"Occasion" is the key link in socialized marketing

Restless camel outdoor Just after 2014 years began to do, yesterday there are rumors of Camel outdoor invited Beckham to do the spokesperson, but the official response is not Beckham, but with a call "bell" sports genius to reach an endorsement agreement. The outside world began to speculate whether the "Bale" was "Batman" or "real superstar Gareth" or "wilderness Survival" Bell Griers? What do you think?

Now the highest voices are "Gareth" and "Bell Griers". Support for the former said Gareth is a world-class star, and 2014 World Cup, invited Jogares Bell endorsement is very timely; speculation is "Bell Griers" the brand image of the outdoor camel and "wilderness survival" The combination of higher, suitable for long-term endorsement.

Whoever eventually became the spokesperson for the 2014 Camel Outdoors, the marketing of this wave of inviting spokesmen has been effective. 2014 will be the marketing of the year, the choice of a suitable spokesperson is very critical, how to play the power of the spokesperson is a learning, the two camels in the marketing of the very happy to play, especially last year, please Han to do the endorsement, has made quite good results.

In addition to watching the lively, but also to see the doorway, from the Camel spokesperson marketing case can be extracted from a number of other enterprises to learn the key points.

First, seize the opportunity to announce the endorsement. Star spokesperson every move is news, signed brand is also a major news, how to publish, in what form the announcement is very crucial, Camel announced Han when he had occasion the hot spot of the Korean War, the invitation to a "Lord" endorsement is first buried a foreshadowing, hanging onlookers's appetite. You know, Bale, Gareth, Bell Griers have their own fans, and the attributes of the fan group are also different, one is a big Hollywood star, a world-class football superstar, there is a world's most famous outdoor adventure program producer, the camel only invited one of the endorsement, But announced the spokesperson's preheating marketing once attracted three Datong superstar fans of the eyeball, coupled with the former occasion Beckham, the spread of the effect has let the camel earn the enough. Camel adopted this kind of declaration of the way is not difficult, other brands can also be imitated completely, see if there is no that heart to do.

Second, choosing the right endorsement is critical. Some brands to choose the spokesperson's way is very tyrants, just look at that time red up immediately please, such as last year where guests please China good Voice contestants endorsement, some brands please spokesperson is not very big, even consumers do not know, and some for the grandstanding dare to take risks please big but bad image of the star endorsement; Some brands even choose the spokesperson according to the boss's personal preference.

In the past, choosing a spokesperson to match the brand's identity was the primary factor, now can occasion spokesperson do marketing has been included in the enterprise to choose the reference range of endorsement, good spokesperson marketing, not only can enhance the brand image, but also for the enterprise to bring more marketing topics, endorsement is not one-time, the need to ensure continuous transmission effect. Spend huge sums of money to please the effect of the endorsement of the Super big brand is not necessarily better than a understand the marketing of the star endorsement of the dissemination of good results.

Third, when to change the new endorsement. According to the development of the enterprise itself, we need to constantly adjust the spokesperson strategy. The change of spokesperson and Enterprise Development strategy are closely related, brand tone, target fans, market strategy can be seen from the spokesperson of the invitation.

Then look at the camel case. Han's network of strong influence, before the camel please Han to endorse it is in order to occasion Han to fully enter the electric business, now the camel outdoor has a foothold in the cat, it is time to consider a new endorsement to develop greater visibility, attract new customers; The camel's goal this year is doubling growth, which requires a more professional, international, new spokesperson So the camel replaced the endorsement, and did not consider the domestic star, but look at the international scope.

Speaking of this, we have to add that "price/performance" is also a reference factor for companies to change their spokesmen. To the Camel please Han for the benefit, Han's endorsement cost is not low, the first period please Han's endorsement may have 100% cost-effective effect, expected to the second cycle cost-effective effect will fall to 50%, this time must be considered whether the new spokesperson.

Four, how to use good spokesperson. As mentioned earlier, the choice of spokesperson is not one-time, in this era of ROI, please spokesperson is not only for advertising cover photography, to attend a release activities so simple, occasion spokesmen of every move to do marketing is a trend. Last year, double 11 camel occasion Korean open daughter photo propaganda, the day for the camel brought a lot of traffic.

Please the spokesperson must be flexible use of the spokesperson, now is not as long as the spokesperson image to the brand logo next to the consumer will pay the era. The role of the spokesperson in addition to enhance the credibility of the brand, the brand will also need to learn as much as possible from the spokesperson to dig more for the brand to do the promotion of the place. Spokesperson is not a few photos, enterprises must learn the power of occasion spokesperson, the role of the spokesperson is often not in the endorsement activities, but in its day-to-day life.

Camel compare chicken thief, pay for Han Han, on the full use of the resources of Han, such as Han's editor-in-chief of "one", Micro Bo resources, as well as racing competitions, camels as far as possible occasion Korean cold free unruly, challenging spirit, to shape the brand image.

Camel's spokesperson marketing can be imitated, and there is nothing to replicate the place, mainly to see whether the brand side intentions. Again, the spokesperson marketing is not one-time, how to use the spokesperson has a lot of knowledge in the inside, business money are spent, the effect also need to maximize it?

2014 social Marketing will be further, "occasion" is the key link in the socialization marketing, the brand side wants circumstance to be blown up, becomes the tuyere that pig, but the light occasion also is not good, also the society and own brand superiority union, now many electric commodity cards have looked for the spokesperson, 2014 How to do well the spokesperson marketing is worth thinking about.