According to the establishment of underwear underwear brand underwear seven favorable weapons

The so-called incident refers to the focus that can arouse the society's attention, the topic that the public care about, the issue, the so-called event marketing, that is, the enterprise uses the social concentration degree of these events and connects and binds itself and the event in some way, Consumers involved in the incident, to enhance the corporate image and sales of products. Businesses can participate in the focus of the general public's attention and bring themselves to the center of the conversation, thus drawing the attention of the media and the general public. It can also draw the attention of the media or the general public through its own creative planning activities.

"Event Marketing" as a fortunate underwear brand marketing tool, the applicable object can be limited strength of the second and third tier brands, but also can be a strong front-line brand. This article enumerates and analyzes several common event marketing tools, and discusses the implementation principles and methods of event marketing.

Weapon 1: "Star Effect"

The use of celebrities as brand ambassadors in the apparel underwear brand has become common in the industry, but it can only be considered as true event marketing if it is able to take full advantage of the celebrity newsletlet.

Concern Liu Xiang injured hundreds of millions of people affected by the heart of the incident, the Olympic Games approaching, with Liu Xiang, a major rival, a success, which makes the public concern for Liu Xiang is to reach its peak. July 22, 2008, a "Xiang team to create a new shirt for Liu Xiang can save 0.02 seconds," the news attracted a lot of attention, and triggered a wide range of Internet users to discuss. In fact, as early as a few months ago on the Nike Swift Suit new sportswear coverage has been reported in the domestic newspaper, at this time in the old re-mention, Nike is clearly the focus of public opinion, a very successful event marketing . In this press release, Nike details the technical content and benefits of this new product, as well as the potential benefits Liu Xiang scores. Through this event marketing, NIKE effectively enhance the image as a high-end professional sports brand in the minds of consumers.

2007 Metersbonwe Shanghai Nanjing East Road flagship store opened on the occasion, as Metersbonwe "fashion consultant" Jay Chou, Angela also attended the opening ceremony and the audience at the opening scene and talk about their own experience of dressing , And also personally "tailored", dressed in the field as a "consultant." Thousands of fans encircled Nanjing East Road, and the cry of "JAY" and "Angela" came one after another. Metersbonwe take full advantage of the popular star of the effect of 9,000 square meters of Shanghai flagship store opened to expand the impact. In addition, Metersbonwe is the more the influence of Jay Chou, Angela Chang, and Wilber Pan from offline to online. In the company's Web site, the avatars of the three celebrities provide virtual consultancy services to customers who choose online underwear.

Weapons II: "event sponsorship"

Underwear business sponsored by various competitions, with the focus of the public event itself to enhance their public influence.

Love underwear sponsored the entire title sponsor "2007 China Underwear Model Contest," Willy West twice sponsored the "Chinese Professional Model Contest" and directly involved in the operation of the race, and many professional model contest champion as the spokesman for the "Willy West" The new image, the sponsorship of these events have directly enhanced the brand image.

In addition to direct sponsorship of various underwear and fashion category, there are many events available underwear business choice. For example, Bosideng sponsored the 2007 China College Advertising Art Festival Academy Award, which lasted for six months and held a grand ceremony in May 2008 at the CCTV Media Center. A total of 20300 works from 500 colleges and universities nationwide participated in the competition. Bosideng proposition as one of the enterprises for college students to provide a good platform for learning and training, and achieved good social benefits. Bosideng has acquired a large number of innovative original design works, while also obtaining a deep and positive brand communication among hundreds of thousands of undergraduates at an extremely low cost.

Jinlaike hosted the "Jinlaike Cup" China City Fitness Long Distance Grand Prix in five major cities in Chengdu, Guangzhou, Xi'an, Hangzhou and Wuhan from May to September 2007, which attracted the common attention of all the businessmen, the public and the media. The match is very much in line with the features of the Jinlaike sports brand, which also made its brand influence greatly improved locally.

Three weapons: "public service marketing"

In addition to the usual donations and donations, voluntary services, corporate public welfare activities can be varied. However, public welfare marketing can only be called if it is widely publicized and recognized by the public. Enterprises through the social issues and public welfare concerns, invest in public welfare. Incidental publicity brought more than simple advertising to gain social recognition, more conducive to establish a corporate image, to achieve the value-added media advertising effect.

Benetton underwear often through advertising, the current people are concerned about the war, environmental protection, race and AIDS interpretation, making the advertising content has often become the topic of public hot, public service ads itself has become a public influence event, which sets the brand A good social reputation, and people in the subconscious brought a concept: the topics of concern on behalf of the brand height.

Following the May 26, Beijing Parkland company to China Youth Development Foundation, "Hope Project Happy Sports Park," donated after the start of public welfare activities, July 20, Parkland company together Beijing more than 30 key shopping centers once again launched a large-scale Public charity sale. All proceeds from the sale will be donated to the China Youth Foundation and China Hearing Medical Development Foundation for the development of charity. The event also received good social benefits and brand communication benefits.

