Olympic marketing war as the protagonist of this, companies are now past men working on it! They were not hesitated to do much advertising do, where to advertise it? How can we enable consumers to remember yourself? "Successful Marketing" selected three Olympic sponsors, the three non-Olympic sponsors to take a look at how they select media.
Erie: seize the great opportunity, big media alliance made big brands
In the past when we choose the media for ratings and audience share and ratings are more concerned about the cost, but some are not out of the data reflect. If you want to be a leading national brand advertisers reach light there is not enough, it can not convert the value of your brand, only the help of most influential, most credible media, those brands reach before into consumers trust the brand. Erie select CCTV reason is because the central station has a very high degree of attention and credibility, and the very high quality and coverage.
2008 Olympic Games is a very important historical opportunity, at this time there will be more Chinese brands from the region of the country, from China to the world. Of course, there are more international brands, will also now entered the Chinese market, China's market leading brands. CCTV for the 2008 Olympic Games broadcast institutions in Mainland China exclusively, with the spread of the Olympic Games monopoly so in order to seize this great opportunity the Olympics, select CCTV is bound to become the core of the various vendors spread the Olympic focus. The Olympic Games and other Olympic Games is very different: the first, full participation; Second, there is no time difference of race, we can watch the normal time; Third, China's team gold medal is more than hot. With these three characteristics, the Beijing Olympic Games in China will be a significant ratings growth, improve the viewing size of the crowd. However, during the Olympic Games are very short, so that we do brand process, is put in the tender to lay a solid section of a base, to accumulate a quantity, then sprint out of place in the Olympic Games through the brand sublimation to produce a qualitative change. Olympic Games resources in the central Taiwan at the second tender exercise, Yili Group to 20.08 million won price of the 2008 Olympic Games opening and closing ceremonies of the first patch position, if the Olympic marketing and brand building metaphor we draw a dragon then the bidding section of the foundation is described as the brand of the body, while the Olympic Games advertising, is to describe the lead, with 20.08 million last bought this advertisement is the final finishing touch.
Li Ning: advocacy media deep plowing secret agents, increasing efforts to put Web2.0
Li Ning brand of media delivery strategy based on the overall communication strategy and to develop concrete communication projects. TV, print, online, outdoor and broadcast media are used. This process, we will fully pay attention to the various media and combinations of individual strengths. Example, in December last year we signed CCTV5, Li Ning Li Ning will provide its brand, Ai high brand apparel, shoes and accessories for packaging in 2007-2008 CCTV sports channel broadcast programs in all sections and events studio photographed journalists and program hosts, and this is an excellent media cooperation and innovation. Even in the field of international brand communications are considered to be "everything is possible" the best interpretation of obtained CNBC, Business Week and other international media attention and appreciation. In combination, the Li Ning brand while also active concern and explore new media. For example: eye effect longer than the conventional network media; longer than word of mouth and trust built Web2.0 media; also ordered new digital television and mass media.
Whether a media has broadcast rights for the Olympics, of course, put the enterprise in the next year, an important factor to consider when, Li Ning, the main consideration is how the brand can be for our target audience groups, to achieve efficient delivery arrival rate and excellent benefits. Now the market is highly fragmented media, national and local, comprehensive and professional online and offline, the public and a small minority, a variety of media in preparation for the Olympics, so that for any business, Select surface or very broad.
For Li Ning, we will use all power in one or two points, not the pursuit of widespread, certainly cast this is a main platform for CCTV; for the network platform, the conventional pop-up, floating ads are no longer class have some persuasive and influential, so we are exploring some of the depth, to build trust forms of cooperation, in-depth cooperation on the one hand column, Web2.0 will make greater efforts in this regard. Li Ning is not advocated at this stage, the breadth of the media, and promoting media deep plowing secret agents. I am an expert from China Toys Suppliers, usually analyzes all kind of industries situation, such as double sided sofa , l shape sofas.
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