Marketing needs to hit the heart

In the interaction between people, from acquaintance to cherish, is based on common ideas and values. Brand also, consumer contact with a brand, to their brand to produce goodwill, the formation of faith, it is necessary to provide a brand of consumer identity concept, value, so that consumers can get a spiritual satisfaction.

As far as sports marketing is concerned, the real meaning of sports is to create happiness for people and bring spiritual excitement. Therefore, only interactive marketing, which has a spiritual resonance with the audience, can be called effective.

At the beginning of 2009, Sina and Kobe exclusive cooperation, for its personal Chinese official website, will be formally introduced to the Chinese market Kobe Bryant. Whether it's the "China Wind" grand http://www.aliyun.com/zixun/aggregation/10527.html at the beginning of Los Angeles > press conference, or Kobe Bryant's Chinese internet New Year video , whether it is the network to recruit Bryant in the Civil Service Network logo, or the use of "Kobe focus on Li Anqiang events" to establish a positive image of Kobe Bryant; until the NBA Finals during the launch of the "Kobe Bryant's big disciples of basketball game", no one does not reflect Sina marketing team behind the logistics capabilities.

Such a series of just right and continuous flow of marketing behavior, not simply due to luck or coincidence, Sina's "Integrated marketing" understanding and grasp is the key to the proposition. Sina in the implementation of sports marketing strategy, in advance according to the change of the target consumer group behavior pattern, has made the moderate adjustment: On the one hand, the sports marketing main battlefield transfers to the Internet, chooses has the aggregation strength and the high stickiness strong communication platform as the basic point; on the other hand, the "relationship stakeholder" is involved , let the audience naturally change into the protagonist of the marketing activities, in imperceptible perception of the brand. "2009 Green Program--Kobe Bryant's big disciples of the basketball Tournament" since its inception swept the country's 44 colleges and universities, a total of 3369 teams more than 13,500 people entered the contest, directly affecting the number of more than 600,000. "Kobe Spirit" direct to people Ge Jingdong Sina Marketing Center and the general manager of East China branch of the invisible hand, will "Kobe in the Civil Service network" to create a Kobe Bryant's "China House", causing Chinese fans and netizens greatly resonate.

In the 2010 World Cup, Sina in-depth excavation of different audiences for the enterprise's marketing value, better help enterprises to carry out brand communication and product promotion, and target consumers for in-depth communication, maintenance of consumer relations.

In the Web1.0 era, the change of information channel let people go to work the first thing from open newspaper turned to open Sina. In the Web2.0 era, the changes in Internet properties to make the behavior of netizens more social, watching the World Cup by the original friends and relatives sitting around a TV watching and chatting, become a stranger through different TV with a micro-bo side of the review.

On Sina Weibo, the number of World Cup-related micro-blogs amounted to 43 million, and North Korea's striker Jong-tae became the first Super sports star to be popular from Weibo. It is worth mentioning that, within 2 hours of the High-profile war, the number of Sina Weibo has exceeded 3 million, the highest since the World Cup, with a peak of 3,000 per second. Sina Weibo was founded less than a year ago, and the peak of Weibo per second reached more than 50% of Twitter in the World Cup, the Xinhua news agency said. Weibo has become the "thermometer" of Internet users ' emotions in this World Cup report, with the situation in the field of crazy, mad, epilepsy, anger, sadness, music, all in the microblog. This kind of dapper, relaxed and casual expression is especially suitable for fans to express their feelings at any time.

In short, if the enterprise, brand and the audience can not have emotional resonance, even in the game venue of the lawn covered with corporate logo, also can not bring any effect. From this point of view, rather than work hard for the company to design a fine image, as a grassroots, civilian way to narrow the distance and consumers. And this is the issue that Sina wants to discuss with advertisers.