Sports Shoes Enterprises Take The "Olympic Marketing Express"

The Olympic Marketing Monitoring Report of the first quarter of 2007 issued by the Olympic China Brand Research Institute on May 16 points out that more and more enterprises are keen on taking the "Olympic marketing" express, but there are uncertain risks in taking the "Olympic express" by Chinese enterprises at present, which makes most enterprises fail to produce the expected effect. Since China won the right to host the 2008 Olympic Games, Olympic business opportunities have attracted a large number of domestic enterprises. For Chinese brands, Beijing Olympic Games is a great fulcrum for the development of Chinese brands. For Chinese enterprises, it is a rare opportunity to improve the image and popularity of Chinese enterprises and help them enter the international market. The year of 2007 is also known as the "Olympic sprint year" in the industry, and the Olympic marketing war has started. It is the first time for Chinese enterprises to contact the Olympic Games. The history of sports marketing of Chinese enterprises is not long, and the experience and lessons are almost blank. How to exercise and use the rights of sponsors? How can enterprises without sponsorship rights use the Olympic Games to play fringes? Since the Olympic Games in 1985, the commercial value of the Olympic Games has not been replaced by the Olympic Games sponsorship. The top program (the Olympic partners) has not changed much to this day. It strictly limits the number of sponsors and only selects the first-class Super enterprises, one for each type. As a result, the competition among similar companies has been greatly intensified. Coca Cola can be regarded as the originator of Olympic marketing, and also the winner to push its charm to the top with the help of the Olympics. Since the 1928 Olympic Games, Coca Cola has been used to sponsor the Olympic Games in Amsterdam. Samsung has also become a model of world famous brands by sponsoring the Olympics, which may be a vivid textbook for Chinese enterprises in Olympic marketing. Samsung sponsored the 1988 Seoul Olympic Games, and its revenue increased by 27% in that year, and maintained a rapid growth in the following three or four years. Olympic glutton many enterprises are hungry to go home, but the question is: is the Olympic Games a game of profit and loss? Are there uncertain risks behind the win-win growth of Coca Cola, Samsung and other enterprises with the Olympic Games? The answer is yes. Xerox, UPS, Hengkang life insurance and other enterprises sponsored the Olympic Games, which shows that even if they fly to the "high branch" of the Olympic Games, they are not at ease. Sponsorship of the Olympic Games can become a terrible "money burning campaign". In Atlanta, for example, only 25% of the sponsors got the expected return. Xerox joined the top program of the International Olympic Committee in 1994, but it was forced to withdraw from the International Olympic Committee in December 2004 because of its difficult operation. The Olympic Games did not bring good luck and success to Xerox. Due to the lack of innovative spirit and conservative management strategy, the company has been in debt. Under the attack of new and old rivals, he has been defeated and has no choice but to withdraw from the sponsorship. There are always reasons for failure. We should not only know that there is a "lesson from the past", but not where the "lesson" lies. Experts pointed out that enterprises can not only participate in the tide of sponsorship enthusiasm, but also need to fully consider these issues before deciding whether to participate: if not, will they distance themselves from competitors? What companies can get in return through sponsorship? What marketing means can ensure the maximization of sponsorship benefits? 　　…… In the first quarter of 2007, Haier, Great Wall wine, Bank of China, Tsingtao beer and China Mobile had the worst Olympic marketing effect, which failed to achieve the effect that other similar enterprises should have. According to the calculation of international authoritative survey company, the return of Olympic marketing to enterprises is three times that of regular advertising with the same investment. However, monitoring shows that no enterprise can achieve this level of return, and only less than 10% of enterprises achieve the effect of regular advertising. It seems that China's marketing is not a perfect answer. Why sponsor the Olympic Games Sponsoring the Olympic Games can be said to be the most expensive sponsorship in the world. On the current list of sponsors for the 2008 Olympic Games, the average sponsorship cost of well-known domestic enterprises exceeds 500 million yuan. For China's small and medium-sized enterprises, it is undoubtedly astronomical. It seems that it is a dream for small and medium-sized enterprises to participate in the first Olympic Games in China. However, it is not the same as looking at other companies' sponsorship of this big cake. In fact, more and more small and medium-sized enterprises in China, which have no ability to pay for the Olympic Games, should skillfully use the method of ambush marketing to achieve the effect of spending a small amount of money to do big things. The cost of becoming a new brand before 2008 is very low, for example.