Literature and Art Youth marketing

They may be more resistant to business, but will be willing to pay for interest, through many brands is enough to outline a portrait of a literary youth.

"Literary Youth" is a "petty bourgeoisie" after the rise of an identity, which is different from the public group, but not a small audience, they are springing up, and growing. From the social point of view, the emergence of literary and artistic youth groups has its inevitable reasons. On the one hand, more and more developed economic base let the young people to the superstructure-the pursuit of the spiritual world more attention; On the other hand, the network development has brought rich literature and art channels and resources, so that young people can find a multicultural direction of development.

Literary and artistic youth like independent music rather than pop music, like the relatively small audience of literary films, they "travel" rather than "travel", they pursue quality of life, will be with the art label products added to the bill. Some examples show that this kind of people's preferences will gradually develop to lead the trend.

The brand outlines the collective portrait of the youth of literature and art

Literary and artistic youth is the group that pursues individuality, but the group is bound to have commonness. This group has a similar pursuit in the spiritual field, and the preference in the field of life is also surprisingly consistent, which is fully reflected in the brand choice. Douban is a good place to watch literary and artistic youth, where it can be found that they may be more resistant to business, but will be willing to pay for interest, through many brands is enough to outline a portrait of a literary youth.

From the watercress and brand-related groups and the electric business shopping category Products "watercress" (watercress thing is a hobby around the consumption of sharing community, allow users to share goods, evaluations, use experience or knowledge experience, share their own consumer life can be seen, arts and literature youth will spend hundreds of yuan to buy Moleskine card portable notebook, Because Van Gogh and Ernest Hemingway are all users of the brand; like to buy the home products without printing good products, because they advocate the natural simplicity of the design more life style, because the village of Spring tree to Kunju Kawakubo stereo cut praise and buy comme des Garcons card clothing; they have unlimited love for Kuangweifan cloth shoes, Because more than half of the famous rock bands and musicians in Europe and the United States are photographed through the All Star series, even more and more young people are acquiring Kindle readers because the Kindle's single function is suitable for immersive reading, It is also more of a reading style than the ipad, which gradually wears more and more temple colors.

From these choices, we can see the impact of brand culture on this group. Literature and art young people in pursuit of material life, spiritual needs constitute the consumption of power, the spiritual world of value-added is to enhance the brand goodwill, their attitude towards the material is used to meet the spiritual needs.

How to build a literary and artistic

The emerging middle class, represented by literary and artistic youth, prefers individual consumption, to impress such groups, the brand needs to use literary style to enhance the "uniqueness", to maintain the "minority" feeling, both consumers have "into a small circle" feeling, and let them feel and a wider range of the general public differences. If the brand wants to obtain the literature and art youth's favor in the competition intense market, must pay attention to this group's consumption preference.

1. Create a unique brand style, display brand personality:

Literature and art youth have a strong sense of self-awareness, the pursuit of independent personality, this reluctance to follow the trend of not willing to herd the mentality of the group for personalized goods have a good opinion, their propensity to consume is small and not popular. Literary youth's pursuit of individuality is not treason, but independent thoughts and ideas, so adhere to the brand values and want to convey the concept, can trigger their yearning or resonance.

2. Pay attention to the emotional value of the brand:

Literature and art young people pay more attention to the spiritual world than other people, so for this kind of people, the emotional property of goods is very important. Take the Moleskine card notebook For example, it for the literary youth and a few dollars notebook difference is not in functional attributes, nor price differences, but the brand behind the emotional value and expression of the idea is attractive. The existence of brand culture not only increases the value of the product or superiority, the literary youth will read the life, story and emotion from behind these elements, which is the value they recognize.

3. Establish brand Pioneer Temperament:

Literary and artistic youth are more susceptible to the influence of strong culture, for the pursuit of high style products tireless. So the image of the brand in this kind of crowd should be lead rather than echo, strengthen the pioneer temperament in the field of brand.

