58 innovative plans for marketing

Chapter 38 Brand Planning (2)
Olympic marketing is not simply financial and material support, but based on a deep understanding of the laws of the Olympic movement, accurate positioning of advertising and the combination of it, to make a series of results that satisfy both the enterprise and consumers, and the process can demonstrate wisdom. .Li Guirong, chairman of Tsingtao Brewery Co., Ltd., believes that the key to doing a good job in Olympic marketing and raising the height of advertising lies in the combination of advertising culture and sports culture.Therefore, when enterprises choose to sponsor sports events, they should dig deep into the matching points between event activities, corporate image and advertising image, and at the same time rely on sports events to realize the organic integration of sports culture, advertising image and corporate culture; The purpose of delivering products, advertising appeals and corporate information to consumers at close range. In 2006, Tsingtao Brewery formulated a detailed Olympic marketing plan, which included multiple sports events. Tsingtao Brewery called these individual sports events "pearls". A beautiful necklace.Since this plan involves many projects and takes a long time, it can be said that it is like a marathon for Olympic marketing.Through this marathon, Tsingtao Brewery is determined to become the best performer in spreading the Olympic spirit among all Olympic sponsors.

Tsingtao Brewery has chosen a correct path for its own positioning in the process of becoming an Olympic sponsor. The so-called correct path has two factors that work together. old". "Pushing new" means that Tsingtao Brewery put forward the concept of "Olympic Citizen" in terms of positioning. Jin Zhiguo, President of Tsingtao Brewery Co., Ltd. said: "To promote the Olympic Games for all, Tsingtao Brewery is willing to be an Olympic citizen." It is very innovative. Personalizing Tsingtao Beer and placing it on the same social status as the consumer group can greatly increase consumer awareness and enhance the company's brand image.

"Abandoning the old" means that Tsingtao Brewery did not focus on the century-old history in the promotion process, but emphasized "passion" and "vitality", successfully hiding the heavy sense of history behind the youthful product image , in line with the fighting spirit of the Olympic Games and competition, more aggressive and hopeful.

Through the case of Tsingtao Brewery, we can easily see that Tsingtao Brewery has repositioned its brand image by sponsoring the Olympic Games, so that the Tsingtao Brewery brand can better reflect the spirit of the times.

Skillful touch
Every brand has a brand image in the market.Brand image means all the emotional and aesthetic qualities that people associate with a brand.The brand image attaches illusory images, personalities and symbols to the product, making people have different feelings and emotions for the same thing, which is the psychological basis for the brand image to function.To establish a brand image, it is necessary to select and create a suitable advertising image for the brand, which can express the brand's characteristics and personality, and can be accepted by consumers.From the perspective of advertising practice, the selection and creation of advertising images can be as follows:

1. Appropriate models.Such as the "Marlboro" cigarette advertisement that deeply imprinted the image of "Western Cowboy" in the mind.

2. Trademark characters.Leo Burnett's fictional "Green Giant" character for Green Giant's Peas in 1935 is also a very successful brand image.

3. Anthropomorphic animal cartoon images.British Hofmeister beer is targeting young beer drinkers in its advertising planning. In order to meet the self-identification needs of young people and reflect the characteristics and aspirations of young drinkers, they created a chic and smart George Bear in their creativity. image.

4. Celebrity image.Photos of film stars are inserted in the printed advertisements of Lux soap, thus establishing the image of "Lux soap, the soap used by international movie stars".

5. The image of ordinary people.A French advertising company once invited an 80-year-old laundry lady to act as the protagonist of a washing machine advertisement. Soon after the broadcast, the old lady became a big star, and the sales of this brand of washing machines also rose from the fourth place in the country to the second.

thinking innovation
Brand image strategy is an important school in the theory of advertising creative strategy. Under the influence of this strategy, a large number of excellent and successful advertisements have appeared.

Ogilvy believes that for those products with little difference between each other (such as cigarettes, beer, etc.), it is difficult to adopt the USP law in advertising strategies, as well as other advertising strategies based on product differences. Performance conversion issues in advertising performance strategies.How to convert?Ogilvy believes that this transformation problem can be well solved by transforming the expression of product differences into the expression of brand image.This leads to the brand image strategy.

Adopting this strategy is to establish a brand image, cultivate product prestige, and enable consumers to maintain long-term recognition and favor of the brand, so that advertising products can establish a superior position among many competing brands.

Practical points
The basic points of brand image strategy are:

Serving the brand is the main goal of advertising.Advertising is to try to make the brand have and maintain a high-profile brand image.

Any advertisement is a long-term investment in the brand.From a long-term point of view, advertisements must strive to maintain a good brand image without sacrificing the focus of short-term benefits.

As the difference between similar products decreases and the homogeneity between brands increases, consumers will use less rationality when choosing brands.Therefore, it is more important to portray the image of the brand than to emphasize the specific functional characteristics of the product.

What consumers pursue when purchasing is "substantial interests + psychological interests". For some consumer groups, advertising should pay special attention to using images to satisfy their psychological needs.Since brand image is a concept between products and enterprises, because it includes both the promise of product characteristics and the penetration of corporate image, since brand image includes these two aspects, the use of brand image strategy must be based on Based on the analysis of products and corporate image, the extension and promotion of brand image must also be consistent with corporate image. Only in this way can brand image contain promise, embody prestige, generate trust, and achieve specific advertising purposes.

