Interpretation Of Spokesperson Marketing Principles Of Camel Brand

At the end of the year, a large number of enterprises are busy making annual marketing plans, and many companies renew or choose new brand spokesmen. Although they are not professional marketing people, but in view of the dual purpose of watching beauty stars and rubbing rice, I have participated in many brand endorsements signing ceremony and starting process, and I feel a lot. It is for those who spend a lot of money, but still several times to take pictures, a face to face the brand is anxious, but also for some of the brand of the electricity supplier start, the spokesperson marketing to play and happy. For example, the camel that is resistant.

If you don't say much, here's a brief analysis. camel Spokesperson marketing, and X brand (beating people is my principle) endorsement marketing (in fact, only endorsement, no marketing) contrast, look at the business enterprise communication first took place. Spokesperson marketing Evolution.

　 Who is the suspense and borrowing power of the 1. spokesperson?

First of all, Beckham triggered public concern, and then enlarged the attention to many fields through the "four shells". The event marketing and suspense marketing were skillfully integrated into the signing of the endorser, and spent a lot of public relations fees, and there was an additional amount of brand exposure.

In this regard, you can search for "camel endorsement", public relations draft is more, I will not say details.

Of course, we can say that this is relatively unscrupulous, but from Ribbe Sleigh's leader, as long as we do not touch the core value of the enterprise brand, sacrifice principle is also the principle of electric business.

The X brand invited more famous stars in China to take a number of endorsements, and set up a press conference, spending 2 news releases in entertainment news, and then disappeared. Spend a lot of money (press conference spent about 1000000, the annual endorsement related costs 4 million more than, but no effective assessment).

　　 2. choice of spokesperson:

The spokesman of the old age is to enhance the brand with the reputation of the spokesperson; the spokesman of the modern era has added the brand image with the image of the spokesperson; while the spokesman of the social media era is to communicate with consumers in a brand consistent perspective; how to communicate with consumers is another knowledge, but the choice of the spokesperson can trigger the willingness of the core consumer groups to communicate voluntarily.

From this point of view, in the case of similar popularity, the spokesperson needs a strong social media activity.

Let's look at the 2 spokesmen of camels. Though the spokesmen are quite controversial, they speak freely, love challenges, and have various forms of communication with consumers, such as magazines and micro-blog.

The new spokesperson, Bell Grills, is also an outdoor outfit who loves to live in the open field of social media. "Bei Ye" is not only very famous in the outdoor circles, but also has a reputation in the domestic social media, and stands at the top of the food chain.

If Bei Ye is truly involved in the spread of these viruses, then for camels, the picture is too beautiful to imagine.

Moreover, Beckham had not endorsed the domestic brand before. For the first time, there was an international famous star endorsing the birth of the Internet (camel is half a bar). Beckham endorsed the first Chinese brand, which was a good propagating gimmick.

　　 3. the use of spokesmen

How the camel will use the light and heat of Mr. bel will be able to guess again, but how to make Han Han produce more value in 2013 can be studied.

The brand activities at the core of the spokesmen (say the foreign brand enterprise is very familiar, but the domestic electric business combines the brand with the promotion, also is a half innovation);

　 During the promotion period, the spokesperson used micro-blog to drain the shop.

And Han Han's daughter as a drainage gimmick, star + children, micro-blog launched the two magic weapons to attract attention, the natural effect is very good.

　　 Effective utilization Spokesman Other behaviors:

Han Han and Jimmy Lin took a group photo in F1, because the number of advertisements on both clothes was huge, which led to a debate between fans on both sides. The camel, who had never had anything else, also joined in high profile to support Han Han. It not only promoted the relationship with the spokesperson, but also gained a lot of exposure by F1 and Lin Zhi Ying.

　 Let's take a look at the words of Xia Bei Ye.

First: this camel is not only a spokesperson but also a director of product design. It will be deeply involved in product design, research and development and experience, but at least camels can produce several products that are designed by Bei ye and others are involved in the design. Not only for brand endorsement, but also directly become a product spokesperson. Referring to Han Geng and G Phone mobile phones, it is not difficult to get several high price commemorative editions.

Second: online and offline outdoor related interactive guidance must be indispensable, and the name of Bei ye can be free to pull several outdoor outdoor well-known grass roots to participate in activities, and save a sum of money.

Third: it is vulgar, but there will be a good effect of the bel theme virus incident. If we didn't do it this year, the camel marketing department could go along with Bei ye to find a grand canyon god horse.