Core Tip: Last week, Maccasini launched the “Sichuan-Tibet Environmental Protection Line†at SM Square in Jinjiang, attracting much attention. The launch ceremony has just ended, and a microblog about the Maccasini "Sichuan Environmental Protection Line" has begun to be widely forwarded and commented.
Seeing this effect, Ms. Wang’s Brand Center Director, Liu Hong, was a little more steadfast. However, for him, even if the focus of "Sichuan Riding" is right, there is still a lot of work to follow. Large enough to confirm the trip, as small as the end of the dress shopping changes, he must think about, to be considered.
So painstaking, because "'CCTV + spokesperson's model, although simple operation, but it is not suitable for men's clothing brand." In Liu Hong's view, nowadays, brand communication is about occupying consumers' minds, and consumers' emotions. Communicate and guide lifestyles.
It is seven wolves that have deep understanding of this point, and it is Cabin who is completely obsessed with brand public relations. “Associated focus events and brand public relations activities.†Outside these two representative companies, we see that more and more brands that are rapidly growing like Macaccini are catching up with this wave of new wave. .
miniature:
On the day of the marketing activities behind the “Sichuan-Tibet Environmental Protection†campaign, Liu Hong was the scene commander at the event at the SM Plaza. He commanded the formation of the team for a while, mobilized the players' emotions and chanted slogans for a while, and directed the photographer to shoot again. In the gap between the team members, he told reporters, "The details of public relations activities are very important."
This launching ceremony was only a small part of the "Kansai-Tibet Environmental Protection Bank" of Macaccini. The trip from Chengdu to Lhasa to Everest lasted for one month and lasted 2,154 kilometers. For choosing Sichuan and Tibet, Liu Hong admits that Makassany’s target consumers are individual and pursuing youth. Sichuan Tibet is an ideal place for many of them and wears a “haloâ€. This kind of carrier for riding is because it is a "people-friendly" sport and it can also cut into this year's Olympic hotspot.
There are many articles that Liu Hong wants to make in it. “There are a lot of nodes. Every node can be the news point we spread.†How to link these nodes with the “environmental protection†core brand values ​​that Macaccini will communicate? It is need of brains. Wu Min of the Makassany Brand Center recalled that in order to tap the news points as much as possible, their team did a lot of “brainstormingâ€. "It is almost emptying us." Wu Min joked.
Not only that, but Liu Hong and even CEO Marcini's Ding Wei, and Maka Sini's senior management team will also personally participate in this trip. "There are also professional cycling members who have different visions. Everyone, every landscape they see, every sentiment in their hearts can let us spread." Liu Hong said. Touching people's hearts is a very important and difficult part of brand PR.
Of course, the communication that Liu Hong refers to will also be different from the one-way communication that was hard and cold. Makarsini has already planned their communication strategies on Weibo, SNS and other positions, including full-course micro live broadcasting. Interactive quiz and so on. These seemingly no "premeditated" grassroots media will become the focus of Macaccini's entire campaign. “The emotional content of the communication, coupled with rational communication strategies, is also a knowledge of public activities. With good micro dissemination, we choose to enter our audience with the most fashionable methods today.†Liu Hong analyzed.
Macaccini is not just satisfied with the online "self-entertainment." From POPs, water tables, shelves to shopping guides and languages, Maccasini will design and showcase around this theme activity. “Every terminal is a window of the brand's external, and it is a very accurate channel for dissemination.†Liu Hong emphasized that today's consumers are more concerned with experiential interaction, only online and offline interaction, can be through the activities of the brand's philosophy Into the hearts of the audience.
trend:
Associative focus activities start brand communication If we say that from the beginning of the 20th century to the current decade, the "CCTV + spokesperson" model has always been the inertia of thinking to send men's clothing brand, then, the combination of events for brand public relations has become a subversion of this model The new force gradually entered the line of sight of the men in the school.
