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Five star communication, five effective ways of new brand communication

Hits: 2148 release time: September 7, 2018 14:21:57
What do you think is the most important way to spread a brand new brand? I believe that many people will immediately think of advertising, but also television, newspaper advertising, there are many people will think of the Internet, baidu bidding, advertising alliance, Sina Sohu, and so on. That's right. As long as you have a budget, you can do it. Internet thinking is not a change of hands and feet, but a change of thinking methods.

However, if you want to build a solid foundation for brand communication, these are not the most important. Of course, I don't think that brand planning is the first important thing as some planners say. Because this is a two-level problem.

New brands, especially the new brands of small and medium-sized enterprises, often do not have good customer resources, nor good communication resources. Even the basic advertising budget is very small or even not. Usually, the annual pure advertising budget of some small and medium-sized enterprises is less than 2.3 million yuan. This budget is not enough to drive for a few days on Taobao express, not enough to put rankings in Baidu, or even 15 seconds in provincial media. Just think about it, only once 15 seconds will spend all your advertising budget throughout the year. Will you vote?

If so, would you stop promoting it? Of course not.

When it comes to brands, many business owners, including many professional managers, will shake their heads. "You may not understand our enterprise and our industry. Our industry is not suitable for brand and advertising.". I would like to state once again that branding does not mean advertising. 90% of China's brands are not advertising. On the contrary, they never advertise. In market economy, to be an enterprise is to make a brand. Any enterprise needs to be a brand. In fact, you are doing something about a brand if it is claimed that it is not a brand. Enterprises that don't really make brands may die tomorrow.

So how to make a brand? To do a good brand, we should do it from four dimensions.

The first, of course, is the product. Products should be excellent, not only in terms of quality, but also in terms of functions and features. Of course, we can't make features for the sake of features. When the features are available, the target consumers will be gone, and the market will certainly have nothing to do with you.

Second, of course, it is necessary to have the preliminary planning and planning of the brand. To have a clear and competitive brand positioning, the key is competitiveness. Many enterprises will say that my brand positioning is very clear, that is, positioning high-end. Is this the positioning? If it is positioning, where does your competitiveness come from? Is positioning high-end competitive? The answer, of course, is No.

Third, the mode of communication. Whether the communication mode is effective or not is related to the time required for brand establishment. Effective communication mode can make up for the deficiencies caused by the first two defects. Among them, the most important thing is to be effective and progressive. Innovation should be carried out according to the enterprise's own resources and on this basis. Any high-level behavior will not be beneficial except for wasting money and opportunities.

Fourth, marketing From EMKT.com.cn ranks. A good marketing team can make up for most of the problems in the first three items. Many products in the market are not of the best quality or function, but they have become the best-selling products in the market. In addition to the credit of communication, many cases are due to the great marketing team.

Having said so much, I just want to talk about the mode of communication. After years of experience, I put forward a communication mode suitable for small and medium-sized enterprises to establish new brands. I call it "Five Star Communication", that is, the five important dimensions of communication mode, from the first important latitude to the fifth important latitude, step by step, step by step, brand dream may not be away from you Far away. Contrary to most of the views advocating advertising communication and aiming at the interaction of the final consumers, the values of "five-star communication" are just the opposite. It is a kind of reverse thinking.

The so-called "five-star communication" is the basic steps of a new brand communication target, one step, two steps and three steps. Let me talk about five important target groups of five-star communication.

First of all, we must first take the leadership and subordinates.

Who is the most important target to spread a brand? Consumers? No, "Five Star Communication" believes that the biggest cornerstone of a new brand is not consumers, but your leaders and subordinates. If your leaders and subordinates recognize and recognize, the brand will be half successful. Of course, there is a premise here, that is, your product has passed the test of consumer groups, and it is a product with market demand.

The reason why most brands can't be promoted or can't last is that there is no unified brand idea within the enterprise. When it is promoted to a certain stage, there will be some market obstacles and contradictions within the enterprise. At the same time, the leaders and subordinates I mentioned here are not in a narrow sense. The leader can be the senior level of the enterprise, or the former leader of the boss, the leader in charge of the enterprise, the leader directly under the government, or the leader of the industry association. The subordinate can be the former employee, the former subordinate and the present subordinate. Leaders and subordinates are actually a very large group, and these people often play a key role as product opinion leaders. If these people are recognized, they will not only unify their internal opinions and spread word-of-mouth, but also incline social resources, such as obtaining policy support from the leaders of government departments in charge, industry associations, and even the like It directly produces government procurement consumption, which is a value that no market resource can replace. Not to mention that many new brands of large groups are digested directly within the group and industrial chain subsidiaries, which will form a strong sales scale.

