Asian Games Marketing can not ignore the network battlefield

If you do a survey, how many people know the opening time of the 2010 Guangzhou Asian Games, the results will be the organizers of the Guangzhou Asian Games to disappoint officials. To tell you the truth, I am also a surfer on the internet to know the opening time of the Asian Games is November 12, 2010. As an immigrant who has lived in Guangzhou for many years, at least I have not been able to feel the obvious former Asian atmosphere. How many people have heard of the Asian Games theme song "The Covenant of Guangzhou"? Asian Games mascot Le Yang sheep how many people know? Which Asian Games sponsors can let consumers remember their sponsorship status? How can the idea of "passionate event, harmonious Asia" accomplish a hollow slogan to a solid experience change? In particular, how to eliminate the world and its people to enjoy the 2008 Beijing Olympic Games after the feast of aesthetic fatigue, Guangzhou Asian Games will face a higher challenge than the Doha Asian Games.

2010, the Asian Games will also be two other heavyweight events and events of the limelight, June, the 19th FIFA World Cup, held May 1, 2010 to October 31 of the 184-day Shanghai Exposition. Since the Asian Games can not sing solo, how to compete with rivals secretly? In particular, the huge number of Asian Games sponsors, how to formulate marketing strategies, the use of which marketing channels to value back fares, but also the need for wisdom and courage.

Wang Old Ji to go to netizens

In fact, so far, the activities of the Asian Games have been initiated by the Government or the civil society. For example, the Silk Road to the "Asia Road", The Hundred actors sing "Guangzhou's covenant", 2010 people as the Asian Games Messenger, Asian Games stewardess recruitment and so on, but in addition to the superficial news of the draft, can not form enough of the topic and continuous communication force , even all of the marketing activities add up, are not comparable to a "green dam" to the national Internet users bring the shock and topic space. In my opinion, one of the most important reasons is that the organizers of the activities ignore this is a network era, or stay in the one-way transmission of traditional marketing thinking. And in the Marketing 2.0 times, by social media and Platform launched and carried out marketing activities, has repeatedly built expressed.

Wang Lao Ji is in recent years through Network marketing quickly put a common filling beverage packaging into "China's first pot" typical case. Among them, the plan has the viral Transmission Power Network topic, is Wang Old auspicious marketing team and the Public Relations Service team commonly used method. As early as "Ban Wang Lao Ji" before, Wang Old Ji and Tianya deep cooperation, open "China's first irrigation" plate, the "China's first pot" brand image cleverly implanted, the purpose is in the eyes of consumers to establish Wang Lao Ji for China's first canned beverages (not just herbal tea drinks) of the cognition, directly challenge the status of the beverage giants two music. "Ban Wang Lao Ji" is the use of the grid and the power of the network, the Chinese netizens patriotic feelings and compatriots deep rendering to the extreme. This classic event marketing, its significance is not to pull the number of terminal sales, but to establish the King Old Kat brand very positive and positive image, it is even easy to let consumers associate with the backbone of China, Chinese pride and other big words, this is the other beverage brands can not reach the height. In such a strong brand potential energy, the rapid expansion of market share is entirely in line with commercial logic.

It can be foreseen that Wanglaoji, a senior partner of the 2010 Guangzhou Asian Games, must pay more attention to cyber battlefield. This year before the Spring festival Wang old Givin push advertising film "Auspicious Time drink King Old Ji", began to try to downplay the "fire" function demands, and highlight the emotional appeal of occasions. I think that the old king of this advertisement is not only the occasional, but also for the 2010 Asian Games marketing advance layout. The Chinese team picked gold again, "Auspicious time drink King old Ji"! Very natural emotional guidance.

In addition, because Wanglaoji has always been the main "fear of fire, drink King old ji" positioning ads, so the launch of new ads on the network also attracted a lot of discussion and advertising video of the virus spread, which is more than a single television transmission is undoubtedly more breadth and depth.

But the water can carry a boat and it will overturn. This May's "add door" incident also let the King of Old Kat became a hot topic, because just experienced melamine and Mongolia Newteron Soviet events, the network and media on the incident of Prunella maintained a high degree of concern, Wang Old Kat brand face the danger of a night of collapse. Fortunately Wang Old Kat marketing team is familiar with the road of network communication, quickly through authoritative departments to clarify, using the network to publish a large number of positive information and other means to resolve this serious crisis.

