Brand Strategy Of Famous Shoe Companies In The Media Age

Today, the media is developing rapidly and advertising is flooding the world.

First, television media VS network media: the height and width of the contest.

(1) the advertising ratio of 331 degrees: TV > Internet > print media.

1, TV media: high altitude brand image publicity.

High altitude advertising is a traditional marketing tool, and its biggest role is to enhance brand image.

Experts said that more than 360 degrees of television advertising exploded the topic of sexual communication.

Because of its wide range of audiences, it mainly focuses on the dissemination and publicity of brands, followed by products, focusing on the propaganda of brand spirit, slogans and values, which can arouse widespread social concern in a short time.

There are two sides to everything. The high altitude launch is certainly widespread, but there is no way to accurately lock the audience of the brand, and the arrival and purpose will be relatively weakened.

If sufficient resources support, high altitude advertising can greatly enhance the influence of a brand, and such an ideal state can only be prohibitive for most shoe enterprises. Under limited resources, many enterprises' limited high-altitude placement inevitably becomes a subliminal advertisement.

For the time being, it emphasizes that a single high-altitude launch is not enough to support the sales requirement of the market.

2, network media: precise interactive advertising experience activities

Compared with traditional advertising media, online advertising has the characteristics of wide coverage, strong initiative, high cost performance ratio, strong interaction and precise positioning. With its unique advantages, online advertising has become an important part of modern marketing media strategy. The demand for precise delivery has attracted the attention of large, medium and small enterprises.

Apart from carrying the function of brand communication as well as television, the Internet can display the brand spirit and product attributes in three dimensions.

A variety of forms of expression is a supplement to the television media.

On the basis of television pmission, 331 degrees even hope to communicate young audiences between the age of 16-25 through the Internet.

Through different Internet platforms, advertising can be accurately put into the crowd that the brand wants to reach, and the sense of participation and interaction are stronger.

In terms of Internet advertising, apart from cooperation with Tencent, Sina and other large websites, the new communication platform, such as video sites, forums, communities and micro-blog, has also attracted much attention.

Experts believe that the proportion of the future network will become larger and larger, and will be more refined. It will determine the direction and content of advertising according to the audience of the network platform.

(two) PEAK: maintain the TV height and win the network.

1, television media: brand image publicity + sports stars

As we all know, advertising in CCTV5 has become a part of the "Jinjiang model". It seems that Jinjiang's sports brand manufacturers believe that a lot of advertising can improve brand awareness.

In addition, the sports brand also signed with famous sports stars, hired them as brand spokesmen, and expanded their popularity through the public influence of sports stars.

When the sports market becomes more mature, the advertising is more rational, and the new and old media are everywhere. What are the new changes in brand promotion?

For sports brand, the advertising of CCTV5 is beyond the imagination of other brands.

For PEAK, CCTV5 has always been an important window for its brand communication.

From the point of view of brand promotion, it is the most powerful and authoritative media platform in China. Secondly, its wide coverage is its advantage. Attracting large numbers of sports fans by broadcasting or broadcasting large and medium-sized sports events at home and abroad, they constitute the main consumer groups of sports products and the backbone of consumption.

Internet media: flexible activity commands and information feedback to win by quantity.

As for the emerging power of the Internet, its strong power is displayed. PEAK naturally does not ignore it. In the first two years, PEAK started to promote e-commerce.

According to Hou's manager, PEAK has been working with sina, Tencent, NetEase and other large network platforms to form partners.

The vastness of the Internet will often cause your ads to be buried by a lot of advertisements from a drop of water in the sea. This reflects from the side that the network communication of brand advertising needs to be won by quantity.

Compared with TV advertising, Internet media is more of an interaction.

First of all, we can organize relevant online activities through the Internet, or publish some calls, and so on. The interaction is stronger and more direct to consumers, and the way is more flexible.

Secondly, with product reviews and information feedback, enterprises can get a better understanding of the needs of consumers through the network platform and produce products that are more satisfying to consumers.