Just as ten years ago, seven wolves signed Qi Qin to become the first classic case of a menswear brand signing spokesperson. In the past few years, public relations activities for seven wolves have become a classic in the industry. A breakdown of these activities will reveal that in fact, this line of public relations activities for the seven wolves has actually been very deep. The sponsorship of polo, sailing, women's golf, Formula 1 racing, mountain outdoor, and even VIP yacht activities is a sports marketing line for seven wolf cloths; it sponsors films such as “The Besieged City in Octoberâ€, “Beijing Love Story†and “Celadon Porcelainâ€. Zhang Zhen, Zhang Hanyu, Jiao Enjun, Sha Yi and other stars were invited to attend the opening of the new store or release new products. They were seven wolf cloth entertainment lines; the “Night of Diplomats†and BQ Red Dress were the fashion line of seven wolf cloths; and the Seven Wolfs joined hands with Peking University. The Cultural Forum, or even the recently constructed China Men's Museum, is a cultural line of seven wolves.
Compared with the high-frequency times and generous hand of the seven wolves, another brand, Cabin, is even more "easy-going." “Mr. Cabin†Yang Ziming has “discussed†fashion and entertainment from the very beginning with the role of fashion designer. The celebrity celebrities inside and outside the circle are all friends. Therefore, stars often wear carbino to attend various events and magazines. Shoot the cover and so on, and these are good promotional points. In addition, Cabin's "Invert City" tour exhibition, the theme party "Cabin Lo Live Knight's Night" and so on are also "high value", the former is close to Cabin's brand personality, and the latter is to interact with consumers.
The brand-operating tactics of Septwolves and Cabin have always been considered as the vane of the industry. When we have completed their classic cases, it is not difficult to find that brand public relations have become more and more used by big brands in brand promotion. Not only the big brands, but also the activities of the Copenhagen Roundtable Forum on the left bank and the VIP nights on the new store of HOPERISE.
The apparel industry has taken the step of branding public relations. As Fu Yong, vice president of the Triumph Group in China, said, “Big brands have reached a certain level of development. It is time to consider the construction of corporate values, as well as internal public relations and external public relations. Small and medium-sized brands, limited funds, It should focus on the brand public relations closely related to the market."
Explore: Build "Mainline"
Creativity can be "playful"
Although, compared with TV commercials that burn money, brand communication through events can indeed “spend less money and do big things†and “become small and bigâ€, but there are many challenges in brand public relations testing, including the objects of communication, media, and activities. The most important ones are the "idea" and the "main line" behind it.
"The most important thing in the theme of public relations promotion is to match the style of the brand, rather than unilaterally push hard, completely ignore whether such promotion can attract their intended consumer groups, whether it is consistent with their own brand, in the promotion of investment. Before you consider whether this activity can add value to your brand.†“Mr. Carpin.†Yang Ziming believes that there are many public relations promotions that are worth considering.
It is also the public relations campaign that is worthy of scrutiny, so a good idea is crucial. For example, in the “Inverted City†tour exhibited by the above Cabin, in the first branded experience exhibition designed in the concept of surrealism, Cabin placed an “inverted city†installation art in key markets such as Guangzhou, Zhengzhou, Wuhan and Beijing. Shopping malls, squares. The so-called "inverted city" uses an 8-meter-high inverted house as a space for exhibitions. It is an inverted city stereoscopic projection. In fact, the cost of such an idea is not much, but it is a good interpretation of Carbine’s brand concept of “look at the worldâ€.
"There is no sensibility, only rationality, and it is not good for public relations. But if there is only sensibility and no reason, there will be no scientific routine." Fu Yong proposed that creating a good "idea" requires rules. For example, in the brand public relations that seven wolves look like, there are actually very clear "main lines." Regarding these "main lines," Li Hongliang, director of Seven Wolf Brand Center, said that the current seven wolves focus on the "fashion entertainment line," and "sports marketing line" is that they will not give up.
Although the brand PR is not as effective as the advertising, the public relations can show the enviable social effect in the information bombing era. PR is no longer merely a new product launch event, inviting celebrities to attend events, but also includes fashion parties, charity events, media relations, and embedded advertising.
