According to the current development status of clothing enterprise brand WeChat advertising, the application valu
According to the current development status of clothing enterprise brand WeChat advertising, the application value of WeChat advertising is clarified, and combined with the advanced functions supported by WeChat platform, a personalized official WeChat account is put forward, and word-of-mouth marketing is carried out by using the circle of friends. LBS accurate information delivery, with the help of drift bottles to promote emotional marketing; Two-dimensional code scanning interaction, integration of media resources, and realization of three-dimensional marketing are helpful for clothing enterprise brands to carry out the strategy of WeChat advertising communication, and give full play to the advertising communication power of WeChat in combination with the characteristics of clothing industry.
First, the development status and application value of clothing enterprise brand WeChat advertising
Tencent WeChat's strong technical foundation, stable user relationship and growing user population, as well as the constantly updated and upgraded public platform, make the development foundation of WeChat advertising platform solid and full of development momentum. The development prospect of WeChat advertising is very optimistic. More and more corporate brands are switching to WeChat marketing, and the clothing industry is no exception. Recently, there are more and more official accounts of clothing enterprise brand WeChat on WeChat platform, and many official accounts of domestic first-line and second-line brands WeChat have begun to take shape. Many famous clothing brands, such as VERO MODA, Taiping Bird, Metersbonwe, Bang Wei, Bang Wei, Youngor, Seven Wolves and Seven Brands, have also done many successful advertising activities.
Wechat official account helps clothing enterprises to break the sales model of relying on offline sales terminals, realize online and offline synchronous marketing, take wisdom, mobile phones as the carrier and WeChat as the interactive platform, realize the temporal and spatial extension of the interaction between brands and customers, constantly tap potential customers, and make the brand realize the efficient integration of social, local and mobile. However, there are still many problems in the brand WeChat advertisement of clothing enterprises. Many clothing brands still continue the communication strategy of Weibo advertising, and regard WeChat as an online marketing channel, ignoring the profound and powerful advertising effect and application value of WeChat advertising platform. Only by giving full play to the advanced functions supported by WeChat, grasping the professionalism and comprehensiveness of push information, the richness of information forms and the diversity of activity forms, can the advertising communication power of WeChat not only be limited to WeChat platform, but also be further radiated to other marketing channels of clothing enterprise brands, which plays a vital role in the overall brand promotion.
Second, create the personality of the official WeChat account and use the circle of friends for word-of-mouth marketing.
Creating a personalized official WeChat account refers to creating an official WeChat account that conforms to the brand personality and tonality of clothing enterprises and highlights the brand culture and connotation according to the brand positioning of clothing enterprises, pushing brand-related advertising information to WeChat users, and carrying out various online marketing activities, so that the official WeChat account becomes an important part of brand image building of clothing enterprises. On the basis of establishing the official account of WeChat, with the help of the circle of friends and the powerful social network of WeChat users, we will study the content and form of information according to the situation and push the information that is helpful for users to share to the circle of friends [1]. Starting from the circle of friends, through sharing and promotion to all online platforms, attract more users to pay attention to the public platform of clothing brands, and expand the influence and popularity of clothing enterprise brands through word-of-mouth marketing.
1. wechat wechat official account design points. 1 accurate positioning. As an important part of the brand image building of clothing enterprises, WeChat official account must be accurately positioned in design and operation. The form and content of WeChat official account should conform to the overall image of clothing enterprise brand, highlighting brand personality and brand culture; 2 concise and clear. The interface of WeChat official account must be concise, clear and clear at a glance, which can meet the needs of users. At the same time, some humanized service sections can be specially set up according to brand characteristics to tap the potential needs of users; 3 unified and lasting. The avatar and background settings of the public homepage must be uniform and sustainable. Frequently changing the background of WeChat avatar and account is not conducive to users' identification and long-term memory of WeChat official account, and it is also not conducive to the establishment of close relationship between brands and customers.
