Xi'an Jmlai Bio-Tech Co., Ltd. , https://www.jmlaisarms.com
"Testing the water" network marketing hardware industry involved in the fascinating
Recently, CCTV's advertising bidding was pre-sold, and for a time, international companies and local brands launched fierce competition. Looking at the companies that have won CCTV advertising over the years, the top three industries are food and beverage, home appliances, and financial insurance. Cars and tourism are growing rapidly. New industries such as new energy and tourism are also attracting attention, while the hardware industry is rare. Participate in such a "luxury gambling dinner". The hardware industry is still tied to traditional marketing channels: exhibition marketing, word-of-mouth marketing, billboard marketing, etc. Although hardware companies have begun to become fashionable in recent years, they have gradually “tested water†network marketing, but TV marketing, in addition to bathroom hardware, The people involved are still rare. Although China's hardware industry does not have much for TV shopping or TV commercials, it is not completely "ignoring". When TV media expands from simple propaganda to overall marketing, many companies compete, and our hardware industry has also acted. . As long as you carefully replay all kinds of TV commercials, you will find that hardware companies such as daily hardware, door and window companies, and construction machinery have also tried to use TV marketing. However, in order to increase product exposure in many TV companies, many hardware companies directly adopt the mad bombing practices of TV direct sales advertisements, such as “magic potsâ€, “special tools†and various magical items in daily hardware. Stainless steel products, etc. However, the malicious exaggeration and publicity led the Chinese Advertising Association to classify it as “junk advertisingâ€, which not only did not create a brand, but also caused a lot of trouble. Many hardware companies have failed in TV marketing, but looking back at other successful enterprise examples in TV marketing, we can't help but find their skills to succeed. For example, FAW Toyota's "Marriage Defence War" has won the China Automotive Implant Marketing Award; BMW's "Tangshan Earthquake" made a supporting role, Dongfeng Nissan implanted "Mobile" won the finalist; Chevrolet New Sail in "Country Aegean" In the story, advertisements were placed. According to the producer, after the "Country Love Story" was broadcast, the sales volume of the new Sail in the Northeast region increased rapidly. There are more than 20 advertisements in Du Lala, including cars, computers, mobile phones, black tea, Thailand Tourism Bureau, chocolate, cosmetics, etc., all of which are related to urban and white-collar workers. From the above examples, we can see that to do a good job in TV marketing, we must pay attention to these principles. Hardware-implanted marketing should learn to tell stories. People in the industry: traditional advertisements and advertisements for implanting movies are “hard to get together†and should be treated differently. The reason is that traditional advertising is based on the product, to create a story for it, and then to create influence. And implantable ads can take advantage of the story and influence of the film. Of course, the vast number of hardware entrepreneurs have also discovered a hardware product phenomenon in implant marketing, that is, in the marketing strategy, some international brands will choose to place print ads in the core areas of the high-end market, such as we can often be in the core of the city. Brand advertisements of TOTO and Kohler are seen in the business district or landmark. Over time, these hardware brands have become the LOGOs with high appearance rate in TV movies, suggesting that the hero and heroines are in the city center. It can be launched, and it is necessary to create a brand awareness in implant marketing. Marketing king. The product must be integrated with the plot, taking "Du Lala's promotion" as an example. "Du Lala" producer Jiao Aimin said: "There is a scene in the drama, the male protagonist Wang Wei works overtime late at night, also in the office. Lala poured a cup of Lipton black tea to him, and the plot became natural. At the same time, the customer’s desire to express love and warmth was also reflected. In this kind of story, it is impossible to have Erguotou. The product is best in line with the role of advertising protagonist Red Star Macalline as the leading enterprise in hardware construction, has hired the size S as its own brand spokesperson, both are influential and recognized happy housewives, please size S endorsement as A wise move. BMW's big show in the Hollywood movie "007" series shows the luxury atmosphere of BMW through the plot of the top floor. If it is put in the "Crazy Stone" to the group of thieves, it is obviously unreasonable. Hardware companies should learn from these examples and constantly summarize the lessons of past TV marketing failures and push them into new ones before they can do TV marketing.