Brand Communication, Contact Point Is The Key.

In the twenty-first Century, brand theory changed rapidly, but some conservative and outdated brand concepts were inevitably extended at the turn of this century.

The mass market, mass media, mass media and everything about the public are still stacked on the platform of brand building, waiting for the train of "brand building" to "brand future".

There is no doubt that in the latter half of the twentieth Century, mass advertising and mass marketing shaped the brand and promoted the development and operation of the brand.

However, as the market matures, the relationship between these concepts and the creation and maintenance of a successful brand has become increasingly estranged.

This is not to say that mass media tools do not help brand building, but at least it shows that mass media is not the only way.

The difficulty of the "brand building" train going forward is mainly due to the current thinking pattern of the media. Although many enterprises are deeply trapped in the plight of the mass media, the media strategy and procurement model we are using now have been systematized, verified, and regarded as authoritative and classic, so that no one dares to go beyond the bounds of the doubt and question this.

For example, arrival rate, exposure frequency, effective area, repetition rate and cumulative audience.

Such ambiguous terms, even though these terms are still relevant to today, few people will explore what they mean or what they have meant.

Instead, just talk about everything.

A few years ago, a concept of television media called "road blockage" appeared. It means that at the same time buying out an advertising period of three media, TV audiences would not miss this advertising message, and they would hardly see the information of their competitors, because the advertisement has occupied the time and space that television can make use of.

Today, however, many families have hundreds of channels on TV.

Let's look at the old concept and find out the problem.

The competitive situation in the media industry has changed dramatically, and the media plan and procurement plan has not been able to keep pace with the times.

The most surprising thing is that the media planning and purchasing methods used by today's enterprises to create brands are almost the same as those in 1970s.

An indisputable fact is that the concept of media planning is mostly inherited from the past.

We still imagine that the audience is still composed of one family, and the family members are the same "men, women and children". They are sitting in front of the 17 inch black and white TV with a less clear picture, holding their breath waiting for the next episode of the TV series "yearning", watching the Chinese women's volleyball team and cheering for the beautiful smashing of Lang Ping's key moment, and the "never failing the Great Wall" in "Huo Yuanjia" and "Shanghai", with two black black plaited Feng Chengcheng. Of course, there are unavoidable advertisements such as "three bags, consignment shipments" and so on.

Because at that time, there were several channels in the TV set, so there were so many programs.

Every evening, people sit around the television in front of the TV. After dinner, hundreds of millions of Chinese people share the same dialogue and the same dialogue at the same time. At the same time, they are exulting or losing their voices. When people watch Liu Xiang cross the finish line at the same time, they keep their mental state and aesthetic interest highly consistent. The scene that has gathered before TV in the past is so mysterious that it took for granted at that time.

Unfortunately, the situation is no longer what it used to be.

Then, how can we effectively carry out brand communication?

Specifically, how can we create, maintain or save a brand with less investment?

The answer given by &#8226, an integrated marketing communications expert, is that the traditional media plan and the order of purchase are reversed. Mr. Schultz

From the outgoing and media oriented investment philosophy to the investment concept that focuses on brand contacts or brand contacts.

Brand and consumer "intimate contact point" is also known as "brand moment".

Brand opportunities are opportunities. We can take advantage of these opportunities to spread brand information. Although such moments are often met by chance, we can still be prepared beforehand.

Just as sages say, "opportunities only come to prepared minds". In fact, the key to brand communication is to identify, capture and manage these moments, so that they can meet the brand's immediate and long-term interests.

At the same time, brand moment is not fleeting and elusive. On the contrary, it embodies in every aspect of the enterprise, including product usage, shop display, advertising, dealer meeting, sponsorship, reporter interview, telephone, exhibition, employee family and so on.

It has provided us with many excellent brands and their communication opportunities.

In Schultz's view, instead of starting from the media you may buy, you might as well start another way, starting with people who have already contacted you, your business or your brand through such a way.

They are coming to you. Another wonderful brand moment is coming.

What information or incentive have they received from your brand "contact point"?

What does "contact point" tell you about your brand and its experience?

Therefore, the media plan in twenty-first Century should start with how customers and potential consumers engage with your brand, rather than starting with the media plan you proposed or the media you may purchase.

It will be helpful to start with consumers and reverse operation.

In twenty-first Century, brand communication began and ended in consumer and brand contacts.

To this end, we need to find out who, in what ways, and when and where they will be exposed to your business, your brand and its essence.

When they appear, you have to work hard to get there.

Although it is not so easy to do this, it is so simple.