Hongxing Erke And Other Shoe Manufacturers In Quanzhou Are Increasingly Popular In Product Placement.

December 6th, if the enterprise still blindly use "star + TV advertising" do

Comprehensive implantation

By the end of November, the "2010 Hongxing Erke campus model competition", specially designed by Hongxing Erke, will soon be landed at universities in Xiamen.

It is understood that the top three of the event can not only win Hongxing Erke scholarship, but also become the model of Hongxing Erke's activities, and have the chance to become the signing actor of the 2011 youth inspirational idol drama "Grand Slam".

From ordinary people in life to becoming stars, many young people dream of it. Hongxing Erke suddenly aroused strong concern among students from universities in Xiamen.

It is understood that at present, the details of Hongxing Erke and Grand Slam will be released in the near future.

According to the relevant person in charge of the brand Department of the company, at present, many brands have begun to attach importance to the meaning of implantable marketing for brand promotion, but they are all tasted and failed to achieve good results.

And the Grand Slam, as the main inspirational idol drama in China, is very consistent with the positioning of the fashionable tennis that has been made by Hongxing Erke. From the signing of the actor to the product implantation, Hongxing Erke will fully display his "young, fashionable and sunny" brand personality.

Not only that, adhering to its consistent tennis route, Hongxing Erke will also be fully implanted in the big tennis game "tennis baby".

In fact, over the past two years, Chuen has made many attempts in implantable marketing.

From last year's National hot sow "living" in the "snail" group heart screening product implantation, to Chen Daoming, Wang Zhiwen's TV drama "mobile phone", Pan Pan food put several major products into the drama depth of the drama, many Quanzhou products and actors complement each other to reproduce the real social small people pain and happy struggle history, to many domestic TV dramas have brought a vivid sense of authenticity.

Recently, pan food has also cast its sights on online games, and has signed cooperation with Shanda's latest game, Dragon Valley, with more Lenovo computers in its partners.

Invisibility cloak

Insiders say that in the initial stage of the development of many brands in Quanzhou, advertising is very "naked", and advertising communication means basically rely on the mode of "star + TV advertising". Of course, this mode of communication has been confirmed in the development of shoes and clothing enterprises in Quanzhou.

As an enterprise in Quanzhou, on the one hand, we are really inspired by the brand development track such as Anta, wolves, and Lang. On the other hand, the initial form of advertising mainly focuses on traditional media such as newspapers and television. That is to say, if we do not choose newspapers and TV, there will be no better advertising resources for promotion.

However, with the continuous upgrading of marketing methods and the diversification of advertising forms, it is only a single traditional way to ask celebrities to endorse and put on TV commercials. They can not meet the needs of many brands. Compared with naked hard ads, many latent marketing methods are becoming increasingly popular.

It is understood that during last year's Shanghai masters, Hongxing Erke co operated with Dong Wei TV and planted a brand in the TV drama "Prince of tennis" adapted from Japanese animation.

The relevant responsible person said that Hongxing Erke was "tennis prince" after a period of time after the intervention, only in clothing, modeling and other aspects of sponsorship, and did not achieve the desired results, therefore, this grand slam, Hongxing Erke from the early stage of the drama began to intervene fully.

It should be said that "product placement" has become a sharp sword in the marketing session. From international brand to national brand, it is actively testing the water implantable marketing.

Select platform

How to grasp the "degree" is still a core issue of spring enterprises adopting implantable marketing.

{page_break}

The first year to imply this year's marketing controversy is the CCTV Spring Festival Gala in the year of the tiger. Many netizens evaluate the Spring Festival evening shows "advertisements everywhere", "adultery companies rape audiences" and so on.

And in the near future, TV drama Golden Wedding 2 "advertising door" incident escalated, originated in Anhui satellite TV and Jiangsu satellite TV to delete "Golden Wedding 2" in the advertising, the TV station and producers, the friction between the film warming, whether the film has the right to insert advertisements in TV series, has the TV station deleted the right of placement, what is the bottom line of TV station and audience accepted the placement of advertising?

This kind of problem focuses on most of the development of product placement in China so far.

There are so many platforms and tools for placement and how should enterprises choose? Jiang Lizhang, general manager of Shanghai double-edged sword sports marketing organization, told reporters that on the choice of implant platform, enterprises must choose the platform that matches their brand idea and enterprise image, such as Hongxing Erke. It has been doing tennis. It has implanted the TV play of tennis prince before and after the masters competition last year. At the same time, people who are familiar with the brand this year will feel that the two are quite consistent.

Innovation is also needed in terms of implantation.

The purpose of adopting the product placement is to make people feel good about the brand without knowing it. This will test the tacit agreement and team execution of the partners.

Of course, we should try our best to avoid unnecessary differences between the two sides.