Why Didn'T Yang Liwei Wear Red Dragonflies?

In the war that many enterprises throw heavy gold to compete for the feast of space, how can the clothing enterprises that have relatively weak financial strength jump out into the hearts of the audience, and how to spend 1 million on "event marketing" can achieve 10 million effect. This is probably the most important problem for the red Dragonfly enterprises, such as the space marketing edge ball.

This seems to be a very interesting proposition.

Time should go back to "Shenwu" and return from space. Yang Liwei opened the hatch door and took the first step under the gaze of millions of people. Everyone held his breath to see what shoes he wore to go to space.

Mengniu suddenly jumped out of the picture and told everyone that it was "a special dairy product for Chinese astronauts". Although we all know that Yang Liwei could not drink that thing when he roam in space, Mengniu still made hundreds of millions of people think and remember the name.

Unfortunately, we think that Yang Liwei may have drunk the "Shenwu" on Mengniu, but he could not think that he probably wore a PEAK sneaker or red dragonfly's leather shoes to swim around the space.

Although these two brands have participated more or less in the event of "Shenzhou VI" and the "Chang'e 1" incident, they tried to gain market popularity by using this scarce resource. But in fact, the clothing brands that had participated in aerospace marketing did not release enough creativity to attract people's attention.

Flooded congratulatory ads

In October 24th, the Chang'e 1 lunar exploration satellite was successfully launched. The Chinese space industry, which had calmed for over a year, was once again activated in the hearts of the Chinese people. The lunar exploration will continue for 1 years.

And the advertising marketing war that Chinese enterprises take advantage of "space" is also going smoothly.

PEAK sports shoes were published in the first time by CCTV, Sina and the mainstream media in China.

At the same time, in CCTV's 1 set, 4 sets of news and the news channel Chang'e lunar special program, red dragonfly leather shoes and Wahaha, Vanward, Wuliangye and other industries 12 enterprises launched the "Chang'e lunar exploration" series of advertising programs, such as live theme sets, celebrating suits, guide prompts to watch suits.

It is understood that China's aerospace industry is divided into three categories: "partners", "sponsors" and "franchises". The China Aerospace foundation generally authorizes only one naming operator in one industry or field.

According to a Chinese space foundation, a person who did not want to be named, the threshold for cooperation with them is 3 million yuan per year.

At present, the clothing brands that cooperated with them are only PEAK and Bosideng. Some clothing companies also play the edge ball of aerospace marketing, such as putting in celebration advertisements and other ways to declare their internal relations with aerospace technology.

Relatively speaking, the latter way will be much lower in terms of cost.

"Space brand is a scarce brand, and its concern is quite high.

Most enterprises have obtained their own interests to varying degrees with this incident, but it depends on the quality of the enterprise itself and its overall operation mode.

The person told reporters.

According to statistics, the live broadcast began at 17 o'clock in October 24th, triggering a nationwide upsurge of ratings.

During the live broadcast period, the total share of CCTV's three channels participating in live broadcasting was 67.4% higher than usual.

Among them, the university degree of education, middle income managers, civil servants and other spectators pay more attention to the "Chang'e special program for the moon".

It is not hard to see that brand promotion at this time will achieve better results than usual.

However, this may be the wishful thinking of the enterprise. From the audience feedback from several random reporters interviewed "Chang'e special program for the moon", almost no one can remember those brands that have been put in congratulating advertisements or inserting advertisements.

"Ordinary congratulatory advertisements are often lost in the public and can't leave any impression on people."

Li Guangdou, China's ten leading planner and famous brand strategy expert, pointed out that gifts must be featured when guests are in full swing.

"When we cheered for Shenzhou six and pulled out a lot of money, the phenomenon of homogenization was very serious. A company just gave away the product and the other company was not to be outdone."

But what are the positive driving forces behind the group's marketing practices?

Market watchdog Cao Zengguang also raised his own doubts. "In order to speed up sales volume, this is understandable, but in the process of event marketing, we should carefully consider the conjunction between the event itself and the brand, rather than simply hang up the hat of event marketing to make a masterpiece."

Using hot spots to expand

When hot events happen, creative planning, news speculation and public relations are very important.

