Shoe Marketing Strategy

Good advertising and advertising are the consistent marketing styles of shoe companies.

Why do shoe companies advertise?

Advertising is an important way and means of image dissemination and promotion of shoe enterprises, and is an important part of the external behavior system of shoe enterprises.

Through vivid and effective publicity, corporate advertising delivers excellent products and services to the public, as well as good corporate spirit, business principles, values, first-class management level and production technology, so as to form a good corporate image in the eyes of the public, get their cognition and trust in products, identify, understand and support the enterprises, and promote the continuous operation and development of enterprises.

Next, let's take stock of advertising marketing strategies of shoe companies.

Sponsorship of high-end events

As every shoe company is trying to build a strong product image, a sponsorship strategy should help to deepen brand image and link up sponsorship activities and brand characteristics.

Sponsorship can provide urgent image enhancement to struggling brands.

In June 2009, the Chinese Olympic Committee officially announced that Anta became the partner of the 2009-2012 Olympic Committee of China. Anta will provide sports equipment for the 11 major international comprehensive games, including the 2010 Winter Olympic Games in Vancouver, the Guangzhou Asian Games in 2010, the London Olympics in 2012, and the market development rights of the Chinese Olympic Committee and the Chinese team.

And after Anta became a partner of the Chinese Olympic Committee, 360 degree also launched its brand new strategy, officially opening the new sports marketing campaign in the post Olympic era.

Under the brand-new brand planning, 31st degree has included a series of high-end sports resources, including becoming a senior partner of Guangzhou 2010 Asian Games, a designated supplier of CCTV5 clothing, sponsoring the China Ping Pong Super League and Xiamen International Marathon race.

Through the sponsorship of high-end events, the advertising effect of shoe companies is more economical and effective than direct advertising forms.

Through the television broadcast, the vast number of TV viewers can also see the beautiful figure of the brand, and become an eternal, mobile and free advertisement on the TV screen, which helps to establish the image of Chinese local brand and promote the internationalization of the brand.

Duer star

Finding celebrity endorsements and putting advertisements on well-known TV stations is the most popular way for sports shoe companies to promote brand. An eye-catching advertisement can enhance the image and exposure of enterprises, and is the most beneficial to the long-term development of enterprises.

In the Olympic advertising war, we can always see those Olympic champions.

Olympic champions, especially the flying Liu Xiang and Diving Queen Guo Jingjing, have become the targets of Olympic sponsors and other spokesmen.

About the star for shoes enterprises endorsement, it seems that no one can not turn around Kong Linghui endorsement Anta incident.

In 1998, Wang Qizheng, a sports personage, recommended Kong Linghui to President Ding Zhizhong of Anta. The two men were very happy, and the endorsement business was quickly achieved.

Since 1999, after the 800 thousand super value signing of Kong Linghui, the additional surprise is that Kong Linghui won the gold medal at the 2000 Sydney Olympic Games, making Anta take the first time to take off.

Since then, many shoe companies have followed suit from Anta to find sports stars.

And Anta's main competitor in China, Lining, seems to be more internationalized.

In his Olympic advertising oneteam, Lining invited China's famous athletes such as Wang Liqin, Zhang Yining, Guo Jingjing, Yang Wei and several other sports such as Spanish football, Argentina basketball, Croatia tennis and Ethiopia marathon.

And some shoe companies choose another line of spokesperson: entertainment stars.

XTEP, which won many CCTV's Olympic resources, is the advertising route combining fashion sports with entertainment stars.

In the Olympic advertising film "let sports be different" in Taiwan, Jolin, a little girl in Taiwan, has become a gymnast. Nicholas Tse and Willber Pan have evolved into representatives of street sports such as boxing and basketball. The twins combination has become a star cheerleader. From 1984 to 2008, from dream to reality, China surpasses the possibility of making sports and fashion life closely integrated.

Film and television advertising

As an integrated marketing mode, the placement of film and TV plays has continued to heat up in China.

From Feng Xiaogang's "if you are the one", Zhao Baogang's "struggle" to Hunan satellite TV's "meteor shower", although it leads to many notoriety, but from exposure and publicity, these cases give shoe companies the courage to try placement advertising.

