Brand Public Relations Activities Will Become The Mainstream Practice Of Brand Promotion.

CCTV 2011 gold advertising resources tender results fresh, the CCTV relaxed "account" 12 billion 668 million 700 thousand yuan, in contrast with the CCTV advertising performance increased, Fujian clothing on the tender will be a bit silent.

Once, CCTV was Min style clothing It plays a decisive role. 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, the coolness of the Fujian clothing enterprises is unexpected.

In fact, 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 not much competitive advantage in advertising investment than other monopolistic industries or high profit industries, and now the mainstream group of men's clothing has less attention to CCTV than 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.

In fact, the industry generally believes that many of the former Fujian clothing investment. CCTV advertising It is to boost morale for dealers, but now more and more enterprises have realized that brand enterprises should consider more about how to make consumers accept brands and accept products, not just sell goods 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.

With the increasing cost of rigid advertising, soft sponsorship such as sponsorship and sponsorship will become the mainstream of brand promotion in the future. Through the joint vertical and horizontal resources integration and effective promotion of brand public relations activities, garment enterprises and media 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 into consumers' minds through activities. Future, Brand public relations activities It will become the mainstream practice of brand promotion. It can play the role of 42 kilograms, and achieve the effect of small stroke. After all, its input is much lower than that of CCTV.

This is especially true for big brands. Brand PR promotion activities need to be more precise, and only through this precise and plentiful way of activities can consumers perceive the charm of brands. We can only influence small audiences through activities, and then influence the public through small groups.