Visa pertama kali bermitra dengan Olimpiade pada tahun 1986, Samsung pada tahun 1988, Coca-Cola pada tahun 1928. Bicara tentang pembangunan merek jangka panjang. Seperti atlet Olimpiade yang berlatih seumur hidup mereka untuk sesaat menjadi sorotan, merek-merek top dunia tahu bahwa performa kopling berasal dari investasi jangka panjang.
Dengan adanya Olimpiade 2024, mari kita gunakan beberapa data baru untuk meninjau bagaimana merek menggunakan sponsorship olahraga jangka panjang untuk membangun ekuitas merek.
Sponsor Olimpiade mendapat nilai besar dalam hal kesadaran merek
These days, marketers tend to be judged on their ability to create consumer demand, generate sales, and deliver immediate returns on their ad spend, but top brands know better than to ignore top-funnel metrics. Weโve studied thousands of campaigns over the years and found that on average, a 1-point gain in top-funnel brand equity metricsโlike brand awareness and relevanceโdrives a 1% increase in sales.
Olimpiade memberikan contoh yang baik tentang dampak kemitraan olahraga jangka panjang terhadap kesadaran merek. Lebih dari 40% konsumen global mengetahui hubungan Visa dengan Olimpiade menjelang Olimpiade Tokyo pada tahun 2021, dan angka tersebut telah meningkat tiga poin menjadi 43% pada Mei 2024. Angka tersebut melonjak dua poin di Prancis (dari 29% menjadi 31%), lima poin di Australia (dari 33% menjadi 38%), dan dua belas poin di Amerika Serikat (dari 37% menjadi 49%).
You can find insights about Visa and other Olympic partners on our Olympic Insights Hub, an online resource we launched recently to share data about fans, brands and athletes throughout the summer. For instance, P&Gโs association with the Olympics has gained two points in awareness between 2021 and 2024, Samsungโs seven points, and Airbnbโs nine points (figure 1).
Mengikat niat baik jangka panjang dengan antusiasme penggemar saat ini
The brands above are not resting on their laurels and have been making the most of their association with the Olympics in recent months. From January to May 2024, Visa has spent nearly $29 million on advertising, Airbnb $250 million, and Coca-Cola over $440 million, according to new data from Nielsen Ad Intel.
Sejak awal tahun, hampir 80% dari total belanja iklan dari para sponsor Olimpiade tahun ini digunakan untuk media televisi, namun setiap pasar berbeda. Di Jerman dan Indonesia, misalnya, lebih dari separuh anggaran media Coca-Cola digunakan untuk saluran online, dan di Inggris, dua pertiganya digunakan untuk saluran luar ruang.
Wherever they may be, sports fans are simply more likely than the general population to engage with sponsors and purchase their products. By advertising around the Games, Olympic sponsors can capitalize on fan enthusiasm and years of goodwill: short-term and long-term marketing working hand in hand.
Mengukur keberhasilan secara holistik
Kesadaran akan merek sangat penting-konsumen jarang membeli dari merek yang tidak mereka kenal-tetapi manfaat sponsorship olahraga jangka panjang lebih dari sekadar kesadaran. Dan mengukur kesuksesan haruslah merupakan upaya yang terintegrasi.
โWe think about measurement holistically,โ said Molly Beck, Strategy and Planning Lead for Googleโs Center of Excellence for Sports Marketing in a recent Nielsen webinar on driving value through womenโs sports. โWe’re looking at broadcast reach and views as we always do, as we always will, but being a fanโฆ is more than just tuning in on Saturday night for this or that game.โ Streams, game highlights, tickets, scores, following a player on TikTok and shopping for a new signature shoe line are all part of the fan experience, and therefore a part of the measurement equation too. โAs a brand, you’re only going to get so much value from showing up courtside. A lot of it is going to come from how the fan is consuming around that moment, before that moment and after that moment.โ
Thatโs where a long-term partnership pays off. For WNBA Chief Growth Officer Colie Edison, โMany brands are trying to seize the momentโฆbut if you don’t have the patience to actually do a multi-year investment, you wonโt make the most of your relationship.โ
In our interviews for the Laporan Pemasaran Tahunan 2024, Adam Isselbacher, SVP, Group Director Research & Analytics at UM Worldwide concurred and reminded us that โbrand building is not just about making a brand visible. It’s about embedding into the consumer consciousness.โ That takes time.
Musim panas ini, salurkan jiwa Olimpian Anda dan berinvestasilah dalam merek Anda untuk jangka panjang.
Untuk mendapatkan lebih banyak wawasan, jelajahi pusat wawasan Olimpiade Nielsen.
