Changes in the furniture industry and the situation in the furniture industry have made competition in the furniture industry more intense. Reshuffle is inevitable. In the future, more than 70% of furniture companies will be eliminated. Then, to become one of the remaining 30%, and to stand out among them, you need the power of the brand.
Nowadays, the brand voice of the furniture industry is getting stronger and stronger, and it is more difficult for a furniture company without a brand to gain a foothold in the market. Consumers trust brands, and brand awareness is constantly increasing, so furniture companies need to keep up with the tide of the times to build brands. The most important point for a furniture company to be a brand is to promote itself and get a good reputation, so advertising is an extremely necessary means. Furniture advertising is a platform for brand promotion. It will be constantly updated with the development needs of the furniture industry. From the current situation, there are three realms of furniture advertising.
The first realm: slamming advertisements, inviting celebrities
To advertise, the star is the most primitive and the most common advertising campaign for furniture companies. "The rapid growth of an enterprise requires huge investment in CCTV, or in the prime time of local radio stations, and at the same time, we must not forget to invite celebrities to speak." This is the strategy of many furniture companies in brand promotion. However, when huge investments were made to slam advertisements, many enterprises collapsed due to broken capital chains, and some enterprises lost a lot of money because they did not spend advertising costs on the blade or took incorrect measures. A sum of money can even hurt your bones and bones, and it is at stake.
Many furniture companies want to spend a lot of money, and then become famous, but these advertising fees or did not find the right target, or a fee loophole, so that a large amount of money slipped away unconsciously. Slamming advertisements has gradually become a common method for many furniture companies, but many advertisements are difficult to produce benefits or even no "benefits". Improper pre-advertisement investment before the product goes to market, excessive advertising after the product enters the market, and the placement of invalid advertisements have all caused a huge waste of corporate advertising expenses.
At the same time, the furniture industry has invited stars to become rare in the industry.
Furniture companies are keen on "star endorsement" as a common trick to promote the brand, such as the dynasty furniture invited Guan Zhilin, Jianwei furniture invited Ren Dahua and his wife, Xilinmen invited Gong Li, Fu Debao invited Jia Jingwen, etc., consistent with the brand Although a star can bring a very high reputation to the enterprise, many furniture companies have a comparison psychology. When they see someone asking a star, they also follow the imitation. How much endorsement fee did others spend, I am higher than him, and the star's worth Lifted very high.
Some furniture companies do not even consider whether the star's temperament is in line with the enterprise when asking for celebrity endorsements. For furniture products because of their particularity, for example, the endorsement star of bedroom furniture is best to make people feel like home, gentle and soft, these are often It was ignored by the company. After a furniture company invites the "wrong" spokesperson, not only is a lot of advertising costs wasted, but it is not very beneficial to brand promotion, and some may even damage the brand image.
The second realm: large-scale activities, widely published soft articles
Doing activities and publishing soft articles is the second realm of furniture enterprise advertising. This realm has improved a lot compared to the first realm, but it also has its flaws.
Furniture companies rely on huge sums of money to advertise, and it is certainly not feasible to invite celebrities. On the one hand, because of the large number of small and medium-sized furniture companies, many companies simply cannot afford the huge advertising costs, and they are often dragged down by advertising costs; on the other hand, advertising and publicity can only instill brand information into people's minds. If you want people to accept the brand from the bottom of your heart, you also need the brand to communicate with people, and this needs to be achieved through more detailed operations. Doing activities, publishing soft articles is relatively simple, and it is good to envelop people. method.
For example, during the May 1st period, Bohuang International Furniture Expo Center held a large-scale "Sunshine May-Love in Action" furniture charity auction on the square outside the store. Red Apple, Xingli Wanjia, Yaobang Group, etc., these expensive furniture all started with a base price of 1 yuan. The "Sunshine May-Love in Action" activity not only helped many people in need and contributed to charity, but also enabled Red Apple, Yaobang and other brands to get the opportunity to publicize, and also gained a good reputation.
Furniture companies can use such a common saying for brand promotion: News is a mother, advertising is a father, and news plays a decisive role in brand communication. The key to building a brand is public relations, not simply advertising. At the same time, no matter how you do public relations, creating and publishing news is always an essential part.
Therefore, creating the right news has naturally become a top priority for brand building. Only news that is helpful to the corporate brand and beneficial to society can be called suitable news, and the creation of these news should conform to four trends: the "potential" of social development, the "potential" of industry development, the "potential" of enterprise development, The "potential" of public interest.
However, if the furniture enterprises do not have enough connotative activities, such as "buy furniture to send beautiful women", "real-person sex shows on the bed", etc., it will not help the brand promotion. Of course, if there is no large amount of capital as the basis, there is a great risk of spending huge amounts of money to do large-scale activities. In addition, when a furniture company publishes a soft article, if it is just malicious hype, it will always be pierced by consumers.
