Lighting brand marketing how to take a good network this bus?

Lighting competition in the streets and alleys is fierce, which determines the two directions of future lighting industry: First, the lighting industry must establish a brand, know how to use the new media for brand communication; Second, lighting products must be more and more creative, Mass customization is the only way to go. To grasp these two trends, Internet marketing is a topic that every lighting company must pay attention to.

Lighting industry's internet marketing market scans The current national lighting industry manufactures nearly 10,000 manufacturers, but there are fewer than 600 companies that can really name the brand in the industry. Consumers can't even say a brand in an impressive manner. Saying not to pay attention to brand building is a common phenomenon in this industry, which also created the growth of some lighting store brands. When it comes to brand marketing, Internet marketing cannot largely escape the framework of 4P (products, prices, promotions, channels) and 4C (demand, cost, convenience, and communication), but these two theories are in the context of networks. Companies are required to be faster, more strategic, and more aware of the use of Internet Tools to spread the brand. For lighting companies that are brave enough to try online marketing, products, promotions, channels, and communications are particularly important. So how to use the network to build a brand to achieve growth?

Product design directly stimulates consumption

If a lighting product can be designed to be as screaming as an Apple iPhone, it is obviously easy to promote. The majority of online shopping crowds are 18-30 years old. Most of them like creative products with very cool images. Therefore, the lighting products that are most suitable for sales on the Internet are small creative lamps. The price is less than 200 yuan. Actually not practical sometimes does not rank first. Such as relying on the rapid success of the network marketing wheat bags, they can use powerful data analysis tools to capture global consumer trends, began to monitor Taobao, Pat, Amazon, eBay and other sites, so that their designs are always in the trend of In the beginning, dozens of new products can be launched in one day, thus ensuring a high degree of attention.

With the development of OLED technology, lighting products will not only stay in the function of lighting, but instead will be the role of creative home and decoration. For example, OLED is light, thin, transparent and flexible, and can be designed into a variety of luminaires. Its creative space is infinite. In this case, companies must understand that products sold offline are not necessarily hot on the Internet because they face different audiences and their consumption patterns are not the same. Those under the line who visit lighting cities and lighting shops Most of them are for house decoration, but consumers who buy lighting products on the internet usually do not have a strong purpose, so the design of products is particularly important.

Effectively focus on online sales attention

Since online sales do not have time and space constraints, distributors at all levels and in various places may become competitors. The traditional channel's operating model obviously cannot be applied to Internet marketing. First of all, the products of online channels and traditional channels must be separated and can be distinguished by barcode or model identification. If they are not separated, the sales of the network will definitely affect the customers of traditional channels, because online promotions with low prices will definitely lead to offline channels. Business resentment, the best practice is that some new products will trigger the market through the Internet, but not offline sales, offline dealers can be used as after-sales service outlets, to earn maintenance costs, and take the traditional channels of products can be sold online, But to keep pace with the official price, planning promotional activities to be carried out online and offline synchronization, to ensure the interests of offline channel providers, under normal circumstances do not allow dealers or individuals to open an online shop, network sales should focus on the official shop In order to maintain a higher degree of consumer attention to the official online store, interactive activities are also easier to carry out.

Internet social media is very important

In the Internet era, lighting companies communicate with consumers in a way that is very different from the traditional model. Under the traditional marketing model, only one customer service hotline may be needed. Service outlets can provide on-site service. More sales will be face-to-face. However, under the network marketing model, companies must understand three key points: First, how do consumers know your brand and products; second, how they generate buying behaviors for your products; and third, how do you make consumers spontaneously? Business disseminates positive information.

The first key point, it is clear that most companies understand that search engines are the top priority of consumers in the Internet era. Therefore, the prices of various product categories such as LED, brand, and enterprise are all the way higher, but the problem is Yes, when consumers know about businesses and products, how to promote their purchases, “word of mouth” has become the deciding factor in this regard. Word of mouth comes from the mouth of other consumers. A potential consumer might have a good impression of NVC brand because he saw his friend's space blog - NVC's wall lamp is really pretty, or maybe he saw a hit. The video skit has an interest in the pretty bedside lamp of the heroine and thinks of buying one for her girlfriend. In other words, word of mouth exists in every corner of the Internet: search engines, portals, dating communities, personal spaces, video sites, microblogs, and so on, so lighting companies must understand the characteristics of various Internet social media and their In order to better present the brand in front of consumers, the application can be applied to the brand.

Among them, online advertising is one aspect. It can directly display corporate and brand image and has direct notification functions. However, as consumers become more and more savvy, online advertising may not necessarily promote the generation of shopping behavior, and it cannot be turned into a positive one. Word of mouth. So, on the other hand, companies also need wonderful shooters, as well as marketing wizards, turning corporate image, product use, and brand culture into creative stories, pictures or videos. Once your content becomes "Viruses", then consumers will spontaneously spread positive word-of-mouth for enterprises, and realize the effect of exchanging resources between them.

Promotions = spike + interaction

If the promotion on the Internet is not different from the traditional channels, the effectiveness will not be too great, because consumers are already numb to the promotion methods such as buy gifts, discounts, and bundles. These promotion methods can only be used in fast-moving consumer goods such as drinks and snacks. , daily chemical products, etc. For small appliances such as lighting, more interesting promotional methods are needed. Lighting companies must understand the "second kill" and "interaction" means.

"Secondary killing" originally meant the meaning of instantly killing enemies in online games, but later as "Taipei" and "Personal Purchase" successively planned "time-limited" activities, "secondary killing" evolved into a hot online marketing keyword. It is based on the promotion of computer network technology, and its core is "limited time" and "ultra-low-cost", such as a one-dollar notebook computer, a rice cooker, etc. The purpose is to gather popularity and enhance the brand's attention in the network. degree. In fact, lighting companies are promising in this regard, such as designing a cool little desk lamp and planning a “spike” campaign in the online shop. Within a certain period of time, the top 100 players will complete lighting games online. You can get a one-dollar opportunity to buy lights, and then let these users in the forum or blog to dry their own photo and use of desk lamps to experience, through the netizen vote and then select a few people as corporate brand spokesperson, let them participate in the commercial advertising film shooting, This completes a complete "interactive marketing" is completed, the company received is a great degree of attention and brand reputation, through the Internet can immediately make a new product to market and hot.

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Standard Cable Ties Co., Ltd. , http://www.nscableties.com

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