BENEFITE: "Where's beef?"
Then, where is beef?---- Where are the benefits of brand interactive communication? From many cases, we can easily summarize:
1. Reduce marketing costs. For both partners, they can use their funds, channels, and personnel to communicate their brand information to consumers. For example, advertising on the mass media requires a huge amount of money. Some brands may be looking for other brands to share the cost due to lack of strength or tactical considerations. It is also possible to use the existing sales channels of the other party to avoid having to lay another communication channel, increase labor costs, or increase other expenses.
2. Expand the reach of the brand. Brands need to have a greater exposure range and a higher frequency of exposure in order to increase their visibility or reach consumers. In an environment where the media gradually divides and the information is increasingly noisy, companies are seeking brands to display opportunities as much as possible. Using the marketing communication model established by other brands to promote is undoubtedly a new channel that breaks through tradition. For example, there are several washing machine brands that are recommended to consumers on the Acrylic laundry detergent package.
3. Can enhance or consolidate the brand image. The interaction between a long-established brand and a strong brand allows consumers to create a brand identity similar to that of a strong brand. Or the interactive communication of two brands with similar positioning can be consolidated with each other. In many cases, through cooperation, a brand has the opportunity to use the image of another brand to change consumer perceptions of it. In the joint promotion of the Milking Company and Sony Americas Entertainment Inc., which were designed by the marketing agency of Jimaletti, young people who purchase a milk-producing company's products will have the opportunity to win a Sony computer entertainment system. After the implementation of this plan, it will immediately be seen. For the company, this means that the brands of dairy products have increased Sony's branding opportunities, making them closer to their goals. In return, Sony increased its chances of appearance in front of its target audience. The cooperation between TCL and McDonald's during the World Cup in the previous example also shows TCL's desire to use McDonald's brand image, establish world-class Chinese companies, accelerate the internationalization process, and create international brands.
4. From the perspective of consumers, interactions between brands in marketing often allow consumers to meet their needs with less cost or less effort. These humanized measures make the brand more affluent and will greatly benefit its brand image.
QUESTION: Issues That Should Be Noticed
1. The value of inter-promotion communication between brands should be quite similar. Newly listed or repositioned brands should not participate in interaction. Because they are easily concealed by the glory of a more stable brand.
2. Interactively communicating brands should have their own advantages. This is the basis of interactive communication. It should cultivate its own advantages, such as building its own communication channel, rather than relying on other brands.
3. Pay attention to the difference in positioning between brands and their goal orientation. For example, if the partner brand is positioned in the high-end market and the other is the low-end market, then the two are not suitable for interactive communication. The interaction between the two can only lead to the consumer's perception of the brand image.
4. Do both brands have the same consumer group? The needs of different consumers are also different. Underage consumers are less likely to care about car advertisements; male consumers are also less likely to care about the promotion of women's cosmetics and accessories. Therefore, despite the many advantages of the brand's interactive communication, it is still necessary to analyze the effective needs of consumers before acting.
5. Can competitive brands participate in interactions? In general, brands participating in interactive communication are rarely competitive brands because there are very few brands that allow competitors to intervene in their target markets. However, the situation is not absolute. In today's "customer-centric" marketing concept is gradually taking the mainstream position, even if it is a competitive brand, there are sometimes consistent interests among them. In this way, even a competitive brand can have a platform for cooperation, and there will be a foundation for interactive communication between brands.
SOLUTION: Brand Interactive Communication Solutions
Today, with the consumer-centric marketing concept as the dominant trend, all actions of the brand should proceed from the interests of consumers and stand on the perspective of consumers to think about the strategies that should be adopted. This is also true of marketing communications. Therefore, the setting of the brand's interactive communication program should be as follows: Analyze the consumer ---- look for the brand the consumer may contact - evaluate the brand and the feasibility of cooperation - decide with the brand Cooperation.
Analyze the consumer: First of all, we should analyze the target consumer's demand type and life form, and then get the data to be the basis for the second step of the plan.
Look for brands: Find the more influential brands that target consumers may be in contact with based on the target consumer's behavioral characteristics and consumption patterns.
Evaluation Brand: Combine this brand to evaluate the brands (potentially co-brands) that target consumers can contact. It evaluates its brand positioning, popularity, reputation, etc., makes judgments on its overall image, integrates each evaluation factor with the brand, and evaluates the feasibility of cooperation so as to analyze the interest points and risks of cooperation.
Decide to cooperate: After weighing the pros and cons, decide whether to cooperate with the brand. The next step is negotiation, signing, and other procedures. We will not go into details.
-- China Packaging Design Network