Brand marketing Fighting World Cup who is the first darling of the business?

Four years of football events, the 2014 Brazil World Cup for the world "real fans", "false fans" will not miss. The team will be from the top 32 to combat breakthrough, in addition to the luxury of the star lineup, more need is superb technical and tactical deployment. The same is true of the brand marketing war, which is fiercely fought in every World Cup. With the innovation of technology and the diversification of media form, the brand has more choice and space to play in the way of activity, communication channel and interaction with consumers, and to be the biggest winner of Brazil's World Cup, there is no real kungfu.
The Carnival of the brand

Brazil 3:1 Croatia, Uruguay 1:3 Costa Rica, Spain 1:5 the Netherlands, Chile 2:0 Spain, the World Cup 32 strong in order to group match out of the fierce fighting, the game so far, the game is impressive.

Brazil's match against Croatia was the World Cup opener, and the host Brazilian team, with all its advantages, had no doubt won Croatia. It's a sigh of surprise that Brazil, a big star, is still a strong Brazilian team.

As the Group D Group of Death, the recognized strength of the weakest, is considered to be the "soy sauce" of Costa Rica, but the Cavani has Luis Suarez, and other big stars such as Uruguay, and defending champions Spain out of the World Cup, the biggest upset to date.

However, the World Cup brand Carnival is not just as the two games, one side is the traditional sports big brand of "disdain," and on the international stage is unknown brand "black Horse kill out."

Sponsors, is the World Cup brand marketing competition occupies an absolute advantage. They can not only appear at zero distance in the billboard on the court to take people's attention, but also can be taken for granted various World Cup marketing tools. FIFA's World Cup sponsors are also divided into three layers, just as football teams have a line, second line and three line.

If Spain, Germany, Brazil and Italy are the top teams in the World Cup, the World Cup sponsors ' first-line boss is FIFA's global partner, with only 6, Adidas, Coca-Cola, Hyundai Motor, Emirates, Sony and Visa. These brands have the right to use FIFA and all its events, trademarks, and promotions at any time and place, and to participate in many of FIFA's soccer development programs. Echoing the enormous powers of the "six-strong", the money they pay is also the biggest. It is reported that the World Cup 6 companies to the FIFA to provide a total of up to 730 million U.S. dollars sponsorship fee, that is, the contribution of each home at least 120 million dollars.

If France, Portugal, England, Argentina and other national teams in the World Cup 32 ranked "second rank", then FIFA sponsors of the second level is FIFA World Cup sponsors. The World Cup has 8 sponsors, namely, Budweiser, Ka Shi, continental tires, Johnson, McDonald's, Moypark (European poultry Food production company), OI (Brazilian telecoms company) and Yingli Energy. These brands can also be replicated globally, but their use is limited to the FIFA World Cup and the Confederations Cup-related trademarks. The 8 companies paid the same price, contributing 550 million dollars to the FIFA contribution, with at least 68 million dollars per family.

Just as Costa Rica, Ghana and Greece, which appear to be just "soy sauce", are likely to become black horses, the third tier of FIFA sponsors--The sponsors of the sponsorship--is equally important. Compared to the first two floors of the "big guys", this layer of sponsors must be the host country, and can only be in the national competition for the promotion of marketing. This time, 8 Brazilian companies have become sponsors of the host country. Generally, the third floor belongs to the host country's welfare and is designated as the sponsor by the Host Country Football Association. Although the sponsorship level is the lowest, but each also needs to invest more than 21.25 million dollars, 8 total can "burn money" for FIFA 170 million dollars.

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Owen Ryan (Irving J. Shaun), professor of communications studies at Northwestern University, said: "I've never seen a company that has invested so much in so many countries to promote itself." This is a signal that the sports industry has undergone tremendous changes compared to 10 years ago, with unlimited business opportunities. In this confrontation, the most essential question is not which brand will win, but the competition in the football market means that the sports brand for the whole sports world.

Professor Jiangminghua of Guanghua School of Management, Peking University: Because of the different marketing strategy and market orientation of each enterprise, the target of choosing sports marketing also has the difference, the enterprise should develop its advertisement and propaganda plan during the World Cup according to its own goal and brand personality, as well as budget resources.

Who is the first darling of the merchant

The World Cup marketing campaign, the life of the custom ads only 31 days, in the meantime, no matter where you go will see the brand elements of the World Cup stars. Nike TV ads to the supermodel girlfriend Elena rooftops love Portuguese star Ronaldo (Ronaldo), Pepsi-Cola blue background of the handsome Dutch star Van Persie, staring at Meng Meng Big eyes chewing potato chips Argentina star Lionel Messi ... Companies are trying their best to hang their products on top players, attract the fans ' attention and make their wallets.

However, the choice of which star as a business endorsement is a strategic lesson, simple skills can not meet the needs of businessmen, handsome appearance, enough popularity, good reputation is a key factor in determining the market value of a star.

So who is the most valuable star in the World Cup market? Who would be more willing to pay for a huge endorsement fee?

