Concept Corporate Imaging
concept corporate imaging
Plastic Sports Marketing Corporate Image: Playing games
Summer of 2005, Amway Nutrilite health products in the new ad launched a spokesperson the new product? Chinese basketball team player Yi Jianlian men tall. Property, Yi Jianlian in the hands of basketball has become a symbol green, healthy and Nutrilite "The achievements of the health of the future" is the slogan resounding, sonorous, powerful.
Before Yi Fu Mingxia, Tian Liang, Olympic champion Wang Junxia and it is the image of the product spokesperson for Amway, Amway also based on these sports stars, to develop image brand in China and the company's image. As such, Amway has shown that the strategy of the company's marketing, sports marketing has become a business means the test of time.
Shaping the corporate image with sports marketing
1998 order in the state of the Amway pyramid, great challenges. Nutrilite products for the health of this time to raise the important task of improving the image of Amway brand. Nutrilite products in the Chinese market in the first day, combined with the Sport this new industry came together. Needless to say that the relationship between the two passed on to consumers, "health" is metaphorical, but Amway is admitted As the popularity of sports in this sunrise sector, a great enthusiasm for undertaking a chain reaction.
Nutrilite 2001 11 months to become an Olympic sponsor. This market is open preliminary Amway sports, then also became a sports marketing company in the Chinese market, the main marketing strategy. That year, people in television and newspapers for the first time to see the Amway Nutrilite. Olympic diving champion Fu Mingxia became the first spokesperson for Nutrilite. After Tian Liang has been the face of Nutrilite Products spokesman.
Favorites in advertising by the sports star is not unique brand of promotional tools Amway. June 2002, Amway has begun promoting the "race Nutrilite Health Campaign and urged leaders of the Olympic marathon champion Wang Junxia, this activity spread to Guangzhou, Shanghai, Shenyang and Hangzhou, about 20 people attended. After several years has continued without interruption. Amway China Co., Ltd. Marketing Director of Children with Jiang Jian as saying: "Health is running a carnival, in fact, the emphasis is on participation rather than see, this interaction can better interpret the meaning of health. "
Amway Corporation, Nutrilite Products based on the concept of integrated marketing and more sports to promote the sale of products reflect the brand value, which is the health and vitality. Early of September this year, Amway and the United States Basketball Association (NBA) held in China, with the first "Youth NBA" events reach an agreement, which took place in 15 cities around the country for three months of basketball. Meanwhile, partners Amway Nutrilite NBA official market China in these cities also held marketing, has launched the "Amway Nutrilite Family Basketball Skills Challenge" and "Amway Nutrilite Lecture Series Nutrition. "The Yi recently that the voices of Amway, the company may be considered by the Basketball Strength go by the influence natural Amway products can be extended.
Sports marketing is a kind of fashion
Recently, long-haired beauty has always been the image advertising of Rejoice shampoo also concentrate more on celebrities sport. Known as the "Beauty after the frog," said the champion swimmer Luo debut in television advertising.'s Announcement broke a lot of Rejoice shampoo "old rule." Rejoice shampoo celebrities rarely used for advertising, and yet least one sports star that almost did not ask too much. This time not only Rejoice understood the necessity of a long soak in hair care Pool and point of sale, more importantly, to operate Luo "Trust" and "aggressive."
Is power sports stars are different from the actress, who can not rely on the strength and knowledge, rather than artificial false, and its success can move often the widest range of audiences, they focus on the health of the most obvious characteristics of youth, tenacity, perseverance, bravery, courage and confidence, which are often the easiest point of application of persuasive advertising.
The argument The most popular is that sports celebrities with advertising, it is easy to adapt to the need to promote corporate values. Liu Xiang alone, the words: "My heart beats," and in an instant the Baisha Group, whose solid dynamics.
Not surprisingly, most sports stars of revenue comes from advertising. David Beckham launches the ball a year of 600 million euros in turnover but advertising revenue was nearly three times the annual salary! It should be noted that the announcement is not a celebrity marketing sport. Especially in Beijing after a bid to host the 2008 Olympics, many companies take this opportunity to see the great opportunity to promote business development, sports marketing, as traders often take into consideration.
The computer industry present example, said the industry "price of the mark loses its appeal, the concept of fragmented letters," marriage has become an inevitable form sports. In recent years, various sports events continuously, and many international sports competitions have been seized in China. Like sports has the most loyal viewers and supporters, and because sports games are often transmitted through the combination of a wide range of materials, equipment computer equipment, software for network media, the IT industry should support. Try the big names in the industry, therefore, that to win this game behind the game
Sinopec, Haier, Lenovo … … these Chinese companies in the "we" and have now been flag sports marketing. Sinopec to spend 800 million yuan for the change from 2004 to 2006 F-1 race naming rights in China, Lenovo has become a partner IOC World; Haier official title of the basketball team Melbourne Tigers, becoming the first title of Foreign Affairs of the sport club … … This Chinese companies may also be with the international norms of behavior.
"Bait" Liu Chi Xiangfei
Athens before the Olympic Games, Nike, through an international network of companies, predicted that Asia, Liu Xiang, athletics can become a historical figure has therefore decided to advertise during the Olympics Liu. This is a bet on it? Not the case. Nike Products advertising agency, established prior to release gold, silver, bronze version, and the unlicensed version of three print ads. Liu Xiang, regardless of what success in advertising to highlight their strong desire to win and personality is Nike really needs.
Now, make ads for Nike Liu continued. TV Lens
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