What Is Community Marketing?

With the vigorous development of China s socio-economic and real estate industries, the vast majority of the population in cities have now formed a community-based lifestyle in accordance with their own living formats, and community marketing is precisely in this context and context Something born. Due to the increasing competition of traditional distribution channels, channel innovation often becomes a magic weapon for some enterprises to win unexpectedly. In the city, the sprawling neighborhoods hold immense potential. Therefore, "marketing in the community" has gradually been regarded as a brand new distribution method by some enterprises, and has attracted more and more attention.

Community marketing

With the rapid development of China's social economy and real estate industry, the vast majority of the population in cities has

First, directly facing the consumer group, the target group is concentrated, the publicity is relatively direct, and the credibility is high, which is more conducive to word-of-mouth publicity.

Second, atmosphere manufacturing and sales, with less investment and quick results, are conducive to the rapid return of funds.

Third, it can be used as a general publicity tool, or it can be used to organize specific groups of people to carry out specific publicity.

Fourth, directly grasp consumer feedback information, and conduct timely investigation and adjustment of publicity tactics and publicity directions in response to consumer needs.

Community management focuses on safety, such as community neighborhood committees or property management agencies

Breakfast cart

Many communities will have mobile breakfast cars that sell early. The body of the breakfast car is actually a good media.

Food miscellaneous

Preliminary survey

Preliminary survey of the community and establishment of community files

An in-depth investigation of the community is the first step in the development of community marketing. First of all, we must master the population size, age structure of the residents, cultural level, residents' habits and habits, and the geographical situation of the community. Prerequisites. Marketing theme, determination of appeal

At the beginning of the design, real estate developers segmented the market based on the dimensions of income, age, and education. They had very precise customer positioning, and they used customized real estate to circle specific consumer groups. Therefore, most of the residents in the community belong to a specific related group, and the community has a strong subcultural atmosphere, especially in a personalized, conceptual modern community. This culture profoundly affects the residents' consumption behavior.

Generally speaking, older people (40-50 years old) are more interested in self-education and entertainment, but not interested in advertising; while younger (about 30 years old) residents like new products, such as those promoted by advertising, The pursuit of romance, communication and other characteristics, while the average age of the traditional community is generally longer, while the new community is the opposite, which determines the manufacturers' choice of marketing themes and methods.

When we send movies into the community, in order to mobilize the enthusiasm of the residents, we formulate different themes for different communities. For example, in new communities with lower age levels, we use the theme of "nostalgia and watching outdoor movies" to shape A nostalgic atmosphere. On hot summer evenings, we screened old revolutionary films such as "Little Soldier Zhang Ga" in the open air. The unique way of activities evoked the childhood of people in the 60s and 70s.

Community marketing

The good memories of open-air movies instantly create a sense of intimacy for the product and enhance the affinity of the brand. In the traditional old communities, we take the theme of watching movies and enjoying the coolness, and mainly focus on light drama films with relaxed and humorous subjects. Because residents are older and pay more attention to health care, we focus on publicity and explanation when we promote "Tea polyphenols can remove free radicals from the body" to attract the eye.

Take a targeted marketing approach

Furthermore, age is an important factor in determining purchase patterns. Surveys show that 70% of purchases are impulse purchases, while those under 35 reach around 75%, 35-44 are 64%, and 45-54 are 68%. In general, young consumers always make an instant decision, and the purchase volume is large. When we develop a promotion, we mainly encourage FCL bulk purchases, through lively on-site display, and choose the young people like Bestsellers, shopping vouchers and other promotional gifts to stimulate consumer purchases. For the older consumer groups, it is encouraged to purchase one or two bottles to experience the benefits of the product firsthand and to strengthen their knowledge of the product.

Choose the right time and place

It is very important to master the residents' daily habits. For example, the general residents in the community go out early and return late. They are mainly at home during the day and they do not care about advertisements. The night and weekend are the most concentrated and free time for community residents. The event is very limited in time, which is the main reason why we decided to release open-air movies. It can not only give more residents the opportunity to participate in interactive communication, so as to ensure that the audience is spread as much as possible, and the way of activity can be enjoyed Close to residents' living habits.

When investigating, it is necessary to find out where and when the crowd is concentrated and where it is the most. This determines how to design the details of the event plan. To achieve the effect of the event promotion, it is necessary to attract the target consumer crowd to the maximum extent Use of resources. After the survey, be sure to file information for each community for later use.

Balance customer relationships

During the event, on-site promotions and sales are very important. No matter how many advertisements are made, it is not enough for consumers to try the product itself. This experiential feeling allows consumers to deeply remember the brand, which also has the opportunity to make them Become a loyal customer of the brand. On-site sales promotion as a direct sales form has always been out of step with the hierarchical channels. Although it is not a big problem in a short period of time, when community marketing becomes a regular activity, it also conflicts with the channel system of manufacturers.

