Mar Cassini's "Sichuan Tibet Environmental Protection Bank"

On the same day, at the SM square activity site, Liu Hong became the scene commander. He commanded the formation of the convoy for a while, then mobilized the players' emotional slogans, and then directed the photographers to shoot. In the gap between the team members, he told reporters, "the details of PR activities are very important."

This launching ceremony is only a small part of Mar Cassini's "Sichuan Tibet environmental protection bank". This trip from Chengdu to Lhasa to Mount Everest has lasted for a month, with a total distance of 2154 km. For choosing Sichuan Tibet and cycling, Liu Hongtan Cheng, Mar Cassini's target consumers are personality and pursuit of youth. Sichuan Tibet is the ideal place for many of them, wearing a "halo"; and riding such a carrier is because it is a "people friendly" campaign, and can also enter this year's Olympic hot spots.

There are many articles that Liu Hong wants to do in it. "Nodes are many, every node can be the news point that we spread." How to link these nodes with Mar Cassini's core values of environmental protection is needed. Wu Min, the brand of mash Cassini, recalls that his team has done a lot of brainstorming to try to tap the news points. "They are almost emptying us." Wu Min joked.

Not only that, Liu Hong and even CEO of marasini, and the top management team of marasini will also take part in this trip. "There are also professional cycling players who have different horizons. Everyone, every view we have seen, every sentiment in our hearts, can let us spread. " Liu Hong said. Moving people's hearts is a very important and difficult thing to do in brand PR.

Of course, the spread of Liu Hong will also be different from the hard and cold one-way dissemination. Ma Cassini has planned their communication strategies in micro-blog, SNS and other positions, including the whole live broadcast, interactive quiz and so on. These seemingly no premeditated grassroots media will become the focus of Mar Cassini's whole activities. "Perceptual communication, coupled with rational communication strategies, is also a knowledge of public activities. With good micro propagation, we choose to use our most fashionable way to enter our audience. Liu Hong analyzed.

Maasini is not only content with online self entertainment. From POP, water platform, shelf to dress, language, Ma Cassini will design and display around this theme activity. "Every terminal is the window of brand external, and it is a very precise channel for communication." Liu Hong stressed that today's consumers are more concerned about experiential interaction. Only online and offline interaction can the brand idea be implanted into the hearts of the audience.

　　 Related focus activities initiate brand communication

If we say that from the beginning of twentieth Century to the present ten years, the mode of "CCTV + spokesperson" has always been the inertial thinking of Fujian men's men's clothing brand. Then, combining the event with brand public relations has become a new force to subvert this pattern, and has gradually entered the sight of Fujian men's wear.

Just like ten years ago, the seven wolves signed Chyi Chin as the first classic case of the men's wear brand endorser. In recent years, the wolves' public relations activities have also become the classic of the industry. Counting these activities, we will find that the line of public relations activities of the seven wolves has already been very deep. Sponsoring polo, sailing, women's golf, F1 formula racing, mountain outdoors, and VIP yacht activities are the sports marketing lines of seven wolves. In order to sponsor films such as October besieged city, Beijing love story and celadon, Chang Chen, Zhang Hanyu, Vincent Chiao, Sha Yi and other stars are invited to attend the new store opening or new products, etc. it is the entertainment line of seven wolf cloth. Holding the "Diplomat night" and BQ red dress are the fashion lines of seven wolf wolves; while the seven wolves join hands with Peking University Cultural Forum, and the recently built Chinese men's wear museum is the cultural line of seven wolves.

Compared with the high frequency and big hands of the seven wolves, another brand CABBEEN is more "opportune". "Mr. Yang Ziming", from the very beginning, has been "mixed up" in fashion and entertainment circles with the role of fashion designer. The stars and celebrities in circles are friends. Therefore, stars often wear CABBEEN to attend various activities, cover covers for magazines, and so on, and these are good publicity points for Yang Ziming. In addition, CABBEEN's "inverted city" roving exhibition, the theme party "CABBEEN Lok Knight night" and so on are also "cost-effective" very high, the former is close to CABBEEN's brand personality, the latter is to interact with consumers.

The seven wolves and CABBEEN's brand operation techniques have always been regarded as the weathervane of the industry. When enumerating their classic cases, we can easily find that brand PR has become a more and more important method for big brands in brand promotion. Not only the big brands, but also the series of activities of the Copenhagen Round Table Forum on the left bank, HOPERISE's new store opening VIP night and so on are also some new attempts.

The apparel industry has stepped up the pace of brand PR. As Fu Yong, vice president of China public relations group, said, "the development of big brands has reached a certain level. It is time to consider the construction of the values of enterprises and the internal public relations and external public relations of enterprises. And small and medium sized brands, with limited funds, should focus on brand relations which are closely related to the market. "

　　 Creativity can play the game.

Although compared with the TV commercials that burn money, brand communication through events can indeed "spend less money on major events" and "see small things at large". But there are many points in the test of brand relations, including the transmission of objects, media, and the ability to perform activities, among which the most important thing is "ideas" and the "main line" behind them.

The most important thing in the promotion of public relations is to match the brand style rather than pushing it unilaterally, ignoring whether this promotion can attract the consumers of their own intentions and whether they match their brands. Before we put into the promotion, we should consider whether this activity can bring value to the brand. "Mr. Yang Ziming" believes that many of the current PR promotion is worth thinking about, "Mr. Yang Ziming" said.

It is the promotion of public relations that is worth considering, so a good idea is very important. For example, the "inverted city" tour exhibition held by CABBEEN, in the first brand experience exhibition of surreal design in China, CABBEEN placed a "inverted city" installation art in shopping malls and squares in key markets such as Guangzhou, Zhengzhou, Wuhan and Beijing. The so-called "inverted city" is the use of a 8 meter high inverted house as the exhibition space, which is inverted urban stereoscopic projection. In fact, such an idea does not cost much, but it is a good interpretation of CABBEEN's brand concept of "looking at the world from another angle".

"No sense, only reason, is not good public relations. But if there is only perceptual and irrational, there is no scientific way. Fu Yong suggested that there should be rules for creating a good idea. For example, in the seemingly colorful brand relations of seven wolves, there are actually very clear lines. Regarding these "main lines", Li Hongliang, director of the seven wolves brand center, said that the focus of the seven wolves is on the "fashion entertainment line", and the "sports marketing line" is also something they will not give up.

Brand PR is not as effective as advertising, but in the era of information bombing, public relations can show the social effects of admiration. Public relations is no longer just a new product conference, invited celebrities to attend the event, but also includes fashion parties, charitable activities, media PR, product placement and so on.

With the frequent occurrence of local classic PR cases, brand PR is constantly being "original", and brand PR will also become a new engine for brand development of garment enterprises.