As the water pollution situation is grim environment, water purifier company also celebrates its development of "spring." Facing good momentum of development, water purification companies to develop products not only to the good quality, brand awareness is also not fall, now, in this "see the face" era, of course, can not do without branding celebrity endorsements.
However, the celebrity endorsements is also risky. "Please do not Pa Moren gas, please afraid of no effect." Water purifier company in order to avoid many problems and risks of celebrity endorsements, which is a fundamental measure: the celebrity endorsement strategies into corporate brand building strategy among. Only through outset of celebrity endorsements on the strategic level, to make a detailed planning system in order to better reach the star effect you want.
"see the face" era of celebrity endorsements water purifier numerous organs
First, the choice of celebrity endorsements needs and objectives
In recent years, , in the water purification industry, celebrity endorsements become common practice. For celebrity endorsements, enterprises should clear purpose of doing so is to increase brand awareness or increase sales of the product. Why celebrity endorsements? If it is to increase brand awareness, brand promotion, you need to have enough financial strength, vigorously promote on CCTV, Internet and other mass media. If it is to increase sales of products, promote sales, dealers will jointly organize a good, warm, local media circles linked with the dealer, precision lock customers in order to facilitate the purchase, reaching sales.
"for their own, is the best." This sentence can also be used in the selection of celebrity endorsements. Enterprise is selected sports stars or entertainers? It is to choose an international superstar, domestic first-line star, or is on the rise Ersan Liu star of it? Mainly from the following two aspects to analyze considerations:
Second, the brand needs to stand with their products fit
brand proposition refers to the companys core values 鈥嬧€媍onveyed to consumers. In this day and age, people are no longer the traditional pursuit of practical matter, but an attitude to life, a life advocates, a way to enhance the spirit of the people to enjoy the baby. Currently, most of the water purifier brand is in the process of branding, brand proposition in which it played a key role. So, for celebrity endorsements, corporate brand proposition only accurately delivered it to seize the hearts of consumers. SuchIf the star itself, quality and personality will fit with the brand proposition, and how not to fit and deliver results less than satisfactory, and the audience could read incomprehensible.
Third, the larger the star "faceless" The more opportunities
If a star is missing exposure, its endorsement is compromised. Please celebrity endorsements, in the final analysis is this: the brand with the star linked by the topic of stars, increase brand exposure, and thus achieve the purpose. Some stars are always reclusive, even deliberately avoided the public, usually almost been forgotten by the audience, how the brand is so near the star on the topic of manufacturing it? So, for celebrity endorsements, companies should select the appearance of high celebrity endorsements. Star appearance rate is high, and followed the star brand of hot cooked topic, opportunities for joint exposure to a lot more opportunities to achieve the goal along with it increased.
Therefore, water purifier companies must understand that efforts on their products, have come to the real effective than anything else, of course, celebrity endorsements can improve product visibility, however, the star effect can never increase direct sales brand performance, but only as a way of branding.
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