"Foreign companies are clear what you want, get sponsorship in the interests of domestic enterprises were often somewhat at a loss, do not know how to use." Real Madrid is responsible for the high-line German companies in China related to Liu Jun, head of news in and about to cooperate with some companies gained from the negotiations said.
Industry veteran Wang Qi also believe that most Chinese companies are currently marketing in football only get more brand awareness, and not know how to market in the next step Marketing Of allowing product Sell Floor and maintain the continued construction of the brand.
CCTV exposure does not mean that all
King Air Advertisement Chen Xinwei reluctantly told reporters: "Many business owners are concerned about the visibility of brand advertising in the CCTV, the neglect of other routes of transmission, it ignores the meaning of the brand extension of the building."
Fact, in some corporate consciousness, only to sports events, or sponsorship of sports stars as an awareness of the communication platform. This in part reflects the corporate speculation and a quick profit, but it is precisely this "unprofessional" attitude, leading enterprises in marketing waste.
Unity and to assess the effect of the assessment is not a long history of corporate mid-level implementation of the football marketing will be an obstacle. Market in the advertising and public relations, media, audience surveys, circulation investigation is big business advertising prerequisite, there is no authoritative third-party investigation, even middle-level approval of enterprise marketing platform for your enterprise know what to do. The domestic impact assessment issued only to the data is provided by CCTV Suo Furui media touch up rate, that is, or in a live broadcast events, appear in a number of shots accumulated over a long period of corporate identity. "Even this is not complete, a majority of events particularly star event will be a variety of media broadcast, or made of highlights, features, these are not within the scope of the monitoring and evaluation." King Air Advertising Deputy General Manager said.
Team Real Madrid and other big show in China, but things are emerging in recent years, the accumulated data, the success of corporate communications Case Not much.
Wait and see attitude haste under
King Air Advertising Agency The Real Madrid signed the most concentrated time is two to three weeks the game. "If you find the business in March to talk about the matter, they will feel too early, but also attend to." Indeed, in the eyes of many companies to sponsor soccer is the vertical one at the scene Billboard Only.
Companies have such an idea, as in a pre-opening concert, to work the door will get the diving body, like price, the sponsorship placed at the end, companies enhance the initiative in bargaining can be obtained cheap enough price.
This reflects the problem is that most enterprises lack the sporting events into the overall brand marketing system, a rapid response capacity. The face of great impact, but also the annual marketing plan of the event, corporate lack of digestion. Wait and see attitude while under the hastily, often to companies lost a lot of marketing opportunities, the whole effect greatly reduced.
Owner preferences affect the decision-making Many middle-level corporate decision makers
know the boss likes to vote, the boss likes sports items, generally more likely to gain support. Football marketing and promotion to take orders in the account of a cheap is: number one in many enterprises is full of fans. Often is: buttoned the boss, everything OK.
"Such as corporate CEOs would like to care about football Real Madrid, Manchester United came to China, one asked his people, 'is not what is going on? We have not done? This matter on the set, the middle course not knows better than to vote against the effects of good or bad is not the responsibility of his. "one insider said.
Surprisingly, this situation not only in domestic Private enterprise Which has always been that I believe the data, rigorous style TNC The will exists, it's no shortage of vivid fall case.
How to "name" converted into "profit"
Wang Qi said that China enterprises Sports Marketing China should learn from the entertainment industry, China Mobile Jay Chou concert sales strategy very worth learning from. In addition to brand, football marketing should like M-Zone, as the product sales and design integrated into marketing strategies.
Reputation for the car, the sports marketing has only just begun, after all, the value of brand recognition into the final rely on product sales and brand value to achieve, Wang strange tale Road, Now we all know the reputation cars, but we do not Yu know in automobile, truck or sports car, and then the next one would like to know the reputation of the truck, sports car, and how different people's car ... ... and in the reputation and the next one must Liaozu audience groups, the activities of the corresponding full use of Liaozu continuously extended to develop a carrier product strategy, or even do a reverse product customization. Wang Qi that comparison, seven wolves brand marketing strategy to mature. I am an expert from China Business, usually analyzes all kind of industries situation, such as wind up pocket watches , antique pendant watch.
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