How to create a brand

Conference marketing came into being in the late 1990s and developed rapidly at the beginning of this century. Many star enterprises such as Tiannian, Zhenao and Zhongmai have emerged. With its advantages of low cost and high output, conference marketing has attracted many pharmaceutical and health care products companies to follow suit. For a time, conference marketing has almost become synonymous with the operation of health care products market. In recent years, due to the excessive overdraft of the market, the increasing rationality of consumers and the restrictions of government departments, conference marketing has lost its former scenery and shown a cooling trend. Practitioners generally express the feeling that conference marketing is difficult to do.

How to improve the conference marketing effect? What is the prospect of conference marketing? Where is the way out? It has become a problem discussed by medical and health care product marketers.

We believe that the fundamental essence of marketing is to meet the needs of consumers more effectively than competitors. The essence of marketing is demand management, the real basis of marketing is to understand consumers, and the "golden key" to win the market is to accurately grasp the hearts of customers. The basic process of marketing is to find the corresponding consumers of products and adopt strategies to make them long-term loyal consumers of products. In this era of pursuing individuality, conference marketing can provide incisive, affectionate and personalized services, accurately locate target customers, meet customers' needs, stimulate customers' desire to buy, and thus quickly start the market. The interactive communication mode of conference marketing can represent the development direction of marketing to a certain extent. It can be seen that although there are some problems in conference marketing at present, it is not enough to affect the development prospect of conference marketing. This problem is just a growing pain. As long as we can correctly guide and standardize the operation of conference marketing, and constantly upgrade, we will surely usher in a brand-new tomorrow.

Here, the author puts forward three major directions of conference marketing upgrade, and discusses them with people in the industry.

First, brand upgrade.

At present, there is a general lack of trust in the medical and health care products market. In the final analysis, the problem of taking orders, meeting and attacking orders in conference marketing is distrust. The fundamental purpose of marketing is to make consumers have full trust and confidence in our products or services, so as to urge them to buy and ultimately bring us profits. Trust is a bridge. Only by building trust can consumers successfully accept our products and services. Brands bearing consumers' trust and peace of mind will play an increasingly important role in conference marketing. For consumers, brands can bring hope, reduce risks, choose with confidence, and help to achieve functional and emotional satisfaction. For enterprises, brand means higher loyalty, lower sales cost, more convenient marketing, and more extensive dissemination of the culture created by enterprises intentionally or unintentionally.

Enterprises produce products and consumers buy brands. Creating brand value is an effective way to enhance consumer value. Creating brand value in conference marketing should include three aspects: use value, service value and image. Among them, the use value is the foundation, and the basic demand of consumers for medical and health products is to eliminate illness and restore health; Service value is an extension of use value, which can deepen use value and make consumers more satisfied; The value of image meets the psychological and emotional needs of consumers. It is a systematic appreciation of the use value and service value, including the image of the product itself, the image of the employees and the brand image of the enterprise. The brand upgrading direction of conference marketing enterprises is to establish the use value and value of image with product brand, service value with service brand, and integrate product brand, service brand and enterprise brand to establish image value.

Different from traditional marketing, conference marketing pays more attention to the interaction with customers, designs the characteristics of products or services of enterprises around the needs of target customers, and develops the relationship between products or services and customers. On the basis of interaction, I plan to examine my own brand system, positioning, concept and communication.

The brand communication of conference marketing should first enhance brand awareness and give more responsibilities, not only to sell products and provide health services, but also to shoulder the mission of brand image spokesperson. Consumers recognize products and accept services through solid and meticulous work, and generate trust. Brand communication must start with the words and deeds of marketers, that is to say, marketers pick up the phone and say a word, knock on the door of consumers' homes, say a word with uncles and aunts, and even do anything, all of which are services. These are all brands. Employees are the key to brand building of conference marketing. Brand building should be integrated into daily employee recruitment, training, motivation and management, and the brand should be promoted bit by bit. Marketers, marketers, marketers, marketers.

Secondly, through a series of conference activities to enhance the brand, the theme of the conference should highlight the theme of brand communication, and a good theme can effectively attract target customers to attend the conference, participate in the conference and "consume". Good conference atmosphere, authoritative, public welfare and interactive venue will influence customers, make them participate in it, eliminate doubts in singing and laughing, identify with brand value, generate emotional sustenance and become loyal customers of the brand.

Thirdly, the use of mass media for brand communication, through the widespread dissemination of mass media, can greatly improve brand awareness, carry forward brand ideas and enhance brand influence. Recently, some leading conference marketing enterprises such as Zhongmai and Tiannian launched mass media advertisements and strengthened brand communication, which effectively promoted the development of conference marketing.

Second, the upgrading of marketing concepts.

