Internet + Brand Marketing: Interactive Marketing And Consumer Group "Play" Up

Children's slide, photo wall, tree shelf, multi-storey arch corridor.

A few days ago, the XTEP children flagship store, which is still in the center of building products in Xiamen, was hosted by a famous CCTV TV host Ju Ping elder sister, green bubble and consumers. While selling many products of XTEP children, it also made XTEP's third generation children's shop full of childish interest deeply rooted in people's hearts.

With the gradual maturity of consumers, more and more brands begin to be implanted and interactive.

"Play" with consumers, let consumers first contact with the brand emotionally, and then achieve the purpose of enhancing brand awareness and reputation.

Robbing children's entertainment program resources

In fact, Ju Ping's elder sister and green bubble arrive in Xiamen not only for a meeting, but also for the 2015 "big hands and little hands, I want to go to CCTV" judges of the Southern China District semi-finals of the National Children's talent selection activities, and the title of the children's program is also XTEP children.

Ye Qi, executive vice president of XTEP group, told reporters that after the XTEP children reached a strategic partner with the CCTV children's channel, naming the "big hands and small hands" activities became an important cooperation content.

In order to get the program to land, to achieve interaction between online and offline, and to maximize the effectiveness of sponsorship resources, XTEP children launched the national election campaign "big hands and small hands. I want to go to CCTV" to select programs throughout the country.

"Through the sea election, on the one hand, it increases the interaction between the brand and the consumers, enhances the stickiness of the brand, and on the other hand, it enhances the influence of the program itself."

While the audition of "big hands and small hands, I want to go to CCTV" is going on fiercely, another hot season of the third season of children's singing program "China new sound generation" is also rising. The sponsor of this program is the 361 degree children's clothing.

"The previous launch mode is more" punctuated ", such as sponsoring a program, showing the brand at the end of the program, lacking continuity, the impact on the brand and the sales promotion role of the terminal is not strong; now more is" banded ", choose the programs that can attract the audience's resonance and continuity, do more in-depth brand implantation in the program, and combine the operation process with the terminal.

Chen Zhicheng, general manager of the 361 degree children's wear, said that this is also the reason for the cooperation between the 361 degree children's clothing and the "new Chinese sound generation".

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The popularity of children's shoes brand in Quanzhou is increasing for children's entertainment programs.

In addition to XTEP children and 361 degree children's wear, Cambridge children's clothing also sponsored the children's program of CCTV children's channel, waiting for you to grow up. POOVE has become a special sponsor of the CCTV children's channel "Galaxy theater" and the "animation show" column.

Target consumers by interactive marketing

While grabbing children's entertainment program resources, children's clothing enterprises also pay more and more attention to the opportunity to interact with consumers through program resources.

XTEP children's "big hands and small hands, I want to go to CCTV" National Children's talent competition attracted tens of thousands of children and parents' attention.

"Many parents are aware of the brand of XTEP children in the process of signing up their children, and become brand names.

And loyal fans. "

Ye Qi said.

Similarly, in the third quarter of "361 degree children's clothing China new sound generation", the mode of activity is innovating, choosing every period by different stars and big coffee as children's teachers.

In the competition system, we also made innovations, fully interacting with the spectators, and selecting the best song for the children after 00, and assembled it as "bronzing record".

Anta children and the "second shot" cooperation launched "baby move up" activities, invites lovely babies to show, dance show skills, a "sprouting" in the end.

In the video uploads of "baby moving" video theme, there are many stars such as Hu Bing, Guo Xiaodong, Zhang Yihan, Banny Chen and so on, which has increased the exposure of the brand.

In addition, under the entertainment package of Meng Bao dance, Anta children will let more children "less stress, more exercise" brand ideal contain, enhance the activity style to the public welfare height, while increasing the topic dissemination ability, also has won the reputation for the brand, and the achievement has narrowed the distance between the consumers.

Industry marketing experts say that the way of interactive marketing allows consumers to be in an unconscious state.

Interaction and intersection, brand implants are subtle and profound, though not directly from the perspective of activity itself.

The increase of sales volume can accumulate loyal fans and user groups for the sustainable development of the brand.