Breaking through the traditional marketing model, wine brand implantation has unique advantages

In recent years, the concept of implant marketing has become popular in China. From the Spring Festival Gala to movies and TV dramas, implant advertising is common. In this trend of implant marketing, will wine still adhere to the traditional path? Many companies at home and abroad have begun to explore on the road of implant marketing. Can domestic wines also break the stereotypes and introduce a change in wine implant marketing?

Implantation marketing has a profound impact on wine

Product Placement Marketing, also known as Product Placement, is actually a grafting marketing model that has a history of hundreds of years abroad. It refers to the strategic integration of products or brands into movies, TV series or TV programs. Through the reproduction of scenes, the audience can leave an impression on the product and brand, thereby achieving marketing purposes. In recent years, the special advantages of implant marketing have made it an important publicity tool for many companies.

In fact, foreign wines have not stopped using implant marketing methods in movies for many years. From the well-known "Walking in the Cloud" to "Life with a Glass of Wine", these two films are based on grapes and wine, and are respectively set in the United States. The famous wine-producing regions of Napa and Sonoma, California. Because they are Hollywood masterpieces, the two films have great influence, especially "Life with a Glass of Wine" has a profound impact on wine consumption. According to data released by ACNielsen, sales of Pinot Noir rose sharply in just a few days after the screening of "Life with a Glass of Wine", which directly triggered a sales frenzy of wine in the United States and also led to an increase in the production of glass bottles. Sales of glass bottles in the United States surged by 45%, partly because the supply of Pinot Noir at US$12 -95 per bottle exceeded demand. In addition, in the film, the male protagonist Myers 'dislike of Merlot has had a great negative impact on the sales of Merlot wines, especially low-end products under $10.

This is the infinite charm of implant marketing, because actors in movies can easily become opinion leaders after being exaggerated by the mass media, and their words and deeds often have a strong demonstration effect, causing the audience to imitate. Almost all companies that choose to carry out implant marketing mainly produce products that are more relevant to the lives of the audience and emphasize popular concepts.

According to Chen Xu, a strategic operations expert at Anhui Babu Marketing Planning Company, product placement advertising is usually used in TV dramas, movies or TV programs, but the platform for product placement marketing can also be stage dramas, sports events, music/MTV festivals, electronic maps, online videos, blogs, printed publications, printed pictures, desktop wallpapers, etc., as long as it is a content platform with entertainment or news value that consumers can access, it may be used as a carrier of brand communication. Communicate to consumers a new brand experience. These various channels provide multiple options for wine marketing. It also shows that as long as wine marketing selects the right implant objects and grasps appropriate promotion efforts, it will inevitably receive twice the result with half the effort.

Implant marketing is not the usual path

There is an old saying in China: Four taels pull a thousand pounds. This means that you must use ingenuity to do things. To some extent, implant marketing is about winning by surprise, not following common sense, and focusing on marketing strategies rather than methods.

On January 7, 2010, a large billboard based on a photo of U.S. President Barack Obama was hung in Times Square in New York, the United States. Obama became a spokesperson for the clothing brand. The ad is based on a photo of Obama visiting the Great Wall during his visit to China last November. In the advertisement, Obama is wearing a black coat with the Badaling Great Wall in the background, and the slogan next to him reads: Fashion Leader. On the left side of the advertisement, the coat brand Weatherproof is indicated. In fact, the boss of this clothing company may not know that in the United States, it is not allowed to use the president's image to advertise. He openly knows the law and breaks the law. The goal is just to use implant marketing to promote his brand.

Although the billboard was taken down a few days later, the news has spread around the world through the Internet, and the photo of Obama wearing a Weatherproof black coat will forever exist in people's minds.

Coincidentally, the Cabernet battle in the wine industry and the agent battle in Custer in the past two years can also make people involuntarily think of it as a strategic battle hidden in the smoke of smoke. Although both sides are red and red, they have to admit that the industry and the media's attention to these events has far exceeded the significance of the final outcome of the dispute.

Therefore, marketing is an art that requires imagination. It can even go out of line, but as long as it can be recognized by the public, it is considered success.

Three major advantages of wine implantation marketing

Compared with traditional marketing models, implant marketing has its own advantages: first, it is an active, in-depth, flexible, and penetrating marketing method; second, it can quickly enhance brand awareness and brand value, and quickly convey core functions and new information; third, advertisements, brands and programs are almost without interference, and the advertising form is interactive and interesting, easy to accept by the audience, and subtly conveys information. The attributes and characteristics of the wine itself determine that it will have more advantages in implant marketing.

niche consumption

Wine is an elegant carrier of wine culture. Its characteristics determine that it represents a civilized and tasteful lifestyle. At present, wine consumption is still a niche consumption for successful business people. The impact of product placement is more on niche groups, with a narrow audience, small communication efforts, strong pertinence, and hidden communication methods. These characteristics of implant marketing just cater to the marketing effect needed by wine. Counting several famous French houses, their products have appeared in movies many times without exception, such as the Admiralty wine in "Casino Royale", the Chateau de Pritry wine in "The Disciples", the Château de Margaux wine in "Paradise Lost". As for Lafite, it appears most frequently. In many movies, as long as luxury life is expressed, 82 Lafite is mentioned. Lafite is synonymous with the rich.

physical display

Wine is an easy-to-drink consumer product that can be consumed on-site to achieve the desired effect of embedded advertisements. Great Wall Wine's successful becoming a wine sponsor of the Olympic Games is a classic case. The reason why it is called a classic is because Great Wall Wine has continuously innovated in implant marketing based on its own practice, whether in terms of marketing concepts or marketing techniques.

By sponsoring the Olympic Games and organizing a series of activities, the brand awareness and reputation of Great Wall Wine and the attention of consumers have been comprehensively enhanced. After the Olympics, the Great Wall became the designated wine for major state banquets. When Obama visited China in November 2009, he drank the 2002 dry red and dry white wine of Great Wall Sanggan Winery at the dinner. In 2010, Great Wall Wine became the exclusive wine of the Boao Forum and the designated wine of the World Expo.

Easy to integrate

For product placement advertising, its brand should be integrated with programs, movies, and TV series. This requires careful organization and planning by the media itself. It requires the media business unit to have a keen sense, superb planning capabilities, and a high degree of sensitivity and attention to various new things and trends in social life. Fashion, so that the brand and the program are consistent. When we watched the programs "Women in the World" and "A Date with Luyu" hosted by Yang Lan and Lu Yu, we will find that the wines of Junding Winery are placed on the table next to the host. Although neither the guests nor the host have mentioned or tasted these wines, the brand image of Junding Winery has been spread to thousands of households through TV screens. When the wine is placed there, it does not make people feel inappropriate. As an ornament, it adds to the fashion sense of the show.

Looking at the wine marketing model in recent years, it is basically based on traditional methods. With the increasing number of brands, it is difficult for traditional marketing models to achieve breakthroughs in brand promotion. In the process of the emergence of a large number of new media, the segmentation of media and diversification of communication provide broad development space for implant marketing and open up a new path for wine marketing. Especially the promotion of small and medium-sized enterprise brands will be unimaginable.