Marketing Promotion丨Why can’t you sell the same product?

The product strengths are the same, why are other people's products so popular while mine are not? What went wrong?

A friend complained to me:

It's really not fair, really.

You see, our rice products come from 50° north latitude, with plenty of sunshine and good soil. They grow naturally without adding artificial ripening hormones. They bloom and bear fruit every six months. They taste really good. After eating my rice, children will no longer have anorexia, adults will be healthier, and the elderly will sleep better. Why is it that XXX’s rice, which has the same ingredients and similar packaging as mine, makes millions of dollars in revenue every month while I can only eat air? Oh my god, how is this fair?

Similar "unfairness" is often seen.

But I will only give him two words:

--one! pure!

Have you ever thought about this: since the product functions, technical strengths, and origins are the same, your competitors must be doing things differently from you in certain key marketing links. It's just that you didn't notice.

For example, his marketing model is not 2C individual consumers, but 2B B-end enterprises, large companies, factories, primary and secondary schools? For example, the target audience of his products is not ordinary citizens, but retired people over 60 years old who want to live a quality life? For example, his sales channels are different. He may not enter traditional supermarkets or small shops. He may do social e-commerce distribution on Weidian, Youzan or even Douyin?

OK?

Therefore, in the era of mobile Internet where product homogeneity is becoming more and more serious, the standard of a "good product" is not based on one's own subjective judgment. "Good products" come from market recognition and the satisfaction of user needs. After all, the trump card is only said to be big after it is thrown out. The trump card in your hand seems to be the biggest to you!

So, when you are in the blue ocean of competing products, what kind of marketing strategy can you use to quickly open up the market? Make the “good product” on paper stand out?

Below I have summarized the following 5 marketing strategies, which may be of some help to you.

1. Switch competitors

In your market, your competitor has already left you 10,086 positions behind. In this case, unless you get lucky or he commits suicide, there is no possibility of surpassing him at all. (The essence of marketing is to reduce business operating costs and communication costs and improve ROI. If you keep fighting knowing you can’t win, your costs will only soar.)

So are we just going to sit there and wait for death?

Of course not.

I can't beat a big guy like you. I won't fight you. I'll fight someone else, someone with a similar physique to mine, someone with a weaker physique than me (if that doesn't work, I'll fight with kindergarten kids, hahahahahahahahahaha)

It doesn’t matter if you beat me in this market, I can beat others in other markets.

When Ogilvy Taiwan was promoting a certain Ford MPV, it found that this MPV had no advantage over sedans in terms of handling, high fuel consumption, and was difficult to park;

What should I do then? Ogilvy made a very bold decision to give up competing with sedans and instead target RVs, saying "it is as big as an RV, but can accommodate 7 people". In a specific market environment, it highlighted its excellent loading capacity and ease of driving and parking.

Similarly, in the instant noodle market, facing the two giants of Master Kong and Uni-President, it is simply foolish to think of surpassing them! The latecomer Wu Gu Dao Chang realized that its competitors were almost all selling fried pancakes, so it repositioned itself and launched non-fried pancakes to establish its first-mover advantage in the new market.

7UP was positioned as a non-cola soda, which immediately divided the beverage market into two: on one side were all the cola-type beverages on the market, such as Pepsi and Coca-Cola; on the other side was the newly launched non-cola 7UP, which "created" a new market for itself in the numerous cola beverage markets.

Summary: If there are already competitors in your market that you cannot surpass, exit the current market immediately and open up new markets. In the new markets, look for competitors of similar size and refine the differentiated advantages of your products over those of the competitors.

2. Change product selling points

We know that a product generally has multiple unique advantages. For example, the rice mentioned at the beginning of the article has long sunlight hours, good soil conditions, plump rice grains, etc. The marketing strategy of competitors may revolve around the selling point of "plump rice grains and good taste", while I can start from selling points such as "increasing baby's appetite" and "one bowl of rice a day without feeding".

Yes, she is well educated and smart, but I am prettier than her, more beautiful, and better at speaking.

In the laundry market, strong stain removal ability is the main functional claim of most mainstream brands, such as Tide's "White Cleansing" and Ogilvy's "Removes 99 Types of Stains". As a disinfectant brand, how can Dettol quickly expand into the laundry market?

It rediscovered its own product advantages and refined it into "Dettol for clothing disinfection, the brand used by the British royal family", tapping into the demand for both washing clothes cleanly and disinfecting them , meeting the needs of users who care about bacteria and fungi and avoiding direct competition with first-tier brands.

McDonald's and Burger King once had a "war of words", which was a typical case of a decisive victory and a counter-defeat. The cause of the incident was that McDonald's abroad erected two road signs outdoors - McDonald's 5 kilometers ahead, Burger King 285 kilometers ahead, in order to emphasize that McDonald's chain stores are widely distributed and Burger King has few branches.

Unexpectedly, Burger King seized the opportunity and counterattacked quickly, and McDonald's almost cried - Burger King posted a video on the Internet, which roughly showed a couple driving past the billboard and stopping in front of a McDonald's store just to order a large cup of coffee, saying that they were still far from their destination, Burger King, and needed to refresh themselves, and then left .

