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Jingdong book

植入式营销：利用名人的力量速成和增值你的品牌

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Jingdong book

植入式营销：利用名人的力量速成和增值你的品牌

Name: 植入式营销：利用名人的力量速成和增值你的品牌
Brand: Jingdong book
SKU: 3102015731
Price: 42.09 USD
Availability: OutOfStock

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利用名人的力量给品牌创造很有影响力、很低成本的曝光机会！
纵观艾斯卡达、阿玛尼、迪奥、施华洛世奇、百威啤酒、宝马MiniCooper、宝洁、通用等国际大牌如何通过荧屏、杂志、网络新媒体进行植入式营销而闻名遐迩、风靡全球。

Content Description

如果你想让自己的产品家喻户晓，不要犹豫了，就用本书中作者苏珊·艾什布鲁克教给大家的方法：利用富人和名人效应来影响购买群体。基于红毯后的精彩故事、多年来在行业中积累的宝贵经验和对名人营销成功人士的深度访谈，作者苏珊·艾什布鲁克将教给我们：
将产品穿在名人的身上或者放在名人手中
与设计师、推广专员和其他与明星有密切关系的人建立联系
为产品找到合适的品牌代言人
实施名人营销战役
从名人手中收回价值不菲的代言产品
做好应对名人品牌效应的一切准备
尽管本书聚焦于时尚，但是苏珊·艾什布鲁克的建议适用于任何产品，并且她为名人植入式营销创造了辉煌的研究案例。

Author Description

苏珊·艾什布鲁克，涉足名人植入式营销领域已有20年之久，她在洛杉矶首度建立了时尚产品植入式营销公司——影视时尚公司（Film Fashion）。她代理的一位客户便是有着浓厚美国气息的高品味时装品牌拉尔夫·劳伦斯，继而，又成功地把多位专业名人和公司花名册上的众多客户完美结合在了一起，其中包括法国服装品牌朗万、瑞士著名手表品牌弗雷得利克·萧邦、世界上首屈一指的水晶制造商施华洛世奇、德国专业时装品牌艾斯卡达、纽约著名设计师自创品牌艾萨克·麦兹拉西等多家著名品牌。此外，她还为尼康、孩之宝、万事达（Mastercard）等非时尚品牌提供咨询服务。2008年，阿什布鲁克把影视时尚公司卖给了公共关系巨擘R&G公司。之后，她开始了自己的写作历程，同时为巴黎时尚设计师Herve L. Leroux提供咨询服务。

Comments

★我们在奥斯卡颁奖典礼上看到，许多像Lee牛仔这样的大公司为露天看台上的观众发放帆布帽子。我也想起了通用公司在好莱坞举行的“GM TEN”时装秀在奥斯卡颁奖典礼的大肆宣传下名扬四海。此外，还有由于电影《阿甘正传》而名闻遐迩的暇步士（Hush Puppies）品牌。
——汤姆·朱利安（Tom Julian），汤姆·朱利安集团（品牌咨询公司）创始人， Oscar.com的时尚专家

★媒体十分痴迷于名人的各种信息，他们穿着什么样的服饰，拿着什么样的手包——无论是参加奥斯卡颁奖典礼还是去喝一杯咖啡，媒体总是对此津津乐道。我的朋友普拉巴·高隆（Prabal Garung）发布了一系列服装，大多数都是酒会礼服，而瑞秋·佐伊（Rachel Zoe）则在短短的90天内让黛米·摩尔（Demi Moore）连续两次穿上了该品牌的服装。这次产品展示之后，高隆的身价暴涨，从一个师出无名的年轻设计师摇身一变成了红毯秀上炙手可热的红人。
——比利·戴利（Billy Daley），宝缇嘉（Bottega veneta）全球媒体与特殊活动总监，美国通讯总监

★许多企业的成功都有赖于名人代言。名人的支持已成就了许多人的事业。那些从前只能在家中设计几件衣服的设计师们，可能一夜之间，便会得到国际时尚界的认可。
——布莱恩·蕾妮（Brain Rennie），艾斯卡达前任创意总监

