1. Brand upgrade.
Currently, there is a general lack of trust in the pharmaceutical and health care products market. Problems such as difficulty in acquiring orders, door-to-door visits, attendance at meetings, and orders in conference marketing are ultimately caused by a lack of trust. The fundamental purpose of marketing is to allow consumers to have full trust and confidence in our products or services, thereby motivating them to purchase, and ultimately bringing us profits. Trust is the bridge. Only by establishing trust can consumers accept it smoothly. Our products and services. Brands that carry consumer trust and peace of mind will play an increasingly important role in conference marketing. For a consumer, a brand can bring hope, reduce risks, make confident choices, and help achieve functional and emotional satisfaction. , and for enterprises, brand means higher loyalty, lower sales costs, easier marketing and wider dissemination of the culture created intentionally or unintentionally by the enterprise.
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, use value is the foundation. The fundamental demand of consumers for medical and health products is to eliminate pain and restore health; service value is an extension of use value, which can deepen use value and enable consumers to obtain greater satisfaction; image value satisfies It is the psychological and emotional needs of consumers. It is a systematic value-added to the use value and service value, specifically including the image of the product itself, the image of employees and the corporate brand image. The direction for conference marketing companies to implement brand upgrades is to establish use value and image value with product brands, build service value with service brands, and integrate product brands, service brands, and corporate brands to establish image value.
Conference marketing builds brands. What is different from traditional marketing is that it pays more attention to interactive communication with customers. It designs the characteristics of the company's products or services and develops products or services around the needs of target customers. relationship with customers. On the basis of interaction, plan and review your own brand system, positioning, concept and communication.
Brand communication in conference marketing must first enhance brand awareness and give more responsibilities. It must not only sell products and provide health services, but also shoulder the mission of brand image spokesperson. Consumers must be solid and meticulous through The work recognizes the product, accepts the service, and generates trust. Brand communication must start from the words and deeds of marketers, that is to say, a sentence spoken by a marketer when he picks up the phone, a knock on the door of a consumer's house, a conversation with an uncle or aunt, or even everything he does. Services, these are all about branding. Employees are the key to conference marketing brand building. We must integrate brand building into daily employee recruitment, training, motivation, and management, and implement brand upgrades bit by bit. Marketers Marketing Personnel Marketing Personnel Marketing Personnel
Secondly, enhance the brand through a series of conference activities. The theme of the conference should highlight the purpose of brand communication. A good theme can effectively attract target customers to attend, participate in and "consumption" of the conference. . A good conference atmosphere is created, and the authoritative, public-welfare, and interactive venue influences customers, allowing them to participate, eliminate doubts in the joyful laughter, identify with the brand value, generate emotional sustenance, and become loyal customers of the brand.
Thirdly, using mass media for brand communication can greatly improve brand awareness, promote brand concepts, and enhance brand influence through extensive mass media communication. Recently, some leading companies in conference marketing, such as Zhongmai, Tiannian, etc., have launched mass media advertising and strengthened brand communication, which has effectively promoted the development of conference marketing work.
2. Upgrading of marketing concepts
The common "forced selling" phenomenon in conference marketing has seriously restricted the development of conference marketing. Some companies engaged in conference marketing have short-sightedness and irregular operations. They turn conference marketing into "conference sales" and even ask marketing representatives to keep an eye on customers and insist on them. If customers don't buy the product, they will do everything possible to obstruct them and prevent them from leaving. . This kind of force-selling approach, which does not take customer needs as the starting point, has greatly damaged the reputation of conference marketing.
Every conference marketer should remember: What customers buy is not the product, but the benefits that the product brings to them. The famous management scientist Peter Drucker once pointed out, "It can be imagined that some sales work will always be needed. , however, the purpose of marketing is to make sales redundant. The purpose of marketing is to deeply understand and understand the customer, so that the product or service completely suits its needs and forms a product that sells itself. Ideal marketing will produce a customer who is ready to For customers who buy, the only thing left is how to facilitate customers to get products or services." Sales promotion is an activity based on effective marketing. Promotion without marketing may even hurt customers and the market. Many experienced conference marketers understand that the customer's purchase intention has been reached before the conference. The order attack at the venue only solves the problem of how much the customer buys. If the pre-conference warm-up is not in place, the strong attack at the venue will not have much effect.
