Corporate Sponsorship And Advertising Strategy And Art

With the noise of the whu ZLA, 2010 South Africa World Cup The compact rhythm made us feel the heat of early summer. Since the game, winning or losing is bound to be decisive, there is no need to be too concerned about the French infighting, the Italy team's loneliness, and the frustration of Argentina. You and I just enjoy the happy process brought by football.

Compared to the results of a game of crying and laughing on the football field, there is also a battlefield outside the football field that can't see smoke - the contest of sponsorship between business enterprises and the contest of advertising. Domestic enterprises such as a solar photovoltaic enterprise directly appear in the world cup arena, more often through the television screen hysteria bombardment, in short, countless enterprises, and even the teahouse bar selling duck neck shops are trying to focus on the world cup of oil. And when the dust of the world cup is settled, the participants are compensated for making money.

Talked about Sponsor Speaking of advertising, Shanghai Zhuo Yue consulting marketing communication agency (ezhuoyue.com) may wish to discuss with you here how to treat sponsorship projects as an enterprise, what kind of artistry and scientificity are there in advertising and sponsorship? How can enterprises achieve maximum returns with a small amount of input? What are the factors that need to be considered before sponsoring a decision? In other words, what kind of sponsorship is suitable for you, and what kind of sponsorship may make you waste white flowers?

Related to corporate strategy and brand positioning

whatever market Behavior has its own guiding strategy, otherwise it will lose its way. Similarly, enterprises need strategic co-ordination to make clear directions and orderly plans. Specifically, corporate sponsorship and advertising behavior also need to match the established enterprise strategy and serve the realization of the strategic objectives of the enterprise. For example, Lining, the first level of its strategic positioning is to be a leading brand in China and even the world. If it matches with it, it will sponsor around top competitions and excellent international sports teams. Through the combination with top international events and top sports teams, the two sides can produce positive interaction, which is similar to "your height is determined by what kind of people you are standing with." Secondly, Lining's second strategic positioning level is positioning himself as a sports brand, so all of Lining's marketing activities need to revolve around sports, sports, vitality, young factors. If one day, Lining suddenly turns to sponsoring the "essay contest", then it must be a failure, strange, because this is completely deviated from the strategic positioning of the brand.

What are the characteristics of the world cup? A dairy enterprise with a relatively well-known reputation in a regional market can not withstand the highly flickering advertisement of advertisers. The brand manager is excited about sponsoring the naming activities of the world cup competition in a national sports newspaper. The reasons for the brand manager seem to be very good: the world cup is highly concerned, represents passion and vitality, and the price is not expensive, and the boss will also care about the world cup and simply vote for it. Six hundred thousand. And he just ignored that this enterprise is not a sports milk powder, and has never been involved in the sports market behavior, and there is no follow-up sports planning, so confused with the "World Cup" ship, imagine it will have effect? In Zhuo Yue consulting chief consulting Pang Yahui asked, if it is me, do not say it is six hundred thousand, free to give me the title, I may not be willing to spend energy to participate, because this is not in line with the enterprise strategy, brand positioning, consumer group positioning. Exposure is not equal to sales force! {page_break}

Fit enterprise product and service attributes

Before starting an enterprise sponsorship, first of all, you should be clear about yourself. What are the attributes of the products and services you are engaged in? Are there any great correlations between the activities sponsored by you and this attribute, which can play a positive role in promoting product sales and brand promotion, and easily lead the audience to have positive associations?

Such as Marlboro cigarettes, it is not a cigarette in a sense, but represents the image of the cowboy in the western United States, representing the spirit of the United States. Therefore, Marlboro's choice of sponsorship projects is always the best way to compare with the attributes of this product. For example, it has sponsored the European formula one grand prix for many times, linking the masculinity of the world's top drivers with the masculinity of Marlboro.

For example, Tai Tai chicken essence was first launched, and later cooking utensils enterprises continue to follow suit. They often sponsor some cooking contest activities and cooking TV programs. They are also worthy of admiration for sponsorship, and their correlation is very strong. For example, MontBlanc's sponsorship of Lang Lang Piano performance is also very good. And if one day, the insecticide dichlorvos brand sponsored underwear model competition, you will be very surprised.

Match with target groups.

In deciding to sponsor a project, you still have to do a job. Who is the target group of the activity itself? Are these people what you want to influence? What kind of positive impact will they capture on your sponsorship? If the answer is No.

