Seven Secret Weapons Of Event Marketing In Footwear Industry

As Ai Chis said, public relations first.

The so-called event refers to the focus that can arouse the attention of the public, the topic and topic of public concern, and the so-called event marketing, that is, the enterprise uses the social concentration of these events to link itself and events, so as to achieve the goal of enhancing the corporate image and selling products when media reports and consumer involvement.

Enterprises can take part in the topic of public concern and bring themselves into the center of the topic, thus attracting the attention of the media and the public.

"Event marketing" as the 42 brand of clothing brand marketing tool, its applicable object can be limited strength of the two or three line brand, also can be strong first-line brand.

This article enumerates several common event marketing tools, and discusses the principles and methods of implementing event marketing.

Weapon 1: "star effect"

The use of stars as brand spokesmen has become commonplace in the industry, but only by making full use of the news effects brought by stars can it be counted as real event marketing.

"The injured Liu Xiang incident has touched the hearts of millions of people. With the approaching of the Olympic Games, with the success of Liu Xiang, the main rival Robles, the public's attention to Liu Xiang has reached its peak.

08, 07, 22, and 22, the news of "Xiang's team can save 0.02 seconds for Liu Xiang to build a new Robe" attracted a lot of attention, and sparked widespread discussion among netizens.

In fact, as early as a few months ago, about Nike

Swift

Suit's new sportswear report has been reported in the country. At this time, the old story was mentioned again. It is obvious that Nike made a very successful event marketing with the focus of mass media.

In this news release, Nike introduces in detail the technological content and many advantages of the new product, as well as the help it may bring to Liu Xiang's performance.

Through this event marketing, NIKE has effectively enhanced the image of high-end professional sports brand in the eyes of consumers.

In 2007, when Metersbonwe Shanghai Nanjing East Road flagship store opened, Jay Chou and Angela Chang, as Metersbonwe's fashion consultant, attended the opening ceremony, and talked about their dressing experience at the opening scene and the audience.

Thousands of fans crowded the Nanjing East Road, and the voice of "JAY" and "Angela" came one after another.

Metersbonwe has made full use of the star's popularity to expand its influence on the opening of the 9000 square meter Shanghai flagship store.

In addition, Metersbonwe has shifted the influence of Jay Chou, Angela Chang and Willber Pan from the offline to the online.

In the company's website, the virtual images of the three stars provide virtual consultancy services to customers who choose online clothing.

Weapon two: "event sponsorship"

Clothing companies enhance their image by sponsoring competitions and relying on the public influence of the focus events themselves.

The "underwear China Model Contest" is sponsored by the "2007 China underwear model competition". It is directly sponsored by the Chinese professional model competition and is directly involved in the operation of the event. As the image spokesperson of many professional model contest champions, the sponsorship of these events has directly promoted the brand image.

In addition to directly sponsoring clothing and fashion competitions, there are many events for clothing companies to choose.

For example, Bosideng sponsored the 2007 Chinese college student Advertising Arts Festival Awards, which lasted for half a year, and held a grand ceremony in 2008 and May at the grand center of CCTV.

A total of 20300 entries from 500 universities across the country participated in the competition.

Bosideng, as one of the proposition enterprises, has provided a good platform for college students to learn and exercise, and has achieved good social benefits.

Bosideng has acquired a lot of creative original design works at the same time, and at the very low cost, it has obtained the depth and positive brand communication in the target audience of hundreds of thousands of college students.

During the period from May 2007 to September, Chinleck held the "Chinleck Cup" China's urban fitness long distance Gold Grand Prix in 5 major cities of Chengdu, Guangzhou, Xi'an, Hangzhou and Wuhan, which attracted the attention of businessmen, the masses and the media. The event matches the characteristics of Chinleck's sports brand, and its brand influence has been greatly improved locally.

Weapon three: "public welfare marketing"

In addition to the usual donations and voluntary services, corporate public welfare activities can be varied.

However, it can only be called public welfare marketing if it has gained widespread attention and recognized public welfare behavior.

Through investing in social problems and public welfare undertakings, enterprises invest in public welfare undertakings.

The incidental publicity brought about is more acceptable than the simple advertisement, and is more conducive to setting up the corporate image and realizing the value-added effect of media publicity.

Nadong clothing often uses advertisements to explain the war, environmental protection, race and AIDS that people are now paying attention to, which makes advertisements content become a hot topic of public debate. Public service ads itself has become an event with public influence. This has established a good reputation for the brand and has brought an idea in people's subconscious: the topic of concern is the height of the brand.

In May 26th, after the launching of donation activities by the Beijing paramount company to the China Youth Development Foundation "Hope Project Happy Sports Park", in July 20th, the company launched more large-scale public welfare bazaars in conjunction with more than 30 key shopping malls in Beijing.

All the proceeds from the bazaar will be donated to the China Youth Foundation and the China hearing medicine development foundation.

The campaign also achieved good social benefits and brand communication benefits.

