58 innovative plans for marketing

Chapter 40 Brand Planning (4)
According to the data in April 2005, among the most important customer category, the affluent high-net-worth Americans, the UBS brand awareness has risen to 4%.Among American companies and investment institutions, the awareness rate is 63%.The company has made similar progress in Europe. In August 94, in the annual list of the world's top 2004 brands jointly launched by the American "Business Weekly" and the brand consulting company Interbrand Corp., UBS was on the list for the first time, ranking 8th in the world. The value of the "UBS" brand It is estimated at $100 billion, ahead of well-known multinational brands such as Volkswagen, Xerox and Nestle. In July 45, "UBS" was on the list again (No. 65.26), and its brand value increased by 2005% compared with the previous year, reaching US$7 billion.

UBS's brand strategy and its distinctive advertising had achieved the primary goal of raising awareness, however, this advertising lacked the "conditioning" of different levels of meaning.After entering the target market and creating popularity, UBS needs to carry out more related sponsorship activities to supplement and strengthen its brand image.

At present, UBS's sponsorship activities are mainly concentrated in Switzerland and the United States, covering sports, music, culture, art and so on.Among them, UBS, as the main sponsor of the Swiss Alinxi team, supported the team to win the 2003st America's Cup in 31.

The "UBS-Verbier Music Festival" orchestra was founded in 2000. In just five years, the orchestra has cooperated with almost all the conductors and performers active on the music stage today. Its artistic level is astonishing.UBS has always played the role of the orchestra's main partner and sponsor, promising to provide the orchestra with an annual financial sponsorship of 5 million euros, which is by far the largest amount of art sponsorship. The goal of musical talent.

With the resource advantage of a universal bank, UBS has invested far more in brand promotion in the Chinese market than Wall Street investment banks such as Goldman Sachs, Morgan Stanley, Merrill Lynch and Credit Suisse First Boston.The company not only publishes advertisements in major mainland financial media such as "Caijing", "New Fortune", "21st Century Business Herald", "Contemporary Financier", but also at airports in Beijing and Shanghai.In the advertising design, UBS highlighted the global slogan of "You and us" and its advantageous businesses in China such as securities research, asset management and wealth management, combined with the opening of Beijing branch and other dynamics, to comprehensively and timely inform target customers Convey company image and latest news.

At the same time, the institutional investor forums held by UBS in mainland China and Taiwan each year also help a lot in its brand promotion and publicity. In June 2005, the two-day Taiwan Enterprise Forum held by the company was the largest investment legal person forum in the local area over the years, and a total of 6 representatives of world-renowned institutional investors participated.

As a continuation of UBS' global music support activities, the company sponsored the opening concert of the 2003 Beijing Music Festival. In November 2004, UBS also promoted the "UBS-Verbier Music Festival" Orchestra to appear in the closing concert of the Beijing Music Festival: the famous conductor Charles Dutoit and the internationally renowned young violinist Wen Together with the orchestra, Grove performed Mozart's Overture to "The Marriage of Figaro" and Beethoven's "Violin Concerto in D Major" and other classic works for the audience at the Poly Theater in Beijing.

In April 2005, when the China Securities Regulatory Commission applied for the approval of the joint venture fund company, UBS and the State Development and Investment Corporation announced the new trademark of SDIC UBS Fund Management Company in order to show the spirit of cooperation displayed by the new company.The SDIC UBS logo symbolizes ancient coins and wish-fulfilling knots.Ancient coins are a symbol of wealth and a masterpiece of wisdom; the concentric wishful knot implies auspiciousness and has an intimate and harmonious aesthetic feeling. It has a long history and profound cultural connotation in China.Although the logo design is a combination of Chinese and Western cultures, and the wishful knot that has been passed down in ancient times is designed in a modern way, which represents the close cooperation between the company and its customers, but it may be because UBS SDIC is not a wholly-owned subsidiary of UBS. Failure to combine the global unified brand identity of "UBS" and reflect the promotional theme of "You and us" is inevitable.

In the Chinese market, UBS has encountered strong challenges from HSBC Holdings and Deutsche Bank in terms of brand promotion and marketing. Deutsche Bank has done well.

In order to narrow the gap with competitors such as HSBC and Deutsche Bank in the Chinese market, UBS needs to continue to strengthen its emphasis on the mainland business, fulfill the "commitment" into concrete facts and actions, and develop the company's business in the Swiss mainland and the US market. The effective integration of communication marketing and social welfare support has been brought to mainland China, so as to promote the expansion of UBS's various financial businesses in China, so that the global brand promotion and publicity campaign of "UBS" has achieved the expected actual effect.

