Four Basic Models Of Clothing Brand Entertainment Marketing

Today, China's consumption market Ushered in the era of experience economy, entertainment marketing has also become more and more diversified. More than 10 years ago, the old entertainment marketing mode with the name and the end of the film acknowledgement as the main means has gradually lost the market. More and more fresh and lively forms emerge in an endless stream. All kinds of brands want to join the entertainment marketing force in this era of universal entertainment. Yang Shitou, chairman of Chi cube brand strategy consultant, is an expert in the field of brand marketing. He has helped many brands such as Jordan, SIEMENS, Changhong and red bull to undergo brand transformation. brand Marketing publicity is also the brand of Peking University and Tsinghua University. Marketing Course lecturers have rich knowledge base and practical experience in brand marketing. He divides the entertainment marketing of clothing brands into four basic modes.

　 Embedding advertisements in film and TV drama

Yang Shitou believes that advertising in film and television drama is not just three levels: first, let the protagonist wear the brand. clothing It is the most common pattern of clothes to be shipped out with logo, such as Metersbonwe in the Transformers. Two, the combination of products and characters, such as "Du Lala's promotion", is about the story of Du Lala's promotion in the workplace. Du Lala's life, work and love are different. Dress can embody the state of life and even the mood of the characters, and it is more closely combined with characters. Three, combined with the plot, such as "devil wearing Prada", the characters themselves are engaged in fashion magazines, and the working environment is the environment full of large quantity of clothing advertisements. "The first level is the most common form in China, and it is also the most criticized model." Yang Shitou said, "the advertisement implanted in Du Lala's promotion is a win-win cooperation. Chinese clothing brands, especially the growing brands that are gaining popularity, do not want to emulate this successful advertising implant mode. They choose works from two perspectives: script and audience groups. This helps to win fame in the target consumer groups and to get out of the first step in brand entertainment marketing."

　　 Using celebrity effect

The most influential event in China's entertainment market is celebrity Jordan entertainment. Michael Jordan, a basketball superstar, came to Beijing, startled the national media to compete and report. He followed Jordan's clothing, food and shelter in a series of reports. At one time, commercial activities had been upgraded to public events, and the biggest beneficiary behind such a strong focus was Nike. Nike has orchestrated the entertainment marketing campaign to perfect the combination of Jordan and Nike sports shoes, so that Jordan can enhance the market sentiment of Nike shoes in the Chinese market. Jordan's fans are the biggest consumer groups of Nike sports brand. Nike made a beautiful comeback to the competitors through the precise planning and using the basketball flier.

"It is a very difficult marketing mode to choose to use celebrity effect to publicize products." Yang Shitou said, "but before it has to be prepared and planned accurately, the most important part of the planning is that the celebrities chosen by the manufacturers must conform to the temperament of the merchandise, and the followers of celebrities should try to match the target consumers accurately." Jordan's fans must be young men who love basketball. They have the strongest purchasing power for sports brands. It is Nike's recognition that has contributed to this successful celebrity effect.

This mode of entertainment marketing based on celebrity effect is especially suitable for self breaking of relatively mature brands. The development of some clothing brands is relatively mature, brand positioning and consumer market are relatively stable, and lack of advantages in similar brand competition to seek breakthroughs. Such a brand can use celebrity effect to enhance brand image, so that the brand can get a higher degree of goodwill among its competitors.

　 Internet is the new battlefield of entertainment marketing.

In the era of Internet, all entertainment activities have begun to be networked. With the help of entertainment events, the brand of marketing can not abandon the new marketing battlefield of Internet. The biggest feature of entertainment marketing in the Internet era is strong interaction and fast dissemination. Sina micro-blog's astonishing number of registrations and daily flows have made brand owners see that they can't get rid of micro-blog's big cake if they want to take the initiative in Internet marketing. A group of Internet marketing companies specializing in micro-blog marketing, advertising companies and even micro-blog marketers emerge as the times require. Many clothing brands smell business opportunities.

The most common mode of micro-blog marketing is to forward lottery activities. Vendors seize the psychology of consumers who like "cheap, free and free", send out a product picture, and declare in micro-blog that if they are forwarded and @ a few friends, they can participate in the lottery. Consumers do not have to pay. They can get free products just by forwarding them. Such raffle activities are often tested, and they can get tens of thousands of forwarding volume in one day, and use consumers' active forwarding to expand the brand awareness on micro-blog.

Besides, micro-blog marketing is sensitive to news events and has strong timeliness. For example, 2012 Hunan satellite TV New Year's Eve party, micro-blog launched a "look at the cross year micro-blog" activities, clothing brand also seized this opportunity. When a guest performs on stage, if a guest wears a certain brand of clothing, the brand will promptly forward and publish the picture and purchase link of the merchandise in time.

"The characteristics of online entertainment marketing are to increase revenue and reduce expenditure, and lack of funds to invest in a huge entertainment marketing brand. Yang Shitou said: "all businesses understand the power of the network, and a successful online entertainment marketing can maximize the benefits with the least amount of money. If you can arouse the interest of netizens, they will spontaneously carry out free publicity for you. 2011 the most popular "Taobao body" is a successful example. Taobao has aroused interest of netizens, and has caused thousands of people to spoof Taobao's network events. This free publicity for consumers is the highest level of online entertainment marketing. {page_break}

　　 Cultural infiltration brings psychological identification.

"Love the Internet, love freedom, love late, love big night gear, love racing cars, love 29 T-SHIRT, I am not a flag bearer, not the endorsement of anyone, I am Han Han, I only represent myself. I am just like you, I am fan Ke pin pin. Han Han's customer service has become a hot topic in the Internet overnight. This is a classic entertainment marketing for customers seeking psychological recognition from consumers.

"80, 90 after the consumer group is characterized by the pursuit of independent opinion leaders, find common ground on them and produce self suggestion." Yang Shitou said. Van ginsen seized this group mentality and found Han Han, Wang Luodan, Huang Xiaoming and Li Yuchun, four of the most appealing stars in the young people. They showed the essence of their "generalities" in the form of "sincere" and made them feel that they were also ordinary people like me. As a result, the new form has become popular in the Internet, and netizens have created their own fans, which is in line with the spirit of the pan people who want to be pursued by everyone. This has won the psychological recognition of young people through cultural infiltration, and also made van gentry a household name and won a beautiful propaganda battle. "From Han Han to Li Yuchun, each spokesperson is selected by the company's layers, the most able to speak for the next 80 and 90" stars. The success of fan Ke Cheng's products is not only a team's meticulous creation but also a customer oriented service. These personalities are very important.

Yang Shitou said: "it is the most difficult thing to let consumers have psychological pursuit in entertainment marketing. It is unique. Once successful, it can no longer be emulated. To take this strategy, we must have full creativity."

Yang Shitou put forward two suggestions to the enterprises that want to take this marketing strategy: "we should choose the best people who agree with the brand culture to endorse, and choose the platform that best suits the brand target consumers for publicity."