Local Shoe Companies March Into The European Cup To Develop Brand Strategy.

As we all know, the ball has long been known as a man's sport. World Cup , European Cup It's a collective Carnival of men.

In June 8th, the 2012 European Cup opened the curtain. The European Cup brings happiness to Chinese fans. Business opportunity Even more so that the majority of businessmen eager to move. When we open the CCTV Olympic Channel, we can find that domestic brands are frequently appearing in the European Cup, and the brands from Quanzhou are also not to be outdone. Hongxing Erke and other sports brands are in high profile.

In world football, the European Cup has a wide range of influence and appeal in the world. For the European Cup, the advertising of CCTV Olympic channel is the brand influence of the European Cup itself.

The advertisement monitoring data in the past few days show that the CCTV reception effect is very good during the European Cup. With the advance of the tournament, especially in the semi-finals and finals, there will surely be more football fans to join in, and the whole reception effect will be better. For example, Hongxing Erke's big push into the European Cup is more based on brand development strategy. Hongxing Erke will create a comprehensive "football brand" of Chinese sports brand. Through the participation of different football projects, we will gradually establish Hongxing Erke's competitive advantage in the field of football industry. To achieve this goal, Hongxing Erke has begun to engage with football clubs in different countries to seek further development space and explore closer opportunities for cooperation between the enterprises themselves and international sporting events. We should jointly find ways and means to link Hongxing Erke and the football industry and open up a new road of innovation.

The high-profile appearance of the European Cup is obviously the prelude to Hongxing Erke's "football brand". For the passion of football, Jinjiang brand is not the first time. As early as the 2006 World Cup, the enthusiasm of Jinjiang brand participation was unprecedented. Li Lang, seven wolves, Jin Ba, Anta and XTEP came on stage. At that time, the advertising investment of Jinjiang brand exceeded 100 million yuan. Naming right 。

By contrast, the Jinjiang brand's enthusiasm for the European Cup is not as good as the world cup. The industry believes that besides the European Cup itself, its influence is not as great as that of the world cup. As for the upcoming London Olympic Games, many brands have already lost their money in the last year's CCTV advertising bids. XTEP's investment has already been over 100 million, while the budget of the strong fighter has reached nearly ninety million.

How should we advertise sports events?

"Football is a man's sport, and the live broadcast of the European Cup is still in the middle of the night, so the audience is mainly hardcore fans, and most of them are men." Xu Yang, director of Anta brand, believes that advertising during the European Cup is a good choice for male consumer goods, but the coverage for mass consumer goods is too narrow.

"Different enterprises will have different products, different consumers, enterprises should be tailored according to their own conditions." The 361 degree brand director Lingjun thinks that the advertising expectations of each enterprise are different. When advertising an enterprise, it should follow the principle of "using numbers to speak" and evaluate the effect of professional organizations as the basic standard of advertising. In addition, before launching advertising, we need to systematically plan a set of scientific and complete delivery process.

First of all, we must plan for advertising, secondly, we should specify the overall communication strategy, and finally implement the advertising task in stages.

The European Cup is basically watched by fans. Hard core fans There are also football fans in the city. Judging from the ratings of previous European cups, the European Cup has always maintained a high popularity rating, which enables enterprises to directly target specific target groups and receive precise results. At the same time, the European Cup or the world cup are mostly broadcast late at night. At this time, there are no other channels to watch. The turntable rate is greatly reduced, and the advertising effect is naturally twice the result with half the effort. Commercial advertising in the midfield and post games is a traditional form of advertising by CCTV for many years. The attrition rate of these two periods is high, and many fans may leave the TV or switch channels. The industry believes that if we can innovate the form of advertising, the effect may be more ideal.

In the European Cup or the world cup and other major sports advertising, enterprises should not only be limited to live television, you can try to diversify the route. Nowadays, the advantages of the Internet media have been greatly highlighted. Compared with the TV live price concessions, it is nothing but a good choice. It is also an enterprise that wants to play a brand in such a major event. If the budget is not high, it can also advertise through the column of the network column, sports version of newspapers and magazines, outdoor TV and so on.