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Small And Medium-Sized Garment Enterprises Marketing Who Pays For Advertising 2

2010/6/29 14:59:00 50

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I have to say "public relations first, advertising second" is a reversal.

brand

Marketing philosophy.

But in fact, in the United States, 20 years ago, the marketing industry trend of thought led to more brand marketing new methods and means of implementation to rethink.

There is a classic quote in the book: "in Aesop's fables, there is such a small story: the wind and the sun have argued who is stronger than who.

They saw a traveler walking on the road, so they decided to compete to see who could let the traveler take off his coat.

The wind came first, but the stronger the wind, the traveler wrapped his coat tighter.

Then the sun comes out and starts to shine.

Traveler

As soon as he felt the heat of the sun, he quickly took off his coat.

So the sun won.

Yes, in real life, advertising is like wind, and public relations are like the sun.

Advertisements talk about impact: the whole page ads, insert ads, colorful advertisements on magazines, the sudden jumps on TV, and the monologue of radio suddenly amplifying volume, in a crazy way, crazy behavior, as if using subtext to the consumer, "please don't pay attention to me, I am an advertisement."

Public relations are the sun.

You can't force the press to release information about you.

The release of information is in their hands. What you can do is smile and ensure that your company's publicity materials are available as much as possible.

You're right.

The more we want to force into our hearts, the harder it will be to achieve this goal.

Especially in the clothing industry, the reasons for people's consumption of clothing products mostly come from their own choice of the brand product style.

Sometimes, when potential consumers relax their vigilance, the wind will win.

It can be said that this phenomenon is not universal.

At one time, more American businesses were superstitious about the theory of "useless advertising." they used relatively low cost marketing strategies to open the door to the market, such as Amway Corp's word of mouth marketing, DELL's Internet direct selling...

"Creating a new brand requires expensive advertising costs."

Today many garment industry brand operators will say so.

In fact, this is not a threshold that can not be broken.

Economist Lang Xianping said: "on the brand, more appropriate, I can quote this sentence to describe" can solve problems with money, is not a big problem. "

If we look at the international famous brand marketing cases, we will find a problem - marketing is definitely not just advertising.

Advertising is an indispensable part of marketing.

In fact, Chinese clothing brand enterprises reversed the time of advertising, which caused great waste of capital, management cost and market cost is not measurable.

However, it must be emphasized here that advertising is not useless even if the era of public relations is coming.

As Al Chis mentioned in his book, "advertising is not useless, but its role is not to create new brands."

Of course, in summary, it is only a reminder for the clothing brand operators.

There are two voices that are conveyed at the moment: first, small and medium-sized clothing brand enterprises should be cautious to advertise during the start-up period; secondly, of course, more importantly, in the face of competition shuffling, large-scale clothing enterprises should devote some advertisements to maintain their own channel health and consolidate their feelings with consumers.