Interact with Consumers in Marketing

Jan 13
08:27

2012

LIE PLIAN

LIE PLIAN

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The Olympic marketing is a whole process of marketing. Enterprises don't spread marketing just before the Olympic Games, but during and after the Olym...

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The Olympic marketing is a whole process of marketing. Enterprises don't spread marketing just before the Olympic Games,Interact with Consumers in Marketing Articles but during and after the Olympic Games is the key moment in a sense for enterprise marketing.
Practical points: closely connect brand sprit and Olympic spirit; form a widely sustainable interaction with consumers; marketing innovation could halve the work with double results; prepare for emergencies. The representative businesses are Lining, HAIER, Nike, and so on.
Olympic Games were over but, the Olympic marketing is not. The new champions formed by the Olympic Games are still constantly reminding consumers the incontrovertible relationship between enterprises and the Olympic Games.
After the Olympics, different agencies have different evaluations towards Olympic marketing effects, but every successful Olympic marketing presents several alike characteristics.
Towards the Olympic sponsors, if only manifest their sustaining attitude in the ads and only put five-ring symbols on their name cards in order to demonstrate their sponsors' positions, apparently, they would sorrow for their own vast sponsorship fund. The Olympic Games is a good opportunity to promote brand influence. In order to fully seize this opportunity, it is necessary to connect the brand with Olympic spirit tightly, accordingly, let consumers generate positive impressions to the brand.
The Olympic Games spirit: "faster, higher, stronger" was reflected by HAIER. HAIER provided more than 60000 sets of products for 31 venues of the Olympic Games, and most of them are green products, such as solar energy air conditioning system, refrigerators with carbon dioxide as refrigerants, washing machines without using washing power, etc, which reflected the continuous innovative spirit of HAIER group.
These endeavors gained very good consequences, and HAIER brand's publicity and credit have been elevated to some extent. Zhang Tie Yan said that: "the durability of brand influence which was brought by Olympics will last long, which generates a better, positive facilitation to our future business.
At present, consumers are immune to constant advertising bombings, and making an impression to consumers is not easy. Face to face contact is important to gain their hearts, and let them genuinely experience the brand's glamour.
For example, Lenovo established a 1200 square meters Lenovo digital experiencing center in Olympic park, and ThinkPad commercial computers and Idea Pad consuming computers got concentrated show there. Everybody could take pictures with the Olympic Torch on the spot. Consumers could use the laptops to finish jogging games, to see the procedure of impact test and permeable test with their own eyes so as to feel Lenovo's quality under the percussive and wet surroundings, and people could also learn various new technologies through their personal experience, such as, face identification.
Generally speaking, consumers involvement is an essential link in Olympic marketing, and another reminder is that after the Olympic Game, this point should be sustained in a long term and shouldn't be terminate with the Olympic Games' ending.

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