Watch Traveling Report: Deluxe grand anniversary celebration, the distinguished members of the club activities detailed, spending billions of dollars of chariwatch activities, lavish flagship store grand opening ceremony, the highly anticipated news conference, his best interpretation of the romantic legend of the brand, starry ceremony, so that raspberry star hype man and so on, the already immaculate luxury brand, public relations activities for gem rich with infinite extension.
However, successful public relations strategy is not just a luxury brand new form, but also through the grasp of the details bit by bit, the luxury brand's unique brand symbol, brand culture and brand effectively displayed, and the greatest possible Most people's identity, at a specific time, a certain distance to the consumers a unique experience.
Details, emotions, distinguished wells
Married, is a luxury brand's public relations activities always a prime principle, by matching venue, arrangement of the scenes match the specific point of contact with consumers and effectively communicate the brand meaning, brand-grade sense of self-evident.
As early as two centuries ago (1820), Vacheron Constantin and China had become attached, Emperor Xianfeng in 1860 also specifically ordered from the Vacheron Constantin pocket watch a blue enamel decoration, and later the National Palace Museum has acquired over two Vacheron Constantin clock. So, 11 years ago, that is, 1995, when Vacheron Constantin inroads into the Chinese mainland market to play a "return to China of Vacheron Constantin" slogan, and one to address a press conference aimed at National Palace Museum. Forbidden City as a treasure house of Chinese traditional culture, and its special symbolic meaning and Vacheron Constantin brand meaning heavy and steady coincided, so had never done business activities for the National Palace Museum, it had to make an exception.
Moving the information eye-brand his right
Luxury goods, because the fine, so you; however, but also because less, so even more precious. Luxury brand opened a dictionary of common words, we may be surprised to find that "limited", "label", "high price", "tailored", "unique" word tops the list and so on. It is obvious that in the event of external release of information, the luxury brand good use of these fascinating but daunting effective information point, in the media widely advertised, so that even the most most people will never become a customer people know, lead to eye of the sensational effect.
For example there is a watch in the world is only 1999, which has three were sent to the Spanish director Pedro Almodovar, the U.S. director Robert Altman, the Japanese director Akira Kurosawa, and only 17 in China, famous actors in China Cannes winner Jiang painstaking only get from a dealer there. Another example is the launch of Montblanc Memorial since 1992, limited edition of famous artists, has been insisted only produced for each series in the world 4810. Patek Philippe and a watch from start to finish every watchmaker independently by a train, a watchmaker that at least 10 years, the average price of each watch up to 13 thousand to 20 thousand U.S. dollars The company has set up a half century, only the total output of about 600,000, has a form to become a Patek Philippe watch enthusiasts prominent signs aristocracy.
Many luxury brands are hidden behind a little-known story of tragic love, or touching, or the arduous journey as an entrepreneur, or an unexpected source of inspiration, the luxury brand is a very good master to tell their stories . Gucci This well-known brands in Florence, Italy, since 1920 GuccioGucci from a privateclothingstore business, has been a monopoly of fur garments and ornaments to attract a large number of horse upper-class customers, in the 20th century to the fifties and sixties quickly became synonymous with elegant rich, but as the family legacy of struggle led to poor management and almost destroyed the old luxury brand. Until the 20th century, a legendary designer Tom Ford took over Gucci, to overturn the original noble and dignified and market positioning to replace decadent sexy, and even Gucci Gucci family into the scandal, and bored with the brand's personality interpretation , near the fashion industry was passing on this sought after luxury brand Tom Ford also reached a zenith.
There Vacheron Constantin in 1901 in Rue des Moulins set up the museum in 1994, Vacheron Constantin private museum re-opened December 8, 2004 Vacheron Constantin House (Maison de Vacheron Constantin) re-opening, etc., as Vacheron Constantin, the current president Claude- D Proellochs said, they have multiple meanings of "space" in addition to visitors who display a range of valuable antiques and works of 18th century clocks timing the workshop situation, but also to the people telling those who create the history of Vacheron Constantin and future "human" story. As long as someone is willing to talk about that story, someone willing to listen, together with legendary interpretation of the story behind the luxury brand has become a public relations activities most effectively convey the brand culture and brand an integral part.
