World marketing comments (http://mkt.), after the success of the Super girl, Hunan TV this year has introduced a fast men brand, but now Super girl series brand has come to an end and honeymoon period, mengniu and "fast men" name does not have the characteristics of the "super", so the title of the fast men have become so complex.
"Don't leave on Saturday, I came to Changsha, Hunan, invite you to dinner. "On 3 July, Hunan TV Chief Editor and advertising director Vincent Xu Wen received a short message from the customer. Written by Jen, shining, Vice President, Group Director of media to make the party lisong. Long ago, the customer's title of "happy boys" has become at the same time period the ratings and the highest market share.
Vincent Xu wen said these words, but proud: "shining with renhe definite title sponsor only took a week's time. "Customer trust, and we will try to spread their brand, but also acts to the second question. ”
Select sponsors prefer faster Enterprise
Continuous two-the title of the "Super girls", mengniu's marginal effect started decreasing, both parties no longer intends to continue. Initially on the Super boys "of the title, Hunan TV has been working with Pepsi-Cola. However, the name has changed, "fast men" can extend the "Super girls" brand? can market acceptance, which is the risk of accidents. Pepsi-Cola had hesitated, need to reassess the value of the title. But at this point, because the approval was late, Hunan TV time is very tight, although the Chang-Lin Ouyang under claims and not worry about title sponsors, however, the "speed" has become a key word search of the title sponsors.
On the "fast men", the title sponsor is the commercial chain, the most important. As Vincent Xu Wen, the sponsor will build together with the Hunan TV "fast men" dissemination platform is not only the relationship between advertisers, more is the brand partners. In the "Super girls" mengniu sponsors, in addition to capital investment to Hunan satellite TV station, also input a number of times the cost of capital in naming their own sales channels on the promotion of "acid yoghurt" and the "Super girls".
Now that is a partner on the fast men, the choice of what kind of sponsorship is also in the choice of influence. But before the fast men, renhe not big brand companies, this is located in the central part of the enterprise in Jiangxi province, in local or non-mixer.
But the text is not fan Xu. "You know, we do shows often non-conventional game creation. So we choose partners, in addition to the brand enterprises, also have a preference for that kind of like the same rapid growth of mengniu. We not only sell advertising, but also to each other in the planning, creation, implementation of a package of providers, and this is the top priority. On the stock market "renhe after a series of actions, then also need to elevate the brand. In fact, early in 2006, renhe's advertising investment in the country has reached 1.8 billion, this is equivalent to the previous year's sales by 20%. But by 2006, its sales rapidly rose to 15.8 billion. One shiny drop eye lotion 1.6 billion in sales.
However there is also a fan Xu, bottom line, sponsors and programs must be fit, in his view, this is the ultimate win-win cooperation. Both parties have a combined with point, everyone good coordination, publicity seems to be combined with a very natural, implantation of advertising in order to be appropriate. However, the combination of points you can plan and creative flexibility. "Sour milk" is for girls, so products can fit with the "Super girls", "sour sweet is my"; Gillette's sharp and "who is the hero" is a combination, which is a combination of product properties; there are also local a "openings laugh" alcoholic products, lantern, the customer's advertising is set to password, the "lantern joy will, I have to say laugh".
Hunan TV cooperation with renhe from renhe title "shiny new anchors", renhe products from consumers have no knowledge to achieve a market share of no. 3.
"So we are in cooperation with fast men, diluted drops Product entity, while strengthening its brand attributes. "Fan Xu wen said, the initial" happy boys, singing loud "slogan, also changed to" happy boys, singing the shining. " In the fast men during competition, renhe also launched renhe shining tooth Kit.
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