Olympic Marketing: Chinese enterprises to learn from the edge

Olympic Games is the game of strength enterprises

The Olympic Games are a sporting event all over the world, but only the best athletes can attend. Sponsorship of the Olympics is the same, not the average person's game

Li Guangdou: After the enterprise took the name of the Olympic sponsor, can you maximize its benefits is the key. If not maximized, the sponsorship of the Olympics does not necessarily make money. However, long-term investment in the brand is good, it is called "alongside the wealthy." Of course, the brand is alive and well. Dead, all the investment is useless. It's like a horse-race enclosure where the horses have to run far enough to get back before they die, and that's the rule of the game. It's your business to be in a circle, but it's a waste of time to be exhausted and to master when to go back. Sponsors want to understand the rules of the game.

Furnishing: Some enterprises to do Olympic sponsors more suitable, one is to have international demand, one is FMCG, such as Yili, Adidas. Some enterprises to sponsor the Olympic Games can not be too big effect, there is no need for such as real estate, intermediaries, mineral resources enterprises.

The cycle of Olympic business opportunity has time span, the time lasts longer. If the enterprise in the strength is not sufficient, the market network is not perfect, the management is weak, the team is imperfect the situation early enters the Olympic Games commercial development, relies on piecemeal to participate in the Olympic Games, often to the Olympic Games beginning, the enterprise already has the stamina insufficient. Therefore, for enterprises, the choice of phased intervention is very important. According to the characteristics of the industry and the organizing committee staged promotional activities, as well as the sports events are being carried out reasonable combination, forming a "combination of boxing." such as the announcement of the Olympic Games mascots, torch relay, the single world sports competitions, are the enterprise stage playing the Olympic Games favorable opportunity.

Cao Hu: Olympic marketing has been used too much, I am not optimistic about its effect. Of course, Olympic Marketing for enterprises to enter the international market is very helpful, very suitable for the maintenance of the top brands. Olympic marketing is the top rich people's movement, not the average person's game. Moreover, the impact of the Olympic Games is too short, and the relevance of consumers is poor, many consumers regard the Olympics as a high-end sports games, the Olympic Games more time is a one-month sports program.

Xu: There are a lot of factors influencing decision making in the Olympics. First, determine whether the Olympics and sports are elements of your brand's long-term strategy. Coca-Cola apparently believes that their brands are closely related to the Olympics, so they continue to sponsor them. Secondly, the market importance of each Olympic host will also affect the decision of the sponsor. Olympic venues tend to form the highest concern for the Olympic Games, whether the host country has become an important sponsor of the market, is a corporate sponsor of the Olympic Games to consider the factors.

Taking part in the Olympics requires foresight

With the help of the Olympic Games and the success of the example, want to take this hit enterprises are flocking. However, not everyone can borrow the success of the Olympic Games, the Olympic sponsors should be carefully weighed in the beginning of entry

Zhao Yihe: The success criteria of Olympic sponsors can be summed up to two levels: first, improve visibility. Sponsors and partners to the Olympic platform, so that the Olympic Games of globalization, authority into the brand of the sponsor bonus points. Second, the value created by the brand can be mutually promoted with the value created by the Olympic Games. This is the value of sponsoring the Olympics.

In addition, there are other factors, such as sales growth. Sponsors usually hold large events at the scene, and the meeting is concentrated on many people, which will stimulate the consumption of products. If the sponsor can achieve the core of the two levels, increase sales and enhance the impact of a strong guarantee.

From the experience of the previous Olympic Games, a large part of the Olympic sponsors have finally failed. This has much to do with the rationality of the sponsor's input/output ratio. Olympic sponsors have invested a lot, among them, sponsorship fees, naming fees and so on are only a small part. In order to enlarge the Olympic identity of the enterprise to the consumers indefinitely, at least it will need 2~3 times the fund investment of the sponsorship fee. Later, more for the holding of various types of online and offline activities to increase interaction with consumers, thus forming seamless links with consumers.

If enterprises and consumers do not have seamless links, will be like Heng, just to obtain an Olympic identity, and consumers can not feel during the Olympic Games, how with Heng together for the Olympic refueling. Such sponsorship is far-fetched.

