Outdoor Brands Crazily Enter "Daddy Where To Go" Snatch Jinjiang Brand Two Hours To Grab Zhang Liang

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< p > < < a > href= > http://sjfzxm.com/news/index_s.asp > > Daddy where to go > < /a > in hot, parent child elements, strong star lineup and unusual outdoor adventure experience, combined with the three show, "Daddy where to go", brings together a lot of popularity. Many brands even begin to join the "dad" snatch war, especially the outdoor brand and children's shoes and clothing brand has long been ready to stir up. Recently, the reporter learned that a local outdoor article brand successfully reached a cooperation agreement with Zhang Liang and his son, and won the first prize in the "Dad" grab battle, in order to snatch "Dad" endorsement, will soon launch another wonderful brand marketing war.

Now let's look at the details with Xiaobian.

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< p > the industry believes that whether it is betting marketing or choosing star dad endorsement, it should be evaluated in conjunction with the brand development stage.

We should make use of the star effect to add brand points to the brand, and skillfully use various ways to achieve the maximization of the communication effect.

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< p > < strong > Jinjiang brand takes two hours to beat down "Daddy" a href= "http://sjfzxm.com/news/index_s.asp" > Zhang Liang < /a > /strong > /p >

< p > parent-child elements, strong star lineup and unusual outdoor adventure experience, combined with the three shows, where daddy goes, has brought a lot of popularity. 999 coldling, Infiniti, Miss food, < a href= "http://sjfzxm.com/news/index_s.asp" > Frog Prince < /a > have been attracted by the heartbeat and become a member of this "Daddy's going to where" brand show.

At home, there are also many "a href=" http://sjfzxm.com/news/index_s.asp "outdoor brand" /a and children's shoes and clothing brands have long been ready to fight, in order to snatch "Dad" endorsement, will soon launch another wonderful brand marketing war.

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After the broadcast of "P," where daddy went, almost overnight became the hottest topic on the Internet. Not only did it start a rush of parents, but also drove everyone's yearning for the outdoors and natural closeness, especially in this column, it was the first time that there appeared the appearance of the brand of local households, namely, "a href=" http://sjfzxm.com/news/index_s.asp "Lion Brand outdoor folding chair < /a >.

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< p > with the implantation of this "no intention of inserting willows and willows", more local outdoor and children's shoes and clothing brands are optimistic about this red and red program, as well as the stars and sons of the program.

For a time, robbing "Dad" into the countdown of every minute counts.

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"P > time returned to half past two p.m. on November 24th," I heard that Zhang Liang had already won our a href= "http://sjfzxm.com/news/index_s.asp", "assault clothes" /a, and I finally gave up my heart.

Zhang Liang, chief executive of a local outdoor brand, said that the company's brand strategy ended before 11 a.m., and the company decided to use a as the "href= http://sjfzxm.com/news/index_s.asp" brand spokesperson "/a".

After the meeting, Xu hurriedly contacted the Beijing agent of the company. He asked him to send the vest to Zhang Liang in the afternoon, and only let him try it on, can he go down to talk.

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< p > "look, this is a picture of his WeChat back. He is wearing a new red assault suit. He feels really good. It also strengthened my signature."

Xu's tone reveals more firmness, more about Zhang Liang's characteristics in his mind, and his brand has an amazing "inextricably"......

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"P >" Zhang Liang, North drift, naked marriage, cook failed to enter the modeling industry, and finally become a famous model, is the focus of every luxury brand show, all of which coincides with our "advancing forward" brand idea.

What's more, when he appears in his brand shoes and clothes, where he goes, he will be able to maximize the exposure of the brand with the help of the current hot program.

Xu also revealed that they will finalize the details of cooperation with Zhang Liang in the shortest time.

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At the same time, another outdoor brand, P, is also fighting in secret.

"Since Dad Zhang Liang has been promoted by other brands, now, the rest of the father, thinking about it, can relate to his brand, leaving Jimmy Lin and Tian Liang."

Lin, Jinsong brand director, St. Valentine's outdoor products Co., Ltd.

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< p >, however, the quotations of "a href=" http://sjfzxm.com/news/index_s.asp "> Jimmy Lin < /a" have discouraged many enterprises.

According to the brokerage company's offer, Jimmy Lin's personal offer has exceeded 8 million yuan, and the popularity of this program has again promoted his status.

Another popular father, Tian Liang, is equally expensive.

"With the late promotion cost, the marketing cost will be as high as tens of millions, which is the marketing cost that local outdoor brands can hardly afford at present."

Lin Jinsong said.

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< p > with the daddy's going to the first season, it will soon be the first time to catch up with the a href= http://sjfzxm.com/news/index_s.asp.

