Successful entertainment marketing promotes the transformation of domestic brand shoe companies

with the improvement of material living standards, people have more leisure time to enjoy life, so the demand for entertainment is getting higher and higher. In order to cater to the market and win the favor of consumers, businessmen in major industries have used entertainment to package their brands. An era of entertainment marketing is gradually coming to people, which not only meets the sensory needs of consumers, but also creates profits and wealth for businesses. In this information explosion and increasingly competitive society, the material factors in the new economy are gradually decreasing, while the immaterial or human factors are increasing rapidly. in the case of product homogenization becoming more and more serious, only brands that arouse consumers' interest will have the desire to buy. On the other hand, enterprises analyze consumers' shopping psychology and consumption habits, communicate with them in an entertaining way, and actively implement entertainment marketing, so that consumers can imperceptibly receive brand spirit and brand information in laughter. This is undoubtedly the most effective way of marketing.

in the footwear market, in recent years, many brands of shoe enterprises have emerged one after another, and developed rapidly, promoting the continuous upgrading of competition among industries and entering a white-hot stage. If the brand shoe enterprises want to gain a firm foothold in this market, they should not only have the advantages of high-quality and qualified products, warm and considerate service, unimpeded channels, but also actively compete in a comprehensive marketing strategy. In addition to traditional marketing strategies, mining new marketing strategies can attract consumers and make brands stand out in the market with differentiated images. With the rapid development of society, entertainment such as movies, television, sports activities, tourism and exploration, online games, art exhibitions, concerts and theme parks are gradually integrated into people's daily life and become indispensable spiritual food. this also promotes the emergence of entertainment marketing. Compared with traditional marketing, the biggest role of entertainment marketing is to make consumers happy to accept brand products, brand entertainment, consumers are willing to be close; products entertainment, consumers are willing to buy.

the so-called entertainment marketing is actually with the help of entertainment activities to interact with consumers through various forms of activities and integrate entertainment factors into products or services, so as to promote the good market performance of products or services. & ldquo; entity, media, consumer trinity & rdquo; and & ldquo; interaction & rdquo; is the most prominent feature of entertainment marketing. After entertainment, brand products become & ldquo; approachable & rdquo;, is more conducive to the communication market, in people's entertainment at the same time to understand brand products, then its added value increases, making it easier for people to accept. Entertainment marketing is highly valued and widely used by more and more enterprises, of which the most common and direct entertainment marketing method is star endorsement, in addition, there are many entertainment marketing methods that businesses are keen to use.

as mass consumer goods, footwear products also have the basic attributes of fashion consumer goods, which can be well combined with entertainment marketing. In fact, some well-known footwear brands at home and abroad have made achievements in this respect for a long time. For example, kappa spent a lot of money on entertainment marketing last year, not only in major cities & ldquo;NOW campaign & rdquo. Music party, and jointly announced cross-border cooperation with film and television big E Huayi Brothers to achieve brand film embedded advertising, but also sponsored a large number of entertainment people's life costumes and mirror costumes, creating an entertainment industry celebrities like to wear KAPPA & ldquo; phenomenon & rdquo;. On the other hand, another major brand featuring fashion and entertainment is also successful in entertainment marketing, signing up several popular artists, sponsoring large concerts, naming gold entertainment programs, and so on. It is true that entertainment marketing plays a great role in promoting the establishment of brand image, the expansion of influence and the improvement of profits of shoe enterprises, but it requires a comprehensive and reasonable overall strategy of brand shoe enterprises. only by planning strategies and taking steps step by step can we achieve the ideal marketing effect.

first of all, according to their own strength, market environment and competition situation, shoe enterprises should choose brand positioning, define the target market, and find the most appropriate entertainment marketing way to promote the brand by understanding the age, preferences and consumption habits of the target consumer groups. Secondly, we should give full play to the advantages of all kinds of media and realize the spread of multimedia, so that consumers can have multi-level access to the brand, have a deep impression on the brand, and effectively grasp the communication channels of public opinion. it can also get twice the result with half the effort in entertainment marketing activities. Thirdly, shoe enterprises should pay attention to the interaction with consumers in the process of entertainment marketing, and can combine the characteristics and activities of brand products, which is an important link to determine whether entertainment marketing is successful or not. only through interaction can we attract consumers' enthusiasm for participation and make consumers interested in further understanding of brand products. Shoe enterprises also need to integrate all kinds of advantageous resources, and cooperate with the media, as well as professional entertainment agencies to carry out marketing activities, which can not only save capital costs, but also achieve the greatest marketing results. Finally, we should adhere to the principle of acting according to our ability, and we should not adopt entertainment marketing methods that are beyond the scope of the ability of shoe enterprises, otherwise the huge marketing costs will affect the stable development of other aspects of shoe enterprises, and even drag down the whole enterprise.

the implementation of entertainment marketing in brand shoe enterprises needs effective strategic planning as a guide, not just for entertainment, forgetting that the ultimate goal is marketing. Brand shoe enterprises should constantly improve product quality and improve sales services, as the basis for the implementation of marketing, and then make full use of the advantages of entertainment marketing to promote and publicize brand products to the greatest extent, so as to attract the attention and purchase of the target market. create considerable profits, so as to improve the value of the brand and enhance the competitiveness of shoe enterprises. Entertainment to achieve successful marketing, so that enterprises occupy a favorable market position!