Why do companies advertise? This problem is a mystery in many companies. The difference is that big companies have money. For example, Haier can be known for a "sincere and forever" costly price. He may not care whether the advertising fee is wasted. Most SMEs think that advertising is a money-burning behavior. They don't know what the real role of advertising is. They adopt strategies that do little or no, so advertising is always endless or intermittent.
Large companies use advertising as a weapon to promote their brands, relying on advertising to develop channels and drive sales. SMEs are unable to follow, and there is no advertising skills and experience, usually advertising as a dispensable information.
The failure of large enterprises in advertising lies in too much money, lack of effective evaluation of the media and other advertising carriers, failure to accurately advertise, resulting in a waste of large advertising costs; SMEs are too small, besides too little money, Insufficient awareness also makes it afraid to advertise and lose a marketing channel that is available.
In fact, advertising can shape and promote brand image, can drive sales, and even a good marketing channel. This is an unquestionable answer. The more typical case is Mr. Shi Yuzhu. His two entrepreneurships are also started from a young age. It can even be said that Mr. Shi Yuzhu’s corporate life lies in advertising. His growth and growth have a merit of advertising. The media's assessment is also inaccurate>. So why can't other SMEs use advertising as a marketing channel?
There is a premise to use advertising as a marketing channel. That is, the product or service of the enterprise itself, and the business philosophy of the enterprise is centered on the interests of the customer. The advertisement only spreads the information of the good products and services of the enterprise. . Under this premise, consider how to do the advertising well.
To do advertising, we must first evaluate the media or other carriers. This assessment can be divided into pre-assessment and post-event evaluation. The former serves as the basis for selecting advertisements, and the latter serves as the basis for testing results and corrective actions. Due to the different media and regions, the evaluation of the media should go deep into the actual situation. The evaluation of others or elsewhere is for reference only.
At present, domestic companies do little to evaluate the media or market research. The common practice is to directly find the so-called strong media and generate media dependence on advertising. Some foreign companies pay great attention to this assessment. For example, Deutsche Bank conducts an in-depth investigation of the world's major media to form the following set of data: "Analysis of the revenue generated by the advertiser's advertising cost per dollar of investment, Among them, the "network" advertisements ranked first in revenues of 63 yuan per investment, and the others were 23 yuan for newspapers, 18 yuan for magazines, 10 yuan for televisions, 9 yuan for direct sales, and 8 yuan for broadcasting." Group data has a high reference value for us, but it is not enough to use this data to advertise.
In the domestic evaluation of traditional media and emerging media, in addition to considering its strength, the author believes that the following issues should also be noted:
Online media, the current Chinese Internet users are younger, most young people's career has not been successful, the level of consumption is not high, and whether the products or services of enterprises are consistent with their spending power? In other words, is your target customer a group of netizens?
Newspapers, and now there are many national and local newspapers, which have advantages for end-user advertising local newspapers, while advertisements for dealers are national newspapers with advantages. Which page has more readers in the newspaper of your choice? Which layout reader is more of your potential customer?
Magazines, there are not many strong magazines in China, and local magazines have weaker influence. The magazine's readership is more clearly divided, and it is more suitable for advertising the same professional products or services in professional magazines.
TV, too many channels, in addition to news hours, professional channels and columns are difficult to lock the audience, the need for advertising has a certain intensity of rotation.
Building TV, this kind of TV is usually installed outside the elevator door on the first floor of the building. It is necessary to consider that the office work is not all white-collar workers. There are car owners who usually lift from the underground garage. Who are your advertisements for the office buildings?
Bus broadcasting, buses in many cities have radio or car TV, in addition to considering the consumption level of the car group, but also consider the occupant's hearing effect, such as the cool season, the car window is fully open, the broadcast is difficult to avoid Noise effects outside the car. Therefore, it will be better to advertise in hotter and colder seasons.
Radio, there are very few people carrying radios, usually replaced by car audio-visual equipment. In addition to operating the vehicle, there are very few cars driving all day, and the commuting time is the peak period. The delivery period is the key consideration.
Bodywork, urban bus body advertising should consider the driving route, in the downtown area or non-main roads, traffic jams line body advertising effect is good.
Outdoors, outdoor advertising must have a certain amount, can not be concentrated on a certain road, because many people do not usually go to a lot of places, scattered release can make more people see, the intersections are better.
Store broadcast, this is a newborn, the store is popular, but the consumers who shop are focused on selecting items, or settle at the checkout, can there be more people who can listen carefully to the radio?
A precise assessment of the media will determine the placement of the ad. In particular, there must be some objective data on the evaluation of the circulation or coverage of the media. The media is also bragging. In particular, the advertising agencies often tend to be more outrageous and always love to attack his peers. Enterprises must rely on their own data to master the data, and the practice is also simple. For example, the investigation of the circulation of newspapers in a certain place can be carried out through the visits of postal departments, retail newsstands, office property offices, residential residential property offices, etc. The local newspaper circulation is effectively evaluated.
In terms of the strength of the media, media with a large circulation or a wide coverage rate is better, but the cost of such media is also higher. The author suggests that enterprises should also pay attention to the secondary media in the same kind of media, that is, the media such as the second and third, what is the gap between them? What is the difference between the price/performance ratio? Because a good advertisement was released in the secondary media, its effect was stronger than the release of a spam advertisement in a strong media. This is a high-tech and high-tech requirement for companies to advertise. Advertisers must not have media dependence. They think that as long as they publish advertisements in stronger media, they will have peace of mind.
In the many terminal sales channels of small and medium-sized enterprises, such as advertising marketing, telemarketing, door-to-door sales, participation in exhibitions, event marketing, conference marketing, store promotion, online marketing, etc., the customer's "life cycle" is different, advertisers' The “life cycle†is short, usually a week or so, and customers are no longer interested in your ads. Because such customers pay attention to the information released by the media, and the media information is constantly updated, the new information may once again influence the customer's thinking and affect the customer's re-selection. Therefore, the transaction of the advertiser needs an offline promotion strategy to facilitate the transaction as quickly as possible, and also to make the advertising investment get the return of offline sales.
The return on advertising investment is a problem that many companies are very concerned about, especially the small and medium-sized enterprises do not have much money, the business is not well developed, and they are afraid of no one to look for when they are not afraid of business, so they often mistakenly believe that "to build more Sales channels". The channels are wide open, the number of personnel naturally increases, the channels are not refined, and the burden on enterprises is heavy. For example, a painter in the development market in Fujian has reached 128 people when there are more salesmen, and the information that the hundred people came out to sell paint feedback is that the consumer said “had never heard of the paint of this brandâ€, this businessman I had to disband this huge team and finally came to the lesson that "the higher the cost of the enterprise is to support people." In many sales channels, according to the ratio of input to output, the cost of advertising marketing channels is much lower than the cost of raising more than five salesmen. The key is whether your advertising content and media selection are accurate and effective.
Advertising is not a patent of a large enterprise, but it is different in practice. A large enterprise has a wide range of layouts. Its advertising strategy can be “promoting brand-driven salesâ€, while the layout of small and medium-sized enterprises is insufficient, and the advertising strategy should be It is "advertising directly drives sales and infiltrates brands by sales." Through the accurate evaluation of the media, SMEs can accurately target the planned advertisements, and it is completely feasible to make the advertisements into marketing channels.