Local Children'S Enterprises, Alternative Marketing, "Dad"

Last week, it was named "310 million high price".

"The second season of Erie company, overweight, hit 500 million yuan, and continued to be named after the third quarter of" Daddy where to go ".

In the face of soaring marketing costs, local children's products enterprises joke that "cock wire" can not afford to sell on tall, but it can still borrow all kinds of "Daddy's" long tail effect and integrate new media communication mode.

Of course, behind this marketing move is not only limited to the cost of struggling marketing, but also based on the changing media environment.

When new media emerge, how should we make a cost-effective combination?

A lot of gains from "Dad"

In 2015, "daddy went there" in the third quarter of the total name in the attention of the dust settled, Erie won the total title at 500 million days, the entire advertising circle in an uproar.

Many people can not help but sigh: "so much money, is it worth it?"

As a matter of fact, as early as last year, Erie has named "Daddy where to go" in the second quarter at 310 million high prices. Behind it, Erie is trying to pry a ten billion market.

An insider familiar with the senior Erie said in an interview with the media, "the reason why Erie is willing to spend 310 million of the huge naming fee is because he wants to open the student milk market.

Before, because of the frequent occurrence of quality problems in the milk industry, some district students milk has also had problems, if forced to let parents choose Erie, it is likely to rebound, and the title "Daddy where to go" will reduce this trouble.

The fact proves that the QQ star has indeed made remarkable achievements in the market.

True, native

It is difficult for an enterprise to make such a big name of Erie, but by borrowing "Dad", these enterprises also taste the joy of success.

Local children's products brand Jiyue music, hand in hand through the parent-child program star, father and daughter, and break through the traditional only looking for children or adults endorsement promotion ambassadors single, with its strong brand strength endorsement, signed Guo Tao stone father and son file, with father and son file endorsement integrity to highlight the brand new image.

As of September, Jiji music has reached 800 outlets nationwide. The influence of Guo Tao stone on parents and children has further narrowed the distance from consumers, and fixed the emotional hub between music and consumers in the quarter to add new impetus to the promotion of Jiyue music brand.

The same goes for "Dad".

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ABC children wear said that their patronage "Dad came back" is a perfect match.

"Daddy came back" is the theme of "care, care and family warmth", which coincides with the brand concept of ABC children's wear over the years, "love" coincides with the strong communication platform of Zhejiang satellite TV.

"Since April 26th, it has always taken the first place in the same period. The popularity of the ratings has helped the sponsors and the program achieve a win-win situation.

"Cock wire" skillfully uses the "long tail effect"

The naming fee in the first quarter of "Daddy's going there" is only 28 million yuan, from 310 million to 500 million. The marketing game of "tall and big" almost lets local enterprises go without exception, but many local children's products brands try to find a more cost-effective way of pmission through the "long tail effect".

How to use the "long tail effect" to bring marketing sensation, CAMKIDS's attempt to "take the kids out" may be a successful example.

CAMKIDS in the second quarter, "taking children out" in the mode of public welfare activities is almost the same as "where daddy goes", but the most brilliant highlight is that they take advantage of the social influence brought by this upsurge of father, and ingeniously insert their own brand activities, starting from caring for children's physical and mental health growth, calling on parents to take children out of their homes more often in their daily lives, giving children more room for growth.

As a result, the two quarter of the event was launched online and offline, attracting consumers from all over the country, increasing the number of participants, and effectively enhancing the brand influence.

In fact, if the main carrier is likened to a banded pmission body, when the social hot spots are detonated, then the excavation and selection of the spot advertisement carriers will be equally important. How to integrate these fragmented vehicles effectively and find the "long tail effect" in the advertising media market is considered by local children's products brands.

Zhang Jiabing, director of sales in Southern China, Beijing, said.

Wang Xiaojun, marketing director of COOSKIN children's products Co., Ltd., said that from the perspective of company and brand, we all want to seize such a rare focus at the moment so as to enhance brand awareness.

But because of the limited marketing cost, enterprises should focus on this point and use it at a certain point related to this hot topic, and hype through a series of public relations activities under the line and line, so as to achieve the effect of spending money on major events.

It is worth mentioning that in sponsorship activities, ABC children's clothing adhere to the "media, terminal, consumer Trinity" propaganda policy, will open online and offline, traditional media and mobile Internet new media interaction, created a large voice, once again raised the ABC brand awareness and influence.

The pattern of child enterprise communication will change.

In the third quarter of the year, where the "daddy went to", almost all the children's TV advertisements spread in 2015. It reflects a fact from one aspect. The comprehensive advertising platform has been less popular with children's brand. On the contrary, the regional children's cartoon channel has been rapidly developing in content and landing, relying on the background of Taiwan, and has become a new advertising communication position for many children's brands.

For example, in order to rapidly pry the children's favorite lollipop market, in 2014, yak and Guangdong Jiajia cartoon TV co operated the "baby day regiment" activity column. The young group reality show "Yakai" created by yako "every day" made the audience shine before the new mode of "group combat".

According to an enterprise source, next year will continue to consider the number of local children's enterprises that advertise TV commercials in the national comprehensive cartoon media, and most children's enterprises will choose to advertise in some regional media.

In fact, the regional children's cartoon channel is also working hard to produce influential columns.

After several years of shuffling, now they are intensive farming, the key markets are focused on nurturing and point to point penetration. Therefore, these regional children's cartoon channels are more favored by local enterprises.

Wang Xiaojun said, in general, local children's products enterprises still need to cultivate their internal strength, and they must walk steadily and not rush.

Of course, brand promotion is an important part of the marketing system at any time. "Nevertheless, we will turn our attention to the media with high degree of integrity. For the children's products industry, cartoon media is still a good choice."