I sent my child to a language class on the weekend to learn Xi, and arrived 20 minutes early because I was worried about traffic jams. There were a lot of people who thought the same way, and almost all of the dozen or so children in a class arrived early.
Because it was a weekend, there were more people than usual. Worried about the recent flu test infection, I took my children around the other floors of the same office building. As soon as I arrived on the 5th floor, I unexpectedly saw a colleague walking forward with my child, and I looked up to see that this floor was also a language training institution.
Unlike the upstairs training facility, which is the same weekend, the same building, the same language training facility, there are very few people here.
At this time, a person who looked like a training teacher came out of the classroom and asked me softly, "Are you here to sign up for your child?"I said, "I've been training upstairs for a few months"!
Listening to my answer, the teacher said, "Their family is also good, there are many more students than us, but they mainly participate in various activities such as TV stations, and we mainly participate in professional language training, and do not pay much attention to participating in some activities......”
The teacher was very talkative, and there was no intention of praising himself or belittling others, but he said the various main "products and services" of the language training institution.
After listening to these words, I summarized a few points, which may be a little biased, but it may be the way to market all products or services.
1.Marketing is all about pandering. Everything is customer-centric, in fact, it is to cater to customer needs and provide something valuable. No matter how good the product or service is, if it can't meet the needs of customers, it will be difficult to do a good job, let alone create a "breaking point" to achieve sustainable development of the enterprise. Just like language training institutions, many parents want their children to have language talent, so how to reflect it?It is to let their children win awards, whether they are talented or not, whether the training is good or not, parents often like to use the certificate to show their children's language talent, and all kinds of certificates are too easy for training institutions, which is to cater to.
2.Mind is king, product is second. No matter how good the product or service is, if the customer does not recognize it, it cannot enter the customer's mind, and it is difficult to market. For example, to understand what "mind is king", for example, Chinese people drink Moutai wine, the same is sauce fragrant, is it drunk into the stomach, is there a difference between Moutai wine and Xi wine, Wuliangye, etc.?But at the wine table, especially when it comes to dinner, it is self-evident how deep everyone's "love" for Moutai is. The reason behind this is the mind. The same is true for training institutions, the difference is not so big, if there is a difference, the biggest difference is the mental difference.
3.Marketing is all about business differentiation. The market has shifted from the product to the customer, and everyone's products are close to the same from various factors. But why some companies have explosive products every year and traffic every month is a big reason for taking the road of differentiated marketing. Take language training institutions as an example, if you simply teach the language, it may not attract too much attention, but if you do more tricks, such as cooperating with some new ** in the society, doing some activities for students, taking pictures, and issuing awards, many parents are tired of it, and even under these "differentiated operations", parents often don't care much about how much knowledge they can learn, but they are "flocking" to the services provided by this institution.