1. Low-cost communication strategy: product communication. The spread of products has always been a neglected mode of communication. When the products in the children's wear industry are seriously homogenized (functional), the personality differences of children's wear products are a good way of communication. Children's wear products are placed in the hands of consumers, can truly feel and make corresponding judgments, and their degree of preference directly affects the loyalty to children's wear brands. To make children's clothing products a communication force, we need to make an article on the information attached to children's clothing products. A good children's clothing product is based on quality rather than concept. First of all, it is necessary to form a difference in quality. It is a guarantee for the spread of information on children's clothing. Consumers will always make comparative analysis to determine the degree of love after experiencing the product. Quality not only includes product quality, but also functions, design, concepts, packaging, etc. To ensure communication, information differentiation is the most important. For example, you can pass on some unique usage features to the consumer group; eye-catching product packaging, etc., so that your product is the first to enter the consumer's sight. The medium is information, and the product itself contains rich information, which directly affects the purchasing power. At the same time, it can form a distinct personality and unique style, which can promote and help users to understand more about the brand, thus making a deep impression. People can even judge what brand of product is based on the personality and style of the product. This is the result of product power. The unique shape of the "Sony Love" mobile phone is accompanied by a unique concept of "sound enjoyment", which expresses the meaning of its brand, so that people can see that it is a "Souai" product when they see the appearance.
2. Low-cost communication strategy: word-of-mouth communication. People only focus on the communication power brought by advertising, but ignore the word-of-mouth communication brought by the service. The value and connotation of the brand is reflected through the service and transmitted through word of mouth. The key is how you use word of mouth to effectively spread. It is possible to lock in the role of “opinion leaders†in the consumer group and show them a series of personalized brand services, even special targeted services. Because consumers will spread their word of mouth and influence the people around him through their own personal feelings, this is very infectious and persuasive. This is the real purpose you want to achieve. I once suggested that a clothing brand regularly convene some VIP users to hold leisure activities in some high-level clubs, and allow them to bring two or three guests to participate. As a result, not only can the on-site sales be realized, but also through the rolling of the number of participants, people pass on, people learn, and form a mainstream consumption atmosphere, so that sales volume grows steadily. Word of mouth and service are connected, and there is a reputation after service. Because the service is essentially a fulfillment of a quality commitment, a process of promoting a lifestyle. You did it, touched a consumer, and through a word of mouth, it also touched a group of consumers.
3. Low-cost communication strategy: public relations communication. Public relations is a permanent low-cost communication tool, and even has the second opinion of public relations first advertisement. In addition to coordinating government and social public relations, public relations has one of the most important channels of communication - the news media. The media is a credible public opinion platform that affects a large number of readers. How to establish a good relationship with the media is directly related to the audience of the brand information. Media public relations is not simply to advertise or promote soft texts, but to plan and use some events, people, topics and media to form a common focus, so that enterprises are naturally promoted as activists, leaders and even opinions in the industry. leader. Focus on the brand's sense of social responsibility, industry mission and integrity, so that consumers fully understand the company, and thus build trust in the brand. There is a certain angle and scale to grasp, especially pay attention to not let smart consumers have the feeling of "hype". At the same time, the media is also a double-edged sword, it can also bring crisis, so a media training mechanism (especially related leaders) must be formed within the enterprise to prevent the occurrence of public relations crisis.
4. Low-cost communication strategy: event dissemination. Event communication should be said to be the scope of public relations communication. Although it is inseparable from the media, it has its own outstanding utilization characteristics. The outstanding feature is to attract eyeballs, which can attract widespread public attention and high participation in an instant, and is a powerful measure to establish and expand brand awareness.
The conventional approach is to invest a lot of money to participate, but this is not the least costly way of participating. Therefore, how to use the event to take advantage of the situation and leverage the power to put your brand in the hot spot of public opinion is a good choice for low-cost communication to build a brand. Some events are unavoidable, see if you will seize the opportunity; some events have a sensational effect, but the cost of transmission is not acceptable to you; some events require you to "create nothing". In this way, the key is whether you will take advantage of opportunities, seize opportunities and create opportunities, and put your brand information and events together in hot events with high exposure frequency, which requires sufficient experience and skills. A communication brand served by the author, by the case of Oaks’s complaint against the Ministry of Information Industry, used the heat of the incident to throw out the news topic of the joint petition of the OEM mobile phone company, and thrown a lot more when the aftermath was over. Named OEM companies jointly participated in the CCTV gold advertising time tender news. This not only avoids the suspicion of "noisy"; but also expresses the good intentions of "all things are ready, only owe the east wind" to the relevant departments; at the same time, it also subtly demonstrates the strength of the enterprise to all walks of life, and at one stroke, for the future Successful access to mobile phone production licenses has been a good foundation.
5. Low-cost communication strategy: Focus on communication. In the case of insufficient development capacity of children's wear enterprises, segmentation communication is a good choice for cost savings in brand communication. When you don't have all the consumers who are targeting you, let's broadcast the brand to the most valuable consumers you target. Make full use of people's herd mentality and let a group of people influence another large group of people. Maybe the effect is not satisfactory, but you have at least affected a group of people that you think are the most valuable. According to the "28th Theory", perhaps this group of people has achieved the 80% market goal you set. It is worth noting that the focus is not equal to the target audience! Selecting the focus of the communication must "find the right person, find the right path", which requires you to analyze and understand the information source channels and media contact habits of the locked consumer groups. When a company that used to sell children's toys that the author had served entered the Shanghai market, he invested a promotional advertisement. The routine is placed on the children's channel, but after my observation at the store terminal, it was found that most of the old people took the children to buy toys, and the power to choose the brand was in the hands of the elderly (style selection in children). Therefore, I suggest that they mainly advertise on the drama channel (relative to the lower advertising cost). After a period of time, the sales volume has steadily increased. Although this is a special case, it is enough to illustrate the importance of the focus on sexual communication.
6. Low-cost communication strategy: new media communication. Another way to pay special attention is the new media communication. This is a new communication issue arising from the progress of the times. In particular, it is the Internet and the future mobile media. It makes us feel that the world is so close to us. This is definitely The direction and mode of mainstream communication in the future is also the value platform for enterprises to develop the most low-cost communication strategy. As long as you pay close attention to and research new media, you will be able to find a low-cost route that suits you. For example, you can use your search engine to make your brand or product always appear in the first place and first place in the searcher. In front of the eyes. When the search engine first appeared, the author once suggested that a Shandong company specializing in the export of seasoning agricultural and sideline products such as green onions, ginger, garlic, etc., using search engines to help sales, the result is 30 keywords, the cost of 100,000 yuan, in exchange for Annual sales of 50 million yuan increased by 100% year-on-year. Communication platforms such as blogs, games, downloads, E-mail, individual customized news, etc., are all good directions and ways to spread choices at low cost. Of particular concern is the future of mobile media, the ratio of mobile phones to Internet users in China is 3.6:1, which determines that the future of the Internet is based on mobile phones rather than computers, and determines that mobile phones can become media with TV courts. Can such a large information carrying platform can not find a low-cost means of communication?
The emergence of the Internet has changed the way people live and will change the way they spread. China has more than 100 million Internet users, ranking second in the world, with 70% of users under the age of 30, more than any other country in the world. This huge group cannot be ignored by any brand. In this world of "I am big and big" leads to "My type and my show", you can always find the best low-cost communication strategy with unique imagination, accurate judgment, professional creativity and other means. For the low-cost communication of the brand, if the crowd is the core, then the new media must be the future direction.
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