The impact of advertising on enterprise development

Advertising affects enterprise development. Enterprise development must require advertising investment, but huge advertising fees are like a mountain, making enterprises unable to breathe. "To grow rapidly, companies need to spend huge sums of money to advertise on CCTV or during prime time on local radio stations. At the same time, they must not forget to invite celebrities to endorse their brands." This is the current strategy of many furniture companies in brand promotion, but when huge sums of money are used, When investing, many companies collapsed due to a broken capital chain. Some companies failed to spend their advertising dollars wisely or took incorrect measures, which resulted in the company losing a lot of money. If furniture companies do not have correct, measured, precise and standardized advertising and marketing, it will be difficult for their products and corporate brands to become famous. However, large investment in advertising fees will put the company into a dangerous zone. Through an interview with Mr. Xie Fuliang, a well-known brand planning expert and the first person to create ultra-low-cost brands in China, we know that furniture companies also have advertising tips that can defeat a hundred in brand promotion.

Operational Dilemma: Gold is used as a bow, flour is used as arrows

Many furniture companies have encountered such a dilemma during the actual operation of advertising, and spent huge sums of money on advertising. The results were ineffective and even brought down the enterprise. It's like making a bow out of ten thousand taels of gold, but the arrows are made out of flour. No matter how expensive the bow is, if the arrows are not accurate, it will still be a waste of water. An arrow made of flour has no strength and is like a plate of loose sand. It is difficult to hit the target. Even if it hits the target, it will not leave any mark on others. At most, it can only leave a meal of unpalatable steamed buns.

Many furniture companies want to become famous in one fell swoop by spending large sums of money, but these advertising expenses may not be targeted at the right targets, or there may be expense loopholes, causing large sums of money to slip away unknowingly. The brand battle in the furniture industry can be described as a battle between celebrities. Furniture companies are keen on "celebrity endorsement" as a common tactic to promote their brands. For example, Dynasty Furniture hired Rosamund Kwan, Kinway hired Simon Yam and his wife, Xilinmen hired Gong Li, and Fude Furniture hired Gong Li. Bao hired Alyssa Chia, etc. Although celebrities who match the brand can bring high visibility to the company, many furniture companies have a comparison mentality. When they see others hiring celebrities, they will imitate them. How much endorsement fees have been spent by others? , I am taller than him, raising the star's worth extremely high. Some furniture companies do not consider whether the celebrity's temperament matches the company's when hiring celebrities to endorse their products. Due to the particularity of furniture products, it is best for the celebrity endorsement to make people feel that they are homely, gentle and gentle. These are often ignored by many companies. . When furniture companies hire the "wrong" spokesperson, they not only waste a lot of advertising money, but also do little good in improving the brand, and some even damage the brand image.

In addition, inappropriate advance advertising investment by furniture companies before the product is launched, excessive advertising after the product enters the market, and ineffective advertising are all huge wastes of corporate advertising expenditures. These expenses only create a "golden bow" for the enterprise, but the arrows are still "flour arrows." No matter how expensive and gorgeous the bow is, without sharp and strong arrows, the bow can only become a prop, and it is destined to be useless if it is "flashy".

Fatal flaw: Men alone want to have children

When carrying out brand promotion, furniture companies mistakenly believe that as long as there is overwhelming advertising, the brand can rise, but advertising alone can Still weak. Advertising is indeed very important. It can force things into your ears and force your eyes to see it. However, in order for consumers to be convinced and accept you willingly, you have to spend more energy and think of more strategies. For example, public relations events and news dissemination are important means of brand communication. Xie Fuliang believes that the idea of ??furniture companies becoming popular all over the world just through advertising is the same as the idea of ??having children just by relying on men.

Building a brand is like giving birth to a child. It cannot be done by men. Women play an important role in it. Moreover, during the pregnancy process, both parents must take responsibility and care for the fetus in the belly. After the child is born, raising the child is also the most common thing for both parents. Therefore, from the time a child appears to when he or she grows up, parents cannot do without anyone. In the process of brand promotion, advertising alone will never work.

Xie Fuliang said that furniture companies can use this popular saying when doing brand promotion: News is the mother and advertising is the father. News plays a decisive role in brand communication.

The core key to building a brand is public relations, not simply advertising. At the same time, no matter how you do public relations, creating and publishing news is always an essential part. Therefore, creating the right news naturally becomes a top priority in branding efforts. News that is helpful to corporate brands and beneficial to society can be called appropriate news, and the creation of these news should conform to the four trends: recognizing the "trends" of social development, recognizing the "trends" of industry development, and recognizing the "trends" of enterprise development. "Potential", recognizing the "potential" of public interest.

Nuclear chain public relations: a publicity strategy of one against a hundred

The operational difficulties and fatal flaws of furniture companies in brand promotion have left many companies at a loss. Could it be that furniture companies can only spend huge amounts of money? Advertising money to put money on your face and increase your visibility? Yuanzhuo Brand Agency, led by Xie Fuliang, created the nuclear chain public relations model through in-depth analysis of the furniture industry and industry experience. This model has been successfully used in the brand promotion practice of furniture companies. It can be said to be a publicity strategy of one against a hundred. .

Nuclear chain public relations is to create neutrons - news events, bombard uranium nuclei - core media, detonate media communication effects like heavy nuclear fission, quickly increase brand awareness and reputation, and effectively create a strong brand . There are three elements of nuclear chain public relations: 1: creating neutrons; 2: selecting the appropriate uranium core; 3: carrying out the bombardment just right and controlling the direction of nuclear fission during the process. By grasping these three points, you can unleash the tremendous power of nuclear chain public relations and make outstanding contributions to brand building.

Building a brand requires innovation, and brand promotion also requires the use of innovative techniques. The media is an important base for brand communication. To break the rules and do communication, you must first achieve extraordinary results in media communication. "How to make the news have an explosive effect, and then become popular as quickly as the Red Cliff is burning, so that the media will cover the incident overwhelmingly, and promote the brand communication most effectively, this requires the power of nuclear chain public relations." "Benchao" planned by Xie Fuliang "Controversy", "Eating Furniture", "Inducing Donations" and "Furniture Liposuction to Lose Weight" incidents brilliantly demonstrated the power of nuclear chain public relations and broke the conventional brand communication model. During the promotion period, a large amount of news was generated about the incidents of "eating furniture", "inducing donations" and "furniture liposuction to lose weight", which spread rapidly like cells dividing. The nuclear chain public relations model carries out brand communication, making news communication like a burning Red Cliff swallowing up all the serial warships. The overwhelming force of news invades people's brains in an instant, making brand awareness unprecedentedly enhanced. This communication model is carried out under the theoretical guidance of ultra-low-cost brand operation, which will effectively avoid huge expenses.

Xie Fuliang believes that it is not advisable for furniture companies to promote their brands without advertising at this stage, and it is unrealistic to eliminate 100% waste. However, if furniture companies can think rationally and strictly control, waste will drop sharply. At the same time, furniture companies can also use innovative techniques to promote their brands at low cost. For example, although mediocre advertising and creative advertising cost the same, their effects are completely different. The power exerted by the traditional brand communication model and the new communication model with new blood cannot be equated.