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, the brand promotion is very obvious, and some companies are hurt. Is celebrity endorsement a "magic bullet" for business success? The reporter interviewed famous enterprise management consulting experts, brand marketing experts, and Mr. Yang Long, chief management consultant of Yuanda International (China) Business School, to discuss the pros and cons of celebrity endorsements.
The celebrity endorsement has accompanied the rapid development of many enterprises to achieve a flying sky, becoming the dream of well-known brands that everyone knows. As a well-known senior business management consultant, brand marketing experts, how do you think about the current celebrity endorsement style in the furniture industry?
Yang Long: Corporate brand building is a systematic project, and 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 widely accepted by various industries and business owners. The purpose of the celebrity endorsement 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. Popular in the fast-moving consumer goods industry, as the durable goods industry, the celebrity endorsement of home appliances is far earlier than the furniture industry. The furniture industry has also become popular in recent years. Please celebrity endorsements. Celebrity endorsements are closely related to the development of the industry, and are closely related to 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 “Chuangpai†furniture enterprises, which is inseparable from the rapid development of Sichuan furniture enterprises in recent years. of.
"Star Dependence" has many drawbacks: Some furniture companies are constantly changing celebrity spokespersons. Does this practice have any impact on corporate brands?
Yang Long: Many companies continue to change 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 that the enterprise is It’s not that the strength is not good, and its products are gradually losing their appeal in the market. The company has to “continue to 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. If there is no star, it will not survive. And with the stars, the effect is not much better, this is the "star dependence." Therefore, in the initial stage of the company, we must consider the strategy when choosing a star, and have a comprehensive marketing strategy and integrated communication planning.
Reporter: Will celebrity endorsements bring risks to enterprises? If so, what are the performances in those areas?
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, and some endorsement products have been difficult to connect with the endorsement star in the hearts of consumers, and even confused with each other under the fierce propaganda of other spokesperson products. The amount of gold that led to the endorsement effect declined, and the company made useless inputs.
2, the star image crisis is not easy to control, among the many image spokespersons, enterprises more favor the stars, but as stars, stars are not many, all kinds of public attention is not right, the news is endless, so that enterprises can not prevent. The development of the star is unpredictable. Due to the influence of the scandal, the reputation declined, and the sales of the company's products will be affected.
Reporter: What kind of advertising company cooperation should local 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 use local company 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 lies in the norms. 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 be guaranteed.
Incorporating celebrity spokespersons into brand building strategy Reporter: How should companies 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. One of the fundamental measures to circumvent many problems and risks of celebrity spokespersons is to incorporate celebrity spokesperson strategies into corporate brand building strategies. Many companies did not put celebrity spokespersons at first. At the strategic level, this makes the company consider the problem very single, thinking that it is very simple to ask the celebrity spokesperson, take a few TVCs, do a flat image, and lack system planning. Waste corporate resources and even 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 brand of spokesperson should be used by enterprises is sports. 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.
Enterprises are all in the growth stage. 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 promote brand-saving communication is to find a popular artist. For example, many of my clients are from the regional to the national stage, and it is 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.
In addition, companies should also consider the purpose of celebrity endorsements. Different stars are often suitable for endorsement products. When choosing, you should also pay attention to the focus of the company's use of spokespersons. If you want to quickly improve the visibility of products and companies, then you need to choose a popular star; if you want to increase advertising persuasiveness, you must pay attention to the social reputation of the star; if you want to strengthen the brand image, you should consider whether the selected star image and product and brand are highly Association and so on. For example, if a furniture company asks a celebrity endorsement, it is necessary to consider the style of the enterprise product, whether it is modern or classical, Western or Chinese. Based on these factors, consider whether the style and product style of the endorsement star are appropriate. Chihuahua, a brand of Minhua Holdings, hired Sun Honglei to be the endorser. Undoubtedly, Sun Honglei's temperament and style are perfectly combined with Chivas's functional sofa selling fashion and business.
Again, celebrity endorsements should consider target consumers.
