How To Maximize The Efficiency Of Advertising Investment (2)

Activities and individual funding methods. The activities in this context refer to the activities brand Participation in a social activity in the name of, and naming the activity in the way of funding, such as the street basketball game funded by Nike brand, the designer competition funded by Hampel brand, and the award winning team uniform of the Chinese sports team funded by Li Ningpin, can more specifically promote the image of the funded brand to the target audience. The way of individual funding is reflected in the "brand spokesperson", which uses the personal reputation that has been formed in society to help promote the brand's market awareness.

　　 Clothing products The timeliness, seasonality, fashion and sense are different from other consumer goods, so we should make full use of advertising materials in the process of market promotion, which can make brand enterprises more effective and intuitive in the promotion cost, on the other hand, It can also improve brand awareness in the market through three-dimensional brand image building. We can illustrate the advertising application mode with a simple example:

A men's business leisure brand (hereinafter referred to as "K brand"), the enterprise has not been branding for a long time. In order to better obtain market reputation and recognition, it once spent nearly 100 million yuan to invite a well-known male movie star to endorse its products, and broadcast advertisements in prime time on CCTV. In a short period of time, it completed the task of expanding national marketing channels, The number of franchised stores has also grown to nearly 150. However, the investment of high funds and the expansion of multiple regions did not increase the turnover of Brand K, and high-value products could not become the source of high profits, forming a typical brand "with a well-known rate, no profit rate". Finally, within one and a half years of the brand's listing, many original agents and franchise partners have proposed to withdraw their contracts.

It should be said that in the early stage of listing, Brand K used the coverage of spokesmen and CCTV advertisements to quickly establish product marketing channels and improve brand awareness in the market. However, the subsequent promotion of the brand is extensive, and the advertising mode of single channel makes the enterprise fall into the dilemma of "high yield and low income" in terms of cost input. The popularity does not form an effective purchasing power, which ultimately leads to unsatisfactory terminal sales performance.

After a year and a half of CCTV advertising investment, the brand has formed a certain brand awareness among the consumer groups. However, the investment cost is too high, so it is better to gradually use other promotion methods to update and replace. Secondly, the current main task of Brand K is to improve the sales performance of products, stabilize the terminal sales network, and transform the "popularity rate into profit rate" stage. Finally, it is an important guarantee for the long-term development of K brand to help enterprises establish a broad and standard modular advertising marketing system in the long run. Therefore, we have sorted out the available advertisements of Brand K and appropriately changed the advertising release form, which is roughly as follows:

foreign advertisement Adjustment: gradually reduce the investment in prime time advertising of CCTV. It was changed to finance, current affairs and business professional columns. The setting of outdoor advertising also eliminates the original way of giant advertising signboards, focusing on the display windows, posters and commercial advertisements around the terminal stores, and increasing the advertising display in airports and high-end office buildings. In the aspect of paper media, the advertising of the original popular reading publications will be stopped, and the focus will be shifted to aviation magazines, professional paper media and club publications. Chain coffee shops, tea houses, high-end bars and restaurants in key public relations cities are expected to read the fashion publications edited by Brand K for free. In addition to displaying the image advertisements of Brand K, some contents that can be read by business people are also added to increase the readability of the publications.

The addition of internal marketing mode: unify the display image of each terminal store, the enterprise assists the agent or franchisee to complete the decoration of the store, and provides systematic and modular service standard training for terminal marketing personnel. According to different seasons and sales themes, formulate corresponding terminal marketing promotion plans, develop a brand display system with K brand characteristics, and highlight brand characteristics and personality; Regularize the existing service system and create a brand service mode with brand K as the core. Add and set up after-sales service system and VIP customer service system. Regularly provide them with product information such as sales promotion and new product launch, as well as sexual care information such as clothing selection, dressing and maintenance methods for purchased products by means of SMS, telephone and mail printed materials, so as to enable them to generate interpersonal communication and secondary consumption; Subsidize activities related to business and business people, such as salons, forums, conferences and gatherings; Cooperate with associations, chambers of commerce, government agencies and charity organizations in some major marketing cities to jointly fund public welfare undertakings in the society, so as to gain the attention of the mass media and improve the social responsibility of brand K and the identity of consumer groups.

After the above changes, the advertising operation mode of Brand K in the market is not only more three-dimensional and comprehensive, but also reduces a lot in capital investment. After three months of adjustment and public relations, Brand K has gradually implemented various advertising programs one by one. The final significant performance is that the terminal sales performance has been greatly improved. More importantly, it has stabilized the marketing channel of Brand K through a series of reform measures, and has also obtained accurate target consumer groups through more targeted advertising measures.