From the brand promotion case of UBS Group, it can be seen that its brand promotion strategy has been implementing a constant principle, that is, the principle of localization.

Skillful touch
Finding, discovering, and clarifying the inner emotional needs of consumers in choosing products, igniting their inner desires through publicity and communication, and helping consumers make up their minds about their purchases are the basic starting point of brand promotion.Consumers will not take the initiative to buy when they are not stimulated with a strong desire to buy, but when they have such a desire, they will not only buy, but also use logical analysis to defend the purchase.

Customers' purchases are driven by desire, rather than purely based on logical reasoning to judge whether they should buy.Therefore, the key to a successful brand promotion lies in successfully having an emotional dialogue with consumers, turning customers' "I need" into "I want", so as to generate brand sales force and break through sales bottlenecks.

Find out the emotional factors of products and consumers, find the entry point to enter the emotional needs of consumers, reach a psychological resonance with consumers, effectively mobilize the emotional needs of customers, and form consumers' purchasing enthusiasm and initiative.A successful brand can focus on emotions, on "discovering and satisfying customers' needs", from the perspective of psychological needs and emotional desires, prompting consumers to find the best reason to buy for themselves, have to buy, and have to buy eagerly , long-term purchase.

thinking innovation
A successful and complete brand promotion strategy should include three levels and three stages: first, the brand wide promotion stage, that is, to establish brand awareness; second, the brand in-depth promotion stage, this stage is mainly to enhance brand reputation and improve brand awareness Loyalty; the third stage is the brand maintenance stage.

In the process of brand promotion, brand breadth is the foundation and the first life of the brand; the promotion of brand depth is the foundation and the second life of the brand.Brand depth is built on the basis of brand width, mainly to have emotional dialogue with consumers and improve brand sales.

Practical points
The market strategy of the three stages of brand promotion:
1. In the stage of brand width promotion, enterprises should use strong building and forced instillation as the promotion strategy, and establish brand awareness through advertising, activities, and event communication.The basic connotation of the brand belongs to the primary communication with consumers.

2. In the stage of in-depth brand promotion, enterprises should use in-depth interaction and innovative communication as the promotion strategy to make the brand deeply rooted in the hearts of people (consumers), enhance brand reputation, brand loyalty, and increase brand sales.

Innovation is the life of planning, especially in the stage of in-depth brand promotion. To achieve in-depth interaction with consumers and let consumers experience, recognize and accept the brand and brand culture from the bottom of their hearts, it is necessary to find a new way and bold innovation, so as to improve the brand. sales force.

3. In the stage of brand maintenance, enterprises should take maintaining brand height as their purpose and take "wide promotion + deep promotion" as their strategy.

According to statistics, it takes at least 3 to 5 years to promote a well-known brand abroad.After the brand reaches a certain level of popularity, it needs at least US$1000 million per year to maintain it.After the brand reaches a certain height, it needs to maintain the brand, so that the brand can maintain its youthful vitality and market competitiveness forever.

Scene reconstruction
1. Scenarios
As an international jewelry brand, Cartier has interpreted the century-old classic myth, and its noble brand extension is also shining with charming light.

The Cartier story begins in 1847.Louis Francois Cartier took over his master's jewelry shop in Paris and officially established the Cartier jewelry store.At that time, Paris, after a turmoil in the battle for the throne, restored the former flashy atmosphere of Huadu, which greatly promoted the prosperity of the jewelry industry in Paris.Fortunately, Cartier was recommended by Princess Mathilde, the young cousin of Napoleon III, and the business continued to grow. In 1902, Cartier's stores had opened from Paris to London and New York, and New York gradually became the headquarters of the Kingdom of Cartier.Passed down from father to son for only two generations, Cartier has become the "king of jewelry" in the world.

Of course, Cartier has caught up with the opportunities of the times, but what really makes Cartier's unique temperament is its elegant promotion strategy-the interpretation of noble and mysterious stories.

The 160-year glorious history comes from Cartier's many legendary spokespersons-royals and celebrities. In 1915, the British Crown Prince, Prince of Wales, specially ordered 27 tiaras from Cartier, and wore them at his coronation ceremony as Edward VII.Two years later, Edward VII bestowed Cartier with a royal commission.Since then, Cartier has successively received letters of appointment from the royal families of Spain, Portugal, Russia, Belgium, Egypt, etc., and has become the supplier of "Queen Jewelry" for these royal families.

