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& nbsp;[Chinese shoes Network - Nike brand observation] non-Olympic official sponsor of identity, often harvested sponsors have eye effect. In addition to traditional betting on popular teams and star players, in the manufacture of the topic and the spread of the use of new media, Nike is also a master.
London Olympic Games approaching, the UK's second largest market research agency for Olympic marketing effect IpsosMori company did a survey and found that: in the consciousness of the British, the Nike marketing is most closely with the Olympic Games brand. In fact, it has never been a partner of the IOC, did not dig a penny sponsorship fee.
Consumers do not know who sponsored the Olympics, just feel who sponsored the Olympics. Since 1996 Atlanta Olympic Games, Nike has acquired a devious marketing trick. At the Atlanta Olympics, when Reebok Olympic sponsors, but next to Coca-Cola, Nike Olympic Park, set up its own brand center, hold some audience participation experience activities, while also distributing printed with the Nike logo to spectators The badge lanyard, easy to carry tickets for everyone. Survey Results in Atlanta after the Olympics showed that over 70% of the audience thought that Nike is a partner of the Olympic Games.
at the Olympics after that, in a non-sponsor Nike total harvest of identity sponsor eye effect. At the Beijing Olympics, although Adidas Top Olympic partner, but the Chinese army 28 team has 22 uses Nike equipment, frequent appearances on television, high exposure. In addition to sponsoring popular cheap foamposites team, the star athletes betting action is Nike's consistent and in line with the well-conceived marketing strategy. Liu Xiang, for example, Nike found before Liu Xiang became the name of his potential and cooperate, after Athens won the 2004 Nike quickly launch & quot; 12 ?? 88 & quot; ads. 2008 Beijing Olympic Games, Liu Xiang out of the race, Nike biggest trump card in vain. The same day, Nike cooperation with Tencent established & quot; QQ love wall - Blessing Liu Xiang & quot ;, then, several millions of users every day in Tencent online knows the game situation, the use of the Chinese Liu Xiang's a special feeling, so that their brand maximum exposure. The next day, Beijing, Shanghai, Guangzhou and other places of the newspaper published the Nike behind Liu Xiang's new ad, dramatic cause dramatic effects, the negativ cheap jordan shoes for men e effects of life and life to be reversed. In social media have not yet entered the mainstream view of 2008, Nike has been given to understand through the export of public expression of emotion and create interactive platform for brand display and what the significance. Data show that during the 2008 Beijing Olympic Games, Nike sales in China and worldwide grew by 53% and 10%, proves the success of Nike's marketing strategy.
This year, although the use of social media in the Olympic Games will be subject to many restrictions - Organizing Committee has banned athletes to publish any pictures and videos on the Internet, in order to avoid non-sponsors the opportunity to appearance. Spectators during the game can not use Twitter and Facebook publishing scene photos, but Nike's marketing strategy to diversify it can always f cheap jordans for sale ind new topics and highlights:
For example, on equipment contract with rival rival, which is also eye-catching way. In the first match day London Olympics July 28, British Cycling Star Cavendish will participate in road cycling race, no accident, then, that he will get the gold medal. As the star of Nike-sponsored athlete, the contract stipulates that he must wear Nike shoes to accept the award, but the British Olympic Committee, in addition to the race course, the British delegation must be dressed in Adidas-sponsored outfit, Cavendish caught In the middle of a dilemma, we have put words, if we force him, he jumped on the podium barefoot. Until then, in fact, no matter which brand he wears, the topic effect have been formed.
In general, due to non-Olympic sponsor Nike's & quot; inferior & quot ;, but more likely to s cheap jordans online timulate more inspiration and creative spark. In the East End of London boxpark, Nike set up their own digital experiences retail center, it is a temporary store dedicated to prepare for the Olympics. In addition to sales and distribution of products, the store there is a series of digital and social media capabilities to help people experience the Olympics. In the store, people can see through a motion-sensing device their own digital reflection, all the action will be recorded, you can also share on face book and other social media. In addition, an interactive touch screen and gait analysis treadmill and other equipment. Nike believes that digital services and interactive multimedia experience combined will be the future trend of retail development.
In fact, already in the Apple AppStore which sold six Nike + Nike has Retro jordans for sale long been appreciated that trend proved to be the era of social justice, the 2006 listing of the Nike + from the outset committed to building a community atmosphere, the user community can contribute to the Nike + Upload data movement inside and get recommendations, where members share their successful experience or challenge friends, has already more than 600 million registered users. In March this year, Nike + application path and social cooperation. Now, the user can run the data through real-time updates to Path smartphone circle of friends. Applied as a private social platform between friends, Path to share quality focus of the story, and Nike + health demands and just form a bond with the Path point, and therefore the two sides hit it off, the launching of a new social product. Nike + additional social features com Cheap air jordans for sale e from CheerMeOn plug can be uploaded to Facebook accounts through which a run, a friend who can give comments or press applaud button - which has not yet finished, the user can even hear the applause from Facebook.
Whether in product development and marketing strategies, demand for new media age young people have entered the Nike vision. In 2011, the total marketing budget of Nike highest ever reached $ 2.4 billion, however, in the traditional channels, including television and print media ads running costs are reduced by 40%. Increased marketing investment in the network, indicating that Nike has not restricted to one-way brand awareness through advertising channels, but to happen more contact with the consumer and the depth of interaction.
Now, the problem faced by Nike is how many restrictions under the BOCOG, to create a like event after the 2008 Olympic Games, Liu Xiang as viral? Nike-sponsored Team USA will be a hot topic, but in accordance with IOC requirements, non-sponsors shall publish in the same Twitter message with a & quot; 2012 & quot; and & quot; gold & quot; content words, plus restrictions on athletes and the audience, in social media Nike will be walking a fine line of what creative action, along with developing a game process, will also be announced one by one.
online social mad, offline social blind? I can not do!
Expert: Beijing Road Sports Consulting Ltd. The key critical value Sports Institute president Zhang
international sports brand in the use of aspects of social media set us a good example. Tool is the tool you need, it can not work for you.
But how can good?
Nike, Adidas such international sports brand advantage in this regard is not beyond imagination how creative and done, but that consciousness. From the well-known Nike + Nike now MakeItCount, are using social media marketing model, the key is in focus and spread when fans can instantly share data after exercise. We observed that, when the audience referred to the Nike and Adidas keywords, Nike and Adidas are more concentrated dispersion. In the debris of the times, if you are more fragmented, it too is not conducive to spread. That means that people refer to you, there will be many different understanding and interpretation, compared to say, Nike is more clear and focused. Data show that, with regard to the Olympic Games, Nike and Adidas brand reference rate, the former is 7.7% which is 0.1%.
essence, the Olympic sports brand is associated with the highest use of social media marketing, when the spirit of sport is a perfect combination of points. But not with the combination, we will be able to do? Last year, Li Ning to do an activity, in fact, be more successful online, but not being able to fall in a timely manner, the effect is a little disappointed. It was a record period of running voice, and uploaded to the Internet, so users guess is where the activities of the running. Mainly pushed their running shoes, some opinion leaders to take the lead added many more users come to share, the online portion of this activity is the use of new media marketing success, but the whereabouts of the missing line to the theme activities, the sound is not enough. A little disappointed. (Chinese shoes Network - the most authoritative and most professional Footwear News)
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