Master the way of homeopathy and seek the heart, deduce the peak Olympic marketing (on)

--From the marketing practice of Coca-Cola, Li Ning and Snowflake Beer, 37211.html "> Olympic Marketing

Beijing Olympic Games beyond the imagination of the magnificent opening ceremony is still in sight, we have begun a habitual inventory of the events of the Beijing Olympic Games and summed up, which naturally includes the seven years ago to determine the Olympic Games in China since the Chinese and multinational enterprises deploy, invested heavily in the Olympic marketing war.

And the Beijing Olympic Games itself to achieve a complete, dream round a bit different is: in this once-in-a-century marketing war in both heroes, Chibi decisive victory as the classic case of topic, there are "river Stone does not turn, hate lost Swallow wu" of the failure of the faint strokes.

As with all things, there are different reasons for mistakes (at this point the failure is slightly earlier), but the reason for success is probably the same.

One of the successful marketing factors of the Olympic Games: seek to move sometimes, homeopathy.

Participate in the Olympic Games in no time, launch the Olympic marketing also regardless of sooner or later, but early practice, Late late skills. Non-Olympic sponsor Mengniu is a typical head start, from 2008 still two years, the first shout out "Passion 08, now off." A series of large-scale land and sea promotion, in the Olympic Games marketing noise is still very small environment, so that most consumers formed a mindset: Mengniu is the Beijing Olympic Games exclusive milk sponsor, not yili. Also is not the Olympic sponsors of snow beer, early to the contrary, in the face of unprecedented domestic and international beer sponsor of the determined, to avoid its sharpness is "non-Olympic marketing." When 2008来 Pro, the peoples focus on the Olympic Games, Qingdao, Yanjing forced to do time side-by-shoulder advertising, snowflake beer but through careful planning to seize the commanding heights of all kinds of media, earn enough eyeballs to let opponents sober up, originally this is cop-out.

Shun the hearts of the people, the people who died, the Ministry of Politics, marketing so, Olympic marketing more so. But the Army impermanence, Water impermanence shape, can really find the brand in the era of continuous development and change in the context of the spirit of the Olympic Games and the fit point, to conform to the people's mental trends, to complement each other to explain their brand is not so easy.

Olympic Games or that Centennial Olympics, the main change is the Olympic flame in Beijing, China's nest in the burning 16 days and nights. In addition to the 08 from the beginning of the Olympic Games on the eve of the series of natural, political and social events so that we experience the "China" the word has not had the Hang Wai and feeling deeply. As a occasion, it seems that the enterprises who are familiar with the road of the same and extremely straightforward will be "China" and the Olympic Games, as a dissemination of the main landing point of the Olympic marketing. Milk is "Chinese cow!" ", sneakers are" my backbone made in China, "even the American hamburger is" I like China to win. "

Ears, it is not without. As an Olympic sponsor Tsingtao Beer "Passion Series" let people think not understand, imitation of foreign beer "passion" for many years, to the Olympic Games or continue to invest heavily in pure passion, how to see how it is not like this is our Beijing Olympic Games to carry out the Olympic marketing. It is expected to be too much to dress up as an international brand, ignoring the Earth people were shocked by the Beijing Olympic Opening ceremony, more representative of the internationalization of the Chinese elements. And after the Olympic Games infatuation does not change in this way farther and further, for example, too busy to spend a lot of money to sponsor the NBA "Transmission of Passion", it is obviously not grasp the most basic times pulse and large environmental trends, really worried that they will lose their own unique Chinese first-class brand temperament, become Sibuxiang brand. Super question Qingdao Beer whole marketing direction and train of thought.

Perhaps in sympathy with the Emmons consecutive in the Olympic shooting range of the tragic fate, but also by Bolt and Phelps of the heroic spirit of admiration, we can really understand the slogan of Beijing Olympic Games Why is: the same world, the same dream.

