標題: Marketing Errones [打印本頁] 作者: tasnuba12312543 時間: 2024-11-10 12:43 標題: Marketing Errones Positioning the goods should begin with determining what the product is. Give the buyer complex and incomprehensible explanations of the features of the product, and he will not remember anything in front of you. Remember that simple and intelligible marketing decisions always work better. Follow the Dollar Shave Club or IKEA.
But, unfortunately, intact explanations are not the only mistake of marketers. Often simple things are forgotten and the entire advertising campaign and the revenue item of the company’s budget suffers from this. In order to protect you from waste or loss of money, today we will talk about the most common mistakes of marketers.
Errone 1: We don't know what we'd do
A good example of a failed marketing is the video of the mineral water “Borjomi”, which ends with the slogan: “Borjomi is real water for life”. It is a pity that the manufacturer (and its advertising agency too) did shopify website design not realize what kind of treasure they have. After all, for several generations (water produced since 1890), Borjomi is not just mineral water, a legend, a symbol of health, because this is one of those brands that took a strong position in Soviet times. The manufacturer does not need to raise consumer awareness, you do not need to form the right perception - all this is inherited along with the name of the drink alone. But how does the manufacturer see your product? “The Real Water.” Dubious advertising.
However, the company did not stop there. Since 2019, she began to position her product as the best means for treating headaches, stomach heaviness and other festive New Year ailments. In reality, perhaps Borjomo is that, but was it worth focusing on this side of this product?
What if the company worked in a different direction? For example, she told buyers in advertising that the current Borjomi corresponds to the same one that is still alive in the memory of people. That would be much more effective. Such advertising would cause live emotions in people, awaken memories and forced to smile.
Eriba 2: “You can’t, too”
Many people believe that the main thing in marketing is to convince a potential buyer that you offer the best product or service under the motto: “We are not the first, but our quality is better.” Sometimes it works. However, if you are late with entering the market, then the product “and I too” will simply not be able to compete with those who are also leading. He needs your own, different from all promotion strategies. The product that is brought to the market first has such a strong position in the minds of consumers that its name often becomes a household name for the whole category of goods: Xerox, Pampers, Scotch ... It may seem surprising, but in Polish the word “sneakers” is “adidasy”, that is, literally “adidas”!
The brand leaders have a giant advantage over the rest who only strive to become better than them. People perceive as the best only first, which penetrated into their consciousness, marc. And if you hold on to the approach “and myself too”, that is, the fear of automatically getting into the cetic “stead of the currents”.
