The Winter Olympics, which opened during the Spring Festival, can be described as taking advantage of the time and place, and gaining great attention. Various companies are also doing their best to contribute money, hoping to take advantage of the "momentum" of the Winter Olympics to gain higher popularity.
As a media focusing on the decoration and building materials and home furnishing industry, Sanju Channel naturally pays special attention to which home furnishing brands have performed well in this Winter Olympics.
According to official data, there are 5 home furnishing companies that have reached cooperation/sponsorship relationships with the Beijing Winter Olympics. They are: Three Trees was selected as the "Official Exclusive Supplier of the Beijing 2022 Winter Olympics", and Qisheng Technology, Temple of Heaven Furniture, Nobel Tiles and Dongpeng Tiles were selected as the "Official Suppliers of the Beijing 2022 Winter Olympics".
Here take the three trees as an example, to give everyone a pickpocket to become a supplier, how they empower the brand, a series of take advantage of the marketing.
First of all, as the exclusive supplier of official paint for the Beijing 2022 Winter Olympic and Paralympic Winter Games, Sankeshu completed the Winter Olympic Project with high quality, formed a special technical team for the Winter Olympics Project, conducted many field surveys, and specially customized the interior wall coating system solution of "full line of net taste" for the characteristics of the high and cold of the event venues, which is environmentally friendly, green and efficient. Just as the so-called "just talk does not practice false style", "soldiers and horses do not move grain and grass first".
Secondly, where this kind of "air force" brand sponsorship behavior, it must be matched by the landing marketing of "ground troops", otherwise the power will be greatly reduced. Sankeshu is certainly familiar with this, and they have signed up with Winter Olympic champion Wu Dajing, Chinese freestyle skier Gu Ailing and China's national short track speed skating team, supplemented by a series of online and offline integrated marketing programs, effectively promoting a significant increase in the company's retail performance in 2021. In particular, this time Wu Dajing won the first gold medal and Gu Ailing won the gold medal with almost perfect movements, which will undoubtedly greatly enhance the company's brand image and reputation.
Once upon a time, for the marketing of the Olympic Games, many sponsoring companies only used as brand IP endorsements, which could be marked with the five-ring logo on product promotion and enhanced their strength when showing to customers. Of course, this can enhance the influence of the brand, but it is far from enough, today's Olympic Games for the brand is not only a traffic entrance that can earn enough eyeballs, but an opportunity to enhance the height of the brand in all aspects.
Therefore, at this stage, as the "red flower" of the Olympic sponsor, it needs a large cluster of "green leaves" to cooperate, so as to have sustained vitality, thus causing the topic to ferment again and again, running through every communication of the brand and every marketing activity of the enterprise. Only by looking at the conversion from the sales data can you become the winner of the sponsorship campaign. If it is just a simple opportunity, it is no longer possible to bring more value to the brand and attract the attention of consumers.
To inspire sustained consumer attention and greater enthusiasm, it is also necessary to have the power of spirit. Like everyone watching the Games so enthusiastically, most people do not look at the skills and rules of the competition, but feel a fighting spirit that does not accept defeat.
For brands, consumer enthusiasm is obviously more due to people, events, and products.
So we saw that Mr. Hong Jie, chairman of Sankeshu, served as the torchbearer of the Winter Olympics, so that the founder's IP and the brand's IP formed a synergy, and the effect was better.
The key is also bright in the back - as the three trees for three consecutive years "sell crown" Wang Desheng, chairman of Anhui Kaicheng Construction Engineering Co., Ltd., also participated in the transmission of the Winter Olympic flame. Internally, it has played a huge benchmarking and motivating role for all dealers and marketers; at the same time, for the outside, it has also conveyed the brand culture of "always striving for the first and making dreams come true" to consumers, which has aroused emotional resonance.
With these, for a marketing of the brand, it seems that it is possible to hand over the score, but the three trees do not forget to do it seriously.
It should be known that this Year's Beijing Winter Olympics has set a new benchmark for sustainable development that adheres to green and low-carbon standards for international events. In the history of the Olympic Games, the Beijing Winter Olympics for the first time achieved full coverage of all venues "green electricity", four venues for the first time applied the world's most advanced carbon dioxide ice technology, and the new venues have obtained Samsung green building design logos.
Obviously, the core of the three trees passed on at this event should not be products and brands, but the concept of green ecology and sustainable development.
Through relevant reports, we can see that Sankeshu has determined the corporate mission of "making the home healthier and making the city more beautiful" in line with the "green" Olympic concept of the Beijing 2022 Winter Olympics, and together with the Beijing Winter Olympics, it has awakened the awareness of environmental protection of the whole people, promoted the realization of "establishing a heaven and earth, green all over the world", adhered to ecological priorities, maintained green and low-carbon, and let the beautiful Chinese background last forever.
I hope that home building materials companies can get some inspiration from the rhythm of three trees that stand out from this marketing.
In addition to these, the Three Houses Channel also wants to ruthlessly remind that sponsoring the Olympic Games requires a lot of silver, haha, don't say anything, roll up your sleeves and earn it.
Author of this article / time victory