subject: Full range of sports marketing, brand value more tentacles extend [print this page] Full range of sports marketing, brand value more tentacles extend
Today, more and more enterprises have Sports Marketing Enhance its image as a means of both the central TV station Hit "Jinjiang phenomenon", or "Entertainment + Sports" model sports marketing boom, it seems that allow enterprises to earn enough "eyeballs." However, after the excitement, the firm found that people do not seem to take these Advertisement Seriously children, also advertising their "non-sense
To take. " Statistics show that in 2004, only Sports shoes CCTV manufacturer in about 2 million into advertising, advertising expenses to the company about Sell The amount of 8%%. But understand that manufacturers spared no expense to the "star + Sport" mode of advertising bombing, bringing the market situation is satisfactory sales.
"In fact, the sports marketing is a complicated system, most in need of rational support. Alone in sports 'burn', is not the answer." In this regard, the Expert That the corporate image and Brand Value, and ultimately rely on the enterprise's comprehensive strength. It's sustainable growth alone "Star + Advertising," "Star + sports" propaganda model is not enough. Enterprise in sales was a temporary success, does not mean the brand's success.
"This view has been widely accepted in the business world." One industry says, "Now, we can go look at TV sports brand advertising, will find, two years ago, those omnipresent the domestic sporting goods ads, has been out of sight, replaced by the image of international brand advertising. This alone, you can see, our business is mature. "
So far away from TV ads Chinese sports brand in turn go from here then? "This year we put a lot of television advertising to reduce the amount of invested capital will shift public good, hope that some of their charitable activities to enhance reputation. Meanwhile, we also adopted the CBA sponsored sports equipment to enhance the brand itself image and product technical performance. "ANTA brand management center, said Director of Miss Hu Zhonghui recently conducted to see lots of Battle special" emotional style boots "activities, but Anta love one of the important program.
The same time, Anta will spare no effort to continue to support the Hope Project and the public welfare. In 2005, ANTA with the Chinese Basketball Association, the China Youth Development Foundation donated 50 in the country, "ANTA Sports Room CBA hope" and 50 "Anta CBA hope that the library", the cumulative investment of over one million yuan. Wu Chung-hui
stood in the center of the basketball court to "emotional style boots" to the Battle of the time, in Shanghai, the bitter wind, Li Ning Abel Wu, marketing vice president, will also one day Li Ning blue sports jacket draped over his body, to participate in Li Ning "3 +1" basketball finals. In recent years, many have similar basketball game held in major cities across the country. Behind these games, mostly all kinds of sports brands.
"Organizing such competitions, on the one hand can increase brand awareness, on the other hand can directly affect the main consumers of sports equipment, can be described as 'two birds with one stone'." Analysis of a senior person. In the past, enterprises are less capable of integrated marketing, brand communication and promotion is not enough depth and breadth. Meanwhile, the stars and the degree of physical integration between the lack of brand, making brand promotion and dissemination of the lack of backing and personality seem to can not effectively communicate with target groups, can not let every single penny profit from them. Now, the company began to change ideas, learn about international brands, rely on various events, playing the "campaign" war. At the same time, they hope that such activities to reflect the brand's sports culture and sportsmanship.
Present, all the sports equipment company, after two and a half Beijing Olympics Is a node would be imminent. When China is expected to only one shoe consumption would reach 2.6 billion.
To this end, major brand sports equipment, domestic companies are preparing. "Imagine the future, all sponsored by various brand tournament will be more and more." The expert said. This for the Chinese sports, consumer, there are sports equipment company, may have been a good thing.
