Non Olympic Marketing: From Ambush Marketing To Crisis Marketing

The Olympic Games' halo effect is self-evident. Enterprises that contribute to the Beijing Olympic Games or take advantage of the Olympic Games will give the public public impression on the brand of enterprises and enterprises, and the popularity and reputation of the enterprises will be greatly improved.

Moreover, the Beijing Olympic Organizing Committee has repeatedly broken the Olympic Plan of many enterprises. "During the Olympic Games, the Beijing Olympic Organizing Committee will prohibit athletes from advertising for non Olympic sponsoring enterprises, prevent spectators from engaging in hidden market activities in the stadium, and control outdoor advertisements in the surrounding areas, airspace and main cities of the competition venues."

In the course of market development, we should adopt the exclusive or exclusive principle of sponsorship, so as to prevent the emergence of hidden markets between similar products.

Since there is no Olympic sponsor, but we can take the differentiated route, play the Olympic Games edge ball, and carry out enterprise and product publicity around the Olympic Games. This marketing method is also known as ambush marketing or latent marketing.

Common methods are as follows:

Even if there is no chance to sponsor the Olympic Games, they can spend less money to sponsor other sports events.

Mengniu without Olympic sponsorship has become a NBA official partner. It has effectively improved the relevance with the Olympic Games and improved the brand of the company.

Besides NBA, sports events with high attention such as the world cup can be included in the vision of the enterprise.

Since athletes are forbidden to advertise for non Olympic sponsorship companies during the competition, they are prepared to do the advertising before the opening of the Olympic Games.

It not only reduced the risk of crime against the wind, but also achieved good publicity results. The United States signed the national swimming team, Changhong signed the Chinese table tennis team, and SKYWORTH signed the national shooting team, all of which borrowed the Olympic Dongfeng in advance, and increased the popularity of corporate brand publicity.

During the Olympic Games, the marketing of the Olympic Games has a magnifying effect. The hitting rate of hitting the consumer's mind is much higher than that of the non Olympic Games.

Therefore, non Olympic sponsors can also consider making articles during the competition.

During the Olympic Games, the athletes can advertise bright yellow cards for non Olympic sponsoring enterprises, which will expand the focus of the Olympic Games, and extend the Olympic Games from the participants to the Olympic stars who have already left the stadium or the Olympic Games "Lining" and the CCTV sports station. From January 1, 2007 to December 31, 2008, Lining will provide Lining brand and Ai Gao brand clothing, shoes and accessories. In the 2007-2008 CCTV sports channel, all the program directors and program reporters will use Lining products. The Venus beer group invites the famous sports director of the 5 CCTV sports channel Huang Jianxiang to be the spokesperson of the enterprise. Since yes

The Olympic Games are not only supported by powerful competitions, but also by the army's unprecedented attention to the Olympic Games.

So, "please" the audience, circuitous support for the Olympic Games, that is, sell well, and get the impression of the public, is also a good way to borrow canal watering.

Kelong air conditioning joint Tibet mountaineering team jointly launched the "Mount Everest torch relay" action, and high-profile organization Kelon air conditioning consumers in the form of a cheer group to Himalaya to promote the Olympic torch Mount Everest morale; Xinfei set up 50 models of the "2008 Olympic Games cheer group" to cheer for the Beijing Olympics; Vatti also organized the "Vatti CCTV Olympic family time" activities, free sponsorship of the winners to Beijing to watch the Olympic Games.

The pition from ambush marketing to crisis marketing is the top stage of marketing.

Direct Selling Company Amway (China) uses the "bird's nest" image in TV advertisements and print advertisements.

In fact, the "bird's nest" is an important landmark building of the Olympic Games, not a public building. Before the end of the Beijing Olympic Games, its right of publicity and use belong to the Beijing Olympic Organizing Committee. Only Beijing Olympic sponsors can be authorized to use it.

Amway "accidentally" crossed the rail and was put on the "tort" hat.

Ambush marketing has become a crisis, but for Amway, it is not a bad thing, but a good opportunity to turn danger into opportunity.

Amway had a beautiful crisis marketing.