Therefore, leaders and subordinates are often more important than your direct target consumer groups. Through these people, you can spread your brand concept and product characteristics to form word-of-mouth, and your core competitiveness will be gradually established.


The second important goal is to communicate with friends.

In addition to the company's colleagues, all the employees in charge of the company's brand communication, including all the company's leaders and friends, as well as all the employees in charge of brand communication The second step of brand communication is to spread friends on board. Each colleague has its own circle of colleagues, friends and relatives. If each colleague spreads to his ten colleagues or friends at the same time, then 100 colleagues and friends will establish 1000 communication. The most important thing is that colleagues and friends are not only the target of your communication, but also the best channel to provide you with useful suggestions. Most colleagues or friends will not waste their suggestions and opinions. This is an effective way for a new brand to improve its system and products.

There is a saying that any ordinary people can establish contact with the president of the state only through six times of superposition of relations. This is the magical six dimensional space theory.

The third important communication target: customers and suppliers.

Customers and suppliers are the earliest and closest group to establish business relationship with new brands. In addition, they are also the most professional group. As new brands or parent companies generally maintain good business relations with these groups, some customers, even the distributors, agents and partners of your new brand, pay no less attention to the new brand and new products than any other personnel. The high degree of attention means that they will devote a lot of enthusiasm to the new brand, whether it is the proposal or initiative of the new brand Communication, they are the strongest. Therefore, if they can give full play to their initiative, it is equivalent to copying n communication companies. Each communication company has its leaders and subordinates, colleagues and friends, and of course, their target consumers. Many well-known brand enterprises regard customers as an important channel of brand communication, and train and inculcate them all year round, including not only the customer boss, middle and high-level managers, but also every employee, grass-roots staff and sales promotion personnel. Everyone will spread familiar things. When all the staff of the customer are more familiar with you than all other brands, 80% of the word-of-mouth spread by customers belongs to you. However, on the other hand, many companies will ignore the spread of suppliers. Such suppliers include upstream enterprises providing raw materials, auxiliary materials and daily office supplies for you, as well as downstream enterprises undertaking your business and supporting products. Such enterprises are also excellent carriers that can not be ignored. Based on the understanding of your products, and having common market interests with your products, these enterprises can not be ignored Their importance may make you even more unexpected.

The fourth important communication target: media and writers.

Different from the previous groups of people, media writers are basically the role of a third party. At first, they have little interest in the new brand. However, this group of people is often an inflection point in the external contact of enterprises. When you come back from this turning point, you just talk to yourself. If you go out of this inflection point, you will get social attention and market attention. Therefore, the role of this group of people is very important. It can be said that it is particularly important for enterprises that do not advertise, because you only have the right to speak in society.

Therefore, enterprises that do not advertise should do everything possible to establish relations with the media. Only by adding themselves into the media's behavior can you find opportunities and win the right to speak from the perspective of the media. On the other hand, it is necessary to train the writers of exclusive enterprises, build brand speaking microphones from the perspective of third parties, even industry experts and media personages, so as to transmit valuable brand concepts and product features through media with certain market weight.

The fifth important communication target: terminal and consumer.

Why put terminals and consumers in the fifth least important place? There are two reasons. First, if the surrounding environment of the brand is not recognized, it is naturally difficult for consumers to recognize you. Second, only when all the surrounding forces recommend to consumers in the same direction, can we get twice the result with half the effort. This is a process of joint efforts.

As a terminal, they often look at what is good to sell and then sell. The temptation of high profits is just their short-term impulse, and they will give up once the attempt is unfavorable.

In addition to a small number of impulsive and fresh consumers, most of them need external forces to promote. This external force is either a large number of long-term advertising and publicity, or the opinions of consumers around. If we do not have any of these two kinds, unless our products have great revolution, otherwise, it is difficult to become popular.

Some people may say that this is too simple. In fact, if you do simple things repeatedly and firmly, it will have a great effect. Which company has succeeded from a very complicated step-by-step calculation?  

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