Adidas Olympic Project Management Unique Skill

A brand should not only establish relationships with its customers, suppliers and distributors, but also establish relationships with a large number of interested public.

Some experts say that the power of mass advertising is becoming weaker and weaker, while public propaganda or soft activities, which are continuously released and disseminate to support the promotion of companies or products and shape their image, are more and more influential on consumers. The effect is about 5 times that of advertisements.

That is to say, public relations activities have a special effect on building brand awareness and brand knowledge.

As a partner of the 08 Beijing Olympic Games, how Adidas can attract public attention in a short time and stimulate channel members to promote product flow and create good sales performance is the first problem that Ardi must solve.

Adidas decided to make every effort to seize every possible opportunity of the 2008 Olympic Games, create birth publicity themes and interesting stories, and establish a communication target of popularity, strength and freshness.

Well aware of the fact that the Adidas authorities are turning to "soft activity" (public relations based event activities and topic communication, called "soft activity" by the pompson institution) as its core promotion strategy.

Therefore, for the 2008 Beijing Olympic Games, Adidas tailored a series of "soft activities" including news conference, city road show, sports vision art exhibition, network interactive experience, design competition, mass sports activities, crisis public relations and so on, launched a comprehensive offensive, and promptly activated all kinds of media, widely participated in or reported on the games.

First, using the news to blow up the Olympic Games assembly number, Adidas uses the form of a press conference to open and direct the public. The purpose is to create momentum and create a favorable environment for public opinion and play a positive role in promoting it.

Before the 08 Olympic Games, Adidas held two large-scale, powerful promotion and shaping of Adidas's brand communication and public opinion propaganda.

"Signing 08 Olympic partners" joyful banquet, set the keynote of Olympic strategy.

The China Olympic Organizing Committee, media and sports stars were invited to release the news to the industry.

Adidas put forward the slogan "no gold can not be seized", and wish China every gold medal.

Start the ceremony of the 08 Olympic Games, and vow to fight the 08 Olympic Games.

On November 30, 2007, at the Yongding Gate Square in Beijing, ADI announced the 08 Olympic Plan with the theme of "2008 together, no impossible".

The activity began in December 2007 and lasted until the end of the 2008 Olympic Games.

The plan is aimed at encouraging all Chinese people to unite and dance the 2008 Olympic Games, and the shooting of Ardi's Olympic strategic movement.

Two, urban roadshows, in practical action, call on the whole people to take part in road show (roadshow). It is a comprehensive outdoor activity that condenses the brand culture and realizes the consumers' cognition of products or brands through the deep interaction with consumers.

Road shows are a powerful way of public relations activities.

One is effective contact with consumers, and experience brand culture together, enhance brand awareness and loyalty; the two directly connect the relationship between brand and customers, quickly occupy the mental and emotional share of consumers; the three effectively pull the sales force of the activity market, stimulate consumption and promote market share; the four will effectively change the brand misunderstanding of consumers, give back to social support, and enhance the share of memory.

Adidas connects customer's will with roadshow activities.

Road shows are being held in Beijing, Shanghai, Guangzhou, Shenyang, Dalian and other important cities, calling on the participation of the whole people to really integrate the movement into the lives of each of us.

The first phase of the event: "2008 together, no impossible" Olympic experience.

Activities have been going on from December 2007 until the end of next year's Olympic Games.

Activities in Shanghai, Guangzhou, Xi'an, Shenyang, Chengdu, Wuhan and other major cities have been held one after another. Every city has a very warm atmosphere at the scene, which has aroused the popular craze for the whole people to participate in the Olympic Games.

The second phase of activity: "have your support, make dreams come true" football experience of Olympic Games.

The theme of the event is "have your support and make dreams come true", mainly around Adidas's recently released "the Great Wall star" and the Olympic advertising film of Chinese soccer player Zheng Zhi.

Beijing start (01/26) continued in Zhengzhou (03/01), Hangzhou (03/15), Changsha (03/22), Qingdao (04/05) and other cities.

The third phase of the campaign: "2008 we run together" national running activities.

The purpose is to call on the whole nation to take action and to participate in the Olympic Games to cheer up the Olympic Games with the Chinese athletes in the Olympic Games.

According to the ADI authorities, "2008, we run together" to cheer the Olympic run for the whole nation will continue until the opening of the August Beijing Olympic Games, which lasted for 2 months and will cover all China.

Three, with the movement of "coseismic" movement of the art and the Olympic sentiment, the exhibition of the "coseismic" movement of the horizons launched by Adidas, taking the theme of "human and sports" as the theme, attracted 71 artists at home and abroad to express the Olympic passion with artistic inspiration.

Activities will take place in 6 cities in Shanghai, Guangzhou, Nanjing, Shenyang, Chengdu and Beijing in a row. The time will last from November 10, 2007 to July 26, 2008 to August 26th, and it will last for nearly 1 years.

At the end of the auction in Hongkong, the sponsor Adidas will donate some of the proceeds to the relevant sports charity organizations to support the further development of China's sports industry.

Four, network interaction, experience "Olympic dream", "challenge your Olympic dream" experience activities, starting in April 10th, recruitment time from April 10th to May 10th.

