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Avoid Playing The Edge Ball Of Recessive Olympic Marketing

2008/8/9 14:42:00 23

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If you are not a sponsor, you can not use the Olympic Games to do marketing, pay special attention to, do not do covert marketing, International Olympic Committee will make severe punishment.

Michael Payne, the International Olympic Committee's first marketing director, will start another Olympic Tour in his life. During his Olympic career, Penn successfully managed to save the Olympic movement from the financial crisis on the brink of bankruptcy and build a huge multi billion dollar industry. He supervised and executed the marketing work of the 15 winter and Summer Olympic Games, and was responsible for negotiating billions of dollars of television rights and sponsorship agreements. The Wall Street journal called it "the man who changed the Olympic Games."

Recently, as a guest of Patriot company, Michael Payne delivered a speech on the importance of language in the Olympic Games.

Of course, the "golden finger" everywhere did not forget to bring Olympic marketing suggestions to Chinese enterprises.

在“中國制造”中增加科技含量

Reporter: what changes do you think the Olympic Games will bring to Chinese enterprises and brands?

Michael Payne (hereinafter referred to as MAI): the Olympic Games will make the world look at China from a different perspective. In fact, people in other countries know little about China, and Chinese enterprises should also increase their design and technology content in "made in China".

For example, the bird's nest and water cube, before people have seen such a fashionable and interesting stadium, they shocked the whole world.

Reporter: what do you think is the smartest way for an enterprise to enhance its brand through Olympic Games?

Mai: every sponsor has different strategies. Some want to highlight new technologies, others want to open new markets, and others want to consolidate their position in the Chinese market. Believe me, the Olympic Games will help them achieve all their goals.

奧委會將嚴厲處罰“隱性營銷”

Reporter: what can they do for non sponsors?

Mai: if you are not a sponsor, you can not use the Olympic Games to do marketing, pay special attention to, do not do covert marketing, International Olympic Committee will make severe punishment.

In fact, the Olympic Games will bring benefits to all enterprises in China, because the brand image of China is more innovative, and non sponsors will also benefit from it.

Reporter: is it not that the sponsors' enterprises can not make use of the Olympic Games to do marketing?

Mai: there is a clear distinction between recessive marketing and opportunity marketing. The Olympic Games bring opportunities to enterprises in the host country. It is understandable for enterprises to take advantage of these opportunities.

In fact, the Olympic Committee boycotted hidden marketing, not to fight against it, but to protect sponsors who contributed to the Olympic Games and delegations. Once their rights were guaranteed, more enterprises would be willing to become sponsors, serve the Olympic Games and enhance business value.

Reporter: but there are more and more ways to counter recessive marketing, including the fact that products with non sponsorship trademarks are not allowed in the arena. Do you think this will affect people's attitude towards the Olympic Games?

Mai: sponsors are supporting the Olympic Games and enjoying more rights.

At the same time, sponsors also need to spend more money to expand and enrich the audience's experience.

I think in the past few years, sponsors have played an important role in bringing the Olympic experience to the audience.

效果可能十年后才得見

Reporter: what kind of things China should do after 2008 to maintain the effectiveness of the Olympic Games?

Mai: it is very important to have confidence in China and the future of the world.

In fact, the impact of the Olympic Games on a country will not be seen on the day when the Olympic Games are closed. Maybe you will see it in 10 years.

The impact of Olympic Games can only be evaluated fairly after history has happened.

When South Korea hosted the Olympic Games, people did not immediately improve their impression of Korea. It was only the beginning of the improvement of the image of a country and an enterprise.

Reporter: do you think other cities in China should apply for the next Olympic Games as soon as possible?

Mai: there are many good cities in China, script src=>