The media is not just a matchmaker

——On the role of the media in brand building

Ai Feng, the former editor of the "Economic Daily" and deputy director of the China Famous Brand Strategy Promotion Committee, believes that the quality of products can be internal, but the brand can never be created within the enterprise, and must be created in the market and in the society. How to create it in the society is to spread. Only when it is spread can the enterprise establish a brand and generate benefits. Therefore, communication is a necessary means to build a brand. There are three main ways of communication: advertising, news, and public relations. These three main ways are inseparable from the media.

There is a famous saying in marketing: good products don't spread, just like sending secret waves to girls in the dark.
Looking at the well-known brands in the lighting industry, such as the author's participation in planning and trading case customers: Liangdi, Xinteli, Hailing, etc., most of them are strategic partners of "Guzhen Lighting". This shows the importance of the media in brand building.
According to incomplete statistics, there are more than 5,000 lighting enterprises in Guzhen, and the brand is constantly emerging. The brand's connotation and operation methods are constantly improving. However, the cooperation between most lighting brands and the media is not smooth. Most lighting brands have not really built up with the media. The main reason for the strategic alliances at the level is that the awareness of the role of these corporate brands in the media is still unclear. To this end, the author will share in the lighting industry for five years in the brand communication planning and sharing with the media.
Media role communication integration In the process of building a brand, what can the media do?
Let us first look at a few cases that the author has experienced: Liangdi Lighting has entered the lighting industry since October 2002, with only a few million working capital, in the market environment where the ceiling lamp products are highly competitive, only used a short period of time. In three or four years, it has created a miracle of over 100 million yuan in sales. Behind this miracle, in addition to the quality products and clear positioning that everyone has seen, it has created several firsts in the industry.
● The first company in the lighting industry invited the star (Cai Shaofen) as the image spokesperson.
● The first strategic partner of "Guzhen Lighting": At that time, "Guzhen Lighting" was in its infancy. Under the situation that the company was in short supply of funds, Mr. Li resolutely invested 200,000 yuan in media cooperation and sponsored the newspaper. Clothing, even the newspaper's business card is printed with Liangdi advertising, and won most of the on-site signboard advertisements at the Lantern Expo that year, becoming the protagonist of the most interesting attraction of the Expo.
● The first company in the lighting industry to propose the concept of kitchen and bathroom lights.
In summary, successful companies are by no means accidental. Among them, the role of the media in brand communication is very important. Of course, the media is also inseparable from the strong support of brand enterprises. I believe Liangdi is the lighting industry and corporate brand. A mutually successful win-win situation with the strategic alliance of the media provides a very successful case.
The second success story I have experienced is the new product of the modern minimalist lamp, New Terri.
Xinteli has re-entered the domestic market since 2003. In 2005, it became the champion of modern minimalist lamps, and it took only two years to drive the trend of modern and simple lamps in the entire lighting industry. In the same year, it won the honor of “Top Ten in the Industry”. This is inseparable from the strategic alliance with "Old Town Lighting". I remember that Sun Zong, who had traveled to developed countries in Europe and America, did not pay enough attention to some media in the town. After the introduction of the author, he became attached to the "Old Town Lighting" after he met with Yao. The new execution of Xin Teli is reflected in this small matter. After carefully reading a few issues of "Guzhen Lighting", Sun always spoke highly of "having content" and "having depth." Then, in a short period of time, I met with General Yao, visited the factory, signed a long-term cooperation agreement, and personally participated in the review of each period of text.
It can be said that the success of Xinteli is inseparable from the corporate philosophy of “seeking perfection, outstanding” and rigorous and pragmatic corporate culture. Of course, the role of the industry media is also reflected in the construction of Xinteli brand.
In addition, there is a case that the author can't avoid: Guo Yun.
Although Guoyun's brand operation is not successful, it has driven the trend of franchising in the lighting industry, providing a way of thinking for the transition of product competition from competition to brand competition for the entire lighting industry. A new model, while lighting Industry manufacturers have cooperated to provide a solution. The transaction between the loose goods and the models between the manufacturers has been transformed into a close strategic partnership. It can be said that the contribution of Guoyun to the lighting industry is indelible. Among them, through accurate positioning, distinctive product style, unique brand image, systematic franchise mode, marketing team, dealer meeting, media communication, the combination of the three ways of Guoyun brand channel construction, sales From 0 to 1.47 million/month, it took only three months; from the obscurity to the influential channel brand of the industry, it took only one year, and the media's role in communication was indispensable.
A review of the role of the media in brand building has the following main points:
1. Establishing a brand's credibility brand is inseparable from marketing. The core function of marketing is communication. The media is the main carrier of communication. The media has a wide spread, especially as the influence coverage of Guzhen Lighting News as a professional media, which provides a shortcut for the establishment of brand awareness and reputation for the lighting companies in the channel brand construction, and provides a good development for the industry. The information platform has become the most closely connected tool among manufacturers, and one of the most powerful weapons for companies that want to be channel brands.
