How to promote the marketing of new brand products?

Starting new projects and launching new brands, whether start-ups or large enterprises, are common things. How easy is it to build a new brand? I don't know how many new brands and products are launched nationwide in a year, and how many survive? There are only a handful that have developed and grown. First, the listing of new brands is difficult, and the channels are not worried about selling. New products and brands have been put on the market, and dealers and other channels have never heard of you. If people want to make money, display resources are limited. Why risk giving them a new brand they have never heard of? Second, no one wants to buy it. Even if you give the channel enough profit margin, get the dealer and put it on the shelves, consumers are likely not to buy your account. How many people are willing to risk buying because they have never heard of it? Three difficulties, tight resources. Products are not sold in large quantities, there is no sales volume and no profit, only input and cost. Most enterprises have very limited budgets for new product promotion, so they can't give strong support to communication and promotion. Second, conquer the three major 1 1 weapons whose sales volume is difficult to double, set the road of a thousand miles brand, and take the first step in positioning. The so-called brand positioning is to find the differentiation advantage of the brand and configure the marketing 4P of products, prices, channels and promotions around this differentiation. Only in this way can we build the unique competitive advantage of the brand, thus get rid of the homogenization competition and realize the priority choice of customers. Good positioning can occupy a clear concept in the customer's mind. For example, BMW's ultimate driving, Volvo's safety, Wang Laoji's fear of getting angry and drinking Wang Laoji, Head & Shoulders' dandruff removal, and the boss's range hood have great suction. Good positioning can make the whole marketing around a core, clear and highly consistent. For example, in the door lock industry, the positioning of the famous door is "silent door lock". As a category pioneer, the marketing of Mingmen is very clear, and every link is spreading and strengthening the concept of "silence". Appreciate the systematic marketing of famous artists around the concept of "silent door lock", spread pictures around "silent", brand stories around "silent", the external image of "silent" shops and the real experience around "silent" shops. 2. Give the brand a good name. Marketing guru trout said: The only marketing decision you can make is to give your brand a good name. Brand is a name at first, and that's what customers finally remember. Enterprises spend so much money on publicity, and the investment eventually falls in name. A good brand name can save half the communication cost of an enterprise, while a bad brand name wastes more than twice the communication cost of an enterprise. How to name a good brand? Look at the long article of Lao Liu WeChat official account, "How to get a brand name worth millions?" Look at this dry goods is enough! 3. The best tool for naming products to meet customer needs. Customers judge the functions and uses of products according to their names, such as "Anshen Bunao Liquid, Paidu Yang Yan Capsule, Xiaoer Feire Kechuan Oral Liquid and Shenbao Tablet", which are all good product names that can directly meet customers' needs. A good product name is a prerequisite for successful listing. Some products have seen a big increase in sales just because they changed their names, such as "margarine VS vegetable butter" and "Kiwi VS China gooseberry". 4. Building a core single product The core single product is a product used to support brand differentiation and cognition, and it is a fist product that fights the world. For example, Master Kong's original "braised beef noodles, Wang Laoji red cans". For example, when Xiaomi was first launched, the core product was "Xiaomi 1". After success, Xiaomi 2, 2A and 2S were launched one after another. In the early days, only one or two models were launched every year. Xiaomi can maximize the limited resources by focusing on single products. The early Xiaomi 1 and Xiaomi 2 had obvious advantages in hardware configuration, performance and price, and the word-of-mouth of users broke out, which drove the sales to take off. 5. Determine the source customer base. The source customer base is the most accurate customer base of the new brand. The differentiated value advocated by the latest brand is the most interesting. It can tolerate the imperfection of the product, produce no negative word of mouth, and produce positive word of mouth. It is best to choose high-potential people as the source group, because these people have a demonstration effect on the public, and most people are used to imitating the lifestyle of high-potential people. People with high potential energy can be high-end people, enthusiasts, young people and middle-class families. For example, when Xiaomi just caught fire, its source crowd was enthusiasts who were keen on electronic products, and this group of people had a demonstration effect on the general population. For example, the source population of Wang Laoji is young people who like to eat Sichuan cuisine, Hunan cuisine, hot pot restaurants and barbecue shops. 