体育营销外文文献及翻译 第4页
Brand said the exposure may deeper impression on the people of Liu Xiang. In the gold medal in the third day of the next day, the major media kept repeating Liu Xiang's gold medal in a flash, His feet is the magic of Nike shoes meticulously prepared. Brand exposure Nike is all a small part of, and the athletes to maintain long-term links it is much more important.
Athletes perfect planning case
Nike, Inc., the public relations manager WAN Lap yuan in the original Nike headquarters, she said that Headquarters Building, 16 the world's best athletes are named. Office building to display in the lobby of a famous sports star photos and trophies; Link completed in the gallery walls hung Lane countries signed Nike athletes copper sculptures and brief life ... "Each of the visitors feel proud of these sports is a part of their life. You frequently see the stars taking office building move, they told the staff at the same restaurant meals; the same gym Campaign like family. no staff ask them to sign. "she laughs.
Nike sports marketing staff of the Ministry of yet extensively in various training sites, and the athletes are anxious to live together. This is the ability to know Nike can be an important cause of excellence. Li Tong has been the signing of Nike athletes, because Liu Xiang is the same door older, and Liu Xiang, have linked long time ago. Li Tong's recommendation, coupled with the actual inspection of Nike, Nike makes Liu Xiang entered the horizon.
May 2004 late, Nike put Michael Johnson to go to China, then Johnson, Liu Xiang, the state of feeling good, So Nike accordance with the facts bold programming. The event from June to begin planning for the end of July to conduct a 原文请找腾讯752018766辣-文^论^文.网
http://www.751com.cn to Athens ten days before the advertisements started running. Apart from advertising, Nike Sina also in the design of Liu Xiang's news center, Liu Xiang, a gold medal after 30 million people up here Liu Xiang's every move. While other companies are planned to invite Liu Xiang of hers, Nike has already been in the country for the first time provide a comprehensive understanding of the audience Liu Xiang platform. Nike and the Greater China market Director al, and this is just the opening chapter of Liu Xiang. "Our long-term goal is to enable Liu Xiang in 2008 to convey a Nike representative voice. We are planning this four years Let them when emerging Liu Xiang, he is not a professional football player, The players can win the league months. Nike must use the appropriate point in time for his appearance. but whenever there is a different story. "
Nike and the athletes closely linked to the classic when Jordan said, from 1985 to date has signed 20 years. Jordan shoes have been developed to the "18 generation", the Nike Jordan to go to China again for the Champions League high school presentation. Jordan hers Nike products, to convey to children the concept of basketball star, to encourage children to enhance their longing for basketball. In fact, many companies also sponsor Jordan, and the consumers are very natural to put Jordan and Nike minds. Al said that in 10 years of Nike have an important experience, sports, business needs time. "Sports is the nature of business sentiment is that people are excited about the excitement of sadness and joy, and cultivating emotional like dating, need accumulation. Many sponsors were short-term, and such an effect is almost zero, because consumers are very forgetful. If enterprises selected their image associated with the campaign, should serve as a long-term investment. "For example, the company is now being done," celebrity training hall "is the year before the Olympics invited the World Champions China to teach, for the Chinese athletes to provide guidance, not only was the technical level, but also psychological preparation Championship level. This is to maximize the use of the company's existing resources.
Five seconds outside the connotation
A girl in the school cafeteria, Lane bought a cake, so she voted discus throw moves put dishes thrown out, then a bite of the hands of the remaining cake. This is the latest Nike produced five seconds a series of ads "at any time" in a fragment This series of ads in Chengdu Advertising Festival, won the audience award. Nike and many generous, the cost of advertising is very low, the background story is the day-to-day student learning and living in a place want to convey the concept is : campaign has been integrated into your life. 5 seconds advertisement means what? Other enterprises tend to their own image, shouted slogans and even a repeat three times, and Nike has told a story. Nike know, the consumer a slogan or a logo not have any feeling that has nothing to do with their own.
Nike brand manager Xu Ying work in the company for three years. On the brand strategy, she has stressed that Nike is in the creation of a culture and to lead. Nike so proud of her shoes created the culture. Xu Ying said that three years ago, China had no shoes culture. China is a national costumes, people are always a pair of shoes mix of a wide variety of clothes, shoes few choices. Nike shoes and create a culture of secret election is the right person to do the right thing. At that time, a group returned from abroad to the child likes to do some things underground. Nike on with them for them in China an opportunity to show off. Nike shoes and promote the culture of another secret is to make full use of the network, Sina has a shoe talk (I am mad for shoes) forum that online can be described in the above story of the shoes, Any brand of shoes can be discussed.
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