2. Establish the “river status of the enterprise”
In recent years, the various evaluation activities of the newspapers have provided a good platform for some powerful enterprises to establish their own status, and also provided a good bargaining chip for them to integrate upstream suppliers and downstream dealers.
3. Important tools for corporate crisis public relations When enterprises face various crises and challenges, enterprises cannot avoid becoming the target of media competition, and the influence of the media on enterprises can be described as a double-edged sword, which can help enterprises to survive the crisis. Resolving "danger" and creating "business opportunities" for enterprises can also disintegrate corporate reputation and make enterprises fail.
The media cooperation has talked about the role of the media in brand building from the inside out. So how do you establish a strategic alliance with the media?
The author believes that the cooperation between brand enterprises and the media should be from the inside out. Enterprises should pay attention to making friends with the mainstream media. It is necessary and clear that the essence of media cooperation is necessary but not necessary; enterprises need to use the media to win brand awareness and consumer market. Improve the public recognition and trust of companies and brands; analyze the brand connotation and the stories behind them; maintain consumers' continuous attention and interest in the brand.
Some people may say that I am already a well-known brand. Why do you still have to do advertising and media cooperation? You are wrong. You see that world brands such as Coca-Cola and Nike are increasing their advertising budget every year. They are constantly cultivating and continuously grasping the attention of consumers. Therefore, it is a long-term behavior to cooperate with the media, because the brand must be maintained in addition to construction. .
Of course, as the media, in the face of some special requirements for some companies to do brand advertising, if it involves principles and professional operation problems, the media must insist on not giving in, so that it can get the respect and recognition of most companies, and thus obtain More long-term benefits. From this perspective, the cooperation between the two may also be picky.
All in all, lighting companies can't do without the media. Enterprises and media must achieve a win-win situation. They must learn how to carry out cooperation from the inside out. Enterprises should improve their awareness of the media and familiarize themselves with the operating procedures and principles of the media. The media should also adhere to its principles and professional ethics while serving the enterprise.
Brand communication must take three steps. Some people may ask: Under what circumstances is the company suitable for advertising? When is the right advertising? How to put it right? How much is it appropriate to invest? How to evaluate the effect...
This series of questions requires companies to learn more about the media, such as the readability of the media, media layout, design, media distribution, but also the media case customers, to see their investment income Not satisfied?
Then analyze the resource allocation status of the enterprise itself. After all, the media is only a means of communication. It can't be the media. It is the omnipotent. First, the company's own internal skills are well trained: high-quality and distinctive products are the basis of the brand; the positioning of the brand is very important. That is, the target consumer group should be clear; the brand must have a systematic image. After having the above basic conditions, you can consider spreading in the media.
Based on the experience of marketing and brand planning for more than ten years, the author believes that brand communication must take three steps:
The first step: Communication should first clearly define “Who to say?” It is necessary to understand the characteristics and distribution of their needs according to the target audience of the brand. It is the key to clearly define the brand positioning and do market research. It should be emphasized that the target audience for creating a channel brand is a merchant rather than a consumer. The terminal communication is aimed at the consumer, and it is not wrong to make a mistake.
Step 2: Be clear about “what to say?” is the core value of the brand. This is the main message that is passed to the target audience. According to their needs, combined with the characteristics of the company, the information is conveyed concisely. Communication is a highly professional science. The brand's core values, brand identity, slogan, brand image, entrepreneurial spirit, corporate culture, etc. are all important factors in communication. The key is the unique characteristics of the company. For the spread of merchants, the focus is on how to make the business profitable.
The third step: Finally, what do you say? This refers to the integration of communication channels and communication methods. Specifically, the media is the size of the layout, the whole version or the half version? Delivery density, several periods? Separate or continuous? How can the advertising layout and news content work together? The quality of the content? Do you need to work with other routes of transmission? For example, dealer meetings, exhibitions and other public relations activities are combined, is there a timing? The so-called integrated marketing communication is also a highly professional science, preferably operated by professionals. Of course, the media itself also has such a service function. The key is that the enterprise itself should also have this kind of communication awareness and professional talents, such as media commissioners or brand communication specialists. Otherwise, enterprises and media will be prone to deviations in cooperative docking. The effect will be greatly reduced.
To sum up: Only the above three issues are clarified, and the advertisements of enterprises in the media will receive twice the result with half the effort. (Text / Hers)

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