6. Determine the source market. The source market refers to areas with many source customers or areas where competition is not fierce. These areas have soil suitable for the growth of new brands. When choosing a tourist market, we should try our best to choose a market with high potential energy, which is a model market for other markets. The market with high potential energy point can be a high-grade city, and the higher the city level, the greater the impact on other regions. The lifestyles of first-and second-tier cities have a strong demonstration role for other cities. For example, a brand making slag noodles has 50 stores in Beijing, which is much more advantageous than the distribution of 50 stores nationwide, because it can claim to be a popular brand of slag noodles in Beijing. The market with high potential energy point can be a typical city. In addition, choose typical cities as tourist markets. Some products are naturally accepted in some markets. For example, the health care products in the south of the Yangtze River with good economic conditions and heavy health care concept are better than those in the northern market. For example, the first choice of melatonin is Jiangyin, a typical city of health care products. Shi Yuzhu first concentrated personnel and funds in a county, invested 654.38 million+in advertising fees, detonated the local market, and successfully played a "blue ocean of marketing" in the health care products market in the Red Sea. 7. Finding the source channel Source channel is the best channel to accurately cover the source population. Through this channel, we can reach the source crowd most effectively, enhance brand awareness and realize product sales. A good source of goods can endorse the product, and the customer's cognition of the new brand also depends on where he saw the brand. The clothing store next to Hermes is definitely a high-end brand, and the clothing store brand next to Mason is definitely not high-end. For example, whenever Xicha goes to a city, it will be opened in or next to the best local commercial area and the best shoppingmall. When the brand's high-end cognition is deeply rooted in people's hearts and opened in other places, it will not affect its high-end cognition. Including Coca-Cola, which has just entered the China market, is now a star-rated hotel and a large shopping mall in first-tier cities, and is slowly moving towards grocery stores in third-and fourth-tier cities. When it arrived at the grocery store, Coca-Cola and Huang Fen Cola were all gone. 8. Pay attention to the use of public relations. Public relations has higher credibility than advertising. Consumers can achieve better results through an event or seeing the public positive reports of the media than the brand itself. Moreover, the cost of good public relations is relatively small, which is suitable for the shortage of resources in the source period. For example, when 100% Lycium barbarum juice went on the market, the famous AV Aoi sora spoke for it. Free of charge, it attracted many media reports and produced a good public relations effect. 9. Source advertising and public relations are two brushes of communication, and neither can be less. Public relations should be the main source period, but advertisements should also be put in properly. Source advertisement is the advertisement that pleases the source people most. The advertising goal of the source period is to activate the needs of the source population, so the advertisement is informative, mainly to directly inform the functional benefits of the product. For example, when instant noodles are just served on the table, the advertising creativity is to tell directly that they are "very convenient noodles" in the form of advertisements. The picture shows a pair of chopsticks sandwiched in a bucket of instant noodles, accompanied by delicious sounds. 10. Identify the source media. Every media has its own suitable environment and targeted people. It is necessary to do a good job in media analysis and find the source media that can best achieve the communication goal of the source point period. The source media is the media that matches the life path of the source population, and you can choose the concentrated delivery with high contact frequency. Schematic diagram of user media contact path 1 1. Active terminal display sales terminal is the battlefield for goods to compete for consumers' eyeballs and banknotes. A good terminal display is a talking, expressive salesman with strong static sales force, which can quickly win the attention and trust of consumers. POP (point of sale advertisement) is an indispensable element of terminal vividness, including eyebrow board, side board, price tag card, display experience board, shelf light box, floor sticker, escalator sticker, cashier sticker, floor display, promotion desk and so on. A good terminal display is eye-catching and the sales force is bursting. For example, below. 12. Clever use of promotional advertisements is a pulling force for consumers. Want to quickly increase sales, but also push, that is, promotion, promotion can lower the threshold for consumers to try to buy. Push and pull can sell well. There are many ways to promote sales, including "samples, beginners' editions, samples, value-added packages, discount coupons, refund coupons, gifts and lucky draws". For example, when a new brand of olive oil was just listed, the fist product was 5L, and the sales volume was extremely poor. Later, it was changed to 0.5L, and the sales volume was greatly improved. Review of core content: there are three difficulties in listing new products: First, the channels are not sold. Second, no one wants to buy it. Three difficulties, tight resources. 1 1 A weapon with double success rate: positioning brands, naming brands, naming products, building core products, identifying sources of goods, customer groups, identifying source markets, identifying sources of goods, paying attention to public relations, advertising sources, activating terminal display, and skillfully using your favorable comments for promotion are the best encouragement for Lao Liu! System marketing dry goods sharing, all in the official account of Lao Liu WeChat 30 Liu Ji ID:sslj36 This article has been carried out in copyright registration. If you need to reprint, please send a private letter to Lao Liu.