ZT: Yi Wenxiang: a successful online Olympic marketing by Liu Xiang

I found this case on the Forum and felt very inspired. So let's turn to learning.

Yi Wenxiang: a successful online Olympic marketing by Liu Xiang

On the eve of the June this year Olympics, iResearch held an Olympic marketing seminar in Guangzhou, inviting me to speak as a guest speaker. The theme of my speech is how small and medium-sized enterprises do not violate any law in the context of being not an Olympic sponsor
Under the circumstances specified by law, make a difference in marketing. Instead of sitting down and talking about it, it is better to roll up your sleeves and do what you want to do to teach others how to do it. Exactly this time, I practiced the Olympics.
Marketing is closely related to the Olympic marketing and the most dramatic figure Liu Xiang.

Our promotion topic is to guess what the score is for the 110 cross-bar competition. The winner can have a pair of sneakers. During the one-month Olympic promotion, catwalk net received registration of 0.1 million people and sold 200 sports shoes each day. The promotion effect was surprisingly good. If Liu Xiang did not exit the competition this time, his promotion score should be doubled.

The success of this promotion is almost inevitable because it conforms to the general rule of popular planning.

Because most of the large-scale and popular market planning on the Internet must include the following factors:

Sex: Most concerned and eye-catching by netizens;

Prize: The planning must have injecting benefits (the General Psychology of public network names taking advantage of small and low prices );

Gambling: Plans to inject Psychological Expectation factors;

Happy: Plans to inject entertainment factors;

Star: Fans;

Negative: Thousands of miles from bad news

In addition to sex, our plan has nothing to do with it. All other eye-catching factors include:

Prize: Free sports shoes for quiz.

Gambling: Bet Liu Xiang wins or Robert wins

Star: Top Olympic followers

Happy: The Olympics is an entertaining event

We have made a comparison between the advertising effect of the Olympic video vendor pplive, which is also very interesting. The first advertisement is to promote the concept of "buy fashion" on the catwalk network, and it is a beautiful color design, low click rate. Later, it was changed to "110 million-square-meter quiz sports shoes in the middle of the game" black and white, and the click-through rate suddenly increased by more than 4 times.

He communicated with Dangdang's former Marketing Director MIN mingli about his recent online marketing experience. He felt the same as his experience: Online Marketing

• Price signals must be highlighted

He just made an advertisement for a customer. In the same position on Sina, the customer only made 10 thousand clicks on the advertisement. Xiaoming mingli helped them highlight the price signal, and the number of clicks reached 50 thousand.

• When a user chooses a website to shop, 70% of the price is taken into consideration.

• Starting from brand products and well-known products

The click ratio of text chain ads that highlight product/price signals to text chain ads that focus on the same position is 4.09

In addition, this promotion experience proves:

1. Emotional and non-professional planning vs rational and scientific planning, with the effect of internet marketing: the former is generally more than 10 times that of the latter.

2. If there is no good selling point, more network promotions may be wasted. They all promote the so-called "virtual" popularity. (Since the product can be sold and publicized, why do we only choose to promote the virtual awareness ).

3. network marketing methods with mass grassroots thinking are more than 10 times better than pure white-collar thinking network marketing planning.

In addition, after the promotion, mainstream sports shoes in China took the initiative to cooperate with catwalk networks to achieve double growth between consumers and suppliers. In addition, in order to support Liu Xiang, he extended the activity originally intended to end on the 21st of the 88 yuan sports shoes to the 31st, pushing the promotion to another climax.