Home Furnishing Industry Breaks Through Sports Marketing

From Wrigley sponsoring CBA, Jiajun Ceramics sponsoring Guangzhou Evergrande Football, to the recent establishment of Guangdong Oupai Badminton Club by European furniture group, titled the 2012 National Backgammon Competition, throwing millions of prizes to encourage the national feather doubles athlete Fu Haifeng to win the Olympics The sports marketing battle in the home furnishing industry is one after another, and as the European Cup is in full swing and the footsteps of the London Olympics are approaching, this situation is heating up again.

Promoting brand connotation is the foundation

The biggest advantage of sports marketing is that it can bind many loyal fans and indirectly make these people loyal customers of your products. Although sports marketing is a good opportunity for home furnishing companies to display their brands and establish an image, from another point of view, as companies develop to different stages, they will have different emphasis on brand publicity. How to position companies at this stage to want to consume The core concepts and values ​​communicated by the visitors are the first step for home furnishing companies to do sports marketing. Only after the clear positioning of publicity can the potential value contained in sports marketing be maximized.

In fact, regardless of the brand's publicity in paper media, online media, or sports events, it is not only a simple name, but also a deep connotation hidden under the name. When it comes to home improvement companies, what kind of home life do you want to provide consumers, what kind of home culture do you want consumers to feel, and what kind of new home consumption experience do you bring to consumers? It is the foundation for enterprises to enrich their brand connotation.

Leveraging the strength of events

Some people analyzed that the ratio of marketing costs to publicity costs is 1: 3, which means that if the sponsorship costs of 1 million yuan are spent, an additional 3 million yuan of publicity costs must be paid out to support the marketing effect. Regardless of whether this analysis is correct, there is no doubt that sports marketing needs companies to have great strength to support it. The word "strength" has always been a problem that major home furnishing companies need to face for a long time. Especially for the new marketing model of sports marketing, how to maximize the influence of sports marketing, and then lay the cornerstone for the future development of the company, I believe that the entire industry needs to calm down and think hard. After all, the development of an enterprise is a long road. If you just let the brand get familiar with the event, it will inevitably disappoint the company's generous investment. Therefore, how to do a good job of the project, and how to expand the attention of the audience and consumers indefinitely, is the key for enterprises to follow the road of sports marketing.

Sports marketing sells culture

Sports marketing emphasizes a culture. Enterprises that actually carry out sports marketing sell not products, but a culture, an emotion that resonates with consumers for sports. Taking Oupai Home Furnishing Group as an example, it was recently announced that it will join hands with Guangdong Sports Technical College and Guangdong Provincial Badminton Team to set up "Guangdong Oupai Badminton Club". Prepare for the Super League. As the core players of the Guangdong Provincial Badminton Team and the National Team, Fu Haifeng and Cai Yun are known as the "Fengyun Group", and have maintained a victory in the last three World Championships. It is currently the strongest men's doubles group in China. For Fu Haifeng, the accidental feathers of the 2008 Beijing Olympic Games can be achieved with only one Olympic gold medal to achieve the World Championship Grand Slam. Therefore, this year, the dream of chasing the London Olympic champion is Fu Haifeng's dream. Opie Home Furnishing Group also announced at this time that in order to inspire club players and national feather doubles athletes, Fu Haifeng will win gold in the Olympic Games, and a million special bonus will be set up. Once Fu Haifeng reaches the top of the Olympic Games, it will be cashed in the first time. Yao Liangsong, chairman of Oupai Home Furnishing Group, said that sports marketing is not only for marketing, but also to incorporate the spirit of hard work in sports arena into the enterprise management. The "faster, higher, stronger" Olympic spirit has become the European The strong driving force of Paijia Group's development and the core of corporate culture.

Featured marketing seeks breakthrough

In recent years, in addition to sports marketing, more special marketing has been increasingly eager to be tested by home furnishing companies: Boloni provides a model room for "Struggle", Yuanzhou implanted the movie "Du Lala Promotion", ... This series of high-profile entertainment marketing is not uncommon in the home improvement industry. Sports marketing and entertainment marketing are not only a way for enterprises to carry out brand publicity and show their strength, but also the industry's continuous innovation in the marketing model and seeking breakthroughs.

Industry insiders show that sports marketing can do more with less cost and achieve more results with less effort. Taking advantage of sports marketing is not about boiling water for a while, but it is like boiled bone soup, which needs to be boiled gradually to smell delicious. The key to whether an enterprise can take the sports marketing route to help build a public brand is whether it can be implemented for a long time. Of course, this long-term is based on the strong strength of the enterprise. After the time has passed, the goal of improving the brand image can be achieved. Reporter Zhang Yang

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The ancient Olympics has now taken shape in commercial marketing

The biggest feature of sports marketing is to let things that are not related to sports styles be connected through sports, and to achieve the ideal propaganda function through the spread of the latter. Of course, this avant-garde marketing concept did not appear in modern times. As early as the 3rd or 4th century BC, sports and marketing have been related through the ancient Olympics. The rulers of ancient Greece used the Olympic Games as a powerful propaganda tool to improve their image and establish authority in the public.

The emergence of the ancient Olympic Games attracted the participation of various political and commercial forces, and the sponsorship of the Olympic Games appeared in this context. However, unlike modern sports marketing, sponsors in ancient sports marketing cannot directly benefit from it, but sports marketing can bring them political recognition and glory, and the host city can also use the Olympics to improve their status.

The company sponsored by the modern Olympics

Modern sports sponsorship began in the middle of the 19th century. The transportation industry is the earliest industry to use modern significance for sports sponsorship. In 1852, a rail transportation company in the United States provided free shipping services to the rowing teams of Harvard and Yale University, and vigorously promoted this matter, in order to attract thousands of sports fans to take the company's train to watch the game on the spot.

The first modern Olympic Games in 1896, the Athens Olympic Games in Greece, received a lot of corporate and private sponsorship. Among them, the wealthy Greek businessman Averov gave a lot of funding. He believes that the resurrection of the Olympic Games will help enhance the image of Greece overseas. At the same time, Kodak has officially become a sponsor of the Olympic Games.

The official normative sponsorship began at the Stockholm Olympics in 1912, and a Swedish company bought out the exclusive rights to sell the Olympic photography and monuments. As business operations have become more mature, the forms of Olympic sponsorship have also begun to diversify. Commercial advertising, indoor advertising, and physical supply (including athletes ’food, flowers, and stadium construction) have emerged in subsequent Olympics.

At the 1948 London Olympics, the British Broadcasting Corporation (BBC) spent US $ 3,000 to obtain television rights. So far, the Olympics has broken through geographical restrictions and officially became one of the world's sports events. The large audience group greatly stimulated the enthusiasm of private company sponsorship. By the time of the 1976 Montreal Olympics, 628 sponsors had provided $ 7 million in sponsorship fees.

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