On the eve of the World Cup, a survey published by the Global Sports market research team "repucom" shows that Real Madrid star Ronaldo has topped the list of star market values by helping the team win the Champions League.

Messi followed Ronaldo in second on the Star Value list. Spain's Pique has also entered the top three, with the same handsome striker Fernando Torres, who is also from Spain, ranked fourth. The five is England striker Wayne Rooney.

A common feature of these highly market-worthy players is their huge popularity in social media. For example, the first pet, Ronaldo, has 82 million fans on Facebook and 26 million followers on Twitter. Research shows that Ronaldo's global visibility has reached 83.9%. Wayne Rooney also has 20 million fans on Facebook.

Smith, founder of "Repucom", said: "Two weeks before the start of the World Cup, the world is focused on teams and players, the World Cup is the world's most watched sporting events, many big brands and official partners will be concerned about the promotion of sales." Ronaldo is the most commercially valuable, and his value is playing an important role in the team, because the business is very supportive of him. ”

Paying the star to wear his shoes, paying the team to wear his jersey, and paying for the tournament to use its ball, is the first strategy that Adidas has ever used and has not changed in 66 years. At the World Cup, Messi and his teammates are provided by sports brand Adidas. Meanwhile, as the official partner of FIFA, the official ball Brazuca of this World Cup are sponsored by Adidas. It also sponsored 9 teams, including the last champions Spain, Japan, Nigeria and, of course, Germany, the birthplace of the company.

Of course, the price behind this is huge. Adidas has been a sponsor of FIFA since 1970. The cooperation agreement between the two sides was extended to 2030 years last year. Peter Ohlmann, a sports marketing consultant Peter Olman in Cologne, told the media that the sponsorship would cost about 70 million dollars every four years. The cost of sponsoring the team is close to 400 million dollars. Of course, these investments do make Adidas a great harvest.

Although Adidas did not disclose last year's football revenue, the company's soccer business earned 2.4 billion dollars last year, according to Peter Olman's calculations. Last month, Adidas reported a 27% increase in revenue from its first quarter football business. Herbert Hainer, the company's CEO, made a commitment to Helbert Haina 2 billion euros ($ 2.7 billion trillion) in football revenues this year.

Adidas sponsored Lionel Messi, its old rival Nike naturally bundled Messi's "rival" in international football. Although Nike is not a FIFA sponsor, it also sponsors 10 teams, even more than Adidas. The host Brazilian team is wearing Nike's jersey.

Of course, the risk behind the sponsorship star is huge. This World Cup is known as the worst of the World Cup. German superstar Royce, Italian midfielder Montolivo, Russian captain Shirokov, French star Ribery, Dutch midfielder Vaart, Spanish star Navas ... Behind the big names are tens of millions of advertising contracts, they can not be the World Cup, which means that many brands have previously developed around their marketing strategy and upfront investment are wasted.

For the team, the unexpected early exit will also make the brand sponsors vomiting blood. At the 2006 World Cup in Germany, with Brazil's 0:1 defeat to France's early home, its sponsor Nike's 1.8 billion dollar investment in the World Cup was almost water. In this World Cup, the last champions Spanish national team in the first round of the group was eliminated, but also the huge investment of the brands are amazed, the loss can be far more than 1.8 billion of dollars.

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Stephen A. Greyser, professor of sports marketing at Harvard Business School, Stephen Gresser: The market value of athletes is determined by the marketing, the spectator groups of sports, the professional achievements of athletes and the individual qualities of the athletes, which determine the market values of the athletes in three aspects.

Ber (Willem Burgers), professor of marketing and strategy, China-Europe International Business School: There is a risk of hiring a star, or movie star, or anyone else as the company's "face". When you sign a sports star, the company is at risk. There is no way to avoid the risk of divorce, getting sick, or shooting into a oolong ball, or taking an illicit drug to stimulate his performance.

Innovation Strategy is the winner

What makes the fans of this World Cup a blood-shot, exclaim? Reversal！ Reversal！ or reverse! Statistics show that, as of June 16, the World Cup 9 games have shown 5 reversals, beyond the last World Cup total. Host Brazil, the Netherlands, Côte d ' Ivoire, Costa Rica and Switzerland have staged a comeback, the success rate of this tournament has reached 56%.

The reversal is still continuing, in the early hours of June 18, the first round of the 2014 Brazil World Cup Group H, Belgium 2:1 reversed the victory over Algeria, and the key to the Belgian comeback is the two replacement players Fellaini and Mottens.

Visible, in the green field, the key to reversal is the deployment of technical and tactical, how to break the deadlock will need to see the coach's strategy. Similarly, in the green arena, brands around the World Cup marketing strategy, if still blindly old-fashioned way, consumers will not buy, to make customers before the bright must have a new "tactical strategy."

If the door line technology, foam spray is the Brazilian World Cup "new artifact", then the big data is the World Cup brand marketing "new play."

