Whether you are for or against the Olympics, it’s happening right now, all around us. Some of the most powerful and intelligent brand people in the world are working their spells on the residents of, and visitors to, Vancouver.
As a marketer, it’s a chance to see how the big boys of branding roll, and there are a few lessons we can all learn, regardless of the size of your operation, or the magnitude of your marketing budget.
It’s all the unexpected stuff that really makes your brand presence known. Think about the street-level tactics that jump up and say “look at me” and reinforce what your customers have been, perhaps, seeing on billboards or in print ads.
Consider merchant activation programs that bring the brand right down to the cash register. Spend on PR activities. Arrange art sponsorships. Get logo-clothing on the backs of supporters and staffers. Put logos on cups, tents, sidewalks and pretty much everywhere else you can imagine.
You’ve got to give the brand boys credit: who at this point doesn't know that Visa, Samsung, General Motors, Royal Bank, Hudson’s Bay Company and CTV are major sponsors?
You can’t toss a couple of print ads in the paper and a sign in your window and two weeks later wonder why your investment hasn’t paid off. You’ve got to keep at it, and as soon as you are starting to get sick of seeing the same creative for your brand everywhere, you need to realize that your target audience is only then starting to notice you.
The days when you could spend X dollars and see the results the next day are largely over; except perhaps for discounted sales offers or “one week only” specials. Branding efforts will show up over the long term on your balance sheet as a crucial factor influencing the line on the graph to move in an upward direction.
Think in terms of years, or, at the very least, of quarters.
General Motors Olympic-branded cars are everywhere in downtown YVR right now. HBC ads all feature the clothes they want you to buy. McDonalds has Olympic athletes in TV commercials playing with their food. VISA stickers are on every retail storefront and cash register in town.
There was a day, not too long ago, when clever and kooky creative that made advertising awards show judges giggle was the gold standard. Now, with so many things vying for our attention, the messages that are the most straightforward and clear are the ones that will get noticed. Don’t ask your audience to work too hard to get the message.
These next couple of weeks in Vancouver will be a golden opportunity to see how the world’s most sophisticated brands take advantage of a major sponsorship opportunity. Even if you’re not enjoying the Games themselves, be sure to spend some time watching how the Olympians of the marketing world make their mark.
