New era of security companies how to develop customers

In the new era of proliferation from the media, how security companies can place advertisements at lower cost and higher output has become a major research topic for partners in the marketing departments of major security companies. The ultimate goal of advertising is to bring customers. Today Xiao Bian shares this topic with everyone: How can security companies in the new era develop customers?

In traditional marketing, advertising is one-way transmission, and it is widely advised that a certain company has invested heavily to compete with the standard king on CCTV. It has used indiscriminate advertising to indiscriminately bombard Chinese civilians and put the brand overnight. The popularity started. Many of these advertisements have adopted the celebrity endorsement method and used grand scenes, majestic momentum, and exquisite production to give consumers **. That was the case with melatonin, Wahaha and Haier.

In the past, consumer perception of the brand was more from advertising than word of mouth, and consumers had limited access to information. I remember that many products were shown by children. Then the children remembered the famous ad: "Wahaha, I want to drink," "Plenty of Jelly and Jelly", and "How will the world lose when humans lose their association?" Sincerely and forever, "People-oriented science and technology". All manufacturers say that his products are good. It is the truth to repeat thousands of times by lying. That was the routine.

But now, there are more and more channels for consumers to obtain information, and one-way infusion through advertising has already expired. In this era of excess information, brands are actively constructed by consumers and not disseminated by manufacturers. You ask the people around you, and who still watches TV every day? 10 years ago, this number may be very high. Now everyone is watching mobile phones or video and TV shows on the Internet. Unless special programs such as "Most Powerful Brain" are worth watching, other programs are mostly junk. In the face of the Internet, CCTV has also lowered its noble head. Behind each program, it also calls on TV viewers to scan the QR code and participate in interactive programs. The television station has completed its transformation with the means of mobile internet. However, it is still far from enough to attract the audience back to the television.

Consumers now have the initiative to obtain information. They rely on the Internet and rely on mobile phones to actively select and filter information. Consumers feel that they are the mouthpiece of the party. The news released by those television stations is not truer than the fierce suspicion of netizens. There are a large number of facts that continue to prove this point. Today, when the publicity of the TV station is no longer in existence, even if the news is not credible, how can you expect consumers to believe that the advertisements broadcast on the TV station?

The importance of quality leader customers In this era of self-media, every consumer becomes the sender of information and the receiver of information. Every consumer has a Weibo, more or less some fans, even if there are 200 fans. Every consumer has WeChat, and some WeChat friends, even 200. This consumer uses a certain product and publishes it in his Weibo or WeChat circle of friends. Just like you are satisfied with the food of a certain restaurant, you will also take photos before meals, disinfect your meals, and then send WeChat circle of friends to spend. This is also the current behavior.

You look at your WeChat circle of friends. Every day, it is not a parent's reprint. They are all photos of everyone. Someone has forwarded many articles about health and child care and interacted with them in the WeChat group. The same is true of your customers. As long as you impress this consumer, he will spread it for free in his circle of friends including Weibo and Wechat. Or he participated in a promotional event, or he was impressed by the brand story, or he was very satisfied with the product, or he thought the product was very interesting, in short, the company should give him a reason to share.

Reasons why security companies treat each customer personal customers who buy security products are to protect you from their own safety and property safety. Every customer can buy your company's products and trust you, so security companies must pay attention to each consumer. , treat each customer and potential customer well, because you can't control what they and their friends say, so you just need to hope that they will not say bad things about you. Customer service has become more important than ever before, and the client's lethality is increasing. Before you offended a customer, his influence was limited. He spread negative news among the 150 people in his life. Now a company has offended me. There are more than 30,000 fans on my Weibo, there are 4,000 in WeChat, and there are 8,000 people on the WeChat public platform. Its influence is huge. Now is the time when customer service is more important than sales. Spreading new customers with old customers and selling them with customer service are Internet thinking.

In the market work of security companies, it is necessary to find opinion leaders, break into his circles, develop this opinion leader into hardcore fans, and let him become the spokesperson for the company. An opinion leader can affect 5,000 people. As long as there are 10,000 such opinion leaders, the company's products are known to everyone. In the past, let a celebrity endorsed spending 10 million a year to advertise. There are now 10,000 opinion leaders who spend 10 million on their products each year through gifts, rewards, and parties. The work of the marketing department will go from extensive management to intensive cultivation. It is not a marketing manager's job but an entire company's business.

How do security companies do information dissemination? Why do consumers want to forward articles published on the WeChat platform? Must these articles be novel, or interesting, or impress people, or have interests, etc., before they are forwarded to the circle of friends? . This is actually the previous soft article of the company. Before the security companies wrote handwritten soft papers, they were distributed in the newspapers and magazines, allowing tens of thousands of people to subscribe to the newspapers. The current soft paper is sent to the WeChat public platform, allowing the company’s fans to see it. Therefore, companies should be good at telling stories, writing examples of your customer service, product production, and internal affairs of the company into customer-friendly stories, writing your brand and culture into customer-like stories, and moving customers through stories.

In the security industry, we share the most typical case in the security industry: a “coordinate school” that focuses on preventing the loss of the elderly. In the early days of market development, traditional advertising bombing models are used, through various types of traditional billboards. Newspapers, magazines, and other ways to push hard and wide, the result is not satisfactory. Later, the coordinate marketing department personnel changed a way: invest more resources to maintain the already purchased users, especially those who have a certain influence. After a period of time, some users who purchased the Coordinate School sent the old people back after using the Coordinates to send back the old people at home. The benign word of mouth was spread among the acquaintances and finally brought back a large number of new users through the initial users. These new users are purchased after the acquaintances are recommended. In the era of today's information explosion, few people have actively browse advertising, especially hard and wide. More is recommended by acquaintances and spread word of mouth.

Of course, the best story is that the company's products are good! Good products can speak on their own, just like the "coordinates" of the above products. Everyone says good and they recommend each other. The result is really hot. Therefore, in the era of mobile Internet, R&D should be given unprecedented attention. Enterprises should put funds on products and place them on the packaging of products. Make product packaging looks pleasing, let the product itself let consumers put it down, let the function of the product make consumers simple and practical. The old customers used it, actively promoted this product to friends, let his friends, to share his joy. He feels that his friend is also suitable for this product, so he wants to share the product and the good product will speak for himself.

In short, in this era of self-media, companies have to return to the fundamentals. To make excellent products, we must rely on hardcore fans, rely on users to influence users, rely on stories to impress users, and rely on services to maintain customers. Really legendary: customer-centric!