"Communication Economy" under the "Financial Crisis" The "financial crisis" that originated in October 2008 swept the world. Today, the "financial tsunami" spread to the real industries of countries around the world like "viruses". Many enterprises shut down, stop, and turn. In particular, China's "manufacturing enterprises", the economic contraction, layoffs and pay cuts, have made a move "over the winter." In 2009, we will face very serious challenges – for most companies, the strategy can only be to tighten or reduce marketing investment and reduce advertising. As we all know, advertising is the core "weapon" for many companies to establish brands and drive sales, and it is also one of the larger costs of enterprises. In the face of the "severe winter" climate, corporate advertising needs to be very rational and pragmatic. Enterprises need to optimize media investment, and they need to choose media with higher cost performance and more effective effects. In 2009, for large and medium-sized enterprises that are marketing nationwide and globally, whether it is to use traditional media for “scale communication†or use new media for “precise dissemination†will be a crucial year. The use of new media to achieve the "precise delivery" effect of advertising, whether it is "market intensive work" or "brand blasting" will be challenging. This article will analyze and suggest the emerging "outdoor media, online instant messaging media" strategy. Don't put all the "eggs" in one basket Entrepreneurs and CEOs often like to choose and use traditional media such as TV to carry out “scale communication†when they are doing marketing strategy, promotion and overall brand communication, in order to achieve marketing and brand goals, especially in the Chinese market. The rate is very high and fast. However, due to the “noisy advertising environment†and “costs soaring†and the rapid rise of new media, the role and effect of traditional advertising has been severely affected by the slippery skulls. Going forward, advertising second." Therefore, when “advertising environment is noisy†and “costs are skyrocketingâ€, entrepreneurs and CEOs can completely reduce the “scale spread†of traditional media, and use the emerging “outdoor media, online instant messaging media†to spread, Put all the "eggs" in a basket, effectively carry out the "integration and subdivision" of the advertising resources, to achieve the effect of reducing costs and reducing risks without affecting the spread. Implement accurate advertising and consolidate key markets Focus Media CEO Jiang Nanchun summed up the emerging "outdoor media" features: more vivid, more precise, more interactive, more free, and more economical. Especially in the three aspects of “more precise, more free and more economicalâ€, “outdoor media†can be economically, flexibly and accurately spread: it can choose to focus on expanding the market and key sales areas, and supplement the “scale spread†of traditional media. And individualized communication, or make up for the shortcomings of traditional media, in order to focus on expanding the market and focusing on sales areas. "On-site prompts to buy class" accurate dissemination: mainly such as shopping malls near the street signs, supermarket electronic screen ads, bus shelters, car body advertising, store posters and so on. These advertisements can be accurate to a certain city, a certain street, a certain store, a certain road car body advertisement, a certain car shelter... The advertising audience is more targeted, especially for consumers who come to shop. The brand is free of consumer groups to conduct on-site purchase guidelines and tips. In 2007, Coca-Cola, Qingyang, Rejoice, Yili, Red Bull, McDonald's, Fangtai, Amway Nutrilite, etc., with their good advertising ideas and new technologies, strong visual impact, and precise coverage, to a greater extent The company realized the accurate dissemination of their “on-site prompting purchase class†and realized their annual sales targets of key markets and key sales areas, as well as brand blasting and brand building goals. "One-to-one communication" precision communication: mainly such as elevator frames and electronic screen advertisements, light boxes, neon lights, flat posters, bulletin boards and other advertisements in large and medium-sized urban living quarters and high-end office buildings. These advertisements can be designed according to the specific conditions of the living quarters and high-end office buildings, and design different styles, different appeals, and different forms of "one-to-one communication" precision communication advertisements. For example, enterprises that make infants' home appliances, food, and daily necessities can choose their own living quarters that can match the company's winning strategy to achieve accurate economic and effective advertising effects; such as some high-end daily necessities, office supplies, etc. Enterprises can also choose their own high-end office buildings that can be consistent with the company's winning strategy after the investigation and analysis to achieve accurate and effective advertising results. Especially the elevator frame and electronic screen advertising, its near-zero visual distance and strong visual impact, due to active acceptance of advertising, repeated exposure frequency, low advertising interference, will be extremely impressive. Moreover, the "one-to-one communication" precision transmission can be locked in the high-end consumer groups in high-end business, commercial and residential, residential buildings, they are the main consumer groups of the city. "Advertising form and technology integration" is accurately transmitted. The emerging “outdoor media†has already been integrated into the “technical, business, terminal, market, and industry†five major stages of development. Therefore, they can fully stimulate the audience through five major integrations through more visually appealing advertisements. Successfully attract the attention of consumers and choose to buy. For example, the use of “hybridization†or “marriage festival†between plane and electronics, motion and static, breaking a single form of advertising and technology, while combining business, terminal, market, and industry, allowing consumers to resist advertising, appreciate, and accept advertising. change. Internet: Efficient online communication, marketing media The Internet has entered the ranks of mainstream Chinese media. In 2008, the impact of various forms of Internet communication on consumers has actually reached 9 percentage points, up 93% from 2007. Considering the factors of influence change, the network has become the second medium of influence, and development. The speed is much higher than the top TV media - the future belongs to the Internet! Hu Qiheng, chairman of the China Internet Association, clearly stated that through the 5.12 Wenchuan earthquake in 2008 and the unprecedented 29th Olympic Games, the Internet has entered the mainstream media in China. In 2008, China’s online communication was more successful than Wang Laoji! Under the planning and execution of a network promoter company in Beijing, “Wang Lao Ji†used the focus of the Wenchuan earthquake and the huge event of “donating one hundred million†to make the sales of “Wang Lao Ji†of the big and small supermarkets overnight. "If you want to donate, donate one hundred million, you want to drink and drink Wang Laoji!" Through the mobile QQ and MSN, e-mail, online forums, blogs, etc. spread throughout the country, Wang Laoji brand value soared! This is the great success of "precise advertising" and "network hype"! The spread of the Internet and the emergence of search engines have enabled news to be known to 285 million Internet users in China in the early days (currently, the Internet has increased by 138 per minute). Faced with such a rapidly developing "network" target consumer group, companies can use small investment, through news planning and news public relations, create focus, trigger viral communication, communicate with consumers, establish brands and enhance sales. "Severe winter" is covered with a warm cotton jacket. Accurate, effective, and win-win communication is a good communication The emerging “outdoor media and online instant messaging media†directly communicates and communicates with the end user groups, effectively avoiding many difficult problems such as the arrival rate, efficiency and low user selection rate of traditional media. It enables relevant media to release monitoring data for effective quantification. In 2009, enterprises can fully utilize the emerging “outdoor media and online instant messaging media†to enable their brands to achieve “brand blasting†in key markets and key sales areas, and to double sales and win sales. Under the "financial crisis" and the new media environment, the principle of corporate brand communication should be: accurate, effective, and win-win communication is good communication. Enterprises use new technologies and new media to achieve greater and better communication power, realize the overall brand communication from advertising to corporate culture, and achieve win-win sales. Child Hats,Baby Hat,Kids Hats Goldenway Craft & Hats Co., Ltd. , http://www.zjfedorahats.com