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The advertising costs of the lighting industry can be seen from the fact that the current industry media volume and layout are increasing: more companies are investing more in advertising costs. But the reality is that the level of advertising and the quality of advertising have not improved. The input-output benefits of advertising are growing negatively. Undoubtedly, it shows that advertising in the lighting industry is still at a low level and level of competition.
In 2003, the advertising year of the lighting industry. At that time, the competition in the media was not very fierce. There were also friends who saved the media newspapers of the year. You can see that the advertisements of the year were big, and how many survived?
The author once proposed to build a brand at a low cost. After deep thinking, I feel that this seems to be redundant. The meaning of the economy itself is to do one thing in the most economical and affordable way. Since there is no low cost, what is the meaning of economics and marketing? If you follow this line of thought, should there be a distinction between economic marketing and luxury marketing? Then you have the founder of economic marketing!
Although the theory of economic marketing is a joke, but in the corporate world of the lighting and lighting industry, the successful companies are all companies with real marketing departments, and those companies with even weak sales departments can only say that workshop. I am fascinated by the research of marketing, and I can't help but feel chilled by the consequences of neglecting marketing. It is precisely because of the lack of understanding of marketing itself that it will result in insufficient management of the core of advertising communication, the medium of communication and the frequency of communication. And this kind of deficiency has created the result that the lighting lighting advertising investment is greater than the output!
When the cost of resources in the lighting and lighting industry, including labor costs, began to rise, and the company’s budget for advertising expenses declined, the reshuffle of the advertising industry was inevitable! It has been difficult to rely on the mad bombing, high investment, high consumption, and low output.
First of all, we analyze and review the six evils of advertising in the lighting industry!
1, å‚ é¥° 报 报 报 报 报 报 报 报 报 报 报 报 报 报
In addition to strong brands, such as Feidiao Electric and brands such as Op, Langeng, many small and unknown brands, even after investing tens of thousands of insignificant advertising fees in the garbage time of the non-golden channel of the lighting, In the packaging of products, terminal propaganda, and corporate introductions, they have slogan "CCTV on the list".
2, with the high coverage of the lighting report, bombardment
At present, the lighting newspaper is still the first media in the industry, with a very broad readership and the only national media that can really be called. Even in the lighting market of many remote prefecture-level cities, it can be seen. Other media have no such strong distribution capabilities.
Because of this, the lighting newspaper has become the target of many brands to break through the forehead. In particular, after the launch of the special case of the enterprise case, the company has been sizzled and famous at every stage. The lighting newspaper, as a private system, decided that it must rely on more advertising fees to achieve profits. Then there is such an industry phenomenon: Where is there an advertisement?
The result of the generalization of the lighting newspaper brand is the depreciation of the lighting newspaper brand. Even a screwdriver factory on the roadside can confidently claim that its products also have advertisements, so the lighting newspaper has been indispensable for the industry's audio-visual misleading! Many people have been accompanying the lighting period since their entry, and the advertisements of the Lighting News will naturally be convinced of the brand promoted by the advertisement. Of course, if the business is not used well, it is at best blamed for the bad manufacturers, but will not think of the problem of lighting newspapers.
Of course, the Lighting News is fully qualified to plan a series of selections based on its high coverage and readership, but the lighting rules of this game undoubtedly increase the marketing cost of the company and the procurement cost of the dealer every year. In the interest of who consumes, who pays for the advertisement. The rampage of lighting reports has undoubtedly increased the price of many products. Many dealers began to rely on the memory of their minds to make choices, rather than choosing based on the true understanding of the product, when this kind of existing memory and new advertising information or products When information collides, dealers tend to become at a loss. In the end, his purchasing behavior became a contest between advertising and advertising, thus forming a typical advertising-driven industry environment, rather than the industrial environment of intelligent and information-based channels! The huge waste of communication costs can be imagined!
Lighting has a high advertising cost, resulting in another result of bad money driving out good money. Because some companies do not have the same high advertising costs, so they can't get the lighting report, so the products with high quality and low price are replaced by the so-called brands with high quality and high price! Undoubtedly, this is the sorrow of the Chinese lighting industry and the sorrow of Chinese dealers and consumers!
The rules of the game of the Lighting News have made some of the so-called brands and themselves, and gradually pushed the Chinese lighting and lighting industry into a black and white inverted abyss, allowing consumers to pay more money than normal. This is Chinese lighting. The first evil in the advertising industry of the lighting industry!
3, with the help of celebrities, desperately flicking the ordinary consumers of honesty
Relying on the high popularity and public image of celebrities, it is understandable to increase the brand and corporate reputation. However, many advertising companies do not understand the strength of the company and the actual utility of the product when some brands hire image spokespersons. Many film and television celebrities are not indiscriminate, as long as they can get what POSE can match before. However, when the product of the endorsement has gone wrong, it immediately declares that it has no relationship with the company! The bridge in this - the advertising company has the original sin!
Consumers trust the stars, and of course they are convinced of the celebrity endorsement products. But what about the product? Advertising companies may know, but they don't tell the truth, and stars may know, and certainly won't talk. The media is even more indifferent. Whoever gives the money will do it to whom. In the end, the most asymmetrical information is the consumer, and the real situation of products and enterprises has been kept in the dark.
When the products used burst out of quality and the crisis of security, the people once again blame the company for dishonesty and lack of industry self-discipline. They rarely think of the fact that the media and so-called celebrities are also one of the culprit of this crisis, but It is a hidden danger, and the latter is to help them achieve this hidden danger. There is no difference in essence!
