Lighting industry to take the "sports marketing" two big favors

Along with the hosting of major sports events such as the 2008 Beijing Olympic Games and the 2010 Guangzhou Asian Games, China has become one of the many domestic companies. In the lighting industry, SOK, Songye Lighting, Sanxiong, Aurora, Foshan Lighting, Mingkai Lighting, NVC lighting and other brands have thrown olive branches into sports marketing, opening up new ideas for innovation in the industry's marketing methods.

With the rise of the national sports craze, nowadays, sporting events are increasingly concerned by ordinary people, which also provides a prerequisite for companies to carry out sports marketing. In general, the advantages of sports marketing are the following two points.

Conducive to product sales

The form of sports sponsorship makes it easier for consumers to accept products psychologically, and at the same time, a warm atmosphere of sports activities is more conducive to consumers' consumer preferences and purchase desires. For example, during the World Cup, Sanjing Pharmaceuticals not only used the viewers' strong attention and expectations for the World Cup, but also greatly enhanced the affinity of Sanjing Pharmaceuticals and consumers, and sponsored CCTV's World Cup timepieces with less than 20 million yuan input. The return on viewing received more than 50 million yuan. Many companies do not merely use their sponsored sports programs to establish a brand image, but also combine organically with sales to develop sponsorship activities more colorful and even more powerful. This allows companies to “namely” and “prosper” over a longer period of time. Double income.

Help improve brand image

Sports sponsorship is conducive to the establishment of a healthy brand image of the company and the use of the halo effect of sports activities to enhance the brand's visibility and reputation. According to a survey conducted by the United States, 64% of respondents are more willing to buy sports sponsors' products, and their root cause lies in the public welfare of manufacturers. Statistics show that if a company wants to raise its brand awareness globally, every 1% increase will require 20 million US dollars in advertising costs, and through large-scale sports competitions such as the Olympic Games, the World Cup, etc. Knowledge can be increased to 10%, while also obtaining good economic benefits. Therefore, large companies do not hesitate to spend large sums of money to become partners in large-scale competitions in order to exploit the market and gain economic benefits.