Golden Melody Awards in the International Music Festival organized by the International Forum, invite new division deputy general manager Chen Hui Ling Daphne Investment Group (second from right), William Grant & Sons, Inc. Taiwan region marketing director Lee Jung Hu (third from right) and others, talk about music combined brand brings creativity and business opportunities. Figure / TTV offers
Develop new brand marketing model
Golden Melody Awards in the International Music Festival organized by the International Forum, invite new division deputy general manager Chen Hui Ling Daphne Investment Group, William Grant & Sons, Inc. Taiwan region marketing director Li Zheng Hu et al., Talked about the music combined with brand brings creativity and business opportunities.
Chen Hui Ling 加入达芙妮 ago, worked at Lenovo, Coca-Cola and other companies; she performed a number of famous cases of marketing, including the Grand Prix Effie get 2013 China's "Coca-Cola bottle nickname" summer social media outreach campaign in 2014 and Lenovo spokesperson Ai Heaton Kutcher join forces in the global social media platform to build a successful YOGA tablet PC market activities.
Chen Hui Ling said that consumers want to see a lot of things every day, but sometimes a song is not forgotten in the brain, showing that the brand is not only visual, but also should be combined hearing, when people began to hum a song can think of the brand, which It is also a unique and powerful marketing force.
In Chinese mainland marketing trends today, "the wool in pigs, let the dog to pay," the formation of a new wave of changes in trading patterns. Brand past pay statements invite artists speak the traditional model, now likened to terms of wool brand side, likened to artists pig, dog analogy for consumers, brands and artists, there are new cooperation mode.
For example, she, international brand chose Hollywood celebrity endorsements, talk about the conditions in addition to endorsement fees than when product sales to a certain amount, you can star dividends; such a pattern increasingly common in China, but not the final brand endorsement to pay a fee since taking dividends model of cooperation with the artist, the more successful activities, reward artists may get even higher than simply receive endorsement fees.
William Grant & Sons company's well-known brand of whiskey PAX vivid, Harlem musicians to join last year, shooting "THE BALVENIE PAX hand touched Journey" series to promote the spirit of the brand stick hand, get a lot of consumer response.
Li Zheng Hu said that Taiwan is a Scotch whiskey very important market, the market is very competitive; he is responsible for PAX handmade, so the launch of the ad want to pay tribute to Taiwan level people, and stressed handmade concept, recruited singer Harlem Yu, led the audience to visit Taiwan still insist on hand up to the people.
Among them, the Harlem manual or guitar luthier Hedi Han, Li Zheng Hu said Harlem was doing his familiar things, so with a strong persuasive; Harlem can play himself, he can recommend good staff person to help develop PAX better script. Four "PAX hand touched Tour" videos attracted more than 200 million people watch.
Emotional tone of the brand in line with the value of
Hu said Jane Lee, whiskey and music have one thing in common, that is, with "emotional value"; everyone in the most exciting phase of life, there is always a song you impressed when you look back, it will bring a high degree of emotional value.
"If we can find the right brand of music can be closely integrated with consumer sentiment, if the combination of music and marketing consumer can move, that's success stories." Lee Jung Hu said that cooperation with the Harlem Let PAX sales growth of 20%.
In a limited budget, there are still micro-film or ad placement manner, how to consider whether the resources on the music?
Li Zheng Hu that, from a market perspective, companies will first consider whether marketing way consumers want, and will not start with the music starting to play the role, and finally it will consider the implementation of marketing, plus music could help the case, even let consumers pay.
Chen Hui Ling also believes that brand marketers will not start looking for music, but if the song appears, consistent tone of the brand, but also quickly binds, it may be an effective marketing.
Marketing has a key, and that is "to say the language of the consumer," she says, if the brand is young customer base, a higher degree of acceptance for the music, "thinking with their position," dig deep "inside desire, they can help you spread the power of marketing will become very powerful. "
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