Entertainment marketing: Commercial shows on the tip of the knife make the brand's life different

some people say that all brand promotion is a show, and this show can bring you huge profits and make you popular all over the country overnight, but some people say that entertainment marketing is a commercial show on the tip of a knife. Entertainment marketing has certain risks, and uncertainties are particularly high, so the risk of the enterprises involved is also very high. In this game, it is difficult to choose the carrier of entertainment business show, how to make the brand live differently, let's start with the form of brand entertainment.

generally speaking, brand entertainment causes a topic to attract the attention of most people with a current event, to implement the marketing way of marketing activities, and to sublimate and continue this theme. Here he emphasizes the topic of entertainment. From the perspective of many brand entertainment marketing events, brand entertainment marketing has the following forms:

the first form: entertainment marketing based on product theme, entertainment marketing with product theme is shown in the excavation of a single product entertainment theme, such as Lenovo mobile phone singing a new life, in the newly released music mobile phone, launch & ldquo; 's first 4 million pixel CCD camera phone & rdquo; multimedia mobile phone V920, which combines music with consumers' entertainment through mobile phone carrier, which is popular in the summer market.

the second form: brand-based entertainment marketing, jointly created by Hunan Satellite TV and Mengniu & ldquo; Super Girl & rdquo; lays brand equity for Hunan Satellite TV's & ldquo; Happy China & rdquo;. Mengniu has become one of the enterprises with the fastest growth in brand value with the help of Super Girl.

the third form: three types of entertainment marketing with culture as the theme, Disney and Oscar have become the representatives of American entertainment culture.

the topic is the tipping point, and the media makes the topic more entertaining and sensational. After the brand entertainment event has the theme, the media will have the content to spread. Any successful entertainment marketing, in addition to attracting enough popularity at the scene, whether it can get the support and communication of strong media will determine the success of marketing. Hu GE used & ldquo; the murder caused by a steamed bread & rdquo; and Chen Kaige performed an entertainment competition show, the major portals, BBS, one side sued, the other responded, thus occupying the highest point of the spread of public opinion, and then through the network media & ldquo; virus marketing & rdquo; effect, spread the information to the whole network media and print media, so as to further enhance their popularity. On the surface, it seems to be an honor war for safeguarding rights, but in fact it is an out-and-out commercial show. As for who wins and who loses, it doesn't matter!

compared with traditional TV advertisements, newspaper and magazine advertisements, radio and other brand advertisements that spread in the form of concepts, brand entertainment advertisements are easier for consumers to accept. Now the brand entertainment marketing is emphasized. It is a kind of brand marketing means, that is, the product is integrated into program sponsorship, mobile phone text messages, terminal events, live interactive Mini Game and other forms of communication that can bring more interest. In the era when the boundary between advertising and content is becoming more and more blurred and media costs continue to rise, in order to effectively achieve the goal of efficient communication, we must find more forms for consumers to participate in interactive creative communication.

Brand entertainment marketing is actually injecting certain entertainment features into the brand, making consumers remember the brand in an instant and have a good impression on it. In fact, many brands have already done this, such as Wang Shi of Vanke and Pan Shiyi of SOHO. They are not only the leaders of the enterprise, but also the spokesmen of the enterprise. They give people the impression that they live differently, giving people a certain attitude towards life and some idea of life. To make consumers curious and yearning for the brand, from another point of view, they do not play cards according to common sense and seem to have something to do with the brand. In fact, they are using entertainment means to spread to consumers and tell you what to cherish and what to build. He used some new means to give birth to the charm of the brand itself, which broke through the shackles of traditional brand promotion.

strong > Brand entertainment allows consumers to participate in / strong >

strong > / strong > adopt the ldquo; whimsical idea once planned by the company & rdquo; biscuit brand promotion, taking advantage of consumers' preferences to let them experience the fun of the brand. According to the previous market research, 24-year-old consumers like to make friends. As long as they buy Sanhe's whimsical cookies, they can get a friend card. Consumers can also draw according to the number on the card. The establishment of a dating website has attracted nearly 10, 000 members to participate in making friends in just a few days, and have expressed the ldquo; whims & rdquo hidden in their hearts on the website. At the same time, sales of cookies also increased by 20%.

