Local brands usher in a new era of European Cup marketing

On June 8th, the 2012 European Football Championship kicked off. At that time, the European Cup will not only bring happiness to Chinese fans, but also the lure of seductive business opportunities. Open the CCTV Olympics channel We can see that the major domestic brands have made appearances during the European Cup. The brands from Quanzhou are not to be outdone, and the sports brands such as Hongxing Erke are on high profile.

Local brands appear in the European Cup

In the world of football, the European Cup has a wide range of influence and appeal throughout the world. For the period of the European Cup, the advertising of the CCTV Olympic Games channel is first of all to look at the brand influence of the European Cup itself.

From the monitoring data of the previous days, CCTV's ratings during the European Cup were very good. With the advancement of the competition, especially in the semi-finals and finals stages, there will certainly be more football enthusiasts joining in. The effect will be even better.

For example, Hongxing Erke's massive entry into the European Cup is based on a brand development strategy. Hongxing Erke will create a comprehensive "soccer brand" of Chinese sports brand. Through the participation of different football projects, Hongxing Erke gradually established a competitive advantage in the football industry. In order to achieve this goal, Erke has begun to engage with football clubs in different countries to jointly seek further development space and explore closer cooperation opportunities between the company's own development and international sports events. Jointly search for ways and methods to link Hongxing Erke with the football industry and open up a road to innovation.

The high-profile debut of the European Cup is clearly a prelude to Hong Xingke's creation of "football football." For the enthusiasm of football, Jinjiang brand is not the first time. As early as the 2006 World Cup, Jinjiang brand's enthusiasm for participation was unprecedentedly high, including Lilang, Septwolves, Kinba, Anta, Xtep have debut, when Jinjiang brand advertising investment has exceeded 100 million, Jinba also won the World Cup "shooter list "The naming rights."

In contrast, the Jinjiang brand's enthusiasm for the European Cup seems to be worse than the World Cup. The industry believes that in addition to the influence of the European Cup itself is not as good as the World Cup, the impact of the Olympic Games is also great. For the London Olympic Games that will soon be coming, many brands have already placed a "blood" in the CCTV advertising tender last year. The special investment has already passed 100 million yuan, and the budget of Kinba has reached nearly 90 million.

Race ad serving as a problem

"Football is a men's sport, and the live broadcast of the European Cup is concentrated in the middle of the night, so the audience is mainly hardcore fans and mostly male." Anta brand director Xu Yang believes that the advertising during the European Cup is a good one for male consumer goods. The choice, but for mass consumer goods, the coverage is too narrow.

“Different companies will always have different products and different consumers. Enterprises should tailor their clothing according to their own circumstances.” 361° Brand Director Ling Xiao believes that the expected value of advertising pursued by each company is not the same. When enterprises advertise, they should Follow the principle of "using numbers to speak" and rely on the evaluation results of professional organizations as the basic criteria for advertising. In addition to this, it is necessary to systematically plan a scientific and complete delivery process before advertising.

First, we must do an advertising plan, second, we must specify the overall communication strategy, and finally implement the advertising delivery task in stages.

The audience for the European Cup is basically composed of fans, die-hard fans, and football fans in the city. From the ratings of the European Cup, the European Cup has maintained a high popularity rate of popularity, which makes the company in advertising. When delivered, these specific target audiences can be directly targeted for specific effects.

At the same time, events such as the European Cup or the World Cup are mostly broadcasted in the middle of the night. At this time, there are no other channels to watch, and the rate of turntables is greatly reduced. Naturally, the effectiveness of advertising is much more effective. The midfield and post-game insertion of commercial advertisements is a traditional form of advertising by CCTV for many years. The loss rate of the audience during the midfield and post-game periods is relatively high, and many fans may leave TV or change channels. People in the industry believe that if it is possible to innovate advertising forms, it may be more ideal.

When advertising in major events such as the European Cup or World Cup, companies should not be confined to live TV broadcasts, and they can try to diversify their routes. Nowadays, the advantage of Internet media has become more prominent, and it is nothing more than a good choice for TV broadcast prices. It is also a company that wants to play brands in such major events. If the budget is not high, you can also use the Internet's column top. Names, sports editions of newspapers and magazines, outdoor television channels, etc., serve advertisements.