Star Advertising Strategy In The Era Of International Competition

Since December 2007, Pan Gang, chairman of the Yili Group and Liu Xiang, the Olympic star Liu Xiang, started a new wave of advertising in the form of "business leaders + sports stars". But behind the Pangang is Wang Zhentao, the chairman of China's shoe king.

Just from the external image, Pan Gang and Wang Zhentao can hardly meet the TVC (TV advertising) production for the perfect pursuit of the picture.

Therefore, the fundamental purpose of enterprises to choose this kind of advertising is obviously not from the traditional advertisement.

What is the real purpose of an enterprise?

Wang Zhentao, PK, Pang Gang, and Wang Zhentao, who were responsible for the publicity of AOKANG, were reluctant to disclose a few words about what exactly the TVC was when the chairman and Liu Xiang co operated.

Until the AOKANG group was promoting its overseas expansion plan, Wang Zhentao, who was so excited that he first described to the reporters his "experience" with Liu Xiang, "I just showed up after Liu Xiang hurdles, and after Liu Xiang said" 2008, "my line was" watching Chinese feet. "

Although Wang Zhentao has limited time to screen in TVC, he still hopes that the advertisement will be broadcast in CCTV as soon as possible, so as to enhance the brand image of AOKANG.

For the marketing community and the general audience, it is more curious to see whether Wang Zhentao and Liu Xiang can overcome the combination of Pan Gang and Liu Xiang that has already appeared on the screen.

Before TVC was launched by Erie, "there is no emphasis on product characteristics, no publicity for a brand idea, and no complete product appears directly in the lens".

The invisible effect of this elephant is exactly what Erie needs.

According to reporters, the TVC was first announced in November 16, 2007 at the 2 marketing conference of Erie Olympic Games.

According to the advertising marketing plan of Erie group, Erie will focus more on the shaping of corporate citizenship in the future corporate image promotion, including the Olympic marketing, which is also included in the category before "Erie healthy China".

Now that the overall strategy has been decided, what remains is to find a suitable carrier to complete the Erie's image. Obviously, Pan Gang, a domestic dairy man, is the right person to be the spokesperson for Erie.

Leader: fame and wealth, the purpose of companies to invest heavily in advertising is obviously not for the sake of a leader in business.

The advertising strategy comes from the advertising strategy, and the advertising strategy comes from the overall marketing strategy.

And the form of convergence between Erie and AOKANG is based on the dual contribution of channel and brand.

Ye Maozhong, a well-known advertiser in China, told an interview with our newspaper reporters that although these business leaders in advertising films are somewhat unfamiliar to many consumers, they are familiar with many enterprise dealers. The leader of enterprises can jointly appear with stars. Especially the heavyweight stars such as Liu Xiang, the most direct thing is to enable the business leaders to gain popularity quickly, and also to reflect the strength of the enterprises. This is undoubtedly a great boost to the cooperation with dealers in the future.

Take AOKANG as an example, China's shoe market has entered the era of international competition.

According to Wang Zhentao's analysis, the implementation of internationalization strategy, first of all, is the product going out. At this point, AOKANG has basically achieved, and the next step is how to expand the product marketing network and create brand image.

Based on the dual needs of channel and brand, AOKANG should enrich the brand culture in the planning of advertising. Meanwhile, the joint appearance of Wang Zhentao and Liu Xiang has contributed greatly to its channel.

Advertising: out of the Hawking era, according to the domestic advertising industry's common practice, in the product advertisement, it will create a concept; in the brand advertisement, it is a slogan; and in the advertisement of the enterprise, what is needed is the dissemination of a concept and values.

Because the domestic consumer market is still in its infancy, the competition among enterprises is more focused on product competition.

But in advertising, especially on TVC, there is a lack of cultural connotations.

Chen Shaohua, the famous advertiser in Beijing and the creator of the bid for the 2008 Olympic Games in Beijing, once sighed to reporters: "at present, Chinese advertisements are only peddling, without cultural appeal.

To a certain extent, this shows that Chinese enterprises ignore the accumulation of long-term intangible assets.

Facing the upcoming Olympic marketing advertising war, Chen Gang, vice president of the school of Journalism and communication of Peking University, has expressed concern about the homogenization of many advertisements. "Now everyone is watching Liu Xiang's advertisements every day, but we don't know which company's advertisement is, and how we can find the difference in the use of Liu Xiang's communication competition."

When Ye Maozhong expressed his personal views to reporters, he thought that the advertisement should not only focus on the differentiation of advertising content, but also pursue the differentiation of advertising strategies in the overall way, so as to call it a good advertising idea.

"AOKANG has signed Liu Xiang since now, from" Liu Xiang wears leather shoes "to" Wang Zhentao is on the mirror ". Now that the advertisement has not been released, it has attracted so many people's attention. Is this a successful advertising idea?