SM & TS Entertainment’s marketing tactics help new boy groups gain foothold

[nobodyelse-care.livejournal.com]

 

2012 will usher in an influx of boy groups, and many are looking forward to seeing which ones will come out on top. To stand out from the crowd, a strong marketing plan is crucial for success. SM Entertainment and TS Entertainment seem to be well aware of this fact, as they’ve already implemented methods to promote their newly-formed boy groups.


SM Entertainment recently kicked off promotions for their new boy group, EXO-K and EXO-M, with a slick and sexy teaser of member Kai. In his intro clip, 17-year-old Kai (who has a height of 182 cm) showcased a variety of dance skills such as jazz, pop-n-lock, and hip hop. The video garnered over 800,000 views on YouTube, and was even listed under the ‘Most Viewed’ category on the 1st page.

There's also a Mandarin ver. of the teaser song 

This strong reaction (and subsequent level of anticipation) can be attributed to two marketing ploys: release a visually-appealing video with an exhibition of skills to draw interest, but keep biographical information to a minimum, so that the idol (and group) gains more attention through mystery.



TS Entertainment has also implemented a unique marketing method to spread awareness of their upcoming boy group, B.A.P. Instead of releasing teasers one by one, the label has been promoting the group through individual member activities. For example, Bang Yong Guk was featured in Song Ji Eun‘s ‘Going Crazy‘ and drew much attention for his impressive rap skills. He’s also been guesting on MBC‘s ‘LalaLulu‘, to gain more TV air time.

Some cuts from the show

TS Entertainment also formed a sub-unit group with Bang Yong Guk and Zelo, another member of B.A.P. They are currently promoting ‘Never Give Up‘ and are steadily gaining a large fanbase.

In addition, B.A.P plans to debut through a large-scale performance in a gymnasium that can hold up to 3,000 seats.

A representative of TS Entertainment revealed, “Although they are a rookie group, if we spread their awareness before the debut, it will help their promotion activities greatly. Bang Yong Guk has already generated over 10,000 followers on Twitter and is becoming quite popular. As the anticipation continues to build, a large-scale promotion is being put to use.”


Source: AKP + TSBaby@YT & WinGcr@YT 

SMent and TSent, stop torturing meeee~! Gimme EXO & B.A.P now!

Comments

[gardenintheair.livejournal.com]

but where are another teasers

[nobodyelse-care.livejournal.com]

Exactly! Where the f**k are they!? I guess we'll have to wait till next year...

[amandaplan.livejournal.com]

mte

[gardenintheair.livejournal.com]

oh and did you guys know it's probably Jino who sings in the teaser?

[gardenintheair.livejournal.com]

He doesn't sound like this though.

[cairistiona.livejournal.com]

Jino also speaks Mandarin so it seems likely that it could be him in the Chinese version too. It's plausible that it's him in both or either.

[lee-chikin.livejournal.com]

I'm madly curious about EXO K&M. It can be either a huge mess or a success. It's funny how in some ways SM is traditional to the point of idiocy (Super Junior MVs~~), and then pshh, does something like a double debut in 2 countries.

[luvey.livejournal.com]

SM is either going to lose momentum or garner more interests by waiting so long in offering up more teasers. I do admit the. company did learn a lot about the power of social media this last year and seems to be trying hard to impliment it with this new group. It will be interesting to see how they further market them, and when/if they join the SMTown tours.

[alexya-mrs-ross.livejournal.com]

who is the 3rd guy in ts ent's band? :3
and the chinese version of kai's teaser is so much sex :Q_

[alexya-mrs-ross.livejournal.com]

thank you :D

[pivotandsway.livejournal.com]

lol he looks like TOP had a baby w/ Jokwon

[rikayla.livejournal.com]

ikr lmfao

[goshipgurl.livejournal.com]

lol funny thing, i just thought about this a few days ago. the three most anticipated groups for 2012 are really EXO-M/K, B.A.P. and pledis boys. i wonder who will be the most successful one

[goshipgurl.livejournal.com]

honestly i havent heard or read a lot about them yet. i think the other 3 are def more anticipated

[goshipgurl.livejournal.com]

though people will go nuts when they debut

[laos7.livejournal.com]

imo EXO just because they're from SME and already, no matter how stupid it seems, have quite a fanbase.

[goshipgurl.livejournal.com]

true. but theres still a chance that they end up like f(x) and wont be successful right from the start

[iznanassi.livejournal.com]

Yeah but they're male = instantly more approval.

[anconeous.livejournal.com]

EXO because they're from SM and there hasn't been an SM boygroup debut in almost 4 years. That's almost a whole new generation of fangirls SM wants to capitalize on.

[bishieaddict.livejournal.com]

Ak! 17?? :( lol oh well. I'm looking forward to this new SM group. I like the song in the teaser.

[setsuna16.livejournal.com]

Umm... 2012 'ushering' in an influx of boybands in Korea ISN'T surprising... It seems like every time I turn around there's a new boyband debuting in Kpop.

[asnindie.livejournal.com]

Lol okay sure.

[erbalurbal.livejournal.com]

Doesn't sm always release teasers this way?

[shocko-o.livejournal.com]

if that's mandarin... sounds like a korean singing in mandarin ^^ and the voice is awfully like yoo young jin's

[dotdotdotting.livejournal.com]

That's great for SM/TS but I just want himchan to debut gdi

[mossysneakers.livejournal.com]

They should pick better names for the boy groups...

[pivotandsway.livejournal.com]

right? it's not like there's a shortage of nouns.

[iznanassi.livejournal.com]

When was this ever not used?

OT but how old is Zelo? I heard he was jailbait.

[xmikutiax.livejournal.com]

he's like 15 lol which is fine for me 'cause I'm 16

[engraved-16.livejournal.com]

/jumps in
me too :D it's good to be young in the kpop fandom haha

[xmikutiax.livejournal.com]

ikr! they keep spurting out young new groups and we don't feel like pedonoona's lmao :D

[iznanassi.livejournal.com]

I'm still younger than him lol

[xmikutiax.livejournal.com]

omg lol aww

[xmikutiax.livejournal.com]

Can B.A.P just debut now? ;~;

[xmikutiax.livejournal.com]

LOOOL. Why yes you can :D

[lazmy.livejournal.com]

not relevant to my interests because i'm not going to jail for liking this kid

[miki-831.livejournal.com]

This isn't new. This type of teasing has been going on in kpop for a long time.

[undeniablysarah.livejournal.com]

HOLY FUCK I AM ALREADY STANNING HIM.

[dilettantka.livejournal.com]

B.A.P. lul

[engraved-16.livejournal.com]

Yes, please hurry up SM and TS >.<;