The third realm: nuclear chain PR, with one enemy one hundred
Nuclear chain public relations is the third realm of furniture advertising. This model has been successfully used in furniture company brand publicity practice. It can be regarded as a one-to-one publicity strategy.
Nuclear chain public relations is to create neutron-news events, bombard the uranium core-core media, and detonate the heavy nuclear fission-like media communication effect, thereby quickly raising brand awareness and reputation, and efficiently creating strong brands. There are three elements of nuclear chain public relations: one is to make neutrons; the other is to choose a suitable uranium nucleus; the third is to properly bombard and control the direction of nuclear fission as it progresses. By grasping these three points, you can exert the tremendous power of nuclear chain public relations and make outstanding contributions to brand building.
Branding requires innovation, and brand publicity also requires innovation. The media is an important base for brand communication. To break the routine and do brand promotion, we must first achieve extraordinary results in media communication.
"How to make the news explode, and then quickly become popular like a chibi, so that the media can cover this event with overwhelming coverage, and promote brand communication most effectively, which requires the power of nuclear chain public relations." The events of "Ben Chao", "Eating Furniture", "Luring Donations", and "Furniture Liposuction and Weight Loss" events wonderfully demonstrated the power of nuclear chain public relations and broke the conventional model of brand promotion. During the promotion period, the news of the events of "Eating Furniture", "Luring Donations" and "Furniture Liposuction and Weight Loss" further generated a lot of related news, just like cell division, which spread rapidly.
The nuclear chain PR model carries out brand communication, so that news spreads like swallowing the red cliffs and swallows all serial warships. The news like a rush of mountains and rivers invades people's brains instantly, making the brand awareness unprecedented. This brand promotion model is carried out under the theoretical guidance of the ultra-low-cost brand operation of Yuanzhuo brand agency, which will effectively avoid the huge cost of investment.
The three realms of furniture enterprise advertising let us see that furniture enterprise advertising methods are also advancing with the times and are constantly innovating. Judging from the current situation, furniture companies can't blindly enter into brand publicity, either big investment or big action. Most furniture companies have a relatively thin foundation, and the transformation will undoubtedly bring tremendous pressure to many furniture companies, so brand promotion at low cost is relatively rational and stable.
If furniture companies can appreciate the essence of nuclear chain public relations, combined with their own characteristics and flexible use of innovative elements, furniture advertising will appear a new prosperity, and then promote the large-scale rise of furniture brands and the effective development of furniture domestic sales.
Nowadays, the brand voice of the furniture industry is getting stronger and stronger, and it is more difficult for a furniture company without a brand to gain a foothold in the market. Consumers trust brands, and brand awareness is constantly increasing, so furniture companies need to keep up with the tide of the times to build brands. The most important point for a furniture company to be a brand is to promote itself and get a good reputation, so advertising is an extremely necessary means. Furniture advertising is a platform for brand promotion. It will be constantly updated with the development needs of the furniture industry. From the current situation, there are three realms of furniture advertising.
The first realm: slamming advertisements, inviting celebrities
To advertise, the star is the most primitive and the most common advertising campaign for furniture companies. "The rapid growth of an enterprise requires huge investment in CCTV, or in the prime time of local radio stations, and at the same time, we must not forget to invite celebrities to speak." This is the strategy of many furniture companies in brand promotion. However, when huge investments were made to slam advertisements, many enterprises collapsed due to broken capital chains, and some enterprises lost a lot of money because they did not spend advertising costs on the blade or took incorrect measures. A sum of money can even hurt your bones and bones, and it is at stake.
Many furniture companies want to spend a lot of money, and then become famous, but these advertising fees or did not find the right target, or a fee loophole, so that a large amount of money slipped away unconsciously. Slamming advertisements has gradually become a common method for many furniture companies, but many advertisements are difficult to produce benefits or even no "benefits". Improper pre-advertisement investment before the product goes to market, excessive advertising after the product enters the market, and the placement of invalid advertisements have all caused a huge waste of corporate advertising expenses.
At the same time, the furniture industry has invited stars to become rare in the industry.
Furniture companies are keen on "star endorsement" as a common trick to promote the brand, such as the dynasty furniture invited Guan Zhilin, Jianwei furniture invited Ren Dahua and his wife, Xilinmen invited Gong Li, Fu Debao invited Jia Jingwen, etc., consistent with the brand Although a star can bring a very high reputation to the enterprise, many furniture companies have a comparison psychology. When they see someone asking a star, they also follow the imitation. How much endorsement fee did others spend, I am higher than him, and the star's worth Lifted very high.