Jeanswest established Jeanswest Student Aid Fund since 2005 and sponsored college students in poor families in Beijing, Shanghai and Wuhan. At the same time, Jeanswest organized work-study programs and social practice activities for the undergraduates: organizing the students to Jeanswest Store participation in social practice, work-study program; with the city where the project sponsored by the children of migrant workers supporting children, compulsory lectures, one-on-one counseling and other forms of "big hand-drawn small hands of public action" in order to cultivate the basic living of college students Skills and enthusiastic public welfare, giving back to the community awareness. Jeanswest launched in 2007 "love position to help thousands of students go to college" activities for those who have admitted to the University of cold-winter students to provide the opportunity to work in stores across the country, so that they work hard before entering the school gate. These non-profit forms of donations and scholarships than direct donations, obviously further and more conducive to Jeanswest brand penetration of lasting and lasting.

Four weapons: "manufacturing focus"

For small businesses to mobilize the public's attention, the incident must be more exotic.

In 2007 Nanchang a lingerie company advertised, will be the name of the ancients hair of Confucius and Lao Tzu as the company's suit model. The act aroused widespread public attention and evaluation, gained a high reputation in a very short period of time, but it also brought widespread criticism.

Coincidentally, a Shanghai underwear brand engage in word games, the good end of an ad slogan "Perfect Woman" Health and "play beautiful woman", intended to cause news effects, and took the opportunity to start the brand. Eventually caused a sensational news effect, but the opposite is that this "event marketing" did not bring sales on the Rally, but brought the punishment of the relevant departments in Shanghai, lost more than 20 million.

Hengyuanxiang Zodiac advertisements, through the 1-minute television commercials, the Beijing Olympic Games emblem and Hengyuanxiang trademark picture has been static, voice-over from "Hengyuanxiang, Beijing Olympic sponsor, mouse and rat", Has been reading "Hengyuanxiang, Beijing Olympic sponsor, pig pig", the Chinese Lunar New Year twilight repeated, simple tone repeated 12 times. In an extreme way, the audience remembers the identity of the brand and Olympic sponsor. Hengyuanxiang marketing purposes, "would rather be scolded can not be forgotten," this time to play to the point where it can not be added. There is no doubt that Hengyuanxiang has achieved its goal of obtaining high attention at a low cost, but it remains to be seen whether this advertisement will ultimately have a long-term negative impact on the brand.

If you say that small brands out of frustration, the use of some unconventional ways to carry out self-promotion is sensible, for some have a high reputation of first-line brand, desperate needless to say. "Large tree attracts the wind," large enterprises more easily become the target of media and public attacks. Underwear manufacturing enterprises in the manufacture of media attention, we must pay attention to not by this end, set the brand reputation in disregard.

Five weapons: "crisis management"

Behind the dangers often implies opportunities. Corporations respond appropriately and promptly to the crisis, often with widespread and positive brand communication.

The privatization of state-owned assets, the loss of more than 3,000 specialty stores, the livelihood of more than 20,000 employees, and many other sensitive topics are appearing on the first page of major media. The binary and southwestern binary events in 2008 attracted public and media attention A lot of attention. During this period of reporting, Southwest Double Star has always been a victim appears, almost all of the reports and comments are turned back to Double Star Southwest Corporation. Double Star incident reported in the media, has become a talk of people gossips. At this point, there are many double-star employees and agents of consumers, are very want to know the next step in the Southwest Double Star. Southwest Double Star executives on the occasion of the strong April 18 in Jinan launched a "special star" brand, the original "Southwest Double Star" all flagship "special star company." And to high-quality products, very high profile debut, will be a month to report a slight slack media focus again. On April 23, the special star held a "new product launch event" in Chengdu and announced that it would set its headquarters in Chengdu and become the designated supplier of the 11th National Games. The suppliers of Sichuan Junior Soccer Team also proposed to strengthen the local The only sports brand, this will be one after another in Chongqing, Kunming, Guiyang and other subsidiaries gradually held. A crisis event, on the contrary, provided a valuable opportunity for the special star listing. Star from the perspective of brand communication, Star became the biggest winner of this binary event.

Weapon 6: "Sports Marketing"

2008 Olympic year greatly enhance people's attention to sports, but also for underwear business sports marketing has brought tremendous opportunities.

In January 2005, through bidding, Adidas acquired the 2008 Olympic Games sponsorship rights with a total investment of 1.3 billion yuan. After losing "Olympic sponsors" in the competition, Li Ning did not give up the Olympic marketing opportunities. But quickly signed a contract with CCTV Sports Channel, so that the host channel and all the appearances of reporters in 2008 all year must wear underwear wearing Li Ning logo hosted the show. Since then, all the spectators just watch the Olympic channels, you can see CCTV host and correspondent chest shining Li Ning logo. In addition, Li Ning did not give up the ground forces advance. On March 22, 2008, "Li Ning's 2008 China Tour" started. Two Olympic caravans departed from Beijing and will travel around 80 in Sanya, Dali, Weifang and Yan'an within the next 9 months A small city, more than 40,000 kilometers throughout the Olympic spirit, the Olympic champion and Li Ning culture into people's vision. Li Ning brand through these initiatives successfully linked with the concept of the Olympic Games, wherever he went, all set off a "zero distance Olympic Games" boom. The event spread the Olympic spirit and provided more people with opportunities to get in close contact with the Olympic Games so that the Olympic heroes who have won glory in the arena and the civilian heroes who stood out on the scene "face to face." And Li Ning chose the city is basically a second and third tier cities, these cities are also the main sales area of ​​Li Ning.