2. Key points of information push design in circle of friends. 1 Offer and sharing complement each other. How to motivate users to share preferential information must have a "temptation" to stimulate the interest of the audience. The strength of concessions can be divided from the size of concessions, the number of free tickets and vouchers of the top few, and the strength of concessions can be graded according to the number and scope of sharing. After meeting the basic requirements, the more times you share, the greater the benefits you enjoy; The sharing scope can be extended to multiple social platforms, such as QQ Space and Weibo. The wider the scope, the greater the incentive. And the information shared in the circle of friends will be more credible and convincing because of sharing the identity of friends; Give a fixed time to share, get twice the result with half the effort. The information transmission on WeChat can't grasp the start and end time as flexibly as physical stores do activities. It takes some time to share and read information on WeChat, so clothing enterprises must pay attention to the "opportunity" of sharing, and indicate the start date and end date of the preferential activities when pushing the preferential information. This time limit not only helps users to participate quickly in a short time and achieve instant advertising effect, but also avoids the bad impression that enterprises publish false preferential information because of the expiration of activities. In addition, we should also pay attention to the object control of users sharing information, because the target consumer groups of clothing brands are different, and some activity information is aimed at specific target consumer groups. To this end, enterprises can "fix points" in activity requirements. For example, clothing brands release preferential information of white-collar women's new fashion women's dresses in spring, which can be shared with "white-collar workers" in the activity requirements. "Timing and fixing points" is helpful for clothing enterprises to control and grasp activities and promote and develop overall marketing activities.
Third, LBS accurate information delivery, with the help of drift bottles to promote emotional marketing.
With the positioning function of LBSLocation Based Service in the location service supported by WeChat, on the one hand, enterprises can put targeted advertisements according to the devices of target consumers; On the other hand, enterprises attach their own geographical location after releasing activities. When shopping, users can search the brands of clothing enterprises that are holding activities nearby by "checking people nearby" to find out the accurate geographical location, which is helpful to the development of marketing activities of clothing enterprises and put advertisements to audiences anytime and anywhere with the help of mobile terminals.
1. Find the right time and place. When using LBSLocation-based services, the precise marketing strategy of location-based services should take into account the time when WeChat users go online, that is, when and where users will check WeChat when they go out. As we all know, people who go out usually have free time to read WeChat only during breaks, so the high-frequency time of advertisements should be concentrated from 11: 00 noon to 13: 00 noon and from 4: 00 pm to 8: 00 pm, covering places such as airports, railway stations, cafes, teahouses and restaurants [2]. At the same time, the published activity information should be concise and to the point, so that the audience can see at a glance. Only by fully considering the consumption behavior and habits of target users and finding out the time and place of information push, can we expand and enhance the scope and effect of marketing activities with the help of WeChat advertising platform.
2. Innovative voice information. 1 The background music in the drift bottle should be designed according to the characteristics of the clothing industry and the tonality of the brand itself. For example, VERO MODA's brand is fashionable, European and American, and the background music can be English songs or songs with strong rhythm; For example, the brand tonality of Ding Yue, a subsidiary of Taiping Bird, is sweet, playful and lively, and its background music can adopt songs with cheerful rhythm and lively style. If it is a literary dress like lace, use soothing light music. Of course, the setting of background music should also be flexibly set according to the theme of drift bottle information. In any case, its purpose is to achieve a high degree of harmony between background music and clothing brand tonality; 2 The content and form of voice information should be constantly innovated. Just attracting the audience to open the drift bottle did not achieve the advertising effect, but also let the audience be interested in the contents of the drift bottle and reply. The interactive content of voice messages should try to find the same topics as users, which can combine hot topics and festivals, or choose some long-term topics, such as family and love. At the same time, the form of sound can also change constantly. If it is always a form, it will inevitably annoy the audience. You can send messages in the form of poems, jingles, stories, etc. And skillfully integrate the promotion information related to the brand to achieve lasting two-way communication with users.
