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On Road Marketing Brand Should Not Be Used As A Gold Medal.

2009/1/14 16:11:00 41904

In the Olympic Games, it became king's defeat.

Liu Xiang won the title, which made his endorsement brand "pick up a big bargain"; Wang Hao's failure made the brand known as "the first thing to know today".

The Olympic Games in Athens were seen in the middle of the night.

As an ordinary spectator, it is very easy for him to relax and sleep for three days with great satisfaction, and to make up for the loss. But for those businessmen who have hired the Olympic athletes for brand spokesmen, advertising protagonists or corporate image ambassadors, it is hard for them to take a breath at this time. Instead, they go on a journey without stopping and set the stage for the sports marketing of the post Olympic Games, and see if they can earn more money.

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Economics

With the development and the improvement of people's living standard, more and more people have gradually become addicted to sports or sports competitions.

In particular, the four year Olympic Games have gradually evolved into the "Manchu and Han Chinese banquet" of different colors of the world.

Businessmen who are well versed in the way of "brand + gold medal = popularity" can easily miss the opportunity to use the "Olympic Star" to magnify the brand effect, enhance the visibility of enterprises, and shorten the distance from consumers. "You sing me on the stage" have packed the "Olympic stars" heavily, trying to "brand" a day with the impact of "gold medal".

But the market is impermanent, and good intentions do not always turn into best-selling reality.

Liu Xiang won the gold medal in the 110 meter hurdles, making his endorsement of the "limousine" famous. "Today's second, tomorrow's first" becomes the most powerful voice in today's advertising language; Wang Hao's table tennis men's singles lose their Korean hands, but let them hire an advertising leading company to suck a cool air. The well-known brand is so disgraced that it presents a "broken tooth to the stomach".

Why are Olympic athletes with gold winning power as brand spokesmen? The result is one hundred and eight thousand miles apart.

Judging from the surface phenomenon, it seems to be related to judging the gold medal potential of Olympic athletes, but to go deep into it is the key to grasp the sustainable development of sports marketing.

You know, using sports stars to endorse the brand is a double-edged sword. The proper operation is win-win, and the calculation is slightly less than the week, the whole is the same as losing, winning and losing are all in a split second.

The cruelty, randomness and unpredictability of sports decide the risk, gain and loss, and uncertainty of Olympic brand.

As a visionary businessman, we must not win by gambling, strengthen the leading role of advertising, increase the intensity of advertising communication, lose the main role of advertising, and shrink the scale of advertising communication.

Instead, we should be trained to predict risks, take risks, resist risks and mitigate risks.

Olympic marketing

The tide.

"Let the brand move with the Olympic Games", we must overcome the unsustainable planning strategy which is good for a swarm of people and have no interest to wipe the oil, and get rid of the unauthorized investment of big money, small money and small fry, discard the unsystematic coordinated control of heavy tactical operation and strategic control, and bid farewell to the unmanned advertising propaganda which only cares about the brand's catharsis and the customer's emotion.

Olympic marketing

In the brand strategy, the operation of the Olympic Games in the operation of enterprises, and the support of Olympic hype in public relations advertising, we seek the same frequency of the management system of Olympic marketing and corporate culture, product strength, R & D power, information power and financial power, and publicize the integration view of Olympic Games as the platform, customer centered, communication as the main purpose, and communication as the purpose.

Only in this way can we get rid of the passivity and embarrassment of "gold medal".

Olympic marketing

We must also talk about sustainable development.

Only focus on the "pre Olympic Games" during the period of bidding for hosting the Olympic Games, bidding for the Olympic Games before the Olympic Games, the opening of the Olympic Games to the closing Olympic Games, and the post Olympic Games at different stages of the Olympic Games postponed the Olympic Games and so on.

marketing strategy

Finally, the overall efficiency of Olympic marketing will be maximized.

Otherwise, blindly obsessed with the "gold medal", relying on the "champion", in the end, only afraid of "gold medal" tired, was "first" harm, straight "high out of the cold."

Editor: vivi