Through the national fitness cause, effectively narrowing the distance between Li Ning and target customers. Li Ning is well versed in the soft traditional Chinese Tai Chi way, the marketing of sports play most vividly.

Weapon VII: "Incident Integration"

Eventually the ultimate event of marketing communication is to focus on a variety of events effectively integrated communication. Through a variety of borrowing and momentum means, always make the brand in a high degree of attention and high reputation.

Kappa exclusive sponsored the "I want to go to school" large-scale public welfare activities. "I want to go to school" is a large charity event sponsored by the Voice of the Central People's Radio Music Radio. The event takes place once a year. During the two months from November to December, a large number of performing stars from both sides of the Taiwan Strait attended the six major cities of Beijing, Shenyang, Taiyuan, Tianjin, Shenzhen and Shanghai, sponsored by Kappa. Hand in hand "tour activities, the scene with their own songs for children out of school to raise love models, to help them return to school as soon as possible. On the day of the event, Kappa announced that donations from the sale of the same day were all donated to UNICEF to help children who have been out of school due to poverty. On the day of the event, there was also the 183 Club, a popular idol group from Taiwan, China, who came to Kappa to participate in the Beijing Bazaar Session of "I Want to Go to School".

In response to some posts on the Internet concerning the use of Tibetan elements in Kappa products for sale in Italy, China Dongxing quickly reacted by stating that the product was not designed, manufactured and sold by China Dongxiang (Group) Co., Ltd. And promptly conducted and negotiated with Italy, insisted that Italy BASICNET company immediately stop this product sales in the network and foreign stores, and ultimately makes the Italian company to remove this product from its website. And in mid-May, launched "I Love China" series of underwear, with practical actions to support the Beijing Olympics. In the meantime, some stores in the Mainland are cooperating with banners that support the promotion of the Olympic Games and China's fueling. KAPPA handled a sudden crisis in a variety of ways in a timely and efficient manner.

Instead of adopting a high-cost, high-risk marketing model for Scenario TV ads, Kappa enforces a "sporting, entertainment and sports" sponsorship strategy rather than a high-cost professional sports sponsorship route as Nike does. In the 2006 World Cup, sponsored Huang Gexuan, Huang Jianxiang, Jinggangshan and other fashion industry, the sports sector have the right to speak star composition delegation to Germany to see the ball, they wear Kappa underwear, comment on football on television, to discuss fashion topics. Sponsorship of the "Olympic helmsman selection" race and the Chinese 49-class sailing team, have demonstrated a unique brand strategy - sports, fashion.

Kappa and LYCRA co-sponsored "Yili admirers Fei Yang" to create a fashion couple tour in the country, the event was held in Hangzhou, Shenzhen, Wuhan and Dalian heat staged. On the day of the event, good men Wei Bin, Zhang Xiaochen, and Wu Diwen came to the scene as honored guests and honored guests. Dynamic dance, sexy, stylish Kappa Hyun mounted display, staged a Kappa sports fashion show, so that the audience hooked while allowing them to deeply appreciate the Kappa sports, fashion brand features. Kappa sponsors 2006 fashion selection, Bazaar fashion charity night events, CCTV model competitions, as well as a number of bands and singers, Kappa sports, fashion, sexy, taste the brand personality, in the field of fashion show unique The charm and style. Choosing to sponsor stars such as diving champions Guo Pinchao and Tian Liang in the sports and entertainment world, dressed in well-marked Kappa underwear at various events.

With the integration of event marketing tools, China Mobile, which owns and manages the Kappa brand in the Mainland and Macau, recorded a 139.4% increase in performance in 2007, surpassing Li Ning's market capitalization.

Conclusion:

Although different types of brands have different purposes and priorities when it comes to using event marketing to promote brand awareness, awareness and reputation, some common principles must be followed:

1) Coherence under the established strategy. Event marketing is not a mere operation, but a long-term, cohesive enterprise communication tool. Necklace theory that the events one by one like a beautiful pearl, need to be linked together in the chain will become a moving necklace, the chain is the business strategy.

2) Originality. Mengniu sponsored Super Girl in 2005 was a huge success, Peak shoes in 2006 to chase "Shenzhou VI" is not effective.

3) Consistency. Event marketing events need to be consistent with the brand image, brand personality in order to maximize effectiveness.

4) insurmountable law, social moral bottom line.

5) Need to raise the status of internet media to a strategic level. Chinese netizens with a total population of over 200 million are having an increasingly powerful voice in their social activities.

Where the warriors, to coincide, to win the odd. Therefore, good people, infinite as the earth, inexhaustible rivers. In the modern business competition, advertising has become more and more soldier to fight the war, event marketing often plays a role of Jones, attack the enemy is not prepared, surprise, Jones win.

In the "post-Olympic" era, China's underwear enterprises still have "things" to do.