The ubiquitous phenomenon of "forced sales" in conference marketing has seriously restricted the development of conference marketing. Some companies engaged in conference marketing are short-sighted and operate irregularly, making conference marketing a "conference promotion", and even letting marketing representatives stare at customers and stubbornly pester them. If customers don't buy products, they will do everything possible to prevent them from leaving. This practice, which is not customer-oriented, has greatly tarnished the reputation of conference marketing. Every conference marketer should remember: customers don't buy products, but the benefits that products bring to them. Peter drucker, a famous management scientist, once pointed out, "It is conceivable that some sales promotion work is always needed, but the purpose of marketing is to make sales promotion redundant. The purpose of marketing is to deeply understand and understand customers, so that products or services can fully meet their needs and form self-sales of products. Ideal marketing will produce a customer who is ready to buy, and the rest is how to facilitate customers to obtain products or services. " Promotion is an activity based on effective marketing. Promotion without marketing will even hurt customers and the market. Many experienced conference marketers know that customers' purchase intention has been reached before the meeting, and the attack on the venue is only to solve the problem of how much customers buy. If the warm-up before the meeting is not in place, the storm at the meeting will have little impact.

After the baptism of many meetings and sales promotion, some elderly friends are now afraid to avoid it. There is a simple truth, that is, the prevalence rate of the elderly is increasing year by year, and health needs exist. The reason for not buying products and not accepting services is ultimately the enterprise itself. Laozi, a great philosopher in ancient China, said: "Everything in the world is born, and everything is born without it." When we do conference marketing, we should first focus on sales, strengthen public welfare, dilute the business atmosphere, organize activities such as "health project" and "rehabilitation action" to help consumers believe that we are not buying products, but helping them get healthy, and adopt the strategy of "winning by no means" to resolve customers' resistance.

In this era full of doubts, we need to take consumers as the center, "just talk about not selling", disseminate health information to consumers, provide personalized health guidance, strive to help customers establish a healthy consumption concept that can be linked with the characteristics of our products, adopt the method of letting consumers experience products and services personally, confirm the use value, service value and value of the image of products, promote trust and achieve satisfaction, and then help customers approach products and buy products automatically and spontaneously through effective guidance.

Third, upgrade the service system.

One advantage of conference marketing is that it can provide thoughtful and meticulous services to target consumers, but the services of some conference marketing enterprises have not prompted customers to buy products for a long time. It needs to be clear that the core of conference marketing service is a kind of expert health service with affection, that is, giving customers physical examination, guiding medication, health consultation, recommending diet therapy, exercise therapy and healthy lifestyle. Its purpose is to please customers, such as chatting at home, cleaning, buying food and cooking, taking care of children and unblocking channels. , play a supporting role, the purpose is to harmonious relationship, let customers voluntarily accept our health services.

Conference marketing can be said to be one of the marketing modes that thoroughly implement the service concept, and the whole marketing process can also be understood as a service. In a complete marketing cycle, it actually includes three sections: pre-sales service, in-sales service and after-sales service. We provide integrated whole-course services, including health guidance and information transmission before sale, popular science education and experience during sale, effect guidance after sale and answering questions. The conference marketing service system is cyclical, and after-sales service is also the next pre-sales service. Endless service, customer satisfaction is our eternal pursuit.

In the evolution of service mode, it has experienced one-to-many service, one-to-one service and many-to-one service. One-to-many service mainly serves a large number of consumers under the traditional terminal marketing mode. The service is relatively simple, the procedure is simple and the content is simple, which leads to the dryness of the whole service process. Consumers' visit to terminal stores is very casual and skillful, and will not form a continuous process.

The second level is one-to-one service. Conference marketing mostly adopts one-to-one service. One-to-one service can meet the differentiated and personalized needs of customers. Because it is one-on-one, the service is more targeted and emotional. However, because this service is mostly carried out by individuals and in a "guerrilla" way, there is some uncertainty. It is easy to interrupt service.

The third level is many-to-one service. In this service mode, there are usually many people who provide systematic services to a consumer. In the service process, each staff member is responsible for a time period and each staff member is responsible for a service content. Health representatives are responsible for providing personal health services to customers, medical experts are responsible for in-depth medical diagnosis services, and testers are responsible for providing professional physical examinations. This kind of service needs to rely on a certain service foundation, so we can also call it position service, which often operates in the form of fitness clubs and service centers. Position-based service integrates publicity, sales, service and consumer management, which is full-process and all-round, and this service directly points to consumers. It is fast and efficient, and represents the development direction of conference marketing service system.

With the development and change of the market, conference marketing will also change and upgrade, which will provide strong support for the development of the medical and health care industry. We wish conference marketing, a marketing model born in China, better and better.

To establish a brand, you must first have a trademark. The name of a trademark must be legal, unregistered and easy for consumers to remember. In other words, if you say the name of the trademark, people will have an impression, and then go to the industrial and commercial bureau for registration. The concept of brand includes two aspects, one is brand awareness, and the other is brand reputation. Without popularity, there is no reputation. Of course, almost everyone knows the popularity, and word of mouth is the consumer's good impression on the brand. To establish popularity, we must first find the gap in the market. Yu Shiwei, a famous lecturer, once said, "If your things are obviously the same as others', but consumers say they are different, then you are successful. "This is the gap in the market. This gap can be functional, for example, Wang Ba anti-shedding shampoo is also shampoo, but it is different from Procter & Gamble and Unilever. The latter two world-class household daily chemical enterprises didn't produce professional shampoo for hair loss, so Wang Ba became famous. It can also be psychological, such as Telunsu, and milk, but it emphasizes the enjoyment of life rather than pure nutrition. Only when your brand positioning is different from that of your peers can you succeed faster.