Today I have read an interesting article in Forbes Daily Newsletter about Beijing Olympics and the question of sponsoring it.It is written by Shaun Rein, the founder and managing director of the China Market Research Group, and describe pros and cons of paying such high amount of money as $80-100 mln to be the official sponsor of the Games ($850 mln. to sponsor the Turin and Beijing Olympics).
"The results show that the Olympic sponsorship fails to inspire Chinese consumers' loyalty to a brand... Only 10% of respondents for all categories said that they were "more likely" to buy a product if they knew the product was from an official Olympic sponsor. Price, safety of product, ease of purchase and style were all considered more important than Olympic sponsorship."
Read full article
P.S. Read comments as well :)
1 comment:
Интересная статья, но неодназначная. В одном я точно согласна с автором статьи - компаниям нужно очень серьезно подумать, прежде чем принять решение о спонсировании Олимпийских игр! Слишком рискованный получается социальный маркетинг в этом случае.
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