Football marketing, how to "win" more beautiful? _ Xu red out brand and marketing

Despite the distance of 9 June starts football World Cup with time to spare, but the domestic merchants "World Cup" has opened early. Then, around the World Cup, the Eight Immortals in the legend, many enterprise road, desires to use the World Cup, helping enterprises in brand value, brand image, enterprise development, and many other areas there is a big leap. In fact, football marketing is a double-edged sword, used well, a flourishes, or even become a turning point in the development of enterprises; and not to hurt, not only is the company itself, but also to the brand's great damage. From here, how to do article marketing football is to decide whether an enterprise is the competition in the industry. Football marketing, how to "win" more author beautiful?: Xu football Hongming, known as the "world's first movement," and "the King of sports," its own unique charm, since its inception, has been highly acclaimed, as peoples. It is against this background, when the World Cup, Olympic Games and other major sports events, it will have a number of enterprises, the purpose behind it is to use football this wealth of resources, mining was buried behind the football's unmatched huge business opportunities. A senior marketing, sports marketing has been the most effective marketing tool, and the one that matches the soccer is the sport marketing weight heaviest piece, now has a global reach and appeal of football World Cup, meaning more than 4 years a reincarnation of football event, while more is the hotbed of countless business opportunities, business opportunities, "" money "quits the businesses and the public's collective celebration. However, the fact is that in a lot of hope with the help of football marketing to increase brand awareness and reputation of the enterprise's eyes, often holding the title of "a world known" idea, simply "football marketing" is equivalent to "football sponsorship" that only rely on the input of a trip in order to make the link itself with football, but this kind of "big into fewer outputs" practices not only organizations spend a great deal of money as the price, more important, is usually make businesses miss out on a better marketing approaches, and thus missed expand enterprise visibility, improve the status of the enterprise brand. Overview of marketing through football and the success of enterprises, foreign United States Coca-Cola, Korea's SK Telecom, Germany's accumulated hair and so on, these enterprises are relying on football marketing was a great success, to obtain the huge returns; on the contrary, the Chinese enterprises, rely on football marketing success of the enterprise is one of the few, with the exception of Oaks and septwolves in football marketing on "show" out of the results, other enterprises or "Cannon hit mosquito", or "put your money to throw water", is not only ineffective, but also "wasteful", even became a laughing stock of the industry. Formulas: "training" upgrade "main" we know that in football, the most concern, always at the core of the squad or team, their movements, often led to scream, burst into applause. And accordingly, an enterprise in football marketing, because capital, the environment, often in competition with other enterprises at a disadvantage, as in "training" role. Then, in every way than other business conditions, how to attract consumer attention, make yourself from the "training" upgraded to "main"? in previous football marketing instance, there is a very classical planning might in many people's mind is very impressive: in 2002, the World Cup held in that year, South Korea with astonishing fortitude and tenacious, has thwarted world football champions Italy and Spain, and into the World Cup semi-final, this brilliant record in Asian Football is unprecedented in history. But also remember there were media called Korea football team offsite "12th man" — the "Reds", South Korea for cheerleading competition, "the Reds" that neatly cheerleading uniform tonsils, unified dazzling red costume and clothing labels, are successfully attracted world attention, all Korea mobile communication operators – SK Telecom a successful football marketing results. At that time, for various reasons, SK Telecom rivals KTF has obtained information communication part of the World Cup official sponsor, while SK Telecom is faced with the prohibition of the use of 2002 FIFA World Cup-specific vocabulary and icon, the prohibition of the use of national football team player names, words, images, at football and football field RADIUS 2.5 km of the brand, the company shall be displayed at the World Cup circuit television broadcast, shall demonstrate the company's image, to the purchase, distribution of printed products for the World Cup icon, and shall not engage in any misleading people thought he was World Cup official sponsor of all direct and indirect activities ... In other words, all can use SK Telecom World Cup "disappointed" by the channel almost completely shut. However, SK Telecom, tall after the study finally decided upon the fans cheering squads, they organized a large-scale reds squad "and fans together to create a warm atmosphere, the Organization of cheer team. As a result, South Korea's surprise, the heterogeneous cheerleading also won the attention of the media, the world's press coverage on this offer. The final results of SK Telecom only spent a little money, win if Tidewater returns, industry experts, and KTF spend large sums of money to win the "information communications sponsor" name, SK Telecom is clearly superior to spend money to run the event. And SK Telecom similar there are domestic aux air-conditioning. 