World Cup Marketing &Nbsp; Is There Any Edge Ball To Play?

No one denied that in June, the hotter summer temperature was the four year world cup.

However, in this month, "2010", "

But if you give sponsorship fees to FIFA (FIFA), that's not to be said, of course, the cost is 30 million -4000 million per year.

Of course, through the normal sponsoring channel, the reputation is loud and clear. It is the sudden purchase of sponsorship right at the last minute without anyone asking.

This is the "anti world ambush marketing" launched by FIFA in South Africa. It sounds very bully, but in order to protect the interests of sponsors, it is not unreasonable.

As of June 8th, FIFA announced that 451 trademark violations of the world cup have been identified and stopped.

For enterprises,

At the very beginning, most companies wanted to advertise their advertisements outside the world cup in South Africa to confuse the audience.

But FIFA has cut a long cut, and has learned to reach an agreement with the relevant departments that can do outdoor advertising to achieve the purpose of controlling off street advertising and anti sneak attack.

Then the enterprises gathered their popularity through holding activities related to the world cup and hyped up.

One way to get things done is to do activities not far away from the venue.

But the move was also heightened by FIFA and the firewall was set up outside the stadium.

For all the big companies that have already invested and want to "

As a result, some enterprises want to send their products or brand identification items to consumers, and they can "grab the camera" when the cameras shake to the auditorium.

The world cup in South Africa has imposed severe punishment on similar means and has taken legal responsibility of the consumers concerned.

This method seems to be impracticable.

Short term play is not feasible. Enterprises should change their long-term strategy to get rid of the short term effect of World Cup marketing.

Companies are starting to sponsor celebrities, not the official sponsors of the world cup, but the sponsors of big stars. It's a good way.

But pray that the star you sponsor will not miss the world cup without any reason.

Or sponsoring the team, there are two ways of thinking: one is to bet on favourites to win the championship, but to pay a big price, one is to bet on a weaker team looking for a dark horse.

Companies who are good at this way generally do not sponsor only one team, so that they will not follow suit.

In fact, when people are concerned about intense competition, other programs and activities need to be relaxed.

Why don't you look for ways that are suitable for yourself and express their own characteristics and positions?

Kulula advertising event is a big hit case.

When FIFA iron fist met a Budget airline company in South Africa claiming to be featured by humorous air broadcasting, the result was a bit of a Kulula.

The company is trying to get consumers' attention by imitating and even taunting the marketing methods of official sponsors, such as advertising slogans.

Kulula launches an advertisement, written in the middle of soccer, South African flag and South African characteristic trombone vuvuzela pattern, "you know what the the unofficial national carrier of you-know-what" is.

Although the Kulula advertising event has also been included in the world cup trademark violation, people's impression of Kulula is even more profound.

Folk wisdom has been brought into full play at this time. Under the marketing campaign of official sponsorship, which is popular with traditional ideas, some people have launched innovative marketing methods.

Such as the South African flag? "Color beach towel"; football shoes? "No, this is running shoes"; football players ready to shoot at the foot? "The man raised his right foot and put it down, so he kept wiggle."

The most ridiculous is the biggest slogan of the typeface, not even "2010". "Not next year, not last year, but in the middle."

FIFA is very unhappy, but can not fully vent its dissatisfaction.

In fact, "value maximization" is the best result that every enterprise should pursue. The marketing strategy of the enterprise has always existed.

In the 2008 Olympic Games in Beijing, the "Olympic Committee of the Olympic Games" (Olympic sponsorship), the Olympic Games sponsors, has long existed.

There are many star enterprises in Beijing Olympic Games, such as Mengniu, Lining and Wang Laoji.

Lining's strategy is reflected in the sponsorship of the CCTV Sports Channel hosts and journalists, and the sponsorship of many hot winning teams, plus Lining's personal opening ceremony so that he can become a sponsor of the Olympic Games in the hearts of the Chinese people.

In fact, the real sponsor is Adidas.

Although Lining's strategy has made more use of personal popularity, more and more new media, such as various forms of media on the Internet, may enable enterprises to find more new ways.