Focus on promoting brand bus companies one after another to test implanted marketing

it is a common way for car companies to promote brands by movies and TV programs. Today, bus companies are also starting to use this approach. In marketing, this kind of product promotion is called implantable marketing.

A few days ago, Tianjin Satellite TV's large-scale music variety show "Sound shock in all directions" was launched in Beijing's World Trade Center Square. While the crowded audience turned their attention to many stars in the entertainment industry, they also paid attention to the Huanghai bus painted with colorful patterns beside the stars.

This is after more than a month ago, after Suzhou Jinlong provided Hagrid buses for the shooting of the film "moment of Life and death," another bus company implanted the promotion of bus brands into film and television works. The marketing method of bus brand promotion and film and television is gradually being adopted by bus enterprises.

When it comes to film and television marketing, people immediately think of classic cases such as Mengniu and & ldquo; Super Girl, Mondeo and Casino Royale. However, in these cases, more consumer goods are promoted with the help of entertainment products, and the combination of means of production and entertainment products is rare. To investigate the reason, the use of these means of production is a certain kind of special groups, covering a relatively single group. Therefore, in the marketing mode, most of the production enterprises of these means of production adopt the B-TO-B (point-to-point) way.

now bus enterprises pay more and more attention to marketing, and how to learn from the marketing experience of consumer goods has become an important part of enterprises' thinking.

Liu Wenxin, chief expert of China Industrial Brand Strategy Research Center, said: & ldquo; with the increasingly fierce competition among various industries, the marketing differences will become smaller and smaller. Because the customers who buy these means of production are also customers of the consumer goods industry. For example, people who buy passenger cars, who also want to live at home, will be buyers of home appliances. Therefore, the marketing mode of home appliances will form an impression in the customer's mind, thus affecting the purchase of passenger cars.

& ldquo; bus is an industrial product, but it is closely related to people's life, people's travel, social environment and safety. Because of this, there is the saying that the bus is the business card of the city. Now, people have more and more say, their impression of a certain bus brand will affect customers' purchase decisions. When explaining why he participated in Tianjin Satellite TV's "Sound shock in all directions" program, Huang Hai Automobile Chairman Li Haiyang told reporters.

according to reports, the purpose of "Sound shock in all directions" is to explore folk singers through national entertainment, and all the participants are ordinary people who love music. There is no age limit, there is no bondage of performance form, as long as you can express yourself in music, you can participate in the program.

Li Haiyang said that Huanghai Automobile has been in a leading position in the bus market for many years. And the bus is the daily life of ordinary people & ldquo; partner & rdquo;. The entertainment spirit of the program "Sound shock in all directions" and the way to show its vitality are exactly in line with the cultural connotation that Huanghai Automobile wants to show. The activities of "Sound shock in all directions" include holding theme convoy parades, press conferences and road shows in more than a dozen cities, such as seeding machines to spread the Yellow Sea brand to the common people, so that the people can feel the cultural connotation of Huanghai cars while entertaining.

Suzhou Golden Dragon Hagrid bus is tied up with the movie "moment of Life and death". It is also intended to highlight the culture of the company and the quality of the bus with the help of the stories in the film. The relevant person in charge of Suzhou Jinlong told reporters that the brand promotion of Hagrid bus was implanted into the film. Suzhou Jinlong is the first one in the bus industry. The positive attitude of the young people in the moment of Life and death coincides with the energetic and enterprising spirit of Suzhou Jinlong, a young enterprise. While experiencing the role in the film in the face of the earthquake disaster and feeling the true feelings of the world, the audience will also be deeply impressed by the ldquo; site where the story took place-Hagrid bus.

Scott & middot; McCain, a famous American management scholar, once said: & the entertaining spirit of ldquo; has become a symbolic feature of business operation in this era.

in fact, it is not uncommon for people to keep the bus image in people's memory by participating in cultural and sports activities. The audience was impressed by London's iconic red double-decker bus at the closing ceremony of the Beijing Olympic Games. The London Olympic Organizing Committee's idea evokes memories of this world-famous bus and attention to London buses.