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Brand Introduction Of Chinese Shoes And Clothing, Diversification Of Entertainment Marketing

2012/3/13 8:47:00 24

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Nowadays, the Chinese consumer market has experienced the era of experience economy, and entertainment marketing has 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.

Embedding advertisements in film and TV drama

There are three levels of advertising in film and TV drama: one is to let the protagonist wear.

Brand shoes and clothes

Take logo out of the country, this is the most common shoe wear brand implantation mode, for example, the Metersbonwe appeared in the Transformers; two, the combination of products and characters, such as "Du Lala's promotion", is about the story of Du Lala's continuous promotion in the workplace. Du Lala's life, work and love are different. The shoes and clothes can embody the living conditions and even the mood of the characters, and combine closely with the characters. Three, it is 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 shoes and clothes advertisements.

Women's wear

Brand shoes and clothing are all taken for granted.

"The first level is the most common form in China, and it is also the most criticized model."

"The advertisement implanted in Du Lala's promotion" is a successful win-win cooperation. Chinese shoes and clothing brands, especially those 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 is most conducive to achieving fame in the target consumer groups at the same time without damaging goodwill and stepping 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.

Basketball superstar Michael Jordan came to Beijing, startled the national media to compete and report, followed the whole story, and wrote a series of reports on Jordan's clothing, food and shelter. In a moment, business activities have been upgraded to public events, and the biggest beneficiary behind such a strong focus is 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."

Xiaobian said, "but in advance, it must be prepared and planned accurately. The most important part of the planning is that the celebrities chosen by the manufacturers must match the temperament of the merchandise, and the followers of the celebrities should try their best to match the target consumers of the products."

Jordan

The 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.

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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 this big cake if they want to take the initiative in Internet marketing.

A group of Internet marketing companies specializing in marketing, advertising companies and even marketers emerge as the times require. Many clothing brands smell business opportunities.

The most common marketing mode is to forward sweepstakes. Vendors seize the psychology of "cheap, complimentary, free" consumers, 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 only if they click forward. Such lottery activities are often tested. They can get tens of thousands of forwarding volume in one day, and expand the popularity of the brand by active forwarding of consumers.

Besides, marketing should be highly sensitive and timely to news events.

For example, 2012

Hunan

TV's new year's Eve party, clothing brand also seized this opportunity.

When a guest performs on stage, if a guest wears a certain guest,

Brand clothing

The brand promptly forwarded and promptly released the picture and purchase link of the merchandise.

"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.

"All businesses understand how powerful the network is," he said. "A successful online entertainment marketing can gain the maximum benefit with the least money.

If you can arouse the interest of netizens, they will spontaneously carry out free publicity for you.

This is a successful example. Some web sites have aroused the interest of netizens and caused thousands of people to engage in spoof Internet events. This free publicity for consumers is the highest level of online entertainment marketing.