Cabinet industry "playing star" contest full fire

According to the latest survey released by Millward Brown, the proportion of Chinese companies using stars in advertising is second only to Japan and South Korea, ranking third in the world. In the past 2014, celebrity endorsements took off, and the cabinet industry “playing stars” contest was full of firepower. However, I believe that the celebrity endorsement is like placing a bet on the “between”, perhaps it can bring more benefits for the company, on the contrary, it will allow companies to fall into the embarrassing situation of losing word of mouth. Therefore, cabinet companies need to be careful.

Cabinet companies need to be cautious when choosing celebrity endorsements

Celebrity endorsements, choose the right one for yourself. Not which star is hot recently, he must choose him. If the quality and personality of the star itself do not match the brand, the effect will not be good, and the audience may not know it after reading it. "It is the best that suits oneself." This is true when cabinet companies choose celebrity endorsements.

Cupboard brands must first have their own brand claims, and then choose the right celebrity accordingly. The brand advocate of the cabinet refers to the core identity and values ​​conveyed by the cabinet companies to consumers. At present, most of the cabinet brands are still in the process of brand building and have not yet been fully formed. Many cabinet brands did not establish their own clear brand ideas before inviting celebrities to endorse them, resulting in the overall disorder and incoordination of celebrity endorsements.

Cabinet companies choose stars and are very particular about it. If celebrities are very low-key, lack of topicality and exposure, then the effect of celebrity endorsements will be greatly reduced. The purpose of the celebrity endorsement is to link the brand with the celebrity and increase brand exposure through the entertainment and high coverage of the celebrity. Some celebrities have always stayed in the background and even deliberately evaded the public. They would almost always be forgotten by the audience. Such an endorsement can only be said to have low cost-effectiveness and the input-output ratio of funds is not sufficient.

Cabinet companies should reasonably invest in related expenses

For cabinet companies, choosing a star is just the first step. It is equally important how to produce a well-advertised commercial and follow-up efforts. Celebrity endorsement fees, advertising production costs and placement fees, the rational allocation of these three major funds is very critical, and must not give the bulk of the fees to the endorsement fees, but in the ad production and delivery of top-notch, are not willing to invest. The first-line stars must be promoted in the national market. CCTV, important satellite TVs, airports, trains, and highways all need to be considered in full. If you just do a regional market, then there is no need to ask expensive first-line stars.

It can be said that the celebrity endorsement is a systematic project for cabinet brands and requires scientific planning. The cabinet companies need to find the right celebrities and carry out adequate advertisement production and delivery so as to achieve the brand promotion effect that the cabinet companies want. .