Sponsoring The Olympics Is Pie And Trap.

A few days ago, the reporter got the news from the sales company of Rayleigh group. Recently, a total of more than 4.1 sets of Ruili brake system valve products are being installed on more than 2800 Beijing Olympic buses in batches, including Yutong, Yaxing, Jinlong, the Yellow Sea and youths.

The first 1100 vehicles have been delivered to Beijing public pport group recently.

It is understood that at present, more and more enterprises in Wenzhou are taking the Olympic express through various channels.

According to the relevant data, at present, there are at least more than 10 private enterprises participating in Olympic events and sharing "Olympic business opportunities".

Pay attention to business opportunities and attach more importance to demonstration effect. In the eyes of many Wenzhou enterprises that win the Olympic Games commercial projects, it is not the first element to win the Olympic Games cake, and making profits is not the first factor. It is the most important factor for them to enhance the brand value of the enterprises and get the demonstration effect of the products through the participation and popularity of the Olympic Games.

"The cake is divided, and the fork is taken."

The image of Luo Hui Rong, director of brand planning center of AOKANG group, likened AOKANG to "the only leather sponsor", how to take the initiative to pick up knife and fork to share the Olympic cake.

He said, "after obtaining the sponsorship qualification, many enterprises forget to take knife and fork, often neglect the late investment, and finally can not eat the real cake.

AOKANG will make meticulous deployment in terms of funding arrangements and overall brand promotion during the Olympic Games. "

To this end, after spending huge sums of money on sponsorship, AOKANG launched the "dream project" thematic event, enabling the "only leather sponsor" information to be effectively communicated to the audience.

It is reported that at present, 6 Olympic champion's dream of commonweal has been realized, and two love wards with long-term love treatment have been set up, and two dream funds of sports public welfare have directly participated in the experience of dream making activities.

Thanks to the promotion of the Olympic Games, AOKANG maintained a rapid growth of 40% in 2007, and the sales of leather goods doubled last year. The reputation of AOKANG in Chinese brand research room increased by 8.63 percentage points.

As the bid winner of the Olympic power project, Yu Wenpin, chairman of xingle Group Co., Ltd., said, "sponsoring the Olympic Games has put a high quality label on xingle, directly responding to the larger bargaining power when undertaking large-scale projects at home and abroad, and xingle has always been aiming at the high-end cable Market and striving to climb the peak of technology.

By sponsoring the Olympic Games, let employees recognize the company's culture better and let consumers recognize brand value, which is our favorite.

By spreading the brand through the Olympic Games, Wen enterprises will take it as a far growing strategy and system engineering.

After the Olympic Games, AOKANG will continue to maintain close contact with athletes. Through sponsoring other sports events, it will attract more Olympic champions to take part in the love project actively and continue the influence of the Olympic brand.

"Cake" is hard to chew. Experts recommend careful consideration when Wen and Qi join the Olympic sponsorship camp. Many experts pour cold water on them: the Olympic cake is not easy to eat, but also beware of falling into the trap.

"Sponsoring the Olympic Games is both pie and trap."

Zhang Yili, Professor of economics at Wenzhou University, reminded the Wenzhou Olympic Games sponsorship companies to do well in the "abacus" of cost and revenue.

For example, he said that in 1992 Barcelona Olympic Games, Coca Cola Co spent a lot of money to become the first sponsor of the Olympic Games. Only 12% of the audience recognized their sponsor status, and 5% of the audience even considered their rival Pepsi Cola to be an official sponsor.

"In fact, half of the companies that sponsor the Olympic Games have not achieved the desired results."

Ma Jinlong, a professor at Wenzhou University, said that investing in the Olympic Games is a high starting point after all. The Wenzhou enterprises that sponsor the Olympic Games are not big enterprises. Large and small enterprises are in different stages of growth. Therefore, we must weigh the costs and benefits, coordinate the short-term and long-term targets, and grasp the pace of investment so as to get the maximization of the "Olympic" brand income.

Zhang Yili suggested that enterprises should not only find the best link between their products and the Olympic Games, but also pay attention to finding a distinction between their peers and avoid falling into the trap of "dressing others for others".

As the opening of the Olympic Games is getting closer and closer, all kinds of advertising campaigns for the Olympic Games will become more and more intense. The ubiquitous publicity strategy will easily lead to the visual fatigue of consumers.

Enterprises should pay attention to how to prevent the brand from being lost. We should choose targeted marketing strategies and launch targeted advertisements to maximize the cost and benefits of brand communication.