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There are a lot of market research method and low cost, can help small companies to contact customers and learning competitors. One way is in the local college and university curriculum project, in order to obtain professional knowledge to students and professors.
Note: in reality, many products are in cooperation with some famous university research, core technology or product from a well-known university, easy to investment and cooperation that than to build their own research institute, but the technical content of products and credibility will greatly enhance the.
One to two key brand association based on to focus on the construction of one to two strong brands
Small businesses often can only rely on one or two brands, with one to two key associate as these differences in brand point. With the evolution of marketing plan and the passage of time, these associations must keep consistent and strengthen. Rooted in the ski and surf culture, America Diamond Corp (Volcom) performs "young rebel conservative" (Youth Against Establishmen0 doctrine, thus brings the steady sales of music, sports apparel and jewelry.
Note: the enterprise power concentrated in one to two brands above, occupy the market with leading brands, driven by sales of other products. For example, we know that using IPOD, IPHONE and other Apple Corp to win the reputation of several products, so as to promote the whole series of products sales, to become the world's most famous IT enterprises.
Using a series of brand elements of the perfect fusion.
Tactically, maximize the three driving factors of brand assets brought about by the contribution is very important for small businesses. First of all, they should be out of the ordinary and brand factors a set of perfect fusion of the development, makes the brand awareness and brand image are enhanced. Brand factors should be memory and full of meaning, and possibly more creative potential. For example, an alternative creative packaging is to advertising, to seize the attention of consumers at the point of purchase. SMARTFOOD company to launch the first product without using any advertising. But in special packaging as a visual symbol of the shelf protruding, and through extensive samples show activities to encourage consumers to try.
Secondly, the good enterprise name or family name can also bring some particularity, but they may have bad spelling, ambiguous and difficult to memory problems in brand consideration. If these deficiencies is too big, had better try alternative brand elements.
Note: small enterprises do not have the funds running ads in the media, it should be operating intentions in other aspects, such as most people now is to establish the first impression to the enterprise through the web site, email, social software, so the small enterprises should be in this aspects of the intention to design, to consumers left a deep impression. The unique design of the terminal products, shelves and the store is the same reason.
Momentum and create with brand loyalty of consumer groups
Because small businesses typically have to rely on word-of-mouth to build the brand positioning of them, therefore, public relations, social network, low cost promotion and sponsorship can be less expensive. In the existing and potential customers to create active brand community is a very effective way, can enhance customer loyalty and contributes to the word to new potential customers.
For example, the Firefox browser was able to compete with Microsoft's IE browser, in part due to its dedicated team of volunteers. They are composed of more than 10000 programmers, and with the development of Firefox source code. Even with 12 fans of the brand's feeling is so strong, that they are in the state of Oregon Salem outdoor oatmeal ground in 2 inches by 4 inches square wood and rope hollow make the brand logo image 30000 square feet.
Note: have the habit of consumers, when the understanding of a product or a project in the network, always reference has bought the consumer product reviews, go to the Baidu Q & A, Baidu encyclopedia verification project of true and false, operation has the investment project. Often one or two bad review or products of the negative reports are lethal to a business, it is not difficult to understand why the seller will come up with a variety of methods or praise.
As far as possible the use of secondary Association
Secondary Association (secondary Association) means any person who, with the potential relationship between place or thing. It is often an effective shortcut to building brand equity, especially those that can be used as quality marker association or credibility. For example, the fingerprint identification software maker Cogent12% turnover and most of the brand assets have benefited from such a fact that the Department of Homeland Security (Department of Homeland Security) the use of its products to protect the United States homeland security.
Note: Hu is a shortcut to quickly enhance their own influence of small and medium-sized enterprises, such as the company is a well-known enterprises designated suppliers, a star celebrities long-term use or wear the company's products etc.. Small and medium-sized enterprises should always pay attention to or create these potential opportunities.
