If brands don't need to run ads to achieve a wide range of announcements and purchases, they don't have to run ads.

Some time agoTencent and Mom are on the look out for advertising scamsIn the end, Tencent and Mom issued a joint statement on both sides' official channels, announcing that they had clarified their misunderstandings and would actively explore and open a series of formal cooperation in the future.

Tencent.Quick response, to the black PR video brush a wave of sympathy, the old dry mother harvested the white to the tens of millions of traffic, the major brands are also fancy on the heat, the end is allGreat joy.

But the founder of the old dry mother Tao Huabi has said that the old dry mother does not advertise, this event statement, the old dry mother in charge also stressed that the old dry mother does not do any advertising.

Why doesn't Mom advertise?

— 1 —

From the purpose of advertising

In fact, such as the old mother do not advertise brands are not unique, such as ZARA, underwater fishing, Tesla and many other well-known brands do not advertise.

Why don't these well-known brands advertise? Why don't they advertise and still have a high profile and don't worry about selling?

What are these brands?Starbucks, IKEA, unprinted muJI, ZARA, underwater fishing...

Let's start by saying that the main purpose of advertising is to make it widely known. So the most important thing is to inform, establish brand awareness, its ultimate goal is to let consumers buy behavior.

That is to say, the starting point of all brands is to inform, and one is to guide the generation of purchases. Running ads is one of the fastest and most effective means of achieving these two goals, but it's not the only one. If brands don't need to run ads to achieve a wide range of announcements and purchases, they don't have to run ads.

At apple's peak in 2012 or so, phil Schiller, the marketing director, said in an interview that Apple no longer needed to advertise when it launched a new product. The company has only two strategies:

• Rely on positive ratings from the media to build momentum for your products.

• Products are featured in TV shows and movies.

Apple issued a press release, not a brain email to all the media. Instead, different areas of media journalist writing are investigated in advance before material is provided on demand for more accurate communication. They make sure that every reporter, opinion leader, or analyst has a first-hand product introduction from Apple before opening up high-level interviews or sending products for evaluation.

Xiaomi announced Xiaomi 1 related plans are also using this strategy, causing a large number of media coverage, just released on the trigger a large number of consumers in line to buy, so Xiaomi in frontThere have been no advertisements for several years.

— 2 —

It's close to the topic

Most of these un-advertised brands are masters of manufacturing topics. Because the topic is more attractive to consumers than hard and wide.

The purpose of continuous advertising is to keep the brand in front of consumers, so that consumers have been impressed with it, will not forget. Apple, for example, doesn't advertise for a certain period of time and doesn't worry about its sales. That's because Apple dominates popular topics almost at multiple times of the year.Apple's launches of new products in every product line raise huge concerns, including system updates, and at least three launches a year, each time more than the 99% brand's Campaign influence.

As big IP and big man of the brand, undersea fishing and Zhang Yong often appear in the media, his every move is also popular. We are attracted to a variety of reporting topics, but in fact, in each report, undersea fishing and Zhang Yong have instilled in us a large number of "submarine fishing brand culture" related information.

As a coffee shop, Starbucks promotes only important sponsored cultural activities, never advertises, its main competitive strategy is in the coffee shop coffee students and customers of communication and bold eye contact: Starbucks believes that coffee is not like McDonald's, coffee has its unique cultural nature, sponsorship of cultural activities, Starbucks image promotion is very important. Starbucks, for example, is the main sponsor of APEC meetings in Shanghai.

— 3 —

There is no shortage of ads

There are some brands in the market that are known for not advertising, so let's see what they do to raise their profile.

ZARA

Storefronts are advertisements

ZARA, a well-known clothing brand, always opens large stores in the most prosperous parts of the world's busiest city, thus increasing fixed fees, but never advertising in any media, which is why?

Tesla.

Take advantage of self-media

Elon Musk, Tesla's founder, made it clear: I hate the word marketing. I hate advertising.

That's because Tesla has a base. Products are the most direct relationship between the brand and consumers, at the same time is able to brand concepts completely landing an important link. Apple is a pioneer in front of the product, and Tesla must be a disruptor in the automotive world.

Although Tesla itself hasn't launched any commercials or marketing campaigns, in 2017 they accepted an offer from a 10-year-old to host a fan video ad contest called Project Loveday online and said they would reward the eventual winner with a free trip to Tesla's new car launch. The contest's final winner, his work, received nearly 1 million hits on Youtube, while Tesla used a ticket in exchange for more than a million views.

Fishing at the bottom of the sea

Service forms a reputation

A kind smile, intimate hospitality, underwater fishing so that every guest deeply feel the service brought about by the happy experience. Undersea fishing lets guests enjoy this pleasant service, passed to more people, invisible guests for the bottom of the sea fishing to do enough advertising.

Behind the ultimate service, is to transform consumers into advertising carriers, it seems that there is no advertising, advertising is in everyone's side.

— 4—

Don't advertise how to market

Offline stores are actually the best ads. Shopping places are brought with them precise traffic, and offline stores on the equivalent of the store on the shelf of goods by the user to compare the choice, this time the store decoration of the difference, can maximize the user's attention.

In terms of decorative style, we can clearly be divided into unprinted goods and other department stores, of course, this is also a derivative of the brand's visual symbol system.

Do one thing to accomplish its purpose, not to do it. For brands, advertising is not a must if it is not advertised.

Resources:

Spread GymnasticsWhy do some brands become household names without advertising? 》

Looking for empty marketing apocalypse", "Mommy, ZARA, special."Sla, why do they sell well without advertising? 》

Easy Horse Chain CircleWhy can other people's brands sell so well without advertising?》

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