Theme activities and public relations activities can accumulate the brand effect, enhance the added value of the brand, promote the animation image, and at the same time, bond the end consumer groups, and strengthen the social effect and brand reputation. QOO is a classic case of promoting cartoon image through theme activities and public relations activities. With the launch of "QOO" juice in China, Coca-Cola Company followed up a series of activities: the "QOO" meeting in Guangzhou, the "Queo Good Youth Chinese New Year Friendship Association" in Zhengzhou and the "QOO" birthday party in Fuzhou, which made "Qoo" a popular star.
Cartoon image is not only centered on the external image standard, but also has internal essential content, and has unlimited image application and expansion space because of its development. The derivative products and peripheral products developed by the creator of the cartoon image and authorized by the cartoon image brand are excellent ways to spread the cartoon image. By authorizing different kinds of manufacturers to launch a variety of products, cartoon image owners can increase the opportunities for consumers to have direct contact with cartoon images, widely spread cartoon images, effectively consolidate and expand cartoon brand promotion, and thus extend the life of cartoon image brands. For example, "Little Broken Child" develops authorized clothing, accessories, books, bags, home textiles, gifts, audio and video; The theme website has launched a large number of network peripheral products, such as network characters, wallpapers, screensavers, e-cards and multimedia messages, which are rich and colorful. The process of using cartoon images as spokespersons for products, enterprises or cities is also the process of spreading cartoon images, which complement each other.
Fourthly, the communication strategy of cartoon image.
1. Integrated communication strategy
Integrated communication includes the integration of media and communication methods.
For the cartoon image, several basic factors must be considered when choosing the media: the characteristics of the media itself, the cost of choosing the media, the characteristics and market conditions of the cartoon image, and the preferences of the audience. Different media have their own advantages and limitations because of their different coverage, arrival rate, parallel reading volume, attention rate, appeal, real-time and durability. Cartoon image is suitable for all kinds of media because of its tangible audio-visual presentation. In addition to traditional mass media such as TV, movies, books and periodicals, the network and various peripheral products, derivative products and authorized products are also excellent media. Without an overall media strategy, it is impossible to fully convey the relevant information of anime images to the target audience through a reasonable media combination. Through various communication channels, with the cooperation of animation works, advertisements and public relations activities, we should publicize and strengthen the animation image. Whether it is mass communication, interpersonal communication or organizational communication, they can penetrate each other and be used comprehensively.
2. Vivid communication strategies
The key point of vivid communication lies in vivid image, fashionable personality and easy interaction, which can narrow the distance between cartoon image and audience and drive the audience's vision, hearing, touch, feeling and thinking in all directions. The premise of vivid communication of cartoon image is the accurate positioning of cartoon image, and the important means are story communication, event communication and vivid market.
The appeal of cartoon image communication focuses on arousing image association and personality love or worship of cartoon characters. Therefore, it is necessary to study the cultural psychology and lifestyle of the audience, lock in the precise direction of the target audience's body, mind, habits and motives, so that every communication expense invested can accurately hit the target. French scholar Baudrillard believes that meaningful consumption is a systematic symbolic operation. His emphasis on symbolic consumption actually emphasizes the cultural and social significance of consumption. As an artistic symbol of entertainment consumption, anime images have preset cultural significance and broad social significance, which not only convey warmth, beauty and joy, but also make different anime images become labels to distinguish different audiences with different lifestyles, knowledge and aesthetic tastes.
Tell stories and communicate. Only when the cartoon image is effectively related to the narrative of the cartoon brand can the downstream enterprises extend the marketing of authorized services, which will add the narrative of the cartoon image to the extended connotation of shaping the cartoon image. To borrow a sentence from Bai, the host of CCTV, "This is not an era of storytelling, but an era of telling and expressing", the story spread of cartoon characters is not a simple story plot setting, but a story element such as dialogue, life details, life situations, conflicts, actions and life experiences of cartoon characters is set as the core, and then it is expressed in different forms, such as comics, comics, flash, cartoon character family series products and so on.
Event propagation. The event communication of cartoon image refers to that the communicator attracts the attention of the audience and the media by planning, organizing and using people or events with news value and social influence around the cartoon image. Because this method integrates news effect, advertising effect, public relations activities, image communication and customer relationship, it can quickly improve the popularity and reputation of animation images and help cultivate the loyalty and followers of animation image lovers.
The market is vivid. In the terminals of animation image communication channels, such as cinemas, bookstores, theme parks, theme websites, etc., create an atmosphere that conforms to the temperament of animation image, especially in the sales terminals of animation derivative products, by means of posters, posters, windows, banners, billboards, shop signs, etc., an atmosphere can attract consumers' investment and participation, so that consumers can have emotional experience and related associations and memories of animation images during consumption.
3. Brand communication strategy
In the final analysis, the competition of cartoon image is the competition of image brand. The strength and value of the brand can be seen from the sales of animation derivative products. The prices of domestic cartoon images, such as blue cat's clothing, stationery and other derivative products, are far from those of Snoopy and Mickey Mouse.
Adopting brand communication strategy is to find the value core of cartoon image in the process of communication, and pay attention to the inheritance and continuation of cartoon value of the image, so that every communication operation will contribute to the accumulation of cartoon image brand assets, rather than impairment. Blue Cat, a well-known cartoon image in China, has been authorized by the brand to produce this series of children's products since the end of 200 1. In the past few years, due to product quality problems, it has repeatedly encountered Waterloo, which has brought adverse effects to Blue Cat. Because of the lack of brand awareness, once famous domestic animation images, such as Black Cat Sheriff, Huluwa, Nezha and so on. , entered the extinction period in advance; In sharp contrast, many cartoon images of Disney are timeless, and Hello Kitty in Japan remains attractive for 33 years.
The brand communication of animation images is not only to cultivate an image, but also to remind the audience of the existence of these images through different communication channels and ways, and to design a long-term communication marketing plan around the image to maintain the brand's popularity and reputation.