So when the Olympic giant walked the fireworks from Beijing city night sky toward the bird's Nest, the moment, our countrymen suddenly epiphany: The world is coming!

A second ago thinking about how to rise in the predicament of "China to resist" naturally changed into a big country with the bosom of all mankind to meet the common pursuit of progress and peace, "Beijing welcomes You".

People will also have a little regret is that not every enterprise is very accurate to foresee or understand the height of the change, accurately capture the changes in the national mood, the brand more of their own and the essence of the Olympic Games, moderate to the Chinese ethnic elements infiltration among them. Parrot, simple and one-sided by shouting China refueling to win the national brand goodwill, will let everyone remember you are beer or milk at the same time, feel you lack of points for both players applaud the great power style and big brand temperament.

Still admire Coca-Cola's Olympic marketing ideas and realistic performance. Full of Chinese elements at the same time, the experience of the world is not the same as kitsch, filled with festive smooth and embodies environmental protection and humanistic care, to obtain just the Olympic marketing recognition rate first well-deserved. Budweiser Beer of the dragon cans, snow beer paper-cut modeling trademarks in compliance with the people's mind, the Olympic spirit of the details, it should be commendable. China Merchants Bank PK. The reason for China's victory is a bit of luck, but "and" the word Garonglan is not a Chinese element internationalization and Oneworld concept overlay.

In addition to the pursuit of the brand to conform to the world of consumers in the mind, in the Olympic marketing communication should be good at grasping the development trend of media, the use of efficient media, especially high-speed growth of the new media to achieve low-cost, high returns spread. Countless examples of history tell us that each stage of the Olympic Games will lead to a new media revolution and development, every time the revolution and development of new media, always led a group of active and effective use of new media enterprises and brands of high-speed development.

With the successful hosting of the Beijing Olympic Games, the new media with great development is undoubtedly the Internet, especially the Internet video communication applications. Over the past 2 years in several major portals, around the Olympic network coverage rights of the dispute; on the eve of the Olympic Games, Chinese netizens achieved the same number of places in the world as the Chinese population; The first official large-scale Olympic video broadcast on the internet all well-known portal sites and a number of professional video platforms, Has foreshadowed the Beijing Olympics will be a true sense of the internet era of the Olympic Games. Under the general trend, the Olympic marketing companies to the internet basically also give some attention and use, but in the degree of understanding, skilled control of the Internet, the ability of the new media gap is obvious, the effect is naturally very different.

Coca-Cola Marketing on the network, presumably almost everyone has become its audience, from two years ago with the network Game of Warcraft Creative Cooperation, to this year's Olympic torch QQ transmission, icoke network integration and so on makes Coca-Cola become a model to control network marketing.

Continue to take the beer industry as an example, yanjing beer for many years has been the Internet media lack of due understanding and practice, although this time in the network of the Olympic Games marketing is basically a few years ago the competitors have abandoned the way: simply in a portal site and the Olympic channel in the name of the crown, paste a few contain trademarks and slogans of the picture Qingdao Beer has a few years of network promotion experience, but do not know what reason, this time in the Olympic Games network promotion of small and small, rarely revealed. In the network Olympic marketing, the two Olympic sponsors have given the spotlight to snowflake beer and won wide attention: during the Olympic Games, as long as you have been watching the Olympic video broadcast through the network, open any one of the Olympic network video broadcast, around the exciting video footage of all the "Snow Beer yong Chuang Tianya" the words and packaging; This is not counted, regardless of the first time you are through Sina, Sohu or QQ to get every news about the Olympic Games or gold medal situation, will be in conjunction with the Snow Beer Yong Chuang Tianya Word and logo appear together, become almost all netizens to the first contact point of the Olympic Games.

From the relevant Internet media and the Olympic Network video public data and snow beer terminal and channel situation and performance description, Snow beer Olympic Network promotion action is so big, speed so fast, judge so must be after a long time planning and careful arrangement.

Not finished, to be continued.