Create A New Emotional Marketing Model Of Sports Brand

On January 15, 2007, 361 ° and Coca Cola, Haier, Nokia, Sony and other international well-known brands stood on the stage of "influencing China 2006 Tencent network grand ceremony", and won the "China's annual Creative Marketing Award" into the bag, becoming a black horse of the award ceremony. Since 2005, 361 ° has been seeking leaping breakthrough development and has become the most respected Chinese sports brand after Anta. And 361 ° high, qq send you congratulations! Christmas and new year's day brand promotion activities can be said to be a new breakthrough in the promotion history of domestic sports brands. It breaks the traditional simple sales promotion of enterprises, such as buying gifts and discounts, and turns to a comprehensive three-dimensional innovation mode of public relations events, media momentum, ground response and terminal support. It truly realizes the transformation and upgrading from product dumping to brand promotion, and creates a new world of domestic brand promotion. With the development of brand promotion, brand promotion is becoming more and more embarrassing. Today's sales promotion, as a sharp tool for brand sales, has long lost its former glory. Only relying on "one fresh, eat all over the world" and "Qiduo Zhengduo" to win the terminal + advertising + promotion has passed. Today, all of them are "conventional weapons". Every holiday, no matter in the streets or shopping malls, every poster shows a bloody battle of sales promotion. 50% off, 30% off, buy one get one free, buy one get three words, the intensity can be seen in general. According to the industry insiders, promotion is like a double-edged sword. If you don't promote sales, you can't wait for it to die. Promotion should have played a role in boosting sales, stabilizing consumers and preventing them from losing. However, in reality, promotion has made operators fall into a vicious circle of promotion dependence. Although the promotion means and forms of various brands are constantly renovated, they are all changing soup without changing clothes. It can be said that everyone is doing promotion, but it is even more difficult to do a good job in promotion! Survival from death, the Enlightenment of big brand promotion -- big events, big selling points, vigorously spending Christmas and new year's Day is approaching. For young people, this has become a must-have Festival, and their preference for this festival is even higher than that of May Day and national day. Therefore, the vast majority of businesses are in promotional activities, for a sports brand, promotion is essential. So how can 361 ° stand out from the vast tide of promotion and communication, and effectively occupy the opponent's share, this is the focus of our thinking! Looking at any successful promotion idea, we find that whether it is the strategic alliance between China Mobile's dynamic zone and McDonald's, or the carnival held by world of Warcraft and Jiucheng in Shanghai, or These successful promotions are all for the purpose of brand and attached to the hot events or hot events made by enterprises at that time. That is, while creating hot events and hot topics, we should seize the good impression of the public on the enterprise and strike while the iron is hot. "Make full use of media promotion, and create good opportunities for brand communication and sales. They all make full use of PR events and media integration, and their significance lies in indirectly serving sales and indirectly serving brands. It is obvious that these new ways of promotion have specific common ground for the promotion of consumers. We call them the three essential elements of modern successful promotion: big events, big selling points and great strength. First, big events: sales promotion means linked with well-known hot events. Big events are the focus of everyone's attention, and everyone wants to witness or experience such a grand event. For example, the Olympic Games and the world cup once every four years. Second, big selling points: by setting up attractive awards, adopting greater gift support, higher probability of winning awards and more attractive discounts, consumers can have a strong attraction to the activities, and can form oral communication, which has a certain topic. Third, great strength: promotion is based on the conventional promotion, aiming at the promotion methods of competitors, through strong media publicity and deep and effective implementation of enterprises, to crack down on the promotion effectiveness of competitors, so as to seize more market share. What kind of events can attract consumers' attention? In order to find the carrier of promotion activities, we conduct in-depth research on the target consumer groups. As a sports brand, teenagers have always been the main force of sports goods consumption. In our research on Teenagers' consumption psychology, we find that most teenagers are not the so-called "kangaroo babies". They advocate personality, desire to be independent earlier, have the right to pursue ideals freely, and have strong desire to participate in social practice. However, with the increasing number of only children and parents' over protection of children, it is difficult for young people to express and understand these wishes and ideas. We believe that if 361 ° is to become the first brand in the minds of young people, we must speak for them and for the younger generation. After a large number of investigations and studies, we found that there has been a traditional rite of adulthood of "twenty weak crowns, fifteen and hairpins" since ancient times in China, in order to clarify the social status of young people. In western society, "rite of passage" is an important landmark in his life and a symbol of one's independence. As adults, they have absolute freedom to pursue their dreams and have the right to decide their own lives. It is not only a kind of festival, but also a kind of festival for young people. On the contrary, the Chinese youth "bar mitzvah" is in vain now, so our creativity has come into being. We decided to give teenagers a special bar mitzvah at Christmas. To the Chinese youth: "I have my own ideas, we also want to freely pursue the rights of their dreams!" As a result, our promotional activities have the carrier of events, from simple sales promotion to helping young people realize independent life, awaken young people to shoulder the sense of social responsibility, and let the contemporary youth accelerate their growth in the most relaxed and happy environment. So what kind of a bar mitzvah? We decided to give 100 teenagers 100 dream acceleration, let the young people open QQ, to pursue their dreams, brave to be themselves! Congratulations on high QQ! Christmas and new year's day brand promotion was born! Marketing must be twice as effective as the potential. We think that the publicity in the early stage of the promotion activities should be like building dams