In the era of information explosion, people no longer like blunt advertising instillation, the value of traditional advertising is experiencing a sharp decline, and the enormous richness of commodities has intensified the popularity of the hundreds of battles. As a result, the pioneers of the commodity society began to explore the charm of entertainment. As the home furnishing company closest to people's lives, it is an active practitioner of entertainment marketing.
Celebrity endorsement: entertainment marketing does not change the magic weapon size s sister endorsement red star Mei Kailong mentioned entertainment first people will think of stars, the use of celebrity endorsement to enhance brand influence is the company's commonly used marketing techniques, of which the outstanding representative is Red Star Macalline.
In 2009, when the home market was not very prosperous, Red Star Macalline signed a contract with the size S brokerage company. The sisters of the size and size who had rich experience in filmmaking also had no expectation, and created various beauty for Red Star Macalline. Elegant advertising style. At the same time, the attention of size S has remained high in the past two years, and it is very dazzling in the entertainment circle. Therefore, people in the industry are exclaimed: Red Star asks S to be the spokesperson, which has a multiplier effect on improving the visibility of the company.
First of all, through the spokesperson, the market positioning of Red Star Macalline's high-end fashion was established. The industry believes that in the process of brand building, if you do not pay attention to the shaping of young factors, the brand is easy to age, so the brand needs to increase the youth, vitality, fashion sense and other factors in the construction.
In the interview, a landlord also said that the main force for renovation is now a young man. Even if the older person is going to decorate, the specific implementation depends on the children, so whether the store spokesperson is more fashionable and closer to the young people is especially important.
Because the size s plays an important role in the fashion industry, the young and fashionable image of Red Star Macalline is also deeply rooted in the hearts of the people, becoming a representative of fashion home stores, well known to consumers.
In addition, through the popular spokesperson also promoted the brand influence of Red Star Macalline. As the size of the first-line star and the Red Star Macalline, it is undoubtedly the equivalent of a strong alliance, further expanding the influence of the Red Star, so that Macalline continues to sit on the leading throne of the home store.
According to the reporter's understanding, in addition to hiring spokespersons, the star marketing strategy of Red Star Macalline has a new action.
On June 1st, Red Star Macalline will team up with the famous host of Hunan Satellite TV, Wang Hanzhen, to name the “Bird’s Nest†“Chop†big-name group buying event, allowing big-name star to host and big-name home brand pk, for consumers to get this year. Lowest Discount.
Marketing industry insiders said that the purpose of enterprise application entertainment marketing is not to seize resources, but to enhance brand awareness and reputation, and drive consumer behavior. Red Star Macalline links big-name stars with big-name home products, and seizes the needs and eyeballs of consumers in the first time. It not only enhances the brand image of Red Star Macalline itself, but also provides the participating home brands. Innovative marketing channels, while also meeting the final needs of consumers, is almost an example of entertainment marketing.
Joining hands with sports: entertainment marketing is unique. The sponsorship of China.com has a lot of entertainment marketing. According to the current fair classification, it covers eight areas, namely “movie marketing†and “television marketingâ€. “Music Marketingâ€, “Performance Marketingâ€, “Digital Entertainment Marketingâ€, “Entertainment Sports Marketingâ€, “Festival Marketing†and “Entertainment Venue Marketingâ€.
In addition to the star effect, entertainment and marketing methods such as video drama content, column advertisements, micro-movies, sports marketing, etc., through its visual impact on users, can also create happiness and fresh vitality, and attract consumers to participate actively. To make it easy and enjoyable in entertainment, thus stimulating consumers' memory and buying motivation.
Among them, the outstanding representative of the home business is the peak decoration of the industry.
In 2011, the industry's peak for the decoration of the China Net was highly praised by the political figures and contestants of the countries. The industry's peak was awarded the Special Contribution Award of the China Open Tennis Supplier. In 2012, Yifeng Decoration once again joined hands with ChinaNet to become the only designated decoration supplier for the China Open Tennis Tournament. The high-end, fashionable and healthy sports spirit and industry peaks represented by tennis sports and the characteristics of the mainstream customer groups complement each other. It also provides an excellent display platform for the industry peak.
Entertainment marketing integration is the most valuable for enterprises. Although China's entertainment marketing has a certain distance from the height of industrialization, the prosperity of entertainment marketing has triggered everyone's embarrassment for the future of entertainment marketing, which brings a lot of forward wisdom to home furnishing companies. power.
According to industry insiders, a successful entertainment marketing is not just a simple patchwork between entertainment products and corporate business appeals. Only the combination of the actual brand communication needs of the company for entertainment marketing integration is the most valuable for enterprises.
The premise of entertainment marketing integration is the deep insight into the entertainment consumption trend, including the research on entertainment content, platform, preferences, and entertainment media contact habits. At the same time, it analyzes the tonality, personality and brand value that the brand needs to pass, and finally finds Matching entertainment resource platforms and presentations.
Finally, we need to conduct a scientific evaluation of the effects of brand entertainment marketing, including marketing influence, consumer awareness, brand preference and reputation, so that companies can make entertainment marketing a systematic marketing strategy. An important part of. Just looking for a spokesperson, or combining a TV drama or column, or entertainment events to do a one-time "event marketing", these far from the perfect effect of entertainment marketing.
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