From the perspective of marketing, celebrity endorsements are nothing more than the use of celebrity's popularity and influence to influence consumers. Therefore, furniture companies ask celebrity endorsements to always circumvent a problem, that is, whether spokespersons and our target groups are related. If the product spokesperson and the target consumer are completely unrelated, the result is just a waste of corporate resources. Therefore, the furniture company, please spokesperson, must study the target consumers, on this basis to find the key person who can best represent the corporate image. The reason why the target consumers are mainly focused on several aspects: First, it may be because the overall popularity of the star is high, but the target consumer group may know less about it; second, the target consumer may have a high awareness of the star. The reputation is low; thirdly, the popularity and reputation of the stars may be high, but the target consumers are disgusted with the endorsement of this product. The characteristics of research target consumers are to analyze their consumption expectations and preferences, what kind of stars they like, and so on. For example, for children's furniture, Zhang Yishan was invited to the colorful life, and Alpha was invited by Jin Tiantuo. These two child stars clearly won the favorite of the brand's target consumer groups.
Finally, please advertise your stars and pay attention to marketing.
In my opinion, star marketing is a shortcut to quickly increase brand awareness, which can play a rapid development and icing on the cake, but it is by no means a 'point stone'. In addition to brand spokespersons, companies should also pay attention to other aspects of marketing, to avoid the current "funded, no marketing" dilemma that furniture companies generally face.
In fact, from the standpoint of modern marketing, after the celebrity endorsement, through the combination of event marketing, conference marketing, public relations marketing, tasting marketing, etc., we can achieve rapid development. I believe that marketing should be able to promote sales and establish brands. The use of comprehensive means, it should include "advertising, promotion, public relations marketing, event marketing, event marketing, news marketing" and other means, and please celebrity spokesperson is only a part of it, enterprises must not be small and slightly larger.
Interviewer's profile:
Yang Long, a well-known Chinese enterprise consulting management expert, brand marketing management expert, top ten planning professional manager of China Furniture, director of China Brand Planning Alliance, chief management consultant of Yuanda International (China) Business School. It has successfully operated the international power brand EAST (the brand of Yi Shite, a joint venture company of the world's top 500 Schneider Electric Group), and the famous brand of China's professional audio, Betasray, and other well-known brands at home and abroad. He has served well-known companies such as Haier, Vanke Real Estate, Galanz, Midea, China Telecom, China Southern Airlines, Mitsubishi Electric, China Tobacco, and Lenovo Group.
The celebrity endorsement has accompanied the rapid development of many enterprises to achieve a flying sky, becoming the dream of well-known brands that everyone knows. As a well-known senior business management consultant, brand marketing experts, how do you think about the current celebrity endorsement style in the furniture industry?
Yang Long: Corporate brand building is a systematic project, and 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 widely accepted by various industries and business owners. The purpose of the celebrity endorsement 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. Popular in the fast-moving consumer goods industry, as the durable goods industry, the celebrity endorsement of home appliances is far earlier than the furniture industry. The furniture industry has also become popular in recent years. Please celebrity endorsements. Celebrity endorsements are closely related to the development of the industry, and are closely related to 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 “Chuangpai†furniture enterprises, which is inseparable from the rapid development of Sichuan furniture enterprises in recent years. of.
"Star Dependence" has many drawbacks: Some furniture companies are constantly changing celebrity spokespersons. Does this practice have any impact on corporate brands?
Yang Long: Many companies continue to change 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 that the enterprise is It’s not that the strength is not good, and its products are gradually losing their appeal in the market. The company has to “continue to 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. If there is no star, it will not survive. And with the stars, the effect is not much better, this is the "star dependence." Therefore, in the initial stage of the company, we must consider the strategy when choosing a star, and have a comprehensive marketing strategy and integrated communication planning.
Reporter: Will celebrity endorsements bring risks to enterprises? If so, what are the performances in those areas?
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, and some endorsement products have been difficult to connect with the endorsement star in the hearts of consumers, and even confused with each other under the fierce propaganda of other spokesperson products. The amount of gold that led to the endorsement effect declined, and the company made useless inputs.
2, the star image crisis is not easy to control, among the many image spokespersons, enterprises more favor the stars, but as stars, stars are not many, all kinds of public attention is not right, the news is endless, so that enterprises can not prevent. The development of the star is unpredictable. Due to the influence of the scandal, the reputation declined, and the sales of the company's products will be affected.
