The Contest Between Sports Marketing And Integrated Marketing

Yao Ming's retirement is just one of the hottest topics in the last few months. Yao Ming's commercial value and sporting events are closely related to the shoe industry. In most NBA matches, such famous brands as PEAK, Anta, Lining, Jordan and so on are brought together. Our sports shoes and clothing enterprises also follow the footsteps of Yao Ming on the NBA field and follow their footsteps in the NBA market and the hearts of Chinese people. Now Yao Ming officially declares retirement in July, and realizes that most sports brand shoes enterprises are facing new selling points.

The brilliant career of sports leaders has come to a successful conclusion. In the future, how sports shoes enterprises have become hostage in sports marketing has become a topic of discussion in the footwear industry. In fact, it has not completely broken the plan of sports marketing for shoe enterprises. For small and medium sized shoe enterprises, sports marketing is not so complicated. Unlike sports sponsorship, it pays attention to "match each other". Marketing It is not a marketing method of throwing money. Like the companies that are best at marketing nowadays, they often use the lowest marketing cost to achieve the maximum marketing effect. The sports marketing of small and medium-sized enterprises may not be able to compete with the large well-known enterprises, but as long as the strategy is proper, flexible and persistent, it can also get twice the result with half the effort. Effect 。

Using NBA stars to enhance brand

In the full range of domestic sports brands, shoe companies want to be themselves. brand Stand out, the unique way of marketing is very important. For those two or three line brands, if they lack the necessary marketing means, they will surely be swallowed up by those big brands. In the old brand enterprises that use sports marketing, PEAK is an example of many small and medium-sized shoe enterprises. At present, PEAK has 15 NBA stars in various teams, which greatly improves PEAK brand awareness. In the six years of NBA Dongfeng, PEAK's sales grew by an average annual rate of over 80%, far exceeding that of other competitors.

In the cooperation with NBA stars, shoe enterprises must pay attention to the marketing effect. In line with every sports event, it carries out a full range of reports in the Internet, television, newspapers and other related media. It closely links the brand with the NBA stars, so that brands can appear in people's sight all the time, and can also adopt a marketing mode that is interactive with consumers, so that consumers can realize the natural integration of brands and sports, so the strength and comment of consumers are more authoritative and have the right to speak. If consumers are dragged into publicity activities, they will often get better returns. When interacting with consumers, we should pay attention to analyzing those people closely related to sports events, and see whether the target customers are in line with sports fans, so as to enhance their brand with the help of five sports events.

It is important to note that when companies are eager for fame and fortune, they should not be too crowded. This may lead to the NBA players being able to compete with others, which will lead to dilution of brand prices and the opposite effect. Therefore, when adopting sports marketing, enterprises must adopt appropriate strategies and appropriate strategies to achieve win-win results.

Integrated marketing is crucial.

In addition to cooperation with NBA stars, enterprises should take various forms in marketing activities, such as sports advertising, promotion, and activities, so as to form the potential of marketing. The most common activities are virtual network activities and online competitions, such as college basketball matches, street dance competitions and 3-5 person basketball games with street hair. To sum up, when planning publicity activities, enterprises must link up with "grass roots", pay attention to every detail of publicity activities, and achieve greater results with minimal input.

In addition, enterprises should know every business opportunity in the sports world, seize the opportunity, improve the visibility of products and recover the cost at the fastest speed. This requires quick response from the enterprise with keen insight.

Finally, the author suggests that sports marketing strategies should be done according to their abilities. To understand the only way of sports marketing, enterprises should also make greater progress in R & D, terminal channels and marketing strategies, so as to ensure that shoe enterprises take a firm step in the market and seize the emerging market.