Boycott Carrefour Activities To See The Spread Of Brand At Present

When chatting with many bosses and marketers of a lot of enterprises, when it comes to brand communication, many people's minds will naturally think of television media, newspapers, buses and other messy media. Then, in carrying out a budgetary budget, brand communication in their consciousness means distributing the cost to different media. Brand communication reflects the weight of brand media.

However, in recent years, many enterprises obviously feel the high cost of brand communication, but the actual brand communication effect is getting worse and worse, brand promotion is becoming more and more difficult.

Market competition has bid farewell to the era of winning advertising. Today's brand promotion must have a re systematic understanding of brand communication.

Let's take the recent boycott of Carrefour activities.

Since our torch bearer campaign was openly provoked by Tibetan independence in Paris, it was revealed that Carrefour's major shareholders supported Tibetan independence, and there was a strong resistance against France. Among them, the activities against the Carrefour on May 1 were the most prominent, the scale was huge and the impact was so extensive that even Carrefour's Shanghai headquarters and the Ministry of foreign affairs responded.

In such a short time, such a large-scale, high impact, high attention, high involvement and dissemination activities, let us all day long ponder the brand dissemination of people.

There are several points worthy of attention and learning from our colleagues in brand communication.

First of all, the theme of this boycott is clear and prominent, and the timing of choice is appropriate. People's patriotic fervor is used to graft the events that are most concerned at present. They are well founded and are not afraid of people's concerns. They have laid the foundation for the success of this boycott.

Secondly, the use of the network information dissemination platform, originally a self vent anger style gradually evolved to organize large-scale boycott activities, the network plays a very important role. If I had thought it would not happen before, the network provided a broader platform for information dissemination than we thought, and it has taken the wings of take-off for this event.

The rise of the Internet has marked the arrival of the era of brand communication change.

Looking back and thinking about the brand publicity activities our enterprises are carrying out now, it is not that the content is flashy, that is, the theme is popular and the blind is not in place. Some people think that this is the problem of resource investment. How childish it is!

As for the way of communication, the brand communication of many enterprises is single, and through various media such as television, newspapers, etc., instilling information of enterprises and products to consumers.

Large scale air advertisement has always been the common practice of many enterprises, and it has been popular with many enterprises.

However, with the increasingly fierce market competition, the spread of information and the differentiation of media, consumers have more discourse power to receive information.

Therefore, many enterprises complain about the fact that they spend a lot of money and how the effect is so bad.

First, the media is becoming fragmented.

Nowadays, enterprises are more selective in the media of brand communication, not only with traditional television, newspapers, radio, outdoor, etc., but also the newly rising network and crowd.

In the past, a brand advertisement in CCTV may have been known to all Chinese people. Now it is very difficult to achieve this effect. The era of indoctrination advertising through the media has gone forever.

The differentiation of media directly leads to the increase of the cost of brand communication, and at the same time, it also has a profound impact on the evolution of brand communication strategy.

Because in the process of every differentiation and evolution of media, there is always the emergence of a number of new enterprises. The Focus Media, led by Jiang Nan Chun, is the best explanation for this.

Therefore, another great change in the media as the core of the network is not only the increasing number of media that our enterprises choose, but also the rise of a new brand building way.

Second, many advertisements increase the difficulty of information dissemination and dilute the contents of advertisements.

Consumers are surrounded by numerous advertisements. Every day they are faced with advertisements of different products. If advertising contents are not consumers' concerns or advertisements, consumers will not like them. The effect of brand publicity will be greatly discounted. Consumers will pick up the right to speak. Brand communication will show not what you want to say, but what consumers will listen to, not what you want to say, but what consumers want to hear, new and attractive advertisements will be more effective.

Third, consumers are becoming more rational.

On the one hand, the differentiation of media and the wide variety of advertisements greatly distract people's attention. Another convenience is that consumers are more and more rational towards advertisements themselves. Advertisements with less active choice of memory and shorter time are also becoming more and more weak in brand communication.

Although objectively speaking, our brand communication activities are facing unprecedented challenges, but consumers' demand for advertisements is more intense than ever before.

Consumers have never needed the guidance of advertisements like today, facing the tens of thousands of commodities that meet different needs, how to choose, and constantly perplexing consumers themselves. They hope to identify the products they want most from advertisements.

Therefore, the current brand communication activities must be built on the basis of consumer demand analysis.

The brand marketing theory, which we call the classic, is becoming more and more incompetent. With the upgrading of market competition, the continuous segmentation of consumer groups and the increasingly fragmented media, USP has become powerless. The voice of positioning is submerged in the explosive flow of information, and the brand image is more difficult to stand out.

Therefore, to break through the brand communication, we must change our past understanding of brand communication theory and re select the theoretical support point of brand communication.

1, analyze the most important factors that influence consumers' purchasing decisions from the consumer purchase decision chain.

A consumer's desire to buy a brand is actually an important brand information that has a key influence on its purchase decision.

That is to say, we must first have a brand message that can impress consumers, that is, the core value of the brand; secondly, the brand information must appear when it can affect the consumer's purchase decision, and the communication expenses of many enterprises are wasted on the untimely brand communication when consumers still have no demand.

Therefore, brand communication is the most important factor in finding consumers, and the other content of brand communication is the correctness and credibility of the most crucial factors to verify consumers' purchase decisions.

2, pay attention to the two-way communication between consumers and enterprises.

Brand communication is actually two-way, not only refers to the process of corporate communication to consumers, but also the process of consumer communication to consumers, that is, what we usually call word of mouth.

The emergence of the Internet has given consumers the right to speak. Instead of passively accepting advertisements, they are active, reflecting an interactive process with enterprises.

In the early days, Heng Yuan Xiang's advertisements, the extremely vulgar forms of advertising, hurt the feelings of consumers, tested the endurance of consumers, and consumers were no longer silent lambs, protesting directly, leading to the advertisement's suspension, indicating that this kind of brand communication that did not pay attention to the consumer experience would be spoil by consumers.

The current brand communication requires us to change our thinking, from the media to the consumer level, and return to the decision analysis of consumers purchasing value chain.

From the value chain of consumers' purchase, we can analyze what time consumers will accept, choose suitable media and content, attach importance to consumers' experience in the process of brand information acceptance, and pay attention to communication with consumers. Only in this way can we effectively avoid the waste of brand dissemination costs and jump out of the vast sea advertising information and be accepted by consumers.