With the Vancouver 2010 Winter Olympic Games and 2010 FIFA World Cup in South Africa just around the corner, there’s no better time to look at how to capitalize on a major event for your small business website. Events that give you the chance to access the entire world from on your doorstep don’t happen every day. Here are 5 tips to leverage that momentum.
Be Creatively Audacious
Take a hint from Lululemon Atheletica, whose clothing line for a “Cool Sporting Event That Takes Place Between 2009 & 2011” has stolen thunder from actual Vancouver Olympic clothing sponsor HBC. The language behind their marketing manages to dance just within trademark laws, while capitalizing on the Olympic craze AND simultaneously thumbing their nose at the organizers. The resulting uproar has led the clothing line to selling out multiple times before the Games even begin.
Another example is from the animal rights group PETA, who last week launched a spoof of the Olympic trading pin. Their “OlympicShame” pin draws attention to the killing of baby seals, with a shockingly graphic take on the Olympic logo.
Take a chance and go for broke, even if you have to ruffle a few feathers.
As always in marketing your business, know who your audience is. Don’t be intimidated with the thought that “everyone” is coming to town. For example, the Olympic Games attract hundreds of international world-caliber athletes, thousands of worldwide media, tens of thousands of tourists, and billions of TV viewers. This does not include the millions of blog readers who will be searching for Olympic content daily. Your customer base likely doesn’t change – it is only amplified.
Don’t get overwhelmed – stay focused on the demographic that makes sales.
It’s not enough to be open for business during a major event: you have to pursue your customers like prey. Your competitors are trying to distinguish themselves and if your business is outside a high-traffic area, you may be in for a slow period. Give your customers a reason to find you – for example, a promotional offer your customers can’t ignore. Be proactive and build buzz before the event begins: start talking to your audience ahead of time through social media channels (e.g. Facebook, Twitter, blogs).
A great idea in a crowd is not enough: keep on the attack to build momentum.
Be In Position
Be ready for any opportunity that comes your way. For example, have a persuasive call to action on your home page, as well as your communications materials. You never know who is reading your site. On the same notion, spotting and leveraging celebrities is a huge yet informal way to boost your business. For example, many Vancouver restaurants and stores offer free products or special shopping hours to attract film stars. In exchange all they ask for is a photo for their wall – an easy, informal and affordable exchange that provides an invaluable amount of promotional value. There’s no reason you can’t do the same with your business.
Stay alert for low hanging fruit.
NIKE said it best in the 1996 Summer Olympics in Atlanta with the catchphrase: “You don’t win silver, you lose gold.” At the time, the company was not an Olympic sponsor: this controversial yet extremely successful play was an example of ambush marketing. It was panned by the IOC, but following the Games, many thought NIKE was an official sponsor. In 2005 the IOC decided it couldn’t beat them and NIKE became a sponsor.
Find the people in your industry who are the most successful and learn from them leading up to your event. Ask the question: how can you apply their strategy to your own marketing efforts?
There’s no need to re-invent the wheel, and no shame in learning from the best.
Good luck and we wish your business every success in your pursuit of gold this year!