Whether to advertise or not must be a question on the minds of many brand marketers. After all, in the current era of traffic involution, not only traffic is expensive, but it is difficult to say that every penny spent will achieve the same effect.
Therefore, compared to the brand's mental advertising, brands seem to be more willing to do e-commerce delivery and effect advertising today, and they are more inclined to real conversions.
But they will find a contradiction, that is why telemarketing list many small and medium-sized brands are pursuing ROI, while many big brands have already reached the top of the industry, but they are still doing various creative advertisements. No matter what category it is, the higher the head, the higher the quality and frequency of brand advertising.
Therefore, many small and medium-sized brands will be confused. Doing brand advertising may not be effective. At the same time, the cost is relatively large. Do not do brand advertising. What better way to empower the brand?
1. Basic consensus: Advertising cannot solve all business problems
The first and most basic point is that brands must recognize that advertising cannot solve all business problems.
Here I will analyze the two dimensions from 0 to 1 and from 1 to 10.
From 0 to 1, it is often the stage of the brand's brutal growth. At this stage, the core purpose of the brand is to survive. At this stage, the method of Internet brands is often to build sound volume through a large number of media placements. In essence, it is still partial effect advertising, and the core relies on a large amount of exposure and interest stimulation to increase the number of users.
Like many real industries, the stage from 0 to 1 is essentially doing two things. One thing is generally the creation and optimization of the supply chain, which is generally biased towards traditional industries, and the other thing is to rely on sales to carry out nationwide sales. Area canal laying.
In these two links, the parts that can use brand advertising are frankly very few. Because from stage 0 to stage 1, the core is to focus on the creation of business models and the accumulation of core audiences. It does not mean that brand advertising is not important, but from the perspective of the actual situation, it is not cost-effective to do brand advertising.
Some people may refute that brands like HEYTEA have a certain accumulation to get financing, and the opening is the accumulation of brand potential, but in fact, many people ignore that HEYTEA's predecessor, Huangcha, has already completed the iteration from 0 to 1.
There is another case here, which is to play a car. Although it is an Internet brand, it has a large budget to do brand advertising as soon as it comes out. Although it has a certain amount of voice and brand potential, it is not a car and fast-moving consumer goods. It’s the same, so while subsidizing the budget, it can only be done hastily in the end.
The stage from 1 to 10 means that the brand has accumulated a certain number of users in the early stage, and the business model has become more and more clear, then the brand can do some brand advertisements as needed to promote the brand values. For example, Bananai's "Declaration of the Bottom Line of New Domestic Products" and NEIWAI's "NO BODY IS NOBODY" are all brand emotional cards played by brands in order to differentiate themselves in the industry under a certain size.
Of course, it does not mean that from 1 to 10 is a process of shooting brand advertisements. It depends on the needs of the brand itself. It can be when the brand is upgraded, when the core product is released, or when the anniversary is celebrated. From the dimension of the brand, it strengthens the user's cognition and conveys the core concept of the brand.
The key is to have a high latitude and focus on the strategic level.
2. Why do big brands advertise frequently?
As for why big brands frequently advertise, in telemarketing list fact, different categories have different demands. Of course, the most intuitive point of interest is that big brands should strengthen their own status and professionalism through advertising, so as to influence users more deeply and widely.