What does this mean? Um? You say you have a wide distribution, but apart from good coffee, how can your fries and burgers compare to mine? Burger King’s counterattack actually turned McDonald’s advertisement into its own advertisement hahahahaha!

Summary: The opponent already has a submachine gun, so I will definitely be at a disadvantage with a pistol. So I will re-examine my arsenal, take out my sniper rifle to compete with the opponent, and quickly enter the market.

3. Conversion usage scenarios

What is a conversion use case? Simply put, we continuously calibrate our products to help specific consumers truly solve their primary problem. If the first marketing thinking is to find the market, the second marketing thinking is to find competitors, then what about the third marketing thinking? It is to find user problems and the obstacles that users already have or may have.

The rice mentioned at the beginning of the article, we usually regard rice as the staple food for lunch and dinner. There are also some users who like to eat porridge in the morning, but the porridge made from ordinary rice is watery, not sticky, and has a mediocre taste. At this time, this rice switches the usage scenario to meet the needs of users who want to eat quality porridge.

Similarly, you can also look for usage scenarios for "special rice for sushi" to meet sushi users' pursuit of rice quality.

A few days ago, Taobao changed its marketing strategy.

As the leading e-commerce platform, Taobao firmly holds the first position among urban user groups. But in the vast majority of third- and fourth-tier cities, users have no idea what Taobao and JD.com are (are you shocked when I tell you this?)

So how can we get these people to shop on Taobao instead of on TV or in grocery stores?

Completely different from the marketing strategies in first- and second-tier cities, it is obviously unrealistic to encourage users in third- and fourth-tier cities to desperately buy luxury goods and upgrade their consumption (they have the intention, but cannot afford it). Advertising agencies have realized that their concerns about buying the wrong things online and about overpaying are the pain points of these users.

Therefore, the advantages of Taobao were refined again, and the strategy of "finding products that you say are good" was closer to actual shopping needs, helping them to quickly find good products at low prices.

Summary: In the past, hammers were only used by professionals such as electricians. Now housewives also have the need to mince meat and bones, so mini meat mincing hammers can be launched to meet their needs.

4. Change the communication method

"Two-color anodizing coordination", "systematic error", "cysteine ​​histidine", "conjugated double bonds", in order to show users the professionalism of their products or brands, many newcomers (or perhaps at the request of their bosses) insert various professional terms in their copywriting: Look, you have never heard of these terms, right? They all describe my products! Awesome, right? Come and buy it!

But what is the reality? without! people! willing! meaning! look!

In November last year, Uniqlo Japan launched 6 short videos, using dialect rap to interpret the characteristics of "light" and "warm". The combination of magical rhythm and friendly dialect creates a more natural connection between consumers and brands.

In order to promote the selling point of Mate 20's wide-angle shooting capability, Huawei launched this dialect version of the advertisement. Huawei set the story in outer space. The astronaut named Xiao Ma in the advertisement was extremely unreliable and full of jokes, coupled with authentic Chongqing dialect, which caused the advertisement to go viral on the Internet.

Another example is IKEA’s previous interpretation of its products in localized language, which was combined with the daily life scenes of local consumers in Harbin, creating an explosive affinity.

Marketing is the work of communicating with users and leading them to experience the product. If communication cannot be completed, or the communication method is monotonous and has no characteristics, how can users feel the characteristics of the product?

Summary: Don’t let users speak, let them speak!

5. Conversion experience form

Distributing welfare benefits and giving away free coupons are common marketing methods used by businesses. Go shopping in a mall and they will give you a stack of cash coupons; eat out and they will give you some discount coupons; go shopping in an e-commerce platform and they will give you free trial coupons. But have you noticed that its conversion rate is getting lower and lower?

WHY?

Because these coupons are obtained passively, they are not rewards for users' active participation. People don't cherish what they get without working for it.

On the contrary, some restaurants have launched new interactive activities such as "Standing long jump to win discounts" and "Height touch to win discounts", which can enable merchants and users to establish more effective connections. Users can experience the merchant's services in an interactive environment with active participation, which stimulates users' desire to consume from the merchant.

The smell of the perfume determines whether the user will buy it. When promoting Hugo Boss perfume, Hungarian outdoor advertising company JCDecaux installed a small device on the billboard. When the user puts his hand into the small window, the device inside the billboard will spray perfume, and the user can immediately experience the smell of the perfume.

In addition, a supermarket chain in the UK called Iceland launched a new experience event called Ice Skating Supermarket during Christmas. They transformed the supermarket into a form where people can skate, allowing users to skate while shopping, which made shopping more interesting and greatly increased the flow of people in the chain supermarket.

In the environment of consumption upgrading, users' interest in the product itself has shifted beyond the product. Users are not paying for a certain thing, but for their spiritual needs. The previous marketing model of simply selling our products is no longer feasible. Users want to play, dance and run wild with merchants. The key is to feel and recognize the merchant’s products and services through interactive experience.

Summary: You can shop anywhere; the difficult part is enjoying shopping.

In summary, if you have good products or services but can’t find a suitable marketing strategy, you can try these five marketing conversion ideas.

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Author: Copywriter

Source: Copywriting Agency