In special sales, we must pay more attention to balancing the customer relationships of all parties, especially the local distributors and community convenience stores. This mainly involves issues such as retail pricing, promotion methods, and sales. Terminal retail prices are often higher than KA. The store price is high. According to the KA price, residents will complain that the convenience store owner earns ambiguity, which will stimulate the contradiction between the manufacturer and the retail point, and even cause the retail point to be unavailable. In terms of the retail point price, the residents will say that the manufacturer is not honest It is actually higher than the retail price (KA price). They hold that the manufacturer's price should be the lowest, and it really feels like "beautiful when you meet a soldier, and you can't reasonably explain". But at this time, the most important thing is to take into account the interests of the retail outlets. We value consumers at convenience store prices through promotions.

It is more important to take into account the pull of the channel, promote in the community, and sometimes the sale effect is good, manufacturers should adjust the goods at the local distributors to prevent the passage of the blockage. And to prevent manufacturers from controversy in the current sales volume, because manufacturers' rebates are often linked to sales.

Keep improving

After all, the community is not a place for public entertainment, and the event itself cannot last too long, otherwise it will disturb the normal work and rest of the community, which will cause the residents' resentment, and the residents are concentrated in the community only for a small period of time, so the marketing activities are often short of. To give residents the deepest and most satisfactory impression in the shortest possible time is a huge challenge for manufacturers.

Risk is always proportional to revenue, as is community marketing. Traditional communities often have many informal organizations based on common hobbies, such as the Chess and Cards Senior Citizens Association. These informal organizations have become the main channels for communication and communication among residents, and the influence among members of the organization is great. In the new community, most of the residents belong to a related group from a social point of view, and they have a strong demonstration effect on each other's behavior. Therefore, in community activities, it is often "successful but also defeated!" Good and bad things can be spread for thousands of miles. The positive and negative effects of activities are often amplified by the same word-of-mouth effect, which directly affects the market performance of products in the area. This requires manufacturers to be perfect in all aspects of the activity.

Be creative

Community activities must have a very special theme and form. Community activities can take a variety of forms, such as children's drawing competitions, fun games, various sports competitions, and so on. However, no matter what form it is, there must be profound creativity. Try not to repeat the same activity in the same community, otherwise the satisfaction degree brought by the effect of the activity to the residents often decreases due to lack of new ideas.

Pay special attention not to imitate competitors rigidly, because the event itself has nothing new, and can not raise the enthusiasm of consumers to participate. And it will virtually reduce their relative position in the eyes of consumers. No matter what kind of activity and how to operate, it is always difficult to cover everything, and consumers often amplify their mistakes at work and make them feel dissatisfied, and they always forget the good side. When we imitate activities, consumers first think of negative factors and give our brand a bad first impression. Moreover, when confronting competitors, latecomers often need to have an overwhelming advantage to achieve the effect of distracting attention, but this means a large investment. In short, activities without new ideas are uneconomic.

Innovative publicity methods

The most common community propaganda is to post posters everywhere, hang banners everywhere, direct mail to roads, roads, and house jams, which not only affects the overall beauty of the community, but also harmful to the environment and health. Residents are very disgusted. Realize it, spend money on water; on the other hand, make it awkward, and damage the company's image due to the company's lack of social responsibility. When doing publicity, manufacturers should selectively carry out brand publicity, and physical displays and promotions are often a way that residents are willing to accept. In addition, traditional mailings, folders, distributions, billboards, and bulletin boards can be humanized and not simply advertising. For example, when distributing a direct mailing list to residents, you can attach the information required by the residents to it, or use the daily necessities and decorations of the residents as the carrier of the direct mail content, so that the residents will accept it because of their use value. These publicity materials greatly increase residents 'exposure to manufacturers' advertising information.

Standardize employee image

Marketers should be unified and standardized in terms of clothing and language. Let residents feel the company's rigorous corporate culture and generate trust. Compared with other marketing channels, community marketing has higher requirements for its services. When conducting promotional activities in the community, many unpredictable things often occur. Therefore, it is important to train employees in advance, such as handling problems and information. Feedback, fulfillment of service promises and other aspects must be handled in a professional and timely manner.

Keep the activity long

Large-scale promotional activities in the community are often short-lived. To allow target consumers to remember the brand and remind them from time to time, we continue to carry out redemption activities in the community after the event, that is, consumers gather a specified number of bottle caps It can be exchanged for some daily necessities at convenience stores designated by the community, in order to stimulate residents to continue buying, extend the impact of the event on target consumers, and form product preferences.