Advertising public relations work, "low key" to create a luxury
Fully developed just like a young girl, Advantages and Disadvantages at the same time, can not help but secretly want to attract the opposite sex. Luxury brands, while maintaining their modesty and elegant manners, it would also hope to become more cameras. So naturally the media played a luxury brand as consumers to communicate with the intermediary. Luxury brand has an internal public relations activities of the press itself, responsible for the effective control of the spread and use of external forces, and even the external media communication system integrated into its own, create a continuous and level, the impact of positive information. At the same time also control the news News distinct issues-oriented and positive elements, set the communication issues through proactive, especially tailored for the target high-end media issues, to the internal communication channels and external communication channels, the depth of integration, full three-dimensional structure promotional platform for the formation of extremely beneficial knock-on effect of information dissemination activities.
Cartier Art Treasures Exhibition of 2004, the Shanghai Museum in the media, the purpose of strategy is very clear, that this brand contribution and Exhibition (Brand Building & Exhibition Awareness), the influence of the media as a key (Key Influencer) to treat the trust of the media, with the media as far as possible to provide all the information needed by the media, two months before the exhibition in Beijing and Shanghai, respectively, held a press conference, in addition to special media arrangements for the important activities, returned to the second-tier cities were unable to attend the media Send press releases and ongoing activities of the two-month process that information, all the media together to create a kind of concerted efforts in this exhibition of the world's most spectacular grand debut coming flu. Cartier period is also working within the information center to communicate with the media, point by arranging media interviews, the official website, the media and so seemingly small mapping areas, as much as possible before the show to create the media feel the atmosphere of the exhibition when the follow-up reports, the importance of depth of coverage after the exhibition and media Cartier enhance the brand and grade of cognition, then they are taught the media go to effectively influence consumers. Finally, Cartier, according to the statistics, in the warm-up activities from February to the end of October all the activities of 8 months, Cartier attracted to newspapers, magazines, websites, radio, television and other media, a total of 449 size and made effective coverage, equivalent advertising value of 34,114,764 yuan.
Luxury brand so keen on large-scale public relations activities, largely by the brand's overall media strategy of the decision. Because very few select top luxury brands mass media advertising, they are more inclined to use some special activities with the target customers and building long-term friendly relations, and the circles in their effective word of mouth. They usually do not rely on conventional media advertising, or on the retail end of the vivid soft spot for unconventional or unique preference for sports events, because they always believe that "good product speaks for itself," and " low-key "will make the brand more" luxury. " Ranked as a luxury car brand Bentley's boss, on entering the Chinese market, only a small number of high-end boutique magazines are one of the few print ads and content. Bentley's main channel for brand building, or rely on word of mouth. The Bentley is concerned, it's the consumer who is not an ordinary control, but the princes and knights, is the supreme symbol of Bentley seamless. So how do you reach them? To attract them? Bentley brains. Bentley, 2005 in Beijing, Shenzhen, Shanghai held a three to charity-based welfare activities, were invited to hundreds of Bentley owners and related customers, raising a total of more than 120 million donated to the China Charity Foundation, China hopes projects, showing the whole of society Bentley addition to the "expensive" than, or a love of public welfare and a strong sense of social responsibility of the noble brand. Held in Shenzhen, for example, "Life Academy - Bentley Golf Tournament and Charity Night" event, a total of 80 entrepreneurs Duval Course at Mission Hills in Shenzhen, took part in the game. High-level golf competition, and the whiskey tasting charity event, Christie's auction, classical music, to the last 50 million donated to the charity Youth Foundation of Guangdong Province hopes the project, all reflect the good taste, exquisite life. Bentley also alleged by the golf tournament this year, the occasion, invited VIP gun owners went to Crewe in the UK plant, first-hand experience only move 6 inches per minute, each vehicle will take 16 to 20 weeks to complete the assembly line . Marveling at his "working slowly and deliberately," while their owners are not consciously become Bentley's "brand ambassador", dedicated to the obligations in the circle of friends to promote the brand concept of Bentley, Bentley has been used successfully establish a strong word of mouth brand image, by such as "Life Academy" this way of life of the feast, conveyed the "reward yourself, help others" philosophy of life.
This is known as a luxury brand public relations routine, locked in a glass palace, the grand performance, prompting the crowd could not help but stop and watch the past, the light has not enough money to buy the tickets from, but also have enough identity and status to melt into the circle. Such and such, the luxury brand has always give people a sense of distance, mystery, a love-hate relationship ambiguous pleasure, full exudes a fatal attraction, but do not want to be fully understood, with the narcissistic type of attitude you playing hard, never fully satisfy your desire.
Related Articles: Luxury Creates Romantic Classic
No comments:
Post a Comment