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An advertisement for the eye
's Boston marathon runner this year will notice 1 things: the ads of 1 unofficial sponsors can be seen everywhere. This is the new 100-lun high-profile guerrilla marketing".
Although Adidas
will also serve as the sponsor at at least 6 years, but its competitors have tried to make themselves come under the spotlight.
Suo Conni John CEO · before; Fisher said: "there is a theory that the proportion of media share is equal to the market share. If we can create the proportion of media share at any cost, that is likely to affect the market share."
is headquartered in Boston's new 100-lun on the use of such a strategy of guerrilla marketing.
"as the 1 company based in Boston, our goal is to become a global sales leader." New 100-lun global marketing director Geoff · Mcadams said, "we have focused on the runners, and this competition is the same. So any major event is a great opportunity for us to establish contact with the runners. In the industry, this is a common strategy. "
but in at their ambitions, it seems too large.
new 100-lun purchased a large number of advertising the city, including the bus station, street banners, play along the subway and road blocks, the Prudential Center connected to the marathon Expo shopping district.
At
in the race day morning, the runners took a bus to the park street subway station, we can see the new 100-lun everywhere advertising; they also to the enthusiasm of the audience to distribute new 100-lun T-shirts and other things, including printed trademark logo refueling.
The
end point near the new 100-lun wearing equipment employees to release a large number of social media information; and can use Snapchat Custom New 100-lun theme in anyone here self-image.
on the track, new 100-lun everywhere - sponsored charity organizations to participate in the game at large.
however, the official new 100-lun very carefully avoided the "Boston marathon" this word, just call it "the April race".
this is because the Boston Sports Association (BAA) has been trying to protect it since it was registered with the trademark of the unicorn in 1985. In 1990, BAA won 1 lawsuits against T - shirt manufacturers who had not allowed the name of the match to be used, which almost led to the establishment of a trademark protection law in sports events. Therefore, Mcadams said that the new 100-lun will avoid any violation of rules.
external medium screenshot
"we are very respectful of the long and close relationship that we have maintained with BAA, and also respect their sponsors. We will be very careful not to cross the border. "
recalled Fisher's similar strategy used by Soconi and laughed, "it looks like a marathon sponsored by sconnuci."
BA>
Jordan also invested. According to U.S. media reports, the baseball star Derek - KITT tissue consortium, the completion of the MLB team the Miami Marlins acquired for $1 billion 200 million, and Jordan as a member of the consortium, in which. This means that the identity of Jordan in addition to the Hornets boss, another small boss -- the Marlins.
Jordan in the Marlins team become the team boss MLB acquisition,
The
consortium, a total of 16 people, one of them is Jordan. Last month, Jordan has confirmed that he participated in the bidding. It is worth mentioning that, although Jordan's vision has been criticized by draft. But he in 2010 to $275 million acquisition of lynx (WASP predecessor) behavior, has been proven to not make compensation package, the Hornets market price has soared to $780 million. But once Jordan Hornets changed hands, can be expected at least $1 billion.
Jordan's huge income
Jordan's personal brand
fans may want to ask, what is Jordan retired his source of income? The answer is, by reputation. Unlike other savings by playing Jordan is a retired star, AJ brand ambassador. In AJ, the Logo logo recognizable trapeze. At the same time in the shoe market, AJ brand is like as a luxury demand, price is not only far more expensive than ordinary shoes on sale, and in short supply. For example, in September 1st this year, Air Jordan 6 retro peak series of new versions will be available on the Nike website, priced up to $225 (about 1500 yuan).
needs to be pointed out that the AJ series has always been, the shoe you need to be available for sale through the lottery. Into the two level market, the price may be further raised.
as Nike's most profitable brands, AJ series of annual earnings of more than $2 billion. As for the 2016 Jordan get into, according to the "Forbes" revealed that up to $110 million, ranked second in James (32 million) was more than three times. Simply speaking, Jordan even at home without doing anything, there are more than $100 million in revenue. And as the AJ series continues to sell, this number is expected to continue to rise.
earned $100 million, Jordan's "gold" to service the first person James to shame, after all James's total revenue in 2016, but also for $86 million 200 thousand. In his annual salary of 31 million 200 thousand, the sum of all kinds of sponsorship totaled $55 million (including shoe sponsor). Thus the world basketball first name is so shining.
has such a fast speed to make money, Jordan also worth is gone. At present, the total worth of Jordan has reached $1 billion 700 million, he is currently in the league, only one had NBA players on the boss.
Jordan's business layout
Jordan is NBA Hornets boss
of course, Jordan. "
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