Clothing Brand Advertising: Good Ideas Need Not Be Too Complicated.

Outdoor sport

Phenomenon: good impression

A row of people standing barefoot in the snow and ice may wear nothing but underwear, and they all smile, and everyone carries a dress.

This is an advertisement in the subway passage of Beijing.

The survey shows that this advertisement has impressed many consumers, "a garment can be so strong!" it turned out to be a revolutionary thermal technology in Columbia, Omni-Heat.

The Pathfinder invited Wang Shi as spokesperson. Wang Shi's high popularity and good image in the middle and high end crowd, as well as his feat to the top of the world, showed the professional image of the Pathfinder, and well fitted the customers of the Pathfinder.

At the same time, the "overtheway" in the CCTV advertising song also makes the outdoor friends love the outdoor sports.

A good advertisement attracts consumers because of content creation.

If the outdoor sports brand can create new ideas and create new ways in advertising creativity, it will have a strong psychological breakthrough effect on consumers.

Its distinctive features will also stimulate consumers to have a strong interest in it, and leave a deep impression on them, and then touch their consumption nerves.

Donkey friends are knowledgeable and active. If you want to win their favor, creativity is even more important.

In many outdoor sports brand advertisements, can consumers remember certain advertisements? Among the 41 respondents, 90.2% are in the age of 21-30, 7.3% are 31-40 years old, and 2.5% are 41-50 years old.

Among these people, 75.6% of the advertisements were noticed, and 24.4% did not notice an outdoor brand advertisement.

Respondents who can clearly recall an advertisement account for 20.5%, 30.8% of them remember most of them, and 28.2% of respondents have blurred and remembered only 20.5%.

The result of the survey shows that the impression score of outdoor sports brand advertisement has a relatively good result.

For an outdoor sports brand, why do advertisements attract their eyeballs? 25% of respondents only want to pass the boring time. 10% of respondents want to know more about a product through advertising. 25% of respondents consider the carrier area to be enough eye-catching. 32.5% of respondents believe that advertising content attracts talents, so that they can focus on advertising, and 7.5% of respondents do not understand why.

Analysis: creative and commercials are rare.

"Advertising is not spending money to make you fantasies, advertising must be responsible for business, advertisers can imagine, but they must not be divorced from business, otherwise their creativity will be too much."

Mr. Lu, manager of the advertising department of an outdoor sports brand in ispochina2011, told the reporter.

According to the current situation of outdoor sports advertisements, there are many creative advertisements, but advertisements with originality and sale are rare.

So what is the view of consumers? What impact does a creative advertisement on outdoor brand have on consumers' purchase decision? 10.8% of respondents think that the impact will be great, which will change the original purchase decision. It is considered that there is a certain effect, but priority will be given to the original intention of the respondents 62.2%, 21.6% of the respondents think that almost no influence; 5.4% of respondents believe that there is no effect at all.

For outdoor sports brand creative advertising sense, 12.5% of respondents believe that pleasing to the eye, 55% of respondents believe that the brand will increase the degree of goodwill, and 12.5% of respondents believe that it will affect their purchase decisions.

For an ordinary young man who wants to buy outdoor equipment, what is the difference between outdoor sports brands such as Pathfinder, Columbia, camel, groundhog and other outdoor brands? Why did he choose a brand and give up other brands? Miss Li, who loves mountaineering, is also engaged in the occupation related to outdoor sports. She told reporters: "for creative advertising, I always pay attention to it. I will collect interesting advertisements and collect dozens of computers in my computer now.

Most of my friends who love outdoor sports should like the wide natural world as I do, and let my bright advertisements affect whether I buy a brand product, especially the outdoor sports brand. If its advertisement can deepen my positive impression of my product, I will buy this product.

Viewpoint: simple and direct plus more points

People who love outdoor sports mostly advocate freedom and love nature, and the advertisements that develop their thinking are more attractive to them.

Outdoor sports brand advertising needs more creativity to attract enough attention.

Many outdoor sports brands have noticed the importance of creativity to advertisements, and many creative advertisements have also emerged.

In the survey, more than half of consumers said that advertising must be creative, but first let consumers understand where they are.

Is advertising creativity still good after finishing reading?

"Consumers will not be serious and interested to see every advertisement.

If advertising can't capture their eyeballs in the first second and let them smile within 3 seconds, then the advertisement is a failure -- don't be too obscurity and twists and turns to do creative performance.

In the view of Mr. Wang, manager of the Northeast District of an outdoor sports brand, simply and directly is the iron rule of selling advertisements. It is the best way to pursue creative performance and sense of pleasure only on the basis of these two points.

At the same time, he emphasized that any brand advertisement should have a strong memory point, and this memory point will run through all advertisements in the brand. Through various forms, different stages and different kinds of advertisements, this unique memory point will always be extended to make it brand.

After the accumulation of the brand image to a certain extent, the later stage only needs to extend the memory point, so that the audience can get consistent advertising effect.

Outdoor sports brands demand higher advertising creativity, and advertising investment will increase correspondingly. Does the cost increase need to be passed on to consumers? During the interview, many consumers say that the price of outdoor sports brand products is more expensive than ordinary products, perhaps because of the large advertising input or the stronger function.

Mr. Wang said, "the quality of outdoor sports products must be excellent. Its durability and wear resistance are all better than those of the general products. The higher the cost is, the more normal.

While advertising investment is large, part of the cost may also be borne by consumers.

In fact, good advertising creativity does not necessarily involve large cost inputs. It can also achieve good publicity results and impress consumers. Enterprises can achieve better advertising results at lower cost, and consumers will get more affordable advertising.