Advertising - How does Royal Canin make consumers familiar with the brand and gain their trust?
As we all know, the ultimate goal of a brand for its own branding is to win the recognition and trust of consumer groups. In order to achieve one of the goals, in addition to building unique brand value and highly recognizable products and packaging from within, brands, more importantly, use various external media to promote their brands and establish relationships with consumer groups. In order to understand consumers’ opinions on the brand and their real needs more clearly and directly.
Therefore, advertising is very important for brand communication. Brand advertising is a form of advertising which helps establish connections and build strong, long-term relationships with consumers over time.
When customers see a performance-based ad, it will happen like this:
A successful branding advertising method can not only improve the brand awareness, but also create tremendous value for the company.
So, how did Royal Canin achieve its goals in this regard and gain the trust and likes of countless consumers?
Video Advertisements
ROYAL CANIN® is built around a fundamental recognition of cats and dogs as unique individuals and a respect for each as they truly are. They continually strive to understand the needs of cats and dogs, improving their knowledge in partnership with health professionals across the world in order to then improve the health and well-being of the animals they feed.
In order to introduce their brand concept and brand value to many consumer groups-pet owners-Royal Canin has specially filmed its own concept into a video advertisement and put it on their exclusive youtube channel. The structure and picture of the video are basically very simple, the content of each video is also very short, and the scenes are real pet cats and dogs, giving people a very advanced feeling. Here is one of these videos from their channel:
The Royal Canin youtube channel not only has their commercials, but also has many videos introducing knowledge about pets. Each one is short but very practical. Now the channel has gained 4.18K fans, and the number of views for each video will basically exceed 3K.
Outdoor Advertisements
Royal Canin not only publishes some video advertisements online to attract many netizens, but also uses various channels to promote it offline. For example, the latest poster design and products will be displayed in the advertising column on the wall of the subway station, and some promotional pages will be tried to be published in pet magazines. At the same time, Royal Canin will also set up pop-up stores in shopping malls to attract some offline customers to buy products. Here is a video about one of its pop-up stores:
The advantage of offline advertising is that it can attract people who don't use social media, such as older pet owners, who may not be familiar with today's electronic products, and they still rely on traditional media. And after our offline questionnaire survey and analysis, although most people who keep pets are young people, there are also a certain number of middle-aged and elderly people, especially widows, who like to keep pets to accompany them.
Websites and Social Media Platforms
Royal Canin's official website basically covers all the information related to the brand, including brand history, brand value, product introduction, and professional nutrition knowledge of pets, as well as the entrance to the online store, and better yet, there will be lines on the website. Under the list of stores, you can easily search for stores near you where you can buy Royal Canin Food.
Similarly, Royal Canin also has instagram and facebook homepages, which will post the latest brand products and activities. Because few people go to search websites specifically nowadays, the role of smartphones is particularly important. Nowadays, people are willing to accept some fragmented information on social media platforms, so this batch of online fan groups is also a very important source of customers. In our offline survey, most people will choose to buy products online, and some people even choose the very popular live streaming channels to buy products through the recommendations of some celebrities. It can be seen that the publicity role of social media platforms is indeed very significant and will continue to rise in the future.
In conclusions, advertising is extremely important for branding, and it can also create great value for the brand. But in my opinions, Royal Canin can have more publicity channels, for example, more banner ads can be placed on some large websites, and then more offline activities can be organized, such as interaction with pets and so on.
By WANG Donglin
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