Danson's attention caused Bennett to stop before he could turn around, and he spoke smoothly.
"You should take a look at Twitter and other social networking platforms. Gao Wen is on the hot search list again. I don't have complete statistics, but he is on the hot search list in at least 12 countries and regions."
Bennett only used one sentence to attract the attention of the entire conference room——
Perhaps everyone is responsible for different positions and different areas, but there is no doubt that Gao Wen has been the hottest name in the past year.
Danson didn't make a fuss. A hot search list was not a big deal. He was more concerned about the situation behind the hot search, "Is there anything in Gawain's place?"
Bennett gave a slight reminder, "This jersey event."
Danson raised his chin slightly to show his understanding, "First tennis jersey event?"
Bennett nodded in affirmation, "The final grand prize of the jersey event was to draw a fan to travel to Paris for three days and two nights. The fan we drew in the end was a bit special, so the planning team just went with the flow and arranged a fan at Roland Garros.
Special events to create some topics.”
"Right now, Gao Wen and that young fan are playing a practice match at Roland Garros, and then the matter became a hot topic."
There was a hint of interest in Dansen's eyes——
Objectively speaking, there are hot searches for tennis items, but they are not that frequent. Overall, the popularity is still not comparable to those of the top popular sports; but now, Gao Wen just interacted with the fans, and he actually collected it.
With so much attention, it continues to be popular.
Danson leaned forward slightly, "What is the specific reason?"
This stumped Bennett. He was not in the marketing department and did not understand marketing or analysis. He could see hot searches but could not see the reasons behind them.
But Bennett was able to sit in his current position, and he is not a rookie who doesn’t know anything. “Judging from the hot searches, it should be that the event was particularly effective. People passing by the scene started taking photos and videos. You can feel it from those videos.”
, the atmosphere at the scene was particularly good, but the specific reasons behind it still need to be understood in depth."
Danson was not satisfied with this answer, but he also understood the meaning of Bennett's words:
This is not his specialty.
Therefore, Dansen did not continue to ask questions, but began to think about it with interest.
In fact, they have been doing similar fan feedback activities, and do it persistently, because this is an integral part of building a brand image——
For example, players go to the ward to visit seriously ill or terminally ill children.
For example, players go to civilian communities to interact and play with children.
For example, ordinary spectators are invited to participate in exhibition games.
Etc., etc.
These activities, whether they are business cooperation or charity projects, from the perspective of the brand side, are just money without any benefits at all; but they must be done, and they must be done every once in a while to "give back", so that they can be in the community.
Establish a firm foothold and shape the brand's image.
Moreover, the thorny problem is that they need publicity, otherwise no one will know if they do it secretly, right? This is absolutely not possible; at the same time, they cannot make a big deal, otherwise they will lose the meaning of the event itself and turn it into a performance
Showy, easy to lose favor.
Publicity and promotion often require very, very much attention to the appropriateness.
Gao Wen's "Jersey Campaign" has been tried many times in football, basketball, rugby and other fields. It is no stranger to Nike, but it is the first time in the tennis field.
From the scale of the event to the investment of resources, etc., this is just a small event, which can be regarded as testing the waters. As Nike’s global brand image president, Danson does not need to take care of these events one by one, but this is the first attempt in the field of tennis.
He did know and approved it.
Judging from the feedback information so far, the results of the "Jersey Campaign" have far exceeded expectations, and indeed demonstrated Gao Wen's overall rise in popularity——
Originally, according to market research, they believed that the Chinese market behind Gao Wen had repeatedly exerted its strength, and the main source of jersey sales came from China. Of course, this was also the main purpose of Nike's initial signing of Gao Wen. Now that all the ideas have come true, they naturally
Yes, I am very happy.
But in fact, as Gao Wen continues to progress, his global influence is also rising. In addition to Asia, other regions can also deeply feel Gao Wen's influence, and he is gradually becoming an "idol" in all aspects.
Rising, this is an unexpected discovery.
Then, Roland Garros again?
interesting.
very interesting.
Here, it is necessary to add some background knowledge. Why do we need to emphasize the particularity of Roland Garros?
It is already a surprise that Gao Wen can win such attention in his first appearance at the French Open; but the more reason is that it comes from the picky French fans.
It has been mentioned more than once before that the French audience is difficult to serve, ranking first among the four Grand Slams——
Federer, who is also home in the world, has also been harassed by boos here and lost control of his emotions. In addition, Serena Williams and Sharapova burst into tears on the court, Nadal was booed by the audience, and Djokovic had an argument with the audience.
Incidents such as verbal conflicts and conflicts are all worthy of being recorded in history.
The four Grand Slams can be summarized like this:
The audience at the Australian Open is enthusiastic and extremely noisy, especially when local players compete. The deafening noise throughout the game has become a kind of pollution.
US Open spectators are free and unfocused, and like to interrupt the progress of the game, but often it is not noise, but small distractions such as the trivial sounds of whispers or the flash of mobile phones taking photos.
The Wimbledon audience is perfect, without any "football hooligan" demeanor. They are not only polite but also gentlemen. They can be said to be the most etiquette-observant and most knowledgeable group of fans among the four majors.
As for the French Open audience, they are picky, arrogant and troublesome.
Here, it is concentrated on two points.
First, like the Australian Open, Paris unconditionally supports local players, and it can even be said to be one-sided. It will be a torment for any player to face French players.
And the slightly different thing is that Melbourne mainly cheers for the home players with "Come on", while the French Open mixes two methods, either to support the home players or to boo the away players. The overwhelming boos can be booed.
To the extent that players doubt their lives.
Secondly, the Parisian audience is very picky and troublesome. It is difficult to summarize simply, but they have a core that runs throughout:
Follow the competition.
In other words, they will boo mercilessly anything that affects the progress or excitement of the game, such as misjudgments, medical timeouts, players losing control of their emotions, challenging the referee's decisions, etc.
.
The objects of their boos include, but are not limited to, players, referees, linesmen, ball boys, spectators, and even the host players.
In other words, when your head is hot, you will ignore everything and become aggressive, and your own players will boo as well.
There is no doubt that the Parisian audience is the most discerning and troublesome.
but!
Gao Wen’s fan interaction event at Roland Garros actually became a hot search topic?