The more intense competition in the Olympic Games is not only in the arena. Beyond the arena, there is also a more thrilling “invisible warâ€. Both Olympic sponsors and non-sponsors are eager to enhance their brand awareness and market performance through the Olympics’ global sports event. . The Olympic marketing officer is a new position set up by many companies to promote the "Olympic economy." They are behind the Olympic marketing. In their eyes, what is the purpose of Olympic marketing? What is more effective Olympic marketing?
David Brooks
Vice President and General Manager of the Olympic Project Department of Coca-Cola (China) Beverage Co., Ltd.
For 80 years, Coca-Cola has sponsored the Olympic Games with a feature of how to strengthen and consolidate local long-term business goals through the sponsorship of the Olympic Games, not for a short period of 16 days. I returned to China as the head of the Olympic sponsorship and marketing team (Lu Dawei’s father was a former US President George W. Bush diplomat and went to Beijing with his parents when he was 12 or 13 years old). I hope, for example, on August 8, 2009. On the day, when you ask a person casually, you can tell what Coca-Cola sponsored the Beijing Olympics. Just like the Chinese-language version of the Coca-Cola cans, which was released to more than 150 countries around the world during the Olympics, to some extent, it can be called the Confucius Institute on the Can, which is believed to bring some help to the spread of Chinese culture. China has become the fourth largest market for Coca-Cola in the world, but there is still a lot of room for growth, and many Chinese have not yet drunk Coca-Cola. We use the "everyone participates in the Olympics, show ourselves" as an entry point to organize marketing activities, expecting more Chinese to try Coca-Cola, and we can find deeper needs of consumers through Olympic marketing and deepen their relationship.
We use the entry point of "Everyone participates in the Olympics and shows themselves" to organize marketing activities.
EricaKerner
Adidas Beijing Olympics Project Director
What makes us unique is that we started with the first pair of spikes for the Olympic Games in 1928. The previous Olympic Games have been part of the entire work of Adidas. Our goal is not only to sell more products in the Beijing Olympics cycle, but also to pass the Olympics, so that the combination of the Adidas brand and the Olympics can be widely conveyed in the Chinese market, and the global brand will be Guided and integrated with local Chinese brand strategy. With the continuous advancement of the Olympic Games node, the focus of our marketing work is also divided into different stages. For example, in the previous 10 months, our focus is on communicating with consumers, from introducing our Olympic goals to letting consumers feel this. Spirit - Let consumers understand what athletes mean by reaching their goals, and thus motivate consumers to get involved and act. Many people are keen to compare our actions with competitors. In fact, competition in the market is like competition in the swimming pool. Players should be attentive. If you don’t pay attention to yourself, you will lose or win. Just follow your own swimming lane and go forward. .
Competition in the market is like a competition in the swimming pool. Players should be attentive and go forward along their own swimming lanes.
Zhang Jiayin
Vice President and Chief Marketing Officer of McDonald's (China) Co., Ltd.
This is the seventh time we have sponsored the Olympics. The challenge we face is that we must follow the characteristics of the local market every time, and also meet our own characteristics. In our previous market research, we found that consumers view the Beijing Olympics and basically think that this is a very glorious moment for China. They also hope to have the opportunity to participate, so you will see many opportunities for the Olympics - many people hope that Participate in the Olympics. As a brand, McDonald's has nearly 1,000 restaurants in China and is distributed throughout the country.
Therefore, our restaurant is actually a very good place to be used as a way to participate in the Olympics. We play the role of a middleman who drives consumers to participate in the Olympics. For example, we host the "McDonald's Olympics cheering small champion" event, which is part of our family market project, with more than 200 children selected from 40 countries. I will travel to Beijing to experience the Olympic Games. To do Olympic marketing, you must have your own focus. McDonald's Olympic marketing focuses on cohesion and builds a platform that brings together all the different people.
To do Olympic marketing, you must have your own focus. McDonald's Olympic marketing focuses on cohesion.
Xu Wencheng
General Manager of China Olympics Project of Johnson & Johnson (China) Investment Co., Ltd.
Our Olympic operation has two levels. One is to use the Olympic platform to build the brand of the company headquarters, let people know that Johnson & Johnson is a company with a sense of value, and second, each subsidiary continues to promote more than 30 brands. The Chinese market is an investment market that relies on the former to establish a so-called corporate brand outside the US market. The key to successfully running an Olympic marketing project is how to get out of the sponsorships, because most sponsors will sponsor athletes and sports events, so clear positioning is extremely important, you need to choose how Use the Olympics to strengthen the company's own brand equity, instead of using the company's investment to strengthen the Olympic platform. I think Olympic marketing can help Johnson and Johnson to penetrate the market. In addition, the design of the organization and the training of personnel are also the key points that contribute to effective Olympic marketing.
You need to choose how to use the Olympics to strengthen the company's own brand equity, rather than using the company's investment to strengthen the Olympic platform.
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