Because of the prosperity of Super Girl, its title merchant Mengniu is often compared with Tsingtao Brewery, a title merchant in China, which is also a dream. According to relevant data, the sales volume of Mengniu yogurt has more than doubled in one year. In contrast, Tsingtao beer is somewhat bleak. In fact, Tsingtao Brewery is not the only enterprise. It seems that all sponsors of similar programs became cannon fodder last year. No matter how the enterprise views its title gains and losses, it seems that only Mengniu is the real winner in the eyes of the public. In the eyes of more enterprises, there is only one reason: Mengniu played a good program.
Uncovering unique skills 1
Popular programs = headline effect? After Super Girl, Hunan Satellite TV said that many companies that come to the door hope that Hunan Satellite TV can do more popular programs like Super Girl.
Is the popularity of that program equal to the corporate effect? Not necessarily. However, the program is not hot, and the effect is naturally difficult to reflect. This is a monolithic matter.
In fact, in the final analysis, corporate naming is to achieve two goals: brand awareness and sales growth. The former is more inclined to some non-consumer goods enterprises that don't advertise often, hoping to achieve the purpose of improving their popularity through title sponsorship, which is everywhere in football titles. For consumer goods enterprises, they usually advertise, so title sponsorship either reflects their reputation or promotes sales as a large-scale promotion activity. It can be said that as far as domestic enterprises are concerned, they pay more attention to short-term benefits.
Scene reproduction 2
Hunan Satellite TV, which set off the "super girl" storm, also targeted those civilian heroes with stunts this year. Hunan Satellite TV and Gillette Wei Feng invested a huge sum of money to fully package the production and publicity of the trump card "Who's the Hero". Like Super Girl, Hunan Satellite TV hopes to dig more "folk stunts" nationwide through this column and select the best stunts to dedicate to the audience. "Super Girl" let people know the new term "sea election", and the launch of "Gillette Hero Club" will make people firmly remember the word "road show".
Scam 2
This time, "Gillette" sponsored Hunan Satellite TV's "Who is a Hero". I think it's a bit biased to simply evaluate success or failure.
First of all, the basic principle of naming is that the concepts of enterprise and program are consistent. We can compare the titles of several programs of Hunan Satellite TV after Super Girl: shiny new anchor-Renhe Pharmaceutical shiny eye drops, sunshine partner-Minsheng Xiaojinvita, who is the hero-Procter & Gamble Gillette Weifeng razor. If we simply look at the correlation, personally, we think the correlation is still very high. Shiny itself is as easy to spread as the product name; Sunshine Partner itself is an inspirational growth activity for teenagers, which is commensurate with the effectiveness of people's livelihood. Hero and Feng Wei have similar meanings, at least in the concept of communication.
Secondly, as far as the target group is concerned, at present, everyone thinks that Gillette is a white-collar product and Who is a Hero is a folk talent show. Judging from the positioning of the program, it is not a program that high-end groups pay attention to, so the product itself deviates from the target group of the program. For this question, it seems inappropriate to simply say "Who is the hero?" The audience must be people with low spending power. Are white-collar workers really disdainful of these programs, or can't the target group consume this product? In fact, the "Weifeng" series that Gillette is going to launch this time is just a mass product under its brand, which has no influence on the brand. On the contrary, in advertising, Gillette has not been integrated into activities such as bright eyes and people's livelihood. I think this is a pity.
Speaking of super girl, the popularity of super girl is attributed to two factors: one is the high degree of continuous attention of the program itself. Due to the addition of different levels of audition and promotion, the whole program is very continuous, and the growth process of each player is clear at a glance. This makes Super Girl very different from other programs. The second factor is related to sponsors. Last year, Mengniu's entire advertisement was centered on the product of yogurt, and brand promotion was implanted from all aspects. At the same time, its advertisements have blossomed in other media all over the country.
And "Shiny New Anchor", "Sunshine Companion" and even "Who's the Hero" are also programs echoed by this kind of super female voice.
From this, we can see the new direction of P&G in communication effect. Procter & Gamble hopes to spread its brand through the combination of event marketing and product implantation. The purpose of its cooperation with Hunan Satellite TV is to hope that the other party will implant brand factors in the activities.
