Summary Of The Case Of The Seven Card Chinese Collar Non Olympic Marketing Communication

First, the Olympic Games.

Since the birth of the modern Olympic Games, it has become indissoluble with marketing, especially the marketing competition of the Olympic Games.

The myth that Coca-Cola and Samsung have soared in the history of the Olympic Games are tempting a group of Chinese enterprises to join in the Olympic marketing when they come to the door of the 2008 Olympic Games.

However, the threshold of Olympic partners is very high. The number of sponsors is limited. How should we seize the golden opportunity for the vast majority of non Olympic sponsors?

Many enterprises have used powerful marketing planning systems to make a fuss about non Olympic marketing and even create miracles.

In 1996 Atlanta Olympic Games, Nike's recessive Olympic marketing has set an example.

After China's successful bid for Olympic Games, the case of non Olympic marketing is constantly emerging: the "non" marketing of snow beer, the Mengniu City, and the implicit sponsorship of many brands.

Enterprises that have not won the sponsorship of the Olympic Games are also making every effort to use the Olympic resources to achieve brand enhancement, and the four Olympic Games of non Olympic marketing.

Two, breaking the key points

The identity restrictions of seven cards and non Olympic partners, the inherent difference between the product itself and the existence of the cards decide that there is a congenital shortage of seven cards in the non Austrian marketing. However, in the 08 Beijing Olympic Games, the marketing strategy, communication strategy and communication implementation, input output ratio and the actual gains obtained by the seven cards in the Olympic Games of the Beijing Olympics are not inferior to those of Lining, Nike, and so on.

Since 2004, Qipai has made its debut in China's men's wear market with its original "Chinese collar". As a company rooted in Chinese culture, Qipai quickly set up a distinct brand image in a category, and established a reputation in the minds of consumers. But its cultural brand is not rich enough, and the gold content of its brand needs to be improved.

Through the non Olympic marketing, at the end of the Beijing Olympic Games, the Qipai Chinese standing collar firmly sat on the top of the traditional culture brand, initially realized the over passing from the national brand to the world brand, and completed the qualitative change from a well-known enterprise to a "Chinese national costume".

There are many opportunities.

But the final and key points are based on the 5B theory of public relations dissemination, which has played a decisive role in the Olympic Games, the combination of spots, the detonation of highlights and the pmission strategy to the boiling point.

In July 17, 2008, the Beijing Olympic Organizing Committee officially confirmed that the "Chinese collar" is the only award raising dress for men's wear in Beijing Olympic Games. The Chinese standing collar will appear in the 700 awards ceremony of the Beijing Olympic Games and Paralympic Games.

In fact, this is an excellent opportunity for us to launch non Olympic marketing.

However, the seven cards at that time could not be rejoiced, because Qipai "Chinese collar" is facing a series of embarrassment.

On the one hand, Qipai is not an Olympic sponsor's identity. It can not carry out large-scale three-dimensional dissemination openly. It can only be propagandize in restricted conditions and scope.

On the other hand, even if the enterprise can carry out the regular dissemination of the "Olympic award dress", if the core demand of the brand can not be cut, regular communication can only be self talk and scratch the roof.

Moreover, after the Olympic Games began, the media communication environment was rapidly warming, and the mainstream media was plunged into the red sea of the Olympic Games.

Under such a communication environment, it will be more difficult to spread the "Beijing Olympic Games award dress" as a breakthrough point.

How can we make the Qipai "Chinese standing collar" use a special dress of "Olympic flag raising hand" for a beautiful campaign?

The key point is whether we can find the Olympic Games, the Olympic spirit and the brand combination point of the Chinese brand of the Chinese brand of the Qipai brand. Whether we can turn the joint point into the highlight of the social public and the hot spot of the media is the key point of the non Olympic marketing of Qipai Chinese collar.

Three, look for a combination point.

In analyzing the 08 Beijing Olympic Games, one thing we can not deny is that the Beijing Olympics is the symbol of the rise of the great power of China. At this historical moment, the mentality of the whole nation is confident, self reliant and self reliant.

The "Chinese collar" is able to display, interpret and represent the national mentality of the Chinese nation very well, which coincides with the brand connotation of "Chinese standing collar" confidence, responsibility and true love.

