"Edge Ball" Hard To Fight The Olympic Games Is Not Marketing Single Plank Bridge.

As Engels said, the essence of business is profit driven. If there is a profit of 300%, it even risks the risk of being turned.

For businessmen, hosting the Olympic Games in the world's most populous countries is obviously such a temptation.

According to CSM, a sales research firm, the advertising revenue related to the Olympics in China this year is between 4 billion and 6 billion dollars.

The accepted law of advertising during the Olympic Games is that every $379 of investment can get 10 thousand dollars in return.

This huge cake not only makes all 63 sponsors and partners of the Olympic Games go all out, but also makes a large number of non Olympic sponsors unwilling to be controlled by others.

But rules are getting stricter.

On the 66 day countdown to the opening ceremony of the Olympic Games, the Beijing Olympic Organizing Committee and the China Advertising Association jointly issued the "prevention of Olympic Games hidden market advertising behavior proposal".

The proposal states in particular that during the period from August 1, 2008 to August 27th, any advertisements that used the Olympic Games athletes, coaches and officials as spokesmen of the Olympic Games without special authorization and approval should be suspended in the media.

This is another solemn statement made by the Beijing Olympic Organizing Committee to the International Olympic Committee after the State Council passed the Olympic regulations protection ordinance in January 2002 and highlighted the protection of Olympic knowledge products. This time it is more inclined to safeguard the rights and interests of Olympic sponsors.

In the final less than half a month, can the "edge ball" still play?

Li Fangwu, Assistant Secretary General of the China Advertising Association, said that the provisions contained in the proposal were derived from the Olympic Charter. On the basis of the Olympic Charter, the vague expression of the Olympic Games held by the Beijing Olympic Organizing Committee was further defined as the period from August 1, 2008 to August 27th.

For the bad advertising responsible persons who disrupt the Olympic advertising market and cause negative social impacts, the China Guangzhou Association will adopt the procedures of "first exhortation, second admonition, third notification criticisms, including the identification of illegal advertisements to the State Administration for Industry and Commerce screening", and the implementation of industry self-discipline. At the same time, any unit or individual can complain and report to the China Broadcasting Association.

Li Fangwu also admitted that the proposal really does not have legal effect, and can truly control the hidden advertisements are released by the media.

The head of CCTV advertising department told our reporter that CCTV has been very cautious about advertising Olympic Games in advertising censorship. However, Chinese language is very rich, and many expressions are hard to define.

After clarified that the words "2008", "Beijing" and "Torch" used by non Olympic sponsors in advertising are also implicit infringement, CCTV will conduct more strict supervision of Olympic advertisements according to the list of sponsors.

It is reported that before issuing this proposal, the Chinese Olympic Committee has signed relevant agreements with athletes and coaches participating in the Beijing Olympic Games.

Athletes and coaches have solemnly promised that they can not use their portraits for commercial purposes during the Beijing Olympic Games without the approval of the Chinese Olympic Committee.

Zhao Yanhong, director of public affairs and communications in Southern China District, Coca-Cola, said that as a sponsor, Coca-Cola has encountered many hidden market infringements in all previous Olympic Games.

Over the past two years, Coca-Cola has trained employees on several occasions. Once the infringement is discovered, they will actively collect evidence and report to the Beijing Olympic Organizing Committee in a timely manner. "In general, we are quite satisfied with the results of the Beijing Olympic Organizing Committee."

Since the use of bird nest in advertising was almost prosecuted and Liu Xiang was banned as an image spokesperson, Amway's Olympic marketing path also reflected that the Olympic recessive marketing with the main means of "backdoor" and "edge" had been suspected of violating Olympic intellectual property in the previous stage, and pferred to the exclusive marketing area suspected of violating the Olympic sponsorship.

The market research data released by CTR market research show that the recognition rate of Olympic sponsors in some industries is relatively high: for example, the Olympic Games sponsors have the highest rate of no mention of Olympic sponsors, the highest brand is Lining, reaching 37.4%; the second is the sponsor of the Olympic Games Adidas, reaching 22.8%; in the absence of prompting, 18.1% of the Olympic sponsors mentioned the safety of the Olympic Games sponsors in the insurance industry, 14.2% of the audience mentioned China Life Insurance, while the sponsors mentioned only 6.3% of China's PICC.

Obviously, the brand of "edge ball" is eroding the rights and interests of sponsors.

Taking stock of the advertisement, which is controlled by the initial proposal, can be described in various fields: the national badminton team endorsed "361 degrees", and the national diving team endorsed "beautiful" and "AVON". In addition to the interpretation of "Toshiba", Guo Jingjing also appeared in "HANKOOK tires" advertisements. "Anta" had taken 20 km walking race Li Gaobo and Song Hongjuan, fencing three swordsmen Tan Xue, Wang Lei, Zhang Liangliang and so on.

The ban is getting smaller and more stringent, but it has not obliterated the enthusiasm of non Olympic sponsors close to the Olympic Games.

Xu Yang, director of Anta brand management center, said in an interview with our reporter: "we respect the decision of the Olympic Organizing Committee, and the provisions of the OCOG will not affect Anta's established brand marketing strategy and plan."

Xu Yang revealed that Anta's publicity investment during the Olympic Games included the endorsement of athletes, Olympic advertising and promotion of activities, with funds exceeding one hundred million yuan.

When formulating the 2008 marketing strategy in 2007, Anta took into consideration the evasion of risks. Therefore, the cooperation with the signing athletes is all directional and multifaceted. After the ban on advertising, the signing athletes will still appear in the Olympic Games sponsored by Anta and the TV programs that Anta and CCTV Olympic Channel cooperate.

Besides Anta, the Li Ning Co's Olympic strategy is also amazing.

After losing the opportunity to "Adidas" and losing its presence at home, in December last year, Li Ning Co signed a cooperation agreement with the CCTV Olympic Channel. The company provided the clothes, shoes, hats, accessories and equipment of its Lining and AI high brand for packaging all the columns broadcast by CCTV Olympic Channel from 2007 to 2008, as well as hosts and reporters.

A lot of enterprises are looking at the world early. There are 6 out of the country layout in Quanzhou alone: Hongxing Erke first joined the North Korean Olympic Committee. Then, "Kang Tai" signed a contract with the Lithuania Olympic Committee. "Lu You" sponsored the Tajikistan Olympic delegation. After that, "PEAK" became a sponsor of the Iraqi Olympic delegation. "Wild power" took the lead in the Slovenia Olympic Committee, and the Belarus Olympic delegation will also wear XTEP equipment at the time of the award.

The above stealth marketing method is not very clever.

In fact, implicit marketing itself is very complicated, and how it distinguishes it from event marketing and attention marketing has not been conclusive.

A marketing researcher said that if anyone could hitch a ride, the commercial sponsors of the event would pay high sponsorship fees and the "License Agreement" signed would be worthless.

This will lead to a vicious circle, that is, lack or no sponsors, the promotion and development of large scale activities will be difficult to sustain.

Even if it is to abandon the Olympic Games related "edge ball" marketing, in fact, most enterprises can still make a difference.

Enterprises not only have a marketing channel for Olympic Games.