Olympic marketing opportunities Are you ready now?

Whose Olympic marketing is the best? At least no one will doubt the success of South Korea's Samsung, because the Olympics have made the world recognize Samsung, and Samsung has also taken the world to this. After Samsung took the Olympics, its communications products rose from $3.9 billion in 1998 to $5.2 billion in 1999. In the first year after the 2000 Sydney Olympics, Samsung’s communications product sales increased by 44%. The recognition of the Samsung brand also jumped from 5% to 16.2%.

The Olympic spirit has no borders, and the Olympic Games is the channel of globalization. For the brands that are eager to go to the world, the Olympic Games is indeed an information dissemination platform that is difficult to buy. Therefore, influential brands around the world such as Coca-Cola, Adidas, GE, etc., do not hesitate to become a TOP member of the Olympic Games. What they value is the value of this global information transfer. At the same time, companies that can get involved with the Olympics are usually industry-leading companies, such as the above-mentioned international big-name companies, such as Chinese companies such as Lenovo, Haier, and Qingpi Yili who are currently cooperating with the Beijing 2008 Olympic Games. Air China, Bank of China, etc. From this perspective, Olympic marketing is undoubtedly a feast for industry leaders.

First sight

According to a survey, Chinese consumers are highly recognized by the companies that hold the Olympic Games: 79.9% of respondents will have an increase in the sentiment of Olympic sponsors, and 75.1% of respondents said they will buy or use those that have Olympics. Logo product or service.

Compared with the international big-name companies, they are familiar with the grasp and utilization of Olympic resources. Chinese companies are indeed “crossing the river by feeling the stones”. However, according to the author, they are “very fast” and have achieved initial success. .

According to the author's latest research, the impact of the Beijing 2008 Olympic Games on Chinese companies will be comprehensive, and the driving force for cooperative enterprises will be mainly reflected in the improvement of product sales and the enhancement of brand value ( See charts 1 and 2). According to statistics, regular marketing investment of 100 million US dollars can increase brand value by 1%, while Olympic marketing can increase by 3%; in terms of product sales growth, Olympic marketing has also significantly exceeded conventional marketing. For example, one year after Lenovo joined the TOP program, its brand value has surpassed the 60 billion yuan mark from RMB 30.7 billion. The brand reputation has also increased from 53% to 62%, and the product sales force has increased by 4%. Similarly, since Yili became the sole dairy sponsor of the 2008 Olympic Games, its main business income reached 16.339 billion yuan in 2006, double the amount of 8.735 billion yuan in 2004, and its brand value soared from 15.236 billion yuan last year. 16.729 billion yuan.

An interactive survey from 5isurvey in 2006 also supports this: companies believe that Olympic marketing accounts for 55.7% of the market expansion, and the proportion of brand internationalization and globalization is 52.5% and 42.9%, respectively.

Four characteristics

The industry leaders who have handed in the Olympics have tried their best to carry out Olympic marketing. Comprehensive analysis, the author believes that there are four main characteristics:

First of all, the most common feature is the endorsement of athletes (sports teams), which is a very important part of the Olympic marketing. From the experience of previous years, during the Olympic Games, the use of athletes and teams to carry out product endorsement advertising, its marketing effect will be far higher than other methods. At the same time, there are also ways for companies to seek the endorsement of the gold medal team, such as the Golden Dragon Fish signing the Chinese women's volleyball team, because "there is no retreat in the face of difficulties" is the common feature of the Arowana and the Chinese women's volleyball team; the Chinese diving team is one of the dream teams on the Olympic Games. Tsingtao Brewery chose the Chinese diving team because both are the kings in the industry. At the same time, "health, vitality and passion" is the common feature of Tsingtao Brewery and the Chinese diving team.

Secondly, basically all Olympic marketing companies adopt event marketing methods, and they have large activities, long time and wide coverage, and at the same time integrate their brand connotation, activity theme and Olympic spirit as much as possible. For example, in early 2007, Tsingtao Brewery and CCTV and other units launched the “Cultivating the Country” campaign to recommend the famous Chinese cities to the world. The time span spanned more than half a year. The participants were from ordinary consumers to cities and activities from China to the world. In April 2007, Yili began the “Eli Olympics Healthy China Tour” campaign, covering 660 towns and nearly 2,000 communities in 30 cities and autonomous regions across the country, and the activities continued until the opening of the 2008 Beijing Olympic Games. Lenovo's "Olympic Lenovo Thousand County Line", after a successful success in 2006, set sail again in 2007 in the "Revolutionary Cradle" in Jinggangshan, Jiangxi.

