Wielu chciałoby, aby ich marka była chwalona w Internecie, gromadziła społeczność fanów, angażowała. Marzeniem dla wielu jest, aby użytkujący produkty konsumenci eksponowali z dumą logotyp marki. Jak spowodować, żeby chodzili oni odziani w Twoją markę, aby stali się chodzącym outdoorem? No dobrze – człowiek nośnikiem reklamy. W sumie nic nowego tylko, jak to zrobić? I nie myślę tu o reklamie typu „człowiek piwo” …
Porozmawiajmy zatem o bieganiu.
Niniejszy felieton powstał podczas tegorocznego krakowskiego Biegu Trzech Kopców i jest wynikiem wielu rozmów prowadzonych z uczestnikami zawodów. Zacznijmy od tego, że pakiet startowy świadomie wykupiło 2 500 osób. Zapłacili po 40 zł tylko po to, aby pobiec. Ich motywacje były różne. Kenijczycy biegli po to, aby wygrać, inni, aby stabilizować formę przed kolejnymi zawodami, jeszcze inni, aby pobijać własne rekordy. Jednak zdecydowana większość pobiegła dlatego, że to lubi, a bieganie stanowi część ich życia. To właśnie teoretycznie ta grupa stanowi potencjał „biegającej reklamy”. W ostatnich latach obserwujemy rosnącą popularność tej aktywności sportowej. Dziesiątki tysięcy ludzi staje na trasach maratonów, półmaratonów, piątek, dziesiątek, biegów górskich itd. Tych samych ludzi można zobaczyć też trenujących w parkach, stadionach a nawet w centrach miast. Ubrani w sportowe ciuchy, jak to czasami „żule z parkowych ławek” określają „w pedalskich gatkach” niejednokrotnie bardzo mocno brandowanych, przemierzają dziesiątki kilometrów miesięcznie. Jakże często zakłada się koszulki startowe na treningi. Pokazywanie się w takich ciuchach jest świadomym wyborem biegacza. Stanowi podstawę identyfikacji z innymi biegaczami oraz niewątpliwą podstawę zwiększania swojej wartości sportowej. W tym przypadku osoba, za którą ogląda się większość mijanych przechodniów (a jeśli się nie oglądają to obserwują nadbiegającą lub oddalającą się postać) zwraca uwagę na to, co ma na sobie przez dobrych kilkadziesiąt sekund. Dotyczy to zarówno kobiet, jak i mężczyzn. Tak więc każdy bieg stanowi okazję do ubrania kilku tysięcy biegających po mieście zapaleńców, a to przekłada się na używanie przez nich tych strojów przez kolejnych kilka miesięcy.
Warto się zatem zastanowić, czy nie lepiej zamiast zwykłej bawełnianej koszulki zaproponować startującym zawodnikom coś trwałego, co poniesie Wasz logotyp w miejskie parki i alejki. Są też inne możliwości efektywnego dostarczenia tej sporej grupie oferty produktowej. Oczywiście obecność każdej marki musi być uzasadniona i sensowna w kontekście danego wydarzenia. Właśnie za tą sensowność i dopasowaną i nienachalną komunikację marketingową osobom dopowiedzianym za dobór marek na krakowski Bieg Trzech kopców oraz ofertę pakietu startowego należą się gratulacje. Jestem przekonany, że firmy, które zainwestowały, zyskają sporą grupę nowych hard userów. Oto kilka przykładów:
- Zaproszenie do skorzystania i siedmiodniowego testowania sieci Platinum – skorzystam bardzo dziękuję.
- Rabat na buty biegowe Salomona w sieci Intersport. Biegam w Asicsach, ale że muszę kupić nowe buty to zapoznam się z ofertą i rozwiązaniami Salomona odwiedzając Intersport. Pewnie, jak już będę, to coś jeszcze kupię.
- Oshee – na mecie było cudowne. Smakowało wyśmienicie, gasiło pragnienie, do wyboru było chyba z pięć smaków. – Jestem na tak. Gdy będę przy najbliższej okazji kupował izotonik, chętnie wybiorę Oshee a nie ten, który piłem do tej pory.
- Plac Imbramowski – to takie miejsce w Krakowie, gdzie kupicie warzywa owoce itp. Co robili jako sponsor biegu? No właśnie – dostarczali warzyw do grochówki!!! Na ten plac mam za daleko, ale polubiłem ich.
- Ciepła biegaczom dostarczyło „Ciepło dla Krakowa”, okrywając nas foliami termicznymi. To było naprawdę udane. Było ciepło i szeleszcząco.
- I na koniec Tekanee – pyszna gorąca herbata.
Wymienione powyżej marki oraz przeprowadzone przez nie działania najbardziej utkwiły mi w pamięci. O nich pamiętam i jestem przekonany, że skorzystam z ich oferty.
I na koniec trochę sportu i rywalizacji w tym wszystkim. Zająłem w tym biegu klasyfikowanym jako bieg górski, zaszczytne 889 miejsce z czasem na 13 KM 1:09:46.
Gratuluję sponsorom i organizatorom oraz pozdrawiam wszystkich biegaczy.
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