Lin Jinsong believes that if we can get ahead of schedule, we can work out a better marketing plan before the second quarter of "daddy go there". This may not only involve celebrity endorsements, but also a series of brand implanting scenarios and public relations activities.

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< p > according to industry sources, < a href= "http://sjfzxm.com/news/index_s.asp" > CAMEL < /a > is now planning to run its spokesperson on the second quarter of "Daddy where to go". If successful, this will open the era of outdoor brand celebrity endorsement war.

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< p > < strong > "Dad" is more ground gas to be "looting" reasons < /strong > < /p >

< p > in fact, the reason for choosing "Daddy" endorsement is not only because of its star effect, but also when the star effect is brewing the superposition effect on a hot program, the use of social hot spots for brand building and the popularity of "Dad" stars are the true portrayal of these brand ideas.

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< p > as the fourth quarter undisputed viewing leader, "where is daddy going", according to the CCTV data, the first phase won a good start with the nationwide network ratings of 1.1 and the urban network ratings of 1.46.

And in the third phase of the program, the ratings continued to rise.

The CSM46 city has an audience rating of 3.21 and a share of 14.69%, which is 3 times the second in the same period.

The national network has a ratings of 1.8 and a share of 13.47%, which is 3.6 times the second in the same period.

The third phase of the national network subscription share swept all the programs in the first ten months of 2013.

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< p > "when you see this person in the hot screen, you can see him in our store now. He has become our brand spokesman. This kind of marketing experience that consumers feel is not yet tried by domestic outdoor brands. We want to be the first person to eat crabs in this industry."

Xu Jun, who grabbed "Daddy" Zhang Liang, came to me.

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< p > at least, Zhang Liang, a href= "http://sjfzxm.com/news/index_s.asp", "everyday" /a "and" where daddy goes "is a highlight in the winter of 2013, and at this moment, the instilling power they bring is not to be underestimated.

And the use of brands to spread hot spots, this is also a marketing tool to win the chase.

For example, the 999 cold flu Ling, this time and "Daddy where to go" cooperation, to 999 cold Ling and children cold flu brand brought about the success of the recognition of all to see.

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< p > another point is that almost all the celebrity endorsements in the past are high above, and in today's more emphasis on consumer experience and interaction, the extensive marketing method on the high-altitude front is no longer applicable. The star outdoor reality show shows for the first time the daily life of the stars and children. The program group set up a series of tasks completed by the father and son to create an unforgettable time for the father and son, who seldom had the chance to stay together, and at the same time opened up a hot topic of discussion.

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< p > "this close contact makes the experience between brands and consumers more natural, and outdoor activities are more suitable for outdoor brands. This has become a better carrier for brand experience marketing. If a brand can find a suitable festival or activity to attach to and develop marketing, it may be easier to promote brand awareness than its own team marketing alone."

Lin Tianhuang, brand manager of Tianlun Tian outdoor products Co., Ltd.

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< p > especially in China, outdoor leisure lifestyle has become more and more popular. From small to public, it has completely changed the way of outdoor brand marketing. From TV commercials to TV dramas, and to intervention in variety shows, outdoor brand advertising is not restricted, and more and more marketing methods can be selected. Combined with hot programs, it may become the inevitable advertising development in the future brand development stage.

Because of this, behind the brand marketing, not only grab "Dad", but also grab "children", a large number of < a href= "http://sjfzxm.com/news/index_s.asp" > children's products < /a > industry brand.

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< p > in fact, from the perspective of program production itself, compared to this year's music variety show, "I am a singer" and "where daddy goes," the indoor recording form of the anti mainstream music variety show moves the program to the beautiful outdoor scene. The program also eliminates the exaggeration of the star's personal success and aura in music programs, but focuses on the children of innocence, hoping to excavate the real life behind the stars.

The program of "small refreshing" and the content of "tender" program attracted a lot of attention from young parents, and also changed the aesthetic fatigue of Chinese TV variety shows.

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< p > local children's products industry brand < a href= "http://sjfzxm.com/news/index_s.asp" > ABC brand < /a > manager Huang Weicheng said, "return to family, care for children, this is" Daddy where to go "program purposes, and this is also a lot of children's products industry brand has been advocating the idea, this is also a lot of children's shoes children's wear LOGO want to squeeze into the children's reasons.

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< p > before "daddy went there", ABC also considered the implantation of "Daddy where to go," but because of its tight schedule, he had to give up eventually.

Nowadays, with the great fever of "where daddy is going", some children's shoes and clothing brands that have the concept of parent-child concept are more able to connect with the "parent child show", which can resonate with their father and children, and further use the hot screen of "where daddy goes to" to enhance the brand's public image and popularity.