12 February 2003, China VS Brazil football friendly match to be held in Guangzhou, this is a Chinese football history the most senior international football tournaments, attracting the attention of people across the country. Because that was when air conditioning low season, participation in air conditioning-sponsored domestic enterprises, with this background, the Oaks first easily become the designation of the battle of Pakistani air conditioning sponsor. Become a sponsor, aux is not like most of the enterprise as a sponsor, and then type in advertising, but rather active play enterprise initiative andFlexibility, active participation in the activities, all available resources to make the best use of it. In addition to invest in advertising, the Oaks also organized the "20 million goal to you to guess" fans pumping air conditioning field, and tickets are available for air-conditioning vouchers, reward the activities of Chinese players Golden Globe, and so on, period, aux aspects also spread rumours that will work with international star Ronaldo to cooperate in order to give consumers the "aux" is the "battle of the CMB" synonymous with the feeling that these activities, the required payment aux cost is not high, but its effectiveness has received surprisingly: aux air-conditioning because to Guangdong market as the representative of the regional implementation of the high speed growth, 7 January 2004, was created as "2003 China most growth-oriented enterprises"; aux air-conditioning because in Guangdong market good performance at the end of 2003 by the yangcheng evening news "organization" Guangdong electric appliances in FY list "was awarded the" 2003 most potential brand "air conditioning; aux in Guangdong market launch of the" battle of the CMB, "to be the authority for the Chinese air conditioning air-conditioning business, and other media awarded as" 2003 China top ten marketing event "air conditioning; aux air-conditioning general sales manager Wu party light because the successful functioning of Guangdong market, January 2004, was awarded" China 2003 50 marketing one trader "; aux air-conditioning national marketing director lixiaolong because successful participation in the planning of the" battle of the CMB, "January 2004 was the successful marketing named" China's top ten marketing one trader "... And aux air-conditioning and laid it in from the air conditioning industry front four seats. It can be said that such as SK Telecom, aux air-conditioning, and so is the use of the public who love football platforms, seize the opportunity to spend with the smallest has made efforts to promote enterprise, the purpose of advertising the brand. Tips-part two: from "behind-the-scenes" onto the "foreground" needless questions the football business value you put in there. And how to use, how to use it better, you have to look at the operations of enterprises. In the eyes of many enterprises, the use of football to do marketing, is nothing more than on the pitch, vertical a billboard in TV on a section of the "XX brand fully supports certain races" of advertising. Facts have proved that this simple mode of operation, not only for little and big spending, the results are often disappointed by the enterprise. We know that, before the start of a race, the audience is most concerned about is the game, the game also includes coaches, players, referees, etc., so, how do you put the enterprise brand and audience attention, make enterprises passive to active, from "behind-the-scenes" onto the "foreground"? "in 2001, the Chinese soccer team unprecedented from World Cup qualifier at the outlet, the matter becomes the year's most popular sports event of the people concerned, and the Chinese national team head coach at Milutinovic also became was hot-haired boy, became a national hero in the eyes of the people, and be known by a" Magic coach ". At this point, aux air-conditioning to seize this opportunity, please Milutinovic as aux air-conditioning products spokesperson, in the capital Beijing Kempinski Hotel was held "Milutinovic — aux images representative signing ceremony and press conference," Conference, the Oaks Group Vice President of holding one aux air-conditioning prototype, Milu holding autographed football, both of which had a special Exchange ceremony. "Air conditioning for football," this fresh event also marks the Chinese air conditioning industry and football's first "marriage", the national media have to expand coverage, to aux air-conditioning did a free publicity. Beginning in 2002, to coincide with the Milutinovic, aux air-conditioning news operation launched Milutinovic roving Roadshow and selling air conditioning offers signature football activities, and from 5 June in the high frequency of broadcast of the CCTV Milutinovic passion play "boiling career, cool select" ad, the ad was close to fans, close to consumers, industry expert comments to "taste" of ads are very high. Aux "borrowed" by Milu Dongfeng really effective. Many consumers through newspapers, websites, television news, and other media know that "Magic coach" rallying cry chanted Milutinovic as Oaks, little by little, people began to associate with the aux Milutinovic together, many people think, Milu is the Oaks and Oaks is the Milu. Oaks, the original in many consumers heart component is not too heavy brand because Milutinovic call made away from consumers, very appropriate. At the start of travelling Roadshow Milutinovic, for a glimpse of the idea of a "magical coach" style, a lot of fans in their hometown and look to look forward to the arrival of aux air-conditioning, many fans even every day go to aux