Olympic marketing has always been an exciting event for Chinese corporate brands, and it is also a resounding event for many people. This century-old event has caused many companies to compete for their bloodshed. However, perhaps it is the lack of experience. Many companies have found that the Olympics have come so fast. When we arrived at the opening, we realized that the preparation was not enough.

A company that wants to fully introduce Olympic marketing can generally be divided into three stages: preparation and dissemination of one to three years before the Olympics; the spread of the Olympics reaches its climax; the marketing after the Olympics is consolidated; the image is said to be new before the Olympics. Consumer groups see; the new consumer group should be remembered during the Olympics; after the Olympics, new consumer groups should be purchased.

However, not all brands are suitable for Olympic marketing, not to mention those SMEs. It is likely that the Olympics will be bankrupt. The Olympics may not be as effective as some companies think. According to preliminary statistics, since the 1980s, more than 40% of all companies sponsoring the Olympic Games have promoted regional sales growth of more than 20% in the same year, but profits have decreased by 20% year-on-year. This is especially worth considering.

There are several levels of corporate sponsorship for the Beijing Olympics, global partners, Chinese partners, sponsors, suppliers and suppliers. Among them, the threshold of global partners is about 400 million yuan, the threshold of Chinese partners is about 200 million yuan, the sponsor is 80 million yuan, the supplier is 40 million yuan, and the average supplier needs more than 14 million yuan. It can be seen from this that the light is sponsored, it is not affordable for ordinary companies, not to mention the supporting marketing costs.

According to the official data released by the Olympic Organizing Committee, there were 62 sponsors of the Beijing Olympic Games in 2008. According to the level of public attention, I thought that there were only a few of them with high visibility. Arowana, Haier, Yili, Adidas, China Mobile, Bank of China, Lenovo, Coca-Cola; the above are relatively good examples of Olympic marketing.

So what brand is suitable for Olympic marketing? I thought it was nothing more than two kinds. In addition to these two, other companies still seldom touch it because the input and output are too asymmetric. The top brands are big brands that are in urgent need of brand image enhancement. It is faster to concentrate on this popular project, especially those enterprises whose brand image is aging. The second kind I think is the new product or selling point of a certain strength enterprise. Promotion, because the Olympics is a good platform for the rapid promotion of new products.

Regardless of whether it is a product or a form of communication, the Olympic communication must be done “to be out of position, to concentrate and concentrate again”. Because this is such a crowd to break the head and squeeze into the stage, the noise is a big feature, and it is not vegetarian to climb to this platform. Why do consumers only pay attention to one of your characters?

Now, the Olympics are almost halfway through. The dissemination and advertising of various sponsored brands during the Olympics, how are the Olympic marketing of these companies doing? Through the advertisement, we can see the effect of marketing. Let's analyze the gains and losses of the Olympic Games of several high-profile brands.

Arowana is the edible oil supplier of the 2008 Beijing Olympic Games. I think this is the brand that is more popular among the 15 suppliers of the Beijing Olympics. The Arowana started to promote the Olympics in a year and a half, especially the ratio of 1 to 1 The concept of 1 promotion should be in line with the topic of sports health. TV advertising plus terminal packaging is a fixed means of arowana.

However, when the Olympics really came, the Arowana may have encountered a divergence on how to spread it. Is it to promote the Olympic suppliers themselves or to promote others? What we see later is a neutral advertisement: more than 10,000 athletes get perfect food, 1.3 billion people get healthy cooking oil, and so on. Give people a sense of mediocrity, the atmosphere is there, but the depth is not enough. With 1.3 billion references, we found that many brands are already in use, and the crash phenomenon is very obvious. I thought that Arowana can choose one of the two directions and make a good one, maybe it works better.

Choose one, focus on the concept of health balance 1:1:1, but can be linked to the Olympic sports program, so that the concept of health balance is once again deeply rooted in the form of exercise. Option 2, seize the arowana is the Olympic edible oil supplier to enlarge, turn this honor into a visual carrier, focus on the core concept of "204 Olympic delegation athletes special healthy edible oil", as long as this is Zoom in, there is no need to mix 1.3 billion people. Imagine that 204 delegations living in the Olympic Village and eating the Arowana together can completely spread the Arowana, which is specially made by the winners, of course.

Dissemination, more taboo is to stop at the end, rather than focus on breakthroughs.

Let’s talk about our Haier. As a sponsor of the Beijing Olympics, Haier’s image has begun to age after the 21st century. I believe Haier has realized that Haier has quietly changed the Haier logo to pink two years ago. Color, Haier also began its color strategy (from black and white appliances to color shell appliances), but how can we promote Haier brand image from black and white image to color? More importantly, how to make consumers aware of the upgrade of Haier brand? It is useless to change the logo alone. There must be product support. The more important thing is to have the support of the brand's core value enhancement. If I just want to please female consumers about the color, I think Haier will not take the risk.

The Olympics should be a good opportunity to enhance the core value of Haier brand. It is also a good opportunity for Haier's international brand image improvement. How to make international and domestic consumption appreciate the brand value of Haier's discoloration, I can do better with Haier. This time, the Olympic marketing Haier has done relatively loose, a little sponsorship for the Olympic Games, spread for the spread of the Olympics, lack of the theme, at least did not show the status of Haier's new brand upgrade, I believe Haier's perfect preparation, but there is always a foot A lack of sense.

Lenovo's model is not mentioned here. In fact, Lenovo's performance is similar to that of Haier, but Lenovo's sponsorship costs are doubled than Haier. Because Lenovo has a global Olympic partner.

Let's take a look at Yili and Mengniu, the oldest family. The difference is that Yili is a sponsor and Mengniu is not, but Mengniu's performance is not bad.

Throughout 2007 and the first half of 2008, Yili’s investment in Olympic sponsorship completely suppressed the firepower brought by Mengniu’s super girl 06 years ago. Mengniu developed Terunshu, Yili launched the Golden Code, and Mengniu developed Guanyi Milk. Yili launched Shuhua milk. However, at the time of the Olympics, Yili’s sponsorship did not have a better advantage for Yili. In particular, the joining of the three superstars Guo Jingjing, Liu Xiang and Yi Jianlian was difficult to attract consumers’ attention. Because Yili's Shuhua milk and the Olympic value are too loose.

On the other hand, Mengniu, but it is not too slow, officially launched the "Chinese cattle" spread, just coincidentally in the rhythm of Mengniu's three-stage planning theory "Mengniu, Chinese cattle, world cattle."

As a Chinese partner of the Beijing Olympics, what is unexpected to me is that China Mobile’s “12580” Olympic information service platform was mainly promoted during the Olympic Games. However, as a new product launch, 12580 is difficult to explain the function in 15 seconds. Clearly, many consumers do not know what the 12580 is doing, plus China Mobile's endorsement brand effect is more prominent, giving the impression that 12580 is the after-sales service phone. But in fact, 12580 is a comprehensive information service platform launched by China Mobile, which is obviously directed at the 114 number of the company. This should be regarded as a business extension of China Mobile through the 2008 Olympics.