Olympic Sponsors' Finals' Arrived!

"Olympic sponsorship" is not as simple as buying tickets. It is only a start to pay sponsorship fees.

Not all Olympic sponsors' Olympic marketing can be "relish" or even considered worthy. Some Olympic sponsors have been challenged by "losing money and making money".

    誰會“賠本賺吆喝”

"Olympic sponsorship" is not as simple as buying tickets. It is only a start to pay sponsorship fees.

The industry generally believes that the late marketing and marketing activities also need 3~4 times of financial support, or even more.

It is rumoured that the sponsorship fee of Korean Samsung Corp when it became the fifth phase (2001~2004) TOP sponsor was about 60 million dollars, but in 2001 alone, it spent about 200 million dollars on brand promotion.

However, not all Olympic sponsors' Olympic marketing can be "relish" or even considered worthy. Some Olympic sponsors have been challenged by "losing money and making money".

"To be practical and realistic, this feeling is more objective."

Professor Lu Dongbin, a member of the Olympic economic expert planning committee and professor of Renmin University of China business school, also believes that many Olympic sponsors' Olympic marketing is not satisfactory. "Of course, we are the first and inexperienced, but what is more important is that our expectations of the Olympics were too high, and the actual situation is not so."

When Lu Dongbin analyzed the reasons, he said: there are mainly two kinds of Olympic Games, one is athletes, coaches, family members and media related to the Olympic Games, the other is foreign and foreign tourists during the Olympic Games.

However, due to many factors such as environment and security, these two groups are not as many as expected.

"Whether we can get the Olympic qualification or label the Olympic Games, whether we can achieve good results or rely on our own efforts, how to make use of this favorable condition to expand the market share and brand cognition are all relying on our own skills, cakes or ourselves.

This label is not a way to get rid of market competition, and sometimes even make competition more intense.

Lu Dongbin said.

    被消費者“誤認”的“贊助商”

In addition to testing their own brand operation and marketing capabilities, sponsors face another challenge from their competitors.

A survey by CTR, a CCTV market research firm, showed that in the sports apparel industry, up to 37.4% of respondents thought that Lining was the Olympic sponsor of the Beijing Olympic Games, while the true Olympic sponsor Adidas had a cognitive rate of only 22.8%, while the cognitive rates of Nike and Anta were 18.2% and 6.3% respectively. Lining became the brand with the highest rate of misrecognition among Olympic sponsors in all brands.

The insurance industry is also not optimistic.

When asked about the Olympic sponsor of the insurance industry, 18.1% of the respondents thought it was Ping An insurance, and 14.2% regarded it as China Life Insurance. However, the percentage mentioned by the Olympic sponsor was only 6.3%, which is almost the same as that of the non Olympic sponsor Pacific Insurance.

Lu Dongbin believes that the effect of Olympic marketing is actually the result of three games: Olympic sponsors, competitors and consumers both at home and abroad. "After some Olympic sponsors have been qualified, they have not kept up with their work in the later stage, and have not done well in the past. Sometimes they will go to another extreme, which will make people lose confidence in the company."

He suggested that the Olympic signboard of sponsors also had some risks, and it was not easy and simple.

Recently, an Olympic sponsor was exploded due to the serious overspending of the Olympic Plan, and the company's lack of marketing funds caused the whole company to be financially strained and had to give up many marketing plans.

"Many Olympic sponsors are listed companies. I will wait until their annual reports and related surveys come out, and then I will evaluate whether they buy the gold medal or not."

A reporter who knows more about the situation said he was waiting for the announcement after the Olympics.

    非贊助商的“成功攪局”

In fact, almost every Olympic Games has an example of the success of the non sponsors.

At the 1984 Losangeles Olympics, Fuji became a sponsor of the Olympic Games. Kodak, its rival, turned out to be a sponsor of the ABC television network.

After all, people watching the Olympics through TV are far more than the spectators on the scene. Therefore, without paying high sponsorship fees, Kodak has also gained considerable marketing results and created a classic case of non Olympic marketing.

In the 1996 Atlanta Olympic Games, Nike, who lost the sponsorship qualification, was "extraordinarily active". It not only introduced a series of "shocking" Olympic advertisements, but also came up with a number of tricks, such as sponsoring the audience, such as hiring college students to issue Nike logo lanyard outside the stadium, which led many people to think that Nike was the Olympic sponsor, and the real sponsor was "Reebok".

Lu Dongbin said that fierce competition between Olympic sponsors and non Olympic sponsors has been and is normal.

"Indeed, after obtaining the sponsorship qualification, the recognition and reputation have indeed greatly improved, but this does not mean that we can monopolize the market. The key is to see if we can give full play to our advantages and turn this advantage into strength and effectiveness."

He said.

There are many uncontrollable factors that affect sponsors' Olympic marketing, in addition to the non Olympic sponsors' "wipe" and all kinds of edge ball.

After becoming a partner of the Beijing Olympic Games, Adidas launched the largest marketing campaign launched in a single market in history, even more than two years ago in the German World Cup.

In particular, its Olympic theme advertising, specially designed for the Beijing Olympics, is full of Chinese flavour. It has no shortage of fashion sense. It takes Hu Jia, Zheng Zhi, Sui Feifei and other Olympic stars as the protagonists to tell their unusual Olympic stories. With the theme of "2008 together, no impossible", the Golden Lion award was also won in the Cannes Advertising Festival.

In addition to its excellent production, the amount of Adidas's advertising can also be astonishing.

But I am afraid it will make Adidas feel a bit depressed. Although Sui Feifei has the name of the first lady of the Chinese women basketball team, he has been injured by the injury recently. But Hu Jia has not missed the Olympic Games because of the recurrence and poor condition of the injury. The Chinese soccer team has been in the warm-up match in the same way as ever. This also makes Zheng Zhi in the advertisement "waiting for the Beijing Olympics, and I don't want to disappoint the fans anymore."

For the Chinese football, write a new page of heroic words, it seems that some...

This makes people feel that Adidas's "luck is really not good."