Boss, do you know that customers come from these three aspects?

This article mainly discusses three ways to attract customers: channels, advertising and brand image, and emphasizes the importance of these three factors in modern business.

Regardless of whether you are a big boss or a small boss, the most troublesome problem is:

Where do customers come from?

Most people’s first impression is that “customers come from the circle of friends”, then some say they come from online platforms, and some say they come from offline stores.

To be precise, not quite.

In fact, customers come from three aspects: first, channel; second, advertising; third, brand.

1. From the channel

Before the Internet era, channels were almost all offline, and local marketers were also channel merchants. The Internet ushered in the e-commerce era, and online channels became new customer acquisition channels due to their convenience and speed.

After the establishment of the network channel, the name of customers was changed to "traffic". In fact, traffic is potential customers.

For enterprises, channel capabilities are the hematopoietic organization. How a product reaches customers depends on the channel. Channels establish various sales and service organizations, which can compete closely with consumers and thus gain customers.

The Sixiufang in the liquor industry, Amway in the health products industry, and even the early promotion of Jiang Xiaobai, all relied on strong channel organizations.

Where do customers come from? First, from channels.

2. From advertising

Even if you have offline stores and distributors in 34 provinces and cities across the country, the source of customers is still limited, because the channel has a "ceiling" and requires huge maintenance costs, such as huge investment in time and manpower.

Companies that rely solely on channels will experience sluggish growth in the later stages, limited visibility, and will eventually reach a bottleneck.

If a company wants to build a big brand, it must have more public recognition. At this time, advertising is needed.

Advertising is about making it known. It is about informing the public of the benefits of a product or the value of a brand, and "storing money" in the public's mind, so that it will automatically pop up when consumers need it and guide their consumption.

Therefore, advertising is the second largest source of acquiring customers.

How to place an advertisement? You need public media and you also need to repeat it over and over again. When your advertisement is implanted in the minds of consumers, it is like stamping them with a "thought stamp", and a huge magic will occur in the consumption scene.

3. From the brand

Brands accumulate into assets.

When a brand has accumulated a certain amount of brand power, it has the brand's popularity, reputation, authority, and attention, which is equivalent to having fans.

These fans will spontaneously buy your products and actively spread your products and brand, which will create fission. Fans will influence the people around them and make more people become your customers.

This is why everyone is trying so hard to build a brand, because behind the brand is a steady stream of customers.

The sudden popularity of Pop Mart, Luckin Coffee’s continuous popularity, and Lululemon’s recent reputation in the circle are all examples of brands realizing their potential.

Marketing is to create long-term customers for enterprises. Customers come from channels, advertising and brands. Therefore, penetrating channels, placing advertisements and shaping brands are the three cornerstones of enterprise marketing.

Source: WeChat public account: Qu Tailang (ID: qutailang1991)