Hand Tour Marketing Pre-localization

Recently, a series of two hand travel to hire the spokesperson's move, indicating that the hand tour marketing began to put the trend, but also from the side of the industry threshold to promote.

Hand Tour Marketing Pre-localization

Recently, there are two hand travel marketing ideas worth watching: the "Goddess of the alliance" and Techi Interactive "sword Tower Empire", the former hired Lin Ling, on November 13, the latter hired Liu Yan, November 27 on-line. These two products are the same marketing ideas: early to hire a game spokesperson.

Hand Tour hire spokesperson or brand marketing is not unusual, such as "Legend of the Sword" of various subway ads, different industry cooperation, "God Demon" hired Angelababy endorsement, but all choose in the product after the big. What's more, the last two times to hire spokesmen just to tie in with promotional games online.

At present, the common practice is to put most of the market costs to the channel, a small part of the PR, but not for the player, more is the maintenance of media relations. This approach, on the one hand, because the market to the hands of the king, on the other hand, to reduce risk, high investment may not be able to bring high returns, "Goddess of the Union" and "turret Empire" has broken this practice.

Channels and other factors leading to marketing front

In the presence of risk, the travel clan and Techi interaction still choose a big amount of forward marketing, is tantamount to show that the hand tour manufacturers for the market environment, has reached the need to find ways to marketing outside the channel.

From the CP and publisher's perspective, the risk of this new approach is not as big as it might seem. Some insiders pointed out that the end of the tour has always been a marketing front, in this area has accumulated a lot of experience and cases, therefore, this risk belongs to controllable category. Moreover, after the product has the influence, has the attraction to the user and the channel. A large market budget game, channels are more willing to give resources to tilt.

Another layer may be related to Techi. According to the reporter understand, "The turret Empire" in charge of the perfect world. During the tour, the perfect world is known for its good marketing. Therefore, the responsible people themselves understand the role of brand marketing and play.

Raise the threshold of hand travel

At present, "Goddess of the Union" and "turret Empire" are squeezed into the top 15, respectively, ranked 12th and 13th Apple bestseller list. Although it is not possible to assert that this is based on the spokesperson's achievements, but also can not say that there is no relationship with the spokesperson. As long as there is a successful prophase marketing products, it is likely that the following:

1, the appearance of the follow up products, to do early marketing manufacturers will increase.

2, the next will lead to the overall increase in the threshold of hand travel. According to industry sources, the cost of hiring a celebrity spokesperson at least in 200~300 million, hiring is to promote, the early promotion fee may be several times in the endorsement of gold, therefore, tens marketing investment is necessary.

3. The channel is weakened to some extent. The practice of marketing predecessors, the essence, is the manufacturers are trying to other than channels to promote the way outside. This means that manufacturers have more choices, which, in turn, can exert influence on the channel, such as ratings. After all, with a lot of market-input products, the ratings are more dominant.