It can be said that only the "Chinese standing collar" best expressed the national spirit of the 100 years Olympic Games, and only the Beijing Olympic Games most verifies the significance of "the important moment only wears the Chinese standing collar".

This has found the combination of Olympic Games and seven cards at the brand level.

As a matter of fact, this combination is a potential logical connection. It can only be infiltrated in public relations communication, and can not be used for direct communication with target consumer groups, and will not cause media attention and excitement.

So where is the point of communication?

Standard bearer!

The Olympic flag bearer is the joint point of this case.

"Chinese standing collar" demands a responsibility, a mission and a true love. Every man who has responsibilities, mission and true love is a real hero, who is "visible, loving, loving, and family".

This is precisely the Chinese standing collar tightly locking the target audience.

On the stage of the Beijing Olympic Games, the Olympic flag raising hands will witness China's pformation from humiliation to strength, victory from victory to victory, and show the beauty of China to the world with confidence, self-esteem and self love, and explain the responsibility, mission and true love of every Chinese to "everyone" - the motherland.

Therefore, there is a flag in every man's heart -- responsibility, mission and true love "flag".

Every man with responsibility, mission and true love is a true hero -- they love "small family" and "everyone".

"A flag of the same height, a love of a family" - the Chinese standing collar will witness the beauty of China and the beauty of China together with the bearer.

How can we avoid the risk of Olympic marketing restrictions after the combination of brand communication with social concern, media excitement and consumer resonance, and maximize the spread of the seven card Chinese collar through effective media mix?

After studying the media communication environment and the degree of preference of information, we found a communication strategy for the Chinese standing collar: using the Olympic Games, detonating and gathering popularity with the Internet, focusing on TV accurately, and infiltrating with plane depth, that is, the "amphibious" communication strategy based on the television, the horizontal media as the open line, and the network topics, forums and blogs as the hidden lines.

Four, emotional detonation point

In August 5, 2008, before the opening of the Olympic Games, a network theme with "public awareness of the flag of the Republic" as the theme was launched by the Tencent network Olympic Channel, attracting numerous netizens' eyes. Strong national pride has shocked the hearts of countless netizens.

Thematic pictures and articles are also moving with emotion, starting with the rising of the "flag bearer" of the first five-star red flag in New China, and taking the major political activities and political events of China as the background, it finally leads to the reappearance of the Olympic flag bearer.

Looking for those "flag bearers" who have witnessed the great historical moment of the Republic has become a hot topic for netizens.

Hundreds of enthusiastic netizens provide clues to "witness the growth of the Republic". This not only greatly enriched thematic content, but also the process of self recommendation and uploading, which strongly attracted the participation and interaction of netizens and maximized the effect of mutual communication among netizens.

With the deepening of the Olympic Games, we have thrown out the thematic theme of "raising a flag and loving a family" in keeping with the Olympic Games, keeping the theme of public interest and keeping the heat of concern. At the same time, we have enlarged the information of the topic with a large number of Olympic Chinese leaders raising their flag hands, pictures and videos, and disseminated articles, and strengthened the guidance and purpose of public relations communication.

From August 10th to August 15th (within five days), data statistics showed that the number of flash pages of the topic was 786552; the number of visitors in the topic page was 854623; the number of visitors in the article was 2464682; the number of pages was 252276; the total number of visitors was 4358133.

It is particularly worth noting that this communication segment is the time when the Beijing Olympic Games are in full swing.

It is indeed valuable to focus a lot of attention on the Chinese standing collar.

At the same time, the posts of famous forums such as Tianya and people's power forum have also been exploded with passion. The total hits of this round of posts are 2950888, the amount of reply is 17036, and the word of mouth spread among Internet users, the total number of people affected by this communication is 13278996.

Among them, the power forum is ranked third, the Sina forum is the most popular recommendation, the QQ forum is the essence of the recommendation, and the China Internet is the best recommendation.

The first hand information of a large number of flag bearers is spread on the forums. The Chinese collar is disseminated as a key object in the form of a large number of pictures.

The Chinese standing collar gradually stood in the spotlight of the media from the public's emotional line of sight.

Five. Seize the bright spot.

The Olympic Games opened in August 8th.

