How Do Footwear Agents Inform Products?

After nearly 20 years of development, the market competition has become more and more intense.

As an important means of brand building, advertising has gradually spread from the "air raid" of shoe enterprises nationwide to the "street fighting" of regional markets in all provinces.

How to make effective advertising in the regional market has become a problem of eyebrow in front of the shoe dealers in all provinces.

As we all know, choosing the right advertising method, reasonable time and precise audience can make the best use of limited publicity funds.

On the contrary, it has wasted more funds, but has not received the expected effect. From top to bottom, there are only complaints, and lose confidence in many advertising media.

The author combines the current status of advertising of shoe business agents in various places and summarizes the 4 ways of effective advertising in regional market advertising.

　　第一招：锁定目标受众群　　　

Everything has a corresponding audience, and so is advertising.

Before we put in advertising, we must make clear the current focus of our enterprises and brands in the local market.

According to their own development situation, the potential audience of advertising is analyzed and locked up, and the necessary advertising campaigns are carried out selectively.

For example, when some brand channels are not yet perfect, they blindly follow suit and imitate the channels and terminals that have already been built and formed a large scale operation brand. Blindly choose to advertise in TV and local public newspapers, trying to strengthen consumers' impression of the brand and attract more channel merchants to join, is obviously unwise.

It is hard to say that these brands are difficult to touch consumers' desire to buy because of the imperfect channels. Even though some consumers are paying attention to the brand temporarily, their channels and terminal construction are not in place, and they do not have the convenience to purchase, so they give up buying.

If it is targeted at the two or three level market of the terminal dealer's investment promotion advertising nature, the choice of such media is not accurate enough.

Even if there is money, people outside the industry will not rush to choose this brand to join in the investment. We must know that there are too many investment fields, such as stock market, fund and bank savings, which can meet the basic needs of making small money.

Therefore, no matter what advertisement is to be done, we must first accurately lock the audience of our advertising and achieve targeted.

　　第二招：选择针对性强的媒体途径　　　

At present, targeted groups of advertising agents can be broadly classified into two categories: one is the distributor of the two or three level market, the other is the potential mass consumer of its brand positioning.

Due to the different development of market media around the world, there are not many media to publicize specifically for regional market channels.

Therefore, many in the absence of industry media market, some agents choose the inter city bus mobile TV advertising as a propaganda carrier, wishful thinking that the number 2, three dealers on the main pport advertising should be effective, and bus advertising can potential consumers brand promotion.

This seems to kill two birds with one stone. It is like looking for a needle in a haystack, with a very low probability.

This advertisement has limited coverage to consumer publicity, and it is difficult to produce substantive advertising effect.

If we want to make pure investment advertisements and promote channel influence, the author suggests that we should use professional trade magazines that can cover the local market as advertising channels.

Because of its professionalism, audience groups are more targeted.

Basically, it can reach 100% audience rate.

If it is aimed at consumers' brand promotion, it is necessary to first define their brand potential target consumers.

If the sports shoe consumer group is 80% young people, then it can be put in some fashion, entertainment and sports TV programs or similar media.

And the target consumers of leather shoes can choose according to their brand's market positioning.

If there are targeted at high-end business consumer groups, and targeting the low-end mass consumer groups.

Leather shoes for high-end business customers can be put in newspapers and some economic TV columns or newspapers of the same nature. The shoes for mass consumption can be put in some local newspapers with larger coverage of hot TV dramas and larger coverage. Women shoes can be selected as TV programs or fashionable consumer magazines such as beauty, fitness, etc.

A very successful example of such advertising is KAAPA, which has been fashionable among young people in recent two years. KAPPA has originality in advertising choice.

Selecting some fashion TV hosts, sponsoring clothing, effectively locking their target consumers, on the other hand, through these beautiful hosts, they show their products in a three-dimensional and real way, highlighting their own product advantages, thus driving the purchase of consumers.

Therefore, to identify the brand positioning and target consumer groups to choose suitable media to advertise and spend a limited amount of money can get twice the result with half the effort.

      第三招：用好的创意来宣传自己的产品优势　　　

A good advertising idea should attract the audience like a trumpet. The prominence of the product will be as touching as a piano piece.

Seen too many shoemaking dealers, simply take corporate promotional videos and POP pictures, simple spokesmen plus pictures of shoes, directly to do their own regional market advertising.

It can not be said that it is not good to do so, but this way ignores the different regional culture and the lack of unique creativity.

Good ideas come from the combination of local market culture and customs.

For example, the advertisement of Jin Liu Fu liquor, from "I have a happy event, golden six blessing wine" to "Mid Autumn Festival reunion, golden six blessing wine", "Spring Festival return home, golden six blessing wine", on the one hand, highlighted their own culture of happiness, on the other hand, combined with the Chinese people's emphasis on marriage, reunion, Spring Festival and other happy days, they must also drink and help the day, combining their products propaganda from the material realm to the spiritual realm.

Comparatively speaking, most shoe industry agents are less creative in advertising. They lack originality and depth, and are obviously cold and indifferent.

　　第四招：选择合适的投放时间　　　

The essence of advertising is through the dissemination of information, to the audience's feeling, vision and hearing to repeat "blow", thus forming brand awareness.

The well-known "brain platinum" advertisement is a good example.

The same is the same as the sales season of shoe products.

It is the advertising language and animation that we use "not to receive gifts this year, to receive gifts on the festival," to repeatedly attack the potential consumer groups and promote the promotion of brands and products.

In holidays and other gift market sales season, it is more publicity and repetition.

It leads people to think of gifts, and naturally think of melatonin. When they think of TV commercials, they naturally think of this jingle.

Therefore, although this advertisement is generally creative, it achieves excellent results.

The investment season of footwear industry is mainly concentrated in 6 to August every year.

The peak season of sales is mainly in season and holidays.

Therefore, before the arrival of the peak season, we should publicize the investment promotion advertisements for the channel dealers. When the selling season is coming, effective brand publicity for potential consumers will not only enhance brand awareness, increase the confidence of the two or three level cooperative dealers, but also achieve a substantial increase in sales performance.

Therefore, because of the unclear positioning of potential target consumer groups, improper selection of publicity media, lack of attention to advertising creativity and product advantages, and disorientation of advertising time, shoe industry agents do not make rational analysis, but complain about poor advertising results after advertising, which not only wastes propaganda funds, but also affects manufacturers' relationship.

We should look for the reasons in the above four ways, make a reasonable marketing advertisement plan with limited funds, targeted and selectively, and achieve good advertising effects and market returns.