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The once-a-four-time World Cup made the fans crazy, and it became a marketing position that sponsors sharpened their heads into. Generally speaking, if a sponsored team performed well in the game, then the company would get Enough exposure. Although it sounds like gambling, sponsoring sports events has become a must-have for traditional car companies.
World Cup sponsor FACES <br> <br> World Cup this year, Mercedes - Benz has become the main sponsor of the German national team, even on June 16, after Germany beat Portugal, Mercedes-Benz and BMW came an interactive online Show, together for the national team players to celebrate the victory. In the same evening, after Audi released the new RS7 in Beijing, it invited fans to watch the live broadcast of the game on a giant LED screen.
However, "Seieng lost his horse knows it is not a blessing", this year's World Cup lucky non-Chere is none other than. As a sponsor of the Chilean team, it witnessed a major reversal of the Chilean team sweeping Spain, and this most unexpected victory also made Chery take the lead in the international arena. Roland, an automotive analyst, said that this will help Chery increase profits in Chile and other South American markets.
Of course, major sports sponsors such as modern ones have already "had not moved beforehand" before the World Cup. Beijing Hyundai provides a chance for participants participating in a test drive or purchase from April to May to participate in the “To Brazil World Cup†event; from May to July, all users who purchase Bei Xian Automobile will also receive a World Cup. Themed souvenirs. Other joint venture brands such as Dongfeng Kia Yueda, in addition to providing free viewing opportunities, also organized futsal matches in the country. The winning team will travel to Brazil and other teams to compete in the “mini-World Cupâ€.
Therefore, regardless of any form of World Cup sponsorship/marketing, the main purpose is not to give auto companies immediate sales promotion, but to let the world audience understand and familiarize themselves with the auto brand. This will also play a role in the future purchase decisions of users. Important role.
In addition to automotive OEMs, more and more parts suppliers are also aware of the huge business opportunities in sports events and are gradually participating in the sponsors. Before the World Cup, the German brand Tire made a unique marketing strategy for the Chinese market, launched the FIFA Limited Edition ContiMaxContactMC5 Tyre, and it was also invited to join the 2015 Asian Cup competition, this is the first time a car tires Suppliers join the ranks of sponsors in Asia's top football competitions.
Although it is costly to sponsor various sports events such as the World Cup, car companies and parts suppliers believe that this can effectively increase brand awareness. A survey conducted on Sohu’s sponsorship for sporting events indicated that 51% of users believe that the popularity of the World Cup can help car companies conduct benign propaganda, while 31% of respondents believe that if they see the manufacturer's logo in the game There will be a willingness to learn more about sponsors.
Nani! What are I sponsoring?
The world-renowned consulting firm McKinsey has conducted detailed research and demonstration on “Whether sports competitions are worth sponsoring†in the latest report released recently, and proposed five key points for companies to measure whether sponsorship can bring revenue and effective branding effect. Indicators, to avoid the loss of other opportunities due to excessive investment or miscalculation of benefits, resulting in the emergence of competitors from the top.
Let's look at some of these data first: FIFA said that 20 major sponsors invested in the 2014 World Cup in Brazil amounted to US$1.4 billion, which is about 10% higher than the World Cup in South Africa. However, this figure compares with US$20 billion in U.S. companies sponsoring sporting events in 2013. It is quite a “little surpriseâ€, equivalent to two-thirds and one-half of the investment in television and Internet advertising in the United States.
Such a big spending, I am afraid even if the car owners like "not bad money," the Lord has sponsored sports events and star players have to be considered carefully. However, we may expect that those sports sponsors will be somewhat proud when they mention their return on investment (ROI), but studies show that about 1/3 to 1/2 of the companies do not have Relatively sound systems to measure the sponsored return on investment in sports are also the reason why they are asking prices. McKinsey pointed out that if the company can use a systematic assessment method to fully measure their sponsorship impact, the company may receive up to 30% of the return.
