How To Maximize The Benefits Of Advertising?

In recent years, with the development of branding of many apparel enterprises, marketing promotion has become a direct means for the brand to enter the consumer market quickly and gain marketing interests. Advertising, as an important part of marketing promotion, has been the brunt of brand enterprises as the "golden oil" to raise brand awareness and establish product marketing channels.

With the rapid rise of Anta, many clothing enterprises seem to see the magic of "spokesperson + CCTV".

However, when China's consumer groups are becoming more mature and the consumer market is becoming more rational, the narrow sense of advertising, which only sees inputs and hard to see output, is increasingly being questioned by the operators.

Is the effectiveness of advertising no longer? Or customers do not need the advertising campaign of the brand? Both are negative, but our business has been caught in the narrow sense of advertising operation mode of misunderstanding. Before cracking the problem, we still need to look at the types and forms of publicity and promotion methods, so that we can better find the key to solve the problem.

The popular media advertising form.

The popular media advertising form is mainly reflected in the coverage area of its media and the popularity of its audience, including television advertising, radio advertising, public reading advertisements (such as newspapers and magazines with large circulation in various regions), image and outdoor display advertisements.

People in this form of advertising can not be meticulously divided, and their audience can only roughly judge their coverage, circulation and location.

In the actual operation process, it is necessary to use competitive bidding or continuous delivery to ensure its advertising effectiveness.

Specialized media advertising forms for specific groups.

The so-called specialized and specific group of media advertising forms, mainly for a certain group of people's needs and development and distribution of the media, its manifestations include: TV column specific advertising (such as a fixed or invited television column advertising or funding); Fashion reading advertisements (such as for the high consumption of fashion, "Ruili" and other magazines); specific media (such as the air magazine and club reading magazines published in all flights);

This form of advertising can basically judge its audience, and can be more favorable for brand or product display. It is easy to form brand awareness within a specific group. Even if the expression is more professional, it can be understood by the audience. It is cheaper than the mass media in terms of cost input.

New forms of advertising.

The new form of advertising is a new form of advertising in recent years. It includes: network media advertising; direct advertising (such as printed or distributed for specific people); soft advertising (such as the form of publicity in the form of reports or articles).

In the form of the above three kinds of advertising carriers, except for the first way, the other two methods basically need the enterprise to operate independently, so it is more accurate in the audience group, and can better grasp the dynamics of the consumer market, and the cost input is relatively small.

The above three kinds of advertising carrier models are commonly referred to as "hard ads", while the corresponding ones are "soft advertisements", which include:

Terminal display form.

Terminal display methods can be roughly divided into two ways: terminal store display and exhibition display.

Through the joint planning of enterprises and partners, the brand can carry out on-the-spot sales display in the front line of the consumer market, which not only enables consumers to feel the consumption experience of brands and products more intuitively and effectively, but also can create a more solid and full scale through the self creation on the spot.

Consumption crowd communication mode.

That is what we call "word of mouth".

It is through the excellent performance of the brand itself in the product strength and service system that consumers who have purchased the product or have enjoyed the service can display or disseminate their friends and relatives in their communication circles in their daily life and work.

It is easy to generate two consumption and fame consumption because it is the information acquisition way formed through specific examples and trust ties, and it is also the best way to quickly establish brand image and brand awareness in a specific consumer group.

Activities and personal funding.

Activities in this area refer to the participation of a social activity in the name of an enterprise or brand, which is named after the way of sponsorship. For example, the Nike brand sponsored street basketball match, the Han Po brand designer contest, the Lining Award for the Chinese sports team to receive the award uniforms and so on, can be more targeted to push the subsidized brand image to the target audience.

The way of personal funding is embodied in the "brand spokesperson", using the personal prestige that has been formed in the society to help endorse the brand and enhance the market awareness.

Clothing products have some differences in timeliness, seasonality, fashion and sense of ability with other consumer goods. Therefore, in the process of marketing and publicity, we should make full use of advertising materials as much as possible. On the one hand, we can make brand enterprises more effective and intuitive in the promotion cost. On the other hand, we can also enhance the awareness of brand in the market through three-dimensional brand image building.

We can illustrate the advertising application mode through a simple example:

A man's business casual brand (hereinafter referred to as K brand).

It should be said that the K brand in the early stage of the market, using the coverage power of the spokesperson and CCTV advertising, has established a product marketing channel more quickly, thus enhancing the brand's awareness in the market.

However, the following is the popularity of the brand follow-up, the single channel advertising method has made the enterprise fall into the dilemma of "high yield and low income" in terms of cost input, and the popularity has not formed an effective purchasing power, resulting in the terminal sales performance is not ideal.

After 1 and a half years of CCTV advertising, brand has formed a certain brand awareness in the consumer group. However, the cost of investment is too large, so it is better to gradually use other promotion methods to update and replace it.

Secondly, the main task of K brand today is to improve the sales performance of products, stabilize the terminal sales network, and turn the "fame rate into profit margin" stage.

Finally, it is an important guarantee for the long-term development of K brand to help enterprises establish extensive and standardized advertising marketing system in the long run.

Therefore, we have normalized the advertisements that can be used by the K brand, and have made appropriate changes in the form of advertisements.

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To increase the internal marketing mode: unify the display image of each terminal store, the enterprise assists the agent or franchisee to complete the decoration of the storefront, and carries out systematic and standardized service standard training for the terminal marketing personnel.

According to different seasons and different sales themes, formulate corresponding terminal marketing and promotion plan, develop brand display system with K brand characteristics, highlight brand characteristics and personality, regularize the existing service system, and create a brand service mode with K brand as the core.

Increase and set up after-sales service system, VIP customer service system.

Regular use of SMS, telephone and mailing products to provide product information such as promotion, new product listing, and clothing care and purchase, clothing and product maintenance methods, etc., so that it can generate interpersonal communication and two consumption; subsidize activities related to business and business people, such as Sharon, forums, conferences and gatherings; cooperate with some of the main sales City associations, chambers of Commerce and government organizations and charitable organizations to fund public welfare undertakings in the community so as to get the attention of the mass media and enhance the sense of social responsibility and consumer identity of K brand.

After the above changes, K brand advertising operation in the market is not only more three-dimensional and comprehensive, but also reduces the amount of money invested.

After 3 months of adjustment and public relations, K brand gradually implemented various advertising programs. The final significant performance is that the terminal sales performance has been greatly improved. More importantly, through a series of measures to stabilize the K brand marketing channel, and through more targeted advertising and publicity measures to get accurate target consumer groups.