Catalogue

引言
第一章什么是植入式营销
第二章个种类型的名人
第三章各种类型的活动
第四章执着与改变
第五章杂志、电视及网络力量
第六章可能会出现的问题
第七章产品营销的理想之地
第八章为好莱坞宣传促销做好准备
第九章设法把产品转送到名人手中
第十章为产品找到最佳代言人
第十一章建立强大的关系网
结语

Book Abstract

《植入式营销：利用名人的力量速成和增值你的品牌》：
我兴奋极了。拉尔夫·劳伦大名鼎鼎，我想这次一定会大获成功——直到看见了要宣传的系列服装的照片后，我才改变了想法。服装大都是吊带裙，设计得十分简洁，颜色不外乎黄色、紫红色和铁蓝色等蜡笔色。我马上意识到，这件事很难运作成功。由于我整天接触行业中最好的服装设计师和造型师，因此也积累了一些经验，知道蜡笔色根本不上镜，而且在好莱坞如此重要的晚会上，仅凭一袭简单的吊带裙不可能领导时尚潮流、给人留下深刻印象。除此之外，劳伦还坚持说，无论是谁，如果答应穿着该品牌的礼服，那么身上其他的配饰也必须是同一品牌的产品，包括鞋子、手包、珠宝等，公司的设计师还要对他们的发型和化妆提出建议。这显然没有给演员留下一点余地来展示他个人的风采。
结果可想而知，我根本不可能成功。我联系到的演员中，无一人对我的提议感兴趣。眼看着离奥斯卡颁奖典礼只有几周了，时间的紧迫逼着我对运作的策略进行调整。我毅然放弃了女装，转而尝试该品牌为男士设计的经典燕尾服。虽然在女装方面我没有通过劳伦的考验，但是我却能适时地把业务转向男装，这总好过一事无成。因此，我希望劳伦的公关人员会为我的最后一搏鼓掌喝彩。在奥斯卡颁奖典礼举行的那天晚上，大家公认的时尚人士——丹泽尔·华盛顿，身上穿的就是拉尔夫·劳伦的经典燕尾服。我最初的任务虽然没能获得成功，但是我却准备好随时变通，最后终于让拉尔夫·劳伦出现在了红毯秀中。
要想使产品和名人发生化学反应，完美地结合在一起，我们就要花许多心思。假如说，你有一家自行车公司，你认为请位名人骑上艳粉色的自行车，拍成照片后展示给大家，即可提高自行车的销量。网站上名人的照片会告诉大家，你的自行车的确非常不错。随后，你又把照片发送给了目标名人，结果运气不济，无人理睬，接下来你怎么办？你可以重新制定一个名单，再次进行尝试。这当然是你涉足名人营销所必须具备的执着和坚持不懈的精神。但是，我要建议你选择其他途径来展示那款艳粉色的自行车，寻找其他的办法向好莱坞进军。你可以调查有哪些明星喜欢同家人一起骑自行车（并拍摄下来）；也可以寻找一些可能有骑车机会的活动，如加利福尼亚因迪奥（lndio）城举办的柯契拉音乐节。此外，哪个电视节目中会出现骑自行车的场景，也要一一列在单子上；你还可以与音乐公司联系，看是否有哪个摇滚乐队在拍摄视频时会涉及到自行车……把你疯狂离奇的想法都逐一记下来，然后开始一个个打电话。我不敢保证你由此就可以出色地完成营销任务，大获成功，但我至少可以保证，你已经初步同外界建立了联系。专业人士会请你把照片以及联系方式发给他们，并把你的相关信息存档保留下来。你的执着很快就能得到回报。试想一下你的目标人群都爱好什么，不要把自己局限于老一套的思维定势中，认为“许多13岁的年轻人都认为自己现在已经25岁了”等等。现在的客户千姿百态，什么事都可能发生——因此，你要拓宽思路、大面积撒网。
……

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