Brand blasting as a tactical idea, with practical, flexibility, and effectiveness. For different industries, different brands, brand blasting has a variety of different forms of use in marketing. In the actual combat, Zhifang summed up 5 factors of brand blasting. In general, successful brand blasting, with at least 3 elements.
Zhizhi believes that the miracle to achieve marketing war must think people have not thought, do not do it . Zhiqi claims that the settlers who do not do rules will do rules. The marketing war of extremely burst is often derived from the subversion of traditional models.
Most of the marketing wars in each industry, there are some common marketing models. For example, selling clothing is to open a store, the rock demolition fast-selling industry is 15 second TV advertising + terminal promotion and so on.
Yunnan Baiyao toothpaste The selling point of the toothpaste explained to the fullest, so that a new product was recognized in the shortest time and quickly creating a boom in the market. Cut the carrier stock software, in the industry, in the industry, the Volkswagen Media Sales Software is the first, television, newspapers, broadcast, combination communication, in deep convictions on the audience, with the east wind of the stock market in 2006, becoming a fee The first brand of type stocking software.
Business Tong PDA, the first to create a model of garbage time special film , introduced mobile phones in 2006, and the first model using TV direct sales mobile phone , successfully quickly Become a star brand in the industry.
Unified lubricant, in the field of lubricating oil, the first brand spread;
Good memory, in the field of learning machine, the first flat full version advertisement , quickly On the marketing momentum, the opponent was pressed, and then the first brand direct model was used to lay the status of its own king.
The above case, none of the industry’s original marketing model, boldly innovation, breakthrough industry’s thinking inertia, using the latest, most suitable for its own model, quickly occupying the consumer mind, thus stating Quickly build the first brand.
Brand appeal with burst breaks
Successful brand blasting, inseparable from a brands with blasting. All communication communications should be expanded around this core appeal, so that the consumer mind will be quickly detonated.
Coca Bell, the appeal Give an eye skin supplement collagen , becoming the first brand of eye film;
Sovite, appeal 1 bottle anti Decentralized shrinkage \u003d 9 bottles of preventing water Personal electronics products with mobile phones, and mobile phone.
Coconut island tortoise wine, core demand is father’s replenishment , in communication, surrounding father’s replenishment , conduct stereo communication, including : Find my father series of essay activities, from the essay, selected a series of touching real stock markets, creating a series of flat advertising, and filming the true father story. Those silence, firm, deep for children Love father’s image, detonated people’s emotions.
The appeal of these brands is very blasting, directly refers to consumer mind, quickly detonated, thus achieving the brand blasting of the market. [123 ]
There is a combination of spreading tactical combination
Brand blasting can’t expect one strike, eat all over the sky , can not rely on a set of spiritual tactics. Therefore, in the process of brand blasting, there is a need to combine a variety of tactics, constantly changing, continuously impact consumers’ mind. In the next chapter, it will believe that 4 of Zi Brand blasting tactics. Brand blasting is successfully implemented, in which a marketing system with blasting and execution.
This system contains at least three parts –
A decision-making layer with decision-making and courage: brand blasting often needs bold innovation, even subversion to traditional, and needs a certain strength. At this time, there is a need for a high-rise business high-rise, once made decisions, never sway, exclude some obstacles. A combat’s marketing system: Marketing War is not just Communication war, more dependent on the solid promotion of the ground forces, there is an indispensable marketing system with combat power, including the business’s marketing team, channel dealer, terminal retail system. This marketing system must have order The powerful execution. If the brand blasting of the propagation level is the high-altitude gunfire of the marketing war. Then, the marketing promotion is a slightly slightly the ground forces. There is no solid ground marketing system, brand blasting is just beautiful and loud fireworks. [123 ]
A keen and rigorous market planning department: a business market planning department, is a brand blasting planner and a media spread, they need to have a brand strategy for the company, while grasping the market pulse, Planning a variety of dissemination with blasting, providing a variety of effective market services for the Sales, also need to maintain close cooperation with media, advertising, third-party consulting foreign brains, and rigorous implementation of communication level.
There is a rhythm, implementing a serial blasting Brand blasting is not bipic to a business , but a continuous advancement process, and even running through marketing war. Therefore, implementing brand blasting, it is necessary to grasp the rhythm of marketing war, and implement a serial blasting.