The four-year Olympic Games will start in London. It is not only the athletes who are busy, but also the home market has begun to warm up in advance, ready to take advantage of the Olympics' "Dongfeng" to create new achievements. In the home industry and sports, what kind of sparks can be wiped out in the two industries that seem to be out of bounds? Recently, the author visited major home stores and related experts.
Brand home all the tricks
The primary form of promoting "Olympic marketing" in the home industry is to carry out the "London watching the Olympics" sweepstakes. Actually, the home has already launched the “buy furniture for London parent-child tour†during the Qingming small holiday promotion. During the "May 1st" period, the "I'll thank you" anniversary celebrations held at the 13th anniversary celebration of TATA wooden doors (decoration renderings) also took the lucky draw for winning the London Olympics. In addition, Wrigley launched the "Bright Arrows and Men's Basketball" raffle, lucky consumers Wrigley will send them to London to watch the Olympic Games, cheering for the men's basketball team.
In June, several brand homes also launched different forms of “Olympic Marketingâ€: Gujia Home Products officially entered the Training Bureau of the State Sports General Administration, and officially entered its national sports in the sofa (renovation effect map) and soft bed (renovation effect map) products. The General Administration Training Bureau has become a special product for athletes' apartments, athlete training halls and training institutes for physiotherapy and rehabilitation institutions, preparing athletes for the London Olympics. The brand of Hao Laike wardrobe (decoration rendering) held the launching ceremony of "Olympic Morning News". The "Olympic Morning News" program has enabled the people of the country to understand the Olympic information in a timely and comprehensive manner. All-Friends Home signed a national water sports center to help the London Olympics. In addition, Chengdu Quanyou Furniture Co., Ltd. officially signed a contract with the National Aquatic Center.
Leveraging sports marketing to learn
What is the effect of Olympic marketing? What is the impact on the brand's influence? In this regard, Xiao Bian interviewed the home improvement industry, the first to open the "sports marketing" strategy, the deputy director of the operation of the Fengfeng Decoration Group, Shi Shifeng, he believes: home The promotion of Olympic marketing by building materials enterprises has a certain driving effect on promoting the influence of brands, because sports represent vitality, health and positive. However, when doing sports marketing, it must be consistent with its own brand characteristics. In terms of the peak of employment, sponsoring the China Tennis Open last year is also considering that the consumer group of tennis matches the consumer group of the brand. In order to achieve better marketing results.
Some stores "cold processing"
After visiting some home stores, Xiaobian found that some of the stores did not carry out special promotions during the "Olympic Games", such as: Lan Jingli, Baiqiang International Home, Red Star Macalline. Fu Nanzhi, director of the Top 100 International Home Brand Center, said: “The 'Olympic' sponsorship activities are relatively 'in the air' and have not been “falling in the airâ€. The investment is not directly reflected in the performance.†The top 100 is more eager to directly stimulate consumption and improve performance. "Floating" promotions, such as: individual product specials, sample 30% off, spike activities, auctions, buy gifts, etc., to more consumers with direct discounts and preferential measures.
Expert: It is good to do more sports in the store.
Liu Chen, secretary-general of the Nanjing Market Association Home Market Branch, said: "Olympic marketing is just a means of promotion, a kind of feedback to consumers, and there is not much difference with other promotion methods." For the first half of this year, home stores And various promotional activities of the business, such as blasting marketing, president signing, Liu Chen, Secretary-General expressed support. “The home store vigorously carries out various marketing activities, actively launching the market and stimulating consumption, which is good for the store and the regional economy. In addition, Secretary-General Liu Chen also stressed that "doing more exercise is a good thing, but it must be standardized."
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