Media communication and cooperation between the deficiencies

Many enterprises to actively participate in the Olympic marketing, has done very successfully, but the influence of the weak, only to hear the industry, the public know very little about. The reasons for the lack of depth in the media and communication and cooperation. Many corporate sponsors as well. For example, certain brands, and the Olympic Committee of the ash, only sporadic phrase found in the newspapers, had not been carried out good cooperation with the media.

Sponsor the Olympic Games, only enterprises that have some kind of marketing for the Olympic Games, was an important part, not all the Olympic marketing, but need to invest a lot of money, to conduct a comprehensive promotion, "the opportunity to return" into "practical benefits".

"Olympic Games themselves will not give any monetary benefits sponsored enterprises, which will own all intellectual property and facilities, granting the use of corporate sponsorship, so enterprises can be economic benefits in return the number of enterprises and their marketing strategies, closely related to the intensity." Experts said.

As we all know, advertising costs, usually three to five times the sponsorship fee. And advertising more, we must also be working with the media. And the need to consider the combination of the media, listing the wrong arrangements. Non-sports brand Anta sponsored enterprises involved in the Olympic Games through the media, mining elements of the Olympic Games, achieved good results. Li Ning also depth cooperation with the media, completed a beautiful "curves marketing" to compete for the Olympic Games.

Lack of joint marketing brand

Joint marketing aim is to make the best use of each other each other's resources to achieve maximum benefits, a competitive advantage. Today's competition is not alone before their own can work, but also the whole value chain of competition and even went to the competition between the industries. Therefore, how to create competitive advantage, the new economic era is the most important issue. The Olympic Marketing, a joint venture groups, the advantages of integrating their resources, avoid each other's industry and the span of limitations, to maximize each other's interests, after all, give a Dazhi. For example, Sina and Netease and Tencent, and other Internet media portfolio, "reported the Olympic Games." TCL farmer Springs and cooperation "to do with you Springs TCL of China won the gold medal Dream" different industry cooperation. Lenovo and Coca-Cola cooperation. Amway step with the special cooperation.

To explore further, the same as partners, sponsors, suppliers and other components of the "Olympic volunteers" team,

Common services for the Beijing Olympics. Or combination of "Olympic supporters" activities, start with the local selection, and then gathered in Beijing to participate in, such as cheering at the scene. With the media or in combination, the people launched the "Olympic family visit Beijing" city selection, and so on. If the operation is to be the first time in Olympic history. However, the performance of corporate sponsorship, so far appears to hand "satisfied with the volumes", is rare!

Brand value to dock with the Olympic cultural loss

First, it must be clear of the Olympic cultural adaptation. Consider the brand value, the Olympic cultural relations among consumers and harmony, forming a unique demands of the so with the target audience in emotional resonance and induction. Therefore, it is necessary to make the Olympic marketing, brand value and the key lies in the combination of the Olympic culture. Therefore, it should be in-depth excavation include the value of elements of the Olympic Games, and all enterprises and the brand fit between the elements at the same time, different sectors of the brand, also requires its own industry characteristics must be based on content and brands, matching the corresponding elements of the Olympic Games, thus forming a harmonious Community.

According to 5 isurvey Interactive survey showed that, IT / Internet / communications industry, compared with the elements of the Olympic Games coincide is "the pursuit of excellence" and "passion", "" confident "and" participation "and" technology "; consumer durable goods (cars, home appliances) Need to reflect a "global" and "technology"; fast moving consumer goods are "green" and "Movement" and "strength" and "vitality" and other elements; financial / services is "struggle" and "beyond", "peace "Elements such as better able to combine and the Olympic spirit.

Therefore, some experts have said that the Olympic brand and marketing should become consumers improve their relations are important tools. With blood boiling Olympic sports competitions, the brand culture into the Olympic spirit, so that the target audience in a good atmosphere in the interaction and experience, the resulting resonance.

However, many local brands have neglected this powerful Olympic cultural fit. Therefore, the target audience participation in Olympic activities, feel alien, or even feel "desecration" of their "intelligence quotient." They will love "you" to forever?

No "multiple channels" and "more use of" brand integration interpretation of the missing

Marketer Milton - Kotler On the Olympic marketing, said: "The sponsors have qualified enterprises, the advantage of their unique relationship marketing on the need to be very good to play for their consumers, dealers, suppliers , Internal management and staff, other commercial and financial partners and strategic alliance partners, are the subject of the relationship marketing. "

Masters tells us, the Olympic marketing must be more use of multi-channel joint to joint interpretation of all the forces of the brand, launched the Olympic marketing five-axis system, with the release of Olympic passion.

The Olympic Games are a platform for relationship marketing, has never been any social events could be organized so many social relations, against any one organization can do Dayouwenzhang groups.

For example, the sponsor of the audience watching the game, while athletes from most of the clothing sponsor sweep, the same as the television camera will sweep to them, they will sweep to wear clothing brands, they are street mobile ads, also attracted many Concern. In fact, there are volunteers, supporters, family visit Beijing Olympic Games, public welfare activities, and so on so on.

But I see a certain local sports brand sponsored a national sports teams, engage in a briefing that told of the Olympic Panqin, after no sound, which I do not know why » Bai Huahua in the delivery versus the backdrop of the Olympic background, quietly and down the Harbour.