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When the Olympic Committee President Juan Antonio Samaranch uttered his voice in Beijing, Olympic marketing had already begun. Today, companies committed to Olympic marketing and non-Olympic marketing have started the final sprint before the Olympics. Some of them have made full use of the Olympic resources to open up a good start, while others have buried their own in uninnovated marketing. Voice, some have gained some attention with the use of innovative strategies, and some are destined to be a sparring.
Olympic brand marketing strategy
Throughout the Olympic partners and sponsors, each company has a unique strategy, and will carry out targeted marketing initiatives based on the characteristics of its products and services. For example, China Mobile launched my mobile marketing in the science and technology Olympics. Coca-Cola has formed a system advantage in the entertainment Olympics. GE has made breakthroughs in the overall solution. Adidas has made breakthroughs in advertising and has enhanced the brand value from the spirit.
Here, the author mainly talks about Lenovo's Olympic marketing strategy. The rise of the country is bound to accompany the rise of the enterprise. With the big stage of the 2008 Beijing Olympic Games, many high-profile Chinese companies will not easily give up the opportunity to become a world brand.
As a local Chinese brand, Lenovo naturally enhances its international reputation and influence and becomes a world brand as a target for its sponsorship of the Olympic Games. It also expects to use the opportunity of the Olympic Games to enhance brand value, enhance the reputation of its products, and achieve more precision through this event. Marketing.
Lenovo's strategy for the Beijing 2008 Olympic Games is very clear, summed up in two strategies, ten plans. Starting from the Olympic concept, locking in technology and humanities, the implementation of a quiet and multi-touch marketing.
Product innovation: product Olympicization
The Olympic torch design team created the Lenovo Tianyi notebook, symbolizing the impression of the millennium China's lacquer red color and the Xiangyun pattern, which is exactly the same as the Olympic torch. This kind of product has been greatly enhanced by the Olympic spirit and culture.
1. The strong media of the alliance, monopolize the propaganda resources. Lenovo is the only CCTV broadcaster or partner for Olympic IT companies. The exclusive cooperation with CCTV is obviously another marketing resource that Samsung, the global partner of Olympic Torch, cannot get in China.
2. With effective customer marketing. The selection of the Lenovo Torch Runner locks the teachers and students of all the university markets in the country, which is equivalent to the implementation of more precise marketing through an activity. Because the event immediately ushered in the promotion of new students, and college teachers and students have more desire to buy personal computers than other people. This group of people is a precise opinion leader, and through their participation will form a better radiation effect on the university market. Can drive local channels directly into the campus
3. Drill down on channel resources. Lenovo's intensive channel resources for more than ten years have played a very good role in supporting the launch of this Olympic marketing campaign. The huge growth of computers in the future is the emerging markets that have not been touched and launched. Therefore, Lenovo uses CCTV's propaganda to carry out Olympic Lenovo's activities in the county, gradually warming up the demand of emerging markets, and using the torchbearer and the flag-bearer to follow the Olympics. Infiltrate into emerging markets
Innovative strategy integration of Olympic marketing
The solitary line is not far away, and the strength of the enterprise itself is limited. However, the strength gained through integration is endless. As long as the enterprise takes a win-win situation as the starting point, many innovative strategies can be tapped. This is the online sacred fire of Coca-Cola. Passing the event brings us a new inspiration.
1. The Alliance creates an online torch relay. Because it is impossible for everyone to become a torch relay, but through the Internet, anyone can realize the dream of a relay, and can also see the record of their torch relay. This is the original intention of the Coca-Cola Alliance Tencent and Sohu to implement this activity.
QQ is a powerful and sticky instant messaging tool with 600 million registered users and 230 million active users. The main users are young people under the age of 35. This is also the main consumer group of Coca-Cola. The target consumer group is the same. The integration of the two adds more effectiveness, making this online torch relay a precise marketing campaign.
Blog is a very good information display platform. The cooperation with Sohu is equivalent to turning the Coca-Cola Torch Relay into a shareholder of the Coca-Cola event experience, helping it to further transfer activities and brand value.
2. Topic marketing, viral delivery. Being a torch relay has always been a very glorious thing. It can't be an offline relay. It can become an online torchbearer and can give users a sense of pride, stimulate their interest, and use the torch theme to guide consumers to participate in interactive brand marketing activities. Every netizen who becomes a relay has become a propaganda node, and continues to spread sexually spread through QQ, because QQ is a very strong SNS (social network service) feature, everyone has a large number of friends, will be identity The experience is passed on to more people. During the event, many netizens asked for the seeds of the torch everywhere, which shows that this has become a viral marketing.
3. Game-like fun process. The torch relay process is very interesting and enjoys the popularity of young people like playing games. As a user who has just become a torch ambassador, an unlit icon will appear in the personal avatar of the QQ buddy panel. The badge style will become the torch style after May 4. A user can only get one icon. As a torch ambassador, to light up the icon, it is necessary to invite other users to participate in the event within a limited time. This kind of invitation mechanism will actually trigger a large-scale communication effect.
If you don't complete the task, this opportunity will be given to others, and other people who want to participate will compete. On the event website, we can see the words of the existing 6,785 activity qualifications, and have a limited time to add a sense of urgency, giving you a desire to fight immediately.
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