Olympic Marketing Is Becoming Hot And White. How To Avoid Aesthetic Fatigue?

As the Olympic Games are drawing near, many advertisers are gathering sports marketing, buying large quantities of "tickets" and sponsoring the Olympic Games.

Compared with the huge number of advertising, advertising is slightly lacking in new meaning. Simple and crude sports marketing advertising is challenging the limits of consumers' aesthetic fatigue: repeated bombing can only make people bored, homogenization is more difficult to avoid, and the marketing effect will naturally be greatly reduced.

Today, the concept of sports marketing has been heated up and fry, whether it is going with the tide or by means of differentiation. The Internet has just found the "blue ocean" export for the increasingly fierce sports marketing "Red Sea".

The advantages of traditional Internet marketing are losing. At the moment, it will collide with the sports marketing that seeks breakthroughs. The latter will be upgraded. The former will also complete a metamorphosis and take a big step towards the direction of precise orientation, interaction, experience and sharing. The future sports marketing will increasingly imply the connotation of emotion and become the classic of experiential marketing.

Sports marketing goes out of aesthetic fatigue

Speaking of an expert who has long been concerned about sports marketing, sports marketing is the originator of experiential marketing, and the difference between emotional appeal and brand connotation is the difference between them.

In 2006, Adidas won the sponsorship rights of the world cup and tried to surpass Nike.

The idea that Adidas put in for the "World Cup +10" world cup advertisement has abstracted the most valuable spiritual connotation in the history of football. Every person with 10 partners he chooses is a complete team. In the star team, individuals can get the best stage of growth and development and show their talents to the greatest extent.

It is this marketing case that resonates with consumers' spirit, which allows Adidas to surpass Nike in one go and become a sales champion in the realm of football. In the 06 year, the brand earned more than 1 billion 200 million euros in football related income.

Today, however, the connotation of sports marketing is being abandoned. With the endless copying and paste of different brands, simple imitation and plagiarism have completely assimilated sports marketing, and sports marketing has gradually become a common practice, and its original "essence" has become empty and boring.

With the approaching of Beijing 08 Olympic Games, a new round of sports marketing war is about to start.

According to statistics, sports sponsorship has accounted for 88% of the total global sponsorship and has become the most important part of sponsorship marketing.

It is predicted that only Chinese enterprises will invest more than 2 billion dollars in Olympic marketing, and the top 500 brands of the world will certainly not be willing to stand by and miss the opportunity. The competition for sports marketing resources will become more intense.

In this context, how sports marketing goes out of the curse of consumers' aesthetic fatigue has become the focus of discussion among many professionals.

In this regard, some scholars believe that in the face of a new round of sports marketing war, the traditional media may be difficult to shoulder heavy responsibilities. In contrast, the online interactive marketing of precise orientation, interaction, experience and sharing concept has been providing a new idea to improve the current situation of sports marketing in the past year.

Liu Shengyi, vice president of Tencent online marketing services and corporate brand executive, said that the 08 year Olympic Games in Beijing is a new starting point for online interactive marketing. It is also the turning point of sports marketing from the mire of overflowing.

The rules of traditional Internet marketing are no different from those of newspapers and televisions, but the media are changed from broadcast time and newspaper layout to banner advertisements and pop-up windows.

Many advertisers discovered that after several years of contact, it has become a strong crossbow in improving marketing efficiency and effectiveness.

Thus, a new generation of online marketing mode with the core of precise orientation, interaction, experience and sharing provides a new landing platform for sports marketing: on the one hand, the enhancement of consumers' dependence on the Internet will attract a lot of attention to the Olympic Games. On the other hand, users will participate in it and have an opportunity to get close contact with the Olympic Games and brands.

Tencent warm up for Olympic marketing

"Not any portals can eat this big cake of Olympic marketing, because many advertisers have come to realize that the traditional online advertising mode is becoming less attractive, and differentiated platform marketing will determine the final outcome.

The 08 Beijing Olympic Games will become a catalyst for ripening online interactive experience marketing, and will make traditional online advertising overshadowed.

Liu Shengyi, vice president of Tencent online marketing services and corporate brand executive, told reporters.

Reporters found that many domestic portals basically followed the way of advertising with content. Compared with this, Tencent's slogan of "2008, your home network" has highlighted its emphasis on precision, interaction, experience, sharing and other keywords. Just as some people will make articles on the Olympic Games themselves, others will diverge and create more interest points related to the Olympic Games, so as to bring together the contact points of brand marketing and extend the value of the Olympic Games.

In Liu Shengyi's words, "now netizens are also having an appetite for eating on the Olympic Internet feast. They need to communicate and communicate.

Who can maximize the satisfaction of Internet users will become the biggest winner.

In the past, massive information and time wars were no longer the core indicators to measure the quality of Olympic reports. How to provide an excellent platform for Chinese netizens to participate in and experience the Olympic Games is the key to win the Olympic marketing campaign.

"When users generate interest and communication needs, the proper implantation of any brand marketing will bring unexpected results. Before the resonance between the Tencent QQ space and POLO's vigor and strength in" life advocates and emotional appeals ", it is the best footnote for this conclusion to enhance the brand's goodwill and sense of belonging.

Similarly, Coca-Cola, farmer's spring, NIKE, Reebok, ESPRIT and other brands and QQ space, QQ show docking between the more illustrates this point.

Obviously, the temptation of interactive experiential marketing is enough for advertisers who try to get rid of the trap of sports marketing fatigue.

At present, Tencent has adopted a multi pronged strategy, which not only enhances the function of interaction, experience and sharing, creates space for brand implants, but also spares no effort to compete for scarce Olympic resources.

For example, the exclusive Xinhua Tencent news bulletin, the United World's first sports daily, the French team, and 11 top city newspapers, script src=>.