to store water. The higher the dam is, the more water is stored, the greater the accumulated energy and the stronger the explosive force. To do activities, we must first accumulate sufficient potential energy in order to effectively break out. This kind of potential energy can be understood as the consumer's potential consumption desire accumulated by advertisement, the higher the consumption desire is. In order to accumulate "potential energy" in the early stage of the activity, enterprises should integrate what resources, use public relations, advertising, terminals and other means to carry out publicity with the help of media advantages, actively approach consumers, form interaction with consumers, let them accept activities unconsciously, so as to maximize the product effect. In order to arouse the attention of the society to the "coming of age ceremony" and create potential energy for the activities, we first set our eyes on the Internet. We launched the topic of "rite of passage" oath through the most influential youth forums such as maopu, Tianya, Sina, Sohu and NetEase. At the beginning of the activity, netizens' enthusiasm for participation was aroused. Adults, about to become adults and minors have expressed their views on adults in this activity. The number of participants once exceeded 1000. For a time, all kinds of topics related to the "rite of passage" were reprinted and circulated on major websites, which quickly attracted the attention of the society. Relevant articles have been spread all over the Internet, causing considerable resonance among netizens. At the same time, "bar mitzvah" oath topic post, quickly by the cat Park website refined, top. At the same time, 361 launched a series of activities in the form of public opinion to release the mysterious "coming of age gift" at 361 ° on the occasion of the new year. At that time, it will send special "gift" information to some young people. In order to satisfy consumers' appetite, we keep secret the big gifts that will be sent out, causing sina.com, qianlong.com, 21cn, tencent.com, zhongqing.com.cn.com.cn.com, netizens and consumers' urgent calls to inquire about the contents of the gifts. A series of unprecedented scale, sweeping the Internet youth "rite of passage" Declaration storm has been brewing. The first promotion of "Christmas Day" and "361" will be pushed to the climax of "New Year's Day". To kick off the event, the first shot. After the early stage of network building, 361 ° began to mobilize national resources to build momentum again. It is far from enough for us to rely on the media to carry out the promotion and promote the success of the forum. In order to ensure the implementation of promotion activities, the company's deputy general manager in charge of marketing work takes the lead to set up a promotion project team. The deputy general manager is the team leader, and the sales manager is the Deputy group leader and is responsible for the specific implementation. According to the promotion strategy determined by the company, together with the persons in charge of the sales department, the administrative department, the financial department and the storage and transportation department, as well as the provincial branches and nearly 5000 exclusive outlets in China, we started the three-dimensional publicity with TV, network aerial bombing, ground activity Roadshow and terminal as the promotion array. High altitude media. We have formulated a scientific and intensive hard broadcasting plan, optimized the combination of television, print, radio, network and other media, targeted, covering the whole activity in the middle and late stages, and carried out the three-dimensional cross publicity and notification. At the same time, 361 ° effectively covers the core, key areas and terminals of the media resources, creates momentum through high-density and high-frequency publicity, and truly reaches the target consumer groups effectively. We cooperated deeply with Tencent, the most popular website for young people, and began to carry out large-scale publicity nationwide. At the same time, all branches, giving full play to the resources of the media, responded and put advertisements in TV stations all over the country, causing great social impact. It is particularly worth mentioning that during the event, 361 ° official website specially developed racing games, which formed a good interaction with online alliance stores. At the same time, with the most popular website of young people - maopu.com, a video contest and "my coming of age ceremony" essay soliciting activities were jointly held, which attracted wide attention and participation of young netizens. The 361 ° video competition has collected wonderful and personalized sports related video works to show young people's elegant demeanor and youthful vitality; the essay soliciting activity of "my initiation ceremony" allows young people to tell their adult stories, which has aroused the resonance of many young netizens. Terminal promotion. At the same time, 361 ° terminal promotion was officially launched. As the first window of 361 ° facing consumption, the terminal aims to realize the implementation and effectiveness of terminal promotion, ensure the effective connection between the terminal and high-altitude media resources, and do a good job of "door-to-door" of terminal sales! On December 20, nearly 5000 terminals in 361 ° across the country were changed. Effective combinations of various terminal communication materials, such as flags, posters, window windows and large-scale posters outside the store, were used to make sure that each pop location can clearly express the consistent notification function. For a while, all the competitors were stupid, and the consumers also took part in our activities. Ground activities. In the high-altitude media launched at the same time, about the bar mitzvah activities also carried out in full swing online. Shortly after the launch of the network campaign, the national branch offices and relevant responsible persons kept in touch with the major institutions of higher learning, and schools across the country such as Chengdu and Hangzhou responded to the successful adult publicity ceremony. 361 ° hopes to make college students become the leading figures in the growth of young people, set an example for younger brothers and sisters, and achieve great success. In order to enhance the effect of the activity, we do articles on the consumers who win the grand prize. All the consumers who win the grand prize must do a public welfare work to get the QQ car in their dreams. With the theme of "do a public service and get a bar mitzvah" as the theme, we jointly held it in 11 large and medium-sized cities, such as Beijing, Shanghai, Guangzhou, Nanjing, Wuhan and Shenyang. As soon as the activity was carried out, a large number of young people who were about to step into the threshold of "adulthood" with the new year's bell were attracted to participate. Launched“