The day after the Olympics ended, Pick opened quickly after the Olympic marketing accelerator. Peak will work together after eight NBA stars Olympic marketing started.
Marked a distinctive international brand, Peak fully reflects its courage and courage in the international brand development path. In the face of the current events, the influence of players and the homogenization trend of the brand promotion activities, in order to make sports marketing continue to be an accelerator for the development of enterprises, how to personalize and maximize the utilization of existing resources? Already started in action.
Pick's marketing team is particularly busy this summer. The day after the closing of the London Olympics, Pick soon opened the accelerator for post-Olympics marketing. During the one-month period from August 14 to September 13, eight NBA NBA champions, including Battier, McKee and others, will set off basketball in nearly 20 cities in China.
Adhere to basketball positioning six years, China has visited nearly 100 cities
While many basketball fans are still rejoicing at the London Olympics when the United States played against Spain's basketball final, Shane Battier, a member of the Miami Heat NBA championship, has come to the Chinese fans with his championship. A new basketball whirlwind blowing from the British peninsula to the east of the world.
Peak has always been committed to the pure basketball culture in China and promote the development of China's basketball career, "Pique star China line" is a fan of the basketball fans gluttonous feast, it should be more branding demonstrated the "specialization "And" international "factors are deeply rooted in the brand, which is the foundation for Peak to establish solid cooperation with NBA and the inner driving force for Peak to carry out its activities in China. This motivation comes from basketball has always been Pick's core DNA.
Peak and basketball have a very deep origins, from helping the "Bayi team" to win the Australian women's basketball team to win, from Serbia to Iraq, Si Si Cup to the NBA, Pick has always been to basketball as the core, along the internationalization and professional development Route, actively tackling the NBA, FIBA ​​and other top international basketball events, organizations. In addition, Pick National NBA Caravan's National Tour also inspired the intense enthusiasm of millions of domestic youth basketball.
"Pick NBA star China line" is Peak's largest terminal marketing, especially in the current market downturn situation, still insist that this star pull the market, while promoting the activities of basketball, this star pull the market sales immediate effect. Peak organizes "PEAK TEAM" every year to promote basketball culture in China. Since the first Olympic star China tour in 2006 up to now, Peak star China has gone through six years. The star lineup has expanded from the original Battier To many of today's star together, insiders believe that, no matter from the star power, the size of the star or the number of tour cities, the Olympic star China's line has become China's most influential NBA Basketball Carnival.
In previous years, cities in China, Olympic Peak sales more than doubled during the trip in China. Not only in China, Shane Battier won the Olympic sales of the United States stimulus equally clear. According to the CEO of Peak US branch Sujia introduced, Peak strategic partner Miami heat and signing spokesman Shane Battier's win the day after, there are a number of potential US dealers dedicated to consult the agent Pick brands, and Express a strong interest in joining . "If these distributors eventually became Pick's customers, then Pick's role in the development of the United States will play a significant role in promoting," Su Jia said.
This Chinese and Western basketball culture drama, Pick as a director, from the script, filming, editing to late, are under foot effort, in a month within 20 cities, the wonderful story will bring unparalleled local NBA fans Enjoyment I believe in the near future, this drama will be staged in the world, Olympic NBA world's footsteps not far off.
After the Olympic marketing pioneer market internationalization into the fast lane
After the Olympic Games, local sports brands should rationally respond to changes in the marketing environment and have a long-term plan for their brand positioning and marketing strategies to ensure that they have the last laugh in the post-Olympics marketing war. Adidas, Nike and other Olympic marketing star brand practice tells us that sports (Olympic) marketing is not a one-time speculation, only long-term investment will produce rich returns, and this insisted to continue and respond quickly.
From this London Olympic Games, Pick mastered a brand marketing model, that is, long-term and all kinds of scouts, project associations, practitioners, including grassroots practitioners to maintain contact. Focus on the basics of athletes, and even offer a small amount of sponsorship. When the athlete gets a good result, he can get the preemptive signing right.
In response, Xu Zhihua said: "Bet will have some luck, but still be built on the basis of a lot of work, but not purely gambling." Pick's champion of the law is the best proof of this model.
Pick in the London Olympics did not carry out extensive hard-wide publicity, as a long-term adherence to the international strategy of the brand, gambling short-term effect of risking more steady and solid science. From the six-year-long Olympic NBA star China line activities point of view, Pick focus more on the deep reallocation of resources between the two sides, NBA sponsors should pursue the long-term, sustained influence.
The face of brand power in the overall competitiveness of more and more importance, many brands in London after the Olympics more tight competition for international sports resources advantages, as the brand value overweight. Pick from which come out on top, perhaps a little bit of luck, more importantly, a clear brand positioning and effective promotion strategy. In the course of six years of making the NBA star China go in action, Peak has continuously deepened the adjustment of the quality and quantity of China's operations. In fact, it shows that Pick's carding of its own channel system is the disguise of the market expansion in the future. In the course of gradually rationalizing the internationalization of Peak markets, marketing express cars are also speeding up accordingly.
People who have been in motor vehicles know that it is more comfort to experience the speed while enjoying speed, that is, to move forward smoothly. Similarly, "promotions", which are pursued for profit, are not successful sports marketing. Enterprises should pay more attention to the creation of brand effect, that is, through the event marketing, so that consumers can think of the brand connotation when you see the brand. "The London Olympics Olympic sponsored the national team in Iraq, New Zealand, Slovenia, Algeria, Lebanon, Jordan and Cyprus, the benefits of doing so can enhance Peak sales and share in the local market, while enhancing the dealer in The status of the local sports community, "said Liu Xiang, deputy director of public relations at Peak Brand Management Center.
For quick success, sports marketing is more and more regarded as a short and fast marketing approach. When they can not correctly understand the connotation of sports marketing, sports marketing does not have much effect on the enterprise. According to Peak's marketing experience for many years, "one-time commercial activities like carnival, very lively, but there will be no long-term effect, sports marketing should be the combination of sports and technology products and sports development as an effective consideration, the business then natural But it is not born at a point in time. "For long-term interests of the business concerned, sports marketing is definitely higher than promotions, advertising, a high-level marketing approach, especially in the product Marketing convergence at the level and market-level more and more serious, the promotion of sports marketing to businesses will be diversified, complex, lasting. In fact, as of the end of 2011, Peak overseas sales have accounted for 10% of the Group's total sales. The latest data from Pick's Cyprus dealer feedback is that its sales there have tripled before the Olympics.
Brand strength needs over time, sustained and stable communication can take root in the consumer mind. "One shot, one shot" does not help establish and spread the brand image of the enterprise; and it is no different from the idiocy that an investment sponsor fame.
Pick is fast and steady after the start of the Olympic marketing chain, a step by step to promote the Olympic brand international.
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