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Hardware companies should be among the lessons learned in these cases
Recently, the China Central Television advertising tender sale, for a time, international companies and local brands in a fierce competition.
Throughout the CCTV advertising business successful over the years, the top three industries are food and beverage, electronics, finance, insurance, rapid growth in automotive, tourism, new energy, tourism and other new industries are also impressive, and very little hardware industry involved in this kind of "gamble dinner."
Hardware industry is still tied to traditional marketing channels: the exhibition marketing, word of mouth marketing, advertising, brand marketing, although recent years have begun to fashion together hardware companies, and gradually "testing the waters" network marketing, but television marketing, in addition to cosmetic packaging bathroom hardware, the involved are still rare.
China's hardware industry for the TV shopping or TV ads, while small, is not completely "ignored", when television media propaganda from the simple expansion of the overall marketing, many companies competing to compete, we had the hardware industry action is . We only play back under the various TV ads carefully, you will find, hardware, doors and windows of businesses, construction machinery and other hardware companies are also trying to use TV marketing.
However, many hardware companies in the television market in order to increase product exposure, direct the use of TV-style direct advertising of this bombardment practices, such as daily-use hardware in "magic pot", "special tool" and a variety of magic stainless steel products. But a malicious exaggeration, led the China Advertising Association trumpeted its classified as "spam", not only did not build brands, and have actually provoke a bunch of trouble.
Many hardware companies are marketing in the failed television, but recalled in a television marketing company of other successful examples, we can not help but find their success skills. For example, implantation of FAW Toyota "defense of marriage" has been implanted in the Chinese automotive marketing awards; BMW "Tangshan Earthquake" to do a supporting role, Nissan implantation "mobile phone" won Finalist Award; Chevrolet New Sail In the "Village Aegean story" in the product placement, according to producer said, "Country Love Story" hit, the new sales in the Northeast Sail rapid growth. "Du" in the implantation of more than 20 ads, including automobiles, computers, mobile phones, black tea, Tourism Authority of Thailand, chocolate, cosmetics, etc., are related to urban, white collar-related products.
From the above examples, we can see to do TV marketing, pay attention to these principles.
Hardware placement marketing to learn to tell stories.
Weapon industry: advertising and traditional advertising implanted film "hard to melt together", should be fully treated differently. The reason is that traditional advertising is based products starting to create a story for it, thus creating influence. The placement can take advantage of existing stories and movies influence.
Of course, the majority of the hardware entrepreneurs have also discovered an implantable hardware product marketing phenomenon, that is, in marketing strategy, some brands will choose the international market in the heart of the high-end print ads, as we are often able to in the city the core business district or landmark buildings to see TOTO, Kohler brand advertising.
Over time, these hardware brand has become a television movie in a higher rate of appearance LOGO, suggesting male and female in the city center to start the story, which can be launched, you want to always work in the implantable marketing to build their own brand awareness is Marketing Wang.
Product integration must be integrated with the plot.
A "stirred up" for example, "Du" producer Jiao Aimin said: "The play has a scene, is the late night overtime hero Wang Wei, also the office for a cup of Du Lala Lipton tea to him, the plot becomes very natural. At the same time, customers want to express the love, warmth of the chief selling point has been reflected.sclscljy21 in which the plot should not be possible Erguotou. "
Best hero and role of advertising products found.
Macalline hardware architecture as the leading enterprises to employ the size of S as its brand ambassador, the two are recognized as being influential mistress, please speak as the size of S is a wise move. BMW car in the Hollywood movie "007" series in the limelight, if the circumstances are implanted through the top floor of the Speed ??shows true colors of BMW's luxury atmosphere, if you put "Crazy Stone" opened in a group of thieves, it is clear anomaly.
Hardware companies should be among the lessons learned in these cases, the constant television marketing of past failures, pushing into a new, well before television marketing.
Panwen Wei told reporters that he was appointed in March last year
Pan Wenwei by the primary students in Sun Yat-sen founded the group buy site 5151, on-line since last year, sought after by many users, at present, users of the site has more than 60 million active users every day more than 1 million people, South China became the largest buy website.
March 21, 5151 mission to China organized by the Office Hotel, a grand diamond anniversary celebration, the company responsible Pan Wenwei published in the anniversary celebration of a new strategic plan, has been awarded 10 million yuan cash injection Zhejiang, and, and the domestic cosmetics first in the industry to focus on e-commerce VANCL Cosmetics (www.pf.com.cn) a strategic partnership. In the reporter's visit, the graduate student of the legendary Pan Wenwei about 5151 he and his group in the past year, several cases of a few volts of the growth process.
Founder of the University of sub-buy network,cosmetic packaging easy access to twenty million investment.
Panwen Wei told reporters that he was appointed in March last year, Zhongshan University Business Plan Competition "win in the big" Preliminary judges, when exposed to the project, he felt this model was good, decided to invest in this project, so there later the 5151 group.
"March came into contact with the project site to on-line in April, and then buy the industry has just started, we are the fifth house on the line buy nets, we still do not know what is the buy site." Panwen Wei said: "May we be the first investment, 2000 million, which was entered after the 5151 group of high-speed development period, to June, we have opened in 100 cities nationwide sub-stations, the scale is much larger than the United States Dangshi mission network and handles network. CNZZ owners from the statistical data, in mid-May to mid-June, our site traffic has been higher than the U.S. network and handle network group. "
Reporter was informed that the site was first established, 5151 Mission in addition to technical departments, other departments are the main student group, was first established, a team of 9 individuals, to mid-June, the team has grown to 300 people.
Shareholders differences of opinion, website development stalled.
Founding team of students are too many companies, the lack of business, became a fatal weakness of the team.
June, buy into a high-speed development period, several buy site very intense fighting, and the 5151 group to handle network competition in the local market, multiple sites in the country have suffered the same period and the 5151 group with a product launch, and then prices below cost sales situation. 5151 Mission has been a minor celebrity, many famous investment institutions began with the 5151 group contacts, including a grand investment.
The end of June, Pan Wenwei mission in Harbin, Heilongjiang TV Station City Channel preparation and cooperation, open up the market in Northeast China, suddenly received a phone call, said the company's corporate accounts frozen, the company carried out many operations can not be normal.
"I was stunned the whole person, immediately contact the company's investors, and is still negotiating the end of the work at hand and flew back to Guangzhou. When the company's corporate are college students,sclscljy21 but also a rich second generation, the project was originally he initiated, but then he also participated in the investment, out of some money, so when he is the biggest shareholder. Nor is the question between us is not predictable, because the company's actual operations are in my operations, including marketing, financing negotiations and so on. because there is no experience, he also did not participate in our actual operations. when the company team are his students brought in, are also his friends. because of the lack of student management, and difficult to manage, I began clean up one by one student member, hopes to build a professional team. This caused him a lot of dissatisfaction with the idea to start our differences, then gradually Brown List of psychological preparedness. I returned to the company from Harbin, he dismissed my position on the , but our investors do not agree with his approach, we go into a stalemate. "Panwen Wei told reporters:" This investment in people development to the final divestment, and I resigned from the 5151 group. about July to September to do it, the company began to decline, local stations have been turned off to the left in mid-September the Guangzhou station. Then he saw the huge loss of the company, he abdicated, leaving the company was founded more than 10 start from the colleagues into the company, struggling to maintain the company's operations, after all, is their effort, everyone can not be reconciled. "Robotic palletizing
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