1. What kind of companies and products are suitable for Olympic marketing?
What is Olympic marketing? Olympic marketing uses various Olympic-related content (products, characters, events, services) as a carrier to establish a brand culture system with Olympic culture as the core between enterprises and consumers, thereby integrating the enterprise's products (services) with Integrate the connotation of Olympic spirit. Generally, Olympic stars, sports sponsorships, events, public relations, etc. are used to establish brand association integrated communication and purposefully promote the implementation of marketing strategies and marketing activities.
Of course, not all companies that carry out activities in connection with the Olympics can produce the expected results. For example, the companies that provided clothing for the Chinese Olympic delegation at the opening ceremony of the Olympic Games did not seize this opportunity well. They just let the Olympic athletes walk around in the opening ceremony, which did not leave a deep impression on the audience. The later news publicity and promotion were not followed up in time, and the company's brand image and visibility were almost zero, which was a missed opportunity.
It seems that not all companies can afford to use Olympic marketing successfully. Compared with the "missed opportunity" in the above case, Guangxi Golden Throat Houbao "lost both his wife and the soldiers". Golden Throat invited the famous football star Ronaldo to advertise. It is indeed difficult for people to associate Houbao and Ronaldo with the brand directly. People who are familiar with it think it sells toothpaste? Such advertising not only achieves the purpose of promoting the brand, but also dilutes the value of the brand.
Even when the Olympic concept and marketing are in place, there are still inconsistencies between sports stars and brand positioning and marketing strategies. The most obvious example is that China Unicom CDMA hired Yao Ming as a spokesperson. Is playing basketball good because of the use of CDMA? What China Unicom needs is more in-depth communication with consumers on product reputation.
Of course, we can also find more successful examples: one is that in the early days, Coca-Cola invited Olympic diving champion Fu Mingxia to be the spokesperson of Sprite, which combined her confident and sincere personality with Sprite's fresh and crystal product characteristics. and the free, refreshing, fresh and natural brand spirit are highly integrated together; the other is that Lenovo invested 65 million US dollars to become a member of the International Olympic Committee's TOP plan. In the entire brand promotion of the Olympics, it has always regarded "Olympic products" , international quality", and at the same time perfectly combines the core concept of "as long as you want" with the Olympic spirit of "advocating self-worth".
Enlightenment: At any time, before conducting communication and promotion, enterprises should consider the target audience of the product and the characteristics of the audience. At the same time, consider whether the connotation of the corporate brand or periodic promotion activities and the connotation of the Olympic spirit and sportsmanship are acceptable. Successfully connected.
2. What is the best communication carrier for Olympic marketing?
Whether it is domestic or foreign, the cost per thousand (CPM) in some media follows this order from high to low: TV, magazines, newspapers, outdoor, and radio. Judging from the actual situation of domestic enterprises, television is currently the most promising and most used media, especially CCTV and provincial satellite TV stations, which occupy an important share of the advertising market. So what is the best communication carrier for Olympic marketing?
During the Olympics, the ratings of programs on almost all TV sports channels increased significantly. Of course, the extremely "compulsive" TV advertisements during this period also saw high ratings and high attention. , which plays a vital role in the product promotion of some enterprises. Especially after CCTV 1 and 5 obtained the broadcasting rights, the number of people watching these two channels' programs increased by about 300%. CCTV programs formed an "island effect", with ratings reaching over 85%. CCTV only advertised during the Olympics The revenue is as high as 1.2 billion yuan. Although the situation of provincial satellite TV stations is not as good as that of CCTV, advertisers still pay favor to them.
Print media took advantage of the Olympics and launched Olympic special issues or sports special issues that were closely related to the Olympics, hoping to win the favor of advertisers. The actual situation is that many print media have not made good use of this opportunity. Basically, "the hot face of the advertising media sticks to the cold butt of the advertiser", and the advertising effect is scattered. Even if there are some advertisements in various formats, consumers' attention has also shifted.
Outdoor media is still a "position" held by some companies with brand strategic management concepts. During this period, Olympic-related advertisements have also become a beautiful scenery on the streets, because people who are always paying attention to the Olympics will also be interested in them. Advertising feels something.
Enlightenment: As people's participation in and attention to sports increases, the habit of receiving and transmitting information has gradually formed. Although the investment cost of television is high, especially CCTV, it has the magic power to attract attention. It is still the most effective communication media for Olympic marketing.
