Here the "big marketing" thinking, is not to mobilize all the staff to sell ceramic awareness, is not to build a systematic marketing system and marketing means, but to all the marketing work as a product, not only good production and sales. That is to say, the enterprise will assist the sale of these products to do fine, and sell out in a timely manner, so that the corresponding channel members know and accept, or let consumers recognized. These auxiliary products do well to sell, their own ceramic products sold well on the logical chapter.
According to the investigation and research, at present, the ceramic enterprises with more successful operation have a good performance in the development and promotion of auxiliary products.
What are these ancillary products? Specifically: boutique, product brochures, folding and leaflets, activities, training courseware, all kinds of advertising, after-sales service, sales words...... Are the products of the enterprise, even the appearance of the enterprise image and the appearance of the staff can be regarded as a product of the enterprise. If the enterprise does not pay enough attention to the above products, does not develop these products well, cannot give the ceramic product sales of this enterprise to provide strong support. For example: store design is not beautiful, can not better convey the quality of the image, can not better display ceramic products, the role of sales, consumer buying behavior will be discounted. Similarly, if the atlas is not sufficiently beautiful, the interpretation of the grade and product will be weakened; If the activity plan is not perfect or lacks attraction, the activity cannot achieve the desired effect; If the training courseware is not vivid, the training effect will be discounted; After - sales service is not good, will affect the customer mouth, and even lead to complaints......
This seems to be a common knowledge of the basic common sense, in fact, has not attracted the attention of most enterprises. Many ceramic enterprises attach great importance to the research and development of ceramic products, but the input of these auxiliary products is insufficient, in human and material resources can not give due support, resulting in the types of these auxiliary products, poor quality, although it has very good ceramic products, but the market sales are not satisfactory. Still some enterprises, because did not realize where the problem is, think their business team ability is poor, spend a lot of money from the product sales of the enterprise to recruit some business personnel over, the results of sales performance is still not up. You know that no soldier, no matter how tough, can win a battle without good weapons and ammunition.
Ancillary product development is important, but "selling" these products is even more important. These auxiliary products have not been sold out, which is equivalent to our good ceramic products in the warehouse, which cannot generate corresponding value at all. This is also simple, in fact, can really sell these ancillary products very good business is very few. To the exhibition hall, atlas, advertising, and other products the company has in place in time sales to terminal is very good, almost no activity scheme of this kind of products which company sell well, some are sold to customers, few digits only more exists only in the activities of the enterprise in the computers of the company or official website to download area, company nobody know terminal has several in performing activities plan, sales data to this kind of product has been no one seriously. These auxiliary products do not sell well, the main product ceramics naturally can not sell well, because ceramic products are carried forward by them.
Continue to extend the auxiliary products, in fact, the enterprise's marketing policy and management system are also the company's products, need to timely sales to business personnel and channel members (that is, publicity, let everyone clear and accept). A lot of foreign marketing has been advocated, marketing from the inside of the enterprise, also contains this meaning.
Once the enterprise regards all the marketing tools and management system as the product development, and through the establishment of internal channels, connects the sales to each organizational link, namely forms the enterprise culture.
People in the ceramic industry often say: it is simple to imitate the ceramic products, but it is very difficult to imitate the enterprise culture!