Clothing Enterprises Try To "Brand Public Relations Activities"

　　 Last week, in the 2011 CCTV gold advertising resources bidding meeting, almost all the Fujian style clothing was given to CCTV. Cold bench " In the past, Fujian style clothing was so fanatical in pursuit of CCTV that it was regarded as "universal Plaster" for brand promotion. Now, CCTV is no longer a battlefield for the Fujian clothing enterprises to throw together and gamble vigorously. Is CCTV elevated its value, so that the Fujian style clothing is afraid to enter the office, or is the Fujian style clothing "another love"?

　　 It is inevitable that an advertising resource will come from the crowd and disappear. In a single channel can not meet the needs of brand promotion, brand PR promotion came into being. Accurate promotion and continuous influence, brand PR will give more opportunities to brand. Consumer "Good publicity" and "slow publicity".

　　 No longer obsessed with single CCTV.

Last week, CCTV 2011 gold advertising resources tender results came out fresh, the CCTV relaxed "account" 12 billion 668 million 700 thousand yuan, in contrast with the CCTV advertising performance increased, Fujian clothing to this tender will appear a bit silent.

Once, CCTV played an important role in Fujian style clothing. So far, people still enjoy the classic cases. In the same year, Chen Daoming and CCTV promoted him to be the first line men's clothing brand in China. In 2002 and 2006, he ran the two world cup advertisement in CCTV for two times. When taking stock of the "success history" of these men's men's clothing, they will almost find themselves in the "big tree" of CCTV.

But this time Min Pai garment enterprises Calm but unexpected. All the staff members of the seven wolves and Qipai indicated that the company did not send anyone to the tender. The strong fighter said that next year there was no significant event node, so it did not participate in bidding. Because of the high cost of CCTV, most of the two or three line brands also said they would not hang all their limited resources on a tree.

In this regard, Huang Canming, general manager of Noah International brand marketing planning consultant, believes that for the apparel industry, the era of "star + CCTV" has passed. "First of all, under the rising advertising costs of CCTV, the apparel industry has much competitive advantage in advertising investment than other monopoly industries or high profit industries, and now the mainstream group buying men's clothing has less attention to CCTV than ever before. Therefore, the unit cost of CCTV has been greatly improved. Secondly, consumers can remember the limited brand. When many enterprises are concentrating on the same resource to advertise, most enterprises' attention will be drowned, which virtually increases the cost."

　　 Trying to develop brand PR

As a matter of fact, the industry generally believes that many of the previous Taiwanese clothing advertisements were aimed at boosting the morale of dealers, but now more and more enterprises have realized that brand enterprises should consider more ways to make consumers accept brands and accept products, not just sell them to dealers. Under the transformation of business thinking, the brand promotion of enterprises has gradually dropped from the launch of the air media to the ground.

People in the industry have said that when hard advertising costs become higher and higher, soft sponsorship such as sponsorship and events will become the mainstream of brand promotion in the future. Clothing enterprises and media can promote effective brand publicity through joint vertical and horizontal resources integration, which will be the trend of brand communication in the future.

"As consumers continue to be rational and individualized, they will not blindly buy a well-known brand, but will buy a brand that lets them feel and resonate. Unless there is a particularly creative advertisement, the one-way advertising communication can hardly affect consumers' buying behavior, and brands need to infiltrate the demands of brands to consumers through activities. Huang Canming said, in the future, brand public relations activities will become the mainstream practice of brand promotion. "It can play the role of 42 kilograms to achieve the effect of small stroke. After all, its input is much lower than that of CCTV.

Therefore, when it comes to the brand promotion strategy of next year, the strong fighter also says, "after the public relations activities, the" strong fighter "has done relatively little, but it will certainly be strengthened next year. In the future, the ground strategy should be pushed forward in addition to the air media.

Liu Hong, the brand director of mash Cassini, said: "big brands are like this, especially for growing and personalized brands." brand publicity campaigns are more precise, and only through this precise and full way of activity can consumers perceive the charm of brands. We can only influence small audiences through activities, and then influence the public through small crowds.

　　 Nouns explain:

Promotion of brand public relations activities: in order to achieve certain goals, a brand establishes a relationship between consumers and society through organizing various activities.