3. How to define advertising creativity in Olympic marketing?
The science and artistry of advertising creativity are shining brightly in the process of gradually and perfectly combining them. The Athens Olympics weaved olive branches into garlands as a reward for the Olympic winning athletes. It can be said that it is a classic idea based on a deep understanding of the history of the Olympics and the Olympic spirit; and the Olympic flame extinguishing ceremony at the closing ceremony of the Olympics used the method of "blowing out" the Olympic flame. It can be called a masterpiece.
Similarly, some of the advertisements in the Olympic marketing this time are not simply pieced together from the original commercials, but are very cleverly creative and carefully produced. The quality has been greatly improved, showing that The attitude and strategy of enterprises towards the Olympic Games have risen to a certain height. Many advertisements are creatively integrated with Olympic activities and Olympic spirit connotations, and integrated with corporate brand connotations, and are specially shot and produced.
"Asian Flying Man" Liu Xiang won the 100-meter hurdles championship in the 2004 Olympic Games, breaking the situation in the history of the Olympic Games that all track and field gold medals were won by European countries. Nike quickly seized this opportunity and comprehensively updated its outdoor advertising: "Laws are made to be broken", which is refreshing and fully interprets Nike's "innovation" brand connotation. Nowadays, a beverage company's advertisement combines the Olympic champion and the company's product demands, defining the product as a drink that strives to become an Olympic champion. Jinliufu combined the core value of its brand - Fu culture and the Olympics in the early and during the Olympic Games, and invested in the outdoor advertising of "Olympic Fu*Jinliufu". When the Chinese Olympic Corps once again wrote glory at the Athens Olympics, Jinliufu Luk Fook quickly changed the content of its outdoor advertising to "China Fu*Golden Luk Fook", which was used as a special celebration wine for the Chinese Olympic delegation, fully displaying its connotation of "Fu culture" and Olympic spirit. Nike and JLF are well versed in the creativity and details of brand management.
Enlightenment: Brand operation and management is a systematic project. The advertising creativity of Olympic marketing must be combined with the company's consistent advertising communication themes and appeals, so that the communication details of Olympic marketing become the finishing touch of the entire brand building. The strokes achieve the effect of "the body disperses and the mind gathers".
4. Which is more important, the news value or the commercial value of Olympic marketing?
There is a classic saying in the advertising industry: "It is better to do news than to do advertising, and it is better to do public welfare than to do news." This sentence profoundly expresses the highest level of advertising delivery: discovering news value and spreading social value through commercial marketing events.
At this time, companies need to use certain means, mainly through naming, sponsorship, etc., to explore the value of products and news at a certain stage. It is an indisputable fact that consumers may be very concerned about sports or Olympic events, but they often turn a blind eye to the companies behind the "generous donation" of sponsoring Olympic activities. The problem is that we have not found a good entry point to truly arouse the audience's *** Ming, to achieve a good balance between the news, social and commercial aspects of the Olympics. We have to marvel at Nongfu Spring’s strategic planning for Olympic marketing in 2001 and the penetration of the “Moisturizing Things Silently” strategy. In the Beijing Olympic bid project, it planned the “One penny, one wish, one penny, one strength” campaign. , combining product promotion and Olympic marketing, mobilized consumers' enthusiasm for participating in the Olympic bid, and made the entire promotion plan achieve the unity of commercial value, news value and social value.
Samsung, which has increased its brand value exponentially through sponsorship in Olympic marketing, has exaggerated and hyped up its newsiness this time, singing along and winning countless praises; Li Ning, which has always been low-key and fully integrated the Olympic marketing plan for the first time, also made publicity and attracted countless eyeballs; Lenovo, which is advancing on the road to internationalization strategy, has taken advantage of the free "news express" of all media for every step of its promotion plan.
Enlightenment: Although "culture sets the stage and business sings the show" has become a popular rule of market operation, it is very important to tap the social value of marketing activities, and the key is to mobilize all resources and use the news to Form widely extends social values.
5. How does Olympic marketing test corporate competitiveness?
The "Five Forces Model" and "Three Major Strategies" proposed by Michael Porter, the "father of competitive strategy" in his structural analysis of the industry, tell us that competition is to use differentiated means to obtain The power of the enterprise itself to continuously develop and advance.
