Enterprises Not Only Have Olympic Games As A Marketing Channel.

As Engels said, the essence of business is profit driven. If there is a profit of 300%, it even risks the risk of being turned. For businessmen, hosting the Olympic Games in the world's most populous countries is obviously such a temptation. According to CSM, a sales research firm, the advertising revenue related to Olympic Games in China will reach 4 billion to 6 billion dollars this year. It is generally accepted that the law of advertising during the Olympic Games is that every $379 investment can get 10 thousand dollars in return. This huge cake not only makes all 63 sponsors and partners of the Olympic Games go all out, but also makes a large number of non Olympic sponsors unwilling to be controlled by others. But the rules are getting stricter. On the 66 day countdown to the opening ceremony of the Olympic Games, the Beijing Olympic Organizing Committee and the China Advertising Association jointly issued the "prevention of Olympic Games hidden market advertising behavior proposal". The proposal states in particular that during the period from August 1, 2008 to August 27th, any advertisements that used the Olympic Games athletes, coaches and officials as spokesmen of the Olympic Games without special authorization and approval should be suspended in the media. This is a solemn statement made by the Beijing Olympic Organizing Committee to the International Olympic Committee after the State Council passed the Olympic regulations protection ordinance in January 2002 and highlighted the protection of Olympic knowledge products. This time it is more inclined to safeguard the rights and interests of Olympic sponsors. In the last less than half a month, can the "edge ball" still play? Li Fangwu, Assistant Secretary General of the China Advertising Association, said in an interview with "First Financial Daily" that the provisions in the above proposals were derived from the Olympic Charter. On the basis of the Olympic Charter, the Beijing Olympic Organizing Committee further defined the vague expression of the Olympic Games during the period from August 1, 2008 to August 27th. For those who are responsible for disturbing the Olympic advertising market and causing negative social effects, the China Guangzhou Association will adopt the procedures of "first exhortation, second admonition, third criticisms, including the screening of suspected illegal advertisements to the State Administration for Industry and commerce". Li Fangwu also admitted that the proposal does not have legal effect, and can truly control the release of hidden advertisements by various media. The head of CCTV advertising department told our reporter that CCTV has been very cautious about advertising Olympic Games in advertising censorship. However, Chinese language is very rich, and many expressions are hard to define. After the non Olympic sponsors used the words "2008", "Beijing", "Torch" and other words to be recessive infringement, CCTV will supervise the Olympic ads more strictly according to the list of sponsors. It is learnt that before issuing this proposal, the Chinese Olympic Committee has signed relevant agreements with athletes and coaches participating in the Beijing Olympic Games. Athletes and coaches have solemnly promised that they can not use their portraits for commercial purposes during the Beijing Olympic Games without the approval of the Chinese Olympic Committee. Zhao Yanhong, director of public affairs and communications of Southern China Coca-Cola District, told our correspondent that as a sponsor, Coca-Cola had encountered many hidden market infringements in all previous Olympic Games. Over the past two years, Coca-Cola has trained employees on several occasions. Once the infringement is discovered, they will actively collect evidence and report to the Beijing Olympic Organizing Committee in a timely manner. "In general, we are quite satisfied with the results of the Beijing Olympic Organizing Committee." Hidden behind the reappearance of "curve marketing", from the fact that Liu Xiang was almost accused of using the bird nest in advertising, and when he was hired as the spokesman of the image, Amway's Olympic marketing road also reflected that the Olympic recessive marketing with the main means of "backdoor" and "edge" had been suspected of violating Olympic intellectual property from the previous stage and transferred to the exclusive marketing area suspected of violating the Olympic sponsorship. The market research data released by CTR market research show that the recognition rate of Olympic sponsors in some industries is relatively high: for example, the Olympic Games sponsors have the highest rate of no mention of Olympic sponsors, the highest brand is Lining, reaching 37.4%; the second is the sponsor of the Olympic Games Adidas, reaching 22.8%; in the absence of prompting, 18.1% of the Olympic sponsors mentioned the safety of the Olympic Games sponsors in the insurance industry, 14.2% of the audience mentioned China Life Insurance, while the sponsors mentioned only 6.3% of China's PICC. Obviously, the brand of "edge ball" is eroding the rights and interests of sponsors. Take a look at the advertisement, which is controlled by the proposal put forward at the beginning. It involves various fields: the national badminton team endorsed "361 degrees", and the national diving team endorsed "beautiful" and "AVON". In addition to the interpretation of "Toshiba", Guo Jingjing also appeared in the "HANKOOK tires" announcement. "Anta" swept the 20 km race walker Li Gaobo and Song Hongjuan, fencing three swordsmen Tan Xue, Wang Lei, Zhang Liangliang and so on. The ban is getting smaller and stricter, but it does not erase the enthusiasm of non Olympic sponsors close to the Olympic Games. Xu Yang, director of Anta brand management center, said in an interview with our reporter: "we respect the decision of the Olympic Organizing Committee, and the provisions of the OCOG will not affect Anta's established brand marketing strategy and plan." Xu Yang revealed that Anta's publicity investment during the Olympic Games included athletes endorsement fees, Olympic advertising and promotion activities, with funds exceeding one hundred million yuan. When formulating the 2008 marketing strategy in 2007, Anta took into consideration the evasion of risks. Therefore, the cooperation with the signing athletes is all directional and multifaceted. After the ban on advertising, the signing athletes will still appear in the Olympic Games sponsored by Anta and the TV programs that Anta and CCTV Olympic Channel cooperate. In addition to Anta, Li Ning Co's Olympic strategy is also amazing. After losing the opportunity to "Adidas" and losing its presence at home, in December last year, Li Ning Co signed a cooperation agreement with the CCTV Olympic Channel. The company provided the clothes, shoes, hats, accessories and equipment of its Lining and AI high brand for packaging all the columns broadcast by CCTV Olympic Channel from 2007 to 2008, as well as hosts and reporters. More and more enterprises are looking at the world early. There are only 6 out of the country in Quanzhou: "Hongxing Erke" first joined hands with the North Korean Olympic Committee. Then, "Kang Tai" signed a contract with the Lithuania Olympic Committee. "Lu You" sponsored the Tajikistan Olympic delegation. After that, "PEAK" became a sponsor of the Iraqi Olympic delegation. "Wild power" took the lead in the Slovenia Olympic Committee, and the Belarus Olympic delegation will also wear XTEP equipment at the time of the award. The way of invisible marketing is not brilliant. In fact, implicit marketing itself is very complicated, and how it distinguishes it from event marketing and attention marketing has not been conclusive. A marketing researcher said that if anyone could hitch a ride, the commercial sponsors of the event would pay high sponsorship fees and the "License Agreement" signed would be worthless. This will lead to a vicious circle, that is, lack or no sponsors, the promotion and development of large scale activities will be difficult to sustain. Even if it is to abandon the Olympic Games related "edge ball" marketing, in fact, most enterprises can still make a difference. Enterprises not only have a marketing channel for Olympic Games.