With the frequent occurrence of local classic public relations cases, brand public relations are constantly being "original", and brand public relations will also become the new engine for the development of apparel company brands.
Seeing this effect, Ms. Wang’s Brand Center Director, Liu Hong, was a little more steadfast. However, for him, even if the focus of "Sichuan Riding" is right, there is still a lot of work to follow. Large enough to confirm the trip, as small as the end of the dress shopping changes, he must think about, to be considered.
So painstaking, because "'CCTV + spokesperson's model, although simple operation, but it is not suitable for men's clothing brand." In Liu Hong's view, nowadays, brand communication is about occupying consumers' minds, and consumers' emotions. Communicate and guide lifestyles.
It is seven wolves that have deep understanding of this point, and it is Cabin who is completely obsessed with brand public relations. “Associated focus events and brand public relations activities.†Outside these two representative companies, we see that more and more brands that are rapidly growing like Macaccini are catching up with this wave of new wave. .
miniature:
On the day of the marketing activities behind the “Sichuan-Tibet Environmental Protection†campaign, Liu Hong was the scene commander at the event at the SM Plaza. He commanded the formation of the team for a while, mobilized the players' emotions and chanted slogans for a while, and directed the photographer to shoot again. In the gap between the team members, he told reporters, "The details of public relations activities are very important."
This launching ceremony was only a small part of the "Kansai-Tibet Environmental Protection Bank" of Macaccini. The trip from Chengdu to Lhasa to Everest lasted for one month and lasted 2,154 kilometers. For choosing Sichuan and Tibet, Liu Hong admits that Makassany’s target consumers are individual and pursuing youth. Sichuan Tibet is an ideal place for many of them and wears a “haloâ€. This kind of carrier for riding is because it is a "people-friendly" sport and it can also cut into this year's Olympic hotspot.
There are many articles that Liu Hong wants to make in it. “There are a lot of nodes. Every node can be the news point we spread.†How to link these nodes with the “environmental protection†core brand values ​​that Macaccini will communicate? It is need of brains. Wu Min of the Makassany Brand Center recalled that in order to tap the news points as much as possible, their team did a lot of “brainstormingâ€. "It is almost emptying us." Wu Min joked.
Not only that, but Liu Hong and even CEO Marcini's Ding Wei, and Maka Sini's senior management team will also personally participate in this trip. "There are also professional cycling members who have different visions. Everyone, every landscape they see, every sentiment in their hearts can let us spread." Liu Hong said. Touching people's hearts is a very important and difficult part of brand PR.
Of course, the communication that Liu Hong refers to will also be different from the one-way communication that was hard and cold. Makarsini has already planned their communication strategies on Weibo, SNS and other positions, including full-course micro live broadcasting. Interactive quiz and so on. These seemingly no "premeditated" grassroots media will become the focus of Macaccini's entire campaign. “The emotional content of the communication, coupled with rational communication strategies, is also a knowledge of public activities. With good micro dissemination, we choose to enter our audience with the most fashionable methods today.†Liu Hong analyzed.
Macaccini is not just satisfied with the online "self-entertainment." From POPs, water tables, shelves to shopping guides and languages, Maccasini will design and showcase around this theme activity. “Every terminal is a window of the brand's external, and it is a very accurate channel for dissemination.†Liu Hong emphasized that today's consumers are more concerned with experiential interaction, only online and offline interaction, can be through the activities of the brand's philosophy Into the hearts of the audience.
trend:
Associative focus activities start brand communication If we say that from the beginning of the 20th century to the current decade, the "CCTV + spokesperson" model has always been the inertia of thinking to send men's clothing brand, then, the combination of events for brand public relations has become a subversion of this model The new force gradually entered the line of sight of the men in the school.
