In the face of the new advertising law, paint enterprises no longer "willy"

China Paint Network
News: Advertising is
paint
building materials marketing an important tool, brand era, enterprises must use advertising to quickly improve visibility, and then open up the market. After the implementation of the new Advertising Law, the order of the advertising market will be further regulated. However, in the face of the new Advertising
,
coatings companies should go?
implementation of the new Advertising Law is undoubtedly facing more challenges for paint companies. The "dead hole" of the new Advertising Law is based on exaggerated, vulgar and false advertisements. After the promulgation of the new Advertising Law, the paper members of the paint industry wanted to cry without tears. Throughout the paint market in southern China, there are few illegal advertisements, so the "shameless" response to the new Advertising Law began to emerge. In the future, however, ads that simply win the eyeballs and hype of vulgar entertainment will die.
the old Advertising Act had only seven advertising guidelines for goods and services, while the new Advertising Act had been increased to 17. Issues closely related to consumption, life, and health have all been added, and consumers have become more connected. Therefore, paint enterprises only to create real products and true advertising, in order to win the market and consumer trust.
In the dazzling advertising world, there are still some enterprises that adhere to the "wine is not afraid of the alley deep", their products are selling on the quality, they refuse to flamboyant publicity, but let the product "speak". Reporters learned that a paint enterprises in the "golden nine silver ten" period did not carry out large-scale promotional activities, but its major stores are still door-to-door. Li, a paint company, said: "Real big enterprises will not be in the 'golden nine silver ten' period of low prices and big concessions as the publicity of the top choice, big brands are mainly talking with products." In the aluminum alloy market chaos, product quality, consumer choice will often become more rational, and this requires enterprises not only to operate in good faith, but also to strengthen their own practice, from the preferred raw materials to the factory high-end production equipment with production, product quality strict control, perfect sales services, so that consumers really feel the strength of the big brand. In
coatings industry, many companies are actively advertising. However, in many people's eyes, advertising is false. The new "advertising law" attack, false now can not say, it is better to the scene "real" part to the extreme. The best experience is not only to improve the on-site turnover rate, but also to promote word-of-mouth communication, expand customer volume. This effect is more accurate than advertising. It is understood that Paiya doors and windows have been long service life, the appearance of elegant and other characteristics favored by consumers. In addition to high-speed rail stations and other channels to vigorously advertise, Paiya doors and windows also pay great attention to the user experience. In this regard, the person in charge of Paiya doors and windows said: "Enterprises do a good job of user experience can also achieve the effect of advertising." Because consumers are satisfied with you, in other consumer consultation what brand is better, they will first think of your brand, the power of word-of-mouth is also amazing. "
paint products as a commonly used daily necessities, even if tens of thousands of false propaganda, will not change the inferior, false facts. Therefore, the industry to develop together, with high-quality products, perfect service system, to dispel consumer concerns, so that the paint market really grow for people's taste life experience hall, rather than a small group of people 'gold field."
the new Advertising Act to the star endorsement of this piece, there are also a lot of laws. In the face of this strict regulations, paint companies came up with a voice: "No spokesman, advertising how to do?" In fact, as long as the new Advertising Law is not violated, star endorsement can also play a very good publicity effect.
star endorsement is one of the most popular ways for Chinese consumers to buy money, and has become a favorite brand promotion method for paint companies in the past two years. However, the star to help enterprises to carry out false publicity of a "star endorsement wave" but let the consumer heart. Among them, formaldehyde exceeding the standard, furniture plate to the second charge, static intensity repeatedly failed to test and so on become a prominent problem. Therefore, the new Advertising Law stipulates that stars must first use the product to make endorsements.
for the paint companies themselves, to ensure product quality under the premise of adhere to the facts, rather than let the stars become the "mouthpiece" of the enterprise, become its propaganda "horn." Stars should be allowed to express their own personal feelings about the use of the product, to express their true views on the product. In this way, in order to achieve "child-free", in order to sell more so that dealers, consumers trust the good products, cast a good brand trusted.
