How can Chinese furniture companies take advantage of celebrity endorsements to build strong brands?
The reporter's investigation found that in recent years, the furniture industry has invited celebrity endorsements to become a trend. Some companies ask for a spokesperson after the brand promotion is obvious, and some companies are hurt. Is celebrity endorsement a "magic bullet" for corporate success? The reporter interviewed Mr. Yang Long, a well-known senior enterprise management consulting expert, brand marketing expert and chief management consultant of Yuanda International (China) Business School, to discuss the pros and cons of celebrity endorsement.
The mainstream of furniture (hereinafter referred to as MF): Many enterprises develop to a certain stage, they will think of the brand's image endorsement problem, combine the star effect and the brand effect, and therefore, the company has achieved a skyrocketing and become a well-known brand known to everyone. dream. How do you view the current celebrity endorsement style in the furniture industry?
Yang Long: Corporate brand building is a systematic project. Star marketing is just one of the auxiliary marketing tools. The so-called celebrity endorsement refers to a marketing tool that uses the flat portraits or videos of celebrities and stars to make the end audience of the products widely known through a series of propaganda carriers. It has been accepted by various industries and business owners. The purpose of celebrity endorsements is nothing more than the use of the star's public influence, reputation, and means to quickly enhance the brand influence of the company. Use the popularity of stars to increase the awareness of new products in the audience. Celebrity endorsement not only enhances the brand reputation, but also grafts the impression of the star in the audience to the product, and continues the good image into the product. Because of the involvement of the stars, the consumer's love for the stars is transferred to the products, and then purchased, and has a good impression on products and enterprises. Celebrity endorsements can be traced back to the 1980s in China. They are popular in the fast-moving consumer goods industry. As a durable goods industry, the celebrity endorsements of home appliances are far earlier than the furniture industry. The furniture industry has also become popular in recent years, please celebrity endorsements, celebrity endorsements. It is closely related to the development of the industry and has a close relationship with regional economic development. For example, although the earliest companies that invited celebrity endorsements were mostly large enterprises such as the dynasty, today, the number of celebrity endorsements is the “Chuanpai†furniture enterprise, which is inseparable from the rapid development of Sichuan furniture enterprises in recent years. of.
MF: Some furniture companies are constantly changing celebrity spokespersons. Does this have any effect on corporate brands?
Yang Long: Many companies continue to replace spokespersons. In fact, this kind of behavior can not produce significant improvement effect on the promotion of corporate brand image or product sales. If the enterprise stops changing the spokesperson, consumers will start to guess whether the enterprise is not The strength is not good, and its products are gradually losing their appeal in the market. The company has to constantly replace the celebrity spokesperson until it becomes a normal state of the enterprise. In the long run, the enterprise gradually falls into a vicious cycle of vicious circle. Without the star, it will not survive. With a star, the effect is not much better. This is the "star dependency." Therefore, companies must consider strategies when selecting stars, and have a comprehensive marketing strategy and integrated communication planning.
MF: Does endorsement bring risks to the company? If so, what are the performances?
Yang Long: There are certain risks in celebrity endorsements. The main performances are as follows:
1. There are too many celebrity endorsement products, which have produced a “dilution effectâ€. The endorsement information is extremely scattered. Some products of the same spokesperson have been difficult to let consumers associate the stars with their own enterprises under the propaganda of other products. They even confuse each other, resulting in a decline in the gold content of the endorsement effect. The company has done useless. Invest.
2, the star image crisis is not easy to control, among the many image spokespersons, enterprises more favor the stars, but as the stars are not many, all kinds of public attention to the right and wrong, the news is endless, so that enterprises can not guard against. The development of the star is unpredictable. If the reputation is reduced due to the influence of the scandal, the sales of the company's products will be affected.
MF: What kind of advertising company cooperation should furniture companies look for when hiring celebrity endorsements?
Yang Long: When many companies choose advertising companies, they often don't know which advertising company is better, jumping between international and local. Today, I use 4A company, and I will use local companies tomorrow. I feel that 4A company is good and local company is good. Some companies value the systemic nature of 4A companies, but their service fees are too expensive; some companies value the flexibility of local companies, but their quality is too low. As a company that invites celebrity endorsements to achieve better results and returns, it is recommended to cooperate with 4A advertising companies. The advantage of 4A is the specification. Scientific research methods and rigorous work processes are the difference between the essence of local advertising companies and their advantages. The quality and effectiveness of advertising can also be guaranteed.
MF: How should we better use celebrity endorsements for corporate branding services?
Yang Long: First of all, the celebrity spokesperson is included in the brand building strategy.
Now many business leaders have realized that it is risky to ask celebrity endorsements. A fundamental measure to avoid the many problems and risks of celebrity spokespersons is to incorporate the celebrity spokesperson strategy into the brand building strategy of enterprises. Many companies did not put celebrity spokespersons at the beginning. On the strategic level, this makes the company consider the problem very single, thinking that the celebrity spokesperson is very simple, take a few
TVC, the graphic image is finished, and there is no systematic planning. Waste enterprise resources and even have negative effects.
Therefore, when choosing celebrity spokespersons, companies should consider several issues: First, why should companies use celebrity spokespersons, whether they want to improve their corporate reputation or increase product sales; second, what kind of brand spokesperson should be used by enterprises? The star is still an entertainment star. It is an international superstar or a domestic first-line star or a rising second- and third-rate star. The third is the choice of the star, the future strategy of the company hopes to develop according to what expectations.
Secondly, please celebrity endorsements to consider the growth period of the company and the specific conditions of different stages.
Businesses have a long-term growth. From my many years of experience, it is generally suitable for companies to use celebrity endorsements to operate small-scale regional brands, which have a share in the local market and are intended to be transferred to the national market. The easiest way to spread brand-saving is to find a popular artist. For example, many of my clients are from the region to the whole country. It is also the stage where the brand spokesperson needs to be invited. If the brand spokesperson please, please apply well, and the corporate brand will also improve a lot.
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