Olympic Games let Chinese enterprises learn marketing

Olympic Marketing is a new course for Chinese enterprises. Many enterprises are enthusiastic to participate in, but, how to use the Olympic platform to enhance corporate brand awareness, is a strategy and endurance contest

Xu: If it is not the Olympic Games in Beijing, we will not face the Olympic marketing so quickly, the Beijing Olympic Games forced domestic enterprises to start with the Olympic Games related marketing attempts and learning. After the enterprise becomes the Olympic sponsor, the marketing strategy adjustment is inevitable. Participating in the sponsorship of Beijing Olympic Games in China, the Olympic Games is the most important in marketing, such as Sinopec, PICC, Yili and other enterprises, nearly two years of corporate brand communication is basically around the Olympic Games. Compared with foreign established sponsors, the most important thing for Chinese companies to do in Olympic marketing is to know what they want.

Jiangminghua: Sports marketing needs constant attention, is a strategic plan rather than an event. This is a big issue facing Chinese enterprises. Chinese enterprises to go overseas, in sports marketing to have an overall planning.

Furnishing: Samsung and Coca-Cola are more successful in sponsoring the Olympics. Samsung Electronics is through the continuous participation in sports marketing, from a middle and low brand to become a world brand. Coca-Cola sponsored the Atlanta Olympics in 1996 with a sponsorship amount of only 100 million dollars, while other marketing costs were as high as $450 million. Compared with foreign enterprises, Chinese enterprises should study abroad, but not blindly follow. In fact, sports marketing to achieve the desired goal, need to experience a game of strategy and endurance.

Sponsorship of the Olympics will be full of stamina

The core of the Olympic business opportunity is not to do a one-time sale, but to do a sustainable business. Olympic sponsors "post-Olympic marketing" is also critical, because it concerns the long-term development of enterprises

Jiangminghua: Olympic Marketing is a long-term work, to comprehensive look at the Olympic marketing effect before and after. Consumers are forgetful, enterprises can not only show during the Olympic Games, after the Olympic Games also have some activities, to continue to exposure and publicity. Enterprises should have a long-term plan in this respect.

Xu: It's right to have a long-term idea, but it's really hard. The Beijing Olympic Games is an opportunity for the vast majority of domestic enterprises, but the continuous business also needs the continuous investment, which has a great challenge to the financial ability and marketing promotion. "Post-Olympic marketing" for the Beijing Olympic Games to participate in the brand, more means that after the Olympics maintenance-oriented marketing, I think it is staged, will not be a long-term strategy.

Furnishing: The brand effect of the sponsor, not that after the sponsorship is gone. However, the brand influence will have the climax, has the trough. Some marketing is one-time, such as hotels, restaurants. After the Olympic Games certainly and the former Olympic Games are not the same, the Olympic Games to China, Beijing left what? We can from the Olympic Games new resources, new selling points, new highlights and business links. After the Olympic Games, the Chinese people's internationalization idea, sports consciousness, health consciousness is stronger. These are the focus of future market development.

Olympic opportunities for non-Olympic sponsors

Some non-Olympic sponsors appear to be smarter, though they are not directly involved in the Olympic sponsorship, but they have achieved better marketing results than their sponsors in the Games ' peripheral marketing campaign.

Xu: This is a very interesting marketing phenomenon. Nike and Mengniu have invested a lot in non-Olympic marketing, and I think many consumers may think they are the Olympic sponsors.

Jiangminghua: These enterprises are very smart, they also want to promote their brand awareness through the Olympic Games, so, hit some edge. For example, Li Ning, the Olympic channel reporters, the host must wear the Li Ning logo clothing out of the mirror, although consumers may know that Li Ning is not an Olympic sponsor, but it meets the needs of the Olympic attention, but also attractive.

Zhao Yihe: Olympic sponsorship is exclusive. Some companies spend a lot of money, from competitors to seize the Olympic identity, but throughout the Olympic marketing process, the competition has been copied back. Nike's non-Olympic marketing strategy, for example, has made its rival, the Olympic sponsor, Adidas, a contributor to Nike's propaganda during the Olympics.