Advertising Mistakes Of Golden Monkey Leather Shoes

Beijing's subway and bus advertising screens have been playing golden monkey leather shoes at high frequency for many days.

Monkey King was flying in the sky with colorful clouds. She was shakes her eyes by the leather shoes of Jin Tong Yu girl who had been carried by the world, so she landed in a city to see it.

Then he turned into a Liuxiaolingtong in a suit and a leather suit. The monkey threw up the advert "wearing golden monkey leather shoes and walking on Golden Road".

I don't know if people will buy golden monkey leather shoes if they see this advertisement. Anyway, I will not, and I will never recommend it to anyone.

This advertisement makes consumers' psychological experience and the brand association of golden monkey leather shoes very negative, even though they are very fond of the grand master.

Compared with the "calm and quiet" of the king of beasts and the advertisement that Alan Tam smoked cigars gracefully, the advertisements of golden monkeys are incomprehensible. The brand image is vulgar, old-fashioned, fashionable and comfortable. Compared with AOKANG's "dream is coming out" and Liu Xiang's healthy and bright image, there is no doubt that "relaxed, comfortable and every step" is obviously more moving, convincing and appealing.

As long as you wear shoes, you must have an impression of Nike, Adidas and other sports shoes. Compared with that, the advertising of golden monkey leather shoes is a great failure.

The purpose of advertising is to tell consumers why they want to buy products in their products and what specific benefits they can get, to stimulate product sales, and to create brand and corporate image.

In addition to letting the audience know the product and enhancing its popularity, advertising is more important to enable consumers to identify and resonate with the products, so as to distinguish them from competitors and similar products, establish the relationship between consumers and brands, and cultivate consumers' preferences for products and loyalty.

Advertising, just for advertising, is unable to add a dazzling aura to the product. On the contrary, it may lead consumers to distance themselves from the product.

The author made a small survey of men's leather shoes. 30% of the respondents knew or had an impression of advertisements for golden monkey leather shoes, and 90% of the respondents said they knew or were impressed with the advertisements of golden monkeys, but they certainly would not buy them.

Golden monkey, beast king and AOKANG are well-known footwear companies in China. They are national exemption products and well-known trademarks in China. They have certain consumer market and reputation.

However, the golden monkey must be at a disadvantage after the advertisement. The product can not get through the sale, nor can it impress consumers.

Basically, I haven't seen the store or counter of golden monkey leather shoes in supermarkets and department stores in Beijing, and I can't see the specific positioning crowd and consumer groups of golden monkey leather shoes. Then this kind of advertising creativity and disjointed market operation are hardly a successful marketing From EMKT.com.cn.

Ogilvy, the father of advertising, has a worshiped speech: every advertisement is a long-term investment in building brand personality.

Advertising plays an important role in the process of brand building, which can be regarded as a great support for brand.

There is no doubt that when people think of a brand, the characteristics, images, user images and so on are all brand values created by advertisements.

Obviously, when the functional difference of products tends to homogenization, the brand will replace the use function of the product itself, provide consumers with reasons for buying and the interests of choice, and the competition between products and products will also become the competition between brand and brand.

To impress people, advertisements should satisfy consumers' psychological interests, make products and brands express certain specific meanings, increase added value, and establish brand and corporate image.

The advertising error of golden monkey leather shoes is that its brand image and brand association gradually become a joke rather than a product highlight.

The success of early golden monkey leather shoes has its special reasons.

During the journey to the west, the company grasped the golden opportunity acutely, invited Liuxiaolingtong to be the spokesperson and advertise for leather shoes in CCTV, thus opening the market quickly.

Now that the market environment is different, consumers are upgrading, and consumer culture is becoming more and more popular. Should advertising be "keeping pace with the times"?