2011 Sports Marketing: How Can Sports Shoes Win At The Starting Line?

The February 21st news has come in 2011, and all sports events are also in full swing.

"If you want to do well in your work, you must first use your tools."

Sports resources are fundamental.

Grasping resources is the inherent factor for sports shoes enterprises to sing sports marketing.

Sports marketing has plenty of sports resources. There are Olympic Games and Asian Games at one time. There are regional focus of the whole games and provincial sports. There are world-class World Cup and World Championships in the left, and NBA and all kinds of open competitions on the right.

In the face of such overwhelming sports resources, it is inevitable that the sports shoe enterprises are at a loss and unable to do anything.

Most of the time, the sports shoe companies always like to chase those extra large events, such as the world cup, NBA and so on.

Influenced by the profits of enterprises, most sports shoe enterprises can not be as generous as a multinational brand.

But the Chinese have always been known for their flexibility, poverty and change, and in the face of financial difficulties, sports shoe companies will generally participate in the theme sports advertising sessions organized by large media such as CCTV, and divide them into one of the major sports related resources.

When such shoe companies are complacent, they think they have also played a sport. When they are in the international market, they do not know that they have invested a lot of money, but only a self deceiving repetitive media launch, which is almost insulated from those big events.

No consumer will be impressed with the professional attributes of his sports.

Therefore, sports shoes should grasp sports resources rather than blindly, but pay attention to fitness.

Although big is good, but when the strength of the enterprise is not good, blindly seeking big will disrupt the established policy of the enterprise, and waste the limited resources of enterprises from the chaos.

The best is the right one.

Suitable sports resources will neither occupy a large part of the limited resources of enterprises, but also meet the basic needs of enterprises.

Suitable sports resources can maximize the output benefit of enterprise input, while sports shoes enterprises grasp sports resources, fundamentally speaking, it is necessary to strengthen the shaping of their professional sports attributes, indirectly promote market sales through professional sports image, and improve the profit level.

Intensive cultivation of sports resources is the key.

The key to catching sports resources is inheritance.

There are many sports resources everywhere, such as the star sports brand floating around, it is inevitably dazzling and indifferent, and the most taboo of brand communication and brand building is "scattered and chaotic". The sports shoes enterprises hope to convey to the target is an accurate, clear and stable brand information. At this time, if the enterprise blindly chase all kinds of sports resources, today, sponsoring the world cup, tomorrow will play the National Games, the day after tomorrow will become a marathon, on the one hand, it will invest too much and consume resources, on the other hand, it will also make the target consumer group easy to be confused, and the impression of brand confusion, but on the contrary, it will outweigh the gains.

Sports shoes enterprises use sports resources in a comprehensive way.

Only from the beginning to the end, can we deepen the cultivation and meticulous cultivation in a certain sports field, in order to make a deep impact on the established target target with the professional influence of the special sports events, and lay a solid foundation for the brand building again and again.

PEAK's continuous sponsorship of NBA is a good way to implement this principle. As a Chinese national brand founded on brand foundry, the decision makers of PEAK's brand development strategy always use the foresight strategic vision to plan the future of the brand.

Thanks to the in-depth cooperation with NBA, PEAK has wisely chosen the way of combining products and brands in depth, and firmly grasped the concern of the core audience on PEAK brand and products.

While promoting its brand image, it also promoted the sales performance of PEAK terminal stores and strengthened its brand image in the minds of consumers.

{page_break}

Integrating sports resources is a breakthrough

Sports shoes enterprises use sports resources to mold professional brands, and grasping resources is only the first step in the long march.

We must integrate resources well.

Otherwise, good resources will not play a big role.

Resource integration is the internal link of the utilization of sports resources, but for most domestic sports shoe enterprises, the integration of sports events resources has always been a soft threat to excavating sports resources.

In fact, any sports event has its own unique resources. This kind of resources is not just the simple elements such as advertising, team shoes, uniforms and so on. Thematic advertisements, event promotions, and supporting gifts are all part of sports resources. Besides, there are other deeper hidden resources such as tournament interaction, simulation games and so on, all of which are part of sports resources, which test the resource integration ability of sports shoes enterprises.

Looking at the current integration of sports resources by enterprises, we find that most sports shoe enterprises can only achieve the integration of resources at the basic level such as site advertisements, team shoes and uniforms, and at the very best, they can further achieve corresponding supporting sales promotion and advertising communication, and further, they are not good enough to handle.

There are not many successful cases of resource integration, but Nike has done quite well in this regard. Taking Nike signing Kobe as an example, in addition to using its own resources, it has introduced a professional basketball shoe series - Kobe shoes, with Kobe's strong influence and appeal in the International Basketball League to launch product lines, which is Nike's deep and effective integration of Kobe's unique basketball resources.

The purpose of sports marketing is to raise the brand value of shoe enterprises, shape the brand's strong position, and develop market and expand sales by brand.

Shoe enterprises should take sports marketing as an organic part of brand building, and implement it for a long time and shorten the distance from consumers through sports marketing, so as to enhance brand image and gain long-term benefits.