World Cup Or Sports Marketing Climax

Next Friday evening, the world cup in South Africa will start. This four year and one half year long competition will undoubtedly become the focus of attention in the next stage of the whole society. With the promotion of media and public opinion, thousands of fans have long been fascinated by it.

Following the trend, in the eyes of business marketers, the world cup is no doubt a promotional gimmick, and car dealers are no exception.

"Some people say that big events will excessively attract consumers' attention and have a negative impact on car sales. I think if we seize the opportunity, we can surely turn danger into opportunity."

Sun Weixing, the insider, represents the opinions of many young managers of the car dealers interviewed.

Looking back at the car market, "sports card" has long been a tradition.

There is a natural link between cars and sports. This link is not only reflected in small projects such as racing cars.

At the end of July last year, the delegation of the Chancheng District of the seventh Foshan Games was proclaimed. Its ceremony was not held in the gymnasium or conference room, but it was selected in a Korean brand 4S store in Foshan international car city. The brand in Foshan's three largest 4S shop collectively became the sponsor of Chancheng representative team.

The sponsorship of district level official events is undoubtedly a great skill.

And a few brands to highlight their own sports performance, quickly set up a word of mouth, and more for sports events, even at the expense of heavy gold, self - held.

The "San Kok Cup" competition, which ended in Guangdong last year, is a classic example. After being carefully organized by the organizers, this limited two door sports car has become popular in China since then.

It is important to strike a precise attack on market segments, but for most car dealers, small cost sports marketing is more handy.

Since last year, various theme badminton competitions have been rapidly becoming the "home cooking dishes" only after self driving tours in Foshan's brand owners' activities.

As a common weapon to maintain customer sentiment, the owner can play and the employees in the shop can play. It has stabilized the relationship and saved the bottom line.

Perspective: when the off-season is coming, it is urgent to have a strong heart.

Contrary to the passion of fans, the majority of car dealers in Foshan are worried about how to promote sales in the early June.

Even in the 2009 when the car market was booming, it was also seen as a dangerous road for car dealers in June.

In addition to the hot weather, the consumption demand in May will also bring the emptiness to the car dealers after "full food".

In the last week of May, the situation began to emerge in the off-season.

This week, when reporters visited Foshan's three largest car city, it was found that over half of the shops had a downward trend in passenger traffic, and even a few relatively strong Japanese SUV had signs of stagnation.

And a number of three line brands almost appeared single day zero turnover phenomenon.

Although there are still some cases of price increase, most of the mainstream vehicles on the market have loose prices, or the corresponding preferential increase.

In the past few years, the price reduction, which was secretly manipulated by businessmen, has evolved into the fact that manufacturers are openly promoting.

And coming soon

In addition, Shanghai GM Chevrolet has also launched the World Cup Edition of the world cup. It is said that its special kit design is based on the 6 hot teams in South Africa's World Cup, which is available for fans to choose.

And the earlier move was Beijing Hyundai. As early as this year's Beijing motor show, the world cup painting vehicle was launched.

Target: leveraging the big market at low cost

It is a lot of car dealers' expectations of World Cup marketing if they do not pay high cost for extra profits.

"If we want to sell directly, we will not use this approach, mainly to foster a larger market in the future."

An industry insider who is planning the world cup marketing plan told reporters that many brands of such activities are factory led, and car dealers only pay a tiny part.

"I am crazy about cars, to see the World Cup". Recently, importing KIA for their new cars, the world cup has also become a boost, and the netizens attracted by their free world cup award have to vote for the Chinese name after introducing the Chinese name. In the hope of winning the grand prize, people who participated in the naming process will undoubtedly be particularly cordial and deep impression on this strange new model.

"Join hands and cheer for Messi!"

Similarly, with "fans" as the key word, Nissan 4S shop has launched a "super fans campaign" recently, calling on its two SUV owners to participate. The winners can go to the South African stadium with many domestic media for on-site interviews and enjoy high salaries.

Of course, the number of awards will be very scarce, but in order to increase the gimmick, the organizers also set up many lucky awards, with practical prizes to comfort participants.

Aftermarket can also borrow the world cup Dongfeng.

Recently, a brand Foshan dealer announced the launch of a night service entitled "zero appointment" to provide night reservation service for owners.

According to the Service Ordinance, "fans only need to make an appointment by phone, and the franchised stores will wait for the arrival of the owners at any time before zero."

After the bus arrives, fans can enjoy the ball game.

In reality, few owners choose after-sale maintenance after 10 p. m., but the shop also claims that 26 free vehicle safety checks will be launched.

In this way, if the image equipment of the store is high enough, it will be attractive to some of the owners. What is more cost-effective is that the store may capture some of its strong after sales customers and the friends behind them.

Viewpoint: Guangzhou

"Recently, we have received some intentional orders from the car dealers and real estate developers about the theme of the world cup, but from a professional point of view, we do not recommend that we hold such activities, so it is very difficult to do well."

Miss Li, director of Foshan Star King culture, who specializes in event planning, told reporters that although the competition is of high concern, it is not easy to form a real interaction with the public due to the limited participation of thematic activities in the world cup.

The Asian Games to be held in this autumn will have the incomparable condition of the World Cup: the distance from the main venue is only one hour or more; the time difference is zero and easy to accommodate; the content is far richer than the world cup. "In fact, this is a good opportunity for car dealers. When it comes to the busy season in Guangzhou, a lot of marketing can be linked to the Asian Games, not only the cost is not high, but also the maneuverability is very strong."

In the interview, the reporter learned that some people in the industry also had negative concerns about the world cup. "In the past half a month, everyone stayed up watching the ball and probably didn't have the heart to see the car."

Although Xiao Wu, who was engaged in exhibition hall sales, had not experienced the last World Cup in the exhibition hall, he still had a fresh memory of the low tide of Foshan's car market during the 2008 Olympic Games.

"In fact, during the Olympic Games, except for people's attention shifted, it was caused by the general lack of demand in that year. At that time, we took the opportunity to engage in a large-scale Olympic Games promotion campaign, and borrowed everyone's attention to the Olympic Games. The result is very good." Sun Weixing, an insider, analyzed.