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Luo Zhixiang’s design collapsed and Mengniu’s brand was “hurt.” How did the company choose a backup?
Laiyuan: new internal reference consumption
Author: My neighbor Totoro Jun
New consumption guide
In early April 23, fans of the new internal consumer control who hadn’t woken up from their sleep were estimated to quickly eat a big melon. The famous star Luo Zhixiang broke up with his girlfriend and broke up his deceptive and chaotic private life and many other negative news.
In recent years, due to the continued popularity of variety shows on the continent, they have participated in popular variety shows like “Extreme Challenge” and “Creation Camp 2020”. Through these popular variety shows, they have also gained the attraction and trust of brand owners, and have therefore endorsed brands like Mengniu.
And our theme today is that if an artist suddenly encounters a negative crisis similar to the little pig Luo Zhixiang, how should the brand respond with the right strategy?
Mengniu ran into a spokesperson crisis: Why do business owners love celebrity endorsements?
Speaking precisely, the piglet stands behind Mengniu Chunzhen. As a famous yogurt brand under Mengniu, Luo Zhixiang is also attracted to the brand effect of his frequent appearances on variety shows, which can lead to fan conversion and enhance brand value.
But people are not as good as heaven, even if the company has made great preparations at the initial stage, the black swan event of the moral crisis of the stars can instantly turn into a double resistance sword, quickly causing the The company suffers large losses, which has led consumer brands to invite spokespersons in recent years. In a very anxious and cautious thing.
On the one hand, many consumer goods companies continue to maintain the traditional marketing idea of inviting spokespersons, because this method is often direct and short-lived. One of the two consumer goods tactics outlined above is to invite spokespersons. This method of marketing is often the most preferred medium of the advertising companies represented by 4A.
A 4A insider source revealed to the new internal consumer benchmark: Many business owners have certain stellar conspiracies. Based on your feelings, stellar endorsement is the fastest and most effective marketing method. On the other hand, many entrepreneurs must be. There are many factors of personal preference for certain stars. Therefore, the boss often confessed to the 4A company, trying to find a way to invite the backup star, and even the named last name must invite a certain star. “
Of course, the business owners behind this also have their own considerations: In the micro stage of traditional television media, these stars trust Weibo, a medium with a large audience, and remain the best of the young group. Often, in addition to attending various events, a spokesperson is also behind.Signed photos and fan activities, plus promoting the star’s own Weibo multiple times, can not only bring products, but also enhance the value of the brand. Although the price is expensive, an hour of an event is often hundreds of thousands of dollars, but the company El Señor is still happy to hit the stars.
Totoro Jun is fortunate to be invited to a series of celebrity supporter admirer activities. I have seen the enthusiasm of the fans. Totoro Jun sitting in the VIP seat can feel the star up close. For many fans, if you want to participate in such an event, then It often requires a lot of financial backing, and the intermediate industrial chain has always been in the public’s perspective.
But my deep feeling is that while fans can quickly enhance the brand’s influence on young users and drive sales through celebrity endorsement, from the perspective of Totoro Jun’s experience when he feels the atmosphere of the event, to There is often a crisis:
1) Are the fans loyal to the stars, or do they really love the house and Ukraine?
This is highly doubtful. In fact, the user loves fans. It’s easy to project fans’ love for the product. Once the idol encounters a negative crisis, it’s easy to project fans’ anger at the brand. For example, several small circles in my circle of friends. Pig fans said they wanted to drink An Muxi.
So celebrities are sometimes a double-edged sword. Zhang Yi, founder and CEO of Ai Media Consulting Group, said in an interview that such problems have been gradually revealed since 2017: “The artist’s comments in the past year have come to the end result, so the brand chose If it has no be careful, you will be injured. ” And this effect is fatal. “As the saying goes, fans are also fans and fans. Some brands will depend on top stars to quickly promote product reputation and sales, but they will also fall into a major crisis due to the personal problems of the stars.” Zhang Yi believes that once the artist is caught there will be a big problem with his follow-up backing in the human settlement crisis.
