Sports Shoes Enterprises Ride On "Olympic Marketing Express"

The Olympic Marketing Monitoring Report of the first quarter of 2007, released by the Olympic brand Research Institute of China in May 16th, pointed out that more and more enterprises are keen to take the "Olympic marketing" express. However, there is an uncertain risk that Chinese enterprises take the "Olympic express", resulting in the failure of most enterprises to produce the desired results.

Since China won the right to host the 2008 Olympic Games, Olympic business opportunities have attracted the attention of a large number of enterprises in China.

For Chinese brands, the Beijing Olympics is a huge fulcrum for the development of Chinese brands.

For Chinese enterprises, it is a rare opportunity to enhance the image and popularity of Chinese local enterprises and help Chinese enterprises enter the international market.

In 2007, it was praised by the industry as the "Olympic sprint year", and the Olympic marketing war has already started.

It is the first time that Chinese enterprises have been in contact with the Olympic Games. The history of sports marketing of Chinese enterprises is not long, and experience and lessons are almost blank.

How do companies that receive sponsorship rights exercise and apply this right?

How can an enterprise without the sponsorship power use the Olympic Games to play the edge ball?

Olympic brand value that can not be replaced

Since 1985, International Olympic Committee has launched the Olympic business plan, attracting commercial sponsorship to develop and tap the brand value of the Olympic Games.

This TOP plan (TheOlympicPartners) has not changed much until today, strictly limiting the number of sponsors, choosing only the first class Super enterprises, and retaining one type for each type.

The sponsors gained the exclusive right to use the Olympic Games intangible assets on certain commodities, which greatly intensified the competition among similar companies.

Coca-Cola can be called the originator of Olympic marketing, and it is also the Olympic Games to bring its charm to the top of the top winners.

Since 1928, Coca-Cola has sponsored the Amsterdam Olympic Games with 1000 boxes of coke. After that, Coca-Cola can be seen in every Olympic Games.

Samsung is also a paragon of sponsoring the Olympic Games to become a world famous brand. This may be a vivid textbook for Chinese enterprises in Olympic marketing.

Samsung sponsored the Seoul Olympic Games in 1988, with a 27% increase in revenue, and maintained a rapid growth in the three or four years thereafter.

Olympic Games gluttonous, many enterprises go home hungry.

But the question is, is the Olympics a game of making money?

Coca-Cola, Samsung and other enterprises and Olympic Games win win growth. Is there any uncertain risk behind the boundless scenery?

The answer is yes.

Xerox, UPS, Heng Kang life and other enterprises to support the Olympic Games ended in a dim conclusion, indicating that even flying to the "high branches" of the Olympic Games is not a worry.

Sponsorship of the Olympic Games can be a terrible "burn money campaign". In the case of Atlanta Olympic Games, only 25% of Olympic sponsors get the expected return.

The US Xerox Co joined the International Olympic Committee TOP program in 1994, but was forced to withdraw because of its difficulties in December 2004. The Olympic Games did not bring good luck and success to Xerox.

Their own lack of innovative spirit and conservative management strategy make themselves heavily indebted, and are defeated by the attack of new and old rivals.

Failure is always the cause of failure. We should not only know the "warning" but not know where the "mirror" is.

Experts point out that enterprises should not only devote themselves to the enthusiasm of the tide, but also need to take full account of these issues before deciding whether to participate.

If you do not sponsor, will you distance your competitors?

What rewards can we get through Sponsoring Firm?

What marketing means can ensure the maximization of sponsorship benefits?

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In the first quarter of 2007, Haier, the Great Wall wine, Bank of China, Tsingtao Brewery and China Mobile had the worst Olympic marketing results and failed to achieve the desired results of other similar enterprises.

According to the international authoritative survey company, the cost of Olympic marketing is 3 times that of regular advertising.

However, monitoring shows that no enterprise can achieve this level of return at present, and less than 10% of enterprises achieve the effect of regular advertising.

Now it seems that the Olympic marketing of China's entry into the business does not seem to be a perfect answer.

Why should we go into the Olympics?

Sponsoring the Olympic Games can be regarded as the most expensive sponsorship in the world. On the list of sponsors of the 2008 Olympic Games, the average sponsorship expenses of the well-known enterprises in China are more than 500 million yuan RMB, and 500 million yuan is undoubtedly astronomical for SMEs in China.

But this does not mean that enterprises that have not received sponsorship brands can only look at other people's enjoyment when facing the big cake of the Olympic Games.

In fact, more and more SMEs in China who have no ability to pay for the Olympic Games should use the method of ambush marketing skillfully to get the effect of spending money on big events.

For example, in 2008, there must be new athletes becoming new Olympic champions. Before they become champions, their endorsement fees and operating expenses are quite low, and the subsequent brand effect is very large.