World Cup: What Is The Marketing Of 30 Million Shoe Companies?

The 4 year football World Cup is about to ignite the flames of war.

It is estimated that during the entire world cup in South Africa, Fujian enterprises will spend more than 100 million yuan on advertising on CCTV.

Experts suggest that enterprises should take full advantage of the world cup marketing, not just a short-term behavior.

   　　 德爾惠近3000萬拔頭籌

It is understood that during the world cup this year, the number of CCTV advertising will not increase, and it will strictly control the duration of pre competition, in and after matches, and strictly control the number of special advertising forms such as naming and special arrangement of columns and sections.

For fans, this may be good news, but for those who want to advertise in CCTV, this is undoubtedly another advertising battle.

Insiders say that the world cup is held once every four years. CCTV is the exclusive rights holder of mainland China's TV and new media in the 2010 World Cup in South Africa. Advertising resources are scarce. Therefore, the CCTV World Cup advertising has become a competitive resource for many enterprises at home and abroad.

On November 2009 16~19, CCTV gold resources Advertising Conference held in November 2009, including Adidas, Coca-Cola, Castrol, Budweiser beer, SONY and other South Africa World Cup sponsors, as well as SONY, Lang, wine, snow, beer, Del Hui, and other enterprises have been ahead of the "full day event broadcast", "shooter list" title, "2010 2010 World Cup tournament exclusive exclusive" and other advertising resources.

The Quanzhou sporting goods company, del Hui, paid nearly 30 million of the price and entered the first round of fierce fighting. Its counterparts on the stage were international giants Adidas and Nike.

Vice president of del Hui told reporters why, in terms of advertising, del Hui in Quanzhou similar sporting goods is relatively conservative.

But this year's most important concern is the world cup. CCTV is certainly the best choice.

For nearly 30 million of the price, why do you feel "very valuable"?

"As for the core resources of the world cup, Adidas itself is a global partner. Of course, it can not be compared. Nike about 30000000 is the pre competition advertising set, and we are the three advertising places in the competition. These are very good exposure opportunities."

 　　　三階段招標

The reporter learned from this tender presentation meeting that CCTV 2010 World Cup advertising product was launched in three batches.

The first batch of advertising products, including the designated location of the event sets, and the core scarce advertising products such as the "rich banquet" special offer, have been completed in the 2010 gold resources advertising bidding and subscription subscription.

The second batch of advertising products, including event broadcast, column broadcast and patch, column special and some section naming and other products, will be released at this briefing.

The third batch of advertising products, including advertising products such as single event advertisements and time interval broadcast, will be released in mid April 2010.

"Core resources are always the most important concern. Sponsors also have priority, and prices are rapidly pushed up under fierce competition."

Wang Zhijian, general manager of Xiamen run Hua platinum Advertising Co., Ltd., told reporters that, like the stock market and the housing market, the price of capital is rising, and the advertising prices of CCTV, especially the advertising prices of rare resources are also rising rapidly.

According to the introduction, compared to the last World Cup, the price of the world cup has doubled over the past World Cup. "The original advertisement of one event may be about 7000000, and the base price will be over 17 million. Finally, the price will be close to 30 million."

It is understood that at the end of last year, XTEP and 361 degrees from Quanzhou became strategic partners of CCTV sports channel and "CCTV sports channel clothing designated suppliers", which got tickets for World Cup marketing in advance.

People familiar with the matter told reporters that at present, several major sports and men's wear brands in Quanzhou have confirmed the advertising of the world cup in South Africa.

It is estimated that, according to the enthusiasm of Quan enterprises for sports marketing, the advertising invested by Fujian enterprises on CCTV will be more than billion yuan during the whole world cup in South Africa.

  　　  全方位借勢    

With the coming of the world cup, many enterprises' activities on line and offline have been completely rolled out, and many enterprises have launched a promotional event of watching the world cup in South Africa, attracting many consumers.

Marketing Master Zhu Yutong said that enterprises should not simply regard sports event marketing as an advertising and promotional means. They only hope to rapidly increase their sales revenue during the competition and expand their brand influence.

At the same time, it pays great attention to advertising investment, but does not carry out other supporting work, without the integration of enterprise resources, resulting in serious waste of resources.

This short-term behavior has little effect on the expansion of brand influence.

Because consumers are most concerned about sports events in sports events, they may ignore a lot of other sports events. If shoe companies only engage in short-term marketing, consumers will still not remember the brand after the end of the sports event.

"Sponsoring sports activities by enterprises is a kind of borrowing marketing behavior.

Whether or not the sponsor of the world cup, if we can reasonably take advantage of the situation, we can make the sports spirit better pferred to the brand and make the brand better "calcium supplement".

At the same time, in the process of brand building, choosing the right media according to their brand positioning, whether in the whole country or in the region, is a wise and rational choice to enhance their brand influence.

    　　世界杯營銷是為了什么？

At the tender meeting, the host Bai Yansong made a joke that when the former world cup was over, friends asked him when you changed to Fujian channel.

Are businesses in Fujian advertising?

For this reason, this year's World Cup exposition shows that CCTV has chosen only three cities in Beijing, Shanghai and Xiamen, and the importance of Fujian enterprises in it is obvious.

It is undeniable that the world cup has brought great impetus to the development of spring enterprises.

During the 2002 World Cup, seven wolves, Jin Ba and Qipai landed in CCTV, and became the new TV show of CCTV at the price of nearly ten million yuan per household.

When a few stars appear in the picture, they are followed by a series of powerful shots in Longmen. One does not enter, and finally, a voice of great momentum.

The strong masculinity of the powerful fighter is most vividly displayed.

"Women's demand for men is men's demand for suits".

"Seven card suit, a woman's heartbeat!"

These slogans have been echoed throughout the river in a very short period of time. Seven cards have developed from one regional brand to the national well-known brand.

In 2006, when the World Cup advertising promotion tasted the sweetness of the strong fighter again heavy blow, the CCTV "2006 World Cup shooter list" naming right into the arms, XTEP is named the courier news column.

In addition, the seven wolves were named "super team" column, and selected "all day event set", "rich feast", "World Cup news set" and other advertising projects.

Another brand of the seven wolf group is dancing with wolves, and Li Lang has also chosen to play the advertising project.

At the same time, the new faces of Sydney, Sydney clothing, shoes, footwear and other new faces also seize the opportunity to appear in CCTV during the world cup.

When the curtain of the world cup in South Africa is about to open in 2010, many of the Fujian enterprises implicitly expressed enthusiasm for participation except Delhi. However, as long as the world cup is not officially kicked, how to do it is always a commercial secret.

From 2002 to 2010, 8 years ago, these old faces on CCTV grew up in Quanzhou.

At different stages, demand is also different. The initial stage of brand may be for brand expansion and investment promotion, brand publicity and brand development.

In 2010, what is your world cup marketing for?

After making this clear, it is not too late to find CCTV.