Learn Zhao Benshan's Integrated Marketing

In this era, relying on "fighting alone" is not enough.

The concept of "integrated marketing" is not new to the Chinese market, but companies that can really understand and use it successfully are rare. Compared to our "Uncle Benshan", it is dwarf. In fact, for many years, Zhao Benshan did not do it. "One out of the blue" (although he is already very good), but not alone; his disciples can be described as differentiators, each other in his surroundings, making the mountain media is booming.

Can have such a scene, is "Uncle Benshan" he did a good job marketing, know how to "integrate."

In fact, the company's own resources are often limited, but if it can not effectively use all the available resources, so that brand value is centralized, then the company's brand strength is obviously very weak.

Let's share how Uncle Yamamoto did this in this area.

one, Integrate "talent" resources

In the eyes of Zhao Benshan, he is very clear that it is very difficult for the “Northeast duo” cultural industry to develop to a certain degree of breadth and height by relying solely on one's own ability; instead of fighting alone, why not include many outstanding folk duo artists in the company? Many of Zhao Benshan’s many disciples did not learn to transfer after the “Uncle Benshan” was a teacher. Instead, they did not have a certain “regional market” before joining the “Benshan Camp”; for example, Wang Xiaobao of Liaoning Heishan. (Current deputy head of the Liaoning Folk Arts Troupe), Wang Xiaoli of Nen County, Heilongjiang, Liu Xiaoguang of Jihe of Jilin City, and Shenyang of Kaiyuan of Liaoning Province, including Cai Weili, Wang Xiaohu, etc. These tigers will worship under the mountain gate to enhance their strength. Of course, we must also admire the integration method of “Uncle Benshan”. The “Zhao Benshan Cup two-person contest” has not only improved its own brand status, but also allowed him to discover and absorb a lot of outstanding two-person talents in a timely manner; like Gao Xiaobo Wang Xiaobao, Wang Xiaoli has won the gold medal in this competition.

The continuous integration of talents enables the disciples to unite around “Uncle Benshan”, which is essentially the core strength of “Benshan Media”. This is a powerful cornerstone for Zhao Benshan’s industrialization of art.

It is worth mentioning that: In order to better train and digging outstanding artistic talent, expand the reserve team of folk art, Zhao Benshan, also in May 2003 signed a cooperative agreement with Liaoning University, co-founder of the "Liaoning University School of Art Hills . "in September 2004, the mountain Art Institute of Liaoning University school schedule, set folk art, film and television acting, directing and literary arts four majors. after several years of development, the mountain Art Institute has become an important base for the Northeast regional Art talents At the same time, it has become an important talent reserve base for “Benshan Media”.

From the perspective of our company, to strengthen the competitiveness of enterprises, we must do a good job of integrated marketing, and the integration of talent is the most urgent task, the most important thing. However, many people ignore this point and do not allow full concentration of talent and the use of advantages The establishment of an effective personnel training and reserve mechanism has not yet been established. There have been many professional managers in China for more than three or five years, which have become an odd circle in the industry.

Second, integrate "brand" resources

The master brand "Zhao Benshan" is not good, but also very simple; therefore, "Uncle Benshan" has no choice but to launch his own "sub-brand"; he knows that "only if there are more brands, the mountain media can grow." More "sub-brands" are integrated together, and are the most wise side of "Uncle Benshan". From 2005 , the apprentices Cai Weili and Wang Xiaohu appeared in the Spring Festival evening "Kung Fu" and both of them played Xiao Xiaoyou. Wang Xiaoli's high-profile debut in the CCTV Spring Festival Gala, its meaning is clear, "Uncle Benshan" to launch one after another sub-brand; small Shenyang overnight, Wang Xiaoli's rapid popularity, and their buddies have emerge, have fully demonstrated Zhao Benshan's The "sub-brand" strategy is correct. Not only did they have a long face for the "Uncle Benshan" face, but they also made money for "Benshan Media". It was a best of both worlds and why not!

