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Golden opportunity – but credibility is the key to Olympic links

Posted by: WAA

Date added: Mon 05 Sep 2011

As London 2012 gets ever closer, many companies are waking up to the realisation that this event will impact their business – and that they need to plan for it.

This reaction has been delayed for many reasons. Pressing economic concerns have led to a necessity for short-term thinking and only recently has the fuse really been lit on the build up. 

The classic reaction to this ticking clock can be easily mapped. Someone at the top of the organisation asks the question: “What are we doing to capitalise on London 2012*?” (*replace with World Cup, European Championships, etc as appropriate in different years), and then the marketing team scramble round to find an answer. 

And this is the stage many people are currently at. 

But the key word missing from this whole process is ‘credible’. We’ve all seen cringe worthy examples of bandwagon marketing and customers can be as turned off by these as they are engaged by truly meaningful links. 

The other thing worth bearing in mind is that the impact on a business may not always positive, but that doesn’t necessarily mean that doing nothing is the best solution. 

This is a discussion we have been having with clients for many months and we are currently in the midst of organising campaigns that range from full blown sponsorship deals of Olympic gold medal hopefuls right through to briefing hotel managers on maximising long-term opportunities from this short term boom. 

So the key questions are these: What permission do we have to talk about this subject? What content or thought do we have that is unique, interesting and engaging to our potential audience – and will our audience care? What territory can we own and how do we talk about it? 

This conversation may lead you to getting Dame Kelly Holmes to front a campaign, but it may well also show you that your voice will be lost in the noise and you would be better talking about a subject you can be louder and more confident on. 

So when you see ‘Going for Gold Haircuts’ or ‘Sprint to the Snack Bar’ and wonder what connection they have to the Olympics – the answer is probably none at all.

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