Celebrity Endorsement Saves Risks &Nbsp; Build A Risk Response Plan.

From Kong Linghui's endorsement of Anta, with a phrase "I choose, I like", Quanzhou has pioneered the brand endorsement of enterprises.

For more than ten years, Quanzhou

Risk of sports endorsement

For sports stars, due to physiological factors, such as injuries caused by sports events, and the unpredictability of sports lifecycle, it will bring certain investment risks to enterprises.

In 2006, Lenovo gave a huge amount of money before the world cup to invite Ronaldinho to endorse, while Ronaldinho was in a sluggish and unproductive situation during the competition, while Adidas fully sponsored the diving athlete Hu Jia, but Hu failed to squeeze into the diving dream team, and missed the Beijing Olympic Games; in 2008,

Even though Jeremy Lin, an American Chinese American who has been very popular recently, has some rumors from his domestic companies that he wants to talk with him about the endorsement, but in the face of the possible endorsement fee of up to 4 million dollars, the company still shows a rational side. "From his current exposure rate, the exposure to the brand will definitely increase, but the upgrading of the real brand needs a process."

Liu Xiang, deputy director of PEAK's public relations department, said.

Whether Jeremy Lin is a meteor or a star still needs observation.

Besides, the price of the spokesperson is directly proportional to the achievement of his entire career. Now Jeremy Lin is too much of a bargain. "

Liu Xiang said.

In fact, when PEAK's stock price rose sharply with the rumors of Jeremy Lin signing, there was a sports stock analyst claiming that the rumors were not logical. Jeremy Lin had just become popular, and the listed companies should not rush to make a contract decision because the $4 million endorsement fee is equivalent to 0.6% of PEAK's current market value, and the risk is not small.

In some

Setting up a risk plan

"Because sports events themselves are unexpected, even powerful athletes can not guarantee that they can win every time.

Therefore, after choosing the right spokesperson, enterprises should establish corresponding risk plan mechanism in the next brand promotion.

Lin Dongliang, President of Quanzhou Brand Research Association, said.

It is understood that specializes in "betting" marketing.

"For enterprises, sponsoring sports stars or entertainment stars should be well prepared. In case of failure, the next step is how to do marketing," says Lin Dong Liang.

It is understood that Nike and other businesses in the selection of spokesmen, there is a very comprehensive indicators, including physical quality, will, character, emotion and many other factors, there are specialized team tracking athletes to compete with the situation, in order to respond at any time.

After Liu Xiang retired from the competition, Nike was able to launch the advertisement of "win it back again" in the first time, because it was fully prepared beforehand.

"Sports marketing around the stars is a systematic project from the early exploration of stars to the growth of stars, to the win of the stars, and to how to defuse crises and avoid risks.

Only by doing enough efforts can enterprises gain some gains in sports marketing.

Industry marketing people said.

Learn to stop in time.

"Enterprises can set up a backup plan for celebrity endorsements, and learn to stop like stocks.

Once the star spokesperson is out of the question, in order to accumulate the brand value for a long time, we must sacrifice the meat in time, clear up the warehouse, and replace the image spokesperson in time to avoid greater risks.

Li Guangdou, a famous brand strategy expert, has said.

It is understood that in order to prevent similar risks in foreign countries, general enterprises have additional clauses when signing contracts with stars. For example, the contract is automatically terminated when a star is involved in a scandal or a lawsuit, or the enterprise has the right to stop paying the endorsement fee or even claim compensation.

The success of Pepsi is partly due to its star endorsement strategy.

From Jackson, Madonna, Beckham to Faye Wong, F4, Yao Ming, who is favored by young people, who is the choice of Pepsi Cola.

In the mid 80s of last century, Pepsi Cola spent $5 million 500 thousand on astronomical figures and invited Jackson to shoot an advertising film.

A few years later, because of Jackson's deep involvement in scandal, Pepsi Cola resolutely suspended his contract with him. Madonna once had a strong religious objection. Although Pepsi Cola and Madonna's advertising film had just been released for a month, Pepsi still immediately broke the world's wrist.

After Liu Xiang retired from the competition, Nike did not terminate the contract with Liu Xiang. On the one hand, he was confident of Liu Xiang's future sports career, and on the other hand, he was considering the brand image.

Because at that time, domestic consumers were more concerned about Liu Xiang's retirement due to injury. Nike's support for Liu Xiang in another way is also the best way to restore the brand image.