The current Tongmen door industry product line is extremely rich, and the industry competition is particularly fierce. The first wave of the marketing war started with the price war and slowly extended to advertising and brand communication. Price wars have led to chaos and unevenness in the industry. The current competition law for wooden door companies is that whoever cuts prices first and who quickly expands market share will occupy and win the market. With the escalation of the domestic sales war in the wooden door industry, brand wars have gradually replaced price wars as the primary strategy for wooden door companies to compete. At this time, wooden door companies no longer have a "market" for pure production as in the OEM period, and advertising is in the brand. Play a vital role in the war and determine the future of the enterprise.

Doors are the direction of future development, but most door companies are handcrafted workshops, and they are all custom-made measuring scales. Unlike the large-scale mass production of flooring, this has led to the wooden door industry with not many large-scale companies and weak brand influence. Most brands are also regional brands.

Companies should address the characteristics of difficulty in attracting investment, difficult in sales, and difficult in brand communication, and put forward influential advertising and marketing services in a targeted manner. Through innovative advertising and marketing methods, by solving key issues that affect sales, and through systematic consultation, diagnosis, and reshaping strategies, the "four difficulties" must be thoroughly resolved.

1. How big is the role of advertising

Advertising is a great opportunity to showcase companies and their products to the public. Through advertising, the company name, history, trademark, brand, product features and functions can be conveyed to the public. Especially in the early stage of a new product's launch, it is particularly important to use advertisements to let the public know about the product.

2. Who is the audience of the advertisement

The evolution and development of advertising is no longer a simple and elementary stage of "making it for consumers". Different companies have different advertising strategies, and different advertising carriers have different browsing objects. In other words, advertisements in the building materials industry are not only for consumers who demand products and services, but for customers, so as to achieve the role of investment promotion and publicity, attract more and better customers through advertising, and through distribution Merchants carry out terminal advertising and sales, which are ultimately accepted by consumers.

3. How to induce consumers' desire to buy

Advertising can induce consumers' desire to buy. The main purpose of making advertisements is to inspire people's desire to consume. A consumer doesn't know the product at all, he doesn't need the product, he is interested in knowing it, until he has the desire to buy and the transaction is made. In this process, in addition to relying on effective sales techniques, advertising is to let the customer know that the product is suitable for his needs.

4. How does advertising create word-of-mouth

Advertising can establish a corporate image through publicity, create brand reputation, cause chronic consumption of consumers, and enable products to establish a stable market share.

How to stand out from the overwhelming advertising and how to make the company's advertising investment gain something. It requires companies to have certain advertising skills.

1. Good first impression

The first impression of a person is very important. When you meet someone for the first time, the impression you leave in the first 5 seconds will generally not change easily, and the same is true for advertising. This requires that the advertising design has a beautiful form and a certain style, which can give consumers a certain visual impact and make them accept the advertisement and like the advertisement.

2. Highlight the unique selling point of the product

Due to the limited text and time of advertising, especially TV commercials, product advertising can only be expressed in concise text or language. How to use limited text to attract or induce consumers to achieve the purpose of purchase? "The advertisement is to locate high-quality wooden doors, dedicated to the upper-middle class, thus highlighting the selling point of the product for mid-to-high-end positioning.

3. Veritable publicity

Advertisements should promote real and reasonable words. Those false and boastful words that cannot stand the test of the market will not only damage the brand image, but also destroy the corporate brand.

Advertising must be done, but companies must do their best to advertise, otherwise it will lead to uncoordinated production and sales, and the capital chain will break. When advertising, it must be based on the principle of truth, highlighting product selling points, corporate advantages, market hotspots, etc. Only by focusing on the region can advertising be beneficial to the healthy development of the brand, and the brand can increase its influence through advertising. We are now in an era where advertisements are flying all over the sky. Not advertising can not increase sales at all, but it is also an era of bragging. If companies do not brag, no one will believe them, they will blow up and blow up, die and live again. Many companies have invested huge sums of money, but their advertisements have ceased to be broadcast due to thunder and rain. In fact, the market is no longer short of products, nor is there any shortage of advertisements. What is lacking is national and global brand enterprises and brand products. In the competition of a homogeneous market, companies use various moves, and all strategies will be based on convergence. At this time, we have to ask: What is the best marketing strategy?

Advertisements in the building materials industry are not only for consumers who demand products and services, but for customers, in order to achieve the role of investment promotion and publicity, attract more and better customers through advertising, and conduct terminal advertising and sales through customers , And finally let consumers accept.