Five indicators to measure sponsorship revenue <br> <br> following five indicators to help measure ROI company established a complete system of corporate sponsorship of sports events can be based on the quantitative analysis and estimate the value of sponsorship generated.
Top Five Indicators Affecting Costs and Benefits of Corporate Sponsorship I. Cost Perreach
Effectively utilize the data within the company and the sponsoring organizations to analyze and evaluate the cost expenditures required for sponsorship purposes. Calculate the number of consumers that can be affected through sales personnel and public media (including television, radio, and paper prints). (The target population of the product) so as to obtain the cost required to achieve the unit's goal. This cost includes not only copyright, but also covers the activation costs for stalls, merchandise, etc. that are required in advertising.
In order to understand the global sponsorship costs, a retailer has established a public database containing data on the cost of sponsored organizations, sponsors, and target consumer groups. Some analysts have found that 15% of the sponsorship costs are twice as high as those of other projects. For example, sponsoring a star team costs more than sponsoring a concert. In addition, it is possible to distinguish from the database which sponsorship projects have little impact on the target consumer groups, so that the company can redistribute the sponsorship amount in a better form and increase the overall revenue by 20% at the same cost.
Second, the brand awareness (Unaidedawarenessperreach)
Companies often spend huge sums of money to buy sponsorship rights but have dropped their chains in marketing campaign execution. McKinsey found that in the 2011 study, companies had very different results for the allocation of sponsorship expenses: For every $1 invested in the acquisition of sponsorship rights, the company’s advertising costs across the country ranged from $0.5 to $1.6. This also means that many companies have lost the opportunity to expand sales and increase the impact of sponsorship.
There are real cases as evidence: A U.S. company that produces small-cost packaging products originally spent 80% of its sponsored budget on copyright purchases, and the cost of product promotion marketing was reduced to 20%. However, after analyzing the product's ROI results, it was found that increasing publicity costs can increase product awareness and user brand association. After understanding this point, the company shifted its focus from projects with poor performance to projects with higher profitability expectations. On the other hand, product promotion costs have increased and the end-user’s brand association with the company’s products has increased by 15%.
Third, sales revenue (Sales/marginperdollarspent)
It is not always easy to sort out and quantify the relationship between sales and sponsorship. McKinsey offers two options for reference. The first method: first, convert sponsorship into quantitative capital and project it into key marketing concepts and methods such as brand association, purchasing trends, and consumer decision-making, and then assess the impact of each variable on short-term and long-term sales; The two methods need to use econometric tools to link sponsorship and sales based on analysis of expenditures and returns over time, and then isolate the impact of other marketing activities on sponsorship spending.
For example, a car manufacturer conducted a quarterly consumer survey to measure the impact of sponsorship on sales. After analysis, the company clearly understands which sponsorship has driven the consumer’s purchase of the company’s products, and then returns to product sales, linking quantitative sponsorship spending with qualitative product sales to assess marketing and sponsorship. Strategy, sponsorship of capital expenditures. Finally, the study found that the return on investment between the top 25% of the sponsored projects and the latter 25% of the project's prioritized allocation of expenditures can generate up to 10 times the difference. Now they are defining the annual sponsorship allocation according to this method.
Fourth, establish a brand trait (Long-term brand attributes)
Compared to short-term sales, sponsorship makes it easier for consumers to build brand awareness in their hearts. At the same time, because brand recognition is very important for product sales, it can contribute 60% to 80% of the overall sales of the product, which means that if the product's attractiveness persists, it will certainly drive the sales growth of the product. Of course, assessments or surveys of company traits can help companies understand their brand attributes and help marketers identify those brand ideas that can be strengthened.
V. Indirect profit (Indirectbenefits)
Sponsorship may stimulate indirect sales. Therefore, analysis of the sponsorship of sports events must also consider these indirect profits, but companies often do not ignore the fact that they overestimated the return on investment of these indirect profits.
For example, a financial investment institution promotes its wealth management business using the sponsorship of golf tournaments. As a result, the company’s indirect profits from golf tournaments have completely offset the company’s expenses for sponsoring the tournament.