What I want to say before taking notes:

Pay attention to Mr. Ma Song, because Luo Ji thinks, of course, if you want to ask me what the specific reason is, the article recommendation or something else, naturally I can't remember; His WeChat tweets, like Luo Ji's thinking, have always been accumulated for a long time. Although there are many red labels, they have been paying attention to them, and then they have carefully read them through the time of commuting. Why is it rough? Because when reading on the crowded subway, you have no time to remember notes and ideas, and reading is ineffective. So when I learned that Mr. Ma was coming to Shenzhen for a sharing meeting, I was very happy.

When he learned this news, he had not sent a sharing meeting to Weibo on the official account of WeChat. It happened that I haven't opened an official WeChat account for a long time. I was going to have a look that day, and I saw the menu bar at the bottom of WeChat official account-Shenzhen Sharing Meeting.

Place an order with a friend as soon as possible, but in fact, I will be a little disappointed by such sharing.

The following is the content notes of Teacher Ma's sharing session to share learning. (Please leave a message if you need ppt or video recording. )

Subject: What Ma Song saw and heard on 20 16.

Content introduction: What to talk about? -Ma 20 16 personal thoughts.

1, marketing common sense ignored by most people

2. The law of compound interest in advertising.

3. How to make product design have its own marketing ability?

4. Interactive discussion

Precautions:

? Why did you come to the horse sharing meeting? The first question asked.

Is this sharing meeting worth it? What's your reason for buying it?

? Can you name 20 16 10 popular marketing?

Don't expect event marketing? This is a small probability event, so don't expect event marketing to make brands and products popular. Moreover, there are few companies that started with marketing, and products are the capital of the company's survival.

? According to the data, there are currently 700 million registered companies and 30,698 advertising companies in China?

Think about it. Not many people rely on marketing to achieve ultimate success. We are too lazy to set off a hot spot. Nothing in the world can be done overnight.

? Our products are very good, but we are not very good at marketing.

I often hear this sentence, but I don't agree with it myself. Products are good, and consumers think that good products are good products. Consumers don't necessarily buy your product because it is good, but in the scene at that time, consumers gave your product a reason to buy it.

? Q: What is the definition of a good product? Have you ever seriously thought about why consumers will buy your things? Should our clothes be durable?

Internal perspective

Don't get caught up in the internal perspective, don't think you are Jobs, which has been proved, and learn to give up decisively.

? Marketing misunderstanding

We always think that marketing is communication, that is, advertising+public relations.

? The more you listen, the more confused you get.

Recommend a copy of Marketing Management. When reading, you can't always read a book with your own prejudice, but you still get the original point of view and can't absorb the desired knowledge.

? 4P marketing method

The first P: product.

Products are the basis of marketing, and an unsuccessful business model will not succeed. The change of products is the real reason for customers to buy.

For example:

1 Le Chun yogurt marketing method? User evaluation, product experience. Delicious and healthy, forced by founder Liu Danni.

2 "Eastside Carton Company"

3 "millet plug-in equidistant usb socket

4 "micro shop, like it.

The second p: price.

Why price marketing? Price is both a strategy and a marketing tool, and pricing affects consumers' perception of products; The lower the price, the better. For necessities, consumers expect low prices, but for high-end durable goods, consumers prefer to buy higher prices. Even if the cost is the same, buyers will feel that it is good to be expensive.

In addition, marginal cost and price discrimination should also be taken into account, such as the second half price, coupons, etc., which can not only make profits, but also give consumers freedom of choice, thus expanding consumer groups. Why does McDonald's use coupons instead of discounts for a long time? Because the discount is a secondary injury to users, customers will have a sense of gap in their hearts and may not buy again. But coupons are different, there will be no price discrimination, and consumers will also pay the cost of choice and time.

Basic pricing: raw material cost+design and production labor cost+advertising cost+channel cost.

