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The New Battlefield Of Entertainment Marketing Diversification: The Brand Of Shoes And Clothing Has Become Famous.

2012/3/30 19:53:00 5

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Embedding advertisements in film and TV drama

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Film and television drama

There are three levels of advertising in the first place: first, wear the brand shoes and clothes.

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Exit, which is the most common shoe wear brand implantation mode, such as the emergence of Transformers.

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The two is the combination of products and characters, such as "Du Lala's promotion", which tells the story of Du Lala's continuous improvement in the workplace. Du Lala's life, work and love are different. The shoes and clothes can embody the state of life and even the mood of the characters. They are more closely combined with characters. Three, combined with the plot, such as "devil wearing Prada", the characters themselves are engaged in fashion magazines, and the working environment is the environment full of shoes and clothing advertisements.

"The first level is the most common form in China, and it is also the most criticized model."

"The advertisement implanted in Du Lala's promotion" is a successful win-win cooperation. Chinese shoes and clothing brands, especially those growing brands that are gaining popularity, do not want to emulate this successful advertising implant mode. They choose works from two perspectives: script and audience groups. This is most conducive to achieving fame in the target consumer groups at the same time without damaging goodwill and stepping out of the first step in brand entertainment marketing.

Using celebrity effect

The most influential event in China's entertainment market is celebrity Jordan entertainment.

Basketball superstar Michael Jordan came to Beijing, startled the national media to compete and report, followed by Jordan's clothing, food and shelter. The commercial activities have been upgraded to public events for a while, and the biggest beneficiary behind such a strong focus is Nike.

Nike has orchestrated the entertainment marketing campaign to perfect the combination of Jordan and Nike sports shoes, so that Jordan can enhance the market sentiment of Nike shoes in the Chinese market.

Jordan's fans are the biggest consumer groups of Nike sports brand. Nike made a beautiful comeback to the competitors through the precise planning and using the basketball flier.

"It is a very difficult marketing mode to choose to use celebrity effect to publicize products."

Xiaobian said, "but in advance, it must be prepared and planned accurately. The most important part of the planning is that the celebrities chosen by the manufacturers must match the temperament of the merchandise, and the followers of the celebrities should try their best to match the target consumers of the products."

Jordan's fans must be young men who love basketball. They have the strongest purchasing power for sports brands.

It is Nike's recognition that has contributed to this successful celebrity effect.

This mode of entertainment marketing based on celebrity effect is especially suitable for self breaking of relatively mature brands.

The development of some clothing brands is relatively mature, brand positioning and consumer market are relatively stable, and lack of advantages in similar brand competition to seek breakthroughs.

Such a brand can use celebrity effect to enhance brand image, so that the brand can get a higher degree of goodwill among its competitors.

Internet is the new battlefield of entertainment marketing.

In the era of Internet, all entertainment activities have begun to be networked. With the help of entertainment events, the brand of marketing can not abandon the new marketing battlefield of Internet.

The biggest feature of entertainment marketing in the Internet era is strong interaction and fast dissemination.

Sina micro-blog's astonishing number of registrations and daily flows have made brand owners see that they can't get rid of micro-blog's big cake if they want to take the initiative in Internet marketing.

A group of Internet marketing companies specializing in micro-blog marketing, advertising companies and even micro-blog marketers emerge as the times require. Many clothing brands smell business opportunities.

Besides, micro-blog marketing is sensitive to news events and has strong timeliness.

For example, 2012 Hunan satellite TV New Year's Eve party, micro-blog launched a "look at the cross year micro-blog" activities, clothing brand also seized this opportunity.

When a guest performs on stage, if a guest wears a certain brand of clothing, the brand will promptly forward and publish the picture and purchase link of the merchandise in time.

"The characteristics of online entertainment marketing are to increase revenue and reduce expenditure, and lack of funds to invest in a huge entertainment marketing brand.