Recently, I saw a friend working on a project to join a brand. He is not very influential, but he is very strict about doing things, very structured and organized, and very instructive. Give me a The intuitive impression is that the surface is very large, the wires are stretched relatively long, and there is a relatively complete and grand frame. I have also thought about it in my mind, and there are two opinions. One is a start-up company, the pie is big, and there is more pressure on initial funds and personnel, so step by step is the best strategy; the second opinion is to make big moves and create influence. , strive for an instant success, again and again, and seize the commanding heights. Personally, I still prefer the second opinion. I just happened to read Britt's Law in the past few days, which means: if a product is not advertised, it is like a girl flirting with a young man in the dark, and only she knows it. . This corresponds to the traditional Chinese philosophy of "the aroma of wine is not afraid of deep alleys" and the belief that "real gold is not afraid of being refined by fire".
To promote it widely, first advertise it widely. Just twenty or thirty years ago, we believed that "the first bird will be shot first", and any publicity and exposure was considered shameful and a manifestation of guilty conscience and cheapness. At that time, advertising was not taken seriously by businesses. However, as a product of the commodity economy, advertising is undoubtedly playing an increasingly important role in revitalizing the economy. As the saying goes, good products require clever publicity. A good advertisement can induce consumers' interest and emotions, arouse consumers' desire to buy the product, and even promote consumers' purchase. Woodruff, the former boss of the Coca-Cola Company, famously said: "Coca-Cola 99.1 is water, carbonic acid and syrup. If there is no advertising, who will drink it?" Coca-Cola sells well all over the world and has entered 135 countries and regions. The regional market is considered a symbol of the American spirit. Among other reasons why Coca-Cola is so popular, the role of advertising cannot be underestimated. Since 1886, Coca-Cola has spared no expense and made full use of advertising methods to expand product sales. In 1886, the Coca-Cola Company's turnover was only US$50, and it spent US$46 on advertising; in 1901, its turnover was US$120,000, and it spent US$100,000 on advertising; today's advertising costs average more than US$600 million per year. Let's break down the ratio of Coca-Cola's advertising expenses to turnover: 92 in 1886 and 83 in 1901. Perhaps it was this amazing move that made 99.1, a drink composed of water, carbonated carbonate and syrup, the number one seller in the world.
Increase product awareness. Advertising is an indispensable weapon to increase product awareness. Smart entrepreneurs are always good at using advertising to improve the "reputation" of their companies and products, thereby increasing their "worth", promoting competition, and opening up markets. Advertising is one of the fastest, most economical and most effective means of conveying product information. Good products are advertised with the help of modern scientific means, and their effects are many times higher than human power. Good advertising can not only bring economic benefits to the company, but also help establish the company's social image. Advertising can perfectly combine economic and social benefits. The two complement each other and promote each other, so that the overall functions of the enterprise can be better exerted.
New advertising in the new era brings new value. Today, with the new changes brought about by new technologies, having cross-border capabilities has become a must-have skill for marketers. "Quick response", "curiosity" and "dare to break through" have become the core keywords for winning in the market in this era. Seizing opportunities and important strategic critical periods determine success or failure.