2) The professionalism and attitude of Xiaoxian meat also affects the image of the brand.
This My Neighbor Totoro is more empathetic. In 2018, I once went to a site where a brand invited to a popular little fresh meat sponsorship event. Throughout the event, the fans were fans, but the guest star was not only late, let us the media. Waiting for an hour with the fans, and there is no enthusiasm or smile in the entire process of participation on the scene, although the little fresh meat often shown in the image of a sunny child, but this event may not necessarily bring a positive image to the brand, but fans who participated in the event relaxed.
On the contrary, in another event where Totoro also participated, another star seemed to be more productive. Not only did he promote the product, but the lines of the event were reversed and there were many interactions with fans who were not in the original agreement. This may well affect the brand for brand promotion.
Therefore, the essence of choosing the spokesperson is also an investment activity of the company, which must have a very clear thought and judgment on the stars, otherwise you can find a double-edged sword:
As the famous economist Song Qinghui said: From a professional perspective, before selecting a spokesperson, companies must carry out a risk assessment from three aspects:
First, if the brand spokesperson has a certain degree of adjustment to the company’s business or the main products it represents. The greater the adjustment, the greater the commercial value, that is, the greater the communication effect and the greater the risk of approval.
Second, if the spokesperson has the relevant sensitive news before approval, it should be treated with caution. At the same time, we must pay attention to avoid future negative news risks from the spokesperson. The more the spokesman’s negative or sensitive news is exposed by the media, the spokesman’s commercial value will easily be damaged, or even counterproductive.
Third, in the spokesman’s history, have there been any behaviors that affect the moral and legal results, so is it very necessary to conduct a background check on the spokesperson?
Only in these aspects are they deeply controlled, so as not to make the company expensive and sad, behind this is really the proof of the company’s management capacity.
Companies meet negative endorsements What strategies can Mengniu companies adopt?
In the past few years, it has not been twice or twice that companies have encountered a backing crisis. Since 2014, corporate endorsement stars have encountered crises over and over again. In this crisis, we can say that we have accumulated a large number of coping strategies, but behind these coping strategies There is an indescribable bitterness of the company itself, in my opinion, the following public relations crisis strategies can be used:
1) Companies must attach great importance to public opinion, and the public opinion and public relations team in crisis must be formed first
It is best for the company to take the initiative in person. The response should be prompt, without delay. What the public wants is their opinion on things. The company’s public relations team must respond quickly, gather information and collect data on all aspects as soon as possible.
2) 👍 First answer everyone
Right now, there are actually two strategies, the first is the passive public relations strategy, which is to remain silent, not to speak for now, because the star crisis public relations team itself will also start the strategy, launch relations Public, the event may have leeway and investment, so if you respond prematurely and don’t let the bullet fly for a while, there will be embarrassment after the reversal.
Once the star is negative, a clear, standard statement is naturally inevitable. At this time, the statement may express condemnation, regret, or shock. At the same time, many companies will urgently begin the contract cancellation process and complete the contract cancellation as soon as possible to achieve the cut off of the correlation between the brand and the negative news.
3) Activate the liability of the stars immediately to reduce losses.
I believe that a standardized company should be subject to the terms of the contract during the star signing process. When you are often faced with such a crisis, that is, when the legal department shows its own worth and strength, it is also a type of emergency legal action to stop losses on time. Effective strategy
4) Sign up for a new spokesperson right away, or launch new products and other new events to minimize and weaken the negative
At this time, the corporate brand can also act immediately, signing a new spokesperson and showing and launching the new brand, to weaken the public influence of this event.
In short, the company invites the spokesperson, as I said in an exchange, it is investment behavior. Since it is an investment, the company must assume the risk of a possible failure. Once you are aware of the investment failure, it is not an immediate action to start a stop loss in time Things, on the impact of Luo Zhixiang’s negative news on the brand and the Mengniu brand follow-up strategy, We will also follow up on the review in time.
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Editor-in-Chief: Chen Yongle