Finally, advertising time is unlimited.

The advertising on the Internet is satisfied with any time restriction, but the CCTV advertisement is indeed a sky high price advertisement in seconds.

Two, publicity content: 31st Universiade PK PEAK NBA

(1), 360 degrees: 70% of the advertisement is the Universiade.

In the past two years, we can sum up a rule from the 31st degree advertisement, that is, every year, 360 degrees will focus on promoting a comprehensive sports meet, such as the 2010 Asian Games in Guangzhou, the Shenzhen Universiade in 2011, and the Asian sand fair in 2012. Every year, there is a clear theme, and the publicity of advertisements is also very prominent.

According to experts, in order to promote this activity, this year's 31st degree advertising promotion, the Universiade as the theme of advertising accounted for up to 70%.

In order to make the advertisement more popular, we have made many efforts from advertising slogans, spokesmen and costumes, so that people can appreciate the passion of the Universiade while they can always associate with the love of the brand.

1, slogan: one more love, start here.

As a global partner of the Universiade in 2011, the slogan of this year's 31st degree is "one more love, starting from here", which corresponds to the theme "StartHere" of the Universiade.

The athletes participating in the Universiade are full of youthful youths, who are full of love in their respective sports, so slogans reflect their love for sports.

2, spokesperson: favor college athletes

In order to better match the brand with the Universiade and better understand the spirit of the Universiade, the endorser of the 31st Universiade is more inclined to young, energetic college athletes who are popular with university students.

In order to make the 31st degree closer to the life of college students, and to disseminate the Universiade culture as the core, the 31st degree "Caravan" campaign, which aims to publicize the Universiade concept and convey the spirit of Universiade, will also be launched in 13 universities across the country.

3, product: launch the Universiade full range of equipment.

At many large exhibitions this year, we can see that the clothing displayed at the 31st degree Pavilion is the clothing of the twenty-sixth World University Games, which is held in Shenzhen in August this year, including the bearers, volunteers and the clothing and equipment of 16 national delegations.

Every year, 321 degrees will launch a series of related products for the sports meet, which will play a plus role in the brand product series. At the same time, it will win the sales peak of the terminal stores at the same time.

(two), PEAK: the most important thing is NBA's event marketing.

The reason why sports events are so successful is not only the organizers' efforts to promote and operate, but more importantly, the characteristics and intensity of the competition itself affect people's heartstrings.

The audience has been in a state of extreme excitement, and they dare not relax at all times. At this time, the advertisements on TV live are not advertising, but they become a part of the competition, and the effect can be imagined.

1, NBA competition is the focus of PEAK advertising.

As the most mature and successful business operation in the world, NBA attracts tens of thousands of viewers' attention.

As a sports brand famous for producing professional basketball shoes, PEAK will not miss this big cake.

PEAK has always attached great importance to the promotion of NBA events, including signing NBA stars, organizing NBA caravans, and so on, making it easy to integrate their ads and matches, and strive to integrate business information and competition information into one and achieve the integration of PEAK and NBA.

In terms of brand promotion, PEAK is more NBA sponsorship marketing promotion.

The main purpose of both NBA star endorsement and international big event sponsorship is to enhance the brand's international image.

2, advertising costs increase year by year, content emphasizes brand promotion.

In advertising, PEAK pays more attention to the connotation of the brand, while the product publicity will be relatively weak.

Hou believes that consumers will feel bored and repellent if they keep playing the product.

However, when our advertisement tells the brand's deep meaning and brand story, consumers will be more willing to watch and accept, from the spirit advocated by the brand to the product, thus imperceptibly affecting his consumption concept.

When asked about the cost of advertising, Hou said PEAK would spend 10% of its profits on advertising every year, and the cost will continue to increase year by year.

Advertising, advertising, advertising, want more consumers to understand your products, you must invest more energy to promote your brand, "wine is not afraid of alley" is only an ideal desire.