Olympic marketing's stuffy deficit: non-sponsor of the more popular than sponsor

March yangchun, the weather is getting warmer, the Olympic atmosphere and more "hot". Beijing streets some outdoor Billboard, I do not know when to put on a "Beijing welcomes you" Word, design really is fine, the glance that is public service ads, and looked back, it is called a "Welcome" Beijing Winery's "masterpiece", its lift ride — and this is also demonstrated is the time! "2008 are similar to the Chinese cheer," 2008, who let your heart? "and so on, as if the banners into the game through the streets of Beijing. Although the Billboard on pressure root cannot find the word "Olympic", but with a discerning Bliss is namenzi looked. These ads have a common, ascribe enterprises are non-Olympic sponsors. Olympic sponsors the wind rattle won Olympic sponsorship of a master, of course, never idle. Local community associations, Erie, arawana, Qingdao Beer and Coca Cola and Samsung, Johnson, McDonald 's, and other international heavyweights were, "Eight Immortals, enthusiasm," in addition to the regular outdoor advertising, but also a series of measures is a big public relations, advertising campaign, a blow after blow out, the former in a wave of another. Take last year's Olympic torch bearer selection activities, Coca-Cola, Samsung, Lenovo three hit up the arena. Olympic Corps qualifications the oldest Coca-Cola, "who kindled a flame in my heart" as the theme throughout the open selection 1188 a torch bearer/run. In addition to the general public to nominate, polling, Coca-Cola also adopted a series of public service activities have torch bearer for the public, including the promotion of healthy way of life during the "happy" activities, the promotion of Green Olympics "keep a bucket of water, flowers and a smile" environmental protection activities, through a wide range of activities, the community will have the opportunity to participate in the torch bearer selection. While Samsung and China Mobile to launch the "Olympic torch sharing plan", Lenovo and CCTV cooperation held a "you are the torch bearer" large open selection program, two activity registration, polling, the number of millions, in a national referendum in the climax of the Olympic Games. Who moved the Olympic sponsor cheese Olympics sponsor on a grand scale, the non-Olympic sponsor outdone, you come to that, it's hilarious mingqianganjian. Olympic piece of cheese is too attractive, but also no wonder everyone scrambling, and embezzlement. In this field in the Battel snatch wars, as it was when it was sad. Some Olympic sponsor surface wind-solar light, covertly feel lost, despite their access to Olympic marketing exclusive rights of so-called industry, consumers seem to be buying. With their non-Olympic sponsorship tit-camp in Excel, so try every means to invigorate, new tactics, aggressive move dramatically took the limelight. 2008 Beijing Olympic Games countdown timer to the first anniversary of a research shows that the Chinese public company Olympic marketing awareness and not leaning to the Olympic sponsors. In this survey in 11 categories, covering 42 non-Olympic sponsor, the results of the respondents mistakenly believe that the brand is the Olympic sponsors 32.4% on average, misidentification rate highest mengniu, reached 57%, sports brand of Li Ning misidentification rate. Things, be a blessing in disguise? non-Olympic sponsor and sponsor of the Olympic Games, the blame of cheese? think some Olympic sponsor, got sucked BOCOG's certificate, you can follow up marketing initiatives are not worth mentioning. In advertising, public relations and event consolidation linkage, play in the Olympic theme, with mining in Olympic products of hype, questions abound. They spend a lot of money to buy, really cut associate the brand and the product of the real needs of the Olympic movement is not very large, bright creative is not enough. An Olympic sponsor's executives said, sports marketing is not a gambling. In fact, some Olympic sponsors are like gamblers as speculative, large-can one day it hit them, it's hard to say. But the "unfortunate" and Olympic sponsorship eligibility for those enterprises to pass up, often with marketing stunt. Above the Olympic marketing misidentification rate highest mengniu, "coming from the masses, to the masses," mobilizing the masses of forces "are always the same route, through the sole sponsor of CCTV's interesting, participate in the interactive sports show" City ", finally from the opponent's Olympic blockade in Wai out; and Li Ning and CCTV-5 partnership, to all the host of the Olympic Games and guides provides clothing, this means that during the Beijing Olympics, its CCTV exposure will get Olympic promotion of exclusive rights opponents hard neck and neck. The ancients said, things, be a blessing in disguise. Want to compete in the Olympic sponsorship of the enterprise in a stake has such confidence! Olympic sponsors need to reflect on the non-Olympic sponsor to self-improvement. We should believe, have no access to Olympic sponsorship eligibility, and less important; 08 years this business Olympics, who let consumers heart, who will be able to laugh at the end of the day! authors: Wang Yi where: Beijing Baihui long flow Marketing Advisor of the Chief Planner, a number of management, marketing, Media columnist. One is committed to exploring psychological marketing, market research, branding, creative, copywriting, and so have a deep understanding. Newest book is the brand of China "," the case of domestic brands fail, other works published in the United States reported today "," China Daily "," the China business "," business news "," Manager "," sales and marketing, international advertising law, Sina, Sohu, NetEase, HC, Wharton knowledge online, China marketing communication network, vPro management online, global brand network, dozens of media. Once services are the main tourist area, the hometown of Zeng Guofan, Golden peak flavor industry, Beida jade bird IT vocational education and training in Germany and NOK-HO, LG Electronics, Tarzan, forsen pharmaceutical, Dongbin liquor, flower chain marriage-wedding, banquet, restaurant, liuhe of Chau wood, chejueshi automobile beauty, Hayes than-cosmetics, etc.