Olympic Marketing: Be Careful Of "Creativity" Into Trauma

The Olympic Games marketing cake is fat, every businessman wants to cut the best piece from it.

But without paying attention, the Adidas brand of the Olympic Games marketing Wulin leader became a hot potato on the cake that he paid a lot of money on his hands.

Every day in the subway on the Guangzhou subway, the public corridors in the commercial area and the waiting kiosks on the roadside are all Adidas's "2008, no impossible" Promo films - Zheng Zhi, Sui Feifei, women's tennis team and a number of Chinese Olympic athletes appear in the commercials, making the lineup very luxurious.

There is no doubt that this is an Olympic propaganda with great investment and great creativity.

However, this kind of publicity has caused more viewers to make some ambiguities about the theme of Olympic marketing.

The ambiguity is worth thinking about how the Olympic brand of clothing brand marketing should be considered.

Endorsement by sports stars is a big bet.

Just before the launch of Adidas's splenic Olympic advertising campaign, its advertising spokesmen came up with different situations: Women's basketball players Sui Feifei's foot injuries and diving Hu Jia's eye injuries have been lingering outside the Olympic threshold; while Zheng Zhi's popularity has been rising, it is also worrying whether the Chinese men's soccer teams who are not performing well can turn over the Olympic Games.

Of course, athletes' competitive state and performance can not be controlled artificially. Enterprises should always be prepared to shoulder such unforeseeable risks while making use of the star effect.

Just like Adidas's own slogan: nothing is impossible.

The three spokesperson, the two may be away from the Olympic stage, and Adidas's abuse of the Chinese flag seal is questioned by the media. Adidas's Olympic betting is in a predicament, and Adidas can figure out whether it is miscalculation relative to its overall Olympic strategy in 2008.

On the Adidas brand side, the 2008 Olympic advertisement was a concept of "group stars", which left a controllable space for its marketing of Olympic stars to a certain extent.

Adidas brand can adjust its advertising strategy before and after the Olympic Games.

Countermeasure 1: strengthen the concept of Olympic spirit and weaken the concept of gold capture.

The essence of the Olympic spirit is not to win the gold medal, but to strive for the higher and stronger.

Whether it is Hu Jia, who suffers from eye diseases but insists on "playing together in the 2008 Olympic Games" or Sui Feifei with serious leg injuries, embodies the spirit of sportsmanship.

Adidas can re interpret the Olympic spirit of athletes and avoid all kinds of conjecture that they can participate in the Olympic Games and win gold.

Strategy two: emphasize public support and support for athletes.

In the Adidas brand advertising, athletes are lifted up by the hands of countless Chinese people, emphasizing that athletes are coming to the arena with the strength of thousands of Chinese people.

The physical condition of Hu Jia and others has attracted much attention. For the athletes who are not in good condition, the support of the public is the most valuable.

Adidas can continue to deepen the power of "one thing" advertised in the ads, emphasizing that the support given by Chinese to Chinese athletes will motivate them to make it impossible in the arena of life.

What is doubtful is whether the brand effect is too risky to do marketing in this way.

The case of sports brand and sports stars mutual achievement has been numerous.

But for most businesses, signing sports stars is more like a gamble, and few people can see through it.

The competition of international sports brands to bet on Chinese sports stars has already begun.

For example, before the Athens Olympics, Coca-Cola signed Liu Xiang, who was still unknown at that time, with $300 thousand. Nike also won a contract with Liu Xiang for 4 million yuan.

After Liu Xiang's unexpected gold medal winning, the two companies made a huge profit.

At the same time, when other businesses want to sign Liu Xiang again, they have to pay tens of millions of dollars.

Sports brand signing sports stars usually have two ways: one is to invest before athletes become famous, to cooperate at low cost, to wait for athletes to have a reputation one day, and more businesses follow up after the athletes become famous, so as to enhance the brand image at any cost with the help of the Ming Star effect.

The reporter has learned that some famous international brands have set up specialized departments within the enterprise to track the athletes in the local market, especially those who may become rising stars or dark horses, and sign contracts selectively at low prices, so as to take the lead in the future market.

