Renhe Pharmaceutical creates a new entertainment marketing brand awareness becomes the key

the market scale of eye drops is relatively small, with an overall scale of about 2 billion yuan in 2008. However, there are about 130 ophthalmic drugs in China, and there are more than 100 kinds of ophthalmic drugs commonly used in hospitals. Popularity is the key if you want to stand out from so many products. In recent years, the wave of entertainment in the limelight is precisely able to form a good interaction with consumers.

the main users of eye drops are young students and white-collar workers, but today, people in their 15s and 20s love entertainment even more than sports. In the words of industry insiders, ldquo; can either entertain or die & rdquo;.

follow the trend, change your mind and catch the eye. At present, there are more than 6000 domestic pharmaceutical enterprises, coupled with strong foreign enterprises, the market competition is becoming increasingly fierce. How to break through quickly in the competition and create the memory point of the brand in the minds of consumers has become the key to the development of pharmaceutical enterprises, especially OTC products. After experiencing professional preaching to promote marketing, experience marketing and sports marketing, more and more medical and health products realize that entertainment marketing is becoming a new market weapon because of its interaction, participation and influence.

Renhe Pharmaceutical is the winner of entertainment marketing and has taken the lead since it successfully held rdquo;, the shiny new anchor of ldquo;, in 2006. In 2007 and exclusive name Hunan Satellite TV-ldquo; can sing, I am the brightest & rdquo; Happy Boys. As for the title bidding, Hunan Satellite TV once said that many merchants approached ldquo;2007 Happy Boys & rdquo; long before the approval was issued, but the organizers always had a set of standards for the selection of nominees. The first thing is to have a large brand with a good brand image, but also to have a broad sales channel, which can refer to previous years & ldquo; Super Girl & rdquo; and Mengniu's cooperation, create & ldquo Integrated marketing & rdquo; channel, and & ldquo; benevolence and shining & rdquo; is in line with this standard, coupled with the successful cooperation of ldquo; shiny new anchor & rdquo;, they have a deep understanding and tacit understanding with each other, so it is very inevitable to create a miracle of integrated marketing again.

then, Renhe Pharmaceutical signed Jay Chou as the spokesman, which greatly stabilized its brand's fashion vanguard position among the target consumer groups. Renhe and Jay Chou hand in hand, whether it is the endorsement fee or the influence of the stars themselves can be called the industry-ldquo; endorsement of the most-rdquo;. Renhe shining this close to entertainment fashion, the hot endorsement to the most exciting part, but also brought new ideas for the development of the industry.

in 2009, the wind of benevolence and entertainment swept the entire entertainment circle, and Liu Qian, a magical genius with the help of the Spring Festival Gala, became the spokesman of Renhe. While traveling in the magical world, the "Renhe shining Star Song list" jointly organized by Renhe Shining Campus Network has also been widely participated by nearly 50,000 college students, and countless talented people are more familiar with it through this platform. In addition, the launch of the entertainment program "who is the brightest Music Live" jointly created with Yunnan Satellite TV has created a new mode of domestic talent show, which no longer makes the draft the home of farce, but allows music to become the main hit, allowing talented young people to display their talents on this stage.

the above examples can prove that implantable marketing not only greatly increases the brand awareness of advertisers, but also makes their products and brand image deeply affect the target user group, and improve the reputation of enterprises and products. However, these models can not summarize the whole content of entertainment marketing. Successful entertainment marketing should be led by brand positioning, match the implant with the implanted, nourish everything in silence, and let the audience unconsciously deepen their impression and good impression of the product brand.