XTEP 130 Million Takes The Name Of "Day To Day" And Talks About The Entertainment Marketing Of Shoes And Clothing Industry.

< p > enterprise is essentially a stage, each brand should learn to show itself, and the future will also be the era of entertainment marketing to sublimate the brand. A successful entertainment marketing is not only a simple patchwork between entertainment products and business demands of enterprises. As a part of entertainment marketing, finding the fit point and embedding brand is the starting point and purpose of investment sponsorship. < /p >
< p > < strong > entertainment marketing: Sublimation brand new era < /strong > < /p >
< p > the success of Mengniu yogurt named "super girl" was the success of a cross media entertainment marketing. It used various means, including Internet, television, magazines and short message voting, to set up the agenda, play the role of different entertainment media, and provide different channels and ways of entertainment participation on different media platforms. < /p >
< p > introduction of the industry, "entertainment marketing has many forms, such as celebrity endorsement, film marketing, music marketing, sports marketing, network video, print media, TV broadcast, contest selection, tourism exploration, art exhibition and so on." < /p >
Today, P has made many attempts in entertainment marketing. From a href= "//www.sjfzxm.com/" > XTEP < /a > with 130 million yuan to win the "day to day" program naming rights; Hongxing Erke products implanted in the youth inspirational idol drama "Grand Slam"; the national popular "dwelling" in Heng An Group's heart to reflect the product implantation; Chen Daoming and Wang Zhiwen starring in the TV drama "mobile phone", Pan Pan food several of its flagship products deeply implanted in the plot of the drama. Many Quanzhou products and actors complement each other to reproduce the painful and happy history of small and medium-sized people in real society, and bring a fresh sense of reality to many domestic TV dramas. At the same time, Quanzhou enterprises have also embarked on a new road of diversified marketing. < /p >
< p > Scott McCain pointed out in the book "business show" that "in the future, all industries will be entertainment industry". The essence of enterprises is a stage, each brand should learn to show itself, and the future will also be the era of entertainment marketing to sublimate the brand. < /p >
< p > < strong > reasonable match: identify a href= "//www.sjfzxm.com/" > brand < /a > fit point < /strong > /p >
< p > "using the background of the information age to start the brand, and strive to cultivate our own new economic growth point. Implantable marketing has become the driving force behind brand upgrading in the new era. Huaqiao University professor Su Zhaohui said Su Zhaohui. < /p >
< p > of course, a successful entertainment marketing is not only a simple piecing of entertainment products and business demands of enterprises. In terms of expression and advertising implants, different brands will definitely have different appeals, but one thing is common, integrating brand spirit into stories, and letting brands fly in a subtle way. As a part of entertainment marketing, finding the fit point and embedding the brand is the starting point and purpose of investment sponsorship. < /p >
Xiao Mingchao, deputy general manager of the new generation market monitoring organization, said that only by taking the entertainment express can the brand become P young and energetic. "In a brand building process, if we do not pay attention to the shaping of young factors, brands will easily become old. Entertainment marketing such as film and TV drama content, columns and other advertising implants, micro films, etc., through its impact on users' visual impact, can create happiness and fresh vitality, attract consumers to participate actively, make it enjoy a relaxed and happy experience in entertainment, thereby stimulating consumers' brand memory and buying motivation. < /p >
< p > establishing and integrating entertainment elements and brand values is the key. Insiders said, "finding the elements in the brand image and matching the entertainment elements can achieve the greatest value. This requires enterprises to have in-depth and dynamic insight into the lifestyle of consumers, entertainment, and entertainment events, and combine them skillfully to avoid frequent and too abrupt in the process of video broadcasting." < /p >
< p > < strong > dispassionate analysis: Creative connotation increase effect < /strong > < /p >
< p > although on the surface of China's entertainment marketing is a prosperous atmosphere, Xiao Mingchao still calmly saw that "China's entertainment marketing is still in a relatively extensive stage, and has not yet risen to a high degree of marketing system. This extensive stage is actually a ride on a certain brand, grafting in a certain activity, hoping to improve the influence. < /p >
< p > a lot of people in the industry say that there seems to be a lot of problems in the seemingly hot marketing of entertainment. "The simple imitation of entertainment marketing methods by many enterprises has created many similar entertainment products, which makes the audience feel fatigued, and the marketing effect is also greatly reduced." < /p >
< p > however, when local brands try to implantable marketing, how should they grasp well and how to choose among the numerous implanted media? Professor Su Zhaohui said in an interview: "entertainment marketing, if handled well, can skillfully move the contents of advertisements to the hearts of the audience, and improve the effectiveness of advertising communication. The audience will not produce a boycott or repugnance mentality just like ordinary advertisements. We should also pay attention to the consistency and adaptability of the content of advertisements and the plot of films and TV dramas. For example, we should not add cheerful advertisements to tragedies, and do not add food advertisements to the circumstances of the shooting. {page_break} < /p >
< p > < strong > > "Dad" marketing < /strong > < /p >
< p > in today's diversified brand marketing, it is becoming a new trend for many brand enterprises in Quanzhou to put their brand into TV dramas or movies and display their image through mass media such as film and television. < /p >
< p > if the ordinary TV play is implanted into the brand and set up a certain brand image for the product decoration, then the Tianlong day's implantation mode in < a href= "//www.sjfzxm.com/" > where daddy goes to < /a > may bring about a brand of "embedded immigrant" of the local outdoor brand. < /p >
< p > "not only is brand and product, but also culture, through the display of products, it has injected emotional factors into the brand image. While watching the program, the close contact between the audience and the consumers is obviously more natural, and the outdoor activities are more suitable for outdoor brands, which has become a better carrier for brand experience marketing. Lin Tianhuang, brand manager of Tianlun Tian outdoor products Co., Ltd. < /p >
"P", director of the relevant department of Tianlun Tian told reporters that every activity has gradually interpreted the brand through different themes. According to industry sources, outdoor brands such as St. Valentine and CAMEL also have plans to run their spokesmen on the second quarter of "Daddy where to go". If successful, this will open the era of outdoor brand celebrity endorsement war. < /p >