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China'S Shoe Business Entertainment Marketing Positions Turn To Network

2012/3/31 10:14:00 14

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Clothing Shoe Enterprise Marketing Network

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.

Embedding advertisements in film and TV drama

Level: first, let the leading character wear the brand shoes and clothes, take logo out of the country, this is the most common brand of shoes and clothing, such as Transformers, Metersbonwe; two is the combination of products and characters, such as "the promotion of Du Lala", which tells the story of Du Lala's continuous improvement in the workplace. Du Lala's life, work and love have different dress, shoes and clothes can reflect the living conditions and even the mood of the characters, and combine closely with the characters. Three, combine with the plot, such as "wearing the evil devil of Prada". The characters themselves are engaged in fashion magazines, and the working environment is the environment full of shoes and clothing advertisements. Any women's clothing brand shoes and shoes are out of the way. Advertising in film and TV plays is nothing more than three.

"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 between China and China.

shoes

Clothing brands, especially those growing brands that are gaining popularity, do not want to emulate this successful advertising implanting mode. They choose works from two perspectives: script and audience groups. This helps most of the target consumer groups to gain popularity without damaging goodwill and get out of the first step of brand entertainment marketing.

Using celebrity effect

The most influential event in the Chinese market is entertainment marketing through celebrity effect.

Jordan

China is doing business.

Basketball superstar Michael Jordan came to Beijing, startled the national media to compete and report, followed by Jordan's clothing, food and shelter. The commercial activities have been upgraded to public events for a while, 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'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 relatively mature.

brand

Self breakthroughs.

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.