After being baptized by sales promotions at many meetings, some elderly friends now have a bad temper at meetings, fearing to avoid them. There is a very simple truth, that is, the disease rate among the elderly is increasing year by year, and the demand for health exists. The reason for not buying products or receiving services ultimately lies in the company itself. The great ancient Chinese philosopher Laozi once said: "Everything in the world is born from existence, and everything is born from nothing." When we do conference marketing, we must first not talk about sales, strengthen the public welfare, downplay the commercial atmosphere, and organize "health projects" and "rehabilitation actions" "Activities such as "We help consumers believe that we are not buying products, but helping them get healthy. We adopt the strategy of "no tricks to win" to dissolve customer resistance invisibly.
In this age full of doubts, we need to be consumer-centered and “talk, don’t sell.” We disseminate health information to consumers, provide personalized health guidance, and strive to help customers establish a healthy relationship with them. Our product features are in line with the concept of healthy consumption, and we adopt methods that allow consumers to personally participate in experiencing products and services, confirm product use value, service value, and image value, promote trust, achieve satisfaction, and then help customers automatically through effective guidance Approach and purchase products spontaneously.
3. Service system upgrade
One of the advantages of conference marketing is the ability to provide thoughtful and meticulous services to target consumers. However, the services of some conference marketing companies do not motivate customers. Buy the product for the long term. What needs to be made clear is that the core of conference marketing services is a kind of friendly expert-style health services, that is, providing customers with physical examinations, guiding medication, health consultation, recommending dietary therapy, exercise therapy and healthy lifestyles, etc., the kind that aims to please customers. For the purpose, similar to housekeeping services such as chatting about household chores, cleaning, shopping for food and cooking, taking care of children, clearing pipes, etc., they play a supporting role. The purpose is to build a harmonious relationship and allow customers to voluntarily accept our health services.
Conference marketing can be said to be one of the more thorough marketing models that implements the service concept. The entire marketing process can also be understood as a service. In a complete marketing cycle, it actually includes pre-sales service, In the three sections of sales service and after-sales service, we provide integrated full-service services, including health guidance and information transmission before sales, science education and experience during sales, and effect guidance and question answering after sales. The conference marketing service system is cyclical. After-sales service is also the next pre-sales service. There is no end point in service. Customer satisfaction is our eternal pursuit.
In the evolution of service models, it has experienced one-to-many services, one-to-one services and many-to-one services. One-to-many services are mainly based on the traditional terminal marketing model and serve a large number of consumers at the same time. The services are relatively simple, with simple procedures and simple content. This results in the entire service process being dry and consumers' lack of confidence in terminal stores. Patronage is highly random and skill-based, and it 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-to-one, The service is more targeted and friendly. However, since most of these services are provided on an individual basis and in a "guerrilla" manner, there is a certain degree of uncertainty. Service breaks are prone to occur.
The third level is many-to-one service. In this service model, there are usually multiple people providing systematic services to one consumer. During the service process, each staff member takes care of one customer. During the time period, each staff member takes care of one service content.
Health representatives are responsible for personal health services for customers, medical experts are responsible for in-depth medical diagnostic services, and medical examiners are responsible for providing professional physical examinations. This kind of service needs to rely on a certain service base, so we can also call it positional service. Positional services often operate in the form of health clubs and service centers. Positional service integrates publicity, sales, service, and consumer management. It is a whole-process and all-round service. This kind of service is directly directed to consumers. It is fast and efficient and represents the development direction of the conference marketing service system.
With the development and changes of the market, conference marketing will also adapt to changes, complete corrections and upgrades, and provide strong support for the development of the pharmaceutical and health care products industry. We wish that conference marketing, a marketing model born in my country, will go better and better.
To build a brand, you must first have a trademark. The name of the trademark must be legal and unregistered, and it must be easy for consumers to remember. In other words, if you say the name of the trademark once, people will have an impression of it, and then Register with the Industrial and Commercial Bureau. The concept of brand includes two aspects, one is the brand's popularity, the other is the brand's reputation. There is no reputation without popularity. Of course, when it comes to popularity, almost everyone knows that reputation refers to the quality of consumers' impression of the brand. To build popularity, you must first find a blank spot in your peers or the market. The famous lecturer Yu Shiwei once said, "If your stuff is obviously the same as others, but consumers say it is different, then you have succeeded." This is a blank spot in the market. This kind of Blank points can be functional, such as Bawang anti-hair loss shampoo. It is also a shampoo, but it has found a difference with P&G and Unilever. The latter two world-class household chemical companies do not produce professional products for daily use. Shampoo for hair loss problems, so Bawang became famous and unique. It can also be psychological, such as Terensu, which is also 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 achieve success faster.