CCTV's "brand plan" cannot be used. What about the bell on the desk?

This article is 2400 words, and the reading is expected to take 7 minutes. Welcome to enjoy.

Look at an old news first:

CCTV's "brand plan" cannot be used. What about the bell on the desk?

This article is 2400 words, and the reading is expected to take 7 minutes. Welcome to enjoy.

Look at an old news first:

2019,65438+10/7, the State Administration of Market Supervision issued two articles in succession:

It is illegal to use "national brand" as advertising language! 》

The General Administration of Market Supervision interviewed China Radio, Film and Television on the suspected advertising violation of CCTV's national brand plan.

In fact, this thing is not so magical. In essence, it is a big customer package of "hard and wide in prime time+customized promotional film". Whoever can afford it will label himself as a "national brand" and guide consumers to form high-value brand awareness.

Accordingly, CCTV has designed a set of awesome official publicity strategies, which can help money owners have 100 ways to closely associate themselves with the word "national brand", such as quality pursuit, enterprise spirit, various backgrounds and connotations.

For example, there are often the following sentences in the draft:

1, winning the honor is the embodiment of the strength of the enterprise, as well as the national brand plan and consumer recognition of the brand.

2. Highlight the leading position in the industry.

3. Leading the transformation of local brands from China manufacturing to China brand,

4. Enhance consumers' confidence in China brand.

As a consumer, how do you know that I recognize this brand? Have you consulted the consumer? Advertising has boosted my confidence?

Of course, it is natural for the media to sell advertisements, and it is also natural for enterprises to buy exposure and endorsement. Moreover, the title of "national brand plan" is indeed unprecedented, but the word "country" really cannot be misused.

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Benchmarking of "National Brand Plan" in Electric Vehicle Industry

Emma, as the first electric vehicle enterprise to eat crabs, dominated the "national brand" in the industry in 20 17 and 20 18, and it was also an important weapon to fight against the "higher-end" voice of Yadea from the brand level. This brand investment can be said to be indispensable;

Tailing spent 250 million yuan this year, trying to rush into the first camp with the help of the new national standard Dongfeng. It was originally a good thing that was cut off by the State Administration of Market Supervision. Although it still got the topic of prime time+people, it lacked a bright pearl in the crown and the brand lacked explosive power.

Let's calculate an account:

250 million (advertising fee)? 3 million (vehicles) =83 yuan/vehicle,

If Tailing sells 3 million vehicles in 2065438+2009, each vehicle will bear the advertising cost of more than 80 yuan on average.

Standing on the fatal node of 20 19, it is impossible for Zhong to transfer expenses in the form of price increase, so it must be a way to overdraw profits.

On the other hand, Emma has invested nearly 600 million yuan in the national brand plan for three consecutive years, one of which is an important part of the overall strategy of sprint listing.

A brand should go deep into the minds of users.

It takes a long time and continuous promotion investment to turn the brand into a moat.

Emma got on the boat of CCTV's "national name", so she can't get off the boat easily. She is constantly tied to this label and constantly throwing money into it. The national brand plan was cancelled this time, but it was a solution for Emma.

From Tailing's point of view, the obvious need to spend huge sums of money on advertising is to use advertising as one of the engines of the rising channel, and whether the sales volume rises as scheduled is the key. If the sales volume goes up, continue to invest. If the sales volume does not go up, the huge advertising fee will become a burden.

If there is a national brand plan this year, it will not be needed next year, then such brand investment will be greatly reduced in terms of time.

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Without the "national brand", it must be a bad thing?

Everything is a blessing in disguise.

1, judging from TV media advertisements, it is either a drama, a variety show or a prime-time channel. Although Tailing lost a label, it got the golden advertising space of CCTV, and the propaganda film that ran farther was still broadcast constantly, and it also seized the top spot in high-altitude reporting.

In fact, users will not change their understanding of Taiwan Bell because there is more or less a label of "National Brand Plan" in the advertisement.

2. From the channel point of view, the big investment of Tailing is a very loud public relations communication. The determination and confidence conveyed behind this action have formed a strong coverage and influence on the dealer groups in the whole industry. As the electric vehicle industry with the channel as the king stage, Tailing's goal of "doing something" has long been achieved.

3. With conflict, there is a second chance to spread!

The interview slot of "National Brand Plan" stands from the brand point of view, forming a conflict point of information and cognition, which will further improve everyone's expectation for Taiwan Bell's next move.

The marketing department of Tailing can use the cognitive conflict formed by this slot to design a compound communication game with secondary fission, so as to obtain a topic flow with more continuous communication power than a simple "national brand" and double the volume in the industry.

For example, the United Nations, the United Nations Environment Programme and e-travel partners, whether they donate to the Environment Fund or not, are actually very good.

It's a pity that I still see the title of "national brand" hanging in my official WeChat account today, so the little friend in charge of public relations should take a good tutorial.

4. From the time point of view, the desk bell has untied the bondage that it needs to spend a lot of money to label. At least 200 million yuan can be spent on more flexible brand play in 2020, instead of being bound all the time, which is a better result for Taiwan Bell.

Chen Mingyou is a strategic consulting partner of Tailing. Under the decentralized advertising structure of enterprises, Mr. Chen's "new marketing transformation" model will inevitably get more capital injection. Based on the traditional style of "advertising+channel+promotion", Tailing will gradually consolidate its marketing strategy in the information Internet era. 、

The first trick: find a big institution and do certification endorsement.

The biggest scam is the national dental prevention group with two people, two desks and two telephones, and the Chinese Stomatological Association.

The second trick: spend a small amount of money on various lists.

I won't elaborate on this. Making a list has already become the first unique skill for the gold master's father to pay for it. You pay, I hehe ~

The third measure: invest heavily to buy high-level endorsements.

To do business in China, you must first learn political economy. Bosses are always afraid that they are not close enough to the center, so they especially like to label themselves as national, international and global, which seems to be recognized by the people.

So N years ago, there were such identification labels as "Excellent in Province, Excellent in Ministry and Excellent in Country", followed by "China Famous Trademark, China Famous Brand, National Inspection-free Product" and so on. Finally, with the closure of Sanlu milk powder with all national labels, such labels began to fade out of the market.

People who are truly valuable are admirable. ; Although peach trees and plum trees don't talk, there is a road under them.

Become the king of brands,

Your heart is truly user-oriented,

Do a good job in products and services, do a good job in communication with users, really help users solve problems and meet their needs, thus forming their own unique stickiness.

Heaven rewards diligence and pays attention to morality,

All strategies that try to win by skill,

Will eventually be ruthlessly penetrated by the rules of time.

Okay, I said Yadea, Luyuan, Knife, Desk Bell. Let's talk about the story of a new day in the next issue. See you this weekend!

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