Chemical company's Expo sponsorship

After the Swiss chemical company Clariant Group won the sponsorship invitation from the Swiss Pavilion, the top management of the company quickly decided to invest in the construction of the World Expo Switzerland Pavilion, which is still at the time of Clariant's restructuring.

You know, making this decision is not easy: At the time of 2009, companies were deeply immersed in the financial crisis. The chemical market is also at a low point. Clariant plans to lay off thousands of people in hopes of obtaining strong cash flow.

“However, we have not produced any internal differences. After all, the sponsorship fee will not be enough to make the financial status of the company irrepressible.” CEO Kottmann recalled the incident and smiled at the China Business News. The reporter said.

In many venues and project sponsors of the World Expo, chemical companies are a special group. Unlike consumer products companies such as Coca Cola, Yili, and Lenovo, they are looking forward to gaining attention and profits through overwhelming publicity and product promotion. Such companies are more willing to regard the Expo as a window for corporate image display, and to communicate more with employees, customers and partners in this venue. This kind of brand communication may also be deeply rooted in people's minds.

Expose yourself to the Expo

In the display of products and company image, the practices of various chemical companies are not the same.

The oil companies PetroChina, Sinopec and CNOOC adopted a roundabout way. They used the “oil museum” as a communication carrier to let people know that oil can be made into clothing and daily necessities. You can also learn about the mystery of oil and the impact of oil on society and human beings through a 4D film “Oil Dream” with a very strong visual impact. This way, visitors can feel the grand and dazzling sight of the Oil Pavilion, and it is easy to think of the innovation and progress of these three companies.

Other sponsors obviously will not let such an opportunity to display to 70 million people. Dow Chemical's display method is to send products directly to all corners of the Expo. Their building insulation panels, air-conditioning cooling systems, water purification systems and paints are all used in the Expo site. Moreover, the company will try to tell everyone through various channels as far as possible that these chemicals have an indispensable role in the industrial and commercial fields.

BASF, on the other hand, cleverly chose to sponsor some small projects to expand its reputation. For example, in the pavilion of "Family of Germany and China," BASF has designed a showroom of its own. As an official sponsor of the Hamburg House in the Expo City Best Practice Area, BASF will also use thermal insulation solutions and interior wall paints.

Guo Haili told this reporter that their sponsorship products are not easy to find. “An innovative high-end textile product that we developed in cooperation with Schoeller has also been displayed in the Swiss Pavilion.” However, the Swiss Pavilion can know more about the need The audience provided information related to this special material jacket. As a silver sponsor of the Swiss Pavilion, Clariant's LOGO is also clearly visible on the corner of the first floor of the VIP area.

Shi Bojun, president of Dow Greater China, told this reporter: “The Expo is a good opportunity to participate. We are very happy to have the opportunity to provide and display our products and technologies.”

The management of the company and the Clariant Group all have a consensus: China is currently an important market for chemical companies. It is crucial for people here to get closer to companies and understand companies. The Expo will help them achieve this.

Customer and employee communication opportunities

In addition to the demonstration of goods and the use of their products to the outside world, it is also necessary to create a space for dialogue and communication during the Expo.

“When we decided to sponsor the Swiss Pavilion, we thought that it would not be possible to directly promote the sales of our additives, emulsions and masterbatch in China.” Guo Haili said that even after the closing of the Expo, the company did not plan to The results of the sponsorship of the Expo will be calculated in detail. ”

However, among the 70 million visitors, Clariant’s employees and customers are some of them. Using this platform, Clariant launched a three-day “both inside and outside” activity at the World Expo: The management took the opportunity to talk with staff representatives from all over Greater China about the experience and strengthen communication; sales personnel and key customers shared in the venue. The exposition and beauty of the World Expo, the company sponsored stories, enhanced friendship and partnership; echoed with the sponsorship activities of the Expo, Clariant's new Greater China headquarters building also opened in Shanghai.

Shi Boxi also stated that the company had arranged "employees day" and "enterprise day" on May 8 and June 11 respectively to receive employees, customers, and suppliers. Moreover, the Expo has a positive meaning for the employees of Dow Chemical. “Dow is the first company to send volunteers to the World Expo, with more than 100 employees participating.”

A high-level chemical company also stated that no matter the company and its customers, as well as its bosses and employees, they need to have a relaxed and interactive environment in addition to work, which can increase mutual feelings and benefit the body and mind. “In fact, this is the highest level of marketing. Means and human resources management, for example, when employees see the company can sponsor sponsorship on such a large occasion, suddenly saw the company brand appeared in the park, the pride will emerge, but also can enhance the service for this enterprise Confidence."

However, the heads of a number of chemical companies also emphasized to reporters that enterprises could not have too much utilitarian interest in similar sponsorships for the World Expo and venues.

Guo Haili said that as one of the few chemical companies in Switzerland, the company has a responsibility to make a contribution to the Swiss Pavilion. “We rarely participate in large-scale sponsorships, be it sports events or other exhibition activities. But this time we have come. This also embodies our corporate citizenship philosophy, so even if the company is not well conditioned, it has made a decision to sponsor the Swiss Pavilion, and in the long run, this will help Clariant gain more in China in the future. More development and opportunities are also our firm commitment to the Chinese market."

“When choosing a sponsorship project, companies usually have to combine with business strategy. It is necessary to consider what impact the sponsored project will have on the external public and how it will affect our own business. Our sponsorship of the Shanghai World Expo is very clear. These aspects are reflected.” Shi Boxi stated that the theme of the World Expo is “Better City, Better Life”, while Dow’s theme is “Every Day of Innovative Life”, which is consistent with each other.

“However, our sponsorship strategy sometimes requires us to go beyond our own business and contribute to society from a larger perspective. For example, Dow recently joined the Olympic Global Partnership Program (TOP) and became the official global partner of the Olympics. “The reason for sponsoring the Olympic Games is that the company’s long-term commitment to global sustainable development, innovation, scientific achievements, and responding to global challenges is in line with the vision of peace and humankind's harmonious coexistence pursued by the Olympic Movement.”