Third, the concept of integrated marketing is popular, that is, the comprehensive application of integrated marketing means, the integration, reorganization and reorganization of advertising, promotion, public relations, news, direct sales, CI, packaging, product development, so that consumers can obtain from different information channels. Consistent information on a brand, enhancing the consistency, integrity and continuity of brand appeal.

Fourth, joint marketing has become a typical strategy for some Olympic marketing companies. For example, Lenovo is the leader in the IT industry. Coca-Cola is the world's beverage giant. IT and beverages generally have nothing in common, but Lenovo and Coca-Cola have the same goal to maximize the effectiveness of Olympic marketing. Everything is done, share their respective superior resources, drink Coca-Cola, and win Lenovo notebooks. When the red cola and notebook became the common pursuit of Coca-Cola FANS and Lenovo FANS, the coverage of Coca-Cola and Lenovo's Olympic marketing covered the target consumer groups of Coca-Cola and Lenovo. The common resource advantages of the two pushed the effect of the event. An ultimate, beyond any single activity.

Face the gap

Although the performance of Olympic marketing companies is remarkable, it does not mean that Chinese companies' Olympic marketing feasts are “eat beautifully”. Compared with those international giants, there are still many shortcomings in the Olympic marketing of most domestic enterprises, mainly focusing on the following aspects: First, the lack of systematic planning. In addition to Lenovo, Haier, Yili and other companies with certain international operational experience, most domestic enterprises do not have an overall plan for Olympic marketing, and Olympic marketing lacks continuity and stability. Second, the marketing is similar. For example, the Olympic marketing slogans of the five companies all have the word “passion”, and dozens of companies are rushing to the Olympic mascot. Third, the Olympic resources obtained cannot be fully utilized. According to relevant personnel of the Beijing Olympic Organizing Committee, the experience of Chinese companies sponsoring the Chinese Olympic Committee in the past shows that quite a lot of sponsoring companies do not use sponsorship rights very well.

Therefore, the author suggests that Olympic marketing companies must do the following five points:

First, the Olympic marketing goals must be determined. The goal determines the direction. Looking at the past Olympic marketing experience, the author believes that in addition to consolidating and enhancing brand awareness to open up the global market (such as Lenovo, Samsung, Li Ning, etc.), it is necessary to deepen local marketing and strive for more recognition of local brands.

Second, the continuity of marketing must be maintained. Focus on continuous information dissemination, which will bring consumers a clear and continuous brand impression. The information that the intermittent marketing strategy delivers to consumers is also incoherent. The impression left to consumers is that the organization is weak, and these bad impressions will be transferred to the company's products, which will damage the corporate brand image. The continuity of Olympic marketing is mainly reflected in two aspects: one is the consistency and continuity of brand connotation; the other is the continuity of marketing activities.

Third, we must emphasize that the brand is connected to the Olympics and interact with consumers as much as possible. The Olympic Games attracts global attention, not only the competitive nature of the competition, but more importantly, the spirit and culture of the Olympic Games. Only by connecting one or some aspects of the corporate brand with the spirit and culture of the Olympic Games, and through careful marketing operations, the target consumers will naturally transfer the Olympic connotation and sports enthusiasm to the corporate brand, thus enriching Brand connotation. Just by marking the five-ring logo of the Olympics on the product or its packaging, consumers can't find the intersection between the product, the brand and the Olympics, and it is impossible to accept the Olympic connotation in the brand.

Fourth, system planning must be done. On the one hand, Olympic marketing itself is a complex and huge project, and only through systematic planning can we ensure that marketing activities are carried out in an orderly manner. On the other hand, the support resources for Olympic marketing involve a wide range of issues, complex relationships, and system planning, in order to ensure that resources are used in appropriate places at the appropriate time.

Finally, effective execution is key. No matter how good the marketing plan, if there is not a strong team to implement, it will eventually escape the end of "planting dragons, harvesting fleas".

In addition, companies must integrate Olympic marketing with the company's comprehensive strength and corporate marketing strategy, and do regular inspections and timely corrections.



1

Li-ion Charger

HIGH QUALITY:Made of only the highest quality materials and built to last! Our chargers are gauranteed to match the original brand name chargers' quality.

EASY TO USE: Simply plug the charger into a wall outlet and then directly into your scooter.

The charger protected: Short circuit protection/ over current protection/ over voltage protection; red light -- charging, green light -- charge OK, it stop automatically when the battery is full. Warm Tips: To avoid the temperature of your charger too high, please do not charge too long.

The shell is made by high-quality plastic, smooth appearance with no impurities. Good safety performance, more reliable for you to use. Red light means charging; Green light means fully charged or disconnect.

Aviation Plug Scooter Charger,Power Scooter Charger,Li-Ion Battery Charger

Shenzhen Waweis Technology Co., Ltd. , https://www.waweisasdapter.com