VANCL is a prominent fashion clothing brand in China during this period. It appeared in the Chinese market much later than other brands. As for fashion clothing marketing, it wants to grab a place in a new market. , even if a large amount of marketing investment is made, the goal may not be fully achieved. Compared with VANCL's marketing strategy, it should be said that they understand the market very well, and what they do fully meets the needs of market entry and the necessary elements for marketing.
Pay attention to these aspects of VANCL's experiential marketing and integrated marketing. You can gain in-depth insights into the strategies of VANCL.
1. Internet viral marketing
The Internet is the most important channel for consumers to learn. When it comes to new brands and new products, the importance of the Internet ranks ahead of TV advertising for the first time.
VANCL uses an advertising alliance to place ads all over websites of all sizes. Because of the trial strategy, the click-through rate of ads is relatively high. Because of the large-scale online marketing, its comprehensive marketing costs are also relatively reduced, and The marketing effect and scale are far better than traditional media.
2. Experiential marketing
A good brand experience (or a bad brand experience) is much more powerful than a positive or negative brand image. VANCL uses the "VANCL trial cheerleading team" to get the new product BRA for free - the charming BRA try-on and experience activity strategy. Users only need to fill in the real information and mailing address to get the trial version. After consumers have tried VANCL products, they will evaluate them and communicate with other potential consumers. Generally speaking, the exchanges are positive (if the trial package is poor, the brand may be destroyed).
3. Word-of-mouth marketing
Consumers’ recommendations or suggestions to potential consumers can often contribute to potential consumers’ purchasing decisions. The overwhelming advertising campaign and the media's increasingly unfair public relations have reduced consumers' trust in traditional media advertising. Word-of-mouth communication has often become the most powerful marketing strategy for consumption.
4. Membership System
Similar to the Bertelsmann Book Club model, when you order VANCL products, you will automatically become a VANCL member without paying any membership fees or annual membership fees. VANCL members can also receive DM magazine as a gift, which serves as a link for information transmission and two-way communication between VANCL and members. The adoption of the membership system has greatly improved the sense of belonging of VANCL consumers and shortened the distance between VANCL and consumers.
From the above analysis, the Internet has greatly promoted VANCaL in three aspects:
A. Reduce marketing costs.
B. It greatly increases the speed at which brands occupy the market.
C. Consumers’ effective word-of-mouth to potential consumers through the Internet. From this data and cases, I think it can arouse a lot of thinking. On the one hand, it is how traditional enterprises use Internet new media tools to carry out effective marketing and promotion based on the mentality of consumers.
On the other hand, consumers' mentality and desire for consumer communication are themselves very valuable needs, and business transformation is also very convenient. Applications that help brands gather precise user products will inevitably be favored by businesses. Maybe this is what social commerce is supposed to do, it's just a matter of time.
Author: Huichuang Network www.hainanweb.net.