Strong Gesture "Gesture" Marketing Enterprise Promotion Is An Opportunity.

In a series of new ads launched before the "power tyrant men's wear", the posture of "driving tyrant" is constantly on the stage.

This is the first time in Jinjiang advertising that we emphasize a gesture to strengthen the brand image in the eyes of consumers.

In addition, Lining's "hero gesture" and Pepsi Cola's "love China" gesture have provided us with reference to gesture marketing.

At the gate of the station.

The son looked at his father's leaving and shouted, "rest assured!

I will do it well! "

The father did not turn around, he raised his hands and put up a posture of "strong fighter".

The son behind him smiled, tears in his eyes.

...

This is a copy of the new ads "father son" in the Olympic Games.

In addition to a series of advertising films such as "husband and wife", "parent-child" and "brothers", the hero has raised his hands and made vigorous movements to make the gesture of "power fighter".

This is the first sign of gesture marketing in Jinjiang's brand advertising.

"Emphasizing an action can also become a brand's" brand symbol ".

This helps brands stand out in today's increasingly sophisticated communication environment.

Liuhe Shenlong marketing planning agency strategy director Zhang Fasong believes.

There is no precedent in marketing circles to emphasize action in brand promotion.

Lining and Pepsi Cola launched their own brand gestures.

　　“勁霸姿勢”將成品牌符號

In Jinjiang enterprises, there was little practice of gesture marketing before.

How does the real power company think of it?

Wang Gang, the planning department of Limited by Share Ltd, told reporters that "the emergence of" power tyrant gesture "is a natural process.

In mid January this year, Pepsi officially announced the launch of the 2008 "love China" plan, specially designed a gesture with thumbs thumbs up.

In the advertisements such as "the wrist wrench", "the courtship", "the football chapter", "Gerry Jeff loves China" and so on, all the above gestures appeared, hoping to make it popular among the target groups during the Olympic Games.

In June this year, the Olympic Games refueling gesture was released uniformly, with two thumbs gestures coincide with Pepsi gestures.

This is also in the invisible for the hundred things "boost the flames".

As one of the important contents specially formulated for the 2008 Olympic Games, Lining also held a press conference at the end of last year to issue the "hero gesture".

Lining and Guo Jingjing, Yangling, Xing Aowei and others put together the "L" gesture at the press conference, which represented the initial letter of Li-Ning with the capital letter "L" as the form.

And its deep information is a set of words beginning with the English letter "L": Luck, Love.

I hope it will be a way to encourage Chinese athletes to work hard on the field and bring good luck to athletes.

In the recent Lining brand advertisement, there has been Lining's heroic gesture.

Around the "hero gesture", Li Ning Co has also planned a series of activities to promote.

"Gesture is also an important force. During the Olympic Games, many brands of advertising bombing, with gesture to spread the brand can be regarded as a personalized approach."

Zhang Fasong said in an interview with our reporter.

Zhang Fasong believes that the current advertising environment is more complex than ever, and "noise" is increasing.

There are almost more than 10 brands of the same kind of products. During the Olympic Games, the advertisements of the same product brand tend to be identical.

Under such circumstances, the promotion of "brand symbols" is very important.

And repeatedly emphasizing a simple gesture or gesture is a good way to highlight the "brand symbol" so that the brand can not be drowned in the "advertising war".

During the Beijing Olympic Games, a new advertisement was launched.

On the surface, it takes nearly one hundred million of the time to buy gold, but the advertising content seems to have nothing to do with elements such as Olympic Games and sports.

"In fact, the posture of fighting, advancing, striving, pcending, winning and so on embodied in the posture of the powerful fighter is exactly the spirit of the Olympic Games."

Wang Gang said, "on the one hand, we do not want to be overwhelmed by many Olympic elements and focus on life scenes.

On the other hand, every one of us is watching the Olympic Games, and it is also through the spirit of the athletes that we can encourage ourselves, correspond to our own life, and work hard for our wives, sons, fathers, and our families.

This time we launched the slogan "give you such a man" and pass it on to everyone irregularly: as long as we dare to take on it, we should be entrusted with it and strive for progress. Everyone can be a gold medal winner in the sports field of life.

Gesture marketing or "virgin land"

In fact, gesture as a way of expressing emotions and gestures has been widely used by people.

Not to mention that street dance gestures have become the everyday expressions of the HIPHOT family; they are "middle-aged people" who are inarticulate and tend to use gestures instead of words to express emotions.

Some personality gestures are also signs of specific things.

For example, Ronaldinho will display his "six" gestures every time he scores, which attracts many fans who like him to follow suit.

What does this gesture mean?

The most widely spread view on the Internet is that this represents Ronaldo's brand name "Nike".

In this way, "gesture" has become a powerful tool for brand communication.

Gesture, as a feasible means of brand communication, can not be used easily.

At present, Lining and Pepsi Cola gesture promotion has been "resistance".

Although Lining spent a lot of time in "hero gestures", some people came up with Lenovo shortly after his launch, commenting on the Internet that the gesture was like "pistol".

Pepsi's efforts to instilled "love China" in the thumb gesture also made a lot of effort.

Yao Jun, author of the analysis of Pepsi Cola's 2008 Olympic year strategy, analyzes the risk of Pepsi promoting new gestures in the article: different gestures represent different meanings.