This point in the clothing brand embodies particularly prominent, some different from the mainstream aesthetic, with characteristics of the design to attract literary groups. Take Beijing as an example, the Overseas Chinese Fu Grass, Xintiandi, Guomao Mall, the department store and other first-line shopping malls appear more and more local fashion brands. Domestic designers in the international arena, Jnby Jiangnan cloth, Zuczug Soran, EIN, exception exceptions and domestic independent designer brand stationed in high-end shopping malls, with a pioneering design to establish a good brand image, Let the more literary and artistic consumer groups of these fresh blood interest more and more thick.

The focus of literature and art marketing is content

In addition to the establishment of brand image, the way of literature and art marketing is also a product promotion and branding to increase the style of the important way, marketing focus on the brand and audience communication.

The brand uses the film, the art and so on the unique news efficiency obtains the social and the media attention in short time, obtains the Word-of-mouth dissemination and the active dissemination channel, deepens the brand benefit. And the main significance of the social marketing of literature and art lies in the content, in the information flood and the consumption immunity ability gradually enhancement today, the literature and art marketing will with its unique affinity, may raise the brand popularity quickly, causes the consumer to resonate.

Literary film "Golden Age" although the box office reaction is flat, but the topic of the film in the literary and artistic youth Circle widely disseminated, MINI Cooper, Amazon, le Card, snow beer, such as brand official micro-Qi debut occasion marketing. Some critics joked that from the perspective of Xiao Hong's fate, the golden age could be regarded as a sad Durex advertisement. In the exile era, no contraceptive measures were particularly cruel to women. So Durex occasion launched the "Golden Age" limited edition condom is a must, "wear, everything is free" both affixed to the content of the film, and "Golden Age" on the topic of "freedom" of the momentum of the match, but also let Durex literary and artistic put on a strong literary and artistic color.

It is noteworthy that the company's marketing points and literary works of the agreement must be consistent, if only the hot topic of marketing, it will be considered to follow the behavior of the follow. Although this time by "Golden Age" marketing Durex Rob the limelight, but at the same time also criticized, there are netizens in the micro-blog that this way to promote a real historical figures related to the work is really indecent, with Durex products advocated in the "freedom" and the film in the Pursuit of "freedom" is entirely in the concept of a substitution, is a distortion of the whole creation idea of the work.

Cultural activities bring deep experience

Participation in literary and artistic activities is an important position of literature and art marketing.

Music is a very good carrier to be able to touch people's heart, and the music festival has been more and more mature in China after more than 10 years ' development, the symbol of the independent spirit has penetrated into the mass vision from the world of literary youth. The brand pays more and more attention to the influence of the entertainment activities from the music festival, or the brand name Direct Music Festival.

This year in Beijing and Shanghai and other place Strawberry, Flute music Festival, the audience's range is younger and wider, from the literary youth, to the blood of the loyal fans, and then to the active urban white-collar, so and young people related to the brand promotion is also a festival on the regulars, wine products, Fashion accessories and even 3C products and cars are set to experience areas to attract attention, as well as internet companies, because the audience to participate in the music festival is the most important internet marketing quality audience. So the Internet enterprises flooded, making music festival from the relatively vertical music party into a lively internet brand get-together, the emergence of Baidu, everyone, NetEase, music, MO, and so many internet companies and products, almost covers the current Internet hottest products and fields.

Wine is one of the highest-rate brands in the festival, and Noge and absolute vodka have been promoted at Strawberry and flute music festivals. In 2014, Carlsberg's Lok Bao beer led the modern Sky and began a tour of music festivals in Kunming, Yinchuan and Chongqing, China. Helle M.peterson, vice president of Carlsberg China Marketing Center, believes that the music festival is behind the evolution of Carlsberg's brand strategy in China. The use of music this platform, so that Le Fort younger brand image in the consumer's impression of a step-by-step reinforcement. Carlsberg has previously sponsored a number of music activities, and is currently organizing a music festival in the name of Leburg, a brand positioning within the Carlsberg group.

Flagship literary brand marketing, is no longer to pay attention to simple functional appeal, but began to advocate lifestyle and promote the spirit behind the brand. With the combination of literature and art and business, brand marketing will evolve into a continuous and enjoyable autonomous experience.