Quanzhou Children's Shoes Enterprises Open DM Advertising Marketing Mode

A few days ago, the circulation of the love Development Manual of CE, the brand of China Australia (Fujian) Sporting Goods Co., was widely praised by the industry. In this brochure for the growth of love, it is ingeniously added to the contents of parents, feet, feet, shoes, and so on, and the gift of a child accident insurance has become the finishing point of the love growth manual.

Coincidentally, there is also a skateboard story meeting in the shoe box of Yu speed children's shoes. There is a common feature of these sales promotion lists, which not only lists promotional products information, but also integrates their brand culture in the manual.

Nowadays, when a single "high altitude" advertising strategy channel can no longer meet the needs of children's shoes brand promotion, Quanzhou children's shoes enterprises He also took a new attempt to promote the brand by using the DM manual. However, whether the new mode of transmission can make brands have more opportunities to get in touch with consumers is still unknown. Insiders suggested that DM manuals should not only have distinct themes, but also suit measures to the times.

　 Generalized "DM" promotion

DM is the abbreviation of English DirectMail, which means fast news commodity advertisement, also known as direct mail, is usually promoted by mail, designated distribution and selective delivery to the consumer's residence. It is one of the most important marketing methods adopted by supermarkets and even enterprises.

Zhang Han, the brand manager of leopard sporting goods Co. Ltd., said that the narrow sense of DM refers to regular promotional activities, such as regular sales promotions, anniversary promotions, regular holiday promotions, and promotional activities aimed at inventories, competitors, and seasonal products. Leopard uses a wider range. DM means of promotion 。

In the DM picture album designed by leopard, the brand culture is more integrated. The theme of children's health experience is divided into different sections. In addition to the introduction of health promotion products, the most important thing is the health interaction tips embedded in the album, which is a process of imperceptibly transmitting the brand information to consumers.

"Therefore, I think the DM of children's shoes should have a broader understanding: covering advertising, event marketing, interactive experience marketing, and even concentration of a brand Handbook." Zhang Han said.

Huang Congming, director of marketing of Yu Su sporting goods limited, believes that the love growth manual like CE usually follows the product distribution after sale, which is quite different from the traditional DM distribution mode. It does not distribute in all the streets and lanes in an authorized designated area, only to promote the transmission of information, but through products after sale allotment, so that consumers can further understand the brand. That is to say, first of all, consumers understand the brand through products, then through the DM manual to communicate with consumers in depth or interaction.

From "high altitude" advertising to terminal access

DM has always been regarded as the most targeted form of advertising. This is because DM advertisements directly convey advertising information to the real audience, with strong selectivity and pertinence. Other media can only transmit advertising messages to all audiences in a general way, regardless of whether the audience is the target of advertising information.

This point has been recognized by many children's footwear industry. The DM manual for aftermarket distribution of children's shoes is out of this original intention: the DM Handbook has become a part of product packaging, which can interact with consumers, and use products as a channel to start the marketing of brand marketing for agents.

Although the "star endorsement + CCTV" mode has given birth to a large number of well-known enterprises, such as Anta and Li Lang, it can not afford such high advertising expenses for the children's products industry with lower overall profits. At the same time, at the same time, the development of children's shoes enterprises in the early days is mostly scattered and exclusive. There are not many entity shops, and there is no such thing as monopoly operation. In the past two years, with the development and growth of the children's industry, the transformation of the monopoly system urgently demands the improvement of the brand awareness of the enterprises and the guarantee of the profit of the single store. Zhang Han said. {page_break}

In fact, the industry generally believes that before the adult shoes and clothing, including the brand of children's shoes, the CCTV advertising is to boost the morale of dealers, but now more and more enterprises have realized that brand enterprises should consider more about how to make consumers accept brands and accept products, not just sell goods to dealers. In this transformation of business thinking, the brand promotion of enterprises has gradually dropped from the air media to the ground, and the DM manual can meet the needs of these two aspects at the same time. It can not only spread the brand, but also play a promotional role in helping children shoes monopoly system to improve the transformation.

Huang Congming said that high altitude advertising is mostly aimed at meeting the needs of investment and certain meetings, or enhancing confidence. In addition, DM promotion is a more important means for the regional market. It has become an indispensable way of corporate brand advocacy. Each brand has its own attributes. Through the DM manual, we will further spread the brand characteristics of health, sports and love, and interact with consumers. This is the transformation of children's shoes enterprises from channel brand marketing to consumers' direct audience marketing.

"However, the company may do more with the brand aspect, and the area may be more targeted. The DM manual is usually operated by the agents in the regional market spontaneously according to the needs of the current market and shops." Zhang Han told reporters.

　　 Make DM manual according to the time.

The supermarket can receive the DM product express from the supermarket and the district. The subway outlet can receive DM discount coupons, trial coupons, such as fast food, beauty, etc., and can receive the DM coupons from the cake shop. In addition to passing the brand information, can the DM brochures purchased from children's shoes bring repeat customers to the enterprises, thus promoting consumption and increasing profits?

Chen Qinglong, a consultant in international brand consultancy, suggested that DM usually has strong flexibility: unlike newspaper and magazine advertisements, advertisers of DM advertisements can choose the size of the page arbitrarily according to their specific circumstances and determine the length of the advertising information and choose the form of monochrome or monochrome. In addition, advertisers can create all kinds of DM advertisements as they please.

"DM design and creativity should be novel and unique, beautifully made, and content design should not be discarded, so as to ensure its attractiveness and preservation value. For example, gujinggong publicize the knowledge of preventing and treating SARS during the period of SARS, which is deeply loved by the vast number of consumers and has caused consumers to scramble for it. Chen Qinglong said.

However, Chen Qinglong also suggested that enterprises design DM must choose a center. What kind of information does the DM Handbook want to convey to consumers? New products, promotions and rebates? Especially for children's shoes in Quanzhou, DM not only conveys brand concept, but also promotes offline sales. For example, we can select themes for each stage of DM Handbook. This theme slogan must be loud and clear, and we must seize the eye of consumers. The reason is very simple. A good title is half the success. A good headline can not only refresh people, but also produce strong allure, arouse the curiosity of readers, and attract them to watch it involuntarily, so that DM can be seen. Advertising effect Maximization. At the same time, according to the needs of different stages of enterprise development, we can make our DM album closer to the needs of different stages of communication.