产品经理的42个原则-原则32-Determine Your Marketing Approach Early and Wisely:尽早和明智的确定你的营销方式!

A brilliant product without the right marketing approach to support it can result in company failure.

一个优秀的产品如果没有正确的营销方法来支持它,可能会导致公司的失败。

As product managers, you always have to struggle to meet customer needs in the context of an unrealistic schedule in order for the company to meet its objectives. It’s easy to get caught up and over- whelmed with turning out a perfect product. But a brilliant product without the right marketing approach to support it can also result in a company failure. Determine your marketing approach early—at least twelve months prior to launch—and you will avoid wasted energy, course correction, and effort with no return. It’s the difference between “product readiness” and “market readiness.”

作为产品经理,为了让公司实现目标,你总是不得不在不切实际的时间表中努力满足客户的需求。人们很容易被一个完美的产品所吸引。但是,如果一个优秀的产品没有正确的营销方法来支持,它就会导致公司的失败。尽早确定你的营销方法——至少在发布前12个月——你就能避免浪费精力,纠正航向,努力而无回报。这就是“产品准备就绪”和“市场准备就绪”之间的区别。

Here are some common mistakes companies make when determining the right marketing approach:

以下是一些公司在确定正确的营销方法时经常犯的错误:

They try to do everything possible in order to create maximum buzz.

他们想尽一切办法来制造最大的轰动效应。

This is also known as “spray gun marketing,” and the basic misconception is that the more marketing you do, the more successful your product will be, even if the marketing efforts are unfocused. You may find you’ve spent lots of money for mediocre results, or that your team is trying to think “big” but not critically.

这也被称为“喷枪营销”,基本的误解是,你做的营销越多,你的产品就会越成功,即使你的营销努力没有重点。你可能会发现你花了很多钱换来的都是平庸的结果,或者你的团队试图去想“大”而不是重要的。

They do what’s easy and cheap.

他们做的是简单廉价的事情。

This is easy to fall into when finances are tight, and top management may applaud you for making “the tough decisions,” but if you follow it, you’ll still waste precious marketing budget. It’s not only a matter of what you can afford—but finding the right marketing strategies that will be transformational for your product.

当财务紧张时,你很容易陷入这种困境,管理层可能会称赞你做出了“艰难的决定”,但如果你照做,你仍然会浪费宝贵的营销预算。这不仅仅是你能负担得起的问题,而是要找到适合你的产品的合适的营销策略。

They focus on the kinds of programs the management team loves.

他们专注于那类管理团队喜欢的项目。

Maybe they love PR because they’re pumped by industry kudos, or maybe they’re fascinated by social media because they want their company to be leading edge and hip. The problem with these pet programs is that while they may stimulate interest or activity, they may not be most effective in reaching your audience.

也许他们热爱公关是因为他们被行业荣誉所激励,也许他们对社交媒体着迷是因为他们希望自己的公司处于领先地位。这些受宠爱项目的问题在于,虽然它们可能会刺激人们的兴趣或活动,但它们在吸引受众方面可能不是最有效的。

So what’s the best way to avoid these critical errors, and get marketing on the right path early on?

那么,避免这些关键错误并尽早让营销走上正确道路的最佳方法是什么呢?

While it will likely take many planning sessions to come up with the best marketing mix, here are a few questions that can lead you in the right direction, keep you grounded in reality, and optimize marketing efficiency:

虽然要想出最好的营销组合可能需要很多策划讨论,但这里有几个问题可以引导你走向正确的方向,让你脚踏实地,并优化营销效率:

What (or who) influences your customer the most?

什么(或谁)对你的客户影响最大?

Is it other people (industry influencers, colleagues, friends), certain publications or news sources, evidence or proof that your product works? Identifying the “sweet spot” helps ensure your message is on point, and that it’s coming from a credible source.

是其他人(行业影响者、同事、朋友)、特定的出版物或新闻来源来证明或表示你的产品是否有效?识别“最佳位置”有助于确保你的信息是正确的,而且它来自可靠的消息来源。

Are people ready for the “whole product,” or do they need to try before they buy?

人们是否已经为“完整的产品”准备好了,还是在购买之前需要尝试?

It may be that you want to test different offerings or packages to find out what lowers the barrier to entry.

可能想要测试不同的产品或包装,以找出是什么降低了进入的门槛。

What drives your audience to buy?

是什么驱使你的受众去购买?

In other words, are they viral, aspira- tional, data-oriented, etc.? Make sure your message and communication channels support this.

换句话说,他们是病毒式的,正常渴望的,还是数据导向的,等等?确保你的信息和沟通渠道支持这一点。

What is your company’s current brand image, and how much latitude do you have with marketing programs?

贵公司目前的品牌形象是什么?在营销计划上有多大的活动空间?

Always be sure your marketing is con- sistent with this. Don’t do a social media program just because someone thinks it’s cool; if it’s not consistent with your company personality it will almost certainly not be cool, and it probably won’t have any impact anyway.

始终要确保你的营销与此一致。不要仅仅因为某人觉得很酷就去做社交媒体节目;如果它与你公司的个性不一致,那几乎肯定不会很酷,而且可能也不会有任何影响。

What metrics does your company need to see in order to deem your product a success?

为了相信你的产品是成功的,你的公司需要看到什么指标?

Remember that metrics can mean anything from industry buzz to blog pick up to homepage clicks to sales conversions. But don’t overlook profitability! Be sure you have a healthy mix of programs that indicate people are moving through the sales cycle.

记住,衡量标准可以是任何东西,从行业热点到博客获取,从主页点击到销售转换。但不要忽视盈利能力!确保你有一个健康的项目组合,表明人们正在经历销售周期。

Overall, make sure you get alignment on your marketing approach early—before you dive into the detailed marketing mix. It will go a long way to save time and ensure success. And if you go through your marketing approach early enough, you might find that your product may need some changes itself.

总的来说,在你深入研究详细的营销组合之前,要确保你在营销方法上尽早达成一致。这对节省时间和确保成功将大有帮助。如果你足够早地检查你的营销方法,你可能会发现你的产品本身可能需要一些改变。



 

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