Shoe Maker: Accurate Dissemination Of &Nbsp; Leveraging Media

In the first half of this year, BAGE (starling) again targeted.

Precision propagation

Today, with the development of information pmission, we are surrounded by excessive information (advertising) every day. Information overflow has become a major challenge for brand promotion and management. Therefore, precision communication arises at the historic moment.

The so-called precision dissemination, simply speaking, is the brand in its goal.

In the 2003-2004 year, the Quanzhou sports industry started to rise, and as many as more than 40 brands of advertising rushed to CCTV-5, and then flocked to Hunan satellite TV. As a result, consumers saw many stars' cry out, but they could not remember which brand was the advertiser.

After drawing lessons from colleagues, BAGE (eight elder brother) formulated a plan for accurate dissemination.

First of all, after making clear their target consumers, --16~28 year old young people pursuing fashion, BAGE (Starkey) made a detailed study and analysis of their daily behaviors and media contacts.

Secondly, select the channels and columns that match the target consumer group. BAGE (Starkey) screened the TV channels and columns carefully, and studied the background of the columns, and even conducted an independent consumer survey in part.

In the second half of this year, BAGE (eight elder brother) once again spent tens of millions of dollars on advertising channels such as CCTV and other selected channels, and sponsored exclusively the Chongqing TV's youth China heart.

As a matter of fact, many promotional activities of BAGE (starling) have reflected the accuracy of the launch.

PPS network TV can easily watch movies, TV shows, live sports, variety shows, news and so on. Young people get together there, BAGE (starling) has become its global strategic partner, the continuous advertising campaign throughout the year, the most challenging and stimulating extreme sport has been popular among young people. The opening of the Tenth National extreme sports competition of the BAGE (mugg) shoe cup has been pushed to a climax, and the signing of "happy girl" has joined hands with Hunan satellite TV.

Borrowing the heart of youth in China

In response to Secretary Bo Xilai's speech on "singing, reading, speaking," activities, the Propaganda Department, the Education Commission and the Chongqing radio and television group of the Chongqing Municipal Committee jointly launched the theme of "China red, youth, Chinese heart - into the University" theme TV activities under the guidance of the Ministry of education.

It is understood that this program is a group performance competition, and the participants are 24 universities directly under Chongqing.

The colleges and universities participate in the comprehensive literature and art competition, which combines singing, reading and speaking. It is a centralized mode of "singing, reading, speaking and spreading" series. The competition items are divided into four parts: individual (or combination) red songs singing, reciting classics, telling stories and chorus.

The activities are divided into three stages: the selection competition, the University promotion competition, and the 10 universities in the whole country to carry out the exchange of red culture.

"To build up communication for Chinese youth and patriotism, I think BAGE should be able to contribute. This is one of the important reasons why we are willing to sponsor the youth China heart." Ding Junxian, general manager, said that the target consumers of BAGE (16~28) are young people of the age of 16~28.

"Youth China heart" has sprang up a strong "red whirlwind" in Chongqing. While Chongqing's college students are concerned about the program, they also keep firmly in mind the exclusive sponsorship brand of BAGE.

With the help of this column, the brand of BAGE (starling) has entered thousands of households in Chongqing, and will follow activities to the national universities and to the whole country.

A senior marketing person said, "BAGE (" starling ") is the exclusive sponsor of" Youth China heart "column, and the brand has been greatly improved, especially the enhancement of reputation.

Chongqing satellite TV's wide coverage and audience ratings for the more than 600 million people in the country, as well as more than ten strong publicity every day, are not only a straight line promotion for Chongqing, but also a great impetus to the national market for BAGE.

"Before was not very familiar, now many students have a good impression of this brand", a student union cadre of Chongqing University told reporters that his words confirmed the marketer's view.