Documentary Advertising Marketing Composes A New Chapter In Shoe Brand Marketing

Today, the "27 layer purification" of pure water has become a household word. When all the pure water brand advertisements simply conveyed the objective characteristics of water purity without strong evidence, he put forward a concise and clear support point. reason The way of appeal is to establish a deep brand identity. In this way, not only does the series of ads of the company achieve itself in the advertisement of many similar products, but it also has a solid foothold in the drinking water market, and has also formed the market pattern of Wahaha, Fu Shan Quan and Bai Le. Obviously, the advertising appeal points that convey the product characteristics need to have greater differences and the resonance of consumers can be enhanced to a certain extent. Advertisement Campaign publicity, to achieve brand promotion.

With the fierce competition and homogenization in the market, enterprise The voice of innovation is rising day by day. However, in the perspective of various industries, people are more accustomed to "learn from the same industry" and ignore other industries outside the industry, leading to the deep mire of homogenization. A professional pointed out that "innovation is often not from the industry, the industry's thinking is often built by the strong, just like Coca Cola Co created the thinking of the cola industry." It is true that enterprises, especially small and medium-sized enterprises, have to differentiate themselves in marketing, so they must clarify their position in the industry and expand their perspective to get rid of the industry and get rid of the homogenization competition.

Recently, SIEMENS took the "telling the story of the common people" as the brand marketing strategy to shoot the "subway to Wing Chun". Through this similar documentary advertising mode, the relationship between SIEMENS business and the public was expounded, and the public's narrow cognition of SIEMENS was broken. Focusing on the domestic shoe industry, shoe enterprises can completely integrate the marketing strategies of SIEMENS and SIEMENS, and extract the essence part. From the production process and documentary mode, the documentary advertising mode of shoemaking production is introduced.

So, is the advertising marketing of this model enforceable for shoe enterprises? Because of the prosperity of the Internet, especially the social network, consumers are more likely to contact any part of the industrial chain and have more thirst for authenticity. As Xu Guozhen, director of Enterprise Communication Department of SIEMENS Northeast Asia, said, "now consumers are very easy to find out the truth and expose the deliberate and pretentious works of the manufacturers, so it is better to tell them the truth directly." Obviously, the change of marketing mode is closely related to the change of the whole communication environment. Shoes enterprises should adjust their marketing methods appropriately according to the changing trend of the times. At the same time, compared with the micro film marketing launched by the shoe companies nowadays, they have different similarities and differences, all in the form of "long advertising film" to show the brand or product of an enterprise. However, documentary advertising marketing has the advantages of easy to learn and low cost, though it can be adopted by shoe companies. In a word, documentary advertising marketing is executable.

There is a famous saying in the advertising industry: "I know that my advertising cost has at least wasted more than half, but I don't know where to waste it." Therefore, how to carry out advertising will not only waste money, but also achieve the best communication effect. There is no doubt that shoe companies can take the Internet as the main media and take young people as the target audience to play on the official website, micro-blog or professional video websites of shoe companies. Secondly, the traditional media as an auxiliary mode of spanmission. For example, print ads in newspapers to inform the audience of new advertising marketing methods launched by shoe companies, and add video sites to print ads, so that interested audiences can watch the specific content of videos. Shoe enterprises can also use TV media to launch. These traditional media are mainly aimed at other audiences besides young people. As a matter of fact, shoe enterprises should arrange their primary and secondary arrangements according to the age groups of their target consumers. In this way, it is possible to achieve accurate multi-dimensional advertising. At the same time, the production workshop of shoe enterprises can be opened to the media, the masses, and even the same industry, so that these groups can truly feel the shoemaking process and distribute the process of the visit in the form of news, thereby improving the publicity effect of documentary advertising to a large extent.

Examining the documentary advertising marketing of shoe companies may not immediately effect immediate results from sales performance, but as consumers' shopping rationalism is more rational, consumers must understand the deeper content of shoe enterprises from the perspective of documentary advertising, such as product quality, brand connotation, business philosophy and so on. At this time, it is easier to arouse consumers' desire to buy and form brand loyalty of consumers. Judging from the situation, documentary advertising marketing will be able to stand out in the endless marketing mode of shoe industry, and write a new chapter of brand marketing for shoe enterprises.