ADI provides a participant network platform to show participants' sports personality and provide participants with three unique dream opportunities.

At the same time, the world famous athletes told stories about their growing up.

Each story explains the theme of "no impossible" in a plain perspective.

The whole activity began in March, and was launched through the global TV, Internet, retail stores and print media.

The experience of the network has gathered great popularity and attention for ADI.

This marks the start of Adidas's second stage Olympic promotion plan.

Five, the "award dress" design competition was held, and Adidas was invited to open the world. A joint award winning competition was also held jointly with the Beijing Olympic Organizing Committee. The purpose was to "let the Chinese athletes wear the costumes with national characteristics and the wisdom of the Chinese nation on the podium of the Beijing Olympic Games."

It is reported that this design contest participants enthusiastically, including Chinese Volleyball (global brand network) athletes Zhou Suhong, Tang Miao and so on.

ADI CEO Haina said that the reason why Adidas has openly solicited design proposals to the world is to let the Chinese people all over the world have the opportunity to participate, experience and share the Olympic Games.

"I believe that the final entries must have Chinese national characteristics and win the favor of the whole world."

Six, advocate mass sports activities, and continue this life and the next life. Adidas is the advocate of mass sports activities.

It has actively participated in the mass sports activities, and promoted the rapid development of China's mass sports activities, especially in the cultivation of China's mass basketball market.

Adidas has been holding the street basketball challenge in China for 13 years, creating many opportunities for thousands of children to show themselves every year.

It can be said that Adidas has a long-term plan for the mass sports activities, which can lead the Chinese people to like mass sports and seek for the future.

In 2006, Adidas began to organize the "green growth plan" and launched the "real brothers, basketball league" summer Basketball League in 08 years, and promoted and guided the development of Chinese mass sports all the way.

Seven, crisis management in a timely manner, attitude to win understanding of the "flag gate" incident, although a bit unexpected, but Adidas's rapid reaction after the performance can be understood and tolerated.

In addition, advertising creativity has caused the ambiguity of netizens, and has been criticized and blamed. But Adidas has shown great concern and is willing to listen to various opinions.

Faced with the media's doubts about the failure of the spokesperson, ADI also expressed a calm attitude and quickly turned to the concept of "stars". Wang Junyu, a manager of the world, said that as a world famous brand with rich experience in the Chinese market, this practice undoubtedly demonstrates the ability of the international big brands to win public relations and win the understanding of the Chinese people.

The conclusion is that Adidas should make good use of the "soft activity" and make the 08 Olympic strategy all the way.

Soft activity is the core promotion strategy of Adidas.

Now, in terms of decision-making, planning, organization, leadership, coordination, communication and control, Adidas's "soft activities" have been very successful.

In the aspect of exhibition, Adidas has aroused the enthusiasm of the Chinese people and produced impressive influence.

The change in popularity, understanding and attitude of the two is also gratifying.

In 2006, according to AC Nielsen's investigation, the contact between Adidas and the Olympic Games has now exceeded 50%, which has exceeded any previous Olympic Games.

According to the CTR market research, Adidas news exposure ranked first in the whole media monitoring of Olympic Partner news in the week of from April 7 to 13, 2008, accounting for 26% of the total exposure of Olympic partners.

The three contribution in terms of sales increased from 15.6% in 2006 to 20% in 2007, an increase of 4.4%, slightly faster than that of Nike 4.3%.

From the success of "soft activity", we have seen the essence of Adidas Olympic project management.

As one of the top sports marketing masters in the world and the most authoritative Olympic marketing instructor, Meckel Penn puts forward ten principles of enterprise success and ten major lessons for Olympic project management.

(Figure 1) now, with the view of Meckel Penn globrand.com, examining Adidas's "soft activities" and even the overall 08 Olympic project management, Adidas has indeed achieved all the contents of the ten principles of success.

In other words, Meckel Penn's "ten principles of success" is the "desperate learning" of ADI Olympic project management, that is, as a sports marketing founder, Adidas worked alone in the Olympic Games.

In the past 80 years, ADI has been complying with the "ten principles of success", and has succeeded in managing Olympic events one after another.

The ten principles of success are as follows: 1. Understanding and support from top leaders.

2, identify and clarify your strategic goals.

3, integrate Olympic marketing objectives into existing company marketing strategies instead of replacing them.

4, communicate with all stakeholders in an early manner and reach agreement on knowledge.

5, the company's Olympic project management system - the relationship between the company's top management and external marketing agencies.

6, become the Olympic Organizing Committee's "best friend".

7, understand the essence of Olympic brand and help you enhance the potential and power of brand influence.

8, invest enough manpower and financial resources to activate the whole Olympic sponsorship.

9, do not underestimate the significant impact of Olympic sponsorship within the company.

10, let yourself speed up.

Naturally, there are many factors involved in Olympic project management.

On the contrary, many local enterprises should reflect on the "Ten Lessons".

For example, Meckel P. Payne, a sports marketing master, said: "those companies that are willing to devote time and resources to truly understand the meaning of the whole Olympic sponsorship will receive enough returns in the planning stage to enable them to continue to enjoy it in the years to come."