Judging from the communication effect, Gillette's title is understandable. After all, Hunan Satellite TV's self-run programs already have a brand effect, coupled with Hunan Satellite TV's successful experience in operation, the combination of the two should be said to be a spark.
Of course, no one can predict the success of the topic, because there are too many factors to measure, and it is impossible to simply say absolute success. For example, the title of Mengniu, its brand value has been upgraded as never before, but from the profit point of view, it has not brought considerable profits in the short term. According to the survey data of AC Nielsen, at the end of last year, the market share of Mengniu yogurt was 15%, while the market share of Yili yogurt was 22%.
In any case, after this attention economy is stirred up by Super Girl, future activity marketing and product placement will become the new pursuit point of enterprises. No matter what the final result is, P&G's reaction speed is relatively fast this time.
Skill analysis
Advertisers choose a suitable program to sponsor the exposure mode of the program for a long time, which is named broadcasting. Advertisers provide long-term advertisements, and get the sponsor identification standard before and after the program (in the middle) and the program preview level with the sponsor name. For the media, program sponsorship can get long-term operating income, while for advertisers, it can make the brand and the program get an image connection.
The embodiment of program title effect is related to time accumulation; "Headlines" and "regular hard advertisements" have multiplied advertising effects. When product information is presented to the audience in a variety of advertising forms, the audience is more likely to notice the product. In 2005, Mengniu Dairy was named Hunan Satellite TV Super Girl, which was a great success. Advertisers don't just buy the 5-second title or the standard version, but buy all the resources in the form of the title advertisement. For example, the host crowd broadcast in the program is a kind of audio embedded advertisement, which can dilute consumers' disgust and deepen consumers' advertising memory accumulation. The back of the notebook in the program, the advertising elements in the studio, the corner signs when the program is broadcast, the thank-you subtitles at the end of the program, etc. , concise, including the name, logo and information of the enterprise or product, with extremely low advertising interference and high advertising information transmission efficiency; High-frequency broadcast 15 seconds to 30 seconds of opening advertisements, as well as free 5-second patch advertisements, strengthen the opening effect and improve brand awareness. In addition, advertisers can also get other social resources of the column, such as the title return of the sub-column. These resources constitute a three-dimensional network communication, and the communication effect is far beyond the reach of conventional hard advertising.
In 2009, the sales volume of Blue Moon laundry detergent ranked first in the market, which was closely related to its program title strategy. Blue Moon Daily Chemical is mainly named as emotional TV series with high ratings and local special programs with high ratings. For example, Blue Moon Laundry Liquid, named "Lagu" column of Qilu Channel of Shandong TV Station, is the most popular dialect program in Shandong Province, with a wide audience and housewives accounting for the majority. In this way, the main consumer groups and audience groups of the column overlap deeply, and the title of the column is spread in various forms, which has achieved excellent results.
Yiyang Bujiu is named "Live to Ninety-nine" column of Shandong Agricultural Science Channel, and "Live to Ninety-nine" itself is a health-preserving column, which is welcomed by many elderly people who care about health and wellness, and meets the target consumer groups of Yiyang Bujiu, and the brand and column are very compatible. The title in front of the column, the hard advertisement in front of the title 15 seconds, and Yiyang's wine-filling corner label in the column broadcast are integrated with the column itself, which makes the brand and the program perfectly connected in image.
From the marketing point of view, the media can be regarded as another battlefield for competitive enterprises. In the eyes of the audience, TV advertisements are "expensive" and only large enterprises have the ability to name them. This impression left in consumers' minds naturally translates into recognition of the "strength" of the enterprise. Moreover, the most direct purpose of advertising is to attract consumers' attention in order to improve the visibility of products or brands. In the era of scarce attention, it is impossible to fully occupy the audience's attention only by the monotonous spread of hard advertisements. The form of headline advertisement constitutes a three-dimensional and all-round communication network, which is a good choice to cover the audience's audio-visual sense.
The title broadcast of Consumer Guide is a very common advertising form, and a good title advertisement combined with the program is very pleasing to the eye. For example, the shiny new anchor-the shiny eye drops of Renhe Pharmaceutical, the sunshine partner-Minsheng Xiaojinvita, who is the hero-Procter & Gamble Gillette Weifeng razor. The subtle impression enhancement will play a very good role in promoting consumers' consumption choices.