Olympic Marketing Is A Big Game: All Enterprises Are Crazy About Olympic Games.

All enterprises are "I am crazy for the Olympics".

It's not how much they love the Olympics because they know how much their customers love watching the Olympics.

While Olympic sponsors are promoting the last Olympic Games, non Olympic sponsors are also carrying out large-scale "non Olympic" propaganda in a roundabout way.

The publicity of Olympic resources is only a kind of right and platform. It is the exclusive resources that Olympic sponsors own. However, it is a strategy that all enterprises can use to match the spirit of the Olympic Games and win the marketing of the Olympic atmosphere. Wang Laoji and other non Olympic sponsorship enterprises are using this marketing strategy fiercely to take advantage of the Olympic marketing.

As for fast moving consumer goods Olympic sponsors, major festivals or events have a huge boost to the promotion of terminal sales, and at the same time, brand benefits can also be improved rapidly. Therefore, the Olympic platform is a great marketing opportunity for any fast moving consumer goods company in China. Although there are few enterprises that can enter the Olympic sponsorship threshold, other non sponsors can only take advantage of the clever way to engage in Olympic marketing.

In the Olympic Games of the fast moving industry, Coca-Cola is struggling with Pepsi's old rivals.

Coca-Cola has been occupying TOP sponsor qualification for many years. The injured Pepsi had to bypass the marketing strategy of "grass roots".

Pepsi boldly breaks through the traditional star marketing mode, and selects 21 grassroots stars from all over the country through picks to make them serve as spokesmen for Pepsi. Their heads will appear on Pepsi's packaging.

The success of the grassroots selection activities such as "Super Girls" and "I Show" have proved that the type of draft shows a strong appeal in China.

In addition, Pepsi chose the promotion positions in the main gathering place of the vast grass-roots group, the core consumer group of PepsiCo and the most potential consumer group concentrated on young users aged 15 to 30, which is consistent with Internet users.

To counter the "stars" with "grass roots" and to promote the marketing strategy with the help of network marketing and promotion on the ground, it is not only because Pepsi is at a disadvantage in the sports PK resource competition of sports marketing, but also cleverly avoids official restrictions on non Olympic sponsors.

As a strong local rival of Coca-Cola, although Wang Laoji did not qualify for Olympic sponsorship, he took the opportunity to carry out a cultural pmission. In March 2008, he organized the "blessing Beijing" bicycle health campaign contest sponsored by Wang Laoji in Australia. In July 2008, the red words "2008, Welcome to Beijing, China" were erected in front of the US Statue of Liberty, and overseas friends were invited to Beijing to participate in the Olympic Games in the form of cultural exchange and folk consumption culture output.

At the same time, a large-scale "blessing Beijing, Wong Lao Ji" journey of 56 nationalities has been launched in China.

The three major activities reflect the overall strategic thinking of Wang Laoji's "non Olympic" marketing.

Through a round of overseas marketing and communication activities, Wang Laoji made many foreigners pay attention to the Beijing Olympic Games, but also paid attention to Wang Laoji's brand.

For Olympic sponsors, although the name of Olympic marketing sounds loud, in fact, if the operation is improper, it may also lead to failure.

Statistics show that even after the formal commercialization of the 1984 Olympic Games, even the regular Olympic partners, up to 2004, only 30% of the enterprises could benefit from it.

The rest is oblivion after the Olympic Games.

In October of 07, the US Kodak group, which sponsored almost every Olympic Games, announced that it would withdraw from the global TOP sponsorship camp of the 2012 Olympic Games. It also proved that the huge investment of Olympic Games is not always a panacea for marketing.

Olympic sponsors and non Olympic sponsors compete not only for the amount of Olympic resources they have, but also for more than just the amount of marketing capital they invest in, and more importantly, the combination of the Olympic concept and the brand concept, the docking of the Olympic platform and the enterprise platform, and the integration of the Olympic spirit and product characteristics. If these three aspects can be perfectly integrated, even the non Olympic sponsors can win a brilliant victory in the Olympic Games.

    盤點(diǎn)：非贊助商的奧運(yùn)暗戰(zhàn)術(shù) 

Lining: take the road of CCTV sword and take advantage.

Lining failed to win the Olympic Games, and quickly changed his strategy to sponsor the host and reporter of CCTV sports channel after losing to Adidas.

By embedding brand logo on the host, plus sponsoring many popular teams, Lining's "non Olympic" marketing is really superior. While controlling the advantages of resources, it will undoubtedly give Adidas a drastic salary.

Wang Laoji: bless Beijing.

The Olympic Games do not let me bless, 08 do not let An Qinghe, then I wish Beijing can always.

Wang Laoji is the train of thought, holding a great national fitness campaign for blessing the 56 peoples of Beijing and Wang Laoji.

The event will be launched across the country with 56 ethnic groups wishing Beijing emissaries to find and select events, and more than 300 national sports major sports events in more than 100 cities across the country. At the same time, millions of people will be invited to bless Beijing's signature.

Hua Qi: the Museum of opportunity borrowed the gun and killed it.

In November 2007, Huaqi and Olympic Museum officially signed in Lausanne, Switzerland. The Patriot became the first Chinese high-tech brand to enter Olympic Museum, leaving its name in the memorial wall of Olympic Museum.

Huaqi's "wonderful pen" product for tour guide R & D will be used in the Olympic Museum tour.

Although this cooperation has nothing to do with which Olympic Games, it has something to do with every Olympic Games.

As Olympic Museum publicize Olympic knowledge around the world, the patriot's brand will also travel all over the world.

Moreover, these "wonderful" products can also be sold as Olympic souvenirs, and Huaqi can get real benefits from them.

Through the Olympic Games' potential energy, we can publicize the brand and the actual expected return.