Just as Hu Jia and others lingered before the Olympic threshold, Adidas's advertising release began to change quietly.

Most of the TV shows are Zheng Zhi's Olympic advertisements, because in the current situation, Zheng Zhi's popularity and performance are still the most reliable.

Herbert Heiner, chief executive of Adidas group, has said that the goal of Adidas is very clear. In 2008, it will strive to become the largest sports brand in China.

Bai Wenkang, managing director of Adidas Greater China, said that the 2008 Olympic Games plan is the largest marketing activity Adidas has launched in China so far. The Beijing Olympic Games is a "leap frog development platform" for Adidas.

Adidas brand has threatened to achieve 1 billion euros sales target in China in 2010, with a global sales target of 10 billion euros, all of which depend on the Beijing Olympic Games' pulling on the market.

Advertising creativity leads to ambiguity among netizens

The strategic deployment of the Adidas 2008 Beijing Olympics is mainly divided into three levels.

One is to provide sports equipment for all the staff, technical officials and volunteers of the 2008 Beijing Olympic Games and the Paralympic Games in Beijing in 2008, and to strengthen cooperation with the Chinese Football Association and Volleyball Association for a long time. The two is to provide clothing for Chinese sports delegations at the Beijing Olympic Games; three, to sign contracts with many sports stars, and to promote each stage of Olympic marketing with the "star effect".

Among them, the "star effect" is the earliest, longest duration, the highest frequency and the only marketing way that can run through the months before and after the Olympic Games. It is also the most accessible and concerned point for ordinary consumers.

In this sense, the effect of Adidas Beijing Olympic marketing will depend to a large extent on the development of the signing stars. Now, the future of these signing stars is uncertain, and the overall Olympic marketing strategy will be greatly reduced.

In the interview, the reporter noticed that after all the activities and posters issued by Adidas, which spokesperson should come forward, it became a matter of caution.

This makes the intensity of brand advertising less concentrated.

The marketing campaign of Adidas brand can be said to be no coincidence: the combination of virtual and real makes the performance of the entire advertisement very shocking - Zheng Zhi walks on a group of grey heads, and easily drives the ball forward; the basketball player Sui Fei takes the ball from Zheng Zhiti, still stepping on a crowd of cheering gray heads, leaping up lightly and putting the ball into the basket. What is even more shocking is that Hu Jia, a diving athlete, ascends the diving board made up of a group of human stairs, leaps from the high altitude, and is swallowed up by the crowd with gray hands and long hands stretched out below.

The audience is attracted by the expression of this combination of virtual and real, and the conjecture in the heart is definitely the advertisement of the big brand.

However, every day on the subway TV saw the ad, and saw a real Olympic athlete trample on a group of gray heads, especially when the bottom ten thousand hands stretched out and the head surged, a strange feeling also appeared.

Some netizens leave messages under the advertisement: "those gray crowds make him think of hell, more like a real scene of hell. It's a gray and cool color separated from the real world. At first glance, it makes people feel shocked. After seeing something strange, it looks like a terrible cold."

The series of advertisements that Adidas brand started in March this year has been criticized and blamed on the Internet in May. Adidas brand can only turn around and turn to marketing activities such as design competitions and performances.

Because of the snow disaster in the early years, the subsequent train derailment crash, and then the Wenchuan earthquake, the advertisement would make more consumers feel a breathless pressure.

The combination of virtual and real advertising is good.

However, if Lining brand is changed, maybe many netizens are more acceptable.

In this way, if we want to find Chinese consumers in the Internet age, we can only walk into a blind alley.

With the approaching of the 2008 Olympic Games, the competition of sports brands is becoming more and more intense. Every businessman is unwilling to give up the huge market with the largest population in the world.

In the competition of famous brands, the influence of consumers' purchasing behavior is not the product itself, but the relationship between products and consumers. That is, who can better achieve the interaction between sports and consumers, and whose brand image is better.

"Star card" is the most important part of consolidating brand image.

In particular, the hot gold players have always been a business competition, because the most common concern is gold medals.

Signing who will not sign will directly affect the public's recognition and reputation of the brand after the Olympic Games.

Whether the overall strategy of Adidas brand will be affected will undoubtedly remain to be verified.