Today's era is an era of information sea election. Being in the vast ocean of information and full of anxiety about valuable information, what is most urgent and needed is a lighthouse-a resource that can grasp attention and interest, be gripping and fascinating, focus and detonate natural effects.
Entertainment marketing is to create lighthouse resources, consumers pay attention to the lighthouse and rush to the lighthouse, and enterprises and brands use the lighthouse to reach the other side of marketing. Hunan Satellite TV successfully founded Super Girl, creating an unprecedented lighthouse in the history of China TV. Made its own lighthouse positioning: "Happy China"; Lighthouse figures have been introduced, such as Jane Zhang, one of whom was named "Asian hero" by Time, one of whom was named as the most promising newcomer on Forbes list, and one of the divas who was born with dolphin voice; Mengniu yogurt was born and became a lighthouse brand in one fell swoop. It is not only a brand leader in the market, but also an ideological brand leader. It has the powerful characteristics of a lighthouse brand: identity, emotion, intensity and prominence.
In the final analysis, today's entertainment marketing is to detect and discover the beacon resources in the hearts of target consumers. We should build lighthouse resources with society, times, idols and consumers. Our goal is not only to seize attention, but also to use insight, thinking and charisma. What we pursue is feeling and singing, participation and interaction. Now is the era of the soul, spiritual life, spiritual economy, heart-oriented, people-oriented, grasping new desires and feelings, winning people's hearts will win the world, people's hearts are treasures and gold mines, and humanity is the biggest business. Everything comes back to people, and everyone needs entertainment. Everything will spread faster after entertainment, and entertainment has become the fastest and most contagious creative virus.
On February 19, 2006, Hualong Nissin and Uni-President jointly established Jinmailang Beverage Company, and launched a brand-new concept and category of Jinmailang Green Tea. In the strategic planning of its brand, we made it clear that Jinmailang Tea should become a beacon brand with insight into the culture and emotional culture of the times and create a beacon-like brand recognition. No matter from the function, concept, concept, culture and spirit, Jinmailang tea should become a new beacon of beverage consumption in consumers' minds.
"Tea is the national drink", we should seize the opportunity given by the times, tap the huge potential demand of consumers, grasp the subtle spirit of this era, form a strategic partnership with lighthouse companies, integrate lighthouse resources, use lighthouse figures as strong inspiration, and build popular professional positions, such as Nike using NBA and Jordan; It is necessary to bring out brand-new brand culture and values to infect, motivate, motivate and even influence the target consumers, realize the great energy of forming goals and bring abundant vitality; It is also necessary to lead new ideas, lifestyles and consumer behavior trends, such as Nike's "Just do it", Adidas' "Nothing is impossible" and Chihuahua's "This is Chihuahua's life", which have become the benchmark of popular culture and hot sales.
Hualong Nissin finally chose to cooperate with Huayi Brothers Media Group, signed a contract to endorse the tea of Jinmailang, and the marriage of "Beauty" and "Lang" was called the Super Joint Innovation Bureau. Hualong Nissin and Huayi Brothers are both cutting-edge lighthouse enterprises born in 12. The presidents and Wang of the two companies are beacon figures in their respective fields. Jinmailang Tea and Brochure are lighthouse brands and lighthouse figures with high hopes. All the integration will leave a huge imagination space for everyone.
The brand image advertisement of Jinmailang Green Tea and the MV of Jinmailang Green Tea played by Jane Zhang were shot abroad. On April 25th, the world premiere of MV with a scale of 10,000 people was held in Oriental University Town, and it is planned to hold Jane Zhang theme songs and participatory and interesting activities in 30 cities across the country, interlocking and advancing layer by layer, bringing the power of entertainment marketing into full play.
The key elements of the success of entertainment marketing are: creativity first, content king, concept driving, brand DNA construction, event marketing, creative consumption participation and experience, online interactive media interactive marketing, close connection with popular culture, cost and channels.