Home business "sings" performance music marketing is loved by home

Some home furnishing companies have changed to mass brands to open a new situation with music marketing

Following the announcement of the sponsorship of the Polaroid concert by the brand of the Weschen Ceramics Group, Kim Yi Tao, who has always loved star marketing, also launched a new season of music marketing. Last year, Dongpeng Ceramics promoted the brand with the Mayday and Lin Yilian concerts, and continued to play a role in music marketing this year. For a time, ceramic companies that are passionate about music marketing seem to be everywhere. The reporter found that the company is keen on music marketing, and most ceramic enterprises have begun to move towards the brand, especially the transformation from professional brands to mass brands. As the most popular and most acceptable mode of communication, music is also popular among ceramic companies.

At the China (Foshan) Pan Home Entrepreneur Summit held recently, marketing expert Wu Xuejun agreed with this method and said that it would take 10 times the price to use the star after the celebrity endorsement, which will maximize the marketing benefits. .

Music marketing has emerged as a marketing tool very early, and its real popularity has begun with the popularity of Mengniu sour milk titled "Super Girl". Later, after the well-known brand effect of the brand's music section "The Same Song" and "Happy China", the music industry began to be concerned in the home industry. In Foshan, music marketing is also very popular. In 2007, Zhongyuan Langgao Ceramics launched the first domestic ceramic CD “Singing Ceramics”. Later, many companies also launched brand songs. For example, Xinzhongyuan has “Charming New Zhongyuan”. ", deepened the propaganda of corporate culture.

Phenomenon: Music marketing is popular among home furnishing companies

However, the above-mentioned music marketing form is relatively simple, either through the title, or the songs within the company, the purpose is more to show the brand strength to the dealers, it is difficult for ordinary consumers to form a spiritual resonance.

In the past two years, the way home furnishing companies have done music marketing has changed dramatically. The two most important points are more intuitive and interactive. It is often in the form of star concerts and meeting meetings to draw closer to consumers. In the past, brand songs could only be played, and the listeners passively accepted them. Now the live stars of the concert can be seen and even interacted. In the past, most of the brand image was said by myself, and now it can be said through the mouth of the star, and the credibility is improved. Moreover, the eyeball effect caused by holding a concert is also immeasurable, which undoubtedly saves a large advertising fee for the company.

Analysis: Want to open the situation with music marketing

Why do so many home furnishing companies like to promote their brands through concerts? Deng Yaobang, a senior marketer in the ceramics industry, believes that this depends on two reasons. First, many ceramic companies are spreading from professional brands to mass brands, and they need to spread the brand image through popular communication. Music, as one of the most popular ways of spreading people, naturally becomes the first choice. Second, it has now entered an era of experiential consumption. The marketing model that can be experienced on the spot is more popular with consumers. Of course, enterprises must take advantage of the trend. "As competition intensifies, music marketing is becoming more and more important as a tool to break through visual contact, strengthen brand memory, and easily evoke emotional waves to achieve singing," he said.

Some professionals also told reporters that the two concerts held by Dongpeng Tile last year attracted the welcome of young and powerful consumer groups, and the brand communication effect was very good. There are successful cases leading the way, and many companies are eager to follow suit. “Many home furnishing companies can use music marketing to open up new situations in brand communication,” he said.

Luo Zhijian, general manager of Weichen Ceramics Group, told the reporter that he sponsored the PolyGram tour concert. First, it has some long-lasting golden songs, which is consistent with the company's pursuit of long-lasting and quality appeal. At this concert, Bergos Ceramics will also invite dealers to listen and expand the brand influence. Second, the future enterprises intend to have some actions in the ceramic art, but the specific plan is not convenient to disclose.

expert

Music marketing or have many problems to solve

At the China (Foshan) Pan Home Entrepreneur Summit held recently, marketing expert Wu Xuejun strongly agreed to pull the star out to engage in activities. “The company spent 1 million yuan to invite a star, but it didn’t move there. The star effect didn’t play out. It’s best to ask the star to do some live events, such as on-site signing, concerts, etc., to use the star effect. The ultimate, so that the enterprise can produce the greatest benefits." He said that the star's eyeball effect and sensational effect still exist, and the star must use the star.

Deng Yaobang said that the current impact of music marketing on the home industry is mainly reflected in the future trend. There are still many problems to be solved in order to really exert its effectiveness. For example, how to create a catchy industry song, how to make ordinary people easily understand the meaning of music, how consumers can understand the culture of the company through music is not an easy task. At present, there are not a few corporate songs in the home industry, but there are several songs that are as familiar and popular as popular songs. Strictly speaking, there is no capital.

At the same time, the specific noun of music determines that its role is more reflected in the consumer groups of the younger generation. However, at present, the music marketing in the Chinese market has not yet formed a real system, and professional marketers still have a superficial understanding of the value of music marketing. For enterprises, it is necessary to deeply understand the help of music for marketing, especially in the young and middle-aged understanding of music, the way to contact music, and how to set up communication between brands and consumers through music. There is a need for elevated awareness at the musical level.

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