Traditional single handed thumbs mean compliments, while Pepsi innovates thumbs and defines the meaning of "loving China", but the frequency of this meaning may be limited.

Whether many things can be popular among young people is not decided by the subjective consciousness of businessmen.

Although Pepsi is a strong company, it is very difficult to create popularity by relying solely on one's own efforts.

Moreover, young people are the most reluctant groups. Many times they are more willing to express their feelings in their own way. For example, forced instillation requires not only to invest in higher costs, but also to cause them to be rebellious, and the results are counterproductive.

So what issues should we pay attention to when creating gestures or gestures for brand communication?

Zhang Fasong said that in creativity, one should consider whether the gesture itself meets the living environment of the audience, and the two is to consider the combination of gesture and brand concept.

It is easier to popularize familiar and acceptable gestures among target consumers, and it is also easy to arouse the recognition and sympathy of consumers in their hearts.

Some gestures that are suitable for young "fashion" are obviously not suitable for a brand with a solid image.

"When considering the mode of communication, we should also consider whether this way can reflect the core values of the brand, and whether we can grasp the psychology of the corresponding target consumer groups."

In addition, Zhang Fa song also suggested that once the brand symbols such as gestures were identified, enterprises could maximize their performance.

Take the example of "power company", "the company can focus on existing resources, maximize the power of this symbol, and promote it through any channel and props, so that the mainstream population will have a good understanding."

Zhang Fasong commented, "gesture marketing is still relatively rare in the industry at this time, and promotion is an" opportunity ".

The "strong posture" with both hands raised and inspired by arms has evolved more from its brand logo.

LOGO, which has been adopted since 1996, has always retained the basic form of this gesture.

Through the slogan "dare to compete with the world" and "strive for life" and so on, the meaning of struggle, encouragement, effort, victory and success in the posture of "driving force" has been gradually revealed.

"In fact, before we launched the new advertising film, the meaning of this gesture, and its relationship with the power fighter, has long been popular among the people."

Wang Gang gave a demonstration to reporters.

He entered Baidu's image search engine with the word "power tyrant". The result of the show is not only the advertising pictures of men's clothes, but also many of the netizens' self gesture uploads.

The planning company also deeply recognized the relationship between this posture and the brand of the strong brand.

At the time of the Olympic Games approaching, strong competitors took the two moves in brand upgrading. On the one hand, they changed the new logo, and on the other hand, they launched new commercials.

Wang Gang disclosed that in this process, whether it is responsible for the new design of langtao company, or television advertising production company, they all agree that this gesture represents "power".

"What we need to do is to inject more brand meaning into this gesture."

When preparing to shoot an advertisement, in the original comparison manuscript, it is precisely because of the current plan that the connotation of "strong posture" has been well excavated, "the company executives decided at once."

Wang Gang recalls.

"In the latest production of the TVC advertising film, Liba men's clothing has already been deeply rooted in the inspirational posture of the people, and has been further strengthened.

In different versions of the "strong man" show, the connotation is richer.

It is foreseeable that after the intensive advertising bombings during the Olympic Games, this position will become an endorsement symbol for men's clothing.

Lian Ba, vice president of Limited by Share Ltd, the world's biggest fighter.

Wang Gang said frankly, at first, the company did not formally put forward the so-called postural marketing.

"When we were making the order plan, we suddenly found that our approach coincided with Pepsi and Lining."

He laughed.

Pepsi Cola and Lining

Launched "gesture marketing".

At present, it is only by strengthening the posture of "driving force" in advertising films to deepen consumers' understanding and impression of brand connotation.

Previously, Lining and Pepsi, which launched the brand "gesture", went further, aiming at naming and promoting the brand gestures for Beijing Olympic Games.

In the 1996 Atlanta Olympics, Coca Cola Co's profit in the third quarter of this year increased by 21% to $967 million, while Pepsi's profit fell by 77% during the same period.

In the face of Coca-Cola's rival who once again won the qualification of Beijing Olympic sponsor, Pepsi Cola, a non sponsor, has also carefully laid out its marketing strategy.

In mid January this year, Pepsi officially announced the launch of the 2008 "love China" plan, specially designed a gesture with thumbs thumbs up.

In the advertisements such as "the wrist wrench", "the courtship", "the football chapter", "Gerry Jeff loves China" and so on, all the above gestures appeared, hoping to make it popular among the target groups during the Olympic Games.

In June this year, the Olympic Games refueling gesture was released uniformly, with two thumbs gestures coincide with Pepsi gestures.

This is also in the invisible for the hundred things "boost the flames".

As one of the important contents specially formulated for the 2008 Olympic Games, Lining also held a press conference at the end of last year to issue the "hero gesture".

Lining and Guo Jingjing, Yangling, Xing Aowei and others put together the "L" gesture at the press conference, which represented the initial letter of Li-Ning with the capital letter "L" as the form.

And its deep information is a set of words beginning with the English letter "L": Luck, Love.

I hope it will be a way to encourage Chinese athletes to work hard on the field and bring good luck to athletes.

In the recent Lining brand advertisement, there has been Lining's heroic gesture.

Around the "hero gesture", Li Ning Co has also planned a series of activities to promote.

"Gesture is also an important force. During the Olympic Games, many brands of advertising bombing, with gesture to spread the brand can be regarded as a personalized approach."

Zhang Fasong accepted