Sports Shoe Enterprises: How To Sing Good Sports Marketing This Play

The pace of 2008 is approaching.

For all sports shoes enterprises, 2008 will be a watershed, and continue to abandon or; at the same time, 2008 will also be an inflection point, up or.

The 2008 Olympic Games will make China the focus of the world. Similarly, it will also enable China's sports industry to truly achieve universal popularity of sports culture and sports consumption.

2008 the Olympic Games is undoubtedly one of the focuses that all Chinese shoe companies are most concerned about. However, the huge Olympic meal is not for everyone. It is estimated that regardless of the astronomical cost of TOP sponsors (over $100 million), Adidas's 1 billion 300 million yuan is just the "Olympic Partner" under the 2008 Olympic TOP sponsors. Even the lowest level of franchised suppliers and operators will be able to bear the cost of most sports shoe enterprises.

The Olympic Games cake is very big, but does not belong to most sports shoes enterprise.

However, for sports shoes enterprises, sports marketing is an indispensable tool for shaping professionalism and enriching connotation. Is there any other sports resources available outside the Olympic Games?

Is there any room for marginal Olympic resources?

In order to build a professional brand with sports resources, we must first have a complete set of ideas and plans so as to maximize the effectiveness of sports resources and achieve the ultimate goal of brand specialization.

Grasping resources

Grasping resources is the inherent factor for sports shoes enterprises to sing sports marketing.

Sports marketing has plenty of sports resources. There are Olympic Games and Asian Games at a time, with full regional and provincial pportation under the regional focus. In the left world class world cup and World Championships, there are NBA and all kinds of open competitions on the right.

In the face of such overwhelming sports resources, it is inevitable that the sports shoe enterprises are at a loss and unable to do anything.

1. the best is best.

Most of the time, the sports shoe companies always like to chase those extra large events, such as the world cup, NBA and so on.

Influenced by the profits of enterprises, most sports shoe enterprises can not be as generous as a multinational brand.

But the Chinese have always been known for their flexibility, poverty and change, and in the face of financial difficulties, sports shoe companies will generally participate in the theme sports advertising sessions organized by large media such as CCTV, and divide them into one of the major sports related resources.

When such shoe companies are complacent, they think they have also played a sport. When they are in the international market, they do not know that they have invested a lot of money, but only a self deceiving repetitive media launch, which is almost insulated from those big events.

No consumer will be impressed with the professional attributes of his sports.

Therefore, sports shoes should grasp sports resources rather than blindly, but pay attention to fitness.

Although big is good, but when the strength of the enterprise is not good, blindly seeking big will disrupt the established policy of the enterprise, and waste the limited resources of enterprises from the chaos.

The best is the right one.

Suitable sports resources will neither occupy a large part of the limited resources of enterprises, but also meet the basic needs of enterprises.

Suitable sports resources can maximize the output benefit of enterprise input, while sports shoes enterprises grasp sports resources, fundamentally speaking, it is necessary to strengthen the shaping of their professional sports attributes, indirectly promote market sales through professional sports image, and improve the profit level.

2. inheritance is very important.

Another key to sports resources is inheritance.

The sports resources flying everywhere, such as the star sports brand floating around, are inevitably dazzling and indifferent, and the most taboo of brand communication and brand building is "scattered and chaotic". The sports shoes enterprises hope to convey to the target audience is an accurate, clear and stable brand information. At this time, if the enterprise blindly chase various sports resources, today, sponsoring the world cup, tomorrow will play the National Games, the day after tomorrow will become a marathon, but on the one hand, it will invest too much and consume resources, on the other hand, it will also make the target consumer group easy to be confused, and the impression of brand confusion, but on the contrary, it will be more harm than good.

Sports shoes enterprises use sports resources in a comprehensive way.

Only from the beginning to the end, can we deepen the cultivation and meticulous cultivation in a certain sports field, in order to make a deep impact on the established target target with the professional influence of the special sports events, and lay a solid foundation for the brand building again and again.

Fujian famous clothing brand seven wolves to Xiamen marathon's continuous sponsorship is a good implementation of this principle, fully using the marathon strong toughness, high endurance sports events passed the wolf wolf's brand connotation, and achieved good results.

Grasp the integration

Sports shoes enterprises use sports resources to mold professional brands, and grasping resources is only the first step in the long march.

We must integrate resources well.

Otherwise, good resources will not play a big role.

1. integration of resources

Resource integration is the internal link of the utilization of sports resources, but for most domestic sports shoe enterprises, the integration of sports events resources has always been a soft threat to excavating sports resources.

In fact, any sports event has its own unique resources. This kind of resources is not just the simple elements such as advertising, team shoes, uniforms and so on. Thematic advertisements, event promotions, and supporting gifts are all part of sports resources. Besides, there are other deeper hidden resources such as tournament interaction, simulation games and so on, all of which are part of sports resources, which test the resource integration ability of sports shoes enterprises.