an interactive platform like this that can express one's ideas should not only attract target groups, but also make communication between brands and consumers possible. Such a simple form of communication is precisely the influence that cannot be achieved by traditional means of communication. In the process of entertainment marketing, the creativity that can attract consumers should not be confined to a certain form or media, but should be considered according to consumers' personality characteristics, regional characteristics, consumption habits and other fields. it is also the most exciting and challenging part of creative activities to make the products of enterprises different with fascinating content.

strong > Happiness Factor makes consumers' lives more exciting / strong >

in the case of advertising aesthetic fatigue, product war, final war, and advertising war, if you want your brand to quickly spread to the target consumers, you must find topics that consumers are interested in and express them in a humorous form. This is the only way to open up the market.

in April 2005, Universiade Motorcycle adopted the difficult problem of attracting investment. At that time, it was the time of the rise of entertainment marketing to think whether we could try to make dealers easily accept the brand of Universiade by means of entertainment. And how to make the boring & ldquo; stone & rdquo; of the product become edible and delicious & ldquo; salt & rdquo;? Blockbuster movies are not only the topic that consumers pay attention to, but also the way consumers usually entertain, and the editing parody of short films allows experts to find the ldquo; happiness factor & rdquo;, which just happens to make us think that the fierce competition in the motorcycle market is like a war. Therefore, seize the magnificent scene of fierce confrontation in the demon world, launch creativity, edit a 10-minute short film of a breakthrough in the motorcycle market, with dialogue with regional characteristics, and use conference promotion means to promote investment for the listing of new Universiade cars. As a result, it caused a warm response from dealers, won 16 applause at the scene, and the signing amount reached 320 million yuan, which became a grand event in the history of motorcycle investment.

from this point of view, the continuous emergence of new forms of communication, has brought unprecedented surprises and success, enterprises are looking for ways of entertainment, consumers are also looking for ways of entertainment. The key is that enterprises should find the right appetite for consumers and look for factors that can cause consumers to be happy, so that they can easily conquer the target consumers and increase the weight for the success of the brand strategy.

strong > Brand entertain the leading role in the entertainment drama / strong >

in the brand communication activities, many enterprises have planned very good activities, but have not received very good results, why? When considering the activity link, the enterprise should consider the entertainment of the activity and increase the plot that attracts the attention of consumers. if the activity is won by the plot, it is necessary to strengthen the layout of the terminal scene. If the activity is won by characters, then it is necessary to strengthen the attraction of the protagonist of the drama, increase the on-the-spot interaction with consumers, and make consumers feel that this is an entertainment, not a show. A boring performance.

Tsing Tao Beer Carnival & bull; South China trip & ldquo; I want Tsing Tao Beer & rdquo; event, & ldquo; Beer Ambassador & rdquo;, & ldquo; Beer Meimei & rdquo; clown role, for the carnival drama won the hearts of consumers. Adopt all the members of Tsing Tao Beer project team to launch & ldquo; Joker & rdquo; Marketing Plan & the consultant of mdash;— project team acts as a beer ambassador, looking like a clown, naughty, funny and cute. Two planners of the project team, acting as beautiful beer MM, suddenly visited a local restaurant and carried out a series of on-site interesting activities, including beating the drums to spread flowers and looking for lucky stars. & ldquo; I want Tsing Tao Beer & rdquo; language contest (Cantonese, Northeast dialect, English, etc.), & ldquo; I want Tsing Tao Beer & rdquo; High decibel Competition, tongue twister, & ldquo; Tsing Tao Beer King & rdquo More interactive activities such as drinking competitions, happy award-winning quizzes and so on. Beer, as an emotional drink, achieved good results under the stimulation of entertainment. The restaurant visited that night caused a sensation, and this sensational effect was really unexpected. Beer consumption in this hotel quadrupled that night.

in the era of highly developed media and network, it is not very difficult to convey brand value to consumers, but to make consumers take the initiative to pay attention to brands and consume products, enterprises need to have different means. All life is entertainment, in this era of entertainment, brand promotion to seize entertainment, you basically caught the consumer. Future brand promotion will be the main battlefield of entertainment promotion, enterprise brand promotion uses entertainment means & ldquo; to seduce & rdquo; consumers, become a part of consumer life, so that consumers live differently, let the brand live differently!