"Test water" network marketing hardware industry to get involved

Recently, CCTV advertising pre-sale bidding, for a time, international companies and local brands launched fierce competition. Looking at the companies that won the bid for CCTV advertising in the past year, the top three industries are food and beverages, home appliances, finance and insurance, and the faster-growing ones are automobiles and tourism. New industries such as new energy and tourism are also eye-catching, while the hardware industry is rare. Participate in such a "gambler dinner."

Hardware industry is still bundled in the traditional marketing channels: exhibition marketing, word-of-mouth marketing, billboard marketing, etc. Although in recent years, hardware companies have begun to get fashionable and gradually “test water” network marketing, but television marketing, in addition to bathroom hardware, The people involved are still rare.

Although China's hardware industry does not have many TV commercials or TV commercials, it is not entirely "ignored." When TV media expands from pure promotion to overall marketing, many companies compete and our hardware industry has acted. . As long as you carefully replay all kinds of TV commercials, you will find that daily hardware, doors and windows companies, construction machinery and other hardware companies have also tried to use TV marketing.

However, many hardware companies in television marketing in order to increase product exposure, direct use of TV direct marketing this crazy bombing practices, such as daily hardware in the "magic pot", "special tools" and a variety of magic Stainless steel products. However, the malicious exaggeration and publicity led to the Chinese Advertising Association classifying it as “spam advertising”. Not only did it fail to build a brand, but it caused a lot of trouble.

Many hardware companies end up failing in TV marketing. However, looking back at other successful business examples in TV marketing, we can't help but discover their skills for success. For example, FAW Toyota has won the “Marriage Defence Campaign” and won the China Automotive Implantable Marketing Award; BMW’s “Tangshan Earthquake” as a supporting actor; Dongfeng Nissan implanted “Mobile Phone” and won the Finalist Award; Chevrolet New Sail in the “Country Aegean” According to the producer, the sale of New Sail in the northeast region grew rapidly after the hitting of "Rural Love Story". "Durala" has more than 20 advertisements, including automobiles, computers, mobile phones, black tea, Thailand Tourism Bureau, chocolate, and cosmetics. They are products related to urban and white-collar workers.

From the above examples, we can see that we must pay attention to these principles in order to do a good job in TV marketing.

Hardware implant marketing to learn to tell stories

Insiders in the industry: Traditional advertisements and advertisements embedded in movies are "difficult to melt together" and should be treated differently. The reason is that traditional advertising is based on the product, to create a story for it, and then create influence. Implantable ads can take advantage of the movies' existing stories and influence.

Of course, the vast number of hardware entrepreneurs have also discovered a phenomenon of hardware products in implantable marketing. In terms of marketing strategy, some international brands will choose to place print ads in the core areas of high-end markets. For example, we can often be at the core of the city. TOTO and Kohler's brand advertisements are seen in commercial areas or landmarks.

Over time, these hardware brands have also become LOGOs with a higher rate of appearance in TV movies, suggesting that the male and female protagonists will launch stories in the city center, which can be launched, and they want to have no disadvantages in implantable marketing. Establishing their own brand awareness is only Marketing king.

The product must be integrated with the story

Taking "Du Lala Promotion" as an example, the producer of "Durala" Jiao Aimin said: "There is a scene in the play where Wang Wei, the hero of the hero, worked late at night and drove in the office at Du Lala. Lipton black tea gave him this episode is very natural. At the same time, the customer wants to express the care, warm appeal points have also been reflected. In this story, it is impossible to appear Erguotou.”

The product best fits the character of the protagonist

As a leading company in hardware construction, Meikailong has hired size S as its brand spokesperson. Both of them are influential and well-known housewives. It is wise to use size S as an endorsement. The BMW car in the Hollywood film "007" series of limelight, through the plot of the top floor ride plot implanted BMW's luxurious atmosphere qualities, if placed in "Crazy Stone" for the group of thieves, apparently unreasonable.

Hardware companies must learn from these examples and constantly summarize the lessons of TV marketing failures in the past and push out new ones before they can do TV marketing.