Leveraging marketing [1] refers to the use of external forces or other people's superior resources to achieve their own set of marketing goals or marketing effects. Just as we want to sell our products to customers across the river. We must consign our products to the other side of the river with the help of ships and pilots, and finally achieve the benefits of my products to our customers. As a salesman, driving a boat is not our strong suit, and we don't even know how to do it. Leveraging is the fastest way to achieve your goals. Because the boat and the driver are not our resources, and we don't know much about the boat's performance. Only with the help of experienced drivers can we deliver our products safely across the river.
Many companies are now using leverage marketing methods. For example, outsourcing products to professional marketing team companies, product packaging brand output companies, and corporate consulting companies are all forces that companies need to borrow. There is a bottleneck in the sales of your company's products, and your own marketing team cannot achieve the expected results. Many companies have professional marketing teams to help companies achieve their marketing goals.
1. Borrow the brand
With the effective use of existing well-known brands [2], you can quickly enhance your brand awareness and influence. Many domestic enterprises are not well-known and have no brand to speak of, so how to use well-known brands to develop their own market? Borrowing brands is a good shortcut. [3]
2. Borrow the user
Use other people's existing users to promote
3. Borrowing channels
Use other people's existing channels to promote. Many SMEs are very limited in terms of marketing channels. The emergence of Alibaba, Taobao and Huicong.com allows more product information to be delivered to users in the first time through Internet channels. With the help of e-commerce platforms such as Alibaba, Taobao.com, and Huicong.com, this is called borrowing. channel.
When the company's product sales are blocked and its own marketing team fails to achieve the expected results, the product is outsourced to a professional marketing team to achieve the goal of selling products through the sales channel of the marketing team, which is also called borrowing channels.
4. Borrow money
Borrowing funds is the most common, and shortage of funds is also a common problem of modern enterprises. Many companies have problems of one kind or another in their capital turnover. It is the most effective solution to seek financial help from banks or financial institutions or find angel investment. [4]
5. Borrow manpower
Borrowing manpower, as the name suggests, is to use personal connections to spread product information through the introduction of relatives and friends. Of course, in the process of dissemination, you may encounter a series of problems related to word of mouth, and may also be restricted by channels. After all, the circle of friends is disseminated in a small area. If you want to disseminate product information in a large area, you need to borrow channels. .
6. Borrow hot spots
If you want to spread the company's products on a wider scale in a short period of time, borrowing hot spots is a good marketing method. Through the various "doors", various "where to go", various "singers" and other hot events on the Internet, product information can be quickly disseminated, and the center of hot marketing lies in the "point".
7. By Wisdom
How to borrow wisdom? The author provides the following five ideas:
1. Hire experienced employees
2. Cooperate with experienced professional companies
3. Hire expert services
4. Take valuable courses
5. Learn textbooks and magazines with practical cases
Leverage marketing is very suitable for small and medium-sized enterprises that are short of resources. Reasonable use of leverage marketing can achieve the best results with the least amount of money. The key to leveraging marketing is relevance, especially how to make customers naturally feel the close connection between brands. [5]
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