Many drive friend must have such an experience, due to the increasing number of vehicles, the city's streets and more crowded. So parking is a major problem. In the absence of parking spaces, you must be good at finding parking on-street license within the scope of the empty child, but the road was allowed to the extent that it had stopped his car into full auto edge joints, but to have the ability. First of all, you want to go to the "find empty" ("chercher le creneau,) then it will go to the" drill ", as to whether or not we can drill into the drill was good, they need technology.
In our daily lives, "the saying goes," you can say that it is people using very high frequency of a Word, people often good reasons people think is smarter, or compare the weasels. Because they are good at finding people to do something.
We do marketing positioning, you may just want to learn to "abuse", give full play to the abuse of skills that could have a very crowded market, find your own place. This so-called "abuse" actually is the enterprise's survival efforts and positioning. Whether your company is a leader in the market, do you really still followers are necessary to always pay attention to these loopholes, and then at the right time and the right opportunity, take the appropriate method to grasp it and drill into it, so your business will become more spirit alive.
We speak here goes in fact there are two meanings: one is in the mind of the target consumers in finding has not been met, another layer of meaning in the competition or to challenge the brand to target the interests of the consumer groups for gap in the portfolio. Then be filled. Specifically this means the consumer feel needs to be met under the premise that there are those gaps have been filled, so we have to anticipate the customer's mind looking for loopholes. This is our best marketing strategies in the field.
We know that there are many in the market, perhaps is big business stay, maybe the market for us. Depends on your ability to find these "empty" entry. These empty entry? we will how to find it, and how to enter? this is what we will work through this article to come together and discuss issues.
Straight cut and curve cutting? small empty money
Lee brand jeans is the United States of a jeans brand, but for a long time, but his market share far and is located in the most extreme cowboy dress first Live ' s Corporation. In order to catch even more than Live ' s market share, Lee brand convene and engage a number of well-known brands, marketing and competitive strategy experts to discuss. In the discussion, members agreed that, in order to achieve the purpose of applying the traditional policy alone is very difficult, because Live ' s brand has led her to have a large number of loyal consumers, these consumers can be difficult in the short term for addition to Live outside of the ' s interest in other brands. So how can we break through this barrier? lost in thought in the people.
One day, suddenly twinkling in the Lee of the decision makers had Flash, "fit?" and "?" and "custom made?" is on! "close" a Word! so, a wonderful strategy was born. Lee grasp have long been ignored by a city sing — female market on the main body of this market – 25 to 44-year-old female consumers of qualitative research has shown that this group on jeans is fond of (because of their young Cowboys witness, growth partner), and "close" is their most concerned interests. Most women need a waist and hips are very fit and freely of jeans, but their average 16 to trying on jeans to find a bed of roses.
Thus, Lee wisely positioned on this, in product design changed the traditional linear cutting, prominent female figure and line; in advertising performance dovetailed perfectly fitting Lee and take off, put on easily. "The most fitting jeans."
A "stick" to fill the gaps in the consumer's mind, indeed of the Live ' s brand of impossible to find the loopholes in the mind of consumers. Since then, the Lee brand "stickers" series will be a listing of jeans women in hot pursuit of consumers, sales surge in a straight line. Thus, jumped on board the jeans to second place in the ranking you see, not only the jeans brand Lee "stickers" choices, Lee signs this empty drill was indeed enough "relevance". In fact, only the crop method to do a little change, and not what is called a "landmark" revolution. But why the effect is so good?
Just think, when our ladies we usually buy clothes, you might have already got used to it, for example, sell a skirt, a look, style, fabric, his work is quite satisfactory, but put on the "wow" after feeling that all's well that big feeling the waist, so the shopkeeper could warm said: "I give you change yourself!" and you feel very satisfied, or if you want to buy clothes, go back to your own collection of a debt, and paying to go home.
But have you ever not, one day you go to sell dress up in a discussion, "Hey!" just right, you want to order, you will not hesitate to buy it? maybe you I do not feel to the enterprise in the innovation, reform, but as long as you feel "right" and "close" and "just like the custom made as" Enterprise aim was achieved. So many customers feel that the enterprise's clothing "suitable" and "close" and "like identical" tailored,? we can see the power of the "empty" one of spots.
Just now we enjoy a product goes to the fun, I guess everyone will have fun, so, here we come to enjoy a zero, another chance. ? Look down!
In the beginning we said in our daily lives, "the saying goes," you can say that it is people using very high frequency of a Word, people often get good at SCA
People think is smarter, or compare the weasels. Because they are good at finding people to do something. Lee brand case in opponent's work found empty, so the following example we are going to speak in his opponent's "," find loopholes.Drill first sanctuary
For the operation of the enterprise brand, the first argument and the first argument is the rapid positioning of the target consumers mind blank well. For the audience, because this information if the mind is the first time perception. To occupy one of the first and largest. So is the opportunity for audiences and memory.
Heineken's beer in the face of such strong beer Miller stand competition, if the traditional customary in beer quality and technology, and other aspects of the competition, have strong competitiveness. How to put Scrabble in breakthrough, this become the haunt of their senior big scratch their head.
