Brand Shoe Enterprises Start The Pursuit Of Entertainment Marketing Era

Nowadays, information explosion Competition and intense competition are the characteristics of the new age economy. People's attention to material factors is also gradually decreasing, and the spiritual enjoyment is even higher. The spirit of sports, entertainment and leisure has undoubtedly become a modern urban population. Sought after Direction. As a result, many enterprises tend to focus more on these aspects in brand building or brand marketing.

For example, take the shoe industry as an example, entertainment resources are just a piece of meat and potatoes in the eyes of enterprises. Because in daily life, people's attention to entertainment and entertainment stars is more enthusiastic than other content activities. Entertainment has become a most popular way of entertainment. market trends The drive has objectively activated the prosperity of the entertainment industry, and the entertainment marketing of the major footwear brands based on the audience's attention to entertainment is also a necessity.

　　 Entertainment marketing Unlimited potential

There is no doubt that entertainment itself is not a marketing way, but brand marketing adds entertainment elements, it will become a new and unique marketing force, which will boost the brand sales and bring fresh experience to consumers. At the same time, the consumer in the entertainment marketing experience will also produce certain brand. association It also indirectly influenced consumer groups' cognition of brand, so as to achieve the goal of winning market profits smoothly. Especially for young people who are the target consumers of footwear fashion brands, entertainment has another profound meaning. It represents a new fashion and a symbol of fashion. The current market is the 80 and 90 generation fashion crowd as the main force marketing and consumption. It can be seen that the potential of entertainment marketing is immeasurable. {page_break}

　　 Sports brand Contend for hegemony Entertainment marketing

From the current market perspective, entertainment marketing mainly includes brand animation communication, event entertainment communication, enterprise leader entertainment dissemination, viral entertainment entertainment, film and TV implantable entertainment communication, celebrity endorsement entertainment dissemination and so on. In the footwear industry, it is a popular way to spread the two ways of celebrity endorsement and film and television implantation.

For example, from the perspective of sports shoes brand, XTEP, a shoe maker, first joined hands with Jolin, Willber Pan, Nicholas Tse, WINS and other entertainment figures to seize the two or three tier city market in China, and increasingly rely on entertainment marketing platform to expand its influence in the international arena. And then (China shoes net) del Hui also resolutely implemented the new strategy of "entertainment marketing strategy", and by virtue of its spokesperson Jay Chou's influence, became a popular fashion brand in the Chinese market. There is also the recent Chinese trend of frequent headlines due to coo's taking office. It also cleverly passes the grafting with the entertainment industry, making use of the strong eye effect of entertainment circles and the fashion of fashion artists to create the most profitable corporate brand of the domestic sporting goods industry. Of course, in addition, many domestic shoe brands have embarked on the road of entertainment marketing.

Will cutback on TV entertainment affect entertainment marketing?

As we all know, in the brand communication and brand building of shoes enterprises, the channel of planting celebrity endorsements through media such as film and television has become the trend of many brands. Recently, SARFT has issued a "cutback on TV entertainment" to stop the excessive entertainment and vulgar development of some TV programs. Its name is to meet the needs of more diverse and multi-level high-level viewers. However, when the cutback on TV entertainment came out, it could be said that "entertainment" is a change of color, so that we should try our best to find ways to screen and spanform entertainment programs. The spanformation and ranking of these entertainment programs will indirectly affect the attention of some fashionable crowds to the TV media. This undoubtedly becomes a "sword of Damour and Chris" on top of the satellite TV, and some people even worry that cutback on TV entertainment will objectively affect the enthusiasm of the brand enterprises to put on TV advertisements, and whether TV advertisements will play an irreplaceable role in brand entertainment marketing. It is true that for cutback on TV entertainment, footwear and other fashion industry brands need to be treated dialectically, we can fundamentally boost the brand's entertainment marketing to the best development. Now, how should these footwear brands play a new mode of entertainment marketing? This is particularly important.

How to turn entertainment marketing into torture point

If shoe companies want to really implement entertainment marketing, first of all, they must pay attention to the relevance of brand development. That is to say, if we pay attention to the two levels of the correspondence between the audience of the entertainment resources and the core consumer groups of the brand, and the fit of the entertainment resources and the brand image value of the brand, if we break away from these two levels, then the entertainment marketing will probably be just casting pearls before swine. To this end, shoe enterprises need to integrate their actual market conditions and the basic idea of brand building, and implant the corresponding entertainment elements and disseminate them so as to ensure the brand's entertainment marketing to achieve the full development. But the most important thing we can not ignore is the essence of entertainment elements. Because entertainment is changeable. Once the shoe companies fail to grasp the freshness and preferences of entertainment, its marketing risk is huge. Therefore, shoe enterprises should invest more thinking and construction in this respect.

Under the entertainment marketing enterprise's curve surmounting

Coincidentally, entertainment marketing is undoubtedly the brightest cornerstone in today's market. It is the trend of shoe marketing to the new era of marketing. It is a booster for shoe companies to open up a new blue ocean. Especially in this channel of footwear brand marketing sprinting new markets, entertainment marketing is directly becoming a pioneer in brand new turn and beyond. Just as the name suggests, we also urgently need entertainment marketing to bring more opportunities for the shoe industry.