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营销就是为了赢得消费者的喜好,而这分为两个层级:第一,让消费者被动接受教育,即考量信息传递是否到达;第二,则是从消费者媒体习惯的角度来看,要求品牌力求以亲近的方式与消费者沟通。对于当下家庭压力大的女性消费者,娱乐化思路就是较为轻松的互动沟通形式,为此,立白集团从2012年开始部署娱乐化营销战略。2013年,立白集团用1.5亿元以“立白洗衣液”独家冠名《我是歌手》,并在节目内容中植入品牌信息,节目播出后立白洗衣液知名度提升13%,美誉度提升11%;
Marketing is to win the consumer’s preferences, and this is divided into two levels: First, allow consumers to passively receive education, that is, to measure the delivery of information is reached; the second is from the consumer media point of view, the requirements The brand seeks to communicate with consumers in a close way. For the current family-pressure female consumers, recreational thinking is a more relaxed form of interactive communication, therefore, Liby Group from 2012 to deploy entertainment marketing strategy. In 2013, Li Bai Group with 150 million yuan to “Li Bai Liquor” exclusive title “I am a singer,” and implanted brand information in the program content, Li Libin laundry program visibility increased by 13% , Reputation increased by 11%;