In this "Olympic Business Feast", some companies are also practicing and sharing the core energy of "differentiation". The kayaking competition supplies for the Athens Olympics were provided by Zhejiang Fuyang Feiying Shipping Co., Ltd. In the bidding process, it defeated some companies in the United States, Germany and other companies that have long provided competition supplies for this activity for the Olympics with a "quality advantage" of 0.2 mm. ; Coincidentally, a company in Shanghai won the bid to produce the 5 million yuan national flag production order for all countries used for competitions and awards in the Athens Olympics. This is just a symptom of the problem. The deeper problem is that when these companies establish sufficient advantages from the high end, they will lay the foundation for later promotion, and this "famous" reputation will make future orders continue to flow. .
Back to the topic of competition, every enterprise cannot have absolute resources and advantages, but specialization and differentiation are undoubtedly long-lasting and powerful advantages. After all, "several Olympic all-around champions" are extremely few.
Enlightenment: No matter which martial arts school you are in, the most accomplished ones are all masters. Similarly, as the competition in the market and industry becomes more intense, the specialization and differentiation advantages of "deeply cherished skills" will be an invincible weapon for enterprises.
6. How to understand the harmony and unity of Olympic spirit and business spirit?
Since the birth of the Olympic Games, sports competition has always been a sport that advocates heroes and individual values. The value of the Olympic Games lies in maximizing individual value. With the gradual development of the Olympic Games and people's interest in sports With the continuous improvement of awareness, the Olympic Games also represent the collective, national or national complex, so its social value has been continuously improved and released.
The business spirit has always emphasized competition, and fully interpreted the survival law of survival of the fittest and the market law of the weak and the strong.
When the Olympic competition includes various interest orientations and the formation of interest mechanisms, then its institutional standards and supervision mechanisms are the most important, and the implementation of Olympic standards is completely fair; similarly, business in the market economy Competition is guided by efficiency, but due to information asymmetry, it is difficult to find absolute fairness. The Olympic Games pursues the harmony and harmony of "both opponents and friends". With the passage of time and the development of society, we are gradually feeling something humanistic and humane. The business spirit is gradually moving from single competition to alliance, Win-win, harmonious unity. From this perspective, competition is beautiful.
Enlightenment: The Olympic spirit and the business spirit are dialectically unified in terms of "pursuing the limits of a single value", but both adhere to the bottom line of the principle of "fairness and harmony", which is also the foundation of Olympic business operations.
7. Can the focus principle and focus segmentation be integrated and unified?
Because the target audience of some companies and brands is relatively concentrated, they carry out advertising and communication for the target groups after segmentation, and are more professional in selecting media. However, positioning and segmentation cannot be very accurate and scientific, resulting in "dislocation" and "absence", which will cause some potential customers to lose without receiving advertising information.
But the Olympics has its own unique features. Consumers tend to pay the highest attention to certain information. There is no doubt that the "Gold Medal Ranking" that determines each country's position in the Olympic Games is published almost every day. It will be feasible to use the "Golden Ranking" to attract the audience's attention. Of course, its advertising investment level is also gradually rising. For this, TV and print have the same charm and advertising effect. Through this approach, the audience for product communication can be amplified and spread. This is the effect brought about by the "law of focus".
This method can still be replicated for other high-profile activities or information. In the Olympic TOP plan, because only one company in the same industry is selected, the spread of advertising is exclusive and exclusive. The most obvious thing is that Coca-Cola has all-round publicity in the Olympic venues, while Pepsi-Cola has no publicity opportunities. This exclusivity and exclusivity will lead to brand association and transfer among some Pepsi consumers.
Enlightenment: Market segmentation determines the target market, and also determines the choice of media and time periods for advertising. The value difference between different time periods for the same media is very large. If you can choose it correctly and make good use of it, you will It will produce a "focus magnification" effect.
8. What is the ultimate purpose of advertising communication?
Any advertisement has different focuses and purposes, but in the end it will not deviate from the promotion of products and companies.
But during the Olympic Games, we often saw advertisements like this, which promoted sports stars for a long time, and only mentioned the product to be promoted at the end of the advertisement. Made "wedding dresses" for celebrities. This kind of putting the cart before the horse and eager for quick success is indeed undesirable. Of course, there are many advertisements like this in other aspects. On the one hand, companies have invested huge costs; on the other hand, consumers do not fully understand or even know what the advertisement is trying to convey.
Enlightenment: Chinese Tai Chi Kung Fu emphasizes "borrowing power". Olympic marketing advertisements also use Olympic stars or activities to highlight the unique charm of enterprises or products, but the foothold of "strength" lies in the enterprise and The product itself.