How to do a good job in the marketing of LED lamps?
For many LED businesses, how can they do a good job in the marketing of LED lamps?
The advantages of LED lights are obvious. Power saving and durability are the biggest features of LED lights. Generally, they can save more than 70% of electricity. The intensity of 12 watts of LED light is equivalent to 40 watts of fluorescent lamps. It produces harmful elements such as mercury and xenon. The non-flicker-free feature of DC drive can also protect eyesight. Now the most popular eye protection lamp on the market is the LED lamp. Let's take a detailed look at the marketing techniques of LED lamps.
Therefore, when we do LED lighting marketing, we must consider the following aspects:
First: We must do a good job in positioning and dissemination. For consumers, high-end products not only meet the basic needs of their functions, but more importantly, they meet the higher spiritual needs of consumption. Therefore, we have to differentiate the quality characteristics of its products, brand connotation, product image packaging, brand appeals, and prices to meet consumers' high-grade and high-end psychological needs.
Second: Pricing, since it is a high-end product, it is destined not to be consumed by everyone, so the price must be high;
Third: Decoration must reflect consumer taste. The decoration mentioned here does not simply refer to packaging, but also includes brand culture, propaganda concepts, etc., that is, propaganda and packaging of wine, through propaganda to make consumers feel that they are tasteful and superior.
2012 is destined to be a year full of opportunities and challenges for China’s LED industry. How to make steady progress during this year and pursue sustainable development over a longer period of time seems particularly necessary. Although LED road lighting is unanimously favored by the industry, how to divide the market still depends on the company's core technology and competitive strength.
1. Grasp the right time for consumption
The thinking of merchants often revolves around the product classification of "production attributes", while consumers think about the classification of their own lifestyles. The importance of "consumption opportunities" is far greater than the importance of the products themselves. It doesn’t matter what the product is. What’s important is whether the product is suitable for the situation he/she is in. If it is suitable for the situation he/she is in, your product will get a "consumption opportunity", which is commonly referred to as "Business Opportunity."
2. Marketing of counter seats
Consumers pay much more attention to consumption scenarios than to product selling points. Recognition marketing has always advocated paying attention to consumers. It does not allow you to pay attention to products from a consumer perspective, nor to pay attention to consumers from a product perspective, but to consumers themselves. For example, buying a 25-watt ordinary light bulb is 80 yuan or one yuan, while buying a 7-watt LED lamp for a family living room is as high as 60 yuan, although the brightness of a 7-watt LED lamp is equivalent to a 40-watt energy-saving lamp, and the life span is 6-7 years , But will consumers be willing to pay more than 60 yuan to buy a lamp? If ordinary consumers can't establish energy-saving concepts, the high price of LED lamps will discourage most consumers.
Three, bring benefits to consumers
While understanding the real needs of consumers, "taking advantage" has really changed the choices of consumers. Why should a consumer buy a product? Because she has a demand, she would not buy it if there is no demand. However, there are two types of demand.
(1) Physiological needs: Physiological needs are those that need to be applied immediately or in the near future. For example, we want to drink water when we are thirsty, and we want to eat when we are hungry.
(2) Psychological needs are on a spiritual level. Why can LV bags be sold for 10,000 yuan? Because LV is not just a leather bag, it is also a symbol of showing its status to others; why does it appear? The "crazy" scene of Apple mobile phones lining up for hot sales? Because the use value of whether it is used, whether it is good or not, and what it can be used for is not important. The only important thing is to have the symbol of "Apple". After solving the material basis, gaining respect and the realization of self-worth become the pursuit. Pay attention to the evaluation of others and society, and have a strong sense of being evaluated. For example, buying a good car needs to show off, buying a set of brand-name clothing needs more people to know, etc. Even under the influence of "face", consumers can go against their hearts. Real ideas should be in line with the public's views, and there is an obvious tendency to conform to the crowd. It is this kind of "face" plot that makes more consumers like to buy branded things and like to buy them for others.
Consumers have a "dual personality". In the high-end market, they want to prove their value by buying high-quality and flauntable products. They have to prove that "I am a noble shopper"; in the low-end market, they will spend their time to buy. Cost-effective products to show their brilliance, they want to prove that "I am a smart shopper." Social-related products, such as watches, cars, leather bags, IT products and clothing, etc., consumers will pay attention to the brand, and need to have value associations that indicate the status, level, taste, circle and other characteristics of consumers; and products related to self-use , Products such as canned food, household detergents, paper products, etc. only have excellent use value.
We first need to figure out what kind of market this is, who are our target consumers? What price they can accept? Are they biased towards the use value of the product or the psychological value? Under what circumstances do they choose our brand ?Where do they buy led lamps?
We need to create more and better promotional methods, such as free experience, interactive games, lottery rebates, or by adding service methods, so that consumers can get more discounts at the same price, such as telephone ordering, home delivery, and free packaging. Wait. In short, the essential needs of consumers for products are: not only to satisfy the face, but also to spend less money, and the quality must be guaranteed.