Scene reconstruction
1. Scenarios
Compared with Lenovo and other new players, Coca-Cola, Samsung and other top global sponsors of the Olympic Games have put a lot of effort into the 2008 Beijing Olympic Games. What they value is the improvement of brand value.

With the help of the brand miracle created by the Olympic Games, I have to say South Korea's Samsung Electronics. In 2000, Samsung spent 5000 million US dollars to become the top sponsor of the Sydney Olympic Games, and later increased it to 2 million US dollars. After that, Samsung did not miss the Athens Olympic Games and Turin Winter Olympics.Just by sponsoring the 2000 Sydney Olympic Games, Samsung's brand awareness increased from 5% to 16.2%. Samsung has also changed from a small company that produced black and white TVs for Sanyo to a world-leading well-known brand.For this Olympic Games, Samsung also hopes to use more investment in exchange for huge returns.Quan Guixian, global vice president of Samsung Electronics, said that Samsung believes that the Beijing Olympic Games is the largest Olympic Games (in history) and provides the largest commercial platform. We have decided to give the largest investment this time.

According to reports, the entry fee of the world's top sponsors of the Olympic Games has risen from US$1985 million in 400 to US$6500 million in the sixth period. For Coca-Cola, continuous investment has brought about brand consolidation. For the Beijing Olympic Games, they put all their support into the "Green Olympics" activities.Coca-Cola Global Vice President Peter Franklin said: "We will do a lot of social welfare projects. As an Olympic partner, we have been doing this for a long time. We are now doing a green Olympic project to save every bucket of water."

Question: Regarding the Beijing 2008 Olympic Games, why did Coca-Cola put all its energy on the "Green Olympics" activities.

2. Role simulation
Suppose you are an Olympic sponsor, how do you use this opportunity to enhance your brand image?

3. Thinking Enlightenment
By studying this section, talk about your understanding of event marketing?
4. Physical training games
Props: some paper, some pens.

Number of participants: 8 people.

Method: 8 people were divided into two groups, 4 people in each group.Set a specific scene, and the two groups write a brand image planning plan for a designated brand.

Rules: Which group's plan is perfect and feasible within the specified time, which group wins.The time is 60 minutes.

Purpose: Through the game, cultivate the ability of the game participants to plan the brand image.

5. Improve plan
Reference answer

1. Situational case: The answer is omitted.

2. Role simulation: The answer is omitted.

3. Thinking Enlightenment Answer ideas: Event marketing is a very popular means of public relations communication and marketing at home and abroad in recent years.Event marketing aims to increase the popularity and reputation of enterprises or products, establish a good brand image, and ultimately promote the sales of products or services through "taking advantage" and "creating momentum".

The so-called motivating means that enterprises attract the interest and attention of the media, social groups and consumers by planning, organizing and producing newsworthy events.

By cooperating with relevant media, enterprises publish a large number of soft articles introducing and promoting their products or services, and spread themselves in a rational way.Regarding this point, many domestic enterprises have paid attention to its power, and such soft publicity articles have now appeared in various corresponding media on a large scale and even in a large format.Olympic Garden is constantly writing articles in major newspapers and periodicals across the country to promote its sales proposition of "sports is at your doorstep".

Classic look back
Procter & Gamble (China) Co., Ltd. decided to carry out a series of activities in Beijing in July 1997 after the success of the Sassoon brand trial sales activity launched in September 9 in order to promote this famous brand to the whole country.Edelman International PR Company is entrusted by Procter & Gamble (China) Co., Ltd. to be responsible for the public relations activities of Procter & Gamble (China) Co., Ltd. Sassoon brand national promotion.

After Edelman Public Relations conducted a survey on the Sassoon brand, it negotiated with Procter & Gamble (China) Co., Ltd. and decided to hold a promotional activity in July 1998.These groups include professional hair stylists, retailers, government authorities (China Beauty and Hairdressing Association), media and consumers.The goal of this activity is to establish the expert status of "Sassoon Hairdressing Academy" in the world's hairdressing and hair care industry, become a reliable authority in China's hairdressing industry, and arouse the passion of the target group and interest in trying Sassoon products.

The Sassoon brand national promotion activity has been planned since 1998. The working group members include Procter & Gamble Brand Business Department and Public Affairs Department, Edelman International Public Relations Company and Sassoon London Office.The main task undertaken by Edelman PR in this event is to plan promotional activities and coordinate the content of the entire project, formulate and implement various activities for various target groups.

