How to use the gift to improve enterprise brand market popularity?
Since using gift marketing to carry out the brand marketing has many advantages, should how to launch the marketing of the gift?
For brand communication, to solve the problem of the three core is: the brand to consumers to express what is, brand through what way to convey to consumers, through what method can let consumers better accept expression. With gifts to carry out the brand media, too, in general can be according to the following steps:
1, establish the brand to deliver information to consumers. Through the combination of product brand or brand consumer market, the enterprise culture, industry condition for effective comprehensive analysis, such as refined brand core keyword to deliver information to consumers.
2, combined with the information extracting keywords, conceived the information passed through gifts, promotional products. Such as passing a brand with a strong and reliable information, you need to through the hardwood that cool color moves, this feeling has the strength of metal material gifts.
3, to spread the brand related products are analyzed, analysis of the geared to the needs of consumers spending habits and characteristics, analysis of products close to the gifts and consumer demand for gift attribute. For instance, a household electrical appliances such as high-end crowd, then with his gifts, promotional products will be close to home, at the same time, the best and electronic products, at the same time the present characteristics and can meet the demand of high-end gifts, such as culture, value is higher.
4, determine the gift marketing methods, to determine the gift marketing activities; Determine the gifts, promotional products issued by the time, place and manner.
5, according to the previous analysis of preliminary results to purchasing gifts or gift development.
Enterprises in establishing a good brand's message, with gifts, promotional items for brand communication medium for information transmission. In order to better brand communication also need to pay attention to the following questions:
1, gifts and promotional items is just an extension of the products and brands, don't going; Simply speaking, brand and product is red flowers, gifts, promotional products is foil safflower greenery. In general, gifts, promotional products is tie-in products accessories, brand extension. Don't too much beyond on visual and connotation of brand and the product itself to deliver information to consumers. This would allow the consumers confused even covers should be passed to their information.
2, gifts, promotional items should be linked to the brand and product; Don't let the consumer contact with various complex information. Household products, then match the brand and product correlation is not strong, not only not brand communication effect, also may make consumers misunderstanding.
3, gifts, promotional items to expressive or persuasive, can accurately show the brand idea fully; Good products will talk, gifts also. A nice and attractive gift can let consumer desire to possess and experience. If the gift with a combination of brand and product concept, will make consumers through the experience of gifts to deepen understanding of the concept of brand and product.
4, gifts, promotional items to be able to make the target consumer identity, the potential consumers; This is the important foundation of brand communication. In the development of gifts and promotional items and choose to consider the needs of potential consumers, there are a lot of potential consumers into products, is starting to get a nice gift.
5, gifts, promotional products and brands have difference and uniqueness; Print on the brand communication is not only in the present brand logo is ok, the gift itself also has a certain difference and uniqueness. A few years ago, for example, China unicom and China mobile's promotion products, similarity is very large, it is difficult to play a good brand communication effect. According to the new features of the brand is the best way to have gift development of intellectual property rights. At present, many large enterprises have begun to require for its development in view of the brand characteristics of the gift.
1, targeted audience, information transmission precision. Although spread breadth to reach the effect of advertising and marketing, but the gift marketing on the transmission accuracy and pertinence has its own unique advantages. Gifts, promotional products terminal can direct sales channels. For example, in the same category products stores, with gifts and promotional products to brand communication, precision and accuracy is higher than the advertising effect.
2, gift marketing to brand transmission is more vivid. Gift marketing change the advertising propagation method of preaching to experience interactive forms of communication methods. The seller after receiving gifts to pass through the way of experience to feel enterprise brand information.
3, gift marketing more enduring effect on the spread of the brand. Whatever the form of advertising impression in the consumers' mind can only last for a period of time, after the advertisement will be again. But a nice gift may accompany beside consumers for a long time, when consumers use the gift at the same time, every time once again to deepen brand information.
4, gifts, promotional items of brand information communication is stereo. Gifts, promotional items can be three-dimensional to brand information to consumers, this is the other marketing methods can't reach. Consumers through sight, hearing, smell, taste, smell, and think about ways to perceive the world, receive information. In conventional marketing activities, consumers can only through the use of the product and its own feel brand visual, auditory information. But through gift marketing, consumers can use more ways to touch the brand's message. For example, we presented to consumers with products car perfume, can let the consumer feel brand fragrance fragrance in the sense of smell. We send consumers bamboo fiber towel, can let the consumer with touch on brand silky smooth feel.