Domov > Marketing > ZAKAJ LAHKO ODLIČNA MARKETINŠKA AKCIJA OSTANE BREZ ODZIVA?

ZAKAJ LAHKO ODLIČNA MARKETINŠKA AKCIJA OSTANE BREZ ODZIVA?

3. 12. 2019

Pri svoji zadnji marketinški akciji ste naredili vse, odziva pa ni.

Vaši oglasi so bili na pravih mestih. Vaša pisma so bila naslovljena na prave ljudi. Predstavili ste prednosti, koristi za kupca. Poskrbeli ste za odlične naslove. Vaša ponudba je bila dobra.

Vsi deli sestavljanke so na mestu. Le rezultatov ni.

Kaj bi lahko bilo narobe?

Najverjetneje fokus.

Naj vam pojasnim. V roke dobim pismo, ki ga pošilja ponudnik poslovnih daril. Bistvo pisma je: “Ponujamo vam majice, svinčnike, nahrbtnike, rokovnike, dotisk vašega logotipa. Pokličite nas, saj imamo res vse, kar želite.”

Na spletni strani gledam ponudbo za svetovalno storitev. Bistvo strani je: “Naše prednosti so, da delamo hitro, učinkovito, smo najboljši na trgu, z največ izkušenj, …”

In takšnih primerov je na tisoče.

Eno sporočilo ali deset sporočil

Kupec, ki mu daste preveč možnosti, ki ga zasipate s preveč različnimi ponudbami ali informacijami, ne bo kupil. Ključ do učinkovitega marketinga je namreč fokus. Fokus na eno sporočilo, ki bi ga radi prenesli na kupce.

Vse preveč marketinških akcij, ki jih vidim, ni fokusiranih. Hočejo povedati preveč stvari naenkrat. Hočejo prodati pet stvari ali hočejo kupca prepričati o 10 stvareh. Namesto da bi se osredotočile na eno stvar.

Ponudnik poslovnih daril v zgornjem primeru, bi tako veliko več kot s splošno akcijo, ki predstavi njegovo celotno ponudbo dosegel tako, da se fokusira na en produkt.

Npr. celotno pismo bi lahko namenil nahrbtniku ABC, ki je primeren za poslovno darilo v tem in tem primeru, ki ga lahko personalizirate na ta in ta način, ki je odlična izbira zaradi tega in tega. In obstaja veliko večja verjetnost, da bo nekaj prejemnikov pisma ugotovilo, da je to odlično poslovno darilo ter poklicalo podjetje.

Enako se dogaja s prednostmi ponudbe. Ne razlagajte kupcu, da ste od konkurence boljši po vsem. To je malo verjetno in ker smo ljudje zelo skeptični do vseh marketinških materialov, kupci tega ne bodo verjeli. Če pa jih hočete prepričati, da ste od konkurence boljši le po eni stvari, je to veliko bolj verodostojna trditev.

Osredotočite se na en ciljni trg

Na eni od delavnic o pripravi marketinških akcij, ki sem jo imel že nekaj časa nazaj, so bili tudi udeleženci enega od mobilnih operaterjev. Ko sem gledal prodajni katalog je bilo v njem seveda mnogo mobilnih telefonov. Ogromna izbira.

V oči pa mi je padel eden od njih. To je bil prikupno oblikovan mobilni telefon namenjen ženskam. Predlagal sem, da naredijo akcijo, v kateri bi imeli le pismo in brošuro s predstavitvijo tega telefona. Poslali pa bi ga lahko ženskam v svoji bazi strank ali moškim in jim to predstavili kot odlično darilo za svoje partnerke. Upam, da bo podjetje šlo v ta eksperiment, saj menim, da bi na ta način lahko imeli odličen ROI na akcijo.

Velikokrat torej podjetja poskušajo predstaviti mnogo ponudb primernih za mnogo ciljnih skupin. Tudi tukaj lahko pomanjkanje fokusa bistveno zniža rezultate akcije.

Zmeden kupec, slab kupec

Pri marketingu imejte vedno fokus na eno stvar. Preveč izbire namreč ubija.

Avtor: Robert Rolih

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Author

  • Robert Rolih

    Robert Rolih je bestselling avtor knjige The Million Dollar Decision in evropski javni govorec leta 2015 po izboru Professional Speakers Academy iz Londona. Svoje prvo podjetje je ustanovil iz ničle v študentski sobi, ko je bil star 23 let. Nato je do statusa vodilnega podjetja v branži pripeljal dve blagovni znamki. V zadnjih letih je naredil preskok od predavatelja, omejenega na Slovenijo, do predavatelja, ki si na zahodnih trgih deli oder z največjimi predavateljskimi zvezdami sveta, kot so npr. Gary Vaynerchuk, Brian Tracy, Rian Diess, Robert G. Allen, Andy Harrington in drugi.

Pri Business Titans priporočamo

Hitre zmage - brezplačni program

Izjemne tehnike, ki jih boste spoznali, vam bodo pomagale skokovito povečati učinkovitost marketinga in pridobiti več strank. Vsaka tehnika je predstavljena na eni strani in vsebuje tudi konkreten primer uporabe v podjetju. Avtorja programa sta mednarodni bestselling avtor Robert Rolih in podjetniška svetovalka Sara Brezigar.

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