"Pirates" also said: Seven wolves difference marketing how to attack with pure

"Theft" is also true

"What does 'purity' have to do with football?"

"'Impurity' is FIFA's designated casual apparel sponsor?"

Zhuang Li, who is choosing a summer dress in a pure store, chatted with reporters. At this moment, "purity" monopoly, as always, could not find the atmosphere of the World Cup.

A number of consumers were randomly interviewed in the mall. More than 80% of the consumers did not know that they were designing, producing, and selling the 2006 World Cup casual apparel brand under the pure “International Identity” - FIFA.

Although Xu Quan, director of “Yichun” clothing brand, repeatedly emphasized in the interview, the FIFA has set many “prescriptive actions”. However, after the World Cup, “pure” faced “unknown” embarrassment, which is somewhat regrettable.

During the World Cup, a word about Nike advertising: People have forgotten what it means to be a sense of honor. Everything depends on the footwork...

The raiders’ revenge

Although the same is a casual clothing brand, but the positioning is different, so that they have no red face. This time, they all stood by the cusp of the World Cup.

Zhang Qing, president of Beijing First Sports Development Co., Ltd., believes that from the point of view of advertising alone, the product concept and advocacy of “Seven-Seven-Wolf” are better than “purity”. Although there is not much difference in delivery, both have chosen CCTV five sets of advertising, but people's preference always favors the former.

"Seven wolves" advertising is a portrait right that was sponsored by the event. As we all know, in Real Madrid's first visit to Beijing in 2003, the “Seven Penguins” as a sponsor of the event were particularly eye-catching, and at a price of RMB 4 million, the Real Madrid superstar “Confidence, Believe a Partner” advertisement was photographed. "It's core content is in line with the spirit of the World Cup, so the price/performance ratio is high." I am able to say strategic marketing director Tang Yufei.

However, only a strong advertising bombing, and no criss-crossing network cooperation on the ground still fails to achieve its goal. Unlike most businesses who "severe out" or "extort the single-wood bridge" in the CCTV live segment, "Haier" and "seven wolves" quietly started cooperative marketing and committed to the terminal to maximize sales. "September Wolf" clearly understands that competition among enterprises is shifting toward the terminal.

The cooperation between "Seven Septwolves" and "Haier" includes the interaction of terminal promotions and the interaction of some advertising resources. "This kind of interaction not only increases the gold content of the 'Seven Wolf' brand, but also plays a role in the linkage of product sales," said Zhang Qing. This kind of intercommunication makes Haier's 1000 color TVs have the English logo SEPIWOLVES of “Seven wolves”.

"Pure" believes that the world's highest marketing philosophy is: 100% of the marketing is done within the company.

Zhang Qing believes that "in pure terms" loses its opponents strategically and tactically. Strategically, it carries out sports marketing with typical speculation and clinging psychology. On the other hand, tactically, business owners care only about their own brands. Appeared in the advertising period of the World Cup, but the advertising content is done, they do not pay attention to whether the World Cup has relevance.

The sniper's first move is stronger

The concept of "purity" advertising is firstly ambiguous, and the lack of terminal strength directly leads to the success of other brands' sneak attacks.

According to Hu Jianqiu, Brand Director of “Metters Bonwi” told reporters that “I love the World Cup” attracts attention with the features of long duration, good reputation, and easy-to-recognize columns in its rich variety of program resources. "Bonwe" hopes to seize the consumers' mental resources through integration with this column of resources.

"Meters Bonwe" borrowed the "I love the World Cup" logo, launched eight "I love the World Cup" T-shirt, invited brand image spokesman Jay Chou interpretation of "I love the World Cup" print ads. At the same time, its product labels, in-store posters, football souvenirs, etc. are placed on the subway, network, magazines and other carriers to display advertising, embodying the “Metters BONWAY-CCTV-5 I Love World Cup” joint logo, which is formed among consumers. Strongly suggestive.

In all the stores of “Metters Bonwe”, a strong World Cup atmosphere was created.

Hu Jianqiu believes that this integrated use of resources has a positive effect on brands. At present, "Meters Bonwe" recognizes this kind of interaction and cooperation because it has an immediate effect on sales. It only sold hundreds of thousands of T-shirts during the "May 1st" period.

Marketing expert Cheng Shaoshan pointed out that many domestic brands are somewhat "independent portal". We must know that the proportion of sponsorships for major sports events in the world is 1:3. That is, if companies spend 10 million yuan on sponsorship, they will need to spend 30 million yuan on publicity fees for notification and dissemination.

More and more sponsors are willing to pay big price to "join" the four-year "carnival month", with the attention of hundreds of millions of fans, the CPM (thousands of people cost) favored by business owners will be minimized.

He frankly stated that FIFA's authorization to companies is not what companies want to do. At the beginning, "Imperialism" also planned the layout of the atmosphere that had a strong impact on the sales of shops, but later voluntarily gave up. Xu Quan explained that the first is that it cannot interfere with the inertia of our normal clothing market, and it will create unnecessary illusions for consumers.

This summer has passed. It is like the Brazilian team. The sense of honor has allowed the “purity” to affect the footwork in the fall and winter.