RFID enterprise marketing error observation

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• 日期: 2018-09-05
• 浏览次数: 1289次

Today, many companies are looking for RFID solutions.But they often fail to find solutions that meet their needs.

 

 

If these products are more transparent, it will be easier for potential buyers to find suitable solutions and deploy them.This also benefits solution providers.Many end users will deploy a similar solution based on the case presented on a professional web site.Therefore, when a potential RFID customer cannot find a suitable solution, the adoption rate of the technology will slow down.

 

 

Suppliers' focus on Numbers is the biggest cause of the problem.Imagine you are a marketer for an RFID manufacturing company.Then you need to choose between the two activities.One was the manufacturers' event, attended by a total of 10,000 executives from manufacturing companies around the world.Another is the RFID industry event, attended by a total of 100 executives.

 

 

Most marketers choose manufacturing activities, believing that company salespeople can persuade attendees to buy the company's RFID solutions.As Geoffrey Moore explains in his book "crossing the chasm", this approach did not work in the age of market penetration.You only need a little observation to know that it doesn't work.If that worked, most manufacturers would already be using RFID.The reality is harsh, and many RFID companies have abandoned the scheme.

 

 

There are similar problems with advertising.Companies that sell medical solutions typically advertise on the industry's website, but are largely ignored.Instead, they spend little on advertising on RFID sites.They believe that spending on advertising on medical industry websites is more effective.

 

 

It's a bit like selling cars in a mall, where there are more people.Of course, no one buys a car in a mall, everyone goes to a car dealership to buy a car.

 

 

If you are a smart marketer, ask the salesperson the following questions:

 

 

1: how much time do you spend convincing companies that aren't looking for RFID solutions to use RFID solutions?(if it takes a lot of time, ask him why the company's sales growth hasn't reached 50%.)

 

 

2: what percentage of companies in your target industry are deploying large RFID solutions?

 

 

3: what percentage of companies in your target industry are actively working on RFID systems?

 

 

4: where would they study such a system?

 

 

5: would you like to promote RFID in a room with 10 active research executives of such systems companies, or in a room with 1,000 no such intention?

 

 

6: if you can guarantee that companies actively researching such solutions will see ads, even if the number of people is small, would you be willing to advertise here?

 

 

The most important question you should ask is the salesperson and yourself: if a person who studies this type of scenario clicks on your AD and goes to your website, what will you do next?Unfortunately, usually nothing special comes next.Most sites do not have any kind of guidance to attract potential customers.A lot of times, potential customers can only read a lot of technical information and then lose interest in contacting the company.

 

 

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