For the hardware company's marketing staff, the biggest mistake is to get used to "add another fire", that is, promotion, promotion, re-promotion, in the "prime time" is still holding a promotion or not put attitude , Even with greater promotional efforts than the first stage, the author believes that such practices often lead to the market after the peak season, the "stomach stomach acid", the more important is "to die of addiction." In fact, the speed of cargo turnover at this stage is accelerating, and the expected value of channels for promotional efforts is not high. Enterprises can completely reduce channel promotion costs and convert financial resources into another “oilâ€, that is, increase the number of companies. The strength of the brand's dissemination, build and enhance the brand's strength and potential energy. At this stage, the increase in sales volume and the compressed channel promotion costs can support the increase in the spread of the brand's expenses; and the rapid increase in brand influence will in turn drive sales growth. Well, to increase brand awareness during this period requires a few key points:
1. Mastering the brand communication budget.
In brand promotion, hardware companies are often faced with two puzzles: On the one hand, half of the money is confused and was wasted; on the other hand, the well-disturbed communication plan was stifled by the communication budget. The solution to this problem cannot rely on a certain proportion of sales or profits to be used to extract transmission costs. It is also not possible to look at competitors' expenses or expenditures from last year. None of these methods are satisfactory. How much money should be spent? The only basis is to achieve the brand communication goals in the end how much money, to start the brains of planners and managers, with as little budget plus clever ideas, so that the small budget play a big role.
2. Spread clear and accurate brand positioning.
Accurate and clear brand positioning has the value of communication. If brand positioning is wrong, it is better not to spread. For example, the White Elephant Group has vigorously promoted the “Golden White Elephant†brand. Since the upgrade product of the “upgraded brand†is positioned at “less than one dollarâ€, the company’s promotion and development are constrained, and the company eventually has to reluctantly quit and love. The brand.
3. Dare to advance event marketing for the world.
Event marketing is an important strategy to increase brand awareness and influence at low cost. The creation of highly-focused events by the target consumer groups has led to continuous media coverage. This not only saves advertising costs for the company, but also plays the role of “delicious effortsâ€. Even some of the effects cannot be replaced by advertising.
4. Media selection and implementation.
Every kind of media, whether it is television or newspapers, whether it is the Internet or direct investment magazines, has its own advantages and disadvantages in brand building. Regardless of whether it is for national hardware distribution or local media distribution, hardware companies need to select and combine the media with the highest frequency of contact with the target consumer groups and the higher priority periods and columns in order to maximize the brand. The information is passed to the target consumer group.