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Local Children'S Shoes Brand Enterprises Rush To "Outdoor Reality Show" To Start Brand War

2014/6/25 14:55:00 40

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with more and more outdoor reality shows blooming, more and more Quanzhou enterprises are appearing on the screen. Even though all kinds of sponsorship fees are rising steadily, many enterprises also want to use this trend to win consumers' favor. However, in the face of flooding, and even almost outdoor outdoor reality shows, enterprises want to stand out in sponsorship cooperation, and need to graft more innovative mode of cooperation. 
 "Daddy where to go 2" is broadcast in Hunan satellite TV and Iqiyi. The challenge items of "heavy taste" are set up, "the culinary display of China on the tip of the tongue" and "the children are sprouting up less and less". Even so, none of these obstacles will result in the high ratings of the program. 
 earlier, under the impetus of "where daddy went," all kinds of outdoors "a href=" http://www.91se91.com/news/index_h.asp "reality show < /a" quickly became "hot". And its corresponding naming merchants and sponsors also rushed to the outdoor reality show marketing war. 
"P" as "Dad came back" in Zhejiang satellite TV's hot broadcast, as a special sponsor of the Chinese children a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > leading brand ABC is also known by more and more people. The head of ABC business said that ABC KIDS chose dad to come back. Besides watching the Zhejiang TV's appeal, it was also based on the program's parent-child reality show attributes and the theme of "care, care and family warmth". This coincides with the brand concept "love" that ABC KIDS has been adhering to for many years. At the same time, it is also the embodiment of ABC KIDS "a href=" http://www.91se91.com/business/ "brand" /a "continue to carry out its" double-sided adhesive "communication strategy, and strive for the combination of quality communication resources. 
"P" is unique, and the pan's new drink, black sugar and plum, join hands with Hunan satellite TV to launch the star self-help long distance reality show, flower and youth. This reality show program was formally met with people in April 25th. The program has captured the attention of young people in the process of filming. Zhang Han and Hua Chenyu, the two popular teenagers, paired five different styles of "elder sister", including Cheng Peipei, Kaili Zhang, Xu Qing, Liu Tao and Li Fei'Er. 
 Su Yan, director of planning of Pan Pan Group, told reporters that Hunan satellite TV as the leading place in the national influence satellite TV has a higher sponsorship fee. If we don't talk about price, from the aspect of communication effect and reputation, Pan Pan's hand in hand reality show marketing is successful and worthwhile. 
 it is reported that Hunan satellite TV recorded "I am a singer" from the studio to the "Daddy where to go" to the nature, and then to the "flower and youth" that has taken the national gate, the lens radiation scope is broader. 
 Su Yan said that the reason why Pan Pan sponsored "flower and youth" is nothing more than two points: the influence of Hunan satellite TV platform is large, and the fit between the program and the products of the enterprise is high. "This is the reason why the" black flower "and" the youngsters "join hands with the flowers and juveniles, and their platform influence is naturally not necessary. On the other hand, the black sugar plum is a traditional nutritious drink, which is very consistent with the healthy and beautiful image of the five golden flowers in the program. At the same time, Mei Mei Cheng in drinks also has the effect of quench thirst and help digestion, which is a necessary companion for home travel. Su Yan said, like Pan Hwang Lu's sponsorship of Jiangsu TV's "strongest brain", the attributes of the product and the high degree of fit between the main crowd and the program are the main reasons for Pan Pan Group's choice of program marketing. 
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 strong combination > /strong > /p >
 outdoor reality show climax /p >
 in the view of Guo Hanyao, a real marketing expert, the key to the success of a brand's outdoor reality show is whether the brand matches the program, whether their appeal is the same, or whether the program audience is the target consumer group and disseminator of the brand. 