Fourth, two-dimensional code scanning interaction, integration of media resources to achieve three-dimensional marketing.
Two-dimensional code scanning is the key point to realize online and offline connection, and it is also the most mature and widely used form of clothing enterprise brand in WeChat marketing. Enterprises will put the prepared QR code on the platforms that consumers can reach, and guide users to conduct elaborate marketing activities and further brand services through the network connection with the help of the "scanning" function of WeChat [3]. The online payment function supported by micro-store, micro-group purchase and WeChat enables enterprises to integrate major media resources, realize online and offline synchronous marketing and payment activities, give full play to related applications and diversified marketing forms, and realize three-dimensional marketing. Two-dimensional code provides a prerequisite for enterprises to carry out online to offline. O2O means online to office, which refers to the business processes that enterprises conduct online and offline at the same time. From online to offline, traditional offline marketing activities, payment behavior, user feedback, etc. It can be transferred to online, and online communication can continuously tap and add new consumers for offline. With the help of QR code, the marketing activities of clothing enterprise brands can be spread all over the target market. With the help of WeChat, marketing can be at your fingertips and you can interact with consumers anytime and anywhere. Diversification of activity forms helps enterprises to realize three-dimensional marketing, such as the combination of advertising and micro-movies, advertising activities and tourism, which can attract more users to participate in activities, enhance user stickiness, make the influence of advertising communication activities based on WeChat wider and deeper, further extend to other marketing channels of corporate brands, and deepen the advertising communication power of WeChat.
1. Make sure the information is true and accurate. Clothing enterprises must ensure the authenticity and accuracy of the information released. For example, after posting some preferential information, WeChat users scan the QR code and enter the publicity page of clothing enterprise brands. If they find that there are many conditions for the use of corporate discounts, coupons and vouchers, such as exclusive use by senior members and purchase of designated products, consumers will feel cheated. The so-called enterprise preferential information is just a cover, wasting traffic in vain, and then will not pay attention to the clothing enterprise brand. Wechat is a platform with high user autonomy. The brand of clothing enterprise guarantees the truth of the information released, which helps to build trust with customers and leave a good impression of honesty in the hearts of the audience. Otherwise, it will be counterproductive.
2. Realize differentiated information push. At present, the brand push information of clothing enterprises on WeChat is mostly in the form of mass information, with fixed form and content, without considering the differences of customer groups. Therefore, the brand of clothing enterprises should fully consider the classification of their target audience, such as by age. 18 ~ 24, 25 ~ 35, 36 ~ 45 Different age groups should push different types of advertising information. For example, according to occupation, students and white-collar clothing enterprises should also push different types of information according to their consumption behaviors and habits. Only by meeting the individual needs of customers can we really push.
To sum up, the three communication strategies of clothing enterprise brand WeChat advertising are progressive and in-depth, and they complement each other at the same time. The creation of personalized official WeChat account provides a prerequisite for the implementation of a series of strategies. The strategy of word-of-mouth marketing by using the circle of friends makes the brand of clothing enterprises carry out word-of-mouth marketing through the circle of friends, improves brand awareness, and attracts more people to pay attention to the official account of WeChat. The strategy of LBS accurate information delivery and emotional marketing with the help of drift bottles has tapped more potential customers for clothing enterprise brands and established and deepened the emotional connection between brands and consumers. The strategy of QR code scanning interaction is to change the content of communication and interaction with users from information exchange to shopping behavior, and further deepen consumers' brand loyalty. The strategy of integrating media resources to realize three-dimensional marketing broadens the influence of WeChat advertising communication, deepens the influence of WeChat advertising communication, and sublimates the advertising effect of the previous strategy in breadth and depth. Clothing enterprise brands can flexibly use these three strategies, keep up with the micro-era marketing trend, and give full play to the huge advertising value of WeChat platform.