Looking at the current integration of sports resources by enterprises, we find that most sports shoe enterprises can only achieve the integration of resources at the basic level, such as site advertisements, team shoes and uniforms, and at the very best, they can further achieve corresponding supporting sales promotion and advertising communication, and further, they are not good at all.

There are not many successful cases of resource integration. Lining is one of the most prominent enterprises.

In 2003, Lining signed Li Tie, in addition to using his own resources, he launched a professional football shoe "iron series". With Li Tie's strong influence and appeal in China's football field, he launched a series of products, which is Lining's deep and effective integration of Li Tie's unique football resources.

2. communication integration is the key.

Communication integration is the external expression of the integration of sports resources, and it is also a part of the current domestic sports shoe enterprises' "the most familiar and the best".

However, objectively speaking, the integration of sports resources by sports shoe companies in China is not satisfactory.

The most typical manifestation of the sports and footwear enterprises' sports resources integration and dissemination is that when sports events are held, they spend huge amounts of money to organize corresponding thematic promotional activities, and put corresponding thematic ads on the major media, trying to carry out a large-scale market movement vigorously.

After the sports event, the whole communication also came to a close.

In fact, the dissemination and integration of science is about the length and breadth of communication integration.

In terms of the length of communication and integration, it is necessary to coordinate with the relevant public media before the official launch of the event.

After the event, it is necessary to continue the in-depth dissemination of the combination of sports events and brands, and dig deeper into something that is known to be merged with the brand behind the event, so that sports events and brands can be combined more durable and closer, so that the target audience can have a deeper contact and understanding of the brand.

In terms of the scope of communication and integration, it is reflected not only to provide some regular marketing promotions for sports events, but also to relax the perspective, extend the influence and appeal of sports resources to other fields, such as network, develop corresponding online games, synchronize PK with events, such as activities, organize similar civil events, synchronize PK with regular events, etc.

Implementation

It is all part of the work of early application of sports resources to grasp resources accurately and integrate well, so as to truly play the charm of sports resources and achieve the benefits of resource integration.

If the implementation is not good enough, even if we invest in the Olympic Games, we will only be able to win the national games or even the Provincial Games.

The integration of resources and resources is more of a planning in the early stage. It only outlines a strategic blueprint for the professionalization of the brand. This strategic blueprint is not executable. To what extent it can be implemented depends on the confidence of the sports shoe enterprises.

The rational use of resources should be a three point plan and a seven point implementation. At present, most domestic sports shoes enterprises have a general dislocation of the relationship between the integration and execution of sports resources, and become a seven point plan and three execution.

The lack of execution results in insufficient utilization of sports resources and relatively low level of development.

The key to carry out the implementation is two points, one is training, the other is supervision and adjustment.

1. training

Training seems to be tiny and insignificant, but most shoe companies use sports resources to shape brands, but the training is just the point of death.

For high-level enterprises, because of their intervention time and depth of sports resources are incomparable to others, coupled with their participation in every aspect of sports resources integration and planning, so how to make use of sports resources to shape the brand seems familiar, but for other people, such a huge sports resources integration and application appear in a moment, it is difficult to appear strange.

The strangeness of the integration and application of sports resources leads to its confusion and confusion, and it will inevitably lead to many differences.

Especially for the marketing agents, globrand.com vendors and other partners.

The partners in the original market line are longer than the practice, shorter than the system, and are more adept at understanding the practical things that go straight to the outside. For planning and strategic things, they are relatively unfamiliar, and it is a bit difficult for them to understand the planning and utilization of sports resources and communicate with distributors again in an instant.

Under the condition of incomplete information, the agents can only convey their own imagination and one-sided understanding to the lower distributors under the pressure of time. Under such circumstances, it is not enough to require the agents to accurately communicate, so it is far from the supplementary application of distributors.

Therefore, when sports shoes enterprises are using sports resources to carry out marketing programs, they should do enough training efforts, make great efforts and spend great psychological to carry out intensive and in-depth training on the theme of every link in the market, so as to truly achieve the integration and popularization of information communication, so that every party and every party in the sales and marketing can be clear and definite.

Only in this way can we stick to principles while executing, and apply them flexibly in time, place and situation.

2. supervision and adjustment

If training is the first fuse to ensure the implementation effect, then supervision and adjustment is the strengthening of the fuse to ensure the implementation effect.

Although the enterprises have already caught the resources and made systematic planning, they have also carried out meticulous and thoughtful roving training. However, the practical and casual personality of the channels can hardly guarantee the implementation of the market plan of the enterprises.

Only by means of supervision can we improve the implementation results.

Through the corresponding market supervision, we can find all kinds of deficiencies in the implementation process of the market, and we can also find some misunderstandings which still exist after training, which can provide a precise solution to the operation of the market.

Equal emphasis on supervision and adjustment is also a push for enterprises.