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The "Nine Wins" Of Brand Endorsement

2010/5/20 11:14:00 78

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From the perspective of consumption factors, there is no direct correlation between entertainment stars and ordinary consumers. Ordinary consumers only have entertainment needs for celebrities.

But in fact, it is precisely because of the external demand of this entertainment demand that star dressing and other factors directly stimulate consumers' desire to buy clothes for their endorsement, thus creating a material interest relationship between the stars and the ordinary consumers.

To hire an image spokesperson, an enterprise wants to draw close distance between the product and the consumer with the help of the beautiful public image of the stars.

Teach you to find the most suitable brand spokesperson.

When Yao Ming appeared in public, he drank Coca-Cola cola. When Kobe took part in any open competition, he had to wear NIKE's basketball shoes. When he had to choose other brands, the trademark must be completely covered; when Erwin was in public, he could only wear the Tissot watch; when Maggie Cheung took part in public activities, he would wear French fashion brand Jean-Louis Scherrer.

In the clothing industry, star business endorsement of this "1+1 > 2" promotion mode has become a consensus.

In the course of the interview, the head of some garment enterprises admitted to reporters that the sales of brand endorser played a positive role to a certain extent, and the spokesman made the sales and advertising investment directly proportional.

This is also one of the important reasons why clothing companies are willing to choose celebrities as spokesmen.

From the perspective of consumption factors, there is no direct correlation between entertainment stars and ordinary consumers. Ordinary consumers only have entertainment needs for celebrities.

To hire an image spokesperson, an enterprise wants to draw close distance between the product and the consumer with the help of the beautiful public image of the stars.

What are the skills of clothing companies when choosing a spokesperson?

Through exchanges with enterprises, celebrities, intermediaries and other parties, we list the "nine wins truth" that looks for brand spokesmen for your reference.

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First, finding the right position and targeting it.

Clothing enterprises should first develop brand strategy based on the core value of the brand, so that the star's commercial value can be effectively grafted to the brand growth.

Enterprises have to ask themselves first: what is my core value?

Who are my target consumers?

International brands such as ZARA attach great importance to consumer research. It conducts regular Market Research on consumer buying habits and psychology every year, striving to accurately grasp target customers.

The reason is simple: NIVEA and Dabao are obviously different.

For example, when the first wolf came out, the wolf culture, which challenged life and never turned back, was quite consistent with the temperament of the urban wanderers in Chyi Chin.

Wang Guobin, chairman of Hongkong pine Eagle Men's wear, said: "the pine hawk brand takes" career success and family happiness "as its position. Therefore, it chose Jacky Cheung as the endorsement. His" super family man "image is very close to the brand image.

Wu Bangdong, President of Chuang Ji group, also said that with the help of Emil Chau's sunshine, the image of a good man has been greatly improved, and he has won the love and acclaim of consumers including successful business people, people with cultural tastes and civil servants.

The second type: classification of star value

Talking about the process of finding Barbie Hsu as the spokesperson of the underwear brand, Wang Hai Qi, marketing director of the days of Baini Fashion Co., feels that this is a matter of caution and hardship.

"Not every female star is suitable for underwear advertising, and not every male star is suitable for making suits."

Indeed, there are tens of thousands of stars, but the most valuable brand is only one.

Clothing companies should pay attention to the following aspects when examining stars.

(1) Celebrity reputation should match brand awareness, and star personality and brand connotation should match.

Qipai men's wear is Jet Li, a famous brand spokesperson, which is quite compatible with the brand creativity of "men should be ruthless to themselves".

(2) the star can not have too many negative news (no negative news star hardly). GUCCI will not ask Paris Hilton if he is rich again.

(3) the star can not speak for the rival's brand. If the competitor asks Tony Leung, you can only find Andy Lau, and must be equal.

(4) try not to find a celebrity endorsement, but the celebrity endorsement brand also gives people a sense of popularity. Zhou Jie and Jay Chou only have one word difference, but who has more endorsement value at a glance?

(5) predict the rising trend of stars. If it is found that a few stars will soon be filmed, this is undoubtedly a "potential stock". It is worth signing for one or two years while the endorsement fee is not high.

Before 2009, Li Bingbing signed a brand endorsement business, and the company was sure to turn over, because Li Bingbing's "wind" was not only too hot, but also allowed her to win the Golden Horse Award in one fell swoop. The time was two, and the promotion of the spokesperson's image undoubtedly brought an intangible asset to the enterprise.

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Third: find the most suitable star.

"Know yourself and know others, do your best, do not choose expensive ones, only pick the right ones" - this should be the sixteen character truth of choosing brand spokesmen.

If the enterprise itself is not well-known, then choosing to be a celebrity is a good way to expand its popularity.

For example, the newspaper bird bird group hired Hongkong movie star Simon Yam as the ambassador of the image. It opened the first place for the domestic clothing industry to hire the brand spokesperson. Simon Yam's "I love the wedding bird" made the brand fast.

For a clothing brand that already has a high reputation, choosing a spokesperson can not just emphasize fame and image.

If the characteristics of endorsement stars are not distinct enough, they may lead to unclear brand image.

The example of Tang Guoqiang's "Western-style" suit is a lesson from the past.

The most famous stars are not necessarily the best spokesmen. First, because the endorsement fee is too high; secondly, because such stars often endorse many brands and dilute the value of the stars; thirdly, it is the worst because the personal charm of the spokesperson is too strong, resulting in the huge advertising investment becoming a personal promotion to the star, and the result of "dressing for others" is really suffering.