In order to let Chinese consumers understand and be familiar with the actual situation of Sassoon London Hairdressing School and Academy, Edelman Public Relations Company organized 9 representative domestic media to visit and communicate with Sassoon UK headquarters, and provided the media with a comprehensive history of Sassoon and its branding information.The activity of organizing journalists to visit the Sassoon headquarters was very successful.This enabled them to expand their understanding of the Sassoon brand, not only familiar with its products, but also familiar with its history and its authoritative position in the global hairdressing industry.This understanding provides a solid foundation for in-depth and comprehensive coverage of the entire event.To provide background to the media, Edelman sent them a press release on the preparations for the event in May and June.The number of press releases published before the event reached about 40, and Edelman PR was also responsible for arranging exclusive interviews with Hong Kong media and a group of selected international reporters based in Beijing.In addition, Edelman sent press materials to the media in eight other provinces and cities.In order to allow reporters to have an in-depth understanding of Sassoon Hairdressing Agency and Procter & Gamble (China) Co., Ltd., Edelman Public Relations Company invited, organized and arranged more than 60 news agencies to conduct exclusive interviews with the Sassoon couple, other Sassoon hair stylists and even the executives of Procter & Gamble. or group interviews.

Edelman PR invited more than 150 journalists for this event, including 28 journalists from 56 foreign media who came to Beijing to participate in the Sassoon event.In terms of the number of invited media and geographical distribution, this is the largest public relations campaign in the history of Edelman PR.

Edelman PR has done a lot of organizational work for the press conference on national promotion of the Sassoon brand, such as drawing up a list of media, contacting foreign media and sending invitation letters and news materials to them. People and Sassoon's London working group briefed on the situation and tracked national media reports.

Videography and photography play a key role in this event, which is directly related to reports on Sassoon's hairstyle performances and new products.Edelman PR worked with the camera crew overnight on July 7 to compile tapes and photos for distribution to the media at the event the next day.

The China Hairdressing and Beauty Association is a quasi-governmental organization that represents the country's state-run hair salon system.In order to strengthen mutual understanding and mutual assistance, Edelman PR arranged an informal meeting for Procter & Gamble (China) Co., Ltd., the Sassoon couple and the main Sassoon hair stylists. Both Procter & Gamble and Sassoon expressed that they would contribute to the Chinese hairdressing industry .

In order to teach Sassoon's professional hairdressing skills to Chinese hairstylists, Edelman PR specially invited Sassoon's professional hairstylists to give a hair demonstration to more than 400 Chinese hairstylists, including on-site hair cutting and hair dyeing, etc. With strong technical guidance, the response is very good, which has laid a solid foundation for the spread and development of Sassoon brand in China's hairdressing industry.

此次从5月份延续至8月份的沙宣品牌推广活动的效果及媒体的反应异常出色。截至当年8月31日，各电视节目的总播放时间超过4小时，播放单位达33家；来自文字刊物的报道达140余篇。此外，中国国际航空公司还指定此次活动的沙宣发型展示为国内外航班娱乐录像节目，在共计3000余次的国内外班次上播放。

According to the national shampoo brand survey report in October 1998, Sassoon brand quickly ranked among the top five hair care brands in China in just three months, and established its fashionable and professional hair care brand image in China.

It can be concluded from the case that Edelman PR's brand management promotion for Sassoon was very successful.

Skillful touch
The foundation of brand management includes ideological foundation, management foundation and product foundation.

The ideological basis, that is, the brand concept and awareness that an enterprise should have, is the foundation of implementing brand management.Brand management is not only a theory, but also a method system, but more importantly, it is a ideology system. Without this kind of ideology, it is absolutely impossible to establish a truly excellent brand.It is related to whether the brand management can be in place, and guides the brand awareness of all employees of the enterprise, and plays a key role in the behavior of the entire enterprise. Only when the brand idea is thoroughly implemented in the entire enterprise can it fundamentally drive the healthy development of the brand.

Management is the guarantee for the establishment of an excellent brand, and it builds the implementation framework for the establishment of the brand.The content of the brand is very rich and involves the effective use of various resources. Therefore, it is necessary to fully plan the implementation of the brand strategy, and provide a specification in terms of organizational form and execution method, so that the brand strategy of the enterprise can be correctly implemented. Execution, so as to ensure the realization of brand value.

The product is the carrier of the brand, and it is the basis for the survival of the brand.The brand is the core value of the product, which represents the advanced form of the product.An excellent brand must rely on excellent products to maintain its value, because the product represents the needs of consumers, and only when the product is accepted by consumers will the value of the brand accumulate in the minds of consumers.Otherwise, without this carrier, the brand will not survive.Only when the product fully meets the needs of consumers can the brand exert its strong and lasting power.

thinking innovation
Brand management is very important to achieve the interaction between the brand and consumers, and its focus is to pay close attention to the benefits consumers get from the brand, as well as their attitudes and changes towards the brand.Through this kind of attention, we can grasp the development dynamics of the brand, such as whether consumers can successfully obtain the brand, the degree of awareness of the brand, whether the benefits provided by the brand meet consumer demand, the degree of change in brand awareness, etc., so as to maintain the brand. healthy growth.

Practical points
There are three main types of strategic planning for brand management:

1. Brand planning strategy.What needs to be solved in planning is what means and when to achieve the brand's established goals, how to determine the development steps of the brand, how to measure the asset value of the brand, how to maintain the sound development of the brand, and how to ensure the effective implementation of the strategy, etc. Wait.A very clear and definite strategic plan must be made for these issues, so as to ensure the realization of brand value.

(End of this chapter)