How to carry out effective brand promotion_Analysis of misunderstandings about advertising investment in the home building materials industry

There are many ways and channels for publicity. How can we achieve the best results in the cheapest way? Let me tell you! 1. Current misunderstandings in brand promotion in the building materials industry 1. As long as there is advertising, there will be results. "As long as there is advertising, there will be results!" This sentence is very effective for many industries, but only for the building materials and home furnishing industry. The effect is difficult to evaluate, mainly because: the building materials and home furnishing industry seems to be an industry that everyone pays attention to, but it is actually a "cold attention" industry. Why do you say that? First of all, on the surface, houses are what everyone pays attention to. It is said that building materials and home furnishing as a supporting industry should also receive great attention. In fact, if you carefully ask your friends (except building materials and home furnishing colleagues) how many of them can name ceramic tiles? , sanitary ware, doors, cabinets, furniture, etc. I guess not many people know about the big brands. But if you ask any friend around you about brands in the mobile phone industry, home appliance industry, and fast-moving consumer goods industry, the vast majority of consumers will be able to tell you very accurately. The difference is obvious, and this is the best reflection of market attention. 2. Diversification of advertising forms - Advertising in all aspects of sea, land and air. Many building materials and home furnishing merchants are ambitious. They are more aggressive in advertising than high-profit industries such as mobile and telecommunications. They will not let go of any advertising form. , as long as someone sees the advertisement, it will be posted. I would like to put the advertisement in any corner of the customer's home, on TV, in newspapers, on buses, on building TVs, etc. As long as the media company salesperson comes to the door, there will be no one who will not be uninterested. It was a "brain-slapping" investment, but later it was discovered that the advertising effect was not obvious, and product sales did not increase. In the end, most of the sales profits were taken away by advertising. After a year of hard work, they were all handed over to the advertising company, making money for the advertising company. You must know that the United States The former president once had a classic saying: If you don’t want to be president, do advertising! Advertising is pervasive. If advertisers want to put money from your pocket into his pocket, there are countless ways and means, so you will eventually pay the price for your "fever" by investing in all-round advertising. 3. Advertising investment is unplanned 4. Advertising is invested regardless of industry characteristics. As mentioned earlier, the building materials and home furnishing industry is a "cold attention" industry. Even if it is not because of the industry characteristics, advertising investment is not arbitrary. To give a simple example: How many billboards do you see along the way from your home to your store every day? How many ads can you remember? How many brands are you paying attention to? Speaking of this, many businesses will ask: According to you, there is no need to invest in outdoor advertising in the building materials and home furnishing industry? The answer is: Wrong. You have to invest in outdoor advertising, but there is a prerequisite. Either you don’t invest, or if you want to invest, be more ruthless and capture the billboard with the best position and the highest attention. What's the cost? Strong merchants can consider it, while those with less ability should be more honest and go to the community to promote it. Summary: The above points are some analysis of the advertising and brand promotion of merchants in the building materials and home furnishing industry. Of course, there are still a lot of wastes that have not been listed. The purpose of the above content is to tell merchants: This is not how advertising is done. If this continues, it will only They will go with the flow and unknowingly "give" the profits they finally earned to others. How to change the above problems is very simple! Look for a professional brand marketing planning agency. They can bring you more than just advertising and design. Maybe a creative idea can increase the brand's popularity. Maybe a promotion can allow you to complete the sales business for the whole year. Advertising is everywhere. The energy cannot be expressed in words, just like a classic advertising slogan from CCTV: as big as the heart is, as big as the stage! What advertising can bring you may be "a big deal", or it may be "eternal disaster". Whether a professional advertising company is professional or not depends on your vision! ! ! So what can a professional advertising agency bring to you? Advantages of brand promotion agencies 1. Systematic management of advertising fees. Professional brand promotion or marketing planning companies will conduct detailed analysis on advertising investment. What advertising is effective for merchants and what is ineffective promotion can be systematically managed through data. Being able to "spend what you should spend generously and save what you should save!" At the same time, professional brand promotion agencies will also conduct systematic data analysis on various advertisements such as TV, newspapers, text messages, magazines, and outdoor advertising. Methods are used to divide proportions, and proportions of funds are divided according to market understanding to invest in advertising to maximize the true effect.

2. Professionally plan promotion methods suitable for the brand. Professional brand promotion agencies can conduct in-depth research on brand culture and market positioning, and can plan suitable and effective promotion plans based on the brand’s appeal and seasonal changes. They not only enhance brand awareness, but also use professional The event planning project increases the sales volume of brand products and increases market share. 3. According to the annual promotion plan made by the brand, it can also provide merchants with annual marketing promotion plans. Merchants can have sufficient time to arrange the tasks of promotional activities and make the promotional activities real promotions. As the saying goes: no. Fight the unprepared battle! The planning company provides a full-year marketing planning plan at the beginning of the year. Merchants can use sufficient time to prepare before the event. Not only can they discover their own shortcomings early, but they can also avoid the loss of customers and insufficient orders due to haste. 4. Professional sales guidance and training. At the same time, the planning company can produce a set of professional marketing manuals for products and markets, so that sales staff can carry out market sales with a unified approach and unified process, avoiding the loss of the company due to the loss of some business personnel. An embarrassing situation in the market. At the same time, it can also build the company's image and reputation, allowing the brand culture to truly communicate with customers. 5. Planned investment in advertising Professional planning companies can determine advertising investment costs based on the sales volume of merchants. At the same time, they can conduct planned advertising investment through professional analysis and make various plans for advertising investment according to the requirements of the brand, including: The monthly advertising investment budget, the proportion of funds invested in each advertising media, and the proportion of advertising expenses adjusted according to the sales season can truly allow the brand to appear in the eyes and attention of customers on time when they need it most. 6. Scale operations and reduce advertising costs. Professional planning companies can help enterprises reduce their burden. Merchants have to maintain their own professional designers or planners and pay their salaries. If they don’t have their own designers or planners and need to do activities, they can temporarily find advertising companies to plan them. Because the advertising companies don’t have a deep understanding of the brand culture, they design them. It is difficult for the plans or works to meet the requirements of the merchants. At the same time, the merchants do not have time to wait for the advertising company to carefully consider the plan, so they rush to publicity, promotion and advertising investment. This effect is obvious. If a professional planning company implements it, it is equivalent to this company being your planning department, because the early planning company has an in-depth understanding of the brand, market analysis, and customer psychology research. Only in this way can effective planning or promotions be made. plan. At the same time, professional planning companies have long-term cooperation with production companies, and the production fees will definitely have an advantage over merchants, and the quality can also be guaranteed. Merchants can not only save money but also get high-quality production. 2. Cooperation Form and Requirements 1. Cooperation Form: The planning company serves as the annual planning and execution operator for merchants, providing professional advertising and planning solutions to merchants based on market demand. Merchants can also request the planning company to provide feasible marketing based on brand advantages. Planning case. 2. The merchant budgets the annual advertising investment cost. The planning company charges operating expenses based on 10-15% of the merchant's annual advertising investment cost. The planning company will formulate a professional advertising investment plan based on the characteristics of the merchant's products for the remaining expenses.