Enterprise Sports Marketing Needs Overall Cooperation

On August 6, a study showed that an enterprise has improved worldwide brand The recognition needs 20 million dollars for every 1% increase advertisement Investment, but with the help of large-scale sports competitions, the same cost can increase the effect by 10%. This is sports Marketing Charm.

Now, sports marketing has been accepted by more and more enterprises, and has become the "highway" for more and more enterprises to complete brand promotion. Relevant pharmaceutical enterprises are no exception. For example, since August last year, Baiyun Mountain and Huang Traditional Chinese Medicine have carried out an expired drug exchange activity in Kunming, Yunnan Province, stipulating that everyone who participates in the drug exchange will have the opportunity to get tickets for the World Cup in South Africa; For example, terminal pharmacies, "cheer for the World Cup - a healthier and more delicious combination of heat clearing and detoxification", "watch the ball and eat American ginseng, and drink herbal tea", "Passion World Cup, moved in pharmacies - gastrointestinal products purchase and gift promotion", etc., have also become a little popular with various theme activities.

The first compartment is the high-profile and systematic brand marketing of pharmaceutical enterprises, and the second compartment is the short-term promotional activities of pharmacies. It seems that the pharmaceutical industry has gone all out. However, the author believes that the former focuses on its own brand, while the latter focuses on its own sales. Although it is understandable, it is also worth thinking: can we do better?

Marketing needs overall cooperation

A series of marketing work to plan, implement and supervise the brand in order to establish, maintain, spread the brand and strengthen customer relations is called "integrated marketing" "Integration" is to integrate independent marketing into a whole to produce synergy. These independent marketing work includes advertising, direct marketing, promotion, personnel promotion, packaging, events, sponsorship and customer service.

If sports marketing wants to achieve amazing results, it also needs the overall marketing cooperation of enterprises. First of all, it is necessary to maintain a reasonable cycle and time span. Sometimes, enterprises need to do continuous marketing or sponsorship activities to establish and consolidate popularity and reputation. Secondly, if enterprises want to make sponsorship work, they have to do a lot of "off-site marketing". For example, strengthen the interaction of the local market, hold various types of product recommendation meetings and public welfare activities.

Upstream and downstream can conduct joint operations

For pharmacies, in fact, in addition to selling medicine, it is also a place to sell health. And "great health" is also the future development path of pharmacies advocated by the industry. Pharmacies and sports have a great relationship. Therefore, in addition to marketing related categories with sports themes during sports events, we should also try more category theme marketing related to sports health when there is no sports event, and advocate healthy sports methods and correct sports protection concepts, It can be used as one of the value-added services of the pharmacy.

Short term sales promotion and long-term brand accumulation can complement each other under the framework of integrated marketing. It is essential for the growth of enterprises to make long-term brand and strategic planning and carry out multi-directional integrated marketing communication.

In addition, in addition to acting independently, the pharmaceutical industry and the terminal can also conduct joint operations. The relationship between industry and terminal is difficult, which has been a practical problem for a long time. The opportunity of cooperation is often missed by both parties. It is a good opportunity for communication and cooperation to jointly carry out sports marketing when the World Cup is coming. A person in charge of Wang Laoji's public relations department once said that the World Cup is a passionate stage, and Wang Laoji is willing to actively participate if the pharmacy wants to carry out theme marketing activities similar to the World Cup.

It can be seen that sports marketing can not only target consumers, but also aim at product sales or brands. Taking the opportunity to do a good job in market development and channel construction is the way to expand from sports marketing to integrated marketing. From a big medical country to a strong medical country, we need to explore the value of marketing from a deeper level.

"Sports marketing public relations are not only targeted at consumers, but also aimed at product sales or brands. Taking the opportunity to do a good job in market development and channel construction is the way to expand from sports marketing to integrated marketing."