Severe Cost Prohibition On London Olympics Marketing

The London Olympic Games are booming, and the sponsors behind it are also marketing the Olympic Games for four years.

Compared with the 2008 Beijing Olympic Games, with the pfer of home to London, Chinese enterprises' participation in the Olympic marketing line-up also changed.

At the thirtieth Olympic Games four years later, not only Lenovo quit the sequence of big sponsors, but also the number of Chinese enterprises participating in other levels of sponsorship.

The Olympic marketing strategy changes with the pfer of home ownership. Behind this is the consideration of the overall strategy of the enterprise, and more concern is whether it can find the joint point between the product and the London Olympic Games.

"Olympic sponsorship also has many risk factors such as the difficulty of marketing, the high risk of huge costs, the Olympic venues or the ban on publicity and publicity."

Fan Jie, partner and vice president of management consulting, said Mr.

Hot Olympics and calm marketing

"The significance of Beijing Olympic Games is different. In the case of home court, the dual promotion of the government and the market has led to the outbreak of enthusiasm for Chinese enterprises, and at that time our economy was still on the upside path."

Li Zhiqi, chairman of Beijing's future marketing consultancy group, told reporters that these objective conditions are no longer enough. The decline in Olympic enthusiasm of Chinese enterprises is understandable.

According to Li Zhiqi, several of them participated in Olympic sponsorship in 2008.

The marketing effect of ex post evaluation of beverage enterprises is not as good as expected in terms of market share or consumer cognition.

"It is very important for the event marketing of such a big theme as the Olympics, whether the enterprise has enough ability to control, whether the product can be found better associated with the Olympic Games, and whether it can form a positive interaction with the audience."

Li Zhiqi further analyzed.

As a matter of fact, Olympic sponsorship is a double-edged sword, which is not good enough to hurt enterprises.

According to Fan Jie, the marketing strategy of an enterprise is subordinated to the overall strategy of the enterprise. It should consider the international development stage, financial ability, target market selection, enterprise positioning and financial risks brought about by huge investment.

Therefore, when the organizers in the UK face the high cost, huge risk and weakened marketing effect, Chinese enterprises naturally can not "ignite" interest in London Olympic Games.

The last Olympic partners, such as Bank of China, PetroChina and China Mobile, were not overseas, so they did not invest heavily in London Olympics.

4 years ago, when it came to the key moment of internationalization, Beijing Olympic Games had great significance and could quickly promote the worldwide brand awareness with the help of the Olympic platform.

Today, however, with the success of internationalization, the significance of Olympic sponsorship is much smaller than that of Lenovo. The high cost of sponsorship also makes the association of cost control more prudent.

How much joy and sorrow

Sponsorship is just a kind of sports marketing, which is often not the focus of sports marketing.

For Chinese enterprises, Fan Jie believes that no sponsorship does not mean that sports marketing can not be done. The core is that sponsorship is only a platform.

The resources of enterprises are limited, and the resources to be popularized after the sponsorship are inevitably reduced.

Compared with Adidas, Fan Jie found that under the condition of sufficient promotion expenses, ordinary consumers would feel that NIKE is more vigorous and more like sponsors.

At the same time, NIKE sports marketing is well done. The core lies not only in the spread of advertising, but in the complete marketing system behind him, which is the core ability of his choice of celebrity endorsements: choosing the right star's vision and making early choices and waiting patiently when the athletes have not become stars, such as Liu Xiang, Li Na and so on.

When Sun Yang broke the world record in the London Olympic men's 1500 meter freestyle final and won second gold medals, the industry said that his status could rise to ten million compared with that of Liu Xiang's Athens Olympic Games, and the three of them, Erie, 361 degree and Coca-Cola, could be regarded as the right ones.

In August 3rd, Erie launched the "Erie invite you to the Olympic Games" interactive activities on line. With Sun Yang's high popularity, the activity visit volume exceeded 100 thousand passengers on the first day of the line. Another 361 month August 2nd of the "Bao Bao Bao" rose sharply after the opening of the Hong Kong stock market, and the intraday rose 5.26%.

The German wood group, which has just signed up as the official sponsor of China's men's basketball team in April 12th, is not so lucky.

After being defeated by the British team and losing five consecutive defeats, the Chinese men's basketball team ended the twelfth Olympic Games.

TCL, the main sponsor of China's men's basketball team, may have to change its marketing strategy with a sense of sadness.

However, Cai Guoliang, chief digital research officer of Greater China, believes that Olympic marketing is nothing more than a syllable in the entire marketing movement of a company. Only with steadfast and patient management, careful consumer insight, balanced media delivery and integrated marketing communication will be the ultimate success.