Look At Marketing In The World Cup

Once every four years, the world cup has now become a worldwide super Carnival event. Over hundreds of millions of huge fans have been broadcast live on the rounds. High-density and high-intensity media exposure has already broken through the host city and swept the whole of mankind.

For such a sports event, the media naturally flock to it, and businesses can not afford to miss it.

The scale and strength of enterprises are carrying a unified impulse of the world cup.

The number of enterprises in the world cup is even more amazing. There are few enterprises that really take the world cup and become famous.

But the enthusiasm of enterprises to participate in the world cup can not be ruled. Good wind depends on borrowing, effective strategy and proper operation.

No one can tell what the next black horse will be, so deep in their respective fields and strategizing, until the World Cup starts, everything is clear: we can see the brand's painstaking marketing tactics and their respective or successful or failed innovations.

At present, the South Africa World Cup starts soon, and many enterprises have already thrown out their marketing skills.

Some of the giants who are experienced in sports marketing tend to be steady and steady, and some of the industry's new leaders are ready to take the lead.

Buy strong media advertising: strong brands and successful brands, not strong ones and industry leaders.

We will not forget that Coca-Cola's TV commercials that appeared at high frequency during the Olympic Games are wonderful, profound and unforgettable.

With its strong coverage and influence, TV advertising has become a battleground for the military.

Internet media, as a rising star, has never shown signs of weakness.

After China's network television (CNTV) monopolize the world cup broadcast rights, the war between the major video and portal networks has also been smoky. Cool 6 has announced that it has become the first video website to broadcast and broadcast the rights of the world cup. Potatoes and Youku have also won the right to broadcast the world cup.

Sina and Tencent tease each other about advertising services, and the smell of gunpowder is strong.

The reason why these media are so clear about the world cup is that they are very beneficial to the promotion of their own brands and have a lot of advertising revenue.

During the world cup, besides the beautiful viewing data, there are more continuous stimulation of the 64 matches, so that the advertisements of the enterprises are centralized and effective. The TV and the network's circular serial links complement each other and complement each other in time and space, so that the marketing value of the media can be maximized.

However, this way of advertising investment requires strong financial and technical support, usually the leading brand in the industry or the direct sponsor of the event.

Selection activities, innovation events: shorter than creativity, strategy, and non official sponsors to achieve brand breakout.

Whether it is organizing events or creating events, modern marketing pays more attention to the consumer experience, allowing consumers to participate in the world cup related activities in person, focusing on interaction and communication with consumers.

Aiming at the endless marketing activities of the world cup, the modern automobile has sponsored the World Cup "best young player" rating activities. The winning player will win the modern brand new city SUV ix35. KIA motor has launched the "KIA mascot friend" (Kia Mascot Friend) project, and will select 64 8~14 year old youngsters in the world. The candidates will join the World Cup mascot "Zhabu Mi" to enter the arena performance program.

These activities are no longer the traditional single title sponsorship, but set up competition, interaction and other links, attach importance to the emotional needs of fans, create a close contact experience platform between fans and the world cup, while fans focus on the world cup and participate in the selection, they will also enhance their recognition and preference for the brand.

In addition, some activities and innovative events can be opened up in another way.

During the world cup, the whole scene and all fans were enveloped in a "positive, competitive and dynamic" atmosphere, which inevitably produces numbness and immunity to some similar activities.

Coca-Cola and Sohu sports launched the "2010 World Cup soccer baby trial". Tencent and duo women's mobile phones launched the "2010 World Cup in South Africa," and so on.

Although the two compete equally well, they are equally divided.

But the starting point is exactly the same. It's another kind of comfort aesthetics that audiences meet after sports competition.

Creative activities, event marketing, etc., which started with sports hot spots, have been used by some international brands as early as many years ago.

Launching innovative products: holding cultural exhibitions on related topics, offering thematic souvenirs, and launching a series of concept products, which will effectively enhance brand awareness.

Some sports related industries, such as football lottery, sports equipment, sportswear and shoes, beer, functional drinks and so on, can make full use of their product characteristics, launch commemorative packaging versions, change the image of terminal distribution, integrate the concept of young, passionate and positive football, and use the charm of football to enhance the brand awareness of enterprises.

In addition, the value and cultural connotation of the brand can be deeply embedded in the world cup.

This product innovation, apart from the image and appearance of the fit, more profound brand implant effect.

For example, Yingli Green energy, the official sponsor of the 2010 World Cup in South Africa, brought the Chinese elements to the world cup for the first time in the 2006 World Cup in Germany.

The players running on the field can see the Chinese characters on their ball clothes. It is Yingli who printed the four characters of "China Yingli" on the players' jersey.

In terms of product innovation, Yingli's "low carbon" solar energy will also be unveiled in the 2010 World Cup. This "low carbon" product just caters to the global "low carbon, environmental protection and green" trend, and will also have a green wind on the world cup.

The innovation of products is just like the idea innovation, which requires decision-makers to ponder carefully and find the relationship between products and sports events, so that they can not ignore their own brand value and the spirit of the world cup.

Borrowing personal brand: asking superstars to endorse is the old way of sports marketing, but whether the spokesperson effect can be applied to the extreme is the result of many factors.

The world cup is a good stage for personal brand development. Players who have amazing performances and talents in the arena are always loved by countless fans and become the focus of media pursuit.

If a company skillfully engrafts its own brand and combines itself with its own brand, it will play an important role in deepening the brand influence with the powerful appeal of football stars to young people.

In the 2006 World Cup, Nike chose Henry, the former world cup champion Brazil, as spokesperson, hoping that Brazil would take the 2006 Nike to the end of the world cup.

A dramatic scene took place in Brazil's 1/4 finals against France, and Henry's goal made Nike decide on its choice of spokesperson.

Not to mention the combination of Guangxi's golden voice and Ronaldo a few years ago, the advertisement is still puzzling some audiences.

The close relationship between brand personality and personalities is a criterion for enterprises to identify characters after pan star.

Whether it's a "fan" or a new industry, companies are looking for "stars to be right".

However, even if we choose the stars of the "door to door team", sometimes enterprises should prepare for the contingency plan.

Borrow the terminal market: it is a huge sum of money, please endorse, to spend a lot of marketing costs, and to ensure that the terminal market is a powerful guarantee to avoid risks.

Terminal is the forefront of product sales and the last nerve of marketing strategy. It is an important strategic position.

Product display, promotional activities, POP and staff service in the terminal market are not only the most intuitive consumer experience, but also the best channel to perceive brand and brand communication.

In 2006, McDonald's hosted the world cup in Germany, the joint China Youth A and FIFA, and held the world cup caddie draft in four cities of Beijing, Shanghai, Chongqing and Guangzhou respectively.

This terminal activity enables consumers across the country to feel the flame of the world cup even if they are miles away.

At the same time, POP, LOGO and print ads in the mall are the forefront of consumer experience. They should be unified planning and integration.

Whether the response of each terminal node is good is the touchstone for testing advertising behavior.

Compared with international brands, the less competitive domestic enterprises can try terminal interception to meet the world cup and stabilize the terminal, which not only can directly and effectively enhance the turnover, but also avoid the waste caused by huge advertising.

The world cup battlefield is not only the competition between the team and the team, but also the beginning of the spread of the sniper battle of all brands.

Every enterprise participating in the war will be a baptism and quenching for enterprises and brands.