Experts Pursue The Brand Exposure Rate Of Shoe Enterprise Event Marketing

Another sport

In addition, the Shenzhen World University Games, the Beijing World Athletics Championships, the Wuhan men's basketball Asian Championships, and the 2012 London Olympic Games, the sports brand marketing war "a wave has not yet started again."

For Quanzhou enterprises, how can we find suitable resources in many competitions and achieve good marketing results?

Enhance brand exposure

Host: why do businesses have a special liking for event marketing?

Su Zhaohui: if a brand wants to be known, it needs to rapidly increase the brand exposure and increase the company's popularity.

The influence of sports events is that it is loved and sought after by a large group.

Take the NBA market, since Yao Ming joined the Rockets, the Rockets have been deeply loved by Chinese fans. In 2004, PEAK helped to sponsor the Rockets' home TOYOTA center.

Now the single PEAK signed NBA stars can form a luxurious lineup. PEAK's NBA event marketing is a successful example.

The influence of sports events can be converted into brand influence, which is the charm of sports marketing.

Su Liangjin: at present, it is in the era of brand. This is not only existing in sports brand, but now all walks of life are paying more and more attention to brand building and management.

China's real estate giant Vanke's "ring race" and "Harbin beer" "drunk" in the world cup in South Africa are all manifestations of sports marketing in non sports industry.

At the same time, sports events are also a public welfare undertaking. Corporate sponsorship matches the sense of social responsibility, such as Samsung's sponsorship of Turin winter Paralympic Games and Beijing Paralympic Games.

Resources should be consistent with brands.

Moderator: competition resources are complex. How should enterprises choose their own resources?

Su Zhaohui: what kind of sports resources the enterprise chooses depends on the marketing objectives of the enterprise.

The coverage of international and regional events is different, for example, 361 degrees after the signing of the 2010 Asian Games, once again become a global partner of the World University Games, which is enough to see that 361 degree own brand positioning is global.

If an enterprise's marketing goal is regional, it can achieve its purpose by selecting some local competitions.

Another point is that companies often neglect to choose organizers.

The organizers of the Olympic Games and the world cup must be the most influential, and we need to consider how much publicity platform the event organizers can offer.

Su Liangjin: enterprise sports marketing is actually a risky investment behavior.

Because of the exclusiveness of sponsorship, many enterprises are scrambling for food first.

For example, Anta sponsored the Chinese men's Basketball League, XTEP sponsored the Chinese women's Basketball League, and the 31st degree had to sponsor the Chinese table tennis tournament.

Sponsorship of sports events is a double-edged sword. Enterprises may become famous because of sponsorship, or they may pay huge costs for sponsorship, but little effect can be made, which will affect the growth of enterprises.

In the past, CCTV's Prince Taizi milk is at stake. In fact, Prince Taizu became the queen of CCTV in the form of credit. Everyone knows it keeps asking for a raise. No one knows that its total assets have not yet been bid high. This extreme marketing strategy can never be tried.

Marketing rather than "promotion"

Host: what should the enterprises focus on after sponsoring the event?

Zhao Feng: corporate sponsorship of sports events is essentially a kind of equal exchange of interests.

Enterprises need to conduct a comprehensive survey of the sponsorship value of sponsoring objects. It is a prerequisite to find out whether there are fit points between brands and events.

Once a certain event is chosen, the relationship between the brand and the event should be deeply explored, so that the brand positioning and the spirit of the competition can be organically combined.

For example, the Asian Games in Guangzhou, by sponsoring volunteer equipment, not only let the whole Asia and China remember the warm service and sincere smile of Guangzhou's "green sheep", and also become the best interpretation and publicity for the slogan "more love for Asia".

Su Zhaohui: the initiative awareness of enterprises is also the key. Since sponsoring a competition, we must learn the spirit of Wang Po selling melon.

If you sponsor a competition, others do not know what you have done, this is a failure of sponsorship.

We need to analyze whether the influence of the competition is not big enough or the publicity of the enterprises is not in place.

With the help of any opportunity, publicity is an important part of marketing.

Su Liangjin: in addition, corporate sponsorship is a deep cooperation between the two sides in resource reconfiguration, and corporate sponsorship should pursue long-term and sustained influence.

Coca-Cola, for example, has been sponsoring the Olympic Games for more than 70 years, making its brand popular in the world.

The promotion of blindly pursuing efficiency is not a successful marketing of sports events.

Enterprises should pay more attention to the creation of brand effect, that is, through sports marketing, consumers can think of the connotation of brand when they see the brand.