Lack Of Local Brand "Olympic Marketing"

When the Olympic Games were going on, China was 2008, with strong smoke and dust on the ground, and all the people were ready to fight and meet the Olympic Games.

Although the Olympic Games have not yet been held, the success or failure has been judged.

Around the 2008 Olympic Games partners and sponsors, there are 65, which often appear in the media as the local brands perceived by the audience, but more than 10, including Haier, China Mobile, Lenovo, Tsingtao Brewery, Erie, China International Airlines, AOKANG and so on, while the other 80% Olympic sponsorship companies have no trace.

There are many non sponsoring enterprises, but the soldiers are hidden in the dark. They won the Olympic Games by winning the Olympic Games.

The same Olympic Games, but not the same luck.

I can't help but think deeply about it.

Observing and studying the case of "enterprise side" participating in the Olympic Games in the past two or three years, attempting to see the essence through the phenomenon, summed up the deficiencies and deficiencies of the local brands in the Olympic marketing From EMKT.com.cn, so as to borrow the mirror.

Knowledge - cognitive misunderstandings

1, we should pay more attention to the "official resources" and "grassroots activities".

2, emphasis on "single soldier operations" and "joint marketing".

3, lay stress on "hard facts" and the innovation of "curve marketing".

4, we should emphasize the "point effect" of the enterprise solo dance, instead of "facing the interaction" integration.

5, lay emphasis on the "money bag" bet and maximize the development of "value".

6, emphasize the "brand influence" and extend the "consumer experience".

Row -- lack of experience

1, lack of interaction and experience.

What is the core of Olympic marketing?

Is Olympic marketing a simple marketing mix of "Olympic + enterprise"?

When the government, enterprises, employees, media, social organizations, consumers, producers and so on join the Olympic Games and integrate into the Olympic events and feel the brand, the Olympic Games and happiness at a distance, interaction and experience become the best practice of sharing the Olympic spirit.

Only by maximizing the value of communication value, spiritual value and consumption value can we grasp the core essence of Olympic marketing.

The core value nature of Olympic marketing must be expressed and embodied through the public axis. Its essence is to integrate and exert the power of relationship marketing, and the foothold is to design an interactive public experience mode so as to achieve expectations.

That is to say, interactive experience is the best way to meet the needs of the customers and the realization of the Olympic values.

In fact, the overall system of Olympic marketing includes five axis: staff axis, customer axis, competition axis, cooperation axis, public axis and so on.

Only by carrying out the comprehensive interaction of the five major axes can the results of Olympic marketing be returned to the warehouse.

As Peter, Franklin, director of the global Olympic program of Coca Cola Co, said: as the mass consumer goods, the principle of Coca-Cola Olympic marketing is to connect the three points of "Olympic spirit, brand connotation and consumer connection". "How to integrate marketing activities, brands and consumers" is the key to the success or failure of enterprises in sponsoring the Olympic Games.

Conversely, corporate solo is bound to be fruitless.

But in reality, most enterprises run Olympic marketing basically can not escape such fetters.

Zhejiang Mona hosiery has been on the road of solo dance.

In March 1, 2006, the Beijing Olympic Organizing Committee announced that Mona hosiery was the sole supplier of socks for Beijing 2008 Olympic Games.

Looking back at the way: Zhejiang Mona Hosiery Industry was established in May 1994, and since 2000, "Mona" has been integrating brands, including the dissemination of trademark graphics and advertising, and so on. The result is a lack of professionalism, not only failed to achieve expectations, or even damaged the accumulation of the original brand.

In 2003, "Mona" shifted the focus of its operation to the increasingly improved foreign trade business.

In 2004, due to the quota restrictions imposed by the United States, the foreign trade business was unstable, and faced with the pressure of strong competitors, we had to actively seek breakthroughs. As a result, we began to pay close attention to the Olympic Games in 2005 and finally took the Olympic Games to achieve the breakthrough of the brand.

In short, from the loss of the Derby war to the blocked export, it is on the border of the new choice and finally goes with the Olympic Games.

"Mona" changed from Olympic to strong.

Action 1: the packaging of Mona products has all been replaced with new packaging with Olympic rings. Not only that, Mona has put the Olympic symbols on the production workshop, enterprise shuttle bus, front desk hall, every conference room, and even every glass door.

Action two: in terms of production, Mona has set up factories in Hongkong, China, and is also preparing to set up factories in India, Vietnam, Egypt and other countries.

Action three: Communication: a news conference, a 06 year party.

2, the lack of Olympic culture extension

The focus of 2008 is bound to focus on three aspects: athletics, sports and sports.

Therefore, the deep excavation of Olympic culture, such as sports, sports and sports, is very important for sponsoring or non sponsoring enterprises.

From the two aspects of relevance and extension, we can dig deep, find good connection points, and make beautiful grafting.

Unfortunately, the local brands basically have a speculative mentality, a little tasted, no spirit of the theme and system plan.

Most of the cases were searched, and sponsorship enterprises seldom had the action of association and extension.

There are only a few cases in the non sponsorship business, such as ASUS's "clean up for the Olympic Games" case, which is related to the Olympic Games.

In this activity, ASUS is standing at the angle of compulsory service, so it gives people more goodwill.

This kind of good looking for relevance can be a good example.

XTEP, a sports brand, sponsors the Olympic train of Beijing Shanghai (Z13/14 train) and gets the exclusive right of naming the "XTEP national youth civilization to promote the Olympic Culture Tour".

The Olympic train has been successfully launched in Shanghai in December 18, 2007. This is a national brand and Olympic culture.

3, product development docking missing

This is not enough for many enterprises.