In a comprehensive analysis of competitive environment and competition policy. Heineken's finally found a solution to the problem, this is our "first time and said," for the first time. So the "Heineken's beer bottle after second distillation disinfection"; this sentence classic advertisements was born. Because his opponents never officially and publicity. And consumers while also rarely mentioned, however, as the food and drink beer, after all, the health and a clean or very important. This is indeed a wonderful nice empty.
It's flash point is because it does not however first raised this aspiration points. No other beer manufacturer, and it caught hiding in the heart of a even consumers own neglect quality needs — beer bottles of the demand for health and cleanliness. When people see this appeal, this feeling of dust will remember — the brand of beer and health standards are so high, so the security with drinking. So people will remember it firmly — Heineken's beer.
You see, so many IQ high boss and elites but real overlooked this very important issue, it is a pity, but it's no wonder they, this point is also hidden too deep. This is an old saying in China that sentence "qiongzesibian", if not the Heineken is not satisfied with the current operating conditions, so the swords hanging high, forcing myself to think of course, the empty also difficult to drill into the oh so that enterprises, often with a sense of crisis would add a lot of power for themselves and wisdom!
Drilling is the use of empty
Then, in addition to the preceding these locations have empty can drill,? the answer is Yes, let's look together.
Now? we want in the size and size to find loopholes. United States car city Detroit Automobile manufacturers of special interest to do long and large car, but the body to low, in line with the streamlined requirements. But Germany has created a "the Beatles", looks body short and wide. If using traditional marketing methods, we have to lighten their weaknesses, expanding its advantages. But Volkswagen has done the most effective advertising has unequivocally stated its intention to "please go to the small office to".
Spit! "public crustacean insect" contour so ugly, but small enough to laugh, so in a crowded forest automobile market in the United States, how can you and Ford, GM and comparable Crisler? simply stupid! can Bernbach don't think so, he reported weaknesses that "small is good," no matter how crowded, you can find parking; traffic jams, the other cars were only looking car sigh and your beetle can shuttle, ease; time is money, save you time; but also fuel, make you more effective, buyers insect is how much you will get home has many virtues of frugality, and most importantly, he has so many advantages but the price is cheap, the diplomat with buy Beatles save money to send his son to a famous University to read a boarding school. See? small is good, the ugly is ugly is right.
Indeed, too, including I, members, usually think about cars and luxury, the atmosphere, displacement, speed, sound system, leather seats, and so on, salt, vinegar, salt is not acid. There ever any benefits of the "small", even thought about it, said, I bet, that is your comfort when masterpiece. Because you cannot give yourself find like Bernard ponds so fully, and reasonable grounds.
Because Bertie Grandpa on prospective customers to do a full estimate. While the market does not lack on the miniature car, but who did not take the status of the build up to a mini-van. This is the Volkswagen in size of typical lacunae.
Well, let's also think about the benefits of the "small"! is indeed the world advertising industry forefathers, export is outstanding, with a really small and ugly, "" car simply took the car "happy face" of the limelight. We also don't upset so many cars, people are not only competent tycoons looking at, let's not lose face, but learning cannot relax!
But despite the abuse of power, but also some drill the wrong time, obviously, no matter what you drill, how to break them, to control them is to get the money to do so on the drill pay, drill the wrong? "it goes without saying that money!
Let's look at an example of the failure. Ford to produce "Edsel", want to fill the Ford and "Mercury" and "Lincoln" gap between. From the factory interior look, this is a good strategy, but from a consumer perspective, there would be out of the question. In affordable car category, not "Edsel" location. If "Edsel" positioned as a high-performance cars, equipped with the appearance of a double door and a concave back chairs, and a matching name, it will not be made fun.
So we don't think that kind of empty all drilling, when you find one called "the empty child" thing, and you have to carefully examine this empty from there? you can have enough so that consumers receive justification in the mind of consumers? is reasonable, appropriate to lay down your empty? if not advise you
Don't get through with money, and nada drakes money, donate it to charity?!Front of Lala za za we relayed the city just case, let's examine the question of what problem? this empty it will be there?
In other words we should seek from the where to? tell you a secret, you only need to remember: "if then,,,,,,! WOW! can! (slightly reluctantly tone)" mean? no one thing is absolutely perfect, there's some or light or heavy regret, such as "this furniture is so good, well, if style to simple little" as the saying goes, "said who accidentally, listeners who" said this person may not have noticed, but you may want to look up (market research to often do) this is the opportunity of a signal, when you find that there are many such sorry there, your chance to work!
Of course you can also challenge a competitor or to brands to target the interests of the consumer groups for gap in the portfolio. Then be filled. But don't forget to be careful review he is not a "good" arbitrage "!
Finally, allow me to quote a sentence a bit philosophical, to end our discussion, "drill small empty is not difficult, difficult is drilling large empty, drilling out wonderful empty" If you can do an abuse of the master, you are a marketing whiz, extremely lower never digressions!
Big guys abuse have sharp eyes! today's consumers are not well covered!
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