Classic Case Of Event Marketing In Clothing Enterprises Five: Handling Of Crisis Events

Danger often implies opportunities.

Many sensitive topics such as "privatization of state-owned assets", "3000 stores selling grain" and "more than 20000 employees' livelihood" frequently appeared on the front pages of major media. The double star and southwest double star events in 2008 attracted a lot of attention from the public and the media.

During this period, the southwest double star always appeared as a victim. Almost all the reports and comments went to the Southwest Company.

Under the constant media coverage, double star events have become a big talk for people.

At this time, the employees and agents of the double star and the vast number of consumers are eager to know the next plan of the southwest double star.

Southwest double star executives took advantage of Ji'nan's strong launch of the "Star" brand in April 18th, and the original "Southwest double star" banner of all the "special star company".

And with high quality products and very high-profile appearances, it will continue to report a month of slack media focus again.

In April 23rd, special star held a "new product launch conference" in Chengdu, and announced that the headquarters of Chengdu will become the designated supplier of the ten National Games. The supplier of Sichuan youth football team also proposed that Sichuan will be the only local sports brand. The meeting will be held gradually in Chongqing, Kunming and Guiyang.

A crisis event provided a valuable opportunity for the listing of special star.

From the point of view of brand communication, special star became the biggest winner of this double star crisis.