Keywords: cigarette brand cigarettes Olympic Rideshare Olympic marketing marketing branding of the Beijing 2008 Olympic Games and the Olympic movement caused by heat, no doubt for the China brand provides a golden opportunity, the Chinese enterprises take the express train "Olympic marketing", its significance of major natural self-evident.
However, as a cigarette brand, and the "Olympic" seems to be a natural born. BOCOG officials made clear that, in addition to alcohol, cigarettes etc are not suitable for the Olympic Games Sponsorship gate, other industry can become a potential vendor categories.
Olympic sponsorship for cigarettes from the gate shut the "bomb", cigarettes seem to really say goodbye with the Olympic Games.
However, God closes a door, but as you open another window.
If you discover that the window is "non-Olympic marketing" cigarettes by "non-Olympic marketing", you can still climb relatives and the Olympic Games.
First, does not care about elite athletes, only concerned about grassroots smokers
General enterprises of the "Olympic marketing", forms are generally speaking or events sponsored by the stars and so on, all the scenes, in the face.
As cigarettes, congenital features determine themselves cannot be used with Olympic stars, that being the case, why don't we give them, jump out of the traditional thinking, choose the closest to our regular smokers for marketing.
With the "blog" overnight, "red" network Internet superstar movement and the "Super girl" and other TV reality shows hit, China is currently a popular entertainment fashion, that is, the civilian population of what we call "grassroots culture".
"Grassroots culture" is the civilian culture, popular culture, non-elitist culture, not yielding to the elite of the performance of the monopoly, the resource is little joy. "Grassroots culture" respected civilian hero, grassroots heroes.
Because of this "grassroots culture" of epidemic, many Chinese brands have started a "grassroots marketing": that is, and ordinary consumers begin more in-depth, close to the communication and dissemination.
Snowflake beer made non-Olympic marketing ", snow beer gave up the sport elite, and the tournament's 12th player — the fans to the foreground, the grass-roots economy market changes, and with the current social concern organic combination of sports activities, deep digging a consumer demand, subtly expresses the aspiration of the brand.
In commercials in the snow, a group of passionate rising man for Olympic and applaud to one man as representative, has taken a narrative, Olympic champion, is also the voice of the beer lovers: "no one sponsor my shoes, I can run very fast, jump is not high, but I also not easy, this competition, we will ..."
Advertising film and Olympic-related events in the Olympics this great era will grab headlines, not to mention here show the crowd simply sit in front of a true portrayal of some viewers, but also let their target consumer group there is a feeling of closeness. To participate in a slogan that consumers have a strong feeling of being interested in large-scale events, be concerned about is always ride in the playground sport athletes, but here the game status is also the audience increases, no one does not like the feeling of being valued, snow adhering to put consumers in the first place.
In the face of grassroots cultural phenomenon was in full swing, the cigarette brand was once China chose silence.
Cigarette brand, is also concerned about the "grass roots" smokers, show their emotions in life and love for sports and persistent, or you can tap the hearts of smokers in their values and for the understanding of life?
Cigarettes after all is a kind of affective consumer goods, and communication between the consumer and establish a good brand relationship is extremely important.
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