers the benefits of your product / service?
What characteristics does your product or have your service?
you can sell a product or service only if there is a need for it (which you create a demand for it). The marketing calls this demand "customer value". It can be a benefit to be many things: your product can help to solve a problem. It can help you perform a task or job easier or better. The benefit is the fact are to provide fun and joy. At least one benefit should their product have that service. What you will always want to offer: you need to know exactly what problems / needs of your customers.
Who and what are your customers?
A customer will only choose for your product or service, if there is a need for him to proceed as they promise in a benefit. Such a benefit you can offer him but only if you are based on the wishes and needs of the customer. In order to take into account these needs and wants, you need accurate information about who and how your customers are and what they expected (by you).
How much is your competition?
is key: Your offer should be different and / or better than your competition. You need an accurate inventory of their competitors. You need to know exactly what your customers want and what your competitors already offer them.
Who are your competitors?
What particular benefits they provide to the customer?
Where are your competitors better than you?
Where can you be better than your competitors?
although the market is the globalization of the economy growing. More Competitors as competitors come into question. The goal, at least in one point to be better, therefore becoming more important. This is especially true for entrepreneurs and young entrepreneurs who want to break into their market first foot.
What price can not or do you demand for your product / service line?
Who wants to sell something that has to be sure he is on the asking price "go" is. At the same time he must live from the proceeds can. The practical value for marketing studies the optimal sales price for a product or a service. This is not just about the height of the concrete selling price. There are also delivery and payment. if discounts.
do How to get your product / service to the customer?
Who wants to sell the product / service needs to reach its customers: the right customer group on the right track, in sufficient quantity in time for the stipulated time. You can store (depending on your style) sell through different channels associated with different costs and different costs.
- is foreign sales
foreign sales of so-called "sales agents", eg distributors, retailers settled. The foreign sales is mainly for offers quickly and comprehensively, "the electorate" position. But you should be sure that your distributor really in the target markets "at home" are.
- direct sales
only in the direct or self-distribution can guarantee you that your customers perceive your special competence guaranteed.
- Internet sales
The distribution over the Internet can reduce the high cost of time and cost incurred for a traditional distribution, clearly. Through electronic distribution include online stores, virtual stores. Search meshes, catalogs, portals, marketplaces.
- Export
The distribution channel for export should be carefully prepared. Particularly important is: Choose your partners carefully.
- Selling expenses
Distribution - especially the foreign-distribution is now the most expensive of a product. In some sectors it is the manufacturing cost of only about 10% of the final price. The lion's share of the costs attributable to transportation, dealer discounts or commissions. This shows that the distribution is complex and should not be underestimated.
Sales promotions
- Service and Support
Many customers choose today for providers who offer a service or customer service. Understand yourself as a "problem solver" of your customers. Provide, in contrast to competition a "value added" to.
- grace
A warranty on products or services is now considered "standard features" of an offering. It sure "If not satisfied money back" is the motto. So if you decide not take any risk to you about.
- Financial incentives and rebates
particularly financial buying conditions attract customers. Car Dealers for example, offer loans, accept old cars in part exchange. More important, however, are rebates. They are usually given to larger quantities of goods or for faster payment (cash discount).
What means of advertising / communication, you want to give our customers the benefits of your product / service?
customers only buy products / services that they know. This applies to both new as well for already acquired customers, you should not lose to the competition. Especially in start-ups usually lack of clear and meaningful information about the specific business offerings. Let definitely see some of the bleak listen. Even this can be the first competitive advantage over its competitors who do not.
Overview Communication
- corporate identity (corporate identity)
you give your business to an individual, and (again) recognizable appearance. Through a particular mission, a determined style of communication with your customers and a uniform design to take your (potential) customers your company with its own "character" is true.
- "Yellow Pages"
The "yellow pages", each customer is available: Those who own solution to his "problem" search, use mostly the local telephone directory.
- newspapers
advertisements or brochure supplements to achieve in the daily newspapers in each case the entire audience. Tip: With regular classifieds, you can achieve greater effects than with a single large display.
- Journals
If your customer group reads certain journals, you can get this straight by a display in this reach very well.
- CCI magazine
By CCI magazines are all professionals IHK a district reaches that are not craftsmen.
- billboards posters
This will provide experience shows most people. However, you have less opportunity to go with your information "in depth".
- press releases are
article about your business in the newspaper widespread advertising. On special occasions (opening, anniversary, new service, etc.) you should inform or invite the local press.
- display sheets
The great advantage of advertisers is: Although it is not registered may be very demanding, yet they are delivered free to every household.
- Radio advertising (mainly in private local stations)
radio ads reach many listeners.
- transit advertising
markings on your company car, but possibly also buses, trams or taxis to reach many people
- Cinema Advertising
cinema spots reach a rather younger audience
- litter form ( flyer)
union label you can quickly when needed and be distributed.
- Open Day
He offers you the opportunity to show your customers your performance. Not only at the company launch, but if once a year, you should invite your (potential) customers to him.
- Brochures and Reference Solution
professional documents with photos are high-quality image advertising. You should therefore not "with the watering can, but are specifically distributed to known customers.
- direct mail
you are a personal way to keep in touch with your customers. Write your customers: an information about a special offer or a birthday greeting.
- Customer magazine, (email) Newsletter, Reviews
help you keep in touch with your customers and maintain your image. Tell your regular clients, what's new in your business.
- printed with the name of your business - - Small Business gifts
gifts should remind your customers unobtrusively to you.
- Events
exhibitions. Music events, etc. (organized or by you) in your business customers and the press make specific attention from you.
- Internet
By Internet You can use a variety of ways: an online store as an electronic catalog, current information to your customers via email or electronic newsletter. Of course, the Internet is worthwhile only if you also have customers who use the Internet.
luck
T.
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