From the ceramic industry marketing changes, many enterprises introduced the network marketing, especially in online advertising, search engine marketing, journalism, marketing, and other means of network activity.
But for corporate branding and key product promotion, how to clear understanding of the promotional ideas, grasp the whole marketing process, and to consider the promotion at any time, particularly in response to sales results, estimates not only marketing planning bodies have been solved, and it is the most like to see the results of quantitative.
In win Road Advisor in ceramic coatings for marketing, sales, marketing and other subdivision floor building materials in the areas of marketing, if you are in win Road, Adviser to the ' third stage ' in the second phase, the General Council for building materials enterprises in brand marketing and product promotion is divided into two modules, and then around each module design promotion strategy and creativity. And this one is divided into independent web promotion, in collaboration with the extension of the ground campaign.
The first module: brand positioning and promotion, that is, to establish the enterprise brand positioning and focus of industry segment, to public welfare activities, corporate brand story, a million blogs, brand consumer groups topics comics communication as a major means of promotion.
The second module: product positioning and marketing to product knowledge in marketing, event marketing, event marketing, promotional activities, networking support, product consumption ethnic theme cartoon communication as the main approach, two modules of promotion channels, generally involves the network media, networking forums, community sites, IM tools, network blogs, e-mail, and other six, promotion content to news, comments, posts, blogs, blog, IM short information, e-paper, animation/graphics, network topics, network video nine forms. In fetion, mobile phones and other wireless channels, yet carry out specialized operations.
The first module of branding, corporate brand to be accurately focused market industry positioning, design around this location specific creative, such as the entire ceramic field, or it may be subdivided into tiles, polished tiles, stone, natural stone health and other areas; whereas the paint area, it may be that the entire coating market, can also be subdivided into environmental protection coating, lacquer coating, child health, mainly based on the enterprise in a subdivision in the industry and markets technical strength, product strengths and existing scale, development planning, so that the judgment.
Brand story is the enterprise creation 1-3 story, brand design and content of the story is a specialized in the planning, delivery time, select the Publisher channel, etc, are targeted. Generally, the brand story has several routes, win Road Advisor with more. The first is to grow as the background, from a growth story highlights of struggle, hard work, courage, ingenuity, brands, impress people; the second brand story to ' love · marriage · family ' as a backdrop, the implantation of ceramics, coatings, flooring, doors or other home building materials brand information and product information, moving people; a third are likely to relate to the subject matter, decoration materials, decoration, supervisor, implant brand information and product information, attractive. There are other ways, this is not mentioned before. Maybe the way some planners understand, but specific to the content of quality, publishing, media mix, timing of ingenious, may not achieve the best results. In particular, to achieve the effect millions of audience, nor does the operation of institutions in General.
' Millions of blog ' is selected by the enterprise, or an advocate, or a representative, General Manager, creating 1 million-level visits, through personal blog creation a friendly, professional, depth, high-end image, through personal image delivery and enhance the corporate image. At the same time borrow blog channel communication products and promotions that affect people's buying interest and Word-of-mouth communication and creating a record, leading building material industry. At present, the win Road Advisor under the enterprise's specific needs help building the enterprise blog and advocacy blog, in shaping the audience quantity also have different quantity requirements, 30 000, 50 000 and 100 000, even 200 million, there are different enterprises.
You can see that the blog influence not only got the personal recognition, but also at the enterprise level, their marketing value also there is a certain degree of recognition.
' Enterprise consumer groups topics comics communication ' for enterprise present mainstream consumers to shape an image, gives a meaning to refine a the label, form a similar consumer a sense of belonging to vivid cartoon form.
While the activities you will need around Enterprise overall plan to do, no matter what kind of activities that will provide innovative, able to attract and impress people network communication strategy to expand the activities of consumer impact and social influence.
Overall, the implementation of the above policy, the enterprise within half a year to directly influence the audience will reach 400 000 or more, you can even reach millions more as is built on accurate dissemination based Pan transmission, and is based on the sales activities of brand awareness and reputation enhancement on Enterprise channel construction, promotion and marketing activities can play a very significant impact on the income generated according to the rate of 5 x magnification.
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