Kasilong children's shoes try water and entertainment marketing to seize the children's shoes market

since June, a children's entertainment storm began on the Golden Eagle Cartoon Channel of Hunan TV Station, a large-scale children's outdoor challenge program "Baby GO!" "quickly became popular, many parents with their children flocked to the Casillon terminal store, & ldquo; looted & rdquo; to participate in" Baby GO! " "the opportunity for live recording of the program.

this is the Casillon brand of Fujian Jinwei Sporting goods Co., Ltd. since the channel's "childlike innocence hitting the Earth" column, it has once again tried the water for entertainment marketing and become "Baby GO!" The only designated children's equipment and sponsor. With the rising ratings of the program, & ldquo; Casillon & rdquo; brand has earned enough popularity and eyeballs.

what kind of enlightenment can Casilon's shrewd strategy in entertainment marketing bring to Jinjiang children's sports brand? Perhaps the ldquo; locking strategy & rdquo;, & ldquo; expansion strategy & rdquo;, & ldquo; repetition strategy & rdquo;, & ldquo; upgrade strategy & rdquo; and & ldquo; update strategy & rdquo; is worthy of our study and reference.

< strong > Entertainment Marketing makes Brand attractive < / strong >

< strong > < / strong > & ldquo; under the background of increasingly fierce competition in children's sporting goods industry, it is obviously difficult to achieve the expected goal with the aid of cartoon image or & lsquo; child star + advertising & rsquo; marketing model. People no longer like blunt advertising indoctrination, and the communication value of traditional advertising is declining sharply. Zhou Xiaoping, brand director of rdquo; Casilon, explained that it was based on this consideration that Casillon took the lead in testing entertainment marketing with a strategic vision.

facts have also proved that those who are the first to try entertainment marketing are often the first to benefit. Zhou Xiaoping said, for example, Mengniu's success makes & ldquo; entertainment marketing & rdquo; become a hot word. Mengniu is a model of enterprise entertainment marketing in recent years. The power of entertainment marketing is reflected incisively and vividly in the cooperation between Mengniu and Super Girl. The surge in sales of Mengniu yoghurt from tens of millions to 2 billion is a good illustration. & ldquo; Mengniu even makes use of the entertainment resources of Super Girl to the extreme. From Super Girl endorsement to sponsoring Super Girl concerts and a series of marketing activities, Mengniu can be said to have really achieved lsquo; entertainment & rsquo; power. & rdquo;

as a result, as early as three years ago, the Casillon brand has formed a strategic cooperative relationship with the Golden Eagle Cartoon Channel. The column "Childhood hitting the Earth" exclusively named by Casillon has been deeply rooted in the hearts of the people after several years of operation. it has become the gold medal column of this channel and even China Children's Channel.

and Casillon also broadcasts because of its title, making the lovely cartoon characters of dinosaurs go deep into the hearts of children and parents. Entertainment marketing makes the Casillon brand full of charm.

& ldquo; adult sports brand has always been an example of children's sporting goods. From the marketing strategy of Casillon, children's special sports is a way, and entertainment sports is also a way, both of which are full of motion, vitality and challenge, which are consistent with the brand spirit of Casillon. & rdquo; Zhou Xiaoping said.

in fact, Lubao is also planning an online entertainment marketing project to cooperate with Tencent QQ, so that children who buy children's shoes of this brand can log on to the company's official website through the code on the shoe tag, conduct award-winning quiz activities, enhance consumer interaction with the brand, exchange feelings and enhance brand image.

the person in charge of Lu Leopard said that since the award-winning question and answer activities need the cooperation of parents, it can not only make children and parents understand the brand, but also deepen the relationship between parents and children, and achieve the purpose of parent-child activities. In the process of choosing children's shoes, the decision-makers are generally taken by the parents, so the activity can further promote the road leopard brand.

< strong > Entertainment Marketing Essentials & ldquo; Precision launch & rdquo; < / strong >

< strong > < / strong > & because ldquo; sees the great influence of entertainment marketing, more and more successors have joined this team in the past two years, but entertainment marketing is only a marketing means, it is not a panacea, and not all products are suitable for entertainment marketing. & rdquo; Zhou Xiaoping said that without systematic planning and basic configuration, it is easy to imitate blindly & ldquo; died on the beach & rdquo;, therefore, & ldquo; entertainment marketing is especially about strategy! & rdquo;

& ldquo; Casillon hits the Earth with childlike innocence and Baby GO! It can definitely be called precision delivery. This large-scale children's variety show is suitable for the whole family to watch together. This is the target customer group of Casillon. The precise delivery through this targeting strategy will naturally get twice the result with half the effort. & rdquo; Zhou Xiaoping said.

& ldquo; 's successful entertainment marketing is not just a simple patchwork between entertainment products and corporate business aspirations. & rdquo; Zhou Xiaoping said that while sponsoring various activities, Casilon has also developed corresponding related products, such as skateboards, bicycles, protective gear, etc., to meet the sports and entertainment needs of consumers, which is an expansion strategy.

2009 except for sponsoring "Baby GO!" In addition to the column, Casillon continues to sign up with Golden Eagle cartoon channel "Golden Eagle Peter Pan" to become the children's sports equipment designated by "Golden Eagle Peter Pan", which aims to deepen the brand impression among the audience through repeated strategies.

at present, ldquo; has taken the lead in the establishment of children's sporting goods industry & ldquo; Casillon Club & rdquo;, not only provides club members with economic benefits and services such as points, discounts and gifts, but also jointly holds theme activities with local places of entertainment for children, so that members can gather together and interact with the brand. & ldquo; this upgrading strategy can increase consumers' imagination and interaction. & rdquo;

& ldquo;2009 annual Casillon also focuses on the attempt of film and television product placement and strives to make entertainment marketing new and deep. this renewal strategy is trying to keep the sense of mystery and attract consumers. & rdquo;

it is worth noting that these operation strategies of ldquo; are not easy to operate. Many enterprises have also invested a lot of money in entertainment marketing, but the result is counterproductive. The key lies in whether the internal skills are solid or not. & rdquo; Zhou Xiaoping finally said.