LED new marketing promotion Quartet
In the product and information surplus of the moment, how to do a good job marketing and promotion of new products? Only "moving people", it may be a hit. Enterprises need to locate, differentiate and so on several dimensions to start making explosive products.
New products, that is, in order to meet the consumer "potential demand" products, give consumers a new experience, so the new product should be defined as "new experience." Now that it is an experience, the company needs to study the potential needs of consumers before developing new products.
Clear market positioning to meet the needs of the target customer base
Any enterprise in the introduction of new products, should effectively investigate the needs of specific target customers, to their needs as the guide, developed to meet their needs of the product. Then the new product in the market research and development process, the enterprise must be able to clearly understand and answer the following questions:
1, industry status quo. Specifically, it covers the development stage of the industry, the industry policy is good and insufficient, the industry status quo, the whole industry competition pattern, and assess the future development prospects of the industry and the next 3-5 years may encounter marketing opportunities and problems.
2, the market competition situation. "Know ourselves to know each other," the starting point is the point of competition research, therefore, we must be involved in the market to do a holistic study. In the holistic research, and then targeted to the industry benchmarking enterprises and the current status of their own marketing similar to several competitive products or brands.
3, consumer research. What are the changes in the consumer market, what are the benefits, what are the difficulties, and what are consumers thinking about when buying decisions? Must be more than personally under the market, listen to the voice of consumers, as well as dealer agents, etc., fully grasp the latest consumer trends.
4, to answer "Who is we" problem, both to locate your identity, but also in the definition of your position in the market competition, more importantly, determines your market competition strategy.
Product design and concept packaging differentiation
To successfully promote new products, we must first increase the brand's own extension and expansion of the force, so that the brand can effectively drive the extension of product sales, which requires the brand with a distinctive core value, the core value of a variety of extended products Tolerance, the brand into a high profile, high prestige of the big brands. Do this to make the success of the promotion of new products have a good foundation.
1, the brand core value continues to new products
Large enterprises will continue to brand the core value of new products, design than the product design is more important is the unified image of the store. This is why into the building materials market, we can easily see some very eye-catching store design: white on the green mine NVC lighting, blue and white white on the white and the white light of the three white Aurora and so on.
In product design, the most important thing is to take the differentiation strategy, product and concept of innovation, not a positive conflict with the opponent, to create a new cake is easy to succeed. Such as the beginning of the main ambulance home lighting, ceiling is its core product line, if Op to launch a new ceiling, only need to enrich the different styles of product line. Today, Op lighting has formed a Western-style retro, the new Asian fashion, modern decoration, simple fashion and several other styles of ceiling lamps.
2, unique personalized new product shape design
For small and medium enterprises, how to achieve "differentiation", so that your products are different, so that consumers remember and identify? For consumers, there is no fact that only knowledge. The "cognitive differentiation" is from the competing products starting, based on consumer research to think about marketing, product planning and concept packaging to do the segment, unique.
For the lighting industry has not yet very strong brand, to successfully launch new products, innovative design, eye-catching, high terminal appearance, visual impact of the shape of its new products is an important principle of successful listing.
In the "eyeball economy" era, a unique product shape is an important means to attract consumers eye. In 2012, when the rapid development of the LED industry, the history of Ford lighting first introduced the magnolia lamp, the use of "magnolia wax tail" unique shape, and the formation of Magnolia, Pearl Magnolia, Jin Yulan and other magnolia family. Magnolia lamp because of the characteristics of the lamp body design, it is in a lot of LED general lighting products come to the fore, once launched by the market sought after.
3, based on the segment of competing products "interest points" demands
Throughout many successful cases, all have a unique sales proposition, with a clear point of interest to communicate with consumers, to consumers a commitment to buy. Op lighting demands "health", NVC lighting demands "light environment". When some of the demands of the first to occupy the time, then enter the market after the brand and how? After all, for most enterprises to create a new category of "blue sea" is hard to find the reality, the reality is to have to enter the "Red Sea" market. Therefore, at this time of the "point of interest" demands more to stand in the perspective of competing products thinking, differentiated design. Op occupies most of the home lighting ceiling market, do NVC, Philips and so do not do the ceiling market.
For the consumer mind, there is no end from the moment of being subdivided. There is the objective of the development of science and technology to promote the social division of labor is bound to the inevitable, the market more and more subtle, our minds have been cut piecemeal. Op lighting ceiling gives the trend of fashion, NVC ceiling gives the lighting is the quality of engineering lighting, Philips ceiling gives the low-key is a simple big charm. Product planning must be differentiated "interest point" appeal, the consumer mind, there is always a piece has not been developed "virgin land".
Multi-pronged "detonated spread"
Integrated communication is the product of the mass media era, and for the current media flooding, information dissemination explosion, the new network of new media popular marketing environment, "detonated spread" seems more in line with the needs of the times, effectively alleviate the spread of business costs, It is important to maximize the impact of communication. To a hotspot as a breakthrough, the collection of resources to this breakthrough point, to enlarge the hot spots, creating high degree of concern, from point to surface, so that the spread of the maximum.
2011, the most successful "detonated spread" is undoubtedly the "where the object", for network marketing, "detonated spread" seems to be easier to practice, as long as the manufacture of a strong, strong topic of hot, behind the network Almost a matter of course.
For most businesses, new products are listed on almost the following trilogy: listed announcements, listing promotions, and new product advertising, highlighting the new product advertising. I believe that the product advertising that is a lot of marketing costs, long front, and "loose" characteristics of the obvious, is not conducive to piercing the market in a short time. For new products to market, we must pierce the market, in the short term to create high degree of concern.
"Detonation spread" Another big advantage is the "audience targeted strong", obviously better than the mass communication, mass communication of the huge advertising costs, a large part of the waste on the "piano on the cattle", and "detonated communication" is to pay attention to your People continue to pay attention to you, affecting the surrounding isomorphic circle (consumer group).
Improve the terminal distribution rate to strengthen the terminal vivid
Sometimes enhance the extension of the new product of the visibility may be a great difficulty, such as advertising creative is not ideal, there can not take advantage of the material, may also increase the cost of the high cost, such as media costs remain high. It is better to tilt the limited resources to the path from the opportunity cost. Because an extension of the brand awareness is not high, but that does not enter the retail terminal before the consumer will not be included in the candidate list. However, if the channel is very smooth, the distribution rate is very high, in the terminal display area, there are end rack, end to attract people's attention, POP layout and other terminal vivid work done in place. So, consumers enter the retail point, they will begin to notice the existence of extended products, coupled with the brand is familiar and agree, there will be a high probability of selection.
Marketing promotion of new products and the brand should eventually form a positive interaction. Brand extension successfully promoted new products, and new products successfully started the market, and effectively enhance the brand's visibility.