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Brand Shoe Companies Try Implantable Marketing To "Intimate Contact" With Consumers.

2010/9/1 8:54:00 57

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September 1st, in recent years

Product Placement Marketing

The strategy was born.

brand

Enterprises feel the infinite possibilities of the information age. As a new marketing method, they are creating a new position for brand marketing of traditional shoe manufacturers. Many manufacturing enterprises have approached "consumers' intimately" through this brand new marketing way.

Implantable implantable device

Marketing

It refers to the integration of product or brand and its visual symbols into various forms of film, TV play or TV program. After the reproduction of the scene, the audience can leave behind the impression of the product and brand imperceptibly, and then achieve the purpose of marketing products.

Recently, the urban love drama "driverless" was shown in theaters across the country, while Liu Ye was sweating profusely in the gym. Del Hui provided the most classic lightweight and comfortable sports shoes and accessories for Liu Ye and other stars.

To a certain extent, Liu Ye's dressing can increase the attention of the brand in the shortest time. The advertising effectiveness of sponsoring "driverless" will surpass the effect of regular advertising, and this way can interact directly with consumers, communicate in depth, attract consumers' active attention and participation, and the penetration of brand concept will come naturally.

At the same time, this summer hot summer TV series "meteor shower 2",

XTEP

The brand image recurs in the audience's mind.

From the sportswear to sports equipment, to the eye-catching "X" school badge accessories on the school uniform, to the XTEP brand "XTEP world", XTEP's calendar and so on, a large number of abundant XTEP elements appear alternately on different occasions and different actors. The image of the brand and its symbolic significance have become the props of the role deduction in the play, and the image and temperament of the leading characters are constantly strengthening the image of these brands.

Just like that, the XTEP element in meteor shower 2 is absolutely worth the money under such a high popularity. At the same time, most of the audience of this movie is 90, and this audience group coincides with the young consumer group positioned by XTEP.

It can be imagined that this kind of implantable marketing has changed the traditional way of communication, and achieved a more direct interaction between sports shoes enterprises and consumers. In the past, the marketing method was rigid promotion, implantable marketing was integrated into the interactive activities of consumers, blending into word of mouth, forming another source of communication, and constantly spreading to more groups.

Through it, del Hui and XTEP can quickly achieve real interaction with consumers, which is more valuable for narrowing the distance between brands and consumers, increasing the affinity of enterprises, and achieving soft brand promotion.

However, while trying to implantable marketing, shoe companies should avoid too many times. The frequency of advertising implants is high and the degree of blatant degree is excessive.

Therefore, when the shoe companies go hand in hand with the film and television industry, we must think about the marriage degree between the implanted products and the TV series themselves, and combine their brand image, personality and film and TV story skillfully, so as to avoid appearing too frequent and too abrupt in the broadcast process.

Admittedly, we can see that the film and TV placement marketing is very important for the construction of customer relationship between brand shoes. Brand shoe enterprises should use the information age background to start the brand, and strive to cultivate their own new economic growth point.

Film and TV placement marketing or pushing the brand upgrades in the new era