Small Business Marketers Can Win Gold with Lessons from the Olympics
It seems like we just finished digesting the commercials and marketing around the Super Bowl but the Olympics is very different. The global audience of the opening ceremonies is huge compared that of the Super Bowl but the ads from the latter easily outperform the Olympics.
- The top three Super Bowl ads, combined, have generated 11,466,280 shares
- The top three Winter Olympics ads have generated 659,701 shares
Regardless of the events and marketing tactics you choose, here is some good advice related to the Olympics to help you be more effective.
- Consider Format and Duration
The Super Bowl is one night and the commercials are as anticipated as the game. But the Olympics are several weeks long and ads don’t generate the same kind of buzz. Plus, there is quite a bit of repetition, especially for viewers online. Repetition is to the Olympics what creativity is to the Super Bowl.
As a result, it is important to consider the unique qualities, requirements and expectations of events. When exhibiting, you could create a hashtag with your company name and the event. But be sure there is no way it can be misinterpreted (one of the most famous incidents was Susan Boyle’s album party: #susan album party—connect the words and see what I mean).
- Understand the Type of Ads that Work
Advertising for the Olympics is understated and not as wacky or edgy as the Super Bowl. There are a few approaches that resonate especially well with consumers. Derek D. Rucker noted: “Savvy brands realize the Olympics carry with them a particular zeitgeist that colors consumer sentiment. Ads that are inspirational and heartfelt, playing up the human spirit and achievement are more likely to be remembered, even if they are unlikely to generate water cooler chatter.”