I believe that wanglaoji, accustomed to using the Internet to communicate with consumers, will have more action in the coming Asian Games, because Wang Lao-ji, who represents Lingnan culture and Chinese culture, is more local and international than other sponsoring brands. If there is no accident, the king of the next year should be in the cultural marketing and event marketing more daring to try, "sports set up Taiwan, the Internet Opera", more interaction and topic, may let the King old Kat when the fire.

Asian Games Marketing can be more grassroots, more entertainment

Bbs,sns,twitter (micro-blog), IM, group, wireless communication and other social media tools of the prevalence of the announcement of social media marketing era has come. But I prefer to use the Word Marketing 2.0, because social media is just one of the tools of communication, more traditional media and channels are still the mainstream carrier. and the integration of traditional media and social media and other means of communication marketing activities, the important feature is not to abandon the traditional access, but also do not exclude the new rise of the network and wireless channels, but its marketing thinking and organization has undergone important changes, That is no longer the marketing 1.0 times wishful thinking of the one-way transmission, but more emphasis on interaction with consumers, pay more attention to listen to the voice of consumers. Therefore, the network has become an indispensable important channel in the enterprise marketing activities.

To take the great Asian Games of the Silk Road, even I like this every day in the online it practitioners, but also to check the information to know that there is such an activity, can be seen its official how strong, and the network is natural to have the characteristics of the anti-official, so "Green dam" has quickly become the latest network of popular vocabulary. In fact, the theme of the Asian road can be done in a more civil and topical way. For example, the organizers can be online auditions 10 with the spirit of exploration and cultural heritage of beauty as the new Silk Road image spokesperson, can plan "Asia Road" network transmission activities ... Many companies such as TCL, Guangzhou Auto are also involved in the event, but unfortunately, they did not tell the consumer what is worth promoting. In fact, a single "wide-width true princess" ship has a strong topic.

Asian Games Marketing can be done more grassroots, more entertainment. For example, Guangzhou changqing Water Park recently held the "Miss Bikini Contest" for the Asian Games to cheer the banner, to find 1290 Chinese and foreign women dressed in a bikini composed of "2010" of the words, broke the Guinness record. Such entertainment marketing is not only enough participation, but also to earn enough media and network eyeballs, on the long water park, "Health, Joy, sports" image of the establishment played a good role. It is estimated that with the advent of the Asian Games, has always attached importance to public relations activities and entertainment marketing of the long group will play the Asian Games, if the plan is excellent, perhaps its marketing effect is no less than those who spend heavily bought sponsorship identity enterprises.

Last year's Olympic year, so that "Beijing welcomes You" this song is red all over China, then, "Guangzhou's Rio" can also be sung on the street? In addition to whether the song itself has the popular element, the marketing means is also very important. "Beijing welcomes You" invite many singers to sing, itself is a topic marketing strategy. and "Guangzhou's Covenant" Choice by the unknown Super Girl Huling singing, a little grassroots taste, but the atmosphere is insufficient. As the grassroots in the end, the public on the network to solicit various versions of various languages of the "Guangzhou Covenant" MV, and finally let the user vote with the mouse, choose the best version. Whether it will eventually be adopted by the authorities is no longer important.

If the Beijing Olympic Games represents a solemn, atmospheric and national Honor, then the Guangzhou Asian Games should be an excellent opportunity for urban marketing, Guangzhou's food culture, Lingnan culture and open diversity and inclusive grass-roots temperament should be vigorously advocated. Xi Guan Big House, ride building, Yue song, Zhujiang, etc., will be to attract Chinese and foreign visitors of the distinctive character of cultural symbols. If the Beijing Olympic Games is a ladylike, Guangzhou Asian Games may wish to do a Jasper, only take the differentiated route to avoid the Olympic Games brought about by the aesthetic fatigue, to the national and Asian people to bring a unique flavor side dishes.

And for next year's competition in the World Cup and the World Expo, the smartest way is occasion win, can fully the Asian Games and their packaging into the "2010 world can not miss the three grand event", in this context to design enterprises and cities marketing plan, that is, can skillfully circumstance, sneak.

Since it is a passionate event, let us take entertainment and sports together to the end, the complete release of the unique characteristics of Canton and temperament. And all the marketing activities of the Asian Games, do not forget to create networks and social hotspots at any time 300 million of netizens, because this is a time when everyone can speak.