Label marketing test Water social media

Any brand, in order to establish a strong understanding of consumers, only to disseminate a product name or logo has been difficult to achieve the goal, so many companies to hire celebrities or stars as spokesmen. But the real spokesmen are relatively risky, because their negative news will always be a big impact on the endorsement brand. On the contrary, personalized and personified brand graphics, logos, mascots, cartoon or comic characters and other virtual spokesmen become the choice of many enterprises. For example McDonald's McDonald's uncle, Haier's Haier brothers, the United States of America's Bear, Disney's Mickey Mouse and Donald Duck, QQ Penguin and so on, have become popular endorsement of the symbol, I would like to call the tag-type marketing.

&http://www.aliyun.com/zixun/aggregation/37954.html ">NBSP; And the Internet, especially the social media era, has emerged more with a distinctive network characteristics of the label marketing case. Unlike the traditional virtual spokesmen, some of them are just a visible ID, or the network symbol created by netizens, through its activities in the Internet and behavior, establish a certain degree of visibility and influence. For example, hard-working and good grass mud horse, alternative naughty rogue rabbit, virtual workplace characters Zhang Box, a period of time before the "Jia", a recent leap into the red network of the sturdy small y, shirt Zhai Tianya spokesperson for the king. All belong to this class.

Many features of social media, such as the creation of content, participation, openness, dialogue, sharing and community, make it possible to create a personalized label and symbol. It is undeniable that the driving force of this creation comes from commercial organizations, but most of the labels are in fact an original or unintentional piece of work. For example, grass mud horse, pure netizen for free expression need to transform out of a fictitious image.

A small box before commercialization, but also a professional person to create a virtual person to amuse themselves. Jia is a pure out of nothing label, just because it was given a certain kind of collective emotion and psychology, and by the vast number of netizens identify and actively spread.

The key question is how advertisers and brand owners can reasonably use these tags for marketing campaigns. These virtual characters or symbols of the survival of the soil is the network, its fans are the vast number of netizens, therefore, in the use of these labels for marketing, the first prerequisite is not to fool, deceive and hurt netizens, such as in a short period of time using the media abruptly concocted a surface of the virtual characters, to attract But deliberately stripping and avoiding its representative brand relationship, the result, in addition to attract netizens suspicion, brand image will not bring any benefits, on the contrary will end up with a reputation for grandstanding, its essence still belongs to the violence marketing.

Secondly, the label itself needs to have a certain personality characteristics and value orientation, and can be a gentle and cordial way to continue to the user output these content and values, such as Zhang Small box, its creative team has always insisted that a small box every day like a real job as a person to communicate with netizens, passing on their workplace emotions, Nature is very easy to arouse the spiritual resonance of netizens. This long-term smooth and silent communication and dissemination of the way is the labelling of marketing should adhere to the marketing principles.

Originally sent on October 23, "Southern Metropolis Daily" agitation New marketing column, reprint please indicate the author and the source