TV soft marketing aristocratic and civilian play different

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Summer vacation is about to end, and summer is the prime time of TV series, so whether it is the size of businesses to seize the opportunity to their own enterprises or brands vigorously publicity. However, the audience has a certain degree of immunity to hard advertising. If the only way to rely on the effect of hard advertising on TV is not guaranteed, the main thing is also likely to arouse the audience's dissatisfaction.

In view of the above, businessmen in order to be able to play during the prime time for a beautiful marketing campaign, began to play in the soft marketing of TV drama Brain. Today, Song Congming to talk about some cases of soft marketing of TV series, to see the different play between big enterprises and small enterprises.

Aristocratic play

I wonder if my friend who has seen the big play "ups and downs" has noticed that Buick is the biggest sponsor or advertiser of the TV show. Because the TV series from beginning to the beginning for Buick propaganda, whether it is the protagonist of the film in the car or parked in the entrance of the set of cars are all Buick cars.

In song's clever impression, alas is in the TV series to do the soft advertisement earliest enterprise. And the original AH ah do soft advertising when also just incidentally interspersed with some about Ah ah jewelry shop scene, but not like today Buick company such a big.

To be able to play such a big battle and become the only advertising sponsor of a hit show. I think only large enterprises like Buick have such funds. And the most obvious feature of this kind of advertising is that, through the TV show to guide consumers in the concept of a change in consumption. It can be said that the initiative to create demand and then to meet demand. The disadvantage is that the capital investment is big, can take the initiative to change the market demand, this strength is not covered!

Civilian play

Same marketing ideas, different play.　Take the initiative to guide the changes in market demand, this strength is not what enterprises can afford to play. But without that diamond, how do we take this porcelain job? Next to introduce the TV series believe that everyone is not unfamiliar, that is, "love Apartment 3." The TV show is also a hit show this summer.

However, with the TV show, many Taobao sellers have made a pot full of. Because of the TV show, the people dressed in the play has become a fashion trend. According to a Taobao sellers said, "Love Apartment 3" on the day of the premiere of his shop in a Zeng of the same clothes one day to sell 73 pieces, and this dress actually sold before but has not been selling, a quarter to sell about 10 pieces. But this time the sudden sale is he unexpected.

From this case we can see that the soft marketing power of the hit play. Another revelation to us is that when we don't have the strength to change the market's needs, we should be more proactive in finding out what the market needs and adapting to it. At present, there are a lot of Taobao sellers specifically do is the star of the same clothing business, but also disguised as a celebrity to do the endorsement.

This soft marketing is characterized by low threshold, no matter who can afford to play, it is always the most labor-saving. But the disadvantage is that you must be able to find the market demand in time, and you must be able to seize in time, otherwise the opportunity is fleeting, you can never take the initiative to grasp!

Today, soft marketing has been more and more enterprises attach importance to, whether it is the "ups and downs" in the Buick-style aristocratic marketing, or "Love Apartment 3" Taobao small sellers of the civilian play, are revealing to us the same truth, the difference is just the form!

This article author Song Congming, the original address: Http://www.songcongming.com/?p=20 welcome everyone reprint, reprint please specify. Thank you!