Look at the ups and downs of engineering machinery through the world cup marketing need to       

Is the so-called "marketing for the occasion, a good voyage", now the development of construction machinery in the sluggish period, during the world cup this year, construction machinery enterprises in Xugong, led by 31 without a fire. An enterprise, marketing determines the survival or demise of the enterprise.

How much fire does the world cup have? From radio to TV, from newspapers to the Internet, and then to the side of the mouth, it seems everyone is inevitably trapped, online and even ridicule, "now this atmosphere, do not understand football feel shy openings". This situation turned the construction machinery industry, it becomes more and more deserted, especially the May excavator sales data, sharp decline of 30% year on year, people can also realize that share and cool in the summer. In view of this, the construction machinery enterprises is necessary to the world cup by the "fire", borrow the full of passion for the light industry vitality have dizzy spells

An occasion to the world cup giant Yong rushed

As the saying goes, the downturn in the market can only show the means of marketing in the industry the rapid development of smart gold for ten years, as a marketing, without force, and the downturn in the current situation, but want to go upstream, so as to exhaust all the skills. However, marketing is not a brutal bullfight, it can take advantage of the force, 42 dial daughter, with the minimum input to obtain the maximum output.

As everyone knows, in the downturn of the market situation, enterprises want to create hot spots detonated the market, it is difficult to go to the blue sky: no new products, no orders, no performance, how to attract eyeballs? So, not only campaign, occasion, and when it comes to the occasion, now who is better than the very influential world cup?

The world cup is a meat and potatoes, many enterprises have already noticed, so we see, every world cup, the international giants racking his brain to get in, but also because of their large world cup needs more investment, can only squeeze into the threshold that a handful of industry heavyweights, the vast majority of enterprises only at the door again.

From this point of view, the construction machinery enterprises is undoubtedly lucky, because compared to other companies do everything possible to pull with the world cup, cotton, engineering machinery and the World Cup but we have inseparable "blood relationship" -- the engineering machinery equipment is definitely the main World Cup Stadium building. More people "surprise" is the World Cup host, due to various people procrastination, numerous suspects can not be successfully delivered on schedule and venues, begin to pay close attention to the construction process, thus also for engineering machinery and equipment construction brought hitherto unknown high frequency exposure. It's a great honor for China to play a leading role again!

In the world cup, newly built, renovated many football fields, 31, XCMG and other Chinese construction machinery enterprises continue to figure. Brazil city of Cuiaba in the world cup and the Olympic Games venues, XCMG products dominated the field of construction machinery; and in the capital of Brasilia's World Cup National Stadium (the Maracana Stadium) and the city of Cuiaba's Pantanal World Cup Stadium renovation project, every corner, Sany is active in the construction site according to the the World Cup Stadium, a total of 12 seats, 31 cranes are involved in 8 base construction project.

Are there more powerful advertising themes than that? Are there any hotter events than this? When the lights come together spontaneously, enterprises also need to do what? Just a little push in the back.

Of course, for the engineering machinery enterprises, the vast majority of missed participation in World Cup stadiums, but all roads lead to Rome, and the world cup standards not only in this way, as long as the heart, there is every chance from the world cup economy a slice, is willing to do business.

Many enterprises in the industry are brewing around the world cup for the majority of users to carry out a variety of related activities, with the enthusiasm of the world cup to deepen brand influence, but from the scale of activities, process design, brand fit and other aspects of view, still need to be further excavated.

A good occasion to marketing voyage

Not only the world cup, which can lead to persistent movement of national attention, has always been popular with enterprises, in addition, a variety of hot events are also many marketing master leveraging object, this marketing method is popular among marketing marketing industry in recent years.

The so-called marketing occasion is using influential events, and product related marketing activities, expand enterprise and product visibility and influence, to achieve its objective market marketing. The so-called "riding on the east wind", with the help of influential events, enterprises can be the lowest investment to obtain the most extensive publicity effect.

The core of marketing occasion, is always concerned about and grasp the events or trends, and contact the enterprise products and brands, timely discover and find every opportunity to improve the products and brands, to promptly seize the opportunities available to enterprises, by the "potential" and, to promote enterprise product or brand purpose. With the potential of borrowing, it will also use the "potential" of the current situation, adjust the way and means of enterprise marketing according to the changes of the situation, take the best method, seize the opportunity, play the current situation, and give full play to the biggest effect of borrowing. In order to make full use of the borrowing potential, it is necessary to make further efforts through media, and form a resultant force with the borrowed power, and ultimately play a role in promoting the promotion of enterprise brands or products.

In recent years, with the continuous development of the construction machinery industry, in the increasingly fierce competition, the enterprise marketing method continuously enriched, taking advantage of the marketing is also gradually on the rise, many companies use naturally or half unconsciously in major natural disasters, such as domestic rescue, during NPC and CPPCC major conference, can see through marketing the shadow from the enterprise's external publicity, but the occasion is far from mature, far from perfection.