For the last four days, the Olympics have captivated the nation as American and global athletes perform at the highest level on the international stage. However, part of spectacle isn’t just marveling at how strong and composed the athletes are under pressure, but also how the games are broadcasted to viewers. Whether it’s watched on TV, viewed online, read in the paper, or streamed on your mobile device, for two weeks the Olympics are a part of the national conversation.
Watching the games may spark your creativity and you can use that in your advertising strategy. Here are four ways Olympic coverage can inspire your local marketing campaigns.
1) Keep them Coming Back
NBC has mastered this mantra. When there is a sport that allows them a natural break in the action, they show the first half, switch to another event that is live, and then switch back to show the finish of the previous event. They keep their audience wanting more. Take this same approach with your promotions. Find ways to string several promotions together over several weeks. The key is to not keep it a secret. Just like NBC teases the conclusion of certain events, you can tell your customers how the promotions relate to each other between campaigns.
2) Keep at It
Where would Michael Phelps or Katie Ledecky be without their dedication to swimming? They probably would not be Olympic and world champions. But, to reach the level where earning those medals looks easy, they have had to spend hours of time practicing and competing. Keep that in mind when a particular strategy doesn’t show the results you are hoping for. Find a way to tweek it to make it more appealing, which can be as simple as a new image or using different language. Each campaign gives you more information to make the next one more successful.
3) Take Chances
At every Olympics there are upset victories. An athlete or team may not be not favored to win, but end up surprising everyone and they find a way to beat a top contender. Your business may not be the biggest and your brand may not be the most well known, but you can find ways to make your message stand out. Perhaps it’s through social media or find a creative use for a video message. Find ways to excel at something that your competitors falter at.
4) Make Your Message Available
This year’s Olympic coverage is spread across six TV channels and also includes live internet streaming coverage of all the events. From archery to gymnastic-trampoline, if it’s happening in Rio, it’s available for you to watch online live. You marketing campaign needs to be everywhere too. You should absolutely invest in advertising opportunities that have proven to offer the best return, but also try other strategies and reach as many people as possible.
Your business strives to be the best, just like Olympic athletes. During the year you work hard to make sure your business is prepared and your employees are well trained to represent your brand. Building a marketing strategy that is consistent with your message and looks for the best possible value, is a great way for your business to be successful.
Nick Pizzolato is the Marketing Content Manager at Wicked Local Media Solutions. For questions, topics for future blogs, or to share your favorite moment from the film “Back to the Future,” email him at email@example.com. He is also an Olympics fanatic.