The dunk shot, which was starred by Jay Chou in 2008, 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.

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.

For the Jinjiang brand, especially clothing and sports brand, in the current communication environment, it is urgent to find a more clever form of advertising that can deeply touch consumers and communicate with consumers deeply.

Shoe companies can influence consumers through movies or television works through appropriate scenarios, thereby establishing brand loyalty.

But product placement is not everything. The influence of product placement depends on the film carrier itself.

If the work itself is not effective, the effectiveness of placement will be greatly reduced.

Therefore, for shoes brand, product placement should start with the characteristics of the product itself to determine whether it is suitable for placement.

When placing placement ads, we must also be cautious. We should integrate the shoes' positioning, characteristics and the characteristics of TV series and movies effectively, and correctly understand the prospect of this film and TV drama.

Water trial public service advertisement

The term "commonweal" covers a wide range of meanings, such as environmental protection, love, charity, civilization and so on. Less commercial gas public service marketing can easily arouse people's goodwill and enhance brand reputation. As people's awareness of public welfare marketing deepens, the magic power of public service marketing is more and more sought after by enterprises, and the frequency of public service marketing is increasing.

Shoe enterprises are also an important joining force in public welfare marketing, and many successful cases have emerged in the aspect of public welfare marketing.

5.12 after the Sichuan earthquake, Anta (China) Co., Ltd. decisively decided to donate 10 million money to the earthquake stricken area, and Anta refuels China!

The advertising idea is also broadcast in 3 weeks.

In addition to dealing with emergency public welfare marketing, many shoe companies regard public welfare marketing as an integral part of the company's marketing strategy.

PEAK has long supported the development of China's space industry. AOKANG's Wang Zhentao charitable foundation has been running for many years. More than 2000 students have benefited from its establishment.

Many of the shoe makers, who are good at this, admit that the promotion of brand marketing is difficult to evaluate by traditional management methods, and its influence is thick and wide.

Public service advertising marketing and other advertising marketing methods need to find bright spots.

Such major natural disasters as earthquakes, typhoons, and tsunamis are a good opportunity for enterprises. Enterprises can give generously to the disaster and effectively link their spirit of enterprise with the spirit of disaster relief, which can naturally arouse people's goodwill and contribute greatly to the improvement of corporate reputation.

But in the period of social peace and tranquility, the road of public welfare should continue.

In addition to the great disaster, there are still many groups of people who need the concern and support from all walks of life. For example, aerospace, AIDS patients, poor areas, etc., if enterprises can choose long-term projects of concern and support with the nature of the enterprise and the spirit of the enterprise, they will set up an image of a public service enterprise and a responsible enterprise.

Careful advertising channels

In recent years, at the CCTV advertising tender meeting, the pride of Quanzhou shoe enterprises has thrown a lot of money on them, which has made many people laugh at it and become a force that is hard to ignore.

In 08 years, XTEP's performance was eye-catching, with 156 million yuan won the CCTV 2009-2010 sports match live partner, nearly 1.1 yuan more than 1.1 billion in 07 years; 361 degrees beat Lining and Anta by 158 million yuan, winning the CCTV nominated sports channel clothing designated supplier. However, it is quite puzzling that in the 09 CCTV advertising bidding meeting, Quanzhou shoe enterprises appear particularly rational.

At the tender meeting, many well-known enterprises including Anta and Li Lang did not send people to the tender.

The Quanzhou shoe enterprises in the CCTV advertising bidding on the move, we can see that Quanzhou shoe enterprises in advertising more rational, and more targeted.

Now several large shoe enterprises in Quanzhou have already passed the urgent need to start fame in the domestic market, so it is difficult to put on the market like the previous few years.

In addition to the media resources of CCTV, there are many other advertising resources available for enterprises to choose. For example, various competitions and large events are good advertising platforms.

Quanzhou shoe enterprises have been implementing the strategy of advertising ahead of time for a long time to expand their market share by increasing their popularity.

However, advertising is always a way of brand strategy. Enterprises should pay attention to the application of comprehensive and three-dimensional brand strategy in the future.

The huge investment in advertising should consider the impact on the allocation of enterprise resources.

Any industry must be adjusted to a certain stage.