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

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

Successful Olympic marketing Factor II: Siege for the next, Gongxinweishang.

The bare feet are not only not afraid, often can also overcome shoes. Since the introduction of the commercialization of the Olympic Games mechanism, accompanied by the successful holding of each Olympic Games, can always make some enterprises and brands with the Olympic power to obtain a huge boost. Interestingly, many of these brands are not accredited Olympic business partners or sponsors designated by BOCOG. Because of the prevalence of such phenomena, those in China known as "non-praise" non-Olympic partner enterprises, the Olympic Games can bring their own opportunities and development is not less than "Ozing."

One market, one dream. But the resources are limited, the official and Olympic related all kinds of highly exposed and show the Olympic resources are already famous. After hand cheers caper behind not only is extravagantly heroic, still need careful planning and consider how to enlarge resources; not hand early start to find the opportunity. The scramble for resources continues. So the Olympic Games appeared Wang Hao wearing anta shoes, a suit of Li Ning's t-shirt in the table tennis stand, and finally wearing Adidas award dress to embark on the podium scene, the audience has already confused clothes on the vagaries of the trademark. One side is "Ozing" resolutely against the hidden Olympic marketing to defend themselves have access to all kinds of rights and interests of the city, the other side is "not praise" one of the villains to give up the surface resources in order to capture the essence of the physical mind of the ball outsmart.

One attack, each home's attacking point is already different. Only by relying on resources to achieve a decisive victory, fully prepared, find the right angle, create opportunities, occupy the minds of consumers marketing can truly invincible, the so-called psychological. As a result of the resources of the sleepy, but a lot of "not praise" strategy of the psychological. Adidas, which is said to have defeated Li Ning and the same global brand of Nike with astronomical sponsorship fees, became the Chinese sports delegation's appearance and the prize special clothing, in addition to it is the Olympic Games global sports clothing partner, supposedly has obtained the Olympic Games biggest resources, has occupied the marketing the most advantageous resources, Only wait for the Olympic curtain opened after the downwards side Yiqiu. When the August 8 of the global attention of the night, Li Ning foot clouds in the light of the main torch lit the moment, not only made it is the Beijing Olympic Games marketing campaign of the biggest winner, but also completely proclaimed the Adidas all Olympic ideals disillusionment. In fact, before Li Ning lit the torch, the color gray of Adidas, which made the people look frustrated, had already shown ominous signs.

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is a professional malt. The brand logo and the Olympic Rings, China printed together is basically not big use. How many people can remember the Beijing Olympic Games pork and socks suppliers? Only with painstaking preparation, careful deduction, so that the hearts of the audience to identify the brand has the Olympic value-added. Some experts describe the advertisement of yanjing Beer, one of the three big beer sponsors of the Olympic Games: "The whole Olympic 16 days down, I saw yous led a group of girls dressed in Qipao restaurant waitress look at the" for the Beijing Olympics toast to the Olympic spirit. "The marketing expert thinks the ad has at least three flaws: one should not let yous a tough guy to drink to a bunch of waitresses, knowing that men are the world of beer (or at least the main battlefield)." When yous with a group of waitresses, the feeling is that the store's customers are gone (all go home to watch the game), only a group of boring girls left. The second is yous even shout three cheers of the voice strength soft cotton weak, let a person feel no victory of joy and excitement, the audience will feel like did not win the same, that also what cup? Third, the whole advertising is prosaic, basically there is no beauty to speak. Against its rival Snowflake Beer, to its network of Olympic video sponsorship advertising creative as an example, the surface of the picture there is no parrot, also did not shout what the Olympic Games, refueling, cheers, such as words, surrounded by the network video box around the Brave mountain background map, plus a bold "Yong Chuang Tianya" Whether you are watching the athletes on the podium after the tears or in the live for Liu Xiang's retreat, it is easy to resonate with the pursuit of the constant challenge, but also fully embodies the "faster, higher, stronger" Olympic spirit, Brand goodwill came alive.

The "Ozing" have a particular right: please popular, Hot sports star endorsement, which is naturally a focus on the public, the relevant brand of good resources, but it is not to do the star on everything, has always been the wind and the clouds are always changing, all possible, the star has the risk, the merchant when thin think. Liu Xiang in the event, the different brands in the response to the unexpected events of "the" to show the high and low level of psychological skills. Liu Xiang's return to the race was an accident, but the risk of celebrity endorsement was no accident. Yesterday Yili was still shouting from Liu Xiang "Have me, China strong!" "Today's Olympic Games have no Liu Xiang, so how is yili to deal with this" no Me "embarrassment? Smoking Liu's TV commercials is clearly not the best choice. Liu Xiang's endorsement of another brand, O ' Connell leather shoes, in his return on the day still on Sina homepage launched a huge full-screen advertising, Liu Xiang's heroic with the slogan "Dream is to come out," and advertising, the New Wave bar is: Liu Xiang unexpectedly retreat ... "I believe that that day from the O ' Connell ads to experience the irony and embarrassment of people not only me." But also by the endorsement of Liu Xiang but quick response, made adequate preparations. Soon we saw that let people sigh and head of the advertisement "love sports, even if he hurt your heart", so that the Nike Olympic marketing unscathed, but also take the opportunity to easily infected audiences.

Seven years in the blink of an eye, Olympic marketing How many things are paid in the market. Beijing Olympic Perfect Curtain call, the rise of China's adult ritual has finished, globalization marketing is really just the beginning, you and your brand what to do?

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