In The Post Olympic Era, Chinese Enterprises Still Have "Things" To Do.

As Ai Chis said, public relations first, advertising second.

In essence, the rise of public relations is due to the loss of credibility and the decrease of cost performance.

The rate of return on investment in event marketing is much higher than that in traditional advertisements. Event marketing has received unprecedented attention overseas. More and more enterprises are cutting advertising expenses to increase investment in event marketing.

"Event marketing", as a brand marketing tool for 42 thousand pounds, is also increasingly concerned by domestic garment enterprises.

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 coverage and consumer participation are involved.

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

Liu Xiang's injury has touched the hearts of millions of people. With the approaching of the Olympic Games, Liu Xiang's main rival Robles has made remarkable achievements, which has made the public's attention to Liu Xiang reach 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, a few months ago, the report on Nike Swift Suit new sportswear has already been reported in China. At this time, the old words were mentioned again. Apparently, 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 promoted the image of the high-end professional sports brand in the mind of the consumer.

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.

Weapons 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 competition" is sponsored by the "2007 China underwear model competition", and it is sponsored by the Chinese professional model competition. It is directly involved in the operation of the event. It is a new image of the "champion" 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 other events for clothing companies to choose.

For example, Bosideng sponsored the 2007 Chinese college student Advertising Arts Festival Award, 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". Apart from 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.

Benetton 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 launch of the charity activities launched by Beijing's 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.

JEANSWEST has set up a JEANSWEST student aid fund since 2005. It has launched activities to support poor families in Colleges and universities in Beijing, Shanghai and Wuhan. 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, carrying out the "big hands and small hands public action" in the form of compulsory lectures and one-to-one counselling, so as to cultivate the basic life skills of the college students and the awareness of public interest and social support.

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.

Weapons four: "focus", for small businesses to pry the public's attention, the way of events must be more extraordinary.

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.

Similarly, a Shanghai underwear brand plays a game of words, 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 Heng Yuan Xiang's twelve zodiac advertisements, through the 1 minutes of TV advertisements, the picture composed of the logo of the Beijing Olympic Games and the Heng Yuan Xiang brand has been stationary. 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 signs were repeated in 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 we say that the small brands are helpless and use some unconventional ways to carry out self promotion, there is still something to say. For some famous brands with high reputation, it is not necessary to take risks.

"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 often implies opportunities behind danger.

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.

Weapons six: "sports marketing" 2008 Olympic year has greatly enhanced people's attention to sports, but also brought great opportunities for sports marketing of garment enterprises.

In January 2005, by 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 he lost 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.

Dissemination of the event