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Kate Children'S Shoes "Steal Fragrance" Into A Cup (1)

2010/7/24 14:19:00 75

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Editor's note: in today's increasingly intense

market competition

With the increasing homogenization of environment and products, all kinds of commercial advertising and other promotional means are hot, but there are also a lot of excess propaganda rubbish. Consumers are beginning to become numb or even resentful.

Under such circumstances, the advantage of event marketing is becoming increasingly apparent.

The so-called event marketing is in

Marketing

With the help of existing events, or through self planning events, we should be keen to catch the focus of public attention and creatively butt joint, so as to achieve the purpose of marketing.

Compared with other communication activities, event marketing can create powerful influence in the shortest time with the fastest speed, so it is praised by many famous enterprises in the world.

As the pioneer of brand promotion and dissemination, it has become more and more popular in recent years, and is becoming a quite popular and effective marketing tool.

However, as everything has two sides, the event marketing itself is like a "double-edged sword". Successful event marketing can make the enterprise get the multiplier effect quickly, but the failed event marketing may also achieve little effect.

Phenomenon: two contrasting examples

In the successful event marketing activities, the most classic case is the case of "ban Wang Lao Ji".

In May 18, 2008, CCTV gave a donation of $one hundred million to the earthquake stricken area on CCTV's disaster relief gala for the Wenchuan earthquake in Sichuan. This is the total profit of Wang Laoji enterprise last year, and people can not help but applaud Wang Laoji's big donation for disaster relief.

However, since May 19th, a post titled "let Wang Laoji disappear from China's shelves!" has begun to heat up in many web forums, blogs and other cyberspace.

The Post said: "in order to control this arrogant enterprise, Wang Laoji, who buys the supermarket, buys a can on the top."

The "anti Wang Laoji" initiative, which has been spread over almost all the well-known community websites and forums, has rapidly promoted Wang Laoji's influence, popularity and reputation.

Subsequently, Wang Laoji broke news of the sale of goods in the market in the cyberspace, one wave higher than one wave, "ban Wang Laoji" actually is to help Wang Laoji sell more products.

Undoubtedly, from the point of view of event marketing, this marketing behavior is very successful.

However, in the event

Marketing

There are also many examples of failure.

Recently, a report on a website put the Kate (Fujian) children's products Co., Ltd. (hereinafter referred to as "Kate children's shoes") in the Jiangnan high salary technology park in Quanzhou (hereinafter referred to as "Kate children's shoes") onto the cusp.

The report said that Kate children's shoes issued a large number of promotional materials for World Expo's franchise to retailers, which was unveiled by Shanghai World Expo franchise office (hereinafter referred to as "Expo franchise") as a marketing fraud.

Not long ago, Kate's children's shoes showed the relevant materials to reporters, proving that they were third party manufacturers of licensed products in World Expo, Shanghai.

As for whether the company infringes on the trademark of World Expo, the person in charge did not make a positive statement, indicating that the retailer might misread the advertisement of the company before he would advertise with the infringement poster.

In view of this storm, Ge Yongli, general manager of an institution engaged in intellectual property research and Practice for a long time, believes that the World Expo special logo is of great help to enhance the popularity of the brand, so many enterprises do everything possible to "close", and even risk the risk of breaking the law.

In this case, kart children's shoes are third party manufacturing enterprises.

"We must clearly distinguish the difference between authorized production and authorized retail. If only production authorization is granted, neither subcontract nor sales can be made. Even any World Expo logo outside the licensed products is prohibited, such as advertising or posters.

If the relevant reports are true, Kate children's shoes will be suspected of changing the concept.

Reasons: differences in grasp of "three elements"

It's also an event marketing. Why is there such a big contrast?