3种营销方式让你的初创企业击败大型竞争对手

作者:三部曲网络 分类: 发布于:2015-2-9 14:21 ė1331次浏览 66条评论

导语:你无需庞大的营销预算去增长你的客户群。你只需尽早行动,制定一个可行的客户吸引计划,注重广告的时间和地点。

如果杰克和罗斯在一艘快艇上相爱,轰动一时的电影《泰坦尼克号》就不会成为经典巨作了。因为他们当时如果有一艘快艇,只要30分钟就能躲过冰山登上美洲大陆了。

初创企业就像快艇一样,比大公司更灵活。他们可能在营销方法的规模性方面比较有限,也缺少资金和品牌认知度,但却能以更快的速度和更大的自主权探索独特的策略。

大公司“求大”的营销策略往往具有极大风险,初创企业必须谨慎考虑策略、评估结果,以避免宝贵资源的浪费。他们具备大品牌不具备的耐心去测试新的市场营销策略,他们具有改变策略方向的灵活性,而不会对品牌造成持续的伤害。就拿Dollar Shave Club来说,这家公司具备尝试订阅模式和病毒视频营销的灵活性。大的品牌却不会冒此风险,但在Dollar Shave Club验证了这一理念后,Gillette运用了相似的模型。

这表明了初创企业应该注重利用自身的独特优势脱颖而出,而不是试图随波逐流。以下是三种让初创企业击败大品牌而获得成功的方法:

1. 从一开始就做好营销预算。

对初创企业来说,一个常见的错误就是将最初的资金全部投入到产品开发中去。不幸的是,这会导致没有剩余的资金通过营销去证明模式的正确性。即使具备强大的商业网络,对营销预算的缺乏无疑对初创企业判了死刑。

如果可能的话,在生产产品之前,制定营销策略,确保已有适当的资源去吸引客户。如果最初你就没能够成功地分配营销预算,你就不会有目的性地去支配你的资金。

2. 制定计划促进企业的成长。

好的营销策略不仅仅是有创意的广告或最新的社交媒体营销。比起潮流尖端的想法,你需要决定特定的商业行为所需的资金数量。

全面调研你的客户群体以及吸引新客户的总体成本,认清获得用户群的合适的媒体资源。这将会产生一个可预测的

3. 选择创新的地点。

如果你曾经注意到一些平庸乏味的广告的话,那正说明这些广告起到了作用。一个富有创意的想法开始很吸引人,但是你也应该先弄清最佳的营销和地点。正确的地点和糟糕的理念总是胜过错误的地点加上有创意的想法。创新应该成为天时地利的广告的推动力。

敲定了时点后,调动你的思维过程,想象一下目标客户的需求。抓住所有与他们互动的机会,线上或线下,然后选择最合适的时机。当你的创意信息与理想客户的活动相匹配,你在客户心中的印象就大大加分了。

你无需庞大的营销预算去增长你的客户群。你只需尽早行动,制定一个可行的客户吸引计划,注重广告的时间和地点。有了足够的计划和试验,你的初创企业就可以推动自己穿过冷峻的海水,而不会撞击到冰山了。

本文出自 三部曲网络 - 新闻中心,转载时请注明出处及相应链接。

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