If Aspirin-Marketing treats the symptoms of the crisis, bringing immediate relief to the sales and income, and if the Penicillin-Marketing definitely faces more problems, caring implementation of the formula product / market a step slow, but very powerful strategy to give breath holding is offered from the body of Vitamin -Marketing.
As a tonic, a vitamin-Marketing seeks to develop the company, bringing it to create new products, new markets to imagine, to understand how to aggregate demand and customers, to diversify its business.
Crisis aside, every company needs to improve its product portfolio, find solutions and new retail formats, otherwise the formula business is aging and does not regenerate.
Here are some tips to activate the vitamin-Marketing :
1. You are a which has a strategic planning process or formal marketing ?
If the answer is no, you begin to set the agenda for implementation of a structured planning: Plan, plan, plan!
If you need to employ specialists in marketing.
The idea is brilliant, but we must also carefully crafted product concept and its implementation and organizational management.
Why enter the market without knowing and applying the marketing, is to drive a ship in the ocean without a compass! Still
: Plan, plan, plan!
2. How many products / new services have launched over the past 3 years? How many complementary goods ? many trading up or trading down have made to extend your line?
If the answer is not satisfactory, think seriously about how to install your company in the process of creating and launching new products!
3. Many current consumption choices are driven by the need for austerity and frugality : to save, to have an attitude, more environmentally friendly and aware, to avoid tying up capital in consumer durables, to avoid ostentation.
In connection with these strings of the customer, ask these questions with respect to the concept of your products and system implementation of the same: a.
There is potential to increase the ecological potential of the product / service ? You might think
versions cleaner, more natural materials, a reduction factor of the packaging, product image and quantitative rules that require logistical support or more soft packs, or even formulas for dual-use packaging (package, dual function ).
b. The your product / service can be made simpler, more intelligible, and friendly?
c. You just make sure that the customer always prefers the possession of the property purchased or is perhaps interested in the simple benefits ? E 'unthinkable to propose also the only part rent rather than sell it?
d. The performance of your services or sell products respond adequately to the discretion of the wants of customers, especially if you work in the fields of luxury brands ?
4. Another important trend of consumption linked to the crisis is to provide clients with the ability to customize, manufacture, at least in part, the product / service, both to save money is to reinterpret the role .
For companies this means:
Promote products and services in which consumers participate more actively in the production process .
In relation to these needs, ask these questions with respect to the concept of your products and to implement the same system:
e. your offer for the customer has sufficient degree of customization ?
Try to develop versions of the shelf products and services for mass customers and less attentive, and rougher version, modular and customizable of them, to let customers complete and define themselves, providing at the same time, moderate price reductions!
Involve your customers in surveys, tests : let them participate actively in the definition of the specific product / service, the identification of price ranges; activated game-marketing campaigns for the naming of new products, in practice, if possible, the crowdsourcing!
5. In times of crisis increases the desire of customers to gratify also materially and sensually ; In relation to these needs, ask these questions:
f. your products have an appeal can be made more pleasant or pleasing ? Think
eyesight, hearing, touch, taste.
E 'unthinkable to change forms package, color, weight, to make them more attractive?
g. E 'can increase the sense of satisfaction when the customer enters your store or in your factory ? Small
gifts, samples of your products, coupons, free subscriptions to magazines, movie tickets or events can really make him happy lot, retain and enhance its potential.
h. You can imagine formulas of synesthesia or cross multisensory? The
your product / service could be more full of value, if served with warmer colors, background music, fragrant scents?
i. What can cause the consumer to decide to buy one product over another in the present historical juncture, marked by mature markets saturated, crowded with nearly identical products ?
The power of marketing esperienzale can make a difference:
E 'marketing that you see, feel and touch!
Take an hour to develop these themes and write all your ideas about
6. Another trend is the desire to ride to escape the virtual and live online .
This trend can be exploited in two ways: a.
the development of new types of product technology and computer
b. veicolizzazione of advertising messages through the network and social media communication tools.
In relation to these opportunities fully explored and creatively these guidelines :
· E ' can fill-tech products / services you already held?
· The use of media (CD ROM, DVD, USB drives, movies, dynamic web sites) can expand the buying experience for your customers?
· E 'conceivable use of loyalty card, sign up for newsletters, mailing lists and virtual communities in general, to retain customers, monitor the feedback and propose the most advanced after-sales service?
· The use of call centers, toll-free numbers, by SMS and email alert service content can create more?
7. Another very important trend that you need to take into account is the growing skepticism toward customer companies.
This trend is to qualify and reward businesses that increase the level of information and transparency of products / services sold on and communications.
In relation to these opportunities fully explored and creatively these guidelines:
· your products, services are sufficiently clear and explicit in the benefits that they offer?
• The system is appropriate and reasonable price or the required level is significantly higher than the value offered?
· Customers are satisfied with information received before, during and after the sale?
· The information on labels, packaging, on receipts, site websites are clear, credible and transparent.
· E 'unthinkable to create ad hoc Web pages, blogs, forums, call center, performance and price lists, tickets and packages and intelligible speakers to improve the content of the offer the company?
· E 'conceivable design new products for this information should ?
8. The search of savings is the trend that investigates all possible articles that have the highest the lowest possible price. To properly take advantage of this
typical trend of anti-consumption crisis, ask yourself these questions about the strategies put in place:
· Each line of product / service portfolio This version cheaper and cheaper, sufficiently differentiated?
• If there is no choice, it is conceivable extension of the lines to favor the down-selling brand nell'annacquamento without falling?
· Do you have sufficient assets online and offline initiatives tryvertising ("try before you buy", "try before you buy"), publicizing the product, try doing it in appropriate contexts, so that the recipient can really appreciate and become a future customer ?
• You can effectively use the web technology and online business to lower costs and offer products and services at lower prices, but saving your margins?
• You can think of cheaper modes of communication such as active and passive referrals (word of mouth) to further reduce the load on the advertising budget and lower prices?
· Available adequate samples for your products / services? You can release demo convincing? If the answer is no studiatene implementation in the company's business!
Take some 'time and write all your ideas about it.
soon!
Antonio Ferrandina , Marketing Specialist
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