The proposal for paid advertising was put forward by James Danfoss, a shareholder of Tesla, in May this year. He believes that each Tesla car should spend at least $50 on advertising to "improve brand value, brand awareness and customer interest." However, Musk himself has always been known for "rejecting traditional advertisements". He has always stressed that he should invest money in products.
In fact, apart from Tesla, many famous brands such as ZARA, Starbucks, IKEA, Haidilao and Laoganma do not advertise in the China market.
Then, why don't these brands advertise and still have a high reputation, and don't worry about sales?
Tesla: CEO is the most dazzling "billboard"
Elon musk, the founder of Tesla, has repeatedly made it clear that Tesla will not advertise or pay for spokespersons, and the company's money should be better used to create great products that people love. Paid advertising does not really represent the quality or value of products. The purpose of advertising is to induce your desire to buy, not to tell you the whole truth about the product.
In fact, Musk certainly knows the importance of building brand impression, and understands the great contribution made by advertising when McDonald's and Chevrolet become household names. But he did it, and Tesla achieved the same effect without spending advertising money.
However, the practice of the technical madman Musk, the average enterprise really can't learn. In addition to the excellent products, a big factor is that Musk himself is also "bringing his own traffic". Musk has about 35 million fans on Twitter. He is an absolute online celebrity entrepreneur, and the topic never stops.
At first, he thought that the pyramids were built by aliens, and later attempted to transform the Martian environment; Space exploration technology company launches two rockets every month; The "brain-computer interface" company claims that connecting the human brain and the computer can realize the control of cars and other machines ... These seem a bit unrealistic, and they have indeed been partially realized by Musk, because he has also become synonymous with superheroes, which also makes the Tesla brand shine. Musk built Tesla into the coolest and most desirable brand in the past decade without using any advertisements.
ZARA: Going to the new store twice a week is the biggest advertisement.
ZARA is famous for not advertising in the fast fashion industry, and its choice is to regard the shop window as an advertisement. Specifically, ZARA's strategy is to be close to popular business districts, and to build a high-end image in terms of pavement site selection, store door design and interior decoration with huge funds. In the most popular business district, the best advertising effect is the decorated facade, the huge ZARA letter signboard and the crowded business district.
20 1 1, ZARA's first store was exhibited in Taipei East District. It is reported that it was robbed at a high price of 800 thousand yuan per flat and nearly 9 million yuan per month. At that time, the average store rent fell to 500 thousand. 20 14 the queen's road store opened in central hong kong is also H &；; M opened the former site of store 1 in Hong Kong. According to Hong Kong media reports, ZARA won the store at double rent. Although the rent is expensive, it is still very cost-effective compared with the savings in advertising fees.
In addition, ZARA insists on launching new products twice a week. On Mondays and Fridays, the speed of advertising may really not keep up with the speed of new products. Consumers who are familiar with the upgrading speed of ZARA's new products will mostly establish the mentality of "don't buy this time, maybe not next time". Therefore, once consumers find what they really want, they buy it without saying anything.
Starbucks: Coffee culture is the soul of Starbucks, and cups are sacred to Starbucks.
Some people divide companies into three categories: one sells culture, the other sells services and the third sells quality. Starbucks sells not only high-quality coffee and perfect service, but also customers' experience culture of coffee.
Starbucks believes that their products are not only coffee, but also the experience culture of coffee shops. Every coffee student in Starbucks must receive no less than 24 hours of pre-job training, including customer service. He must be able to foresee the needs of customers and make bold eye contact when patiently explaining the different tastes and flavors of coffee. Starbucks said that people's detention space is divided into families, offices and other places. As a coffee shop, Starbucks is committed to seizing people's third detention space and making drinking coffee a life experience.
What makes Starbucks famous on social media is not coffee, but cups! Every Christmas, Valentine's Day, Halloween, New Year and other special festivals, Starbucks will launch a series of limited cups, triggering a "cup-grabbing war". Remember the Starbucks Cat Claw Cup battle that was screened before? For a cup, the frolics queued up all night, smashing and looting took turns, and the original price was 199 yuan, which was once fried by scalpers to the sky-high price of 1999 yuan! This is the brand's best advertisement!
Laoganma: Word of mouth and status are accumulated with time and real materials.
China's most "temperament" condiment is never advertised. This seasoning is "Laoganma"! In 1980s, Tao Huabi, the founder of Laoganma, opened a restaurant to support his family. His own spicy sauce was welcomed by drivers along the way, and countless people came here later. In just a few years, Tao Huabi opened a factory to produce this kind of hot sauce on a large scale, and named it "Laoganma Chili sauce".
Nowadays, Laoganma has become one of the hottest commodities in China, and also one of the strong export commodities in China. Laodopted mother's reputation and status are accumulated over time. Although there is no advertisement, the audience will know that this thing is "pure" once they eat it, and there is no behavior of cutting corners. "My Chili sauce is 100% authentic. Every pepper, every piece of beef is provided by a designated supplier, and there is absolutely no trace of impurities. " These are the words of dopted mother Tao Huabi.
Haidilao: Let every consumer become its "walking advertisement"
Among the catering brands, Haidilao does not advertise at all, but the advertising budget is absolutely low. On the taste of hot pot, Haidilao can't be the first, but on the service, it is definitely the industry benchmark. With its ultimate service, Haidilao has become a topic of "top flow" on social networks.
Haidilao is always creating various surprises for consumers. For example, some netizens posted that even "Haidilao actually moved a crib for his son to sleep. Attention, it's a bed! I completely collapsed! " Let customers feel that they are always around, as if only customers can't think of anything that Haidilao employees can't do. These unexpected services not only stay offline, but also spread to social platforms, becoming paragraphs and talks. Haidilao skillfully turned itself into a social symbol for young consumers.
Through the ultimate service and the psychology of showing off, sharing and being recognized by consumers, Haidilao has achieved word-of-mouth communication. In addition, Haidilao guides public opinion through KOL on social platforms, affecting more users. Compared with traditional advertising, this model is obviously more credible, making every consumer a "walking advertisement".
Pan-Ferrari Phenomenon: Scarcity and Dignity of Top Products
Top luxury sports cars, including Ferrari and Maserati, rarely advertise where ordinary people can see them. But most consumers, even if they haven't seen their official advertisements, must know this jumping black horse, which is called Ferrari.
The reason here is simple. Looking around the world, there are only a few that can make these top luxury cars. Its target audience is not ordinary people, so it doesn't matter whether the advertisement is played or not.
Instead, companies that want to "rub" these brands constantly take the initiative to advertise for them free of charge. For example, you can see this horse on Shell lubricating oil; You can see Ferrari's LOGO on fashion sports brands: you can see joint funds in various digital products; It can also be seen in some film and television works that it occupies C position; It even appeared in the public advertisement of the same car dealer-"Volkswagen, give hope to those who can't afford Ferrari."
Why do these brands sell well without advertising?
……
Become a member of Media 360 and get the right to read the full text.
Welcome to be an associate member and think tank member of our Media 360!
Media 360 will become a super connector, a forward-looking center and a think tank for every user.