Third p: location

Creativity is sometimes the enemy of marketing. Familiarity is easy to bring goodwill and stickiness to consumers. Language spreads more widely than words. Better channels can reduce costs, increase profits and have higher market competitiveness. Stimulate consumers' desire to share through good products, so that they can enjoy unexpected services while consuming products, thus occupying new channels in consumers' personal acquaintance communities, such as cousin restaurants in the background; Different sales channels have different requirements for products. Don't follow suit and package your products according to different channels. Channels are also extremely important for the promotion of software, such as the sogou input method promoted by Tomato Garden.

The fourth p: promotion.

In the case of changes in market consumption habits and methods, businesses should also make corresponding adjustments to their product structure, so as to find opportunities to build public relations products and gain attention and flow. Xibei Youmian Village is a successful reformer.

Xibei Youmian Village successfully transformed itself by changing the venue size and the number of dishes to meet the market demand, creating public relations activities (entering the United Nations, giving discounts on Valentine's Day kisses) and creating public relations products (noodles in China's buyout documentary on the tip of the tongue).

On the other hand, it is research. Consumers often don't know their real needs. Everyone has a tendency to beautify themselves. Don't fully believe the results of the research. The answer is on the spot, and the best way is to observe the whole process of consumption on the spot.

? Gong Hao

In the era when WeChat official account is rampant, you should stop and think: Do you really need a WeChat official account? What is your target customer? Will WeChat official account play a substantial role?

? public relations

The biggest public relations is to do the product well.

? compete

Start-ups, especially early-stage entrepreneurs, should focus on a broader market, not just a small piece of cake. Always remember that you are often defeated not by your competitors, but by yourself.

? brand

There is no brand loyalty in the world, and a brand is just a combination of products and labels. Personally, it is very important that the brand represents the recognition of your product characteristics by the market.

? The law of compound interest in advertising

As I said before, what are the rules for makeup?

65438+ million output, 65438+ million advertisements How to sell120,000 items?

Who is the biggest sponsor of "1" Luo Pang's New Year speech? -Actually, it's really vivo and BMW, but Adidas (the brand logo of clothes) has benefited the most. Which design is better, Adidas or Nike? Often the answer is Nike, but people often remember Adidas because it has a good visual extension.

Extension: Because our brand awareness is never enough and our market share is never enough, our products should have their own communication ability, because only our own products are the only free channels that can be used.

2 "Several stages of product self-communication"

Purchase stage: shelf thinking, including physical shelves and virtual shelves. Among them, two key points are to reduce the cost of discovery and give reasons for purchase.

Unpacking stage: social currency, which stimulates consumers' desire to share and communicate (those contents that can make others envy, envy and even think that you are one of their own, are all social currency)

Use process: see more effects-strengthen sharing and increase exposure; Products that can be disclosed in use are constantly strengthening cognition and trying to expose them, not only from vision, but also from hearing and derivatives of products. All actions should be made public during the process.

Results: Word-of-mouth marketing-gives users a sense of accomplishment after use.

In fact, this sharing meeting, I prepared a few questions very authentically, I want to ask Mr. Ma, but this sharing is more suitable for Party A's father.

Postscript:

Regarding the question of viewing the content from the official WeChat account,

1, writing a copy must be funny, do you agree?

2. Tradition and directness are the current advertising situation in third-and fourth-tier cities. Simple and low-level can be popular, mostly by acquaintance economy. How to treat advertising marketing in second-and third-tier cities?

There are many Internet companies doing marketing in Shenzhen, but none of them do well. What do you think is the biggest reason why they can't compete with 4a Company? What do you think is the biggest problem? What suggestions do you have for the existing entrepreneurial Internet marketing planning companies?

After sharing, answer the questions raised by Teacher Ma before sharing.

-Borrowing what Teacher Ma said today, give this sharing meeting a reason to buy, because of the expected value or the teacher's own personal charm. I'm confused about grading expectations. Mr. Ma told me that he couldn't get caught up in the internal perspective. Is his personal marketing view with strong color equivalent to falling into an internal perspective? However, for me as Party B, the 4P principle is extremely useful. Thank you, Mom. Song Xiao.