 "outdoor reality show" has its own characteristics, its reality is strong, and its content is similar to live broadcast. It is more visible. The audience is not sure what will happen next. The nature of the program is different from the ordinary variety show, and there are stars to attract the audience's attention. The outdoor reality show has been in Korea for many years, and in many western countries, it is relatively new in China. In addition to investing in the nature of outdoor reality shows, corporate sponsorship programs complement the attention groups of their own brands. Guo Hanyao told reporters. 
 the industry believes that the audience groups of China's programs are fragmented, and outdoor reality shows have their own fixed ratings. If the audience of the program coincides with the brand consumer group, then the investment of the brand is very valuable, and the relevant advertising can catch the eye. However, if we do not fully evaluate this aspect and do not carry out accurate investment, then the investment of enterprises will be risky. 
 but more importantly, for most of the local traditional brands, such a high level of marketing costs, most enterprises are just deterred. "It is undeniable that the use of hot screen programs can quickly increase brand exposure, but this way to seize the commanding heights of high-quality media sources is not practical in Jinjiang. After all, the marketing era of" living within the means "has arrived, and the first thing that businesses measure is the cost performance of this marketing project. In addition to the necessary marketing, now, enterprises still have to really settle down and do a good job. GLU marketing director Cao Jin said. 
 but in any case, it is certain that whether it is "flower and youth" or "Daddy's coming back" and "Daddy's going to where", the outdoor reality show that emphasizes group relations will be the topic of the whole year in 2014, and the topic that it can climb up will also occupy the major media. According to the industry analysis, unlike the reality show in the past, outdoor reality shows went from indoor to outdoor, and from personal focus to group interaction, which are more various topics and uncertain speculation. 
 "as long as companies and brands can seize such a rare focus nowadays, they can take advantage of the situation to enhance brand awareness. Especially if we can hype through a series of public relations activities under the online and offline, we can finally achieve the effect of spending small money to do great things. The industry insiders said. 
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 catch the focus /p >
 win the highest cost performance 
 assess risk and seek the best fit point 
 in fact, the main attraction of outdoor reality shows is the two generation of stars and stars. Star life is more mysterious to ordinary viewers. Therefore, after the launch of "Daddy where" has become a legend of domestic variety shows, many brands are willing to invest in sponsoring outdoor reality shows. The industry suggests that in this process, the best fit between brand and program can stand out among the big sponsors. 
After P's careful and comprehensive preliminary consideration, Jiashi Food Industry Co., Ltd., a local food company, collaborated with "star walking". Lu Rui, vice chairman of Jia Shibai, told reporters that "following the stars" is a large-scale interactive program which was jointly performed by 14 favorite disciple of Mr. Jin Tielin, the godfather of Chinese national music, and was filmed in Hangzhou last month. 
 according to the introduction, there are 14 episodes of "follow the stars". The first episode of the magazine is exclusive. It sponsors the whole program, and the value of the product is about 14 million yuan. The program is expected to be released around the National Day this year. 
 "unlike other TV program marketing, we have jumped over the TV station to cooperate directly with the drama group, so we can directly discuss with the drama group on the program shooting, and have more voice." Lu told reporters that he himself was involved in the first episode of the program, so that it could better reflect the image of the company, which has never been seen in other outdoor reality shows. 
 Lu Rui said that under this mode of cooperation, the initiative of enterprises is also reflected in many places. Considering that the marketing effect will be weakened during the world cup, the plan for the summer vacation is also expected to refer to the recommendation of Jasper before and after the national day. In the plot, jasper and the drama group explored in depth and skillfully incorporated the concept of Jasper product into the medium of the plot. 
 in Lu Rui Yue, the outdoor reality show is the focus of attention nowadays. After the fire of "where daddy has gone", a series of outdoor activities of parents and children show signs of flooding. Many programs are changing the soup without changing the dressing. The audience is tired of aesthetic fatigue, and the effect of enterprise marketing will also be weakened. Therefore, enterprises should be cautious when choosing TV program marketing, and can not hold the psychology of putting the money into the second quarter with the effect of the first season. After all, few TV programs can last the first season. 
Huang Weicheng, senior manager of the P ABC brand center, believes that many outdoor reality shows have been launched, which may reduce the enthusiasm of the audience. Therefore, the brand should also carry out risk assessment when sponsoring, so as to ensure the best publicity benefits.