Some furniture companies do not even consider whether the star's temperament is in line with the enterprise when asking for celebrity endorsements. For furniture products because of their particularity, for example, the endorsement star of bedroom furniture is best to make people feel like home, gentle and soft, these are often It was ignored by the company. After a furniture company invites the "wrong" spokesperson, not only is a lot of advertising costs wasted, but it is not very beneficial to brand promotion, and some may even damage the brand image.
The second realm: large-scale activities, widely published soft articles
Doing activities and publishing soft articles is the second realm of furniture enterprise advertising. This realm has improved a lot compared to the first realm, but it also has its flaws.
Furniture companies rely on huge sums of money to advertise, and it is certainly not feasible to invite celebrities. On the one hand, because of the large number of small and medium-sized furniture companies, many companies simply cannot afford the huge advertising costs, and they are often dragged down by advertising costs; on the other hand, advertising and publicity can only instill brand information into people's minds. If you want people to accept the brand from the bottom of your heart, you also need the brand to communicate with people, and this needs to be achieved through more detailed operations. Doing activities, publishing soft articles is relatively simple, and it is good to envelop people. method.
For example, during the May 1st period, Bohuang International Furniture Expo Center held a large-scale "Sunshine May-Love in Action" furniture charity auction on the square outside the store. Red Apple, Xingli Wanjia, Yaobang Group, etc., these expensive furniture all started with a base price of 1 yuan. The "Sunshine May-Love in Action" activity not only helped many people in need and contributed to charity, but also enabled Red Apple, Yaobang and other brands to get the opportunity to publicize, and also gained a good reputation.
Furniture companies can use such a common saying for brand promotion: News is a mother, advertising is a father, and news plays a decisive role in brand communication. The key to building a brand is public relations, not simply advertising. At the same time, no matter how you do public relations, creating and publishing news is always an essential part.
Therefore, creating the right news has naturally become a top priority for brand building. Only news that is helpful to the corporate brand and beneficial to society can be called suitable news, and the creation of these news should conform to four trends: the "potential" of social development, the "potential" of industry development, the "potential" of enterprise development, The "potential" of public interest.
However, if the furniture enterprises do not have enough connotative activities, such as "buy furniture to send beautiful women", "real-person sex shows on the bed", etc., it will not help the brand promotion. Of course, if there is no large amount of capital as the basis, there is a great risk of spending huge amounts of money to do large-scale activities. In addition, when a furniture company publishes a soft article, if it is just malicious hype, it will always be pierced by consumers.
The third realm: nuclear chain PR, with one enemy one hundred
Nuclear chain public relations is the third realm of furniture advertising. This model has been successfully used in furniture company brand publicity practice. It can be regarded as a one-to-one publicity strategy.
Nuclear chain public relations is to create neutron-news events, bombard the uranium core-core media, and detonate the heavy nuclear fission-like media communication effect, thereby quickly raising brand awareness and reputation, and efficiently creating strong brands. There are three elements of nuclear chain public relations: one is to make neutrons; the other is to choose a suitable uranium nucleus; the third is to properly bombard and control the direction of nuclear fission as it progresses. By grasping these three points, you can exert the tremendous power of nuclear chain public relations and make outstanding contributions to brand building.
Branding requires innovation, and brand publicity also requires innovation. The media is an important base for brand communication. To break the routine and do brand promotion, we must first achieve extraordinary results in media communication.
"How to make the news explode, and then quickly become popular like a chibi, so that the media can cover this event with overwhelming coverage, and promote brand communication most effectively, which requires the power of nuclear chain public relations." The events of "Ben Chao", "Eating Furniture", "Luring Donations", and "Furniture Liposuction and Weight Loss" events wonderfully demonstrated the power of nuclear chain public relations and broke the conventional model of brand promotion. During the promotion period, the news of the events of "Eating Furniture", "Luring Donations" and "Furniture Liposuction and Weight Loss" further generated a lot of related news, just like cell division, which spread rapidly.
The nuclear chain PR model carries out brand communication, so that news spreads like swallowing the red cliffs and swallows all serial warships. The news like a rush of mountains and rivers invades people's brains instantly, making the brand awareness unprecedented. This brand promotion model is carried out under the theoretical guidance of the ultra-low-cost brand operation of Yuanzhuo brand agency, which will effectively avoid the huge cost of investment.
The three realms of furniture enterprise advertising let us see that furniture enterprise advertising methods are also advancing with the times and are constantly innovating. Judging from the current situation, furniture companies can't blindly enter into brand publicity, either big investment or big action. Most furniture companies have a relatively thin foundation, and the transformation will undoubtedly bring tremendous pressure to many furniture companies, so brand promotion at low cost is relatively rational and stable.
If furniture companies can appreciate the essence of nuclear chain public relations, combined with their own characteristics and flexible use of innovative elements, furniture advertising will appear a new prosperity, and then promote the large-scale rise of furniture brands and the effective development of furniture domestic sales.
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