IT enterprise fierce play sports marketing ensure the input received in return is a problem

With Germany's World Cup, Beijing Olympic Games is approaching, sports marketing has attracted more and more attention and favor Chinese enterprises.

In China people still worry about PC giant Lenovo invested the ability to become top sponsor of the Beijing Olympic Games, held in February at the Turin Olympics, Lenovo successfully produce a wonderful answer; and throughout March, the full range of Haier 3C new green Olympics is the national major city expansion tour.

Recent generous from the expansion of internationalization, Xu Sheng is not allowed to defeat the home appliance giant TCL. In March just the first high-profile sponsored Eurasian Tour "TCL golf tournament", its TCL- Thomson Electronics Corporation (TTE) has publicly confirmed yesterday, with the number one world football star Ronaldinho signed a cooperation agreement with more than one hundred million yuan, B68 flat-panel TV series for the new city endorsement. TCL is aiming for the two World Cup finals in germany.

Lenovo, Haier, TCL is just a microcosm of Chinese IT companies playing sports marketing brand. With the "full swing" to describe the current Chinese sports marketing campaign, it should be quite appropriate. However, the manufacturing industry increasingly meager profits in China now, spending huge sums to play sports marketing, it is a domestic enterprise wisdom impulse, or daredevil a coup?

There are a number of people who have tried to sports marketing industry insiders commented to the newspaper said, sports marketing is also a double-edged sword, good to bring to the enterprise may be pie. Used properly, not only may make the enterprise have become heavily naught, slow death trap enterprise.

Sports marketing can bring?

The charm of sports marketing to the enterprise, the South Korean Samsung Electronics has always been regarded as a classic case of sports marketing.

For the first time in 1988 the Olympic Games, Samsung Electronics is a cheap electronics supplier unknown to the public image, however by the door of the Seoul Olympic Games, South Korea's Samsung Electronics is unknown to the public in the world to establish sales network and branch offices, products to the international market so. Last year, the Samsung brand value of $14 billion 900 million in the world's twentieth place, more than a few years old rival SONY, becoming one of the fastest growing global brand value.

But Li Luyang, chairman of the Group believes that the United States, the company is unlikely to bring real benefits through sponsorship. "Sports marketing is the only important to improve the value of the brand, improve brand bargaining power."

Home appliance network editor Li Tao this also commented that the sports and sports stars on the dream and the hope is the most impressive, but this point with the international enterprise brand marketing spirit very well. With the attention of the exciting events, live media advertising bombing, and even the top star of commercial promotion, with the brand image of sports marketing, can be more direct penetration into the audience's good impression. This is any vivid hard advertising, or is the manufacturer's commitment or technical experts can not give consumers the feeling of empathy."

TCL brand Department insiders, TCL will turn to the World Cup soccer star endorsement, sponsorship in the developed areas of popular golf and other sports marketing, through the establishment of brand or product characteristics, so as to establish the relationship between enterprises and consumers, to achieve a kind of experience marketing concept. "The internationalization of sports marketing, can make consumers at home and abroad, agents and retailers and other related groups to improve awareness and credibility of the TCL, at the same time to set up the TCL to open up the international market of good corporate image and international reputation and brand awareness, and further expand the share from the TCL products in the local market share and market.

Master of the operation of sports marketing is often able to bring the benefits of 42 dial thousands of pounds. Coca-Cola as early as before the Olympic Games, then quickly put there may upset a number of Olympic athletes, including Liu Xiang, China signed commercial film also filmed in advance. This is also Liu Xiang and Teng beach after winning, Coca-Cola's ad immediately in the whole of China's cause. Informed sources have revealed that, in today's Liu Xiang won the title after soaring different, when Coca-Cola's sponsorship costs can be quite cheap. 70% is the failure of the burn project

People often pay attention to the scenery of sports marketing, but in fact, 70% of the sports marketing is a failure case. This is IBM, UPS, PHILPS, Xerox, Bausch and other former Olympic Games sponsor in the contract after the expiration of the opt out.

According to senior director of consulting Qingqi Luo believes that sports marketing is one kind of media tools, key success still lies in the product, if there is no product follow up, more sports marketing is in vain.

In addition, sports marketing is also a recognized burn project, requires a lot of money. Relevant information shows that in 1996 the Atlanta Olympic Games, the level of sponsorship of the more than and 200 enterprises, only about 25% of the enterprises have been rewarded.

To domestic enterprises, regardless of Lenovo become Olympic sponsors of the TOP threshold is $65 million (about 550 million yuan), TTE signed football superstar Ronaldinho endorsement fees in 100 million yuan, public data show that in 2005 Nanjing ten games only a sports clothing sponsor to pay 16 million 200 thousand of the cost, and the title sponsor of the scenery no longer the Super League, the British network telephone companies have to pay the love of Fawkes