In December 1936, King Edward VIII of the United Kingdom, who had been on the throne for less than a year, resolutely announced his abdication in order to marry Mrs. Simpson, an American civilian woman who had divorced twice.When Edward VIII's younger brother George VI succeeded to the throne, he was granted the title of Duke of Windsor.In order to express his love, the Duke of Windsor commissioned Cartier to design four pieces of jewelry for the Duchess of Windsor, namely the "cheetah" brooch, the "bib" necklace, the "tiger" long handle glasses and the "duck head" brooch.

The mystery and nobility of the royal family and nobles is something that all the public have been inquiring about but can’t touch. Cartier has gradually strengthened its relationship with the royal family and nobles, and its business has gradually penetrated into this luxury class. The reputation of "Jeweler", and finally the condescending attitude laid the foundation of the luxury brand.

Interpretation of the product story.In addition to improving the brand image with the unparalleled dignity of the aristocrats, Cartier also makes the most accurate and luxurious interpretation of each series of jewelry, and wholeheartedly creates the story of the product.Cartier's "love" bracelet series symbolizes the faithful belief in love. For decades, the charm of the "love" bracelet has always shaken people's hearts.Starting from its oval design, it seems to be a pair of "shackles" of love, representing each other's single-mindedness and deep affection.Subsequently, many stars became loyal supporters of the "love" bracelet series, such as Elizabeth Taylor, Sophia Loren, etc., who always wear "love" bracelets. In 1924, Cartier designed a unique and charming Cartier three-ring ring for the famous poet Jean Cocteau... In 2003, Cartier launched the "Dragon Kiss" jewelry series, all of which were inspired by traditional Chinese culture and art. Some of the simplest and mundane things in everyday life, such as wish-fulfilling knots, wind chimes, clasps and the classic "dragon" shape, are transformed into jewels that symbolize happiness and auspiciousness, success and eternity.

There is no doubt that products are the most vivid display of brand communication.By continuously forging the legendary stories of products, coupled with the amplification of brand power by celebrity effects, Cartier can easily find the fulcrum to leverage the earth, and finally add points to its own distinguished status.

With a noble story above all brands, it can only show that Cartier has a basis to show off.What truly achieves its luxury status is Cartier's precise communication of each story.As a luxury product, the key to Cartier's communication is to communicate to the public, but to sell to the minority.In the admiration of thousands of people, wearing jewels worth tens of millions, walking with elegant steps-such a simple process is the charming stage for luxury goods to shine.

After entering China, Cartier first chose Hong Kong, which is rich and powerful, for a touring exhibition. The scale of each exhibition is more than 5 million yuan, which shows the degree of shock.Later, in the process of expanding the inland market, Cartier still used the way of tour + star to promote.Since the first Cartier store was completed in Beijing in 1996, Cartier has held exhibitions in Beijing, Shanghai, Chengdu, Harbin, Zhengzhou... and other major cities across the country, and each time the scale is more than 2 million yuan.

Interpreting the story with dignity, making the story sublime and noble, during which continuous refinement and transpiration, is the magic weapon for Cartier to attract the attention of thousands of people, and it is also the only rule for its interpretation of the highest state of nobility.

Question: What are the unique methods of Cartier's brand promotion strategy?

2. Role simulation
If you are the marketing director of a notebook manufacturer, under the established brand strategy, you are going to launch a series of promotions, what steps should you follow?

3. Thinking Enlightenment
After studying this chapter, what do you think is the key to brand promotion?
4. Physical training games
Props: paper and pen.

Number of participants: 18 people.

Method: 18 people were divided into 3 groups, 6 people in each group.Set up a specific scene, and the three groups write a brand promotion plan for a designated brand.

Rules: Time is 90 minutes.In the specified time, which group's plan is complete, feasible, and reasonable, which group wins.

Purpose: Through games, cultivate game participants and brand promotion and planning capabilities.

5. Improve plan
Reference answer

1. Situational case: Cartier mainly uses noble and mysterious story interpretation, product story interpretation, and precise communication methods to promote its brand.

2. Role simulation: The answer is omitted.

3. Thinking Enlightenment Solution Ideas: Brand promotion can only greatly improve the effect of brand promotion and reduce promotion costs only by finding the "right" emotional entry point and ignition point for consumers and brands, and having spiritual dialogue with consumers to reach resonance.From the perspective of needs and motives, feelings and perceptions, and consumer attitudes, it is not difficult to find a good way to improve brand sales and solve problems by quickly capturing and finding, locating, and analyzing emotional factors of customers. Purpose.

(End of this chapter)