With the Olympic flag raising hand in the "China standing collar", the five-star red flag is raised again and again. With the holding of the flag raising ceremony, the brand value and concept of the "flag bearer" with the same flag and the love of a family, mission, responsibility and true love, and the brand value and concept of "real, affectionate, loving, real man and real hero" are closely related and deeply resonated with millions of consumers.

For the Qipai Chinese collar, this is an opportunity to show to the world, and also a direct media for brand communication.

In the dissemination of paper media, seize the bright spot and take the initiative to attack. On the opening ceremony of the Olympic Games, when 8 flag bearers are standing in the "Chinese standing collar" holding the five-star red flag to step in the bird's nest, when the five-star red flag flutters in the Olympic Games, the flag bearers' vigorous steps and the Chinese elements of the Chinese standing collar are all natural.

The "Chinese collar" has been displayed in the eyes of the whole world during the Beijing Olympic Games.

The plane media is closely related to current events, and has planned around the "flag bearer" planning the opening ceremony of the Beijing Olympic Games, the flag raising of the Chinese flag bearer, the first gold medal of the Olympic Games, the flag bearer's desire to raise the five star red flag, the first gold medal of China's birth, the flag raising hand, the tearful look at the red flag flags, and the Beijing Olympic Games in the event of the closing red flag fluttering, and so on.

In the 66 and 98768 word print media news articles, 8 headlines and 24 layout news broke through the media environment which was numerous and difficult to break through during the Olympic Games.

Especially when the August 21st Olympic Games were in full swing and the atmosphere was high, the Olympic flag raising hand, wearing the Chinese standing collar, became one of the most wonderful scenery lines in the news broadcast program featuring the Olympic staff. It fully embodies the Chinese people's essence, spirit and spirit, and is the most comprehensive interpretation of the concept and image of the Chinese leader's "national costume".

Six. Spread to boiling point

In the August 21st evening news broadcast, with Olympic Games and the same highlights as Olympic headlines, the Olympic flag raising service is the basic content. Nearly 2 minutes of news reports, nearly 2/3 of the Olympic Games are featured by the Olympic flag raising athletes, and the Chinese standing collar has been very visible and exposed in this news report.

It was broadcast again in August 22nd's "news thirty points". At the same time, it was also broadcast in other channels of CCTV in August 23rd. According to incomplete statistics, the news got at least three exposure on the different channels of CCTV and the golden time of Olympic Games.

Since the broadcast of "the same Olympic Games, the same wonderful" by a central news broadcast in August 22nd, CCTV's other channel columns and many local TV stations have been broadcasted, which has greatly enhanced the public exposure of the "Chinese collar".

According to the latest statistics, over 1 billion 100 million people in China watched the Olympic Games through CCTV platform during the Olympic Games.

The CCTV news network is the most important window to understand the Olympic Games every day. Therefore, the pmission rate of the domestic audience reaches at least 500 million.

In addition, the CCTV network's online promotion of news coverage has a wider impact on audiences. Therefore, the early operation and execution of CCTV news is a news propaganda with high quality and high arrival rate.

At this point, TV, plane and network three-dimensional concentrated volume, sea, land and air bombing all over the world has formed the boiling point effect of communication.

The Beijing Olympic Games is only a dozen days. For a brand's communication cycle, it is very short. Any effective communication needs continuous preservation. The longer the communication climax is, the more influential it will be.

Taking advantage of the high temperature during the Olympic Games, we made timely in-depth reports and in-depth reports on the "Chinese collar", which not only deepened people's awareness of the "Chinese collar", but also expanded the channels for the development of the business market and the enhancement of the reputation. At the same time, the remaining temperature of the Olympic Games of the seven card "Chinese standing collar" continued until the Paralympic Games.

In the strong interference media environment, Qipai "Chinese collar" at a low cost input, identify the entry point of public relations, dig deeper into the brand integration point, start a strong emotional focus, create multi wave propagation highlights in the middle and later stages, use the traditional paper media, network (blog, hot notes, video) to form a three-dimensional communication network, explode the opening with emotion, enhance the ending with the brand, and achieve the strong and effective dissemination effect under the Olympic information explosion environment, and become the only non sports clothing brand with strong voice during the Olympic Games.