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Why Are Famous Shoe Enterprises Brand "Ambushed Marketing"?

2011/12/19 10:35:00 16

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Ambush marketing is the American way of expression.

Express

Company master Jerry Welsh was created in the early 90s of last century.

His original idea was to compete well in an expensive and often conceptual environment of sponsorship.

Nowadays, ambush marketing often occurs in associations and associations. These associations and associations often have important sports events to be organized, although other possible races can be used in sports venues.

Sponsorship is a major event, and an enterprise may spend a lot of money on exclusive official sponsors of these events.

This uniqueness will soon cause trouble to other enterprises, and they will have to use everything.

means

They will not pay any sponsorship fees, but they will not violate the law.

For the global partners of the Olympic Games in the past few years, these 12

enterprise

In order to get the "uniqueness" of "privilege", it spent a total of 866 million dollars.

It's the 12 companies that are willing to spend 1 billion 200 million dollars on supporting marketing activities.

However, a survey after the Olympics showed that despite the heavy cost, these brands received less than 40% recognition from the consumers as official sponsors.

The success of such activities means that ambush marketing itself is a rapidly growing industry.

All these are considered to be the most important marketing in the history of sports marketing.

Although Adidas spent billions of dollars on the official sportswear for the Beijing Olympic Games in the past few years, it was finally ambushed by Chinese Lining.

The tragedy of Adidas happened when Lining finally lit the Olympic flame at the opening ceremony. Lining was once the greatest gymnast and national hero in China. He was also the first Chinese athlete to win medals in the Olympic Games. He also won 3 gold, 2 silver and 1 bronze medals in the 1984 Losangeles Olympic Games. He later founded the Li Ning Co.

The media exposure is equivalent to giving his company a free, 10 minute ad - not only in China, but all over the world.

Lining sports is very smart to realize that his "one-man show" will make Chinese consumers automatically believe that he is wearing his own brand clothes, but in fact, he still wears the official dress of Adidas.

In order to further confuse the consumer, Li Ning Co's logo is very similar to Nike's famous hook. Even slogans are very similar: Adidas is Impossible is Nothing, while Lining is Anything is possible.

All this worked well, and Lining's stock price rose 3.4% in Hongkong after the event.