实体店这样运营能爆卖 (邹云锋, 2018)
Brand positioning
- Brands are created through refinement. Michael Jackson represents Coca cola to be a young and energetic brand.
- Needs analysis - objectives, reasons, actions
- Have to be unique either by product, design or value chain such as raw material and production manner
- Give up on ideas that don't work and focus on what works
- Brand segmentation - market analysis, clear target audience. Confirm target consumer, confirm core capabilities
- Be an expert in a specific area. E.g. drink cooling tea when you are heaty and list out all scenarios
- Good product quadrant. Characteristics - produce what products, what features, how fanciful. Audience - target audience, characteristics of your consumer group. Benefits - problems solved, direct benefits to consumers. Value - how our product elevates the value of our consumer, features and emotional value, positioned at what level
- Characteristics of brand - packaging, theme and logo, advertisement requirements, pricing difference, promotional strategies
- Both brand and consumer characteristics must be aligned
Customer experience
- Sell needs based on customer category and not just selling products
- Let customers think they had a huge win by giving surprise discount
- Customer's needs
- Surface
- Fulfilment
- Fulfilling
- Invisible
- Uncover
- Direct
- Like how walkman revolutionalise the music industry
- Power of free
- Incite customers' participation and increase traffic flow
- Direct customers to experience product's speciality
- Strengthen customers' recognition and brand
- Sensory marketing
- The storefront must be loved at first sight
- Showcase the entire product development process
- Free trial
- Sell social scene along with product
- Establish membership
- Detailed management
- Consolidate customers' needs
- Targeted social scene
- Sell a feeling.
- Young attitude.
- Energy
- Dreams
- Courage
- Persistence
- Dashing
- Shopping freely
- Freedom of choice
- Freedom of mind from interior design
- Freedom in product, brand freedom
- Vintage style
- Vintage storefront
- Vintage product
- Vintage service
- One-stop shop customer experience
- Immediately buy, send and fix
- Maximize service coverage
- Immediate actions
- Let customers figure on their own if they are wrong
Product quality
- Cycle
- Good product
- High price
- High profit
- Extensive R&D
- Product differentiation
- High level
- Medium level
- Low level
- Conscious
- Normal
- Expensive
- Quality products
- Slow development
- Deep research
- Continuous improvements
- Focused on details
- Produce masterpiece
- Get feedback from yourself and others
- Create the quality like swiss watch
- Keep doing something repeatedly until you perfected it
- Packaging
- Determine the buying factors
- Past experience and buy habits
Visually pleasant
Creativity
- The more curious customers are, the more they are willing to explore
- Create a star product, control its supply, product sold out, intrigue public's curiosity
- Conditional discounts will further intrigue consumers
- Fix amount
- Certain day only
- Limit to x number per customers
- Create a space for the entire family to attract people of all dimension
- Sell experience instead of products
- Don't let the customers take notice, but take notice of the customers instead
- Focus on their cultural needs and experiential needs
- Product attachments
- Free training
- Free skills
- Free community
- Free activities
- Free advice
- Free recommendation to complimentary products
- Sell the idea of an improved lifestyle
- Our product can help you fulfill your dreams
Be genuine
- The right spirit
- Passionate
- Responsibility
- After service
- Interest of customers
- Hobby
- Pride and something to be proud of
- Something celebratory
- Be diligent
- Think from customer's shoe
- Spare a thought for the customer
- Meet the demand for customer
- Give surprises
- Dig the demand and hidden needs
- Profile and analyse your customers
- Match your customers' hobby and interest
Intrigue the customer and direct them where you want.
- Only complaining people will be customers.
- If you solve a grumbling client, he will recommend your product
- Important
- Listen to customer and find out their deepest needs
- Show empathy
- Upscale your service level
- Pricing methods
- Cost pricing
- Based on demand and urgency
- Based on competitors
- Instead of cheapen your product, let the customer felt he has taken your advantage
- Let the customers be able to express themselves and be spoiled.
- Product characteristics
- Quality
- Prestiges
- Classic
- Young
- Interesting
- Personality
- Fashion
- Limit the products
- Praise customer's foresight
- Choose for the customers
- Gifting strategy
- Gift favour for high value product
- Gift material item for common goods
- Show and not tell, testimonials win sales pitch
- You need fans than members, who will be loyal to the company
- Being quick win the rest
- Fast respond
- Fast delivery/solution
- Fast compensation
- You need fans than members, who will be loyal to the company
Build your integration
- Create collaborative mindset
- Integrate your upstream and downstream, but not merge them
- Grow your data
- Improve integration relationship
- Provide support data to business needs
- Direct operational needs
- Integrate your upstream and downstream, but not merge them
- Grow your data
- Improve integration relationship
- Provide support data to business needs
- Direct operational needs
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