According to Admaster, a large data solution provider, the 2014 Brazil World Cup consumer media and consumption habits report, 71% of fans are more likely to watch live events on the PC side, followed by television (66%), and 30% fans say they will watch it on their mobile phones. This shows that the deep Internet will be brand marketers are the choice.

He chose to work with CCTV, but did not use the highest exposure rate of the most expensive program naming, but to take advantage of the large data platform content marketing, such as the show in the program before the national fans support the distribution of the team map. IBM chose to collaborate with Tencent, IBM will be based on the Tencent Network media platform and Social network published in the mass of public information and data, accurate and large data analysis, access to the fan topic, fan type, fan personality analysis, such as a series of information to achieve real-time data capture, analysis and presentation, Let the voice of dispersed network fans converge into a new experience.

In addition, social media is also the main battlefield where brands play creative marketing strategies. As early as the World Cup in South Africa, there was a lot of interactive marketing mature cases using social media. For example, Nike will be the Facebook Online topic solicitation, LED outdoor display fans interactive activities, the virtual network and the ground to promote the ingenious combination of successful attempts.

Ogilvy Global information strategy officer Jordi Connor points out: "The intervention of the Internet media has made people turn their eyes to the World Cup much ahead of time, through social networks, blogs, mobile phones and other media, people have more channels to talk about and search for the topic of the World Cup, which means that once the determination to participate in the early start. "In particular, he reminded some of the official sponsors who lost at the start of the World Cup:" You may end up dominating the subject, but next time you remember to launch it. ”

In the early hours of June 17, the German game against Portugal made the fans very enjoyable. Like the Dutch Orange Regiment, which had previously slaughtered the Spanish matador, the Germanic chariot, in the same cruel way, hands down, and 4 balls to kill the Portuguese team led by Fifa's Golden Globe laureate Ronaldo. The tactic adopted by Germany's coach, Lev, was a "no-front tactic" challenged by countless people before the game.

It turns out that there seems to be no traditional sense of the striker, in fact, no Feng Sheng has a front, this is the highest realm of martial arts "No recruit wins" is the same truth.

And in the big game marketing, there is also an "unofficial sponsorship marketing strategy", these brands do not have the official sponsorship title, but also can launch a variety of marketing methods, and even better than the official sponsorship brand.

The World Cup Pepsi is not an official sponsor, but it is adept at playing "surprise" at rivals Coca-Cola's "home" (Coca-Cola's official sponsor).

The theme of the Pepsi World Cup, "Now is What", brings together 19 football superstars such as Lionel Messi, Van Persie, Aguero, Ramos, and street musicians Stoney about the passion of football and music, inspiring people to live in the present (live for Now).

Of course, playing "unofficial sponsorship marketing strategy" the most powerful, most creative Kulula airlines. During the 2010 World Cup in South Africa, the British Airways ' low-cost airline invested in the Sunday Times published a full-page ad that read: "We are the unofficial national carrier of You-know-what." "We are the unofficial national transporter of the big thing you know," he said. The eye-catching slogan is "stealth marketing" in Fifa's eyes. The reason for FIFA is that the ads use the South African flag, soccer and plastic vuvuzela horn.

Kulula no money, want to live with Fifa naturally is the egg dozen stones, so they can only change advertising. First, they issued a retraction statement: "We were surprised to see Fifa's testimony, but we followed FIFA's guidance because we know the World Cup's commercial controls are extremely stringent." "People with a discerning eye will know that they are actually using the World Cup to do their own free publicity."

They then played a full-page ad in the Sunday Times-"not next year, not last year, but in the middle of the year"-which is in line with FIFA's rules-no use of the word "2010" in the host country. The picture Center is a bridge, although the shape is like the South African World Cup stadium, but it is really a bridge is not a stadium. There are a lot of golf bases on the top of the screen, which are really like the Big Horn vuvuzela and the notes on the side are more hilarious: "It's definitely a golf club." Screen four ring hanging cloth, much like the South African flag but labeled: "Colorful beach towels or banners?" "Underneath the screen, there is a body movement like a football player, but barefoot, the label is even more funny:" This is running shoes.

This kind of advertising really is rinsing a FIFA, entertaining the public, also let more people know kulula this South Africa cheap airline.

However, the World Cup in Brazil, to play such a "edge" risk is even greater. Brazilian local lawyers say that according to a law adopted by Brazil in 2012, companies using the official World Cup logo, including the image of mascot Flegoux, FIFA FIFA, World Cup, World Cup 2014, Brazil 2014, will pay the FIFA million-dollar fine, Or be jailed for 3 months to one year for infringing intellectual property.

In order to avoid punishment, Brazil and some international companies have chosen to print only some star images, Brazilian cultural patterns and yellow-green color to represent Brazil, without any taboo words. For example, Lupo sporting goods store signing star Neymar has launched the "Lucky Underwear", this series of underwear is used to represent the yellow-green main color of Brazil; Avon launched a man's perfume named "shooting", the letter O is yellow-green football instead, the Havana people's word drag also produced a yellow-green slippers.