Olympic Marketing Trap: Industry'S Oligarchy'S Money Smashing Game?

Today, Olympic sponsors have entered the sprint stage of Olympic marketing.

Being an Olympic sponsor is just a small step in Olympic marketing.

How to make full use of the Olympic marketing under the host effect will be a challenge for all the growing Chinese enterprises.

In China, Olympic marketing is what we learn to do, and the commercial development law of the Olympic Games has proved that there is a trap in Olympic marketing, and enterprises should be alert to Olympic risks.

Trap 1: Olympic marketing is the industry's oligarchs throwing money games.

World brand lab reports: a set of advertising and media market data released by PWC shows that because of the factors of the 2008 Beijing Olympic Games, the advertising market in China will increase to 20% in the coming year. The core competitiveness of enterprises with Olympic resources is not only money, but also business, marketing experience and strategy.

With the improvement of marketization, it will be difficult for enterprises to blindly throw money into the Olympic Games.

What can the Olympic Games bring to the enterprises and whether it can promote the development of the terminal market with the sports marketing of the Olympic type? Whether the Olympic Games after the Olympic Games have the "Post Olympic effect" is the key issue that enterprises need to consider in the process of increasing advertising.

Trap two: Olympic marketing evaluation is only "Olympic Games = brand promotion + sales boom".

Such simple logic is not reliable in reality.

Where oligopoly brands get together and there is no grass-roots enterprise, the brand advantage of the industry is easily diluted.

Many enterprises, such as Tsingtao Brewery, directly integrate the elements of Olympic marketing into the promotion of the terminal market. For them, marketing means that they can directly avoid price wars in the terminal market, and help them complete more sales.

How big the Olympic effect is and how high the rate of return on investment is, I am afraid, to discuss it in a more distant space and time, just as people began to sum up the way of Samsung's Olympic marketing from 1998.

Trap three: Olympic marketing, sponsors "fat water" do not flow outside the field

During the Olympic marketing process, the sponsors were unable to bear the desire of "I am an Olympic sponsor".

But for most of the first Chinese enterprises to do Olympic marketing, they should seek professional Consultation Service Co's help in advertising, public relations and brand.

Lenovo, for example, gave the Olympic advertising plan to Japan Telecom, while Haier outsourcing the Olympic marketing business to the Wai Han global partners.

In addition, most of the Olympic partners and sponsors come from different industries. Therefore, based on the joint Olympic marketing on the upstream and downstream of the industrial chain, there is a lot of cooperation space and possibility.

For example, Lenovo signed contracts with Coca-Cola and VISA to cooperate in global Olympic marketing. Lenovo can disseminate its brand idea with Coca-Cola's product channel and experience. Coca-Cola can also disseminate its brand in young and fashionable digital life with Lenovo resources.

Trap four: during the 16 day Olympic Games, it is the best time for Olympic marketing.

If all enterprises keep their treasure in 16 days, the cost of media delivery will inevitably skyrocket. At this time, heavy punches will be launched.

In addition, during any sports event, it is time for non Olympic sponsors to ambush marketing.

On the contrary, if the emphasis is placed on the relative "long tail" period after the Olympic Games, it will be possible to get twice the result with half the effort.

Trap five: putting the LOGO together with the Olympic Games is the Olympic marketing.

Who is the Olympic air conditioning sponsor?

I'm afraid nine of ten people can't guess Galanz.

Yes, if we analyze it from a macro perspective, this can be attributed to Galanz's Olympic marketing as a low-key.

But the Galanz Olympic marketing inaction is not consistent with the "air conditioning card" that they have been playing for years.

After spending money on the Olympic LOGO, Galanz's Olympic marketing work seems to be just one more automated process on the product line - the Olympic label.

In fact, even if there are constantly marketing "big" Chinese enterprises, they are still conjecture the concept of Olympic marketing.

"Why do we have to spend a lot of money on sponsoring the Olympic Games?

We are looking forward to the Olympic Games, but what are we?

A luxury visitor who can get free tickets from the Olympic Committee? "

Trap six: as long as willing to pay for sponsorship, brand relevance does not matter.

The partners, sponsors and suppliers of the Beijing 2008 Olympic Games have reached more than 60, which is definitely the most developed market in Olympic history.

When enterprises are generously giving generously, enterprises should think of what special things Olympic Games can bring to consumers, what consumers desire, and what brand value of enterprises is, whether they can use Olympic marketing to combine these three aspects together, and find a common demand point.

Trap seven: Winter Olympics are not Olympic Games.

To be exact, the Olympic Games should be held every two years. Besides the popular summer games, there is also the Winter Olympic Games.

Many advertisers do not value this point.

But if you see how much VISA and MASTER are getting on in the marketing of the past winter Olympics, you will begin to think carefully about the value of the Winter Olympics.

Lenovo made the first attempt in Chinese Enterprises: Lenovo first appeared as an Olympic TOP sponsor in the Winter Olympics in Turin. Lenovo's brand value has greatly improved with the success of the Winter Olympic Games after the perfect answer to "zero failure".