China's current consumption is basically based on authoritative consumption. Lighting is an authority, celebrities are also authoritative. Advertising companies borrow this authority and desperately use them to too high their own worth, which becomes a weapon of murder. The most pitiful thing is the ordinary people. Obey the authoritative advertisement, but it is to harvest a batch of garbage, and finally can only complain that you are unlucky!
4, do not understand marketing, only talk about advertising, misleading enterprises, harmless!
Before 2003, it was the stage of advertising achievement enterprises. A large number of previously unknown brands were able to stand out among many companies, and the contribution of advertising really contributed. However, when entering the 2006 Brand Strategy Year (proposed by the Eagle Goose team), the company is paying more and more attention to brand, marketing, management, channels, team, execution, learning organization, and company structure. When the company provides a package of service content and marketing plan, it is still keen on the pursuit and touting of pure advertising to mislead the enterprise, turning a blind eye to the actual organizational structure, channels and management problems in the business operation, and trying hard to bring out the customer. There have been limited resources devoted to the final fight! Undoubtedly a shock therapy for drinking and quenching thirst.
Although a well-known planner in the industry claims to be the first planner in the industry, after experiencing a series of so-called successes (the companies that serve the big ads, the companies are famous, they are famous, and the enterprise benefits know how), this year is very There are few successful cases contributed to the industry. Some unsuspecting companies are still eager to visit and eager to make good decisions. The end result is often the chicken flying eggs, the business environment has not improved, but some of the resources are also consumed by the light!
When the competition of products is not fierce or the competition in the market is early, the role of advertising in product sales and brand promotion is indeed obvious, but when the competition is more detailed than the management, the company becomes more and more a complete system. Come to work. Advertising is still effective, but the role that can be played becomes limited. The final result is closely related to the company's marketing strategy, organizational structure, channel characteristics, corporate culture, and personnel quality. Recently, there has been a new sign that many successful companies will also lead to crisis or even failure. why? Simply attribute the failure to the success of the ad? Companies should ask themselves: You have become less and less convinced by your own mishandling. Therefore, the intervention of practical marketing experts is imperative!
From the era of pure advertising planning experts to the provision of marketing expert system solutions, this is the improvement of lighting lighting marketing practice.
The Eagle Goose team has a group of marketing experts trained from actual combat. It does not provide simple advertising ideas to sell ideas to the enterprise, but more to provide a package solution and full tracking service to achieve controllable planning and consulting marketing intervention. The strategic and close partnership with the company to achieve long-term mutual growth and development is the denial and development of the original advertising method. And this way has been widely welcomed by the company!
5, the advertising creativity is insufficient, the investment effect is not effective!
One of the biggest characteristics of the advertising industry in the lighting industry is that the media itself is responsible for the recruitment, design, editing and distribution of the advertising business. In other words, the industry media is both an advertising design company and an advertising media. Regardless of whether the profession is professional or not, the omnipotence of the media allows advertisers (advertising companies) to better evaluate whether their advertising fees are effective.
Most of the media in the industry publish advertisements for investment, but the creative ideas are extremely poor. In addition to company profiles, product images, factory photos (some are still computer-generated renderings), etc., it is an explicit soft-text advertisement (does this be the case? Customer's honor), advertising company news, etc., even more, just give money, you can publish your photos, let you feel the heartbeat of becoming a public figure.
6, threatening the emperor to order the princes, hanging sheep's head to sell dog meat.
The competent departments of the industry associations such as China Photographic Association, Quality Inspection Bureau, etc. are the media's Jianghu boss, and they will take out the Shangfang sword in order to promote the industry rectification.
Some small media smashed the tiger's skin, pulled the banner, and advertised for famous brand companies for free, aiming at attracting SMEs' advertising investment.
Internet marketing, e-commerce, such an advanced marketing tool, there are not many people who understand it, but also used to make a big dish, and the buyers are more eager to pay.
7. Actually, I am not a triad.
Entering my door, I can leave!
The news book is the media's compilation of major events in the industry, and it can now be sold.
A company held a dealer meeting and invited a certain media to follow up the report, aiming to increase brand influence. Who would have thought that the manuscript sent by the company had been re-changed with a title. Once published, it caused panic among dealers across the enterprise. Caused a series of corporate crises, planted a time bomb for the enterprise.
why?
Because the company has not recently invested in advertising in this media, the media is just a reminder to remind the company.
Is the media a triad?
If a company advertises in multiple media, it can cause more trouble.
Many companies that originally placed a large number of advertisements in a certain media, especially those so-called case companies, knew that more internal information was found because the industry media was also responsible for advertising design.
Conclusion: The level of advertising in an industry often reflects the overall level of the media industry in this industry. Unsystematic learning marketing theory and advertising science, blindly opportunistic, clever and clever, ultimately harm others, but also harm yourself! The intensive transformation of an industry as a whole should be controlled by the most consumable resource input. If the cost of advertising is small, it will force the overall cost reduction of the enterprise and the innovative research and development of high value-added products. Independent innovation and resource intensification should be the direction pursued by China's future social development!
The formation of a brand depends on three conditions: popularity, reputation, loyalty
Advertising is just one way to solve the popularity. Advertising is definitely not all. Brands that are boasted by advertisements, just like the emperor’s new clothes, are just deceiving themselves.
Reputation needs to be evaluated by your dealer. Loyalty requires the purchase of your consumer to illustrate.
Only marketing can solve all these problems, because marketing is the biggest output with the least amount of investment.
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