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Media Review Helps Agents Find New Brand Channels

2012/4/9 13:29:00 47

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Internet and professional media coverage is the main channel for agents to obtain product information.

Within the industry, the docking of brands and agents is blind, there is no standardized platform and authoritative source of information.

Therefore, many agents hope that the media can play a role as a bridge.

Wei Wencheng, general manager of Guangzhou gold Sports Underwear Co., Ltd., Beijing branch, said, "do

Agent

We must keep in line with the times and learn at all times.

I watch the news of underwear brand every day, pay attention to the media's propaganda and report on underwear brand, and every news behind the media may hide business opportunities.

How can a brand collaborate with the media to attract the eyes of the agents? Agents say that they attach great importance to the following key points in reading media news: the real agency situation of the brand in various regions, the size of the company, especially whether the company's financial strength matches its strength, the company's business ideas and future development, the current sales situation of the brand, the sales situation in the past five years, and the general conditions of the exchange rate, discount, decoration, training and other basic conditions of cooperation between the brand and agents.

In the media publicity, we can honestly explain the above real situation brand, so that agents feel sincere and long-term cooperation in sincerity, and can increase agents' right.

brand

The degree of goodwill.

After media interest in a brand, agents often conduct fieldwork.

"Media reports about brands are often too idealistic, and sometimes there will be generalised situations. I usually choose to go to the head office to do some personal inspection. My on-the-spot investigation is not only about products, but also on leaders of brands."

Wei Wencheng believes that choosing a good partner is half the battle.

The process of fieldwork is mainly to understand the brand owner's vision and future prospects for brand development.

"Not only to communicate with leaders, but sometimes to talk to designers.

The product is always the vitality of the brand, and the designer's level and idea are also the information I want most in the field investigation.

At the same time, agents said that "field visits" also included some "unannounced visits".

With regard to product quality, sales status and brand preference, agents can not

media

Or the leader's conversation gets the most real answer.

They usually like to make unannounced visits to the major stores in the city where the head office is located, pick clothes in the shop as consumers, and chat with the shop assistants and shopkeepers in order to get real information about sales.

At the same time, in the conversation with brand terminal salesmen, we can also feel the penetration of brand culture and the intensity of brand training.