Olympic Marketing: This Road Is Not Easy.

The 2008 Beijing Olympic Games is not only a sports event for people all over the world, but also a gluttonous feast for the business community. It is a rare opportunity for Chinese enterprises to display for a hundred years.

However, the Olympic Games only provide enterprises with a stage to show themselves, not every one who comes to power can become famous.

Statistics show that, after the formal commercialization of the 1984 Olympic Games, up to 2004, only about 30% of the 144 Olympic cooperative partners were profitable in Olympic investment, and the remaining 70% of the Olympic Games ended their short-term Olympic value gains after the Olympic Games.

It can be seen that sponsoring the Olympic Games is also a risky business. It is a big challenge for most Chinese enterprises who have not had contact with Olympic marketing.

There is no alignment.

If the sponsoring enterprise wants to play the "Olympic" brand, we must find out the internal relationship between the enterprise and the Olympic Games, and dig deeper common points. However, some enterprises still can not identify this fit point.

Most of the sponsoring enterprises are looking for celebrity endorser, improving the CI image of enterprises, making advertising films and so on. They just stay on the surface of general commercial propaganda, and in the final analysis, they still do not understand the Olympic idea deeply enough.

What I want to say is that before marketing activities are launched, enterprises must first define the main keynote and direction of marketing, and then develop marketing activities around the core spirit.

As for what kind of marketing activities, I believe it is easy for these big enterprises who are well versed in marketing.

Lack of systematic planning

Olympic marketing is a long-term process. From the successful bidding of enterprises to the end of Olympic Games, the whole process can be roughly divided into three parts: before Olympic Games, after Olympic Games and after Olympic Games.

According to different stages, the marketing strategies adopted by enterprises should also be different.

Because Chinese enterprises have never had experience in running the Olympic Games before, how to implement the marketing strategy at all stages? What kind of marketing activities will Chinese enterprises take for the upcoming Olympic Games?

After the Olympic Games ended, how should we popularize in the later stage? Are the enterprises fully prepared?

     營銷敏感度不強

The sensitivity of Chinese enterprises to Olympic events marketing is obviously not as good as that of experienced multinational enterprises.

Some time ago, Coca-Cola's Olympic torch relay event, which was planned for the QQ online torch relay, is a classic case.

Looking at the prelude activities made by domestic enterprises before the Olympic Games, they seem to have no influence.

In February 2007, the Beijing Olympic Games gas appliance exclusive supplier Guangdong Zhongshan Vatti gas appliance Limited by Share Ltd jointly announced in Beijing: China's first Olympic community family sports exhibition - "Vatti Olympic Games family start time" officially started;

In April 9, 2007, China Mobile launched the "China Mobile walk with you - the Olympic Family Tour Beijing" campaign, and selected 10 Olympic families to participate in the Olympic games free of charge.

The Bank of China Limited by Share Ltd Shenzhen branch named and co sponsored the "Olympic family, dream Beijing" - "Bank of China and Olympic family" activities.

The event will bring 36 "Shenzhen Olympic cheer" families to the Olympic scene.

In May 2007, Hunan Provincial Civilization Office and Hunan Sports Bureau jointly organized the "Welcome Olympic five ring Xiaoxiang trip" activities.

10 of them won the "Olympic family" to watch the Olympic Games in Beijing.

See, no, they are all family cards.

In addition, Erie's "Olympic healthy China" and Haier's "Olympic city row" are not Olympic sponsors Mengniu's "inter city" nationwide 100 cities nationwide fitness exhibition activities, Xinfei electrical appliances launched the "new flight 2008 cheer group" national trials.

It is also an old-fashioned "universal" line.

Why do all sponsors like to squeeze a single log bridge over all roads and Rome?

Olympic marketing homogenization, propaganda means mediocrity, will only let enterprises submerged in the boundless "Red Sea".

The Olympic Games, like the Oscar prize giving ceremony in the film industry, are destined for only a few people to win the award. Most of them are left empty handed. If the sponsorship business has so far no good idea and plan, then the business should consider how to face the "aftermath" after paying a huge price.