Asian Games Bring New Opportunities &Nbsp; Sports Marketing Still Needs Innovative Thinking.

The sixteenth session of November 12th

Advance layout to try "edge ball"

The Asian Games marketing cost and risk are lower than the world cup, and its competition is more inclusive and participatory. It is a rare marketing opportunity for enterprises trying to expand the Asian market.

However, the "threshold" of sponsors of Guangzhou Asian Games is not low.

It is understood that the lowest threshold for non exclusive suppliers is RMB 10 million yuan.

"For small and medium enterprises that are not capable of becoming official sponsors, they can organize marketing activities related to the theme of the event to promote online marketing, and even achieve the goal of" catching up with users ".

Professor Chen Peiai, Professor of Journalism and communication, Xiamen University.

Reporters learned that some enterprises choose to roundabout sponsorship of sports events, not only relatively small investment, well done and unexpected gains.

During the world cup, from Anta's "play the World Cup" to XTEP's "African scream", each brand through the natural connection with the world cup, aroused consumers' sympathy and concern.

And the commemorative edition of the world cup sneakers, let Jinjiang's climbing shoes industry has received many orders from home and abroad.

In sports marketing, with innovative thinking, we can achieve "42 points".

It is understood that there were people in the industry who worked for the Asian Games with no money to support a company: the formation of a cheerleading group containing the name "Asian Games" and putting these people together, the biggest expense might only be tickets and travel costs, but it could achieve a good communication effect.

Stay in the long run to avoid "short flat fast"

Sports marketing is like a double-edged sword. If it is used properly, it will be invincible. If you are careless, you may lose everything.

During the 2002 World Cup, a domestic company launched new products to buy CCTV exclusive exclusive broadcast rights with about 30000000 yuan.

But after the world cup, the ads for new products are replaced by fashionable and avant-garde singers.

Sports marketing conflicts with "fashion and avant-garde" and becomes a game of burning money.

According to the insiders, sports marketing should be a strategy rather than a tactic, and adopt the "short and fast" way, and take sports marketing as a stepping stone or a simple sales promotion tool. The final result will only be the "Epiphyllum bloom" of the brand image in the eyes of the audience.

From the sports marketing behavior of some international enterprises, we can also find that perseverance is the premise of obtaining excess returns.

Adidas can form strong brand stickiness with the Olympic Games, because it has more than 80 years' Sponsorship history of Olympic Games, and Samsung's sponsorship of Olympic Games has also gone through 20 years of accumulation.

"Enterprise's choice of sports resources will ultimately revolve around the development strategy of enterprises, whether it is the pursuit of sales growth or the promotion of long-term brands, we must make a systematic assessment in advance."

Zhao Feng, director of sports market center of 361 degree (China) Co., Ltd.

It is understood that before starting a sports marketing, TCL will usually find third party consulting companies, spend about 6 months to 1 years to investigate and study, and finally decide what kind of sponsorship projects and plans to make, then effective implementation.