companies must first have their own brand ideas, and then choose the right star accordingly. Brand proposition refers to the core identity and values conveyed by enterprises to consumers. Once the brand proposition is established, all subsequent communications and marketing activities can follow.
throughout the current paint enterprise advertising spokesman, left and right private choice Yang Lan, Gu family choice Zhang Xueyou, Sofia choice Shu Qi, etc. are appropriate match. Yang Lan's positioning is not only a famous host, but also a Chinese cultural celebrity, she has spent a lot of energy in the past few years to focus on the study of happiness, and launched the "women's happiness course in the world", which and left and right private in 2013 launched the happiness culture strategy is highly consistent and consistent. "Happiness is not far away, on the left and right" this classic advertising language just rightly interprets the brand proposition of left and right and Yang Lan's personal connotation. And as a good man of Gu's family Zhang Xueyou and self-confident fashion Shu Qi, are also and Gujia, Sofia's brand connotation basically coincides, and achieved a good advertising effect.
The new Advertising Law is mainly aimed at false advertising and irresponsible endorsement, so paint building materials enterprises on product quality more supervision, spokesman on the product more understanding, to be proactive and responsible endorsement, in order to win more trust and support of consumers. Paint products as a major consumer goods in life, related to people's health and safety, paint building materials enterprises and spokesman to treat advertising need to be cautious, in order to prevent problems before they do.
it is worth mentioning that the new Advertising Law for the first time proposed to encourage and support the development of public service advertising campaigns to increase public service advertising. These regulations require advertising not only to serve the commercial interests, but also to serve social progress. Only by combining with social hot spots, promoting people's real life, and transmitting social values and meanings of advertising content, can it remain in the hearts of consumers, maintain long-term vitality and produce long-term value. This is not without inspiration for the brand promotion of coating enterprises. We should know that coating enterprises to participate in public welfare activities, not only can enhance the public image, improve the visibility of enterprises, but also can form a corporate culture, cohesion of staff strength, for the enterprise itself to win development.
, many paint enterprises gradually participate in public welfare activities, hoping to use these activities to promote and enhance the social image of enterprises. For example, in March 2013, the company and the Beijing New Sunshine Charitable Foundation jointly launched the "Charity to support children with leukemia, the national large-scale charity activities", calling on the industry and outside the boycott of formaldehyde, care for children with leukemia. Since the 15th of the month, consumers every purchase of a set of original series wardrobe, the hospitality is to donate a fixed amount of love. The money will be used to set up a "New Sunshine Healey Leukemia Special Relief Fund" dedicated to helping poor children with leukemia. In this way, the hospitality has not only been recognized by the community, brand awareness for the big rise, sales are also rising.
It must be reminded that, because the paint enterprises to do public welfare activities the greatest purpose is to win the consumer's good feelings, enhance the reputation of enterprises, so enterprises in the public welfare marketing to "go heart" and not just take the form. Public welfare activities must enable consumers to feel the existence of the brand, so that consumers subconsciously brand and public welfare behavior firmly linked. Only continuous public welfare activities can maintain the consumer's good feelings and trust in the brand, and ultimately make the consumer become the brand's most loyal followers or promoters.
, under the pressure of the new Advertising Law, we can not engage in illegal publicity, but paint companies do not limit "promotion" to "advertising". We are in a changing era of digital marketing. At the time, the focus of digital marketing is mainly focused on O2O, cross-screen interaction, big data, mobile APP, self-media and so on. Therefore, in addition to formal advertising marketing and public welfare marketing, paint enterprises can also consider a variety of marketing methods, such as O2O experian marketing, filming micro-video emotional marketing (such as Adan wardrobe exclusive sponsorship of the 2014 public welfare micro-movie "Choice" called on the community to pay attention to leukemia patients, alert to formaldehyde health, especially the harm of adult children. And so on.
In short, paint enterprises do not have to be limited to their own products "packaging" how good, the product to do a good job, so that consumers have a good sense of experience and satisfaction, coupled with attractive marketing means, products can naturally sell well.