"Gawain? What happened to Gawain?"
Danson's attention made Bennett 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 trending list again. I don't have complete statistics, but he is on the trending 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 little reminder, "This jersey event."
Danson raised his chin slightly to show 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, create some buzz.”
"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 top popular sports; but now, Gao Wen just interacted with the fans, and he actually closed it. It has received so much attention and continues to be popular.
Danson leaned forward slightly, "What is the specific reason?"
This stumped Bennett. He was not from the marketing department and did not understand marketing or analysis. He could see the 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 they 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, are just money without any benefits; but they must be done, and they must be done every now and then. Only by "giving back" can they be able to contribute to the community. Establish a firm foothold and shape the brand's image.
Moreover, the tricky thing 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 promote it too much, otherwise they will lose the meaning of the event itself and turn it into a show, which can easily lose favor.
Publicity and promotion often require great attention to the right amount of attention.
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 deal with these activities one by one, but this is the first attempt in the field of tennis. He did know and approved.
Judging from the feedback information so far, the results of the "Jersey Campaign" have far exceeded expectations, and it indeed shows Gao Wen's overall rising popularity——
Originally, according to market research, they believed that the Chinese market behind Gao Wen has repeatedly exerted its strength, and the main purchasing 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.
And 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 incident with the audience. The verbal conflicts and other incidents are all worthy of being recorded in history.
The four Grand Slams can be summarized like this:
The Australian Open audience is enthusiastic and extremely noisy, especially when local players play. The deafening noise throughout the game has become a kind of pollution.
The audience at the US Open is free and unfocused, and they like to interrupt the progress of the game, but it is often not noise, but small distractions such as the trivial sounds of whispers or the flash of mobile phone 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 reflected in 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 play against local 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 life.
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 game.
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 mind gets hot, you will stop caring about everything, and when you get aggressive, your own players will still boo.
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?
