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      沙漏的新賣點

      來源: 作者:

      沙漏是一件古老的器具,它在時鐘未發明前用來測量每日的時辰。時鐘問世之后,沙漏已完成了它的歷史使命,而有一個人卻把它作為一種玩具來生產銷售。但是沙漏作為玩具,趣味性不強,孩子們自然不大喜歡它,因此銷量很小。

        后來,沙漏的需求越來越少,這個人的沙漏幾乎要停產了。

        有一天,這個人看到別人在長時間地打電話,并且因為無法控制話費而苦惱,一個構思立刻浮現在他的腦海:做個限時3分鐘的沙漏。

        在3分鐘內,沙漏上的沙就會完全落到下面來。把它裝在電話機旁,這樣打長途電話時就不會超過3分鐘,電話費就可以有效地控制了。

        這個東西設計上非常簡單,把沙漏的兩端嵌上一個精致的小木板,再接上一條銅鏈,然后用螺絲釘釘在電話機旁就行了。不打電話時還可以作裝飾品,看它點點滴滴落下來,雖是微不足道的小玩意,也能調劑一下現代人緊張的生活。

        擔心電話費支出的人很多,新沙漏可以有效地控制通話時間,售價又非常便宜。因此一上市,銷路就很不錯,平均每個月能售出3萬個。

        這項創新使看不到前途的沙漏轉瞬間成為對生活有益的用品,銷量成千倍地增加,面臨倒閉的小作坊很快變成了一個大企業。

      沙漏的用處

        營銷啟示:

        找出自己商品的賣點,然后再結合消費者的需求,這是商品暢銷的根本。然而,有的商品的閃光點卻不是一下子就被發掘出來的。營銷者應該首先發現自己商品的賣點,然后圍繞著這個做文章。如同Windows2000系統的推銷,起初微軟是想將它作成一個家庭平臺,可是在后來的測試中卻發現它是一個極佳的游戲平臺,于是索性改變策略,將它往游戲方面發展,最后終于獲得成功。

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