However, if we look at many sub-brands of our company and some of them are successful, it is not the image of the mother brands that are weakened by too many sub-brands, that is, the mother brand has discarded the merits of the sub-brands, and many of them are short-lived. Therefore, "Uncle Benshan" brand integration effort, our entrepreneurs are still learning more.

three,   Integrate "media" resources

If the company wants to grow and the brand grows, there is no media coverage is not enough. This “Uncle Benshan” is better than ours. Integrating the “media” can not be simply understood as “advertising” is so simple, how to “take advantage” "Achieve "saving effort" before they got it.

In the "media" resource integration, "Uncle Benshan" can be described as a wide range of resources, skilled advisors, to the Central Television, Liaoning Satellite TV, Heilongjiang TV station; down to the Internet media, local theaters, that can be called a "wonderful" media. The broad platform provided is a good opportunity for the “Benshan Media” artists to show their faces. You can see the annual holiday entertainment programs, Liaoning Satellite TV, and Heilongjiang Satellite TV.

In the integration of the media, Zhao Benshan has reached its ultimate goal. The ability to mobilize media resources is also considered second to none in the country. "Benshan Media" has established strategies with "Sohu.com", "Beijing Traffic Radio" and "Taiwan Dongfeng Media." The partnership has provided a broader platform for the development of "Benshan Media".

In 2006 , Benshan Media cooperated with Liaoning TV Station to launch the “ Liu Laogen Grand Stage ” column. After the column was broadcast, it was well received by the majority of TV viewers, and the viewership rate ranked first in the Liaoning Satellite TV category and became a Liaoning TV station entertainment program. The leader of Liaoning TV's “light comedy” is now mostly the protagonist of this mountain.

However, our company thinks that the integration of "media" means advertising, and it does not know how to put advertisements into operation through the column, and it will not make full use of "event marketing" to use the power of the media.

four, Integrate "social" resources

In order to effectively promote the northeastern two-person transfer, Zhao Benshan will not be satisfied with a place in Liaoning, must be a large-scale staking and enclosure; through the integration of various social resources, strong alliances, to achieve a win-win situation. So "Benshan Media" is not only in Shenyang Middle Street, Shenyang Workers' Hall Shenyang Shentie established the "Liu Laogen Grand Stage" and established the "Liu Laogen Stage" theater in Beijing, Harbin, Changchun, Tianjin, etc. The entire northeastern three provinces and Hebei and Beijing areas were almost occupied by "Uncle Benshan". The “ Liu Laogen Grand Stage ” flagship theater, located in Shenyang’s Middle Street, is a hard-to-find ticket all year round. It has become a household name in Shenyang after the “ One Palace and Two Mausoleums ” (Forbidden City, Beiling, Tanglin). Cultural landscape.

Now " Liu Laogen big stage " was not only elected " National Cultural Industry Demonstration Base " ; in 2008 , Zhao Benshan was also elected as the inheritor of Quyi class northeast duo to state-level intangible cultural heritage.

The effective integration of resources has made Uncle Benshan taste the sweetness. The industry of “Benshan Media” has also begun to focus on four major sectors: performing industry, film and television production, television column industry and art education.

The TV series “Liu Laogen”, “Ma Daai Shuai” and “Country Love” were successively broadcasted by CCTV. Even CCTV’s TV drama ratings championships achieved a good overall social benefit. His apprentice and disciple not only had a platform to show their faces. Zhao Benshan and therefore even a "comedy king" jumped into "directing" the contemporary drama of rural theme.

Under the wise leadership of Chairman Zhao Benshan, under “Uncle Benshan”'s integrated marketing thinking, “Benshan Media” has its own cultivators, and the trained artists have their own performance platform, making the resources shared and everyone win-win.

Although “Uncle Benshan” and “Benshan Media” promote the “ green duo Ren ” and “outstanding folk culture in the northeast”, the essence of marketing is common. We hope that in the increasingly fierce market environment, our company can integrate a lot. All kinds of available resources, so that the brand Qiao borrow four or two, in order to set aside.