In today's media field, the use of two words with higher frequency may be considered "popular" and "divided".
With the rapid growth of the Chinese economy in the past 30 years, the Chinese society has undergone earth-shaking changes. China is no longer a stereotyped country with only one appearance and one brain. China has completed the evolution that other countries need to achieve in a hundred years. A rich and diverse modern society is taking shape, not only in the general sense of income, but also There are diversification of various indicators such as knowledge structure, occupation type, value concept, lifestyle, consumer behavior, and media contact habits.
It is undeniable that in such a social context, the development of the media market from the masses to the masses is no longer a trend, but a fact that is happening. Focus Media has put the price-performance ratio on the high media, which has quickly attracted the attention of advertisers and capital. The successful listing of Focus Media and AirMedia has made the media in the future. Along with the mass communication theory's attack on the mass communication model, all kinds of strange concept of diversity have come one after another: cinema media, campus media, bus media, hotel media, aviation media, hospital media, banking media, mobile media, gym media. Even the toilet media, various media outlets have repeatedly impacted people's eyes, inspiring people's imagination, causing tides of exclamation and ridicule. Talk about laughter, the mode of mass communication has become ubiquitous.
From the masses to the masses, the mass market has become a fragment with no dissemination value, and finally the traditional mass media has found a strategic support point for counterattack. Because it is also undeniable, the mass media is still an indispensable main choice for big brand advertising.
In the analogy of the terminology of war, the dissemination of the mass era is more about "equivalent". The media is like the air raids during the Second World War. It relies on the overwhelming bombing of the mass media. The "broadcast coverage" is the standard for evaluating the effect. Important indicators are the arrival rate, coverage, and cost-based costs of the public, such as CPM, CPRP, and the research company's data is also based on concepts such as circulation and ratings.
Today, the theory and practice of war has evolved into the concept of modern warfare with "accurately guided weapons as the core". Directly locking the target gives a heavier blow, which saves ammunition that is untargeted, reduces military spending, and reduces damage to innocent civilians to a lesser extent. This is the spread of the Focus era, "accuracy, depth" is a new standard for evaluating results. Firstly, the target consumer groups of the core will be locked in, and the advertisements will be intensively launched to achieve continuous, comprehensive and in-depth communication with the target consumers, and stimulate their consumption actions.
In the face of the long-term coexistence of mass media and mass media, and the endless war of words between the mass media and the mass media, how to formulate a media strategy?
A closer look reveals that in the practice of brand communication, the mass media and the mass media are not only contradictory, but rather a complementary and complementary force of opposites. But each has its own different market goals.
The “T†letter represents a “mass breadth coverageâ€, with the main goal of building a brand image and a strong backing for sales;
The “T†letter stands for “Deep Focus Communicationâ€, with the main goal of strengthening sales power, and is the sharp pioneer of the brand;
This kind of thinking and the development of the media strategy "T-type integrated marketing communication model" can bridge the debate between the mass media and the Focus Media. The harmonious integration of these two forces and the realization of different but coordinated communication goals on the two fronts is a powerful guarantee for brand marketing.
In terms of “mass breadth coverage†represented by a cross of the “T†letter, establishing a brand image is its main goal.
This “mass†includes not only target consumers, but also potential consumers in the future, but also a broader social population. In the target of communication, the pursuit of the coverage of brand information, the pursuit of popularization of brand impression, the pursuit of brand awareness and reputation. In practice, it can be seen that with the mass media's extensive dissemination of brand information such as “LV†and “Rolexâ€, it is only with the brand awareness and fascination of the public, that they have “LV†and “Rolexâ€. With the superiority of the products, there is a consumer who is eager for it. Therefore, the brand image established by “VW Bread Coverage†is a strong backing for sales.
In terms of “deep-depth communication†represented by the vertical of the “T†letter, strengthening sales power is its main goal. This "divorce" should firmly target the people who have more practical consumption, continuous, comprehensive and in-depth communication to stimulate their consumption behavior. In practice, it can be seen that the media such as “LV†and “Rolex†used for in-depth communication with target consumers are all focused media that can target the three high-income groups (high status, high income, high education), such as aviation magazines. . The realization of the consumption behavior of this part of the target consumer group not only saves the market cost to a large extent, but also has a strong influence on the public. The value of this impact will gradually be released in the longer time and space. Therefore, the sales force enhanced by “Deep Focus Communication†is the sharp pioneer of the brand.
Take the specific market practice as an example: “Pizza†is a famous brand. TV commercials are very strong. The dissemination of “VW Bread Coverage†is very good, the brand awareness is extremely high, and the dining time is overcrowded. In order to retain old customers and develop new customers, especially to increase the operating income of non-meal time (such as afternoon), the [Pizza Afternoon Tea] advertisement was placed in the elevator LCD network in the office building of Focus Media, firmly locked in the office building. I like to pull a female white-collar worker who often chats, which effectively increases the operating income in the afternoon. If this advertisement can be based on the details of the life of a white-collar woman, in a form that fits the aesthetic orientation of the target audience (such as Flash), a series of warm-hearted or humorous story-based advertisements with the background of “afternoon tea†are broadcasted in turn. Through white-collar women's frequent contact with advertisements in the elevators during working hours, interesting and vivid communication will make consumers feel familiar and intimate, and cause inner resonance, which will more likely to attract the interest of the audience. If you choose the flat mass media in the office building, you will distribute some coupons to better stimulate the consumption impulse of white-collar women. If you can plan some suspense, let white-collar women can participate in the text message by mobile phone, or combine online essays, collect photos, collect more interesting stories happening around them and reward them, this series of targeted actions must be It can lead to deep attention of white-collar women, close the emotion between consumers and Pizza Hut brand, achieve continuous communication with old customers, cultivate stronger loyalty, build brand goodwill among new customers, and stimulate desires.
In summary, for the complex and volatile market, any thinking about, isolation, and flatness is flawed. And the "T-type integrated marketing communication model", the emphasis on public and focus, the breadth and depth of emphasis, the emphasis on coverage and communication, the emphasis on brand and sales, the emphasis on both long-term and short-term, comprehensive and focused, will be very effective in formulating media strategies in the new era. Thinking mode.
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