"Product Placement" Has Become A New Choice For Jinjiang Brand Shoe Enterprises.

During the Spring Festival this year, a big slam dunk by Jay Chou swept the box office.

As Jay Chou's sports equipment supplier in the drama, the basketball and basketball shoes and clothes marked by LOGO are deeply impressed by the audience.

The advertising mode that Del Hui tries is called "placement advertisement" by the industry.

A few days ago, after the news of the big dunks 2 came out, del Hui, who tasted the sweetness, said that he would continue to cooperate with the film, and make new sports equipment for the film again.

In fact, in Jinjiang, del Hui is not the first company to try "placement advertising".

As early as two years ago, XTEP had worked with Shanda's large 3D game, dragons and dungeons online. XTEP's LOGO was arranged in the game scenes of dragons and dungeons online. At the same time, players can get XTEP LOGO products if they play a certain level in the game.

What are the advantages of product placement compared with traditional advertising forms?

What kind of enterprise is suitable for product placement?

At what stage of brand development can product placement be chosen?

The Big Slam let the audience fall in love with del Hui. The audience watching the Big Slam will remember that the LOGO of del Hui can be seen everywhere. Jay Chou's basketball, his jerseys and even the billboards around the stadium are all LOGO.

After the special plot arrangement, the movie from time to time gave Jay Chou's basketball close-up shot. After watching the film, the brand image of Dell Hui was naturally remembered by the audience.

Just imagine how Jay Chou's fans can see their idol playing in the dunk of the dresses and their boots. How can they be indifferent to the Del Hui brand?

Jay Chou is the spokesman of del Hui, in collaboration with the Grand Slam, and del Hui specially developed Jay Chou's basketball shoes and clothes equipment in the play.

In order to match the "Big Slam Dunk" staged, del Hui posted posters at all terminals across the country, increased ground publicity and coordinated marketing activities.

With the big dunk in the country, Dell Hui's sales are rising all the way.

Lu Keying, director of media, gave a positive evaluation of the product placement.

It is understood that the investment of del Hui in the big slam dunk is around 5 million, in addition to greatly enhancing the brand awareness, sales performance has also been greatly improved.

"If the 5 million yuan advertising fee is invested in CCTV, it will only be counted dozens of times in 15 second golden section advertising."

Lu Keying said that sponsorship of dunk is quite cost-effective.

How to choose the carrier is very important. Jinjiang is the brand capital of China. The advertising cost of Jinjiang enterprises in CCTV is billions of dollars every year.

Ye Maozhong, a famous marketing planner, believes that the brand awareness of Jinjiang enterprises is commendable, but the ways and skills of advertising investment need to be deeply considered.

After several years of advertising bombing, Jinjiang brand has become a household name, and its brand awareness has been greatly improved.

With popularity, brand reputation and loyalty become the direction of brand development in Jinjiang.

Ye Maozhong believes that Jinjiang brand has great potential in establishing brand loyalty.

"In the current communication environment, it is imperative to find a more clever form of advertising that can move consumers from deep inside to deep communication with consumers."

Ye Maozhong said that for Jinjiang brands, especially clothing and sports brands, it is possible to build up brand loyalty through appropriate scenarios, through movies or television works, to influence consumers.

But the product placement is not omnipotent. Due to the restriction of the plot, the more function of the product placement is to show the brand image. If too much publicity is done, it will easily cause consumers' disgust.

In addition, compared with simple commercial advertisements, "implantable advertising" lasts longer.

There are some TV and movie works. After the CCTV broadcast, the local TV stations are broadcasting in turn. The degree of fire is not the same, and the duration is also several years.

Of course, the biggest risk of placement is dependent on the influence of film and television carriers themselves.

If the work itself is not effective, the investment income of the product placement will also be greatly reduced.