Gifts / Sports & Toys

The 22nd FIFA World Cup will be held in Qatar on November 20. As the first unrestricted world-class sports event after the outbreak of the COVID-19 epidemic, this Qatar World Cup can be said to be the focus of attention and is destined to become the carnival of world football fans. At the same time, the World Cup also provides a very important marketing opportunity for major brands. What should sports marketing do? Huacheng Import and Export Data Observation Report:

01. Why should Sailing Brand do sports marketing

With the development of science, technology and economy, the pace of world globalization is gradually accelerating. More and more Chinese enterprises decide to go abroad. However, going to sea means that the brand will face different consumption habits, religious cultures, cultural traditions and other difficulties around the world. It can be said that every enterprise going to sea has its own "blood and tears account" in the process of going to sea.

In this case, in a sense, it is a very good choice to go to sea with the boat of "sports".

Because first of all, sports can be said to be the most international "language", and is loved by people all over the world. For example, in the figure skating arena, the Japanese player and the Chinese player Jin Boyang, even if they are from different countries, speak different languages and have different cultures, can become very good friends through figure skating.

Secondly, every sport contains the positive energy of persisting in efforts and never giving up, which can often bring people great inspiration and emotional resonance.

Finally, even people who don't like watching sports events will browse some sports news on some big sports event nodes as a topic of conversation with friends. This will be a great help for brand exposure.

Therefore, for overseas brands, it is a cost-effective choice to do a good job in sports marketing and take the "sports" boat to go overseas, Huacheng Import and Export Data Observation Report.

02. How to do sports marketing for overseas brands

Compared with other types of marketing, the following points should be paid attention to when doing sports marketing well.

Convey the charm of sports and arouse the emotional resonance of the audience

In recent years, the term "broken circle" has received a high degree of attention in all walks of life. But for sports marketing, a good sports marketing needs to convey the charm of sports and arouse people's emotional resonance.

The charm of football or other sports lies in human nature and the appearance of some moments that cannot be reproduced. For most ordinary people or fans, they may be more impressed by the performance of athletes after victory or defeat or some empathy in human nature compared with which game of the World Cup is the most exciting.

In the sixth game of Group B of the top ten Asian qualifying matches of the 2001 World Cup, China played Oman at home. Finally, the Chinese team also successfully entered the 2002 World Cup finals with one goal advantage.

Adidas, the sports brand, seized the special moment when China realized its dream of the World Cup 44 years later, and made a special uniform for the Chinese team. The mood of the whole Chinese people was like the words on the players' jerseys for celebration: "Chinese football has never felt so good".

Start from small things to make the brand truly popular

Some brands prefer "top matching" in marketing. For example, when it comes to football marketing, we only do "World Cup", and when it comes to basketball marketing, we only do "NBA" or "CBA".

In fact, many local events also deserve the attention of Sailing Brands. For example, Major League Soccer (MLS), National Football League, etc. Seizing the marketing opportunities of local events will help the brand integrate into the local culture and deepen the local understanding of brand products.

In addition to competitions, for the phenomenon of overseas community sports, brands can also start from small things by sponsoring overseas community sports games and other ways, so as to get the brand exposure with high cost performance ratio.

In the final analysis, the purpose of really good sports marketing is not consumption, but to make the brand deeply rooted in the hearts of the people through marketing.

Love sports to the end

Sport is different from others, and love is the most important factor. Although many brands are also doing sports marketing, they will also invite some athletes to endorse their products, but it always gives people a sense of discord. This is because the love of sports shown by these brands is too "transient".

Regardless of whether to go to sea or not, when deciding to do sports marketing, the brand needs to carry out its love of sports to the end. If the brand's love of sports only depends on whether there is a big event recently, then this love will soon show. To establish the brand impression of "true love sports" among the crowd, your sports marketing can be successful, Huacheng Import and Export Data Observation Report.

For example, since the Amsterdam Olympic Games in 1928, Coca Cola has started its layout in the field of sports sponsorship. In 1976, Coca Cola officially became the official sponsor of the World Cup, and the two sides have cooperated so far. Of course, in addition to large-scale sports events, Coca Cola is also generous in sponsoring small sports events. It fully reflects the importance of Coca Cola brand to sports events.

03. Points for Attention in Sports Marketing

Pay attention to ambush marketing

For sports event organizations, sponsorship revenue is the decisive factor to maintain the operation and sustainable development of the event. Therefore, for ambush marketing and other related marketing around the event without paying any fees, it not only damages the rights and interests of official sponsors, but also poses a threat to the sustainable development of the sports event itself. Therefore, in the past decade, anti ambush marketing strategy has become the focus of the preparatory work for each sports event.

For example, in a law passed in Brazil in 2012, enterprises that use the official logo of the World Cup without authorization, including the image of the mascot Frego, the words FIFA, the World Cup, the World Cup 2014 and Brazil 2014, will pay a fine of millions of dollars to FIFA, or be jailed for three months to one year for violating intellectual property rights.

Therefore, when the brand is not an official sponsor recognized by the event sponsor, it is necessary to pay attention to whether there is ambush marketing when marketing around large-scale events.

Ignore offline marketing

According to the observation report of Huacheng Import and Export Data, due to the highly developed online economy in China, many domestic brands neglect the role of offline marketing when marketing overseas. Although the development of online channels is remarkable, offline activities integrating experience, quality service and social attributes are still an irreplaceable marketing channel for the brand.

In fact, offline marketing plays a key role in brand penetration overseas. Some brands are actively carrying out some offline marketing activities while paying attention to online marketing. For example, SHEIN chose Q4 during the hot overseas marketing period to open a five-day offline flash store in the southern district of Sao Paulo, Brazil.

It can be seen that online and offline integrated marketing is the best choice for the brand.

For overseas enterprises, overseas sports marketing is the best and the worst way to go. However, we have to admit that when we do marketing with love for sports, the carnival of sports fans can also become the carnival of brands. Huacheng Import and Export Data Observation Report.