Entertainment marketing

Entertainment marketing

Entertainment Marketing, is not nothing new topic. It is well known that extreme use of this technique is the "Super Girls" Mengniu milk acid, a truly fame and fortune in the marketing industry has aroused great sensation, back and various types of training and textbooks cited as a classic, made from Guinie, or even a lot of "senior" were planning to raise the value of weight, according to incomplete statistics, so far, I have heard of no fewer than 10 people claiming to be Mengniu "Super Girls" The main driving force behind the scenes. Mengniu

rational analysis of the "Super Girls", it is not difficult to find the essence of success lies in the product with the outbreak of entertainment activities tied together through events and entertainment products for the rapid set a brand image. The fighting in the pharmaceutical market, marketing people, we have learned what it inspiration?

I believe that for some generic drugs and drugs for children, starting from the product itself, the marketing of entertainment in order to look at the thinking of the marketing system as a whole, can be achieved by surprise.

A product of entertainment

80 as a writer, has suffered as a child of the pagoda sugar impressive. Now come, then it has been very clever, deworming medicine to make interesting shapes, the sweet taste of sugar to sell well received by the children's welcome. Today, the pagoda is still sugar can be seen, but the ingredients are there have been fundamental changes in a double-hydroxybutyric acid, naphthalene pyrimidine pagoda sugar, sugar pagoda piperazine hydrochloride (61 Pagoda sugar), imidazole hydrochloride pagoda and other sugar, sugar and traditional pagoda Compared to their lower toxicity and better efficacy. I believe that this is entertainment marketing of the product innovation of the most classic case.

Such as product innovation in today's successful use of many, such as the number one brand of children's diarrhea Smecta and, more recently, the successful launch of the strawberry flavor, more like a beverage to drink up rather than drugs. More health food is to make full use of the magic weapon to see if drugs stone fruit and vitamin Guilong slow Shu Yan Ning Hao Shuang sugar, which can not be as delicious snacks?

II, promotions and entertainment

The promotion is a broad level, including advertising, events, public relations and so on. At present, sales of entertainment or the use of more food, beverage industry, health care products for the drugs, because of its uniqueness, who rarely dare to test the water, slow Shu Yan Ning Hao Shuang sugar television ads have been shown to move in this trend, there may be The first crab to eat.

Entertainment-oriented activities, with an open mind, we should learn to Mengniu, mainly to study the accuracy of its predictability and control capability. Acid in milk and the "Super Girls" together before "Super Girls" is just a file of unknown programs. Wen-Jun Yang to see its development potential and determine the accuracy of its audience with acid milk positioning amazing match, the program itself with the connotation of acid milk brand positioning also amazing match, the two coincide, for the success of Mengniu has earned 10 billion.

All of these Niu Gensheng or from ideas put forward - Why can not leave the table so that the milk has become a fashionable drink it?

Therefore, there must first of entertainment products, after the entertainment and promotions.

The author believes that entertainment-oriented marketing application in the Cape in the field of medicine there are two conditions for the application: First, for the symptoms that are usually limited to small problems, such as toothache, sore throat, diarrhea, lit, and so on. It is easy to understand, if ill patients to die to live, he told Entertainment is tantamount to court trouble. Second, for the consumer group is limited to globrand.com children and young people, thinking they are active, like flaunt personality, love for the pursuit of new, high fashion belong to a group of people. If the maturity of older men and marketing of entertainment, no different from the same court trouble.

With the increasingly fierce competition, not an S & P drug in the country at every turn there are thousands of pharmaceutical production, all the golf continued to battle each other, pieces that can afford to play the brand's advertising has nothing more than take the trouble to repeat the effect of symptoms symptoms effect . Smart drugs & P Trader hand, why not put your product into a fashion fun things, says some bitter medicine?

To satisfy personal interests

For the realization of the second transaction is subject to a certain extent, the key to meeting the people's interests. To meet their personal interests, whether the final form of strategic cooperation, play a critical role in the brand's ability to resolve the risk and level of demand.

Brand defuse risks, mainly refers to the brand's main decision-makers and other stakeholders in the eyes of the intensity of confidence.

For example, the same products, certain brands of higher prices, all people think that this is normal, because the brand value on the price, which is the first layer is the same reason, the brand's ability to defuse the risk of stronger, Access to decision-makers trust will be more support will be more at the same time, the transaction will likely increase.

At the same time, even the brand with a strong ability to resolve the risk, but also meet the key people some of the personal interests, it is noteworthy that people in general, there are two key interests, sales, research must be implemented again clearly . A benefit is the dominant interests in this area of the main means to meet the interests of the company on the basis of more or less, overtly or covertly, taking into account their interests meet, the marketing of industrial products in China is not a strange phenomenon.

Therefore, this should be cause enough attention to, the saying goes: not only water, I am not allowed to prepare. This is the reason.

Another benefit is a hidden interest. This interest is the popular Get a little talk. To carry out targeted analysis to find out their personal in-house to get the attention it or promotion? In order to individuals or companies outside of known or convenient? Or to their relations around the outside of the people some level of interest? Or some element of gray material, or other expressions of interest from them?

Analysis of a clear target audience needs and then meet in a targeted manner, to bear fruit.

When you achieve the interests of the company's customers to meet and satisfy the legitimate interests of the individual, if the brand's ability to defuse the risk of reaching the key psychological bottom line, basic direct links into the next - to achieve sales.

Meet the interests of the organization

From the basic level to meet the interests of the client organization, which is the first brand competitiveness. Like a dagger to meet the interests of the company which is part of the tip, to insert the market, the key to see whether the sharp tip.

In general, to satisfy the interests of the company's customers are mainly used to meet the company's staff satisfaction, so that they can experience the brand brought about by the interests of all parties. Then, through the brand experience, which can bring benefits?

On the one hand, the brand can influence customers to bring spiritual benefits, so that customers can feel assured that the use of the brand at the same time, it may become an external propaganda on funding, effective for customers to provide brand endorsement.

On the other hand, is itself the product of the basic attributes of the benefits. That is, the performance of the product itself, the actual quality, ease of use, after-sales service, technical guidance, and so on.

Figure 3-1 can be seen in the company to meet the interests of this level, mainly due to the brand's image and products constitute the basic attributes.

From another point of view can be understood as if the business impact of the stronger brand, in the interests of the company's customers, products, customers, by nature, the more confidence.

The brand influence is relatively small, want to meet the interests of the company's customers, it is necessary to rely on more basic product attributes. At this time easy-to-business customers, and many other products have questioned his confidence on a relatively small component.

At the same time, more and more serious of the same products, products of the contest often lead to price competition, and in these circumstances, it is easy to lose a single cause.

As a result, the more powerful brands, and insert it into the market, the more sharp knife!

Sales of the brand in the role of the invisible

In general, sales of industrial products industries through completion of the three areas. That meet the interests of the company to meet the interests of the individual to meet the interests of the individual.

In planning the consultation process, the role of brand has always been in the interests of the three, therefore, sum up the research and development of the brand sales down triangle of the three methods of operation rules. As shown in Figure:

In this inverted triangle model, to meet the basic interests of the organization to meet the interests of the individual is upgraded to meet the deep-seated differences in the interest of customer relations is the sublimation.