Small And Medium Shoe Enterprises: Not Throwing Money, But Also Marketing.

For small and medium enterprises, the scale of sports marketing may not be able to compete with large enterprises, but the value created by sports marketing still needs to be valued.

As long as the strategy is right, the way is flexible and the execution is in place, sports marketing can also produce twice the result with half the effort.

First of all, to attract consumers, a marketing mode that can attract consumers to participate can often get better returns.

We should pay close attention to the analysis of those people closely related to sports events and see whether the target customers are consistent with the fans of sports events, and enhance their brand by the influence of sports events.

For example, during the 2006 World Cup in Germany, snowflake beer cooperated with the fans World Cup column, put forward the slogan of "beer lovers' formal partners", and organized a series of "outing to the horizon" theme tour activities for beer lovers, and consumers responded strongly.

Secondly, to carry out integrated marketing, in addition to investing a certain amount of sponsorship fees, we should take a series of related marketing activities, and use advertising, promotion, activities and other means to form the potential of marketing.

For example, we can try to carry out some virtual network activities and network events; we can organize "grass roots" competition activities to echo large sports events, such as sponsoring college basketball league matches, street 3 basketball matches, street dance competitions and so on.

In short, when planning these marketing activities, enterprises should be good at "walking away from the sword" and be good at pushing every detail and fully grasp all the opportunities that can be grasped so as to get small and broad profits.

There is a classic case in the history of Nike Olympic marketing.

During the 1996 Olympic Games in Atlanta, Nike took the lead of Reebok, the official footwear supplier of the Olympic Games, through a series of measures: Nike set up Nike experience center in Atlanta Olympic city and Olympic Park, and held a grand participation in physical examination activities. Because the experience was rented by private sector, the organizing committee could not interfere. Nike also employed many college students to distribute the chest brand lanyard with the brand name on the outdoors to facilitate the audience to carry tickets. At the same time, many famous sports teams and sportsmen accepted the award costumes and were sponsored by them.

All this gave people an illusion that Nike was a sponsor. In a later survey, Nike brand had a cognitive rate of 22% over 16% of Reebok brand.

Third, for small and medium-sized enterprises, the more direct commercial purpose of sports marketing is to upgrade product sales and recover marketing costs most quickly.

Therefore, we should pay close attention to some business opportunities in sports events, and extract a marketing point that meets the needs of corporate culture.

In addition, it depends on whether the links between product attributes and sports are natural processes, so as to realize the integration of products and sports events culture.

Of course, this requires enterprises to have keen insight and quick response.

Finally, it is emphasized that for small and medium enterprises, it is advisable to do sports marketing according to their abilities. If we want to recognize the risk of sports marketing, we should have a clear understanding of the risks that may exist in sports marketing, and take necessary precautions.