Nowadays, the brand voice of furniture industry is getting stronger and stronger, and it is more difficult for furniture enterprises to stand on the market without being branded. Consumers trust brands, brand awareness is constantly improving, and furniture enterprises need to keep up with the trend of the times to shape brands. The most important thing for furniture enterprises to be brands is to promote themselves and make themselves famous, so advertising is an extremely necessary means.
A new research report investigates the advertising expenditure of German furniture industry. In 2009, the advertising expenditure of German furniture industry was 29.65438 billion euros, among which IKEA ranked first with 82.2 million euros, up 25% over 2008. This shows that enterprises pay more and more attention to advertising. If furniture enterprises do not have correct, moderate, accurate and standardized advertising marketing, it is difficult for products and corporate brands to become famous, but the huge investment in advertising fees will put enterprises in danger.
What is the best advertisement for an ordinary person? Very artistic, as high-cost as a blockbuster, simple and creative, very amazing, or similar to the advertisements that don't receive gifts this year. What kind of advertisements can make consumers remember or induce consumers' desire to buy? That's the best advertisement. Advertisers should stimulate people's desire for consumption. A consumer doesn't understand the product at all, but is interested in understanding it until he has the desire to buy and make a deal. In this process, in addition to relying on effective sales skills, advertising is to let customers know that this product is suitable for his needs.
Advertising case: 65.438 billion people don't know about Green Island Furniture.
Chairman Lin spoke from the perspective of the enterprise. Let's analyze it from the perspective of a consumer. When many consumers see this slogan, their instinctive reaction is that I am one of the 65.438 billion people. A word can arouse consumers' thirst for knowledge, and they will unconsciously understand the brand. In this advertising language, there is no promotion of the high quality of the product, no mention of how environmentally friendly and healthy the product is, only that the public does not understand. This slogan seems modest, but there are 300 million people behind it who know the Haikou of Green Island, which is enough to show that Green Island already has a large market share. It is only expressed in a modest way, with the aim of making consumers more psychologically acceptable. This is the beauty of the slogan.
Many furniture companies want to spend a lot of money to get ahead, but these advertising fees are either not targeted or have loopholes, so that a lot of money slips away unconsciously. The same is true for furniture brand building, which needs brand support. For example, when some furniture enterprises invite a celebrity to speak for them, they simply don't consider whether the star's temperament is consistent with the enterprise, which can't well reflect the core value of the brand.
Advertising case: Qumei, from Northern Europe, serves China.
Case study: Qu Mei transmitted a liberal attitude towards life from Europe to China and integrated it into the calm and restrained China culture in the East. This is one of the reasons why Qumei hired Hans, the chief designer. Qumei adheres to the spirit of innovation, integrates China traditional culture with Scandinavian culture, and forms its own unique style in product design. When domestic furniture enterprises scrambled to copy foreign products, Qumei opened the road of cooperation with famous designers in Northern Europe and initiated the introduction of foreign designs into China furniture. The joining of international outstanding designers has created outstanding musical beauty with great cultural heritage and social charm.
Qumei, which is already a well-known brand in the industry, does not need to bother to expand its popularity and coverage, as long as it is clear about its value. Coming from Northern Europe, serving China and integrating into international design, simplicity and quality have become the characteristic style of Qumei. Bentwood from northern Europe also brought fashion temperament to China, and Qumei became the first household enterprise in China to advocate elaborate design of life.
The conclusion is that the brand image and core value can be seen from Qumei's advertising language.
. What kind of advertisement can reflect the core value of the brand? First of all, advertising language should reflect the characteristics and advantages of enterprises, and combine their own resources, products, markets and other factors to accumulate and integrate brand assets. In the process of brand equity accumulation, it is very important to establish the core proposition of the brand, cooperate with the functional positioning of the product, and establish a good credit relationship between the product and the consumer. Secondly, to highlight the enterprise concept, many people think that in advertising language, we should vigorously publicize the advantages of enterprises or the characteristics of products, so as to achieve the purpose of advertising. In fact, sometimes highlighting some concepts can also produce many effects, especially the products of big brands have already gained a certain popularity, and properly conveying the concepts to consumers will better establish the brand image.
Advertising language is not a simple word game. As the slogan of a brand or enterprise, it bears the important function of appealing to the interests of the brand. The creation of advertising language is a science. Not only in language art, but also in marketing think tanks. Good advertising language can impress consumers and make people feel emotional, so as to identify with it, accept it, and even actively spread it, forming a virtuous circle, and products will naturally stand out among similar products.
Advertising case: there is affection, love and European style.
Analysis case: a family with love and European style. This slogan is a household name, easy to understand, no uncommon words, easy to pronounce, no bad ambiguity, and has the potential of buzzwords. China people are very traditional and pay more attention to the concept of home. With a big family, there will be love. Ou Pai uses three words to connect the words home, love and Ou Pai to form a simple and meaningful advertising language, which is catchy to read and easy to spread.
In 2008, the headquarters of Ou Pai Group will invest 654.38+billion in advertising expenses, and the advertising investment of Ou Pai's national distributors will total more than 200 million. However, the main slogan of Europeanism is the well-known saying that one family loves Europe.
The accumulation of brand equity is a long-term and continuous process, and we can't rest on our laurels, let alone blindly follow the trend and constantly change. The customized marketing of Ou Pai made Ou Pai quickly become the king of domestic cabinet enterprises.
From the literal meaning of the advertising language itself, first of all, the advertising language should not be too vulgar. Advertising slogans such as Heng Yuanxiang's Zodiac are forced to sell, which is easy to be annoying. Secondly, the number of words in advertising language should not be too long, and the key points should be highlighted. Too long advertising language is difficult to read and remember, which is not conducive to communication. The third aspect is not to imitate others too much, lacking differences, which often cannot be noticed, remembered or even confused.
Don't tamper with the advertising language.
The law of modern enterprise propaganda is overwhelming propaganda and speculation first, and then discussing the actual situation of products. When consumers buy their products home, they find that the products are actually inconsistent with the propaganda of the merchants, so there is a problem of after-sales service. What misunderstandings, final interpretation rights, edge ball and other rhetoric have made consumers suffer a lot. Advertising is a marketing tool for enterprises, but please don't use it as a sword to hurt consumers. False advertising is a double-edged sword, which will stab consumers and yourself.