Be an Olympian of Marketing Your Brand
Tips on how to legally market during the Olympic Games.
It’s time to be a champion for your small business. While you are watching the U.S. take gold during the Olympic Games in Rio, remember you can get in on the fun, legally. Most small businesses can’t even dream of sponsoring the Olympics; advertising using anything officially licensed costs a small fortune, but that doesn’t mean you can’t get in the spirit of the games.
The Olympics is one of the great times in our country where most people are actively engaged in one event. Almost everyone is aware, in some way, of what is happening. They may not all huddle around their televisions anymore, but the coverage of the Olympics is coming to them live via smartphones, pads, and other devices.
Here are a few ideas to get you started:
- If you have ties to a local athlete in the games, follow their progress and celebrate success on social media. You can share posts from licensed sources on your site, just share them “as-is” without adding your logo, etc.
- Offer a small discount for every gold medal the U.S. takes home. Consider putting a medal count on your social media platforms and maybe in your actual store.
- Have a favorite athlete? Tie a few small discounts in with their wins.
- Show off your athletic abilities (or your staff) in short videos. Quick races, fun obstacle courses, etc.
- Maybe focus on Brazilian flair with a Carnival atