2018 国际体育大会(SportAccord Convention)主论坛议程
2018 国际体育大会(SportAccord Convention)主论坛议程聚焦于体育营销和体育赞助的主题,从影响力营销、科技在赞助中的应用、社会责任在营销中的作用等方面,切入体育营销和体育赞助。
021862018-01-19 11:37     来源:禹唐体育



“Uniting A Global Audience: Marketing and Sponsorship for the Future”

“聚拢全球受众:未来的市场营销和赞助”


Wednesday, 18 April 2018

2018年4月18日星期三

 

11:00-11:10   Welcome, Introductions

11:00-11:10   欢迎,介绍


11:10-11:40  KEYNOTE ADDRESS:

11:10-11:40  主题演讲:

 

11:40-12:30   PLENARY PANEL SESSION:  The Power of Influence Marketing

11:40-12:30   嘉宾讨论:影响力营销的力量


Influencer marketing focuses on specific key individuals, rather than your target market as a whole. It identifies the individuals who are followed by, or have influence over, your key buyers or audience, and orients marketing activities around them. Creating something and hoping that it will ‘just go viral’, is no longer enough. If you have the right ‘influencers’, they can provide social reach, original content, as well as a level of trust because they are already well known to your key market. Do you know who your main influencers are? Have you had a guerrilla endorsement? How can you identify them, and make Influence Marketing work for you?

影响者营销专注于具体的个人,而不是目标市场这个整体。影响者营销确定谁是你的主要买家或观众所关注的人、或对他们有影响的人,围绕着这些人做营销活动。仅仅生产一些东西,就希望这些东西能够流行起来,已经不够用了。如果你有正确的“影响力人物”,他们可以提供影响力、原创内容、以及一定程度的信任,因为他们在你的关键市场中已经比较有名了。你知道谁是你的主要的影响力人物吗?你做游击营销的代言了吗?你如何找到他们,让影响力营销为你而用?


12:30-13:30  LUNCH BREAK

12:30-13:30  午餐休息


13:30-14:00  CASE STUDY: IF INNOVATION

13:30-14:00  案例研究:国际单项体育联合会的创新

 

IF presentation demonstrating innovative marketing/sponsorship initiatives that have broken new ground and been successful.

国际体育协会演示:取得了突破和成功的有创新意义的营销/赞助举措。


14:00-14:30   TECHNOLOGY UPDATE: Augmenting the Sponsorship Profile

14:00-14:30   科技领域的新发展:增强赞助商的形象


The goal of event sponsors is to be as visible as possible in order to increase the return on their investment. How can Augmented Reality help a brand come alive, reach new audiences, and deliver unique experiences, both in stadiums, at home, and on any number of devices.  

赛事赞助商的目标是尽可能地引人注目,以增加他们的投资回报。增强现实如何帮助一个品牌在体育场馆里、在家里、还是在任何设备上活起来,影响到新的受众,提供独特的体验? 


Thursday, 19 April 2018

2018年4月19日星期四


09:30-9:40    Welcome, Introductions

09:30-9:40    欢迎,介绍


09:40-10:00   THE BIG PICTURE: The Current Marketing and Sponsorship Landscape

09:40-10:00   行业情况:当前的市场营销和赞助的行业情况


An overview of some of the key issues currently affecting the sports world globally, and what they mean commercially for sponsors and marketing organisations. 

探讨目前正在影响全球体育界的一些关键问题,以及它们对于赞助商和营销机构从商业上来说意味着什么。 


10:00-10:45   PANEL SESSION: Socially Responsible Marketing

10:00-10:45   嘉宾讨论:有社会责任的营销


With athletes, events, and sports themselves under ever-increasing pressure to behave ethically, perform fairly and transparently, be role models for children, and set an example that ‘Sport Is Good’, should they also be expected to take into consideration what is ‘best for society’ when choosing commercial partners?  Should gambling companies be sponsoring sporting events? What about products that are unhealthy, addictive, or environmentally unfriendly? Do fans care who pays for it, as long as they get to see it? What are the obligations, and options, that should be considered?

随着运动员、赛事和体育运动本身在以下这些方面有着越来越大的压力:遵守道德、公正和透明、做孩子们的榜样、为“体育运动是好的”树立榜样,那么他们在选择商业合作伙伴时,是否也应该考虑什么是“对社会最好的”?博彩公司应该赞助体育赛事吗?那些不健康、上瘾或对环境不友好的产品呢?只要球迷们能看比赛,他们关心谁付钱吗?应该考虑的责任和选择有些什么?


10:45-11:15   CASE STUDY: IF INNOVATION

10:45-11:15   案例研究:国际单项体育联合会的创新

  

IF presentation demonstrating innovative marketing/sponsorship initiatives that have broken new ground and been successful.

国际体育协会演示:取得了突破和成功的有创新意义的营销/赞助举措。


11:15-11:45   ROUND TABLE: Adapting to The New Paradigm

11:15-11:45   圆桌讨论:适应新范式


Rapidly changing technology, fickle consumers and dropping generational interest levels, a plugged-in world that expects to be entertained 24/7, the fragmented media landscape, and more pressure to stand out from competitors…the future of sport sponsorship and marketing is fraught with obstacles.  What are the main challenges that lie ahead, and how can sport best prepare for the future?  

日新月异的技术、变化无常的消费者和整整一代人的减弱的兴趣、一个一直在线期待7天24小时娱乐的世界,支离破碎的媒体格局,以及更加大的在竞争中脱颖而出的压力……体育赞助和营销的未来充满了障碍。未来我们要面临的主要挑战是什么,体育运动如何为未来做好准备? 

 

11:45-12:30   AN AUDIENCE WITH…

11:45-12:30   采访


Our featured Interview of the Day, with a sporting VIP.

今天对一位体育VIP的专访。


12:30-13:30   LUNCH BREAK

12:30-13:30   午餐休息

 

Keep checking this space for updates on the Plenary Conference and its Speakers.

会议议程会继续更新,请关注此页面。


点击此处阅读相应国际体育大会(SportAccord Convention)议程页面。

本中文议程由国际体育大会首席媒体合作伙伴禹唐体育制作。

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