Now companies in many industries are beginning to prepare for a hard life. Not only have their market budgets been greatly compressed, but many listed companies have also temporarily closed their recruitment plans. When the whole company was filled with the atmosphere of reducing staff and increasing efficiency, reducing expenses and maintaining profits, some strange and self-deceiving slogans began to become popular again. Among them, the "integration of quality and efficiency" is the loudest cry of the old fritters and amateur players in the market system of various companies.
"Quality and effectiveness" is a vocabulary that caters to decision-makers. It easily shatters John Wanamaker's classic conjecture, "I know half of my advertising dollars are wasted, but I don't know which half." Going in the direction not only will not waste every penny of the market budget, but also achieves two birds with one stone, which not only does brand promotion but also achieves the marketing effect.
Everything in this world tormenting you is making you stronger, and everything that caters to you is accelerating your demise. The ones that sound comfortable, seem logical, that the execution process is full of clever tricks and clever marketing strategies, the only thing that cannot be guaranteed is the effect. If the promise of the brand and marketing effect at the time of the proposal is compressed into a single data indicator to be fulfilled, such an operation is either bad or deceitful.
1. 99% of marketing promotion cannot achieve "integration of product and effect"
The brand market work is a special existence in the company. It is both important and the most easily overlooked. The threshold for the position is low enough, and the challenge of doing this work is very great. As a department that spends money, the brand marketing department is a department that requires more cross-department collaboration, and is also an important gathering place for business managers at all levels to seek a sense of participation.
Everyone can say a few words about the work in the brand market. Various subjective evaluations are all based on their own positions and job interests. It is difficult to reach a consensus in grassroots discussions. Most of them will be pushed to the vice president in charge and even the boss to make the final decision. Most of the work of the brand marketing department is to make internal decisions rather than specific implementation , because professional suppliers provide supporting services in each link, and cooperate to submit corresponding implementation process data and summary reports.
As long as the money is spent, there will always be reports and feedbacks on the results carefully packaged by the suppliers. Everyone competes telemarketing list and avoids the important ones. This is also the main reason why most decision makers of Party A cannot figure out where the advertising expenses are wasted.
People in the brand market tend to be mediocre after a long time. They are greasy and play the balancing act of getting internal decision-making, and they tend to be lazy in the systematic outsourcing of professional execution, so that many people who have been in the brand market for many years. Neither can clearly answer a simple and essential question: "What is the role of the brand? ".
If you don't believe it, you can use the above questions to experience it yourself during a job interview.
David Ogilvy, the godfather of advertising, believes telemarketing list that a brand represents an image, and the brand image is not inherent to the product, but is related to the quality, price, history, etc. of the product. A long-term investment in a brand.
Therefore, every brand and every product should develop and project an image. The image is conveyed to customers and potential customers through various promotional techniques, especially advertising. Consumers buy not just products, but the promised material and psychological benefits.
Brand equity founder David Ike believes that brand is an important part of corporate equity. It is an intangible asset other than the fixed assets of an enterprise, and it is the relevant knowledge of commodities and enterprises that consumers master. Marketing guru Kevin Keller further refined the capitalization role of a brand into six dimensions: salience, performance, image, evaluation, feeling, and resonance.