Sports Marketing Experts Believe That The Occasion
Lenovo Power Winter Olympics, Haier sponsor NBA, now Sports Marketing In China Home Appliances Industry is heating up. With the 2007 FIFA Women World Cup , The 2008 Olympic Games, the right to host the 2010 Asian Games settled in China, the sports marketing this new marketing approach is becoming the internationalization of Chinese enterprises in the shortcut to one of the road. The World Cup is only home appliance business, “military exercise” of the driving range.
Multi-style marketing for the occasion Nearly two weeks ago, after the traditional off-season to break 51, household appliances enterprises are riding the World Cup for this hot invested considerable resources in advertising and promotion. The supermarkets even before the company created a “World Cup” promotion atmosphere of competition in the launch of “appliances World Cup,” “Horizon Cup” and the theme promotions.
Beijing Olympics economic adviser Huang believes that many of the activities companies now want out of the temporary home, and no deep understanding of the culture inherent in the World Cup, behind closed doors to come out of these ideas are consistent with the needs of target users whether it can play its due role sports marketing, is questionable.
“Actually, this is the join in the fun, is to show its existence, rather than showing its power.” Another expert said the fact companies are caught in a dilemma: do would be looked down upon , do not necessarily clever than the people.
“Do now linked with the major sporting events, the starting point is good, but the idea is very difficult to place, so there would be occasional, and superficial things. So their image will not add luster . “sports culture scholar Yi Jiandong this not without worries.
“Overall, the root causes of this situation at present is the industry’s problems. Domestic marketing, public relations, communication activities are in a chaotic state. The other is the internal lack of proper understanding of sports marketing For how physical characteristics, business characteristics and the brand characteristics and other issues to consider are relatively simple. “Yi Jiandong, for example, the lack of preliminary research, design creativity homogeneous, or more on marketing after the sale of lack of knowledge again, these are not taken seriously, “Now these are the occasion for most of sports marketing, it is estimated that these enterprises have their own expectations is not very high.”
Sports marketing is a double-edged sword
Year Samsung Jumped by sponsoring the Olympic Games for the world-class brands, has been regarded as sports marketing success stories. As the Beijing Olympics is approaching, sports marketing, more and more Chinese enterprises to favor: a white sponsor of the Olympic Games, the Haier has NBA basketball game with top international cooperation; TCL Is aimed at the World Cup, spending huge sums for a unit of TCL-Thomson Electronic Corporation (TTE) signed football star Ronaldinho Endorse products.
Sponsorship of the event is not a small amount, together with follow-up Advertisement , Operating expenses, sports marketing is a recognized “burn campaign.” More modest profit in the Chinese manufacturing industry today, why one after the business? TCL brand department official said that for international sports marketing, will help the international marketing of its sub-brand, expanding its product in the local market share, it will help establish the courage to open up international markets for corporate image.
Successful sports marketing can prove that the growth of corporate power, but in busy behind the need to see another fact: most of the sports marketing activities to the enterprise is not profitable, may be the loss of even a crisis or disaster. Related studies show that the Atlanta Olympic Games, more than 200 corporate sponsors, only 25% in return, most of the enterprises as inappropriate marketing strategies received only very little short-term gains, or simply known only on short-term exposure.
“Survival and competition in the business environment has deteriorated, if you do not have enough business management, financial and other strengths of the trend of blindly chasing not only does not work well, and very easy to advance into the strength of the enterprise embarrassing situations. “Paller, senior director of consulting at the Puritan view that” brand value is a gradual process of accumulation, looking forward to World Cup events in the near future to do a high concentration of commercial communication, the results are often counter-productive. ”
Accumulate more experience to be Referring to the current situation of sports marketing, easy sword of fire east of the Olympic sports marketing increasingly expressed their views: “In China, except a few sports marketing company, the other basically no experience in sports marketing. At present, some domestic Olympic sponsors set up a department or docking Olympic specialized positions, but not very professional people, commissioned by the foreign intermediary is basically doing. “He believes that some companies do not rule out intervention Olympics project is only to emphasize its symbolic significance. Rarely consider how much their profits, so the initiative has been a lack of respect.
In his view, this approach also many enterprises are helpless, lack of experience has become an obstacle to the healthy development of sports marketing. Huang also believes that both the World Cup or the Olympics for sports marketing, most domestic enterprises do not deep cultural understanding of the events. Haier involved also told reporters. Because the lack of experience, the current Olympic marketing publicity is still accumulating and learning, and in the next year or so time, Haier also needs to learn advanced concepts and means of sports marketing, and actively cooperate with the Beijing Olympic Organizing Committee do task.
Yi Jiandong that the company experienced in the requested foreign intermediary companies, we must develop our own talent, according to overseas successful experience, sports marketing should be continuous, or can not reflect its extension value. Enterprises need to play their own initiative, often, a number of big moves to win the attention of corporate sponsors that help highlight the unique nature. The other is the good brand extension and marketing promotion sponsored by the late effects.
“Even the fumbling, enterprises should actively take action. Compared with the Sydney Olympic Games. We pre-2008 Olympic Games have already wasted a lot of business opportunities.” Huang was concerned about the current state, he said: “The Olympic Games is large platform, can provide many opportunities, business success really need to experience accumulation. But without a good grasp this opportunity, we will lose a lot, and this chance will not come again. ” Comment Large In Small
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