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< p > < strong > continue to promote "Dad" for a longer time. < /strong > /p >

< p > > Where is daddy going? After the big screen fire, some people are crazy, some are calm and calm. There is another understanding of marketing from behind the calm. With the popularity of the program, many enterprises have a strong interest in sponsoring the program or the two generations of star father and star in the program, but the enterprises also express their doubts about the persistence of the program's influence. How long can the "Daddy" and "children" be able to fire? < /p >

< p > "at present, there are only two sites left in the first season. One is Fujian's Wuyishan, the other is Hunan's Phoenix Town.

Program ratings are quite high, but no one can guarantee whether the second season brings the same high ratings.

Four questions were raised in the industry.

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< p > with the launch of "Daddy where to go", "doll" and "sell Meng" will become the theme of this season and even next year's variety show. The major TV stations in China also choose to follow suit to join the war group and fight on the parent-child program.

Qinghai satellite TV's "Daddy and Mommy watch me", "Shaanxi's bad dad" by Shaanxi TV, "I'm not a star" by "satellite TV", "stars know my heart"...

A lot of similar programs follow the trend of the crowd, which is likely to cause the audience's visual fatigue. Whether the program can maintain high ratings remains to be seen.

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< p > > a href= "http://sjfzxm.com/news/index_s.asp" > Di Meng children's shoes < /a > marketing director He Yaowu said that a TV station was preparing to start a similar variety show recently. The program once came to DiMeng to seek sponsorship, but the two sides failed to reach specific cooperation intentions.

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< p > > a href= "http://sjfzxm.com/news/index_s.asp" > ho Yao Wu < /a > shows that in the program of "where to go to Daddy", the audience may most like these children, but the main reason for attracting the audience to watch the programs comes from these star fathers.

With the broadcast of the program, the audience's expectations for the next phase of star dad will rise, while the star father who is willing to expose his children and has high popularity is "a rare commodity".

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"P >" "parent-child program is not a show, if 'dad' is a grass root, it may not be so attractive to the audience."

Most of the stars in China choose not to expose their children too much to the media.

At present, other TV stations are ready to launch similar programs. Once the new program or the two generation of stars appears, the audience's vision may be pferred, or the visual fatigue of similar programs will be produced.

The two generation of stars and stars that only record a few episodes will be forgotten.

He Yaowu said.

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If you choose these baby endorsements, if the follow-up promotion work is not good enough, the results will not be satisfactory. Secondly, the babies can't be exposed to the screen as high as their father stars. This may be like a wind crossing. Huang Weicheng has the same concerns. Even if he chooses to insert advertisements, the cost of a set of up to 500 thousand yuan can only be exchanged for 15 seconds of brand shots. If it's just a hype, then the price for the brand is really too expensive. Besides, a few shots will not necessarily be effective after the instant. The audience will not deliberately see it. What are the clothes worn by the father and the baby? What are they eating? < /p > < p > especially for children's shoes and clothing brands, first of all, children's changes.

< p > this point, < a href= "http://sjfzxm.com/news/index_s.asp" > children's brand < /a > can learn from Li Bai to remove the bully this time to take advantage of the "little Daddy" hype.

Li Bai Qu Ba has prepared the perfect promotion plan at the beginning of the play. During the broadcast, it was more flexible and responsive, so that the effect of film and television implantation was maximized. It also created an opportunity for increasing sales volume of products, and became a model for the industry to recognize the film and TV implant cooperation hype.

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Xu P also said that before he decided to sign a contract, he and the brand had known the activities of star dad next year. That is to say, the signing of Zhang Liang with the help of this hot spot is just a beginning. Next, < a href= "http://sjfzxm.com/news/index_s.asp" > Zhang Liang < /a > will also attend the large-scale public relations activities such as Beijing ISPO, and follow-up product promotion plan.

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< p > "we all know that the heat of a star directly determines whether he or his brand can be exposed to high frequency, and whether it can make the brand always active in the focus of people." therefore, asking for celebrity endorsement is like a bet. Time and opportunity are equally important. At least, the comprehensive evaluation and a complete set of promotion plan planning is more essential.

Insiders said.

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"P >" of course, you can be like Korean a href= "http://sjfzxm.com/news/index_s.asp" > outdoor brand < /a > keen on implantation and the use of methods and methods are proficient.

This may serve as a reference for domestic brands.

Its implantation skills have a certain length of time and integration into the plot. For example, in the May princess in China, female two operates an outdoor brand store. The role setting and performance of the work scene naturally increase the exposure rate of the brand, for example, the guests enter the store to buy clothes, and the storyline happens in the store.

< a href= "http://sjfzxm.com/news/index_s.asp" > the chief brand of /a, Liu Zhishen.

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