In this case, it is possible to use the form of "simultaneous endorsement" to weaken the personal influence of the stars, so that it can not only create good momentum, but also expand the breadth of the audience.

Fourth: three ways to lock stars

First of all, the most common way is to find brokers.

Many clothing companies feel that it is counterproductive to find several brokerages to press down the price, and the stars suddenly feel that they are particularly valuable.

Stars are a popular commodity. The more people are concerned, the easier the price will be raised.

Second, direct contact with the star himself.

But it depends on the opportunities of enterprises and stars.

For example, the cooperation between Adam and Gong Li began in 2000, when the movie "the golden flower of the city" was taken.

The emotional input between the two is far greater than the endorsement fee. Formal cooperation can be achieved.

Zhou Liru, deputy general manager of AI Underwear Co., Ltd. said: "to love and do everything is to consider not only interests but also love.

It is precisely because of this, Gong Li will be such a high-profile endorsement for love.

Again, look for the most experienced advertising company.

Because stars take too much and the stars have plenty of resources, celebrities are more trusting about such advertising companies, and the price will be more realistic.

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Fifth: Endorsement fee not exceed advertising budget 20%

Celebrity endorsement is not a face saving project. There must be a psychological price: the endorsement fee must not be higher than 20% of the advertising budget, otherwise it will destroy the Great Wall itself.

Because star endorsement fee is only part of the entire advertising, followed by a variety of advertising fees, production costs, printing fees are waiting for enterprises to pay.

Generally speaking, endorsement fee and production cost account for 10%~15% of advertising budget.

If you want to be a national market, you'd better ask a first-rate star (worth 2 million ~300) or a big star (worth 5 million ~800 million) or a superstar (around 12 million); if you only do the provincial market, then 2 million less.

If the financial resources of a company are enough to invite a star, then other brand promotion methods must be considered.

It is not necessary to invite celebrities to speak for themselves. Sometimes a slogan can also be spread throughout China. A "Flash marketing clock", such as "the virus marketing" (such as the Japanese casual wear brand "UNIQLO"), can also let entrepreneurs know each other.

Bosteng takes the endorsement of Mount Qomolangma, which star can be taller than it?

Sixth form: three taboos before signing a contract

First of all, it's not too flattering to negotiate with the stars.

Negotiators should also assign different roles, especially the top decision-makers.

When negotiations are deadlocked, try cold treatment, sometimes with unexpected results.

Secondly, the strategy and creativity of endorsement should be independent of enterprises.

Many stars casually modify advertising strategies and creativity, making businesses and advertising companies quite headache.

Therefore, when signing a contract, the enterprise must grasp the initiative and not allow the brand to follow the star, otherwise the endorsement effect will be difficult to control.

Third, when signing a contract, an enterprise should also stipulate other brands or enterprises that star endorsements.

As a rule, the star can not endorse the brand of competitors, and other brands of endorsements are best classified into different industries.

If it is impossible to restrict what other brands the stars endorse, it should also stipulate that there is a difference in choosing the advertising time, not just after the first 10 seconds, just after the star's endorsement of the pesticide.

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The seventh type: production management and timely follow up.

Having a contract is not an end, it is very necessary to have follow-up protection.

Many garment companies hire celebrities for endorsement at a high price. In fact, they only opened a press conference to print a clothing bag with star heads. The whole process of celebrity endorsement is over.

In fact, star endorsement is most suitable for the initial stage of brand development, but this is only the first step in brand launching.

To truly become a "famous brand", we must strive to cultivate our inner strength and integrate the celebrity effect with the brand culture.

Otherwise, too much reliance on the spokesperson to create fame, while ignoring the matching of production management, the market effect will backfire.

For example, the former Wenzhou name enterprise Shi Deng Clothing Co., Ltd., although millions of celebrities were invited to be the spokesman for the brand, Kenny Bee became famous for a while. However, the production, management and sales capabilities of Shi Deng did not keep up, and finally ended in failure.

JEANSWEST is an example in this respect. It does not invite brand spokesmen, wins by quality and service, but also enthusiasts public welfare undertakings. Dozens of "JEANSWEST hope primary schools" have been set up in poverty-stricken areas, and "JEANSWEST student grants" have been set up. A series of activities such as "JEANSWEST charity Song Festival" and "JEANSWEST cup casual wear design competition" have been invited by popular artists.

The brand's social value concept has been recognized by every JEANSWEST customer.

The eighth way: risk warning at all times

Celebrity endorsement can certainly increase the sales of clothing directly, but enterprises should also learn the brand's self protection.

Stars are often difficult to maintain a positive image for a long time, which is undoubtedly a potential threat to brand image.

Clothing enterprises should have a crisis public relations group, always pay attention to the publicity activities of the spokesperson, and understand the work dynamics of him: what films are filmed and how they relate to brands.

Understanding his or her life: who has sex with him will affect the brand.

In short, how to invite a brand spokesperson is a very intelligent system engineering. If a careless move may lead to losing the market, enterprises must be vigilant.

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The ninth type: alternative endorsement should have great wisdom.

Given the uncertainties of celebrity endorsements, some companies simply use cartoon or virtual images as permanent spokesmen for brands, especially in the field of children's wear, which is both cheap and no scandal.

More intelligent is GUCCI. As an international luxury luxury brand with deep brand culture, GUCCI only let pop star Huang Xiaoming wear his brand men's clothing, but he doesn't make a brand endorsement at all. - this brand communication strategy of "no win, win win", we need to take a good look at the way.