Olympic Business Systems Integrated Marketing "win" Long Way - Hc Network Sports And

2008 Beijing Olympics Will not only bring a vast sports arena

, but also for those who desire to achieve more through the Olympic Games Brand Influence of Chinese companies a big stage. At this stage, some Chinese enterprises have become the Olympic partners, sponsors, suppliers, with the 2008 Beijing Olympic Games approaching, a new round of Austrian Operation Sales are in full swing.

Fact, become a partner just won the Olympic Games Olympic ticket sales, sponsors receive sponsorship, the need to consider is how to invest resources to tap the potential of sponsorship included, will be available to the value of their maximized. A U.S. sports Consulting The head of Jim? Andrews has said that the Olympic Games sponsorship can be considered as the world's most expensive sponsorship, if ignored their own reality, it is possible to make a business more harm than good business practices to become a "money-burning exercise." For example, the 1996 Atlanta Games, won the right to sponsor more than 200 companies have only about 25% return on marketing strategy of most enterprises improper because only received a few short-term benefits. Therefore, the various Olympic partners, sponsors or how to make good use of Olympic opportunities , Won the greatest possible benefits, is a major event should be carefully considered.

Olympic marketing is a strategic marketing company

For Olympic marketing, the vision and perspective is very important. Why do companies sponsor the Olympics? How to engage the Olympic sponsorship after the marketing? These are the need to consider very carefully. Therefore, the Olympic corporate sponsors, not just treat it as a tactical brand communication strategy, but as a strategic task. Since it is strategic, it needs before the sponsorship status of the brand to sponsor the Olympics need to achieve the goal, after the sponsorship rights to make a detailed action plan Planning . Only do Olympic strategic planning, business was able to win the rights to implement the Olympic Games after the calm marketing strategies to maximize the use of the Olympic Games this communication platform.

Olympic marketing companies spend a lot of manpower, financial and material resources, therefore, combined with the actual enterprise itself, scientific assessment of the commercial value of the Olympic Games, Olympic marketing for seizing the essence of the Olympic marketing strategy and the development of great significance. Qingdao Beer Was carried out with the Olympic Games Sports Marketing , Prepared two years, and enterprises to conduct a comprehensive analysis of the strengths and weaknesses, and finally to "use our passion, brewed beer consumer preferences for creating a happy life" as Tsingtao Brewery's new mission, while developing a series of marketing programs. Become a sponsor of the 2008 Beijing Olympic Games the day, Qingdao beer published in major media, the Beijing Organizing Committee of Qingdao beer in hand Advertisement And TV ads Olympic logo is also embedded in a timely manner and the Beijing Olympics, China and India, many Outdoor advertising Tsingtao also figure. Other hand, is also the Beijing Olympic Games sponsor Yanjing Beer, in addition to the news of the signing ceremony seen in newspapers, rare in other actions.

As an Olympic sponsor, is prepared to fight and rush are two effects completely. Olympic sponsorship is not ostentatious and extravagant stage companies, but the enterprises to enhance their influence, widespread brand, with the Olympic Games to achieve a breakthrough marketing platform. Therefore, the sponsor for its target audience in-depth study of brand image, marketing strategy development systems Olympic is very important.

Olympic marketing needs of system integration

Olympic marketing is not just a corporate brand identity in print, "Beijing 2008 Olympic Games Partner" words, companies need to focus on this marketing platform to determine the long-term marketing plans and marketing strategies. With Samsung Athens Olympic Games marketing programs, for example, the whole process lasted nearly a year, mainly in three aspects: First, preheat activities, including the torch relay, online prize essay, Olympic History, to promote its technology and products; Second, during the race, including the corporate logo can be seen everywhere, omnipresent advertising activities related to the subject; Third, after the end of the race activities, including well-known athletes invited to serve as business ambassadors spread the brand, the establishment of high-tech entertainment center, display .

Olympic marketing is needed is careful, thorough, systematic and integrated marketing. First, companies need to integrate different marketing communication tools, not only on a certain brand communications media, but to combine target consumers point of contact will be television, newspapers, Magazine , Outdoor media and other communication tools to optimize the combination; Second, when the marketing communications companies need unified image, unified communication slogans; again, at different times needed for different communication points, such as the target of 2005 set up the minds of consumers connected with the Olympic brand in 2006, some system of marketing activities carried out in 2007 and 2008 all the useful resources to conduct a comprehensive portfolio for strong communication. In addition, for objects of different interests and businesses, enterprises should be unified image, but also to differentiated communication. Such as for agents, customers, shareholders, government and other communication objects, the framework should be thinking in the Olympic marketing point of view and way of communication. All of the above marketing operations into a larger marketing strategy below, and to guarantee a certain density to be implemented step by step, so as to effectively enhance brand impact.

by: gaga

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