Poor people: advertising investment is really too big, especially celebrities.
Wenzhou people: If products want to be prosperous, they must advertise and do it skillfully. Modern people like, believe, worship and imitate stars. The star effect is very helpful to the sales of products. As long as it is used properly, products can flourish like stars.
Inviting celebrities to be image spokespersons is of great help to enhance product visibility and attract consumers' attention. At the same time, the personality image of celebrities can be involved in the brand, making the brand more affinity and personality charm. Especially clothing, shoes and hats often reflect a person's cultivation and style, and the charm of the brand plays a considerable role.
In this regard, Wenzhou businessmen are quite discerning. They give full play to the role of brand spokesmen in brand promotion and brand promotion, and consciously establish a brand image.
1998, Yam Tat-wah was the first image ambassador hired by Good News Bird. It is said that when Yam Tat-wah decided to sign Bird, Wu Zhize, chairman of Bird, was on a business trip. When he learned that Yam Tat-wah was in Wenzhou, he made a decision on the phone and hired Yam Tat-wah as the image spokesperson of the bird. Since then, the brand of Good News Bird Clothing Empire has been established.
In 2000, the mayor of Wenzhou invited Christina Schiff, a world famous model, to be the image ambassador of Wenzhou Fashion Expo. Since then, Wenzhou clothing brands have begun to hire stars as image ambassadors.
In September 2000, Emil Wakin Chau became the ambassador of Zhuang Ji's clothing image. Emil Wakin Chau also smiled and said, "I have been waiting for Zhuang Ji for 40 years." Emil Wakin Chau has spoken for many internationally renowned brands, but it is the first time to speak for a suit. Emil Wakin Chau thinks that Zhuang Ji's suit is dignified and elegant, with aristocratic temperament, but also reflects the vitality, which is very suitable for his image.
In June, 20001year, Aaron Kwok became the image ambassador of Metersbonwe Bang Wei.
Aaron Kwok said that he chose to speak for the United States and Bang Wei because the United States and Bang Wei did not take the usual path. As a casual clothing brand, Metersbonwe Bang Wei can reflect a person's personality in taste, texture, color and positioning, which makes Aaron Kwok choose Metersbonwe Bang Wei without hesitation. To this end, Aaron Kwok also filmed an MTV called Unusual.
In June 2006, 5438+0, Louis Koo became the image ambassador of Frank Si Tong.
In September of the same year, Tony Leung Ka Fai and Cecilia Cheung were appointed as the image spokesmen of the French school respectively.
In August, 20001,holyfield, the world heavyweight champion, became the spokesperson of Tianjin Ying Da Leather Fashion Co., Ltd., and Tianjin Ying Da Leather Fashion Co., Ltd. was founded by Wenzhou boss Ying Zecong. 1999, Ying Da participated in the "China Cultural Tour to the United States". After being introduced by others, he got to know holyfield. After many negotiations, he officially signed the contract three years later. In March 2003, holyfield participated in the China International Fashion Expo held in Beijing as the image spokesperson of Ying Da. At the same time, he also cooperated with Ying Da Company to produce and publicize fashion samples and advertisements.
Others include: Zhong Zhentao for Deng Shi, Felix Wong Yat Wa for Jordan, Si Tong for Cui for Garton, Hu Dong for Jin Wan Li, Mi Xueer monique Rice for Pretty Woman, Guan Zhilin for Oren, Christian Lan Philip from Shenzhen and Hong Kong, Li for Hao Jie and Yu Rongguang for Spider King.
It is the wish of every businessman to make products as red as stars. But in the specific operation, we should pay attention to several points.
First, the star's style should be consistent with the product.
What kind of celebrity endorsement products are invited is a university question. For example, suits and ties prefer to hire stars with molding careers; Those who wear sportswear prefer to hire energetic stars.
Aokang's brand "Beautiful Beauty" hired Michele Monique Reis as the image spokesperson, and the image of Michelle monique Reis is very consistent with the brand image of "Beautiful Beauty". In this way, the new brand "Beautiful Beauty" became an instant hit.
If the positioning of the product does not conform to the image of the star, the advertising effect will not be achieved, and even consumers will be disgusted. For example, if you hire an avant-garde star, it obviously doesn't meet the requirements.
Second, advertising planning should be done well.
Inviting celebrities to endorse brands is also advertising, and advertising planning can not be ignored. Don't think that as long as there are celebrity endorsements, the products will sell well. Sometimes, good planning is more attractive than the stars themselves.
For example, after choosing Michele Monique Reis as the image spokesperson, Beauty planned a series of advertisements. First of all, Aokang published a large advertisement in major media, saying that a beautiful woman wanted to marry Wenzhou. Then, Aokang introduced the following advertising theme step by step: "Who is this beautiful woman?" "Who is she going to marry?" These have aroused the concern of consumers. Finally, Aokang launched Michele Monique Reis and Meimei together, and the mystery in consumers' minds was finally solved. And Michele Monique Reis cut the ribbon for the opening of Wuma Store of Pretty Woman, which pushed the advertising effect to a climax.
Third, we should pay attention to the negative effects of celebrity endorsements.
Celebrity endorsement is a double-edged sword with good effect and good product sales. However, once the star's popularity declines, or some unexpected events happen to the star itself, the image of the star will be damaged, and the products he endorses will also suffer the same damage. It can be seen that when hiring a star, we must pay attention to the image and conduct of the star and try to avoid some negative effects.
Wenzhou people's quotations:
People should not be famous, but enterprises should be famous.
—— Zhang Liecheng, Chairman of Tian Yu Group