Reporter: What kind of advertising company cooperation should local 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 use local company 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 lies in the norms. 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 be guaranteed.
Incorporating celebrity spokespersons into brand building strategy Reporter: How should companies 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. One of the fundamental measures to circumvent many problems and risks of celebrity spokespersons is to incorporate celebrity spokesperson strategies into corporate brand building strategies. Many companies did not put celebrity spokespersons at first. At the strategic level, this makes the company consider the problem very single, thinking that it is very simple to ask the celebrity spokesperson, take a few TVCs, do a flat image, and lack system planning. Waste corporate resources and even 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 brand of spokesperson should be used by enterprises is sports. 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.
Enterprises are all in the growth stage. 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 promote brand-saving communication is to find a popular artist. For example, many of my clients are from the regional to the national stage, and it is 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.
In addition, companies should also consider the purpose of celebrity endorsements. Different stars are often suitable for endorsement products. When choosing, you should also pay attention to the focus of the company's use of spokespersons. If you want to quickly improve the visibility of products and companies, then you need to choose a popular star; if you want to increase advertising persuasiveness, you must pay attention to the social reputation of the star; if you want to strengthen the brand image, you should consider whether the selected star image and product and brand are highly Association and so on. For example, if a furniture company asks a celebrity endorsement, it is necessary to consider the style of the enterprise product, whether it is modern or classical, Western or Chinese. Based on these factors, consider whether the style and product style of the endorsement star are appropriate. Chihuahua, a brand of Minhua Holdings, hired Sun Honglei to be the endorser. Undoubtedly, Sun Honglei's temperament and style are perfectly combined with Chivas's functional sofa selling fashion and business.
Again, celebrity endorsements should consider target consumers.
From the perspective of marketing, celebrity endorsements are nothing more than the use of celebrity's popularity and influence to influence consumers. Therefore, furniture companies ask celebrity endorsements to always circumvent a problem, that is, whether spokespersons and our target groups are related. If the product spokesperson and the target consumer are completely unrelated, the result is just a waste of corporate resources. Therefore, the furniture company, please spokesperson, must study the target consumers, on this basis to find the key person who can best represent the corporate image. The reason why the target consumers are mainly focused on several aspects: First, it may be because the overall popularity of the star is high, but the target consumer group may know less about it; second, the target consumer may have a high awareness of the star. The reputation is low; thirdly, the popularity and reputation of the stars may be high, but the target consumers are disgusted with the endorsement of this product. The characteristics of research target consumers are to analyze their consumption expectations and preferences, what kind of stars they like, and so on. For example, for children's furniture, Zhang Yishan was invited to the colorful life, and Alpha was invited by Jin Tiantuo. These two child stars clearly won the favorite of the brand's target consumer groups.
Finally, please advertise your stars and pay attention to marketing.
In my opinion, star marketing is a shortcut to quickly increase brand awareness, which can play a rapid development and icing on the cake, but it is by no means a 'point stone'. In addition to brand spokespersons, companies should also pay attention to other aspects of marketing, to avoid the current "funded, no marketing" dilemma that furniture companies generally face.
In fact, from the standpoint of modern marketing, after the celebrity endorsement, through the combination of event marketing, conference marketing, public relations marketing, tasting marketing, etc., we can achieve rapid development. I believe that marketing should be able to promote sales and establish brands. The use of comprehensive means, it should include "advertising, promotion, public relations marketing, event marketing, event marketing, news marketing" and other means, and please celebrity spokesperson is only a part of it, enterprises must not be small and slightly larger.
Interviewer's profile:
Yang Long, a well-known Chinese enterprise consulting management expert, brand marketing management expert, top ten planning professional manager of China Furniture, director of China Brand Planning Alliance, chief management consultant of Yuanda International (China) Business School. It has successfully operated the international power brand EAST (the brand of Yi Shite, a joint venture company of the world's top 500 Schneider Electric Group), and the famous brand of China's professional audio, Betasray, and other well-known brands at home and abroad. He has served well-known companies such as Haier, Vanke Real Estate, Galanz, Midea, China Telecom, China Southern Airlines, Mitsubishi Electric, China Tobacco, and Lenovo Group.
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