Second Line Brand Promotion Tips

In any industry, the products of second tier brands will be left out in the cold. They can not only become consumers' first choice objects, they can not sell the price of first-line brand products, and even consumers' suspicions.

Second, if the second line brand can not get the brand value enhancement, the environment that will continue to exist in the market will be more and more.

First, we need to "despise the enemy's strategic thinking".

在一次行業(yè)協(xié)會(huì)的座談會(huì)上，一家有近十年歷史的小企業(yè)老板問(wèn)筆者“企業(yè)該先做大還是先做強(qiáng)?”這樣問(wèn)題曾經(jīng)也引發(fā)過(guò)不少人的爭(zhēng)論，而在筆者看來(lái)這種問(wèn)題應(yīng)該屬于無(wú)聊的范疇，對(duì)于中小企業(yè)來(lái)說(shuō)，往往是風(fēng)景年年依舊，既不大也不強(qiáng)，難道是因?yàn)椴恢撟龃筮€是該做強(qiáng)而影響企業(yè)發(fā)展嗎?當(dāng)比者反問(wèn)那個(gè)老板“你有沒(méi)有想過(guò)在多長(zhǎng)時(shí)間內(nèi)在當(dāng)?shù)刈隼洗?”該老板直搖頭說(shuō)“那太難了!”至此，大家應(yīng)該看出這位老板缺了點(diǎn)什么?那就是缺少做大事的心態(tài)或說(shuō)缺少霸氣，連做個(gè)區(qū)域老大都不敢去想的老板，還談什么“強(qiáng)”與“大”呢?二線品牌企業(yè)去戰(zhàn)勝一線品牌企業(yè)的確有困難，而且是很大的困難，但這種困難對(duì)二線品牌來(lái)說(shuō)，除了放棄就無(wú)法回避，因而中小企業(yè)的老板面對(duì)一線品牌表現(xiàn)出“有點(diǎn)狂妄”是必須的。

The promotion of brand value is like the solution to all problems. It is not enough to have a strategy, and there must be feasible tactics.

Two, we need to seek breakthroughs in local areas.

Second line brands are obviously not able to compete in the nationwide market with the first line brands, while the first line brands are weak on the surface, which is the space for the upgrading of the second line brand value.

This phenomenon is everywhere in the market, that is, the first line brands elsewhere become a second-line brand. Elsewhere, the second-line brand has become a first-line brand. This phenomenon has told the second line brand that "opportunity is still there."

How to choose a breakthrough area for the second line brand? We should pay attention to several aspects. First, we should take a look at the length of time that the first-line brand operates in the area. The long time can explain that the market is doing well, otherwise the second line brands have the opportunity to surpass it; the second is to see where the front line brand is located in the flagship store in the area. If the first-line brand occupies the best location in the area, it means that the local people will recognize its brand value, whereas the second line brand will have the opportunity to surpass it.

It should also be noted that this advantage can be dynamic, and it will change due to the reasons other than the first-line brand, such as store location adjustment, Street store demolition and so on. The second line brand can replace it in such an opportunity; third, the area ignored by the first-line brand, and the strong strength of the first-line brand often makes the offline industry unable to attend to it, so it will leave the regional gap. The second line brand chooses such a region which is easier to be more acute; the fourth is to consider the convenience of management, and whether the target area can bring convenience to product pportation and channel management, and the headquarters must ensure that the regional model is under tight control.

The fifth is to consider the radiative force of the region. The quality of the selected area can be divided according to the size of the city. The radiation power of the big cities is stronger than that of the medium-sized cities, and no "rural encircling the cities" is advocated.

In short, the choice of the region is to find a weak part of the first-line brand, but also conducive to the late development of the second line brand. The second line brand can earn a small price to win the market.

Three, we must seek

The four is a breakthrough in brand promotion.

Almost all first-line brand products are familiar to consumers. Second line brands must have the momentum of the eldest brother if they want to become the boss. Advertising investment must go beyond the first-line brand in this local area.

As a first-line brand, it is hard to resist the local brands' provocation, because all the operation links of the first-line brand are very planned and procedural, so it is difficult to make temporary adjustments to a certain area.

Of course, the biggest threat to the second tier brand competition is not the counterattack of the first-line brand, but the heroic spirit of the second line brand. The second line brand is hard to change because of its long neglected advertising investment.

On this issue, the second line brand should take a far sights. The investment of brand promotion is not for immediate interests, it is not for immediate pursuit of sales, but for robbing a long occupied territory.

After obtaining the highest point of the regional market, the promotion of this model will drive the image of other regions to be established, and the second line brand will gradually expand by blocking the market of the first-line brand.

The five is the breakthrough of offline sales promotion.

The promotion of online second brand often does not talk about brand image, but takes the premise of "reducing cost". It usually adopts some practices such as DM leaflet, roadside hanging small banner advertisement, wall branding advertising, website posting, salesman errands, conference marketing, ordering meeting and so on. It even considers it a direct marketing of "point to point", and promotes it as a successful experience within the enterprise.

Because the second-line brand does not put traditional media advertisements and large outdoor advertisements into practice, the brand image is belittled by the enterprises themselves, which leads to the difficulty that the high-end customers can identify with the second tier brands.

To become a first-line brand, the second line brand must be reformed in the promotion of terminal. The practice of saving money that is harmful to the corporate image should be abandoned, and online activities can be combined with traditional media advertising as much as possible to win the recognition of consumers by enhancing brand image.

Do not superstition the so-called "no money to do the same brand", a product and a company if there is no good image, where to brand?

The first brand and second line brands mentioned in this article refer to relatively mature industries. For some immature industries, such as integrating environmental protection stoves, water purifiers, housekeeping services and other industries belong to immature industries, there is no real brand in the industry.

People with a certain capital strength who want to intervene or have corresponding strength in the industry are easy to make big brands.