Attention Attracting Strategy Of Clothing Enterprises

Schram, a famous communicational scholar, proposed the probability formula for spreading the election. The probability of a message being noticed and chosen is proportional to the degree of reward (value) that it can provide to people, and is inversely proportional to the degree of the cost (so-called "effort").

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Audience attention must first be provided with a communication product that is more close to the actual needs of the audience, better quality and better style. Secondly, the audience can get the dissemination service at a cheaper and more convenient way than the general level.

If you want to attract the audience to buy your product, you should provide him with the rationale for buying your product.

The reason why people can choose your product or program is the selling point of your product or program.

How to design "selling points"? From Schram's probability formula, we have drawn the basic train of thought for designing and planning all "selling points", competitive pmission products and even the media.

The "selling point" is designed to strengthen "compulsory reading (listening and speaking)".

There is a rule in the circulation of information in society: when the supply and demand of information are short, people's pursuit and desire for this kind of shortage will increase.

People demand that mass communication must be "important" rather than "trivial". It is "wonderful" rather than "boring"; it is "useful" and "operational" rather than "empty" and "cloudy and cloudy"; it is the form and style of "innovation" rather than "obsolete" and "decades old system"; it is "the dissemination of products (distribution channels, broadcast arrangements, etc.) to find people" rather than "let the audience work hard to find their interest in the dissemination of content".

Two of the selling points design: following the principle of "convenience is gold", it reduces the cost and effort level of the audience to get the dissemination service.

All this may result in the value increase of communication.

The dissemination of powerful product selling points always gives consumers the deepest impression, which is to attract consumers.

The magnet.

It can be a slogan.

For example: Wahaha's "eating is fragrant", the 27 layer purification of lobax, the "sweet spot" of farmer's spring and the source of the Qiandao Lake, Head and Shoulders's "removing dandruff trouble", the "second days of comfort" of the king's gold bottle, etc., can also be directly reflected in the product's name or trademark, such as "the enemy's pest", "brain relaxed", "business communication" and so on, are all products to the consumer's specific impression.

On the contrary, a shampoo that propagandize itself with dandruff, nutrition and blackish hair will completely lose its individuality, and can not impress consumers.

Therefore, finding out the core selling point of your product has an immeasurable pulling effect on product dissemination, brand building and sales.

Using event marketing to attract customers' attention is an important way to promote sales strategy.

Attention economics emphasizes the scarcity of attention resources, and the focus of event marketing emphasizes the competition for public attention resources. The relationship between them is: attention economics, on the one hand, it provides a theoretical premise for event marketing to "pay attention scarcity"; the other side requires enterprises to care about and understand the distribution of social attention, and make production decisions that meet the real needs of society, so as to maximize the allocation of social resources.

Attention economics emphasizes the guidance of the distribution of social attention resources.

The key to successful event marketing is to match the concerns of the public, the core of events and the demands of enterprises.

Both of them emphasize the consistency between the three aspects of attention, enterprise and society. It can be said that attention economics provides a mechanism of "consistency" for event marketing.

To attract customers' attention, event marketing activities must be related to core competitiveness, values and brand.