Brands can provide a strong pull for marketing, and most companies know it, and they have also done a lot of brand building projects. However, marketing activities can also play a role in promoting the construction of the brand, and not many people know and value it. In the eyes of many corporate people, branding is to spend money, and marketing is to make money. Therefore, using part of the money earned by marketing, investing in brand building, and using brand to further promote marketing will become a consensus. .
In fact, the promotion of marketing to brand building is not only reflected in the direct support for brand building, but also in the marketing process, using various means to add points to your brand, and these marketing methods are not You need to invest extra money to achieve your marketing goals while achieving your branding goals.
Zhengzhou area agents of a fast water heater brand, while doing all kinds of sales and after-sales service, are also often obliged to solve other problems for consumers. Once, a consumer left the key at home and could not go home. In a hurry, he called the agent's service phone for help. The agent did not reject it because it was not a product problem, but immediately took two after-sales personnel, put on the brand's overalls, and drove to the consumer's community. They communicated with the consumer's upstairs neighbors and entered the consumer's room through the balcony, opening the door for him. In the process, it attracted many people from the community, the agent took the opportunity to introduce the brand of their agent, coupled with the branded work clothes, so that more people know and believe the brand. And similar things that the agent often does, the result is that the brand's popularity and reputation have increased, and the brand has become an industry brand in Zhengzhou.
The above agent's approach is to use marketing methods to achieve extra points for the brand. So, what are the ways to use the marketing method to add points to the brand?
First, the sales process
We know that pure marketing activities are not available, and marketing activities that sell products in order to sell products will not succeed. Because, in the marketing process, all the time, they have branded their own brands. Especially in today's product homogenization is very serious, different brands are selling the same quality products. What are the criteria for consumer choice? That is a different brand.
In the store, the promoters are very important brand promotion work, from the greetings and greetings from the customers to the counters, to the detailed explanation of the products and brands, to the farewell after the transaction, the promoters are the leader and execution of this process. By. If the consumer is in front of the counter, you will not hesitate to talk about it, and the consumer will leave without saying a word. Consumers' impressions of you and even your brand will not be good. In this way, you have done a subtraction for your brand building.
I went to the computer city to buy a laptop computer, first went straight to the Lenovo brand area, but met a promoter. After the author asked two questions, I was obviously impatient. When asked, it was a sentence: "You Look at the product introduction yourself." The author was depressed, and since then, in the heart of the Lenovo brand has a flaw.
Second, in the promotion activities
Regardless of how much sales are being sold, there is always a goal to promote your brand. Moreover, regardless of the good or bad effect of the activity, in the summary report, there is a saying that the promotion has achieved the purpose of promoting the brand and enhanced the brand's popularity and influence.
The fact that the brand's propaganda effect has reached no, I don't know. This effect cannot be specifically measured, but can be circulated through objective data. Then, how can we do the specific effect of brand promotion?
As with promotional products, first of all, we must prepare materials. The materials for displaying brand image such as leaflets, roll-ups, background printing, etc. must be adequately prepared and in place. The number of leaflets issued is a testimony to the effectiveness of brand promotion;
Secondly, the personnel must be in place, there are tents and piles, there are propaganda materials, but no one is explaining and propaganda, the effect is very small, when consumers hold your leaflet to further understand, if there is no commentator Then, their approach is usually to put a single sheet into a ball and turn it into a trash can. Third, some details of the activity should be noted, the demonstration table should be clean, the product should be placed in order, and a messy promotion. On the spot, the impression that the front is given is that the brand is not formal and not trustworthy.
Third, after-sales service
After-sales service is an important part of marketing activities and an important platform for brand building and promotion. Haier’s “sincere and forever†is deeply rooted in the people’s heart from the perfect and timely after-sales service. Therefore, enterprises can not regard the after-sales department as a department that can only find trouble, install two telephones, arrange two pick-up students, and attach great importance to it.
Because your product is not perfect, you need to upgrade, or replace parts, these need after-sales support. When a consumer calls because of your product problem, his tone is usually not very good, you have to patiently explain to him, and arrange personnel to solve it in time. If more than two times, the consumer's problem has not been resolved, then your brand image will inevitably be affected.
Consumers have their own social groups, your after-sales service is not good, so that he has a great impression on your brand, and his views on your brand will be passed on to more people through his social interaction. . Never ignore the energy of consumer word-of-mouth advertising, because when a consumer passes a bad impression of your brand to his social group, the transfer is not over, but will be passed to the group through More groups! Some experts have pointed out that one person can directly affect 27 social people, and the number of indirect influences can exceed 300!
Therefore, pay attention to the quality of your after-sales service, a good after-sales service can add 300 points to your brand, on the contrary, a poor after-sales service can also reduce 300 points for your brand. The simpler thing is to do it. There is no charge during the warranty period. If the warranty period is outside, a reasonable fee will be charged.
Fourth, after-sales service
In addition to after-sales service, that is, the agent mentioned above, in the premise of resources and conditions, to provide consumers with help not to belong to the brand after-sales service, such as free installation for consumers is not their own brand Products, unlock the door for consumers, and more. When you are doing these things, the brand image you represent will naturally be recognized by consumers.
Therefore, the construction of brand image is not only based on the amount of advertising investment, how many times the press conference has been opened, how many media resources are available, but also in your marketing activities, injecting brand ideas into all aspects of marketing activities. The means of marketing add points to your brand. In this way, the construction of your brand will go faster and further.
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