air-conditioning monopoly point, market, Marketing Center Office, ask tour Milutinovic, while in the shopping centre or selling point, aux air-conditioning market overwhelming influence "Milutinovic advertising", fans pockets aux air-conditioning also became a very good thing. Through this plan, the Oaks will air conditioning and the football of the two original completely different things pulled together, almost fulfilled all the football and air conditioning. As it turns out, aux spent his efforts received great results. "Magic coach" and "happy football" this two people known to Milutinovic and all Chinese soccer team's reputation and aux air-conditioning pull on the relationship, not only are the major concerns of the media, sports media even with full-page full-page length to cover the event, and air conditioning sales also aux as this craze to an unconventional speed start climbing. By Milu in celebrity and the Chinese team 44 years for the first time in the World Cup's gimmick, not only to establish its aux concerns sports, a good image of the community and enable the "aux" these three words into society, the hearts of the people, according to survey, by Milu effect, aux air-conditioning brand popularity has risen by dozens of percentage points. By Milu, football, also with the World Cup, aux air-conditioning successfully from behind the scenes on the foreground, as fans and consumers focus. Formulas: "single" avatar "all-round" when football marketing can make you want to promote brands or products are everywhere, in every possible corner appears, then, yourMarketing has reached the end. We see that as the World Cup opening whistle, enterprises have played "buy certain products will receive one of the World Cup tickets" and "World Cup-winning jingda" and "free look at the ball bar" all meticulously polished "football marketing" card. But as events move forward, "football marketing" the card hand size, power also gradually revealed. We will find, in fact, when the World Cup at the beginning of the genuinely, many of the great price of sponsor advertising often on TV a few seconds, it is difficult to make a more impressive; in contrast, when a football match is in progress, ob lenses be let us always to see certain brands of beverages and beverage cart, clothes, umbrellas, incubator, and so on, these seemingly inadvertently from your eyes flash briefly brand, always let your memories. Therefore, rely on such a large amount of "sponsor card", if the information content of a single, there is no way to achieve better propaganda effect. Only let your brand "ubiquitous", your information can only be truly effective. Referring to this kind of "ubiquitous" marketing, Coca-Cola is second to none in the industry's earliest sports marketing. In 1996, the 26th Olympic Games held in the United States, as the Atlanta Olympics, their "portfolio" unprecedented, a total of 197 countries and regions of more than 1 million athletes participated in the contend for individual projects, and to Atlanta for a natural, hometown of the Coca-Cola company will not miss this golden opportunity. Before the start of the Olympic Games, the Coca-Cola company will formulate a comprehensive marketing strategy of the attack, their first bought the global soft drinks sponsorship to become the TOP sponsors. Next, Coca-Cola began to various aspects of the Olympic Games, every nook and cranny of penetration. From the worldwide Olympic lottery, gifts, to assist the Olympic torch to pass and tickets sales, as well as the construction of the Olympic Park, making the Coca-Cola brand is a concern of the well-known of the Olympic Games. Subsequently, Coca-Cola and called on other companies to participate in the construction of the Olympic Park. This initiative, the nature has won many want to borrow games Dongfeng vendor support, Matsushita Electric, McDonald 's, games software developers, and other international well-known highly 7 firms involved in the construction of the Park, and in fact, although many firms to take part in the building, but this theme park last has also become the Coca-Cola advertising brand position. Through television, sports fan, site visits, etc., parks, large and small, color eye-catching Coca-Cola sign was deeply carved in people's minds. Through the successful operation of Atlanta Olympic Games, the Coca-Cola Company tasted the power of sports marketing. Since then, Sydney, Athens Olympics, Coca-Cola will serve as the best opportunity for brand advertising, its promotional methods, to achieve "in every possible corner of the end occurred": Olympic medal award transactions, Coca-Cola radio, the new Olympic Club, as well as pass the Olympic torch, in competition venues free Coca-Cola sponsored "fueling high hand" and so on, when the TV broadcast of Olympic-related news or events, always Coca-Cola lens appears on the TV screen, and the impressive tag so that global audience to remember the Coca-Cola brand. It can be said that it was with these seemingly small details of marketing and product innovation, Coca Cola to consistently led the field of beverage King today, in the eyes of people, today's "Cola" is no longer a "drink", but only the "Cola". Conclusion: football, has become the most people interested in sports events. As the people's material life of constant improvement and advancement will have more and more football enthusiasts. Today, through the various football marketing success stories have been placed in front of the manufacturers. However, for Chinese enterprises, football marketing is just beginning, how to get and use a good "football marketing" a piece of "cake", for many enterprises, will decide on its future development.