Li Guangdou believes that the essence of event marketing is to make use of hot topics and events to become famous for enterprises.

However, most of the hot spots are restricted by chance factors. SMEs are restricted by capital. When enterprises are imminent and have no potential to rely on, making hot spots is a train of thought.

In the history of international aerospace marketing, there is a classic case.

In March 2001, a food company named TacoBell set up a buoy outside the sea 15 kilometers away from the coast of Australia. The buoy was 144 square meters, with the purple bold font of the bull's eye and the "free corn coils".

It promised that the Russian "peace" space station would fall on the buoy when it crashed in March 23rd, and the company would give its American citizens a free gift of its production of corn coils, which would cost US $10 million.

At that time, space scientists predicted that the wreckage of the "peace" will fall between New Zealand and Chile, which is 6000 kilometers long and 200 kilometers wide.

So, during the fall of the "peace", millions of Americans shouted the name of the company in front of the television. Nevertheless, the debris falling from the "peace" still failed to hit the target. As a result, Americans lost an opportunity to eat corn rolls for free.

But the name of TacoBell has impressed the Americans.

TacoBel did not provide any sponsorship for NASA, but its effectiveness was even better than that of many companies that had fallen heavily.

This may provide inspiration for many domestic garment enterprises to offer marketing ideas.

In the reporter's understanding, the threshold of 3 million yuan a year really blocked some enterprises from outside the space marketing, especially clothing enterprises.

After all, clothing enterprises can not compare with other large enterprises in terms of financial strength, like Mengniu hundreds of millions of advertising investment, it can only let many garment enterprises look forward to it.

What's more, the investment of 3 million yuan is only to let the enterprise get the title of a "partner". If we want to really achieve the effect of publicity, we will probably spend more than N times the amount.

Therefore, experts suggest that we should take the fast track of space marketing. The tight money clothing enterprises must take the initiative to create new hot spots with the help of this hot event to attract eyeballs.

"The biggest advantage of event marketing is that it can give 1 million advertising cost to 10 million."

The expert thinks.

Post management for brand personality

However, if we think that event marketing is simply making a gimmick to attract the audience's eyes, it's a big mistake.

"After all, the impact of a single event is short-term, and it is a deposition process for a product from cognition to ultimately becoming a loyal customer."

He Hui, associate professor of public relations department, School of advertising, Communication University of China, pointed out: "this requires a continuous management after the event. It is necessary for enterprises to constantly remind them through various related information in the future activities, which will be forgotten by the people if they are not cooled down, and they will be forgotten before the event."

PEAK chose the highest form of cooperation in 2005 to become "Shenzhou VI" partner.

After the successful return of Shenzhou VI, PEAK launched a promotional campaign to buy one hundred yuan for one yuan. Consumers purchase PEAK products for one hundred yuan per consumption, and they can donate money from PEAK group to the aerospace industry by sending mobile or Unicom mobile phone messages.

At the same time, in many media across the country, PEAK began to launch advertising about "Shenzhou VI" cooperation.

As a continuation of integrated marketing, PEAK has also developed the "ares" seven generation series of sports shoes since then. The new products are said to have 21 technologies and 7 protection functions. PEAK is considered to be truly "aerospace quality".

PEAK's performance in space marketing is mixed.

PEAK's product positioning is at the professional and sports level. The brand connotation emphasizes the spirit of struggle and pcendence. This brand value is interlinked with the space spirit. From this point of view, PEAK's planning thinking is right.

But in the integrated marketing of the whole activity, PEAK seems to lack some heat.

Take the seven series of sports shoes of "ares" as the first time to appear in the propaganda after the launch of Shenzhou VI. After this series of promotion, although the words of aerospace partners have appeared many times, the impression that PEAK gives to people still stays at the simple level of sponsorship, which is of little help to the upgrading of its product grades.

In China's enterprises, there are two classic cases.

First, the legend of "Moutai wine deliberately breaks on the world exposition" circulated, which made Moutai wine become famous overnight because of its fragrance.

After many years, people can still remember, and as a positive example to read, a very important reason is the high integration of events and brands. And through continuous news publicity, the two events are described as the landmark events in the history of their brand development.

This is also a need for Chinese clothing enterprises to learn from event marketing.