Just as ten years ago, seven wolves signed Qi Qin to become the first classic case of a menswear brand signing spokesperson. In the past few years, public relations activities for seven wolves have become a classic in the industry. A breakdown of these activities will reveal that in fact, this line of public relations activities for the seven wolves has actually been very deep. The sponsorship of polo, sailing, women's golf, Formula 1 racing, mountain outdoor, and even VIP yacht activities is a sports marketing line for seven wolf cloths; it sponsors films such as “The Besieged City in Octoberâ€, “Beijing Love Story†and “Celadon Porcelainâ€. Zhang Zhen, Zhang Hanyu, Jiao Enjun, Sha Yi and other stars were invited to attend the opening of the new store or release new products. They were seven wolf cloth entertainment lines; the “Night of Diplomats†and BQ Red Dress were the fashion line of seven wolf cloths; and the Seven Wolfs joined hands with Peking University. The Cultural Forum, or even the recently constructed China Men's Museum, is a cultural line of seven wolves.
Compared with the high-frequency times and generous hand of the seven wolves, another brand, Cabin, is even more "easy-going." “Mr. Cabin†Yang Ziming has “discussed†fashion and entertainment from the very beginning with the role of fashion designer. The celebrity celebrities inside and outside the circle are all friends. Therefore, stars often wear carbino to attend various events and magazines. Shoot the cover and so on, and these are good promotional points. In addition, Cabin's "Invert City" tour exhibition, the theme party "Cabin Lo Live Knight's Night" and so on are also "high value", the former is close to Cabin's brand personality, and the latter is to interact with consumers.
The brand-operating tactics of Septwolves and Cabin have always been considered as the vane of the industry. When we have completed their classic cases, it is not difficult to find that brand public relations have become more and more used by big brands in brand promotion. Not only the big brands, but also the activities of the Copenhagen Roundtable Forum on the left bank and the VIP nights on the new store of HOPERISE.
The apparel industry has taken the step of branding public relations. As Fu Yong, vice president of the Triumph Group in China, said, “Big brands have reached a certain level of development. It is time to consider the construction of corporate values, as well as internal public relations and external public relations. Small and medium-sized brands, limited funds, It should focus on the brand public relations closely related to the market."
Explore: Build "Mainline"
Creativity can be "playful"
Although, compared with TV commercials that burn money, brand communication through events can indeed “spend less money and do big things†and “become small and bigâ€, but there are many challenges in brand public relations testing, including the objects of communication, media, and activities. The most important ones are the "idea" and the "main line" behind it.
"The most important thing in the theme of public relations promotion is to match the style of the brand, rather than unilaterally push hard, completely ignore whether such promotion can attract their intended consumer groups, whether it is consistent with their own brand, in the promotion of investment. Before you consider whether this activity can add value to your brand.†“Mr. Carpin.†Yang Ziming believes that there are many public relations promotions that are worth considering.
It is also the public relations campaign that is worthy of scrutiny, so a good idea is crucial. For example, in the “Inverted City†tour exhibited by the above Cabin, in the first branded experience exhibition designed in the concept of surrealism, Cabin placed an “inverted city†installation art in key markets such as Guangzhou, Zhengzhou, Wuhan and Beijing. Shopping malls, squares. The so-called "inverted city" uses an 8-meter-high inverted house as a space for exhibitions. It is an inverted city stereoscopic projection. In fact, the cost of such an idea is not much, but it is a good interpretation of Carbine’s brand concept of “look at the worldâ€.
"There is no sensibility, only rationality, and it is not good for public relations. But if there is only sensibility and no reason, there will be no scientific routine." Fu Yong proposed that creating a good "idea" requires rules. For example, in the brand public relations that seven wolves look like, there are actually very clear "main lines." Regarding these "main lines," Li Hongliang, director of Seven Wolf Brand Center, said that the current seven wolves focus on the "fashion entertainment line," and "sports marketing line" is that they will not give up.
Although the brand PR is not as effective as the advertising, the public relations can show the enviable social effect in the information bombing era. PR is no longer merely a new product launch event, inviting celebrities to attend events, but also includes fashion parties, charity events, media relations, and embedded advertising.
With the frequent occurrence of local classic public relations cases, brand public relations are constantly being "original", and brand public relations will also become the new engine for the development of apparel company brands.
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