Olympic Marketing Viewed From Failed Advertisements

Olympic marketing has always been the most exciting event for Chinese corporate brands, and it is also a favorite among many people.

However, perhaps lack of experience, many enterprises found that the Olympic Games came so fast that we didn't know enough preparation until the opening.

In order to complete the Olympic marketing, an enterprise can generally be divided into three stages: the preparation and dissemination of the Olympic Games in the first to three years; the climax of the Olympic Games has reached a climax; the marketing consolidation after the Olympic Games; the image points should be seen before the Olympics; the new consumer groups should be seen before the Olympics; the Olympic Games should be kept in mind by the new consumer groups; after the Olympics, new consumers should be bought.

However, not all brands are suitable for Olympic marketing, let alone those small and medium-sized enterprises, probably when the Olympic Games are bankrupt, the Olympic Games may not be as effective as some enterprises think.

According to preliminary statistics, since 80s, more than 40% of all enterprises sponsoring the Olympic Games have increased regional sales by more than 20% in the same year, but their profits have decreased by 20% compared with the same period last year.

This is particularly worth considering.

There are several levels of corporate sponsorship for Beijing Olympic Games, including global partners, Chinese partners, sponsors, exclusive suppliers and suppliers.

Among them, the threshold of global partners is about 400 million yuan, the threshold of Chinese partners is about 200 million yuan, the sponsor is 80 million yuan, the exclusive supplier is 40 million yuan, and the ordinary supplier needs more than 14 million yuan.

From here we can see that light is sponsorship, not ordinary enterprises can afford, let alone have matching marketing costs.

According to the official data released by the Olympic Organizing Committee, there are 62 sponsors of Beijing Olympic Games in 2008. According to public concern, I think there are no more than a few of them.

The golden dragon, Haier, Erie, Adidas, China Mobile, Bank of China, Lenovo and Coca-Cola are relatively good examples of Olympic marketing.

So what brand is suitable for Olympic marketing?

I think there is nothing more than two kinds. Besides these two kinds of things, other enterprises should not be good enough because the input output is too asymmetric.

The first is a big brand that needs urgent promotion of brand image. It is the fastest way to concentrate on this brand of attention, especially those with brand image aging. Second kinds of new products or selling points that I think are enterprises with a certain strength, because the Olympic Games are the best platform for new products to be widely promoted.

No matter the product or the form of communication, the Olympic communication must be "out of position, re placed, concentrated and concentrated".

Because such a big crowd to break the head to squeeze on the stage, noise is its biggest feature, can climb to this platform, are not vegetarian, why do consumers only pay attention to your character?

Now, the Olympic Games are almost half over. What are the Olympic marketing activities of these sponsoring brands during the Olympics?

We can see the effect of marketing through advertisements. Let's analyze the gains and losses of several Olympic Games with high attention brands.

The golden dragon fish is the exclusive supplier of edible oil for the 2008 Beijing Olympic Games. I think this is the most popular brand among the 15 exclusive suppliers of the Beijing Olympic Games. The golden dragon fish began to carry out Olympic publicity in a year and a half, especially the promotion of the concept of 1 to 1 to 1.

TV advertising and terminal packaging are the fixed means for the golden dragon fish.

However, when the Olympic Games really come, the golden dragon fish may be divided about how to spread the Olympic Games. Is it to publicize the Olympic suppliers themselves or publicize others?

Finally, we see a neutral advertisement: more than 10 thousand athletes get perfect food, 1 billion 300 million get healthy cooking oil, and so on.

It gives people a sense of mediocrity, but the atmosphere is not enough.

1 billion 300 million, we find that many brands are already in use, and the car crash is very obvious.

I think the golden dragon fish in one of the two directions to make the ultimate, perhaps better.

Choose one, focus on the concept of healthy balance 1:1:1, but it can be linked to Olympic sports events, so that the concept of healthy balance will be deeply rooted in the hearts of people in the form of sports.

Select two, seize the golden dragon fish is the sole supplier of Olympic edible oil to enlarge, turn the honor into a visualized carrier, focusing on the core concept of "204 Olympic athletes' special healthy edible oil". As long as this is magnified, there is no need to mix 1 billion 300 million people.

Think about, 204 delegations live in the Olympic Village, together with the golden dragon fish, the gold dragon fish for gold medals, of course, is of course the best quality.

