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China Paint Network
News: In the eyes of many enterprises, through advertising and even advertising language "one shot to become famous" is not a thing of the past, which makes them invest heavily in advertising marketing, look forward to even the return of profits, but many times, they are finally "bamboo basket water empty", in fact, this phenomenon in the wallpaper industry is not uncommon. Therefore, wallpaper enterprises should correctly look at the role of advertising, do not pay too much attention to advertising and blindly believe that its profits.
in a simple and competitive environment, consumers' consumption decisions are correspondingly simpler and the comparisons they need to make are simpler. When there are only a few brands in the market, they only need to pick a brand that they often hear about, in that era, a long-spoken advertising language, enough to arouse consumer interest, stimulate consumers' senses, consumers from the street close to your terminal.
, the cost of being a household name is too high. In a noisy media environment, it's hard for consumers to focus on your advertising. Therefore, now many wallpaper brands are gradually downplaying the role of advertising language, and focus on doing a more important thing, is experience.
theory in this market, we can find the same number of positive and counter-examples. Some people insist on the role of advertising language, but we also see many very successful brands, they rely not on advertising language, but experience - consumers can participate in, interactive experience.
Responsively recall that Apple's advertising language is what Starbucks' advertising language is and what's the bottom-of-the-sea slogan if Baidu searches may find the answer, but I'm sure most people don't respond directly." They don't rely on a good slogan to impress consumers, so much so that they pay for it, they rely on solid product power behind them, and the consumer experience rooted in product power.
theory is increasingly inclined to think of a brand as a "comprehensive feeling" rather than just a unique selling point or image. With the development of technology mature, the unique selling point of the past may gradually evolve into the basic threshold of the category, so that the previous survival of the advertising language will also face a new generation. Brands' competitive strategies are also more likely to demand lifestyle improvements and emphasize a certain state of mind than to a function. "If the advertising language requires a longer-term approach, then to some extent it loses its short-term effectiveness, where the insistence on the use of functional appeal of effectiveness, then when faced with technology or product iterations, there is a risk of subverting consumer perceptions."
so, there are two points to be concerned about. First, the development of long-term brand competition strategy and publicity framework, rather than the hope of completely pinned on an advertising language. Advertising language is cyclical, is to serve the stage of the competitive objectives, they should be in the large competition framework, rather than the other way around to dominate or restrict the competitive framework. Second, the most effective advertising is to pass on the unique experience and feelings, so that consumers feel the same, this task is by no means an advertising language can bear. Focusing on the manufacturing experience and doing a good job of picking and choosing will be something that really impresses consumers.
experts believe that the era of "an advertising language prying the market" is over! In a more competitive environment, higher media costs, and more complex consumer decision-making processes, it is clear that customers pay more attention to the integrated interactive experience of wallpaper brands than to simple one-way communication.