Who Do You Call "Advertising"?

Walking in the streets of the city, the streets are full of purpose.

In advertising

Most advertisers or enterprises

If shoes and clothing enterprises focus on advertising, the domestic shoe and clothing enterprises are not inferior to other international brands in local advertising.

However, there are many blindness in their advertising strategies. Because of the regional concentration of shoes and clothing enterprises, a large number of replication and follow up phenomena have led to many negative brand effects, such as the assimilation between Fujian shoes and shoes, and the assimilation of brand positioning, which has led to the assimilation of advertising strategies. Wenzhou shoe clothing is no exception.

The wrong replication and blind follow up of shoes and clothing enterprises in the operation of advertisements have further led to the wrong propagation of local shoe and clothing enterprises in the operation of brands.

First: many domestic shoe and clothing enterprises have been operating in the brand for more than 20 years.

They have very strong production technology and technology, but they are very weak in product development, especially in the development of style, plate and color.

The same fabric, domestic R & D and foreign R & D is far from strength, and is also an obstacle to the operation of local brands.

It also makes local brands bias to one of the reasons for advertising operation, but in the operation of advertising, they are not inclined to fight.

In just a few years, the production and operation of enterprises began shouting the brand culture, attacking the product culture and advertising creatively, but the market did not know what his name was.

Second: advertising channels are rich and colorful, but do not know what your name is! From TV advertising, bus advertising, outdoor advertising, to entertainment activities, advertising can be described as rich and colorful, but it can not arouse the cheer of the market consumer groups; the rich content of outdoor advertising, the brand spirit of advertising, and the classic refining of product culture can be described as layers of checks, but still can not see the true effect.

In the market research, the response of the consumer group is to see that the price is high and there is no other reason to buy it.

It can be seen that the lack of local brand in the dissemination of advertising is not a brand culture, but a lack of recognition of brand symbols.

Third: brand recognition symbols are mostly "edge ball", so we have to admire the imitation ability of local shoes and clothing enterprises to the brand.

For example, many shoe and clothing enterprises in Fujian faction are "able to be" in the imitation of brand names, boldly imitate the recognition symbols and slogans of the international first-line brands, such as "everything is possible" and "everything can be changed", and the competition between "Adidas" and "ADI" and "Edida" and then to the imitation of the brand logo of local shoes and clothing, and so on. How can we not sigh the "innovation virtues" of local shoe and clothing enterprises and the short-term economic suffering?

This short-term brand benefit also shows the vitality and vitality of local brands.

Fourth: the homogeneity of brand color, for example, the imitation of red has always been respected by local shoe and clothing enterprises, red represents passion, represents strength, is a symbol of strength, this is consistent with the sports spirit pursued by local shoes and clothing enterprises, but in the use of color series, local shoes and clothing enterprises are very difficult to achieve color consistency, it is also difficult to enhance the color to the operation of enterprises and brand operation.

Although the local shoe and clothing enterprises use a color to make the main tonal in the use of terminal color, the imitation and follow up of many shoe and clothing enterprises can not make the brand prominent from many brand stores.

How to compete against each other by international brands, big brand logo alone can put you to death.

Why should you follow blindly?

Fifth: advertising positioning is too high, small brands or new brands should take the "high-grade" advertising route, at the same time, it is to create brand culture and culture advertising.

The sale of terminals is a mess.

Cutting prices or closing stores has become habitual marketing practices, which are pathetic and pathetic.

Print ads shout the brand spirit, TV advertising calls for emotional excitement, products hold high scientific and technological power, advertising creativity, marketing and innovation.

Customers only buy for your content, which is the success of your advertisement, but you don't know what your name is.

Even if I know your name, I don't know what your identity is.

In the dissemination of advertisements, we must seize an everlasting advertising law. Please remember the name of "me". This is an unchangeable truth. Even a hundred years of business need to do so.

How unpredictable the market is, the way of advertising has never been wasted.

It also appealed to business people not to deceive their feelings anymore. The dissemination of brands requires facts and things, and must not go too far.

Whether you make a brand or a culture, you must tell the market, "who am I" in every stage of the brand process, and then tell them "what do I do?" in order to maintain the market's awareness of your brand and not to waste the hard won financial resources of the enterprise.

If advertising likes to plug things into it, I think it is not brand "milk" that advertisers squeeze out, but the audience thinks you are his burden.

Maybe our ads can't be amazing, but at least our advertisements can let the market know who I am and what I do.

Local shoe and clothing enterprises should think more about this problem, instead of overly pursuing the direct return rate of advertising, or directly leading to the brand culture.

Brand is cultural, but not too urgent.

What's more, the advertising cost of the brand is expensive.

Therefore, it is suggested that local shoe and clothing enterprises should not forget to speak loudly when you operate the brand while you tell the market what your brand is called! Let us start with the most basic recognition symbols of the brand so that the audience can know our brand name.

So how do you tell the audience your name loudly?

First: starting from the facade of terminal stores, most domestic brands are good at using store windows as the image of products to convey directly to the market. This is desirable, but in the case of low brand reputation, I suggest that we should seize the visual effect of the facade of the store and maximize the brand LOGO in the front of the store.

Let everyone know your name at a glance.

Second: according to the 2011 TV media price than the 2010 price doubled two times, when our financial resources are limited, is it necessary to change the way of TV pmission, whether we can consider only publicizing the brand LOGO, replace all your 15S or 30S image ads with the brand logo, you will find that spreading the brand symbols in 15S or 30S can better let the customers remember that even though your advertisement is very creative.

Besides, your brand can't reach the value of Nike, Adidas and Reebok.

Why not?

Third: local shoe and clothing enterprises are good at making use of TV entertainment programs, live interactive programs and other emerging media resources. This is worth affirming, but there has been a serious fault in the use of newspapers and magazines.

The effectiveness and seriousness of newspapers and news media are more acceptable and acceptable to other media compared with other media. Even if local shoe and clothing enterprises are simply advertising pictures or corporate events, local shoe and clothing enterprises lack innovation and boldness in the dissemination of newspapers and magazines, especially in news soft language.

It has not really excavated the dissemination benefits brought by newspapers and magazines, especially in the modern advertisements that the prices of TV media are soaring. The traditional newspapers and magazines need shoes and clothing enterprises to excavate the resources.

Fourth: from the public welfare organizations to the media news gathering group, to the terminal stores salesmen, and the event teams, and so on, all clothing, hats and shoes can see a large brand logo.

From outdoor advertisements, bus advertisements and other outdoor visual advertisements, there are a large number of independent color background images to show the brand recognition symbols.

In addition, local shoe and clothing enterprises can adopt a new path to boldly adopt new media resources. For example, with the advertising effect brought by mobile media such as mobile QQ, mobile phone short message magazine, mobile news and so on, the advertisement can be pmitted to all parts of the country. Besides, the number of people who hold mobile phones in China has exceeded 300 million people, so we can say that everything can achieve zero distance communication.

The market is changing and changing is the market, and the brand strategy to follow is changing along with the market changes. But the only rule of changing brands is to tell the audience "who I am and what I do"! Even if you are a hundred years of business, every stage of your brand needs its existence.

Even if you are a brand name or do not know how to start a brand, you can use it boldly.

Or if you want the market to recognize you, please tell the market and remember your name, which is an eternal law of brand communication.