　　傳播，最忌諱的是點到即止，而不是集中突破。 

Let's talk about our Haier. As a sponsor of Beijing Olympic Games, Haier entered the twenty-first Century, and its image began to be aging. I believe Haier has realized that with Haier quietly changing Haier logo to pink two years ago, Haier also started its color strategy (from black to white appliances to color shell appliances), but how can we upgrade the brand image from black and white to color?

More importantly, how to make consumers aware of the upgrading of Haier brand?

It is useless to change the logo alone, but also to have product support. The most important thing is to have the support of brand core value promotion.

If it's just to please women consumers, I don't think Haier will take the risk.

The Olympic Games should be the best opportunity to enhance the core value of Haier brand. It is also the best opportunity to enhance the international brand image of Haier. How to make international and domestic consumption appreciate the brand value of Haier after discoloring, I can do better with Haier.

This time, the Olympic marketing Haier was relatively loose, a little sponsorship for the sponsorship of the Olympic Games, and the spread of the Olympic Games. There was no theme at all. At least, it did not show the state of the new brand upgrading of Haier. I believe that Haier is well prepared, but there is always a lack of sense.

Lenovo's model is not here. In fact, the performance of Lenovo is almost the same as that of Haier, but Lenovo's investment cost is twice as high as that of Haier.

Because Lenovo is a global Olympic partner.

Let's take a look at Erie and Mengniu's old friends. The difference is that Erie is a sponsor and Mengniu is not. But Mengniu's performance is not bad.

In the first half of 2007 and the first half of 2008, Erie's investment in Olympic sponsorship completely suppressed the fire brought by Mengniu 06 years ago. The Mengniu developed a special Tun Lun Shu, Erie launched Golden, Mengniu developed Guan Yi milk, and Erie introduced Shu Hua milk.

But at the time of the Olympic Games, Erie's sponsors' identity did not bring any better advantages to Yili, especially the joining of the three superstars of Guo Jingjing, Liu Xiang and Yi Jianlian.

Because Erie's milk is too loose with the Olympic value.

In contrast, Mengniu, however, did not hesitate to launch the "Chinese cattle" dissemination. It coincides with the three stage planning theory of Mengniu, "Mengniu, Chinese ox and world bull".

As a Chinese partner of the Beijing Olympic Games, the most unexpected thing for me is China Mobile's "12580" Olympic information service platform during the Olympic Games. However, as a new product launch, 12580 in 15 seconds it is difficult to explain the function clearly, making many consumers do not know what exactly 12580 is doing, plus China Mobile endorsement brand effect is more prominent, the feeling of 12580 is the after-sales service phone.

But in fact, 12580 is the omni-directional information service platform launched by China Mobile, which is obviously aimed at 114 numbers.

This should be regarded as an extension of China Mobile's business through the 08 Olympic Games.

　　我們一直認為，奧運是品牌國際化營銷的最佳平臺。 

I have always been optimistic about the Chinese partner of the Beijing Olympics. Although Bank of China was injured by the existence of VISA, the Bank of China has a good communication theme. First, the Bank of China was the first bank to be allowed to set up branches in the United States and the first domestic bank to start international contacts. Second, in the eyes of many foreigners, the Bank of China represents the Bank of China. Third, internationalization is one of the biggest strategies established by the Bank of China in the next few years.

From these points of view, the Bank of China can make great progress in communication.

But "the Bank of China shares the peak time with you" is hard to resonate.

In fact, the Bank of China can spread from the topic of "Bank of China and China very well", and it can achieve twice the result with half the effort.

I think anyone, including foreigners, will understand the meaning and meaning of this sentence.

In terms of Olympic brand communication, the experience of international brands is indeed more prominent than that of our domestic enterprises. The advertisements of Chinese partners and Adidas of Beijing Olympic Games give people a shocking effect, and the distinction between domestic brands and domestic brands is very obvious.

I think after this Olympic Games, Adidas will have a leap in China's market.

Throughout the history of the Olympic Games, the success of Olympic marketing is just the two category, national brand marketing and brand marketing. I think Beijing Olympic Games is the most successful brand marketing of the country, but it is the most unsuccessful stage of enterprise brand marketing, because this platform is basically monopolized by the state, and there is no opportunity for enterprises. When the vast majority of Olympic venues do not allow commercial activities, when a national organization and a company face to face competition, the enterprises must be defeated.