Three Avoidance And Four Discipline In Shoe Enterprise Sports Marketing

Sports marketing

Sports marketing

Enterprise sports marketing refers to a series of marketing public relations activities that promote the expansion of brand influence by means of sports events or sports figures.

The appearance of sports marketing is event marketing, which means public relations communication, and the core is integrated marketing.

Sports marketing includes sponsorship of sports events, endorsement of sports stars, sports event marketing, sports PR, sports publicity and PR, sports PR advertising, etc.

Sports marketing, as a new way of marketing for Chinese enterprises, has not entered the Chinese market for a long time.

Many enterprises do not know about sports marketing, and are eager to carry out it. Just like a young couple who are anxious to get married before they meet.

"For a ship without a buoy, the wind in any direction is against the wind". For those who want to use sports marketing, in the process of introducing sports marketing, enterprises need to choose sports marketing topics on the basis of knowing risks.

Sports marketing is not only a young member of the marketing community, but also a new member of the public relations field. The reason why sports marketing points to the dual attributes of marketing and public relations is that successful sports marketing is inseparable from the marketing strategy and can not be separated from the successful public relations communication strategy. The latter can determine the success or failure of physical education marketing.

Misunderstanding of the issue

Although there is no fixed authoritative evaluation model of sports marketing, the enterprises that are prepared to do sports marketing can put the anticipated issues into the four dimensional coordinates listed in the four dimensional coordinates to evaluate the impact factors, so as to get a general evaluation.

For example, through cooperation with the foreign Olympic Organizing Committee or delegation, this choice of timing factor weight is larger, sports factors are medium, the emotional fit of our audience is low, and the brand factor is low.

In this way, if we want to create the implicit marketing effect of "curve", the comprehensive fit degree is not optimistic.

Similarly, the form of sponsoring sports teams that use "encirclement" sports marketing can also be scored according to this four-dimensional analysis.

In the selection of sports marketing topics, we should avoid the following situations as far as possible:

1, general topic.

Although sports spirit is common to all mankind, sports marketing requires people to identify differences in positioning of different brands, products or services through communication.

For example, "higher, faster, stronger", "dream is only one step away", "beyond dreams" topics, such a lot of topics, easy to cause confusion in the dissemination.

2, fuzzy positioning.

There is no very close relationship between the products of many enterprises and the sports marketing they do. Most of them originate from the vague position of enterprises' "sports attribute" of their products. Because of this lack of marketing positioning, they often lead to early investment.

3, resources are idle.

At present, some Olympic sponsors' resources are on the edge of idle. Most of them are only used to paste the Olympic logo with our company logo.

Some Olympic sponsors use old strategy and tactics and homogeneous marketing techniques to stimulate those sports marketing enterprises who are interested in playing the edge ball. In fact, marketing and attack are compared with wisdom and creativity. Their swords point to monopoly resources that are wasted.

Facing the upsurge of sports marketing, how to carry out the best sports marketing needs a comprehensive analysis and balance.

There are many lessons in the failed sports marketing case.

During the 2002 World Cup, Jianlibao's "fifth season" bought the CCTV exclusive exclusive broadcast rights with 31 million yuan, and embarked on the road of sports marketing. However, due to the lack of continuity, after the world cup, the "fifth quarter" advertising turned to fashion and Avantgarde spokesmen.

The conflict between "sports concept" and "fashion and avant-garde" has led to a discount of expected results.

TCL has signed soccer star Ronaldinho at a sky high price (more than 10 million euros), but TCL has not been able to combine with the elements of football stars and football spirit in the sales terminals and advertisements of the products, which highlights the risk of the lack of systematic marketing strategy.

Now, almost every month, we can see the improper marketing of sports marketing in the media. Therefore, for the enterprises that want to use the sword of sports marketing, there are four basic skills that need to be cultivated.

Know yourself - scientific orientation and strategic unity;

Understanding sports -- sports resource database and information tracking;

Manage yourself - topic alignment analysis, integrated marketing implementation;

Coordinate others - public relations communication plan and implementation.

A good sports marketing is an overall and systematic test of the enterprise's innovative ability, public relations ability, planning ability and integrated marketing ability. It is also a systematic examination and examination of the brand and corporate culture of an enterprise. In this sense, any enterprise can come to the "simulated" sports marketing to cut into this feast, and then, through a comprehensive analysis, decides whether to enter the actual combat.