At 11:50 in the morning of August 18, Liu Xiang, who was watched by 1.3 billion people, looked up and waited for the gun with his painful facial expression and dragging his right leg. He walked off the runway and quit the game. After "Liu Xiang is finished," QQ, MSN and other voices of doubts appear, "feeling being played", "playing a big joke with the people of the country", "is afraid that you can’t get the front, so use this method. "Whether he wins the championship, it doesn't matter, no one will always win the prize, but he should run it, even if he gives a confession to those who love him." "There is no spirit," and some people shouted. Liu Xiang’s endorsement of stocks is fast.†At this sensitive moment, the old drunk believes that Liu Xiang endorsement merchants, Coca-Cola, Amway, VISA, Yili, Nike, Bank of Communications, Lenovo, China Post, China Mobile, Ping An Insurance, Cadillac and Aokang will be in a hurry to start the emergency. Plan. However, from 11:50, Liu Xiang withdrew from the competition to the press conference of the Tianguan Center at 12:30, in just 40 minutes. What is certain is that the Tianguan Center already knew this result, so Liu Xiang’s injury press conference started. It’s so fast. The merchants of Liu Xiang’s endorsement should be informed in advance to prepare in advance. But before this, due to the pressure of huge endorsement costs, the cover that can't be played can't be uncovered, and no one wants to be a big head.
The problem at hand is that civilized viewing of events, reasoning about winning or losing, is good to say, but it is difficult to do. The overwhelming endorsement advertisement, a huge and expensive bird's nest, is the 110-meter hurdle of Liu Xiang, except for the opening and closing ceremonies that the entire Chinese people are expecting. Tickets for the 110m hurdles final on August 21st were directly called "Bird's Nest Liu Xiang 110m hurdles final ticket", the price was fired to 5000, and some even sold to 8000, the expectations are generally visible. Under such high expectations, no one can't be disappointed; no one can afford to buy tickets for such a high price.
Under such circumstances, how can Liu Xiang endorse the public relations of many brands to resolve the crisis of the "flying man"? First of all, talk more about people and talk less about results. In a short period of time, Liu Xiang has slipped from national pride into a deserter or even a coward. At this time, the brand should be excavated from Liu Xiang’s sunshine, optimism and cheerfulness, instead of Liu Xiang’s speed. The time to talk about the speed of the flying man is destined to become a market poison. Second, emphasize tolerance and understanding. Consumers can not be sensible, but the endorsement of the brand is still to persuade tolerance and understanding, although it is somewhat pale and powerless, public relations self-speaking is still necessary, it is impossible to take the "ONEWORLD, ONEDREAM" spirit to say things. There is also a close focus on the social and network sentiment, targeted, and profit-making opportunities to create public relations, such as the launch of "giving Liu Xiang a chance!" voting, public investigation and other activities. How to turn disadvantages is beneficial, this depends on the contest between the endorsement brands. Liu Xiang withdrew from the competition, endorsed brand public relations and high advertising, and immediately saw the results. In business talks, it is worthy of attention.
It is worth mentioning that Liu Xiang’s endorsement of Aokang. Previously, Aokang had announced that if Liu Xiang lost, he would play an advertisement in CCTV and local TV's important advertising time from August 21 to August 27, “There is no stop, there is a dream in your heart, you are the champion foreverâ€. Now that the words have become a slogan, Liu Xiang has withdrawn from the competition, but now it is necessary to see if Aokang can fulfill its promise. Aokang, don't be like an individual company, donate money from the earthquake donation!
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