There are several cases sponsored by the water purification industry. It seems to be a failure in the view of Zhuo Yue consulting. Let's start with the first case. In a water purification forum sponsored by an organization, the participants are basically representatives of large and small manufacturers and brand management manufacturers. Similar meetings are very suitable for the main business of OEM's production OEM manufacturers. The conference will focus on products and communicate with other participants in depth. But precisely, the main sponsor of this conference is a brand enterprise based on retail and channel construction, and has also exhibited a series of new products. I think, in such an occasion, in front of such participants, this brand enterprise will not be able to get more other than the more convenient way to provide participants with the opportunity to imitate products.

The second case is that an organization organizes a "hand in hand activity buyer group" to pull up a number of large and medium-sized sponsors, the so-called buyers group, and most of them are already engaged in agents and sales agents of terminal water purification products. Anyway, they are eating bags of traffic. They have time and look everywhere. These people are commonly referred to as "old ladies" in the industry. However, there are two major drawbacks in this visit. First, there is a risk of potential loss of distribution agents in the original brand that is being represented. The activity itself has a malicious "dug" or at least dug up a hotbed for the dug. Second, because companies spend more money and invest more in business, they will inevitably attack their competitors and dissect their own phenomena, resulting in the price, agency policy, sales support and enterprise malpractice among several enterprises. The number of companies visited is several kilograms and often transparent, and the bargaining power and bargaining power of manufacturers are reduced. This in a sense destroys the tacit agreement and ecological environment between manufacturers. It is said that there has been an embarrassing scene of the expulsion of buyers to an enterprise. The author also heard that a sponsor had great hopes for the buyer group, and formulated a generous signing and promotion policy, with a view to making all the money available to the buyer group, resulting in the awkward embarrassment of the exchange meeting, but had to mobilize his own salesmen to pay the order in the name of the buyer group to cover up the embarrassment of the face.

For example, training under the name of installation and maintenance has also been sponsored by enterprises, but this sponsorship has also been misplaced. On the one hand, it is obviously training, but because of the reason of sponsorship, a large part of the time has been transferred to the sponsoring enterprises to introduce enterprises, introduce products, and try to get information about investment through this way. On the other hand, the main body of the participants is the manufacturer's production, technology, after-sales service personnel, plus some agents or agents dispatched service installation and maintenance personnel. The proportion of agents who really decide to make decisions is not large.

Therefore, Zhuo Yue once again stressed that enterprises must be cautious about sponsorship. If a sponsorship activity fails, or the sponsorship activities do not produce a good reputation, they may turn their brands into trouble, whether you are a famous enterprise or a single event sponsor. {page_break}

Sponsorship itself is just the beginning.

I have heard of an institution that flickers customers in order to patronage: "you should give me 60% of the advertising fee this year, so that you can really fire up, and there is no better platform than me." In this regard, we will leave no matter what the platform is, but at least one enterprise must be calm. That is, you can not think too much about sponsorship. As long as I sponsor an activity, the effect will be reflected immediately.

In fact, a sponsorship event is only a ticket for the sponsorship. Although you sponsor an event, the sponsor will promise you a series of attractive returns, but this return will always be made in a "one to many" way, and you will have the same promise for other enterprises, and this commitment must be magnified. Therefore, it is the value of sponsorship to cooperate with the whole sponsorship activity and its continuous promotion. This means that the sustained and sustained financial support investment is the key. According to an international authoritative statistical data, it is generally believed that if a sponsor wants to achieve the desired effect, the enterprise should at least invest 3-5 times the promotion cost of sponsorship itself, and do not expect the sponsorship's commitment or the Lao Yongyi's sponsorship.

This is a case in point to the sponsors of the "2008 Beijing Olympic Games" that we are familiar with. Have you ever heard of "Atos Origin" and "Manulife"? Zhuo Yue has made a survey of the surrounding people, and most of them may not know what they represent. These two companies are just like those of Lenovo who spend 65 million US dollars on the Olympic TOP sponsors. Even the people of our Olympic stadium are not clear about it. Let alone the people of the world, they feel that they are totally injustice. In fact, the two companies are not alone. They also spend a lot of money on the Olympic Games series of sponsors, such as the national grid, PICC, unified enterprise, Song Hua Ma Jie service, and so on.

To sum up, in the view of Pang Yahui, Zhuo Yue, sponsorship is actually a very simple matter. In other words, it is the question of signing contracts and transferring accounts. However, the knowledge behind the sponsorship has gone to a great extent, requiring enterprises to look ahead and think carefully and make prudent decisions. If you are really not sure, you can turn to the professional advisory body for support, or simply give up doing nothing. You can never do the patronage with reckless consequences, because making money is not easy.