CSM continued to support sports marketing development

The Chinese Olympic Committee-FT Chinese Sports Marketing summit took place on April 22, 2009 in Beijing's Hilton Hotel. The event attracted over 300 participants from a wide variety of backgrounds from the Olympic Committee to advertisers to sports sponsorship agencies to media. Tremendous opportunities remain as China's sports performance continues to rise on many levels. From a marketing perspective the Chinese Olympic Committee remains a very strong partner for potential sponsors.

The round table discussions were held with Mr. Matt Brosenne, CSM's Business Development Director joining a panel with Mr. Andres Kiger (Integrated Marketing, Senior Director, Coca-Cola China), Mr. Wang Dawei (Deputy Director, General Administration of Sport Athletics Administrative Center) and Mr. Tim Maitlan, (Director, Sports Marketing Hill & Knowlton, Asia Pacific).

Matt Brosenne pointed out how research and data can be harnessed to in support of ROI decision making when it comes to determining how to measure the success of events in terms more clearly visible than sales. Yili, the Olympic Sponsor was up against serious competition from Mengniu. Many consumers mistakenly believed that Mengniu was an Olympic Sponsor 18 months before the games based on our research data. Our study showed Yili how to change this by signing agreements with influential sports stars and how to use them in their advertising creative. Our research also indicated the importance of packaging based and other retail based messaging for getting the correct information to consumers. Finally, survey results indicated that clearly differentiating Yili as the "Sole Dairy Products Olympic Sponsor" was also included in creative campaigns to drive home Yili's sponsorship of the games. After these changes were made Yili's recognition as an Olympic sponsor and purchase intent rose dramatically guaranteeing a strong return on investment for their efforts. Clearly, research data provides information for following and then adjusting activity as necessary throughout the duration of events. Practically this data can offer directional guidance to ensure continuously high ROI for event sponsorship clients.

Chinese Olympic Committee-FT Chinese Sports Marketing summit