Since 2005, JEANSWEST has set up a JEANSWEST student aid fund. It has launched activities to subsidize family poverty in Colleges and universities in Beijing, Shanghai, Wuhan and other places. At the same time, the aided college students have organized work study programs and social practice activities: organized students to participate in social practice and work study programs in JEANSWEST stores, and paired off with the children of migrant workers who are subsidized by the hope project in their cities.

In 2007, JEANSWEST launched the "love posts to help thousands of students go to university" activities, providing opportunities for all the stores in the country to enter the University, and enable them to work hard before entering the school gate.

These forms of public welfare are more obvious than those of direct donations and scholarships, and are more conducive to the in-depth and lasting dissemination of JEANSWEST brand.

Weapon four: "making focus"

For small businesses to pry the public's attention, the way of events must be more unusual.

In 2007, a clothing company in Nanchang advertised the Confucius and Laozi, who used the ancient bun as their suit models.

This behavior has aroused widespread public concern and evaluation, gained a high reputation in a very short time, but has also attracted widespread criticism.

Coincidentally, a Shanghai lingerie brand takes up word games, turning a good slogan "perfect woman" into a "beautiful woman", with the intention of creating news effects and taking the opportunity to start branding.

In the end, it was indeed a sensational news effect. However, contrary to what happened, the event marketing did not bring any pull on sales, but drew the punishment of the relevant departments in Shanghai and lost about 200000.

Heng Yuan Xiang's twelve zodiac advertisements, through the 1 minute TV advertisements, have been still in the picture composed of the logo of the Beijing Olympic Games and the Heng Yuan Xiang brand. The voice over has been read from Heng Yuan Xiang, Beijing Olympic sponsor, rat mouse, to "Heng Yuan Xiang, Beijing Olympic sponsor, pig and pig". The 12 Chinese zodiac animals have read the * * * in a simple tone, and repeat 12 times.

In extreme ways, the audience can remember the identity of the brand and Olympic sponsor.

Heng Yuan Xiang, who would rather be scolded or forgotten, has played an important role in marketing this time.

There is no doubt that Heng Yuan Xiang has achieved the goal of getting high attention at a low cost, but it remains to be seen whether the advertisement will eventually bring long-term adverse effects on the brand.

If a small brand is in a helplessness, and there are some unconventional ways to carry out self promotion, there are still some reasons for it.

"Big trees attract the wind", and big enterprises are more likely to become targets of media and public attacks.

When making the focus of public opinion, garment enterprises must pay attention to ignoring the brand and reputation.

Weapon five: "crisis management"

Danger often implies opportunities.

When enterprises deal with crises properly and timely, they can get the widespread and in-depth positive dissemination of brands.

Many sensitive topics such as "privatization of state-owned assets", "3000 stores selling grain" and "more than 20000 employees' livelihood" frequently appeared on the front pages of major media. The double star and southwest double star events in 2008 attracted a lot of attention from the public and the media.

During this period, the southwest double star always appeared as a victim. Almost all the reports and comments went to the Southwest Company.

Under the constant media coverage, double star events have become a big talk for people.

At this time, the employees and agents of the double star and the vast number of consumers are eager to know the next plan of the southwest double star.

Southwest double star executives took advantage of Ji'nan's strong launch of the "Star" brand in April 18th, and the original "Southwest double star" banner of all the "special star company".

And with high quality products and very high-profile appearances, it will continue to report a month of slack media focus again.

In April 23rd, special star held a "new product launch conference" in Chengdu, and announced that the headquarters of Chengdu will become the designated supplier of the ten National Games. The supplier of Sichuan youth football team also proposed that Sichuan will be the only local sports brand. The meeting will be held gradually in Chongqing, Kunming and Guiyang.

A crisis event provided a valuable opportunity for the listing of special star.

From the point of view of brand communication, special star became the biggest winner of this double star crisis.

Weapon six: "sports marketing"

2008 the Olympic year has greatly enhanced people's attention to sports, and also brought great opportunities for sports marketing of garment enterprises.

In January 2005, through bidding, Adidas won the sponsorship of the 2008 Olympic Games with a huge sum of 1 billion 300 million yuan. Lining did not give up the opportunity of Olympic marketing after losing the Olympic sponsorship.

Instead, it signed a contract with CCTV sports channel quickly, so that the host of the channel and all the reporters must wear the clothes of Lining logo in 2008.

From then on, the audience can see the shining Lining logo on the front of the CCTV host and reporters as long as they watch the Olympic Channel.

In addition, Lining did not give up the advance of ground troops.

In March 22, 2008, the "Lining 2008 China Tour" was launched, and two Olympic caravans started from Beijing. In the next 9 months, more than 80 cities and small cities including Sanya, Dali, Weifang and Yanan will be traveling over 40 thousand kilometers. The Olympic spirit, Olympic champions and Lining culture will come into people's vision.

Through these measures, the Lining brand successfully connects with the Olympic concept. Wherever they go, they all set off the "Olympic zero distance" craze.

This event will spread the Olympic spirit and provide more opportunities for people to get closer to the Olympic Games, so that the Olympic heroes who have won glory for the country in the arena and the civilian heroes who stand out from the scene face to face.

And the cities chosen by Lining are basically two or three line cities, which are also the main selling areas of Lining.

By launching the national fitness program, the distance between Lining and target customers has been effectively narrowed.

Lining is well versed in the traditional Chinese Taiji way, which makes the sports marketing most effective.

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Weapon seven: Event Integration

The ultimate event marketing communication mode is the effective integration and dissemination of various focal events.

Through various borrowing and developing methods, the brand has always been placed in high attention and high reputation.

Kappa has sponsored the "I want to go to school" large-scale public welfare activities.

"I want to go to school" is the Central People's Broadcasting Station Music.

The voice of Radio launched a large-scale public welfare event.

The event takes place once a year. From November to December, 2 star actors from three places across the Strait participated in the "love hand in hand" tour of Beijing, Shenyang, Taiyuan, Tianjin, Shenzhen and Shanghai, which were strongly sponsored by Kappa. They used their songs to collect love money for their children who had dropped out of school, and helped them return to campus at an early date.

On the day of the activity, Kappa announced that all the proceeds from the charity sale were donated to the Chinese children's foundation to help those children who had dropped out of school because of poverty.

On the day of the event, 183Club, a super idol idol group from China's Taiwan, appeared in Kappa store and participated in the Beijing charity sale of "I want to go to school".

In response to some Internet related posts about Kappa products sold in Italy, Tibet has responded quickly, declaring that the product is not designed, produced or sold by China trend (Group) Limited.

And promptly communicated and negotiated with Italy, insisting that Italy BASICNET immediately halt the sale of this product in the network and foreign stores, and eventually made Italian company delete the product from its website.

And launched in mid May.

"I love China" series of clothing, with practical action to support the Beijing Olympic Games.

At the same time, a number of stores in the mainland have been linked with publicity and support for the Olympic Games, China's refueling and other contents.

KAPPA dealt with a sudden crisis in a variety of ways in a timely and effective manner.

Kappa does not adopt the high cost and high risk promotion mode of TV commercials, but implements the sponsorship strategy of "sports entertainment and entertainment movement" rather than a high cost professional sports sponsorship route like Nike.

In the 2006 World Cup, Huang Gexuan, Huang Jianxiang, Jinggang Mountain and other fashion and sports groups with the right to speak were sent to Germany to watch the ball. They were asked to wear Kappa costumes, comment on football on TV, and discuss fashionable topics.

The sponsorship of the Olympic helmsman salt competition and the Chinese 49 - class sailing team reflect the unique brand strategy - mobility and fashion.

Kappa and LYCRA jointly organized the fashion lovers' tour in Hangzhou, Shenzhen, Wuhan and Dalian.

On the day of activities, good men Wei Bin, Zhang Xiaochen and Wu Diwen, as judges and award guests, came to the scene and gave their best help.

The dynamic hot dance, sexy and fashionable Kappa show show, staged a Kappa sports fashion show, let the audience shout, but also let them deeply understand the Kappa movement, fashion brand characteristics.

Kappa sponsors 2006 fashion gentleman selection, bazaar fashion Charity Night activities, CCTV model competition, and a number of bands and singers, etc., showing the brand personality of Kappa sports, fashion, sexy and taste from different angles, showing unique charm and charm in the fashion field.

We choose to sponsor stars such as diving champion Dylan Kuo and Tian Liang, who are in sports and entertainment circles. They wear Kappa clothes with obvious signs when attending various activities.

With the help of integrated event marketing tools, China's trend of Kappa ownership and management in mainland China and Macao has increased by 139.4% in 2007, and its market value exceeds Lining in one go.

Conclusion:

Although different types of brands have different purposes and emphases when they use event marketing to publicize their brand awareness, recognition and reputation, they must follow some common principles:

1) consistency under established strategic guidelines.

Event marketing is not a simple operation, but rather a long-term and coherent enterprise communication tool.

The necklace theory holds that events are like beautiful pearls that need to be linked together in chains to become attractive necklaces. This chain is the business strategy.

2) originality.

The Mengniu was successful in sponsoring the super girl in 2005, and the PEAK sneakers did not catch up with the "Shenzhou 6" in 2006.

3) consistency.

Events in event marketing need to be consistent with brand image and brand personality to maximize effectiveness.

4) insurmountable legal and social moral bottom line.

5) we need to raise the status of network media to a strategic level.

Chinese netizens with a total population of more than 200 million have more and more powerful voice in social activities.

Every fighter is right, with Clipsal.

Therefore, those who are good and strange are infinitely like the earth, and they are as dry as rivers.

In modern commercial competition, advertising is becoming more and more a soldier to fight, and event marketing often plays the role of a surprise soldier.

In the post Olympic era, Chinese clothing enterprises still have "things" to do.