How To Improve Brand Promotion Lethality?

　　 Marketing From different perspectives, there will be different understandings, such as marketing is the product of competition, and marketing is the magic weapon for enterprises to win. However, from the perspective of the structure of marketing itself, marketing mainly has two core structures, namely push and pull. From the difference between thrust and tension, we can brand It can be divided into four types: relatively balanced type, ground driven type, air pulled type and natural accumulation type.

Among them, relatively balanced brand operator They have a good grasp of the thrust and pull force, showing strong competitiveness in market promotion and air pull, supporting the strong position of the target brand; The operators of ground driven brands relatively ignore advertising pull and prefer solid ground push. Their network construction is complete and the market output is relatively stable, but they are better than profits and shorter than momentum; The operators of the air pull brand globrand.com have a special interest in advertising, and can often ignite the market through vigorous advertising. However, due to the lack of ground promotion, the landing effect of its advertising investment is relatively poor, and the advertising sensitivity of its market performance is also too high; Operators of natural accumulation brands despise advertising and are lazy to promote on the ground. They are mostly under the shadow of their ancestors - relying on the brands accumulated due to special historical reasons resources and assets ——Continue to survive, but under the attack of the first three types of brands, if this type of brand does not start brand reengineering, its demise is inevitable, and the difference only lies in the speed.

When we carefully examine the brand community in the same industry, we can easily find that there are both relatively balanced market leaders, ground driven or air driven market challengers, and natural accumulation market followers. For example, in the field of shampoo products, P&G's five golden flowers are typical of the relatively balanced type, while Shu Lei of Shanghai Jiahua's emergence is closely related to its ground-based promotion of its unique path, and more late show ups and downs are more attributed to the advertising. For brand operators, paying close attention to the brand environment and adjusting the push and pull strategy in time is the only way to ensure the sustainable growth of their brands.

Five key points of brand effectiveness promotion

The transformation from product promotion to brand promotion is a must for enterprise organizations to upgrade their brand management from the basic product management level to the higher level. In this transformation project, we need to deal with the following five key points: thematic promotion, stylized promotion, advantageous promotion, fashionable promotion, and sustainable promotion.

Key point 1: thematic promotion

For product promotion, due to less consideration of the cluster effect between different product promotions, the selection of products is often messy, lacking a clear and consistent product image. Therefore, when carrying out brand promotion, we should first draw the existing product distribution map, so as to find the basic value proposition hidden behind the product, and use it to guide the basic promotion theme and auxiliary promotion theme. In the actual promotion work, we can consciously and systematically select the products that best meet the theme to promote, prevent the casual phenomenon in the usual product promotion, realize the concentration of the theme of product global brand network product promotion, and improve the deferred effect of promotion investment. In the field of traditional Chinese medicine, which is rich in traditional resources, Guilin Tianhe selected the field of external plaster to promote the theme of modernization of traditional Chinese medicine and the way of selling traditional Chinese medicine to the west, and soon stood out to establish its own comparative competitive advantage in this subdivided field.

Key point 2: Stylized promotion

In the constant updating of products, in the constant transformation of demand and fashion, the product style is also changing. Product based promotion tends to focus on the design effect of a single product, without considering the consistency of style among all products, but the result is that every time a new product is launched, consumers need to be informed from the beginning, Unable to take advantage of the previous product effect. When carrying out brand promotion, it is necessary to carry out a lot of preparations for the construction of the product identification system, integrate the common brand value into the appearance design of different products, so that consumers can feel its positioning and value, and improve consumer loyalty. Apple Computer, widely respected by graphic designers, has formed a clear and unique Apple style and established and maintained a large number of "Apple fans" through effective design positioning, design language, human-computer interface operations, modeling, color, texture, operating system design and other elements.

Key point 3: advantageous promotion

Many manufacturers have abundant product resources, some of which are good in appearance and have the potential to become star products. However, due to the constraints of current earnings, manufacturers tend to distribute limited resources equally, regardless of size, resulting in mixed product structure and ambiguous product roles, even after years of product promotion, It also failed to form a competitive product portfolio. The brand promotion abandons the original resource distribution mode, and adopts the strategy of distinguishing the primary and secondary, building echelon, highlighting the main attack, and shaping stars, which not only makes the distribution of profit contribution points more balanced, but also improves the market influence of the entire brand, thus improving the resource integration ability and market competitiveness of the entire enterprise. In the field of health care products, the product resources and enterprise strength of different manufacturers were almost the same at the beginning, but Mrs. Oral Liquid was able to stand out for ten years, which was closely related to its strategy of giving up decentralized product promotion and concentrating resources to adhere to advantageous promotion.

Key point 4: fashion promotion

Whether it is fast moving consumer goods or high-tech products, the market demand is constantly changing, maintaining a distinctive fashion consumption color. Although product promotion lacking brand awareness will deliberately use some fashionable language to express themselves in the promotion work, most of them are divorced from the product value, which is difficult to really touch the heartstrings of consumers. When the product promotion is converted to brand promotion, the possibility of fashion will be conceived from the basic value of the brand to prevent the pasting of external fashion labels, so as to gain the praise and admiration of consumers. In the emerging fruit juice beverage market, when more new entrants are making imitation shows of Tongyi Orange, Coca Cola has launched a cartoon "queer", which has won the love of new urban people with its vivid and jumping fashion colors.

Key point 5: continuous promotion

Any specific product has its specific product life cycle. The short life of the product shortens the product promotion income period, narrows the space for continuous promotion, and almost eliminates the possibility of obtaining deferred income. The transformation from product promotion to product brand promotion can effectively extend the life cycle of products, delay the aging of products, and even get rid of the restrictions of product life cycle through product improvement and brand reengineering, so as to obtain sustainable income in flexible response to market demand. In the process of product brand promotion, if we pay attention to the accumulation of enterprise brand assets, we can in turn provide powerful and rich endorsement for new products, reduce barriers to new products entering the market, and support the rapid growth of new product brands. In the field of central air conditioning, Yuanda has insisted on investment for many years, improved its reputation through mass promotion, established its reputation through professional promotion, and built rich brand assets in the mainland market of China.

In the new era when consumers have moved from the product consumption stage to the brand consumption stage, for business operators, the transformation from product promotion to brand promotion is a major test they face together. Whether their response is appropriate will determine the future direction of their enterprises.