First of all, I insist on taking action when advertising is the "main battlefield" of marketing, dare to join hands with the top management, and don't blindly attack, but find the special connection point between my own brand and intellectual property rights, giving people a reasonable marketing feeling and moving people's hearts. For example, the exclusive title of Lawrence Night focuses on the appeal of sports to the people of the whole country, especially the upcoming Winter Olympics, which is a good opportunity to gather people's attention and cheer for athletes.

Second, in the marketing process, you can convey different brand appeal points according to different occasions, which is concise, accurate and powerful. For example, in Lawrence Night, the main message is the marketing point of the largest used car trading platform, and the main slogan is "turnover exceeded 654.38+00,000 units", which is simple and clear, but impressive. After all, in such a grand ceremony, the brand wants to express too much, but it is not easy to remember.

Third, although Lerong will invite stars as its brand spokespersons, starting this year, more executives will be allowed to speak on behalf of the brand itself. Although celebrity endorsements can form the effect of fan gathering, there are many brands that celebrity endorsements have a very limited effect, especially for the low-frequency behavior of used car trading. The relationship between corporate executives and brands is closer, which can bring more credible and reassuring potential feelings to users.

Fourth, Xinyou has always emphasized the connection from "marketing" to "sales", and opened up all links from pre-marketing to transaction to post-service, instead of burning money for advertising, which is also extremely rational in the industry. For example, Xinyou's current goal is to make cars flow from big cities to small cities. In addition to making the brand awareness sink to small cities through marketing, we also let the supporting services enter the consumers in small cities, so that they can complete the whole process from experience to purchase to after-sales service, eliminating the worries before consumption decision and after car purchase.