In the information society, consumers' attention has become a scarce resource. For an enterprise, how to grasp the attention of consumers has become the key to successful operation. Conceptual marketing came into being in the 1990s and became a shortcut for enterprises to win. This is a marketing strategy based on tangible or intangible products. With the help of modern media technology, we promote a new consumption concept to consumers, endow enterprises or products with rich imagination or specific taste and social orientation, thus attracting consumers' attention and recognition, and finally triggering consumers' demand for new products. Emphasis is placed on conforming to the changing trend of consumer demand, introducing new consumption concepts, and making consumers want to buy with the help of mass media.
Advantages and disadvantages analysis: The advantage of conceptual marketing lies in that with the help of a brand-new concept, consumers can quickly understand and accept one or several products, thus expanding the sales and popularity of enterprises. However, many enterprises often don't know how to define their own products and what kind of product concept to use to meet the needs of consumers. They always expand or transfer their own product interests, resulting in the dislocation of product market and product concept, which makes enterprises passive in marketing activities.
Classic case: When the competition in the SPA market is fierce and the major manufacturers focus on creating their own SPA brand stories and treatment features, the 3-SPA model of Xiuyuantang is to subdivide products by club SPA, office SPA and family SPA, and adopt different development strategies for different groups of people, with clear selling points and easy to attract consumers' attention.
Reporter's comment: The professional market segmentation of Xiuyuantang not only makes it famous and profitable in the market, but more importantly, it provides a new marketing idea for people in the industry. Taking different strategies for different consumers has always been a bottleneck in the beauty industry. However, if enterprises want to truly occupy a place in the market, they must not only stand on their feet, but also stand on their feet and really think about them, so as to gain a firm foothold and be invincible.
◎ Service marketing ◎
A service is an activity, benefit or satisfaction that is used for sale or sold together with a product. Then the beauty company is not only providing beauty products for consumers, but also providing consumers with a service that can make consumers more "beautiful"! This should not be a verbal uproar, nor a simple strategy, but a commitment, a connection, a enjoyment, and a due contribution to consumers.
Advantages and disadvantages analysis: the beauty industry itself is a service industry, and advocating service marketing is of great significance to improve the service awareness and service ability of employees. But the key lies in the selection and use of personnel. As Zhong, the chairman of keeping pace with the times Medical Technology Co., Ltd. said: "Service marketing is a deeper marketing, focusing on value chain management centered on customer satisfaction. Starting from product quality, to pre-sale, in-sale and after-sales service, according to the requirements of the winning terminal, we can make a fuss about the details in order to establish corporate brand awareness. "
Classic case: Celera Wuhan Branch held a terminal friendship meeting with the theme of "Parenting Education" on April 2nd. At first glance, parenting education seems to have nothing to do with beauty. But as the organizer of the event, it has its own reasons: "This is a way for us to communicate with consumers, because we always need to know what the psychological demands of customers are at the moment." After the Ma Jiajue incident was exposed, children's education once again attracted people's attention. The venue of 500 people was packed. After the meeting, many beauty salon owners expressed their interest in this course and were deeply touched. "The Ma Jiajue incident made many beauty salon owners pay more attention to children's education, so we specially invited Zhang Yunhua to talk about parenting education. For the sake of consumers, it embodies a pragmatic culture and is also the corporate culture of Celera Wuhan Branch. At that time, no products were promoted, but many people put forward renewal cards and began to consult products. In fact, not pushing products at the meeting reflects a kind of service. Service marketing, first service, then marketing. " Hong Xinzhong, manager of Wuhan Zhongxin Beauty Cosmetics Company, said.
Reporter's comment: This marketing activity of Celera Wuhan Branch found a good starting point, that is, using news hotspots to build a platform to promote enterprise service marketing. Of course, there is a contradiction between providing services according to the needs of consumers and providing services according to the current situation of enterprises, so enterprises should balance this contradiction and find an effective way to pursue a "win-win" result.
experiential marketing
The formation of buyer's market makes consumer demand present some new characteristics. In the consumption structure, the proportion of emotional consumption has increased; Content, personalized demand has increased; On the value goal, pay more attention to the feeling when accepting the product; From the way of accepting products, consumers actively participate in product design and manufacturing, and the consumption process becomes an experience process. Experiential marketing strategy focusing on customer experience has become an inevitable choice for enterprises in the new period. It takes satisfying consumers' experience demand as the core, integrates "experience" factors into marketing strategy, brings new value to consumers and enriches the content of customer value system, which has become an important strategy for enterprises to win competitive advantage in the era of experience economy. It is the most powerful secret weapon in the marketing war of 2 1 century, which can quickly narrow the distance with consumers and enhance the brand competitiveness.
Advantages and disadvantages analysis: With the increase of consumers' perceptual proportion, experiential marketing plays a more and more prominent role in the market, narrowing the distance with end consumers. But from another point of view, there are too many consumer experience links, and enterprises and businesses are easily overwhelmed by entertainment.
Classic case: In April 2004, the "experience" happy trip was a model of experience marketing. The company invited more than 0/00 agents and franchise store managers from all over the country to gather in Zengcheng Baihua Mountain Villa. During the four-day closed training, the dance ranged from the dynamic interpretation of enterprises in Ke Mei, Shi Mei, to the poetry recitation performance created by the store manager himself. From wonderful expert lectures to wonderful paper awards; From the climax of interesting knowledge quiz to the display of youthful and fashionable "cell spa" products; From the surprise birthday party of the franchise store manager to everyone's "dream come true" graduation ceremony ... it can be described as colorful. While fully experiencing excellent products, everyone shared the added value of brand transmission.
Reporter's comment: The professional training of British and American experiential marketing is based on the beauty industry, surpassing the pure beauty industry; Not only have professional theories, but also pay more attention to refining and summarizing the operating experience and methods of the whole industry. Based on experience, it emphasizes communication with consumers and touches their inner feelings and emotions; Create experience to attract consumers and increase the added value of products; Through the establishment of brands, trademarks and slogans, the overall image will be shaped and recognized by consumers.
◎ Knowledge marketing ◎
In the era of knowledge economy, the focus of enterprise management will shift from production to research and development, and from the management of tangible assets to the management of knowledge. At the same time, the marketing methods of enterprises will inevitably turn to a higher level, that is, knowledge marketing will become an important marketing method for enterprises to obtain the market. Knowledge marketing enables customers to learn new knowledge while consuming and increase the knowledge content of marketing activities; Excavate the cultural connotation of products and pay attention to the conceptual value of * * * with consumers; Form a marketing relationship with consumers at the structural level; Conduct targeted sales training for customers. Advantages and disadvantages analysis: knowledge marketing pays more attention to the practicality and innovation of knowledge, and pays attention to imparting basic medical knowledge that beauticians lack, thus improving professional knowledge; But the disadvantage is that the method is relatively simple and requires expert intervention.
Classic case: Dafang Yongjia Company has continuously increased the training of professional lines in recent two years, and further deepened it as a part of corporate culture. Vigorously promote the full-time training system of brand managers and the development system of emotional intelligence incentive potential of employees in the industry, and then further upgrade to the future model of "enterprise-dealer-beauty salon", which will be gradually promoted and advocated throughout the country. Many beauty salon marketing forums have been successfully held in more than a dozen provinces and cities, and innovative knowledge learning courses of "Happy Learning, Happy Making Money" have been advocated. This company helps beauty salon owners to improve their management quality and performance, pays attention to the personalization of training, greatly mobilizes the subjective initiative of students, and makes the management ability, planning ability, professional knowledge and marketing knowledge of beauty salon owners get professional guidance and enrichment.
Reporter's comment: knowledge training can retain talents better than salary increase, and it can retain smart dealers and beauty salon owners with development vision better than giving huge promotional items. Dafang Yongjia Company found a way to quickly integrate into dealers and beauty salons, which not only benefited all three parties, but also enriched its knowledge in the whole marketing process.
◎ Emotional marketing ◎
Emotional marketing takes consumers' personal emotional differences and needs as the core of enterprise brand marketing strategy, and realizes the business objectives of enterprises through emotional packaging, emotional promotion, emotional advertising, emotional word of mouth, emotional design and other means. It pays attention to the emotional interaction with customers and consumers, and enhances communication with customers through various salons and clubs at the beauty salon terminal. This is very necessary when some medium-sized enterprises want to improve their corporate image quickly.
Advantages and disadvantages analysis: strong sales force; It plays a great role in helping beauty salons to carry out terminal activities, improving psychological communication with customers and maintaining emotional relations with customers. As Liang Zhicheng, general manager of Guangzhou Fashide Women's Cosmetics Co., Ltd. said: "Emotional marketing relies on emotional appeal to sell products, which can grasp the psychology of consumers and is suitable for one-on-one appeal. The market recognition is good, but the disadvantage is that there are many people who need it and the cost is high. "
Classic case: Mei Jian Club has been maintaining the relationship between managers and employees, employees and customers with super emotion. The owner of the club may not be a technician, but he is a real manager. He will carry out his own rules from beginning to end and run his own club in the way of running a business. The interior decoration is full of emotional appeal and rich cultural atmosphere, and with soothing and relaxing music, customers can completely relax physically and mentally, showing an unrestrained state. In terms of product sales, the biggest difference between it and traditional beauty salons lies in: introducing each other with services and customers, and selling with contacts. Have a clear organization for customers and benefit them. As an enterprise, seeking benefits is the first attribute, but it is not the only attribute. "Slimming Men and Women" Mei Jian Club also brings its social responsibility into its business scope. This social responsibility determines that it must operate for a long time. A team of beauticians with high quality and excellent skills can not only shoulder this heavy responsibility, but also develop and grow continuously. Under the shadow of this comprehensive humanistic emotion, there is a heart-to-heart voice between customers and employees, which makes the performance of beauty salons show a steady upward trend.
Reporter's comment: It should be said that "slimming men and women" Mei Jian Club is a successful enterprise using emotional marketing. But emotion is an intangible thing, and it can't make customers get tangible benefits. At this time, beauty salons should pay attention to technology first. Only by paying equal attention to both can we exert the greatest power of emotional marketing.
◎ Educational marketing ◎
The marketing of beauty industry has always been closely related to education and training. From the rise of beauty technical training in the early 1990s, to the popularity of beauty concept training in the late 1990s, and to the expansion of today's beauty culture education, the objects and contents involved in this marketing model with training and lectures as the main form have also changed and improved greatly. From the initial training of beauticians' skills to the training of agents, terminal beauty salons' quality and marketing management ability, the form is more and more vivid and the content is more and more, and it is gradually moving towards multi-level and all-round. Many enterprises spare no effort to provide marketing services to customers from the source of education. On the one hand, they vigorously promote corporate culture and product knowledge through this form, on the other hand, it is more important to stimulate their enthusiasm for signing bills and promote sales by meeting customers' learning needs.
Advantages and disadvantages analysis: Educational marketing continuously spreads product knowledge and management knowledge to the audience, which enhances the influence and sales power of enterprise marketing and improves the quality of industry personnel. So from the starting point and audience psychology, it has a unique advantage. However, it will take a long time to put this marketing model into practice. Enterprises should not only have long-term development planning and determination, but also have the courage to implement a virtuous circle and long-term development strategy. At the same time, we must ensure that this kind of education is worthy of the name, reflects the guidance of scientific authority, and cannot be superficial. "Education sets the stage, attracting investment and singing opera", otherwise the loss outweighs the gain.
Classic case: The education and training of international beauty institutions in Ni Hui, Guangzhou has been going on, especially from 2003 to 2004. They hired excellent marketing management experts such as Ping Jiang of Kerong Company and Zhao Minghua, an emotional marketing expert, to conduct all-round beauty training for the national market elites, including sales, management, learning and interpersonal relationships. After that, we conducted a systematic training for the national market elites in Guangdong University of Finance and Trade for half a month with great manpower and material resources. From product knowledge to promotion, from store management to market answering, from psychological adjustment to creative thinking, from enterprise execution to sales cycle skills training for key customers, Ma, Jiang Ping, Zhu Li 'an taught by example. In March, 2004, the company carefully organized the "strategy of creating wealth in an all-round way-the second interactive exchange forum for manufacturers in Ni Hui (2004)", and the market response was very good.
Reporter's comment: The educational marketing case of Ni Hui International Beauty Agency is a successful combination of education and training and business philosophy. The authority of invited experts, professors' popular courses, and strong planning and execution are all their successes. The most commendable thing is that the company's philosophy is to operate marketing as a systematic project, rather than a simple means, and cultivate customers' trust and loyalty to manufacturers. Therefore, it is not difficult to do educational marketing, but it is difficult to persist.
◎ differentiated marketing ◎
Homogenization in the beauty industry cannot be ignored for a long time. No matter the product concept, name, packaging, promotion means and marketing mode, they all show the same and following development trend. However, when the whole beauty market changed from seller's market to buyer's market, the marketing system and concept of producer-centered enterprises changed fundamentally. Do enterprises need to rely on their own technical and management advantages to produce products with better performance and quality than the existing market level, or reduce neon and pollution in sales through distinctive publicity activities and flexible promotion methods? Scar? What are you afraid of embarrassing yourself? Hey? Say that shepherds have bugs and u have big plants? Scratches? J sword? Is it true that shells choke people? Huan? Glycosides? Health and safety? Are you happy? br & gt
Advantages and disadvantages analysis: the real differentiated marketing is to concentrate superior resources, avoid the mainstream way, and create product concepts or sales channels in a unique way on the basis of understanding information such as product characteristics, circulation channels, efficacy technologies and promotion resources, so as to achieve the effect of surprise. The biggest advantage of its successful operation is to gain market recognition and share quickly, which is easy to form resource advantages. But it is worth noting that it is easy to be imitated by followers and become mediocre, and even become a victim of cultivating the market.
Case: The marketing channels of body-shaping underwear in China are usually TV shopping, specialty stores, department stores, beauty salons and direct sales. However, the marketing strategy of "Slim Beauty" brand is quite distinctive. First of all, it is different. Its first underwear, marked by selling $680 in Japan, has formed three production bases in Malaysia, Thailand and China, spreading its advanced marketing concept of "selling underwear is selling body" internationally. Then, in the domestic market, TV shopping, telephone, website and mail order are the branch lines of communication and sales, and specialty stores and department store counters are the auxiliary windows. In the terminal market, the "free speech sales with goods", which is mainly based on gyms and beauty salons, has blossomed in an all-round way and completed the witty marketing of "building a smooth road and sneaking into the warehouse" in one go.
Reporter's comment: Differentiation strategy is the choice after comparing with competitors, and it is a dynamic control process. Exploring new breakthrough points from communication channels and sales channels is the genius of Slim Beauty. It is also ingenious to integrate and rationally arrange various marketing methods, which not only has the perfect combination of complementarity, but also has the effect of standing out from the crowd. Differentiated marketing needs all kinds of innovations to realize the differentiation of products, images, sales and services.
◎ Direct selling ◎
From health care industry, daily chemical line to make-up line, people pay great attention to direct selling. Amway and Mary Kay are typical cases of successful direct selling in China. Through face-to-face communication, professional service and profit multiplication, they have achieved amazing results. Now many beauty companies are trying this model, but few really succeed. Some people even question whether direct selling is suitable for China's facial makeup market.
Analysis of advantages and disadvantages: Direct selling is a distribution model, with a clear target customer base, no intermediate sales links or minimizing intermediate links, which can measure the sales effect, and enterprises can use sales personnel to directly sell products. It can be said that at present, there is no model that can combine employees' entrepreneurial passion with product consumption so closely as direct selling. No marketing model can achieve the ultimate communication efficiency like direct selling. However, judging from the current market situation, direct selling has not yet formed a climate, and many consumers easily confuse it with illegal pyramid schemes, resulting in resistance. With the promulgation of the National Direct Selling Law, in the next 10 year, direct selling is likely to become a golden touch to promote new wealth.
Case: Shengyuan's current mode is a combination of traditional American business model and direct sales model. Put forward the slogan of "new marketing concept of beauty industry-jumping out of beauty salons and managing beauty salons" to solve practical problems for beauty salons. During the 20th US Expo, it made amazing achievements in attracting investment, which can be regarded as a typical case of beauty companies performing well in direct sales.
Reporter's comment: It may not be realistic to operate a professional online market simply by direct selling mode. The practice of the Holy Alliance shows its wisdom. The combination of direct selling and some basic conditions of facial makeup marketing not only makes full use of the unique advantages of direct selling mode, makes up for the shortcomings of traditional marketing, but also retains the essence of traditional marketing and is well versed in the integration and utilization of resources. However, the success of an enterprise does not prove that this model is necessarily suitable for this industry. We can only give time to prove this controversial issue.
I. Purpose of the activity: Explain the current market situation and the purpose of the activity. What is the current market situation? What is the purpose of this activity? Is it dealing with inventory? Is it to increase sales? Is it to crack down on competitors? Is it a new product? Or enhance brand awareness and reputation? Only when the purpose is clear can the activity be targeted.
Second, the target audience: is the activity aimed at everyone in the target market or a specific group? What is the scope of activity control? Who is the main target of the promotion? Who is the secondary target of promotion? Whether these choices are correct or not will directly affect the final effect of promotion.
Three. Activity theme: In this part, we mainly solve two problems:
1, determine the theme of the event.
2. The theme of packaging activities
Price reduction? Price discount? A gift? Lucky draw? Gift certificate? Service promotion? Demonstration and promotion? Consumer credit? Or other promotional tools? What kind of promotion tools and themes to choose should take into account the objectives, competitive conditions and environment of the activity, as well as the budget and distribution of promotion expenses.
After determining the theme, it is necessary to "pull the tiger skin as a banner" as artistically as possible, dilute the commercial purpose of promotion, and make the activity closer to consumers and more impress them. A few years ago, the "Sunshine Action" of Aiduo VCD was a classic, which packaged a simple price reduction promotion action into a caring action to safeguard consumers' rights and interests.
This part is the core part of the promotion plan. We should strive for innovation and make the activity shocking and exclusive.
Fourth, the way of activities: this part mainly expounds the specific way of activities. There are two important issues to consider:
1. Determine your partner: Do you want the government to support you, or do you want to sell your own "dog meat" through the media? Does the manufacturer act alone or jointly with the distributor? Or is it jointly promoted with other manufacturers? Cooperation with the government or the media will help to build momentum; Combine with dealers or other manufacturers to integrate resources and reduce costs and risks.
2. Determine the degree of stimulation: In order to make the promotion successful, it is necessary to make the activity stimulating and stimulate the participation of the target object. The higher the degree of stimulation, the greater the reaction to promote sales. But this stimulus also has marginal effects. Therefore, it is necessary to analyze and summarize the promotion practice, and determine the appropriate degree of stimulation and the corresponding cost input in combination with the objective market environment.
5. Time and place of activities: Choosing the right time and place of promotional activities will get twice the result with half the effort, and improper selection will be thankless. Try to let consumers have free time to participate, and make the location convenient for consumers, and communicate with urban management, industry and commerce departments in advance. Not only is the timing and place of the promotion important, but how long it lasts and the best effect is also important. The duration is too short, and repeated purchases cannot be realized within this time, and many benefits that should be obtained cannot be realized; If it lasts too long, it will cause high cost, the market will not be hot, and the value of customers will be reduced.
6. Advertising cooperation mode: A successful promotion needs all-round advertising cooperation. What kind of advertising creativity and expression do you choose? What kind of media hype do you choose? These all mean different audience arrival rates and cost inputs.
7. Pre-preparation: The pre-preparation is divided into three parts.
1, personnel arrangement
2, material preparation
3. Test scheme
In terms of personnel arrangements, it is necessary to "everyone has something to do and everything is in charge", and there can be no gaps and overlaps. Who is responsible for communication with the government and the media? Who is in charge of copywriting? Who is in charge of site management? Who is responsible for distributing gifts? Who is responsible for customer complaints? Every link should be considered clearly, or you will be in trouble if you get cold feet and lose sight of one thing.
In terms of material preparation, everything from vehicles to screws should be listed, and then counted according to the list to ensure foolproof, otherwise there will be a hectic scene. More importantly, because the activity plan is determined on the basis of experience, it is necessary to carry out necessary experiments to judge whether the selection of promotion tools is correct, whether the degree of stimulation is appropriate and whether the existing channels are ideal. The test method can be to ask consumers, fill out questionnaires or try a scheme in a specific area.
Eight, medium-term operation: medium-term operation is mainly activity discipline and field control.
Discipline is the guarantee of combat effectiveness and the prerequisite for the perfect implementation of the plan. In the plan, all aspects of participants' discipline should be specified in detail.
On-site control is mainly to arrange all links clearly and make them busy and orderly.
At the same time, in the process of implementing the plan, we should adjust the scope, intensity, quantity and focus of promotion in time to keep the promotion plan controllable.
Nine. Late continuation
The late continuation is mainly a matter of media propaganda. In which media will the incident be followed up? Melatonin is a master in this field, even if it is a less successful promotion, it will be on fire in the media with unprecedented pomp.
X. cost budget: without benefits, there is no meaning of existence. The cost input and output of promotional activities should be budgeted. At that time, the "Sunshine Action Plan B" of Aiduo VCD ended in failure because there was no budget for the cost. It was not until afterwards that it was discovered that the planning company had no financial support at all. A good idea is not enough for a good promotion.
XI。 Accident prevention: Every activity may have some accidents. For example, the intervention of government departments, consumer complaints, and even the sudden change of weather have made it impossible to continue outdoor promotion activities. Necessary human, material and financial preparations must be made for all possible accidents.
12. effect prediction: predict what effect this activity will achieve, so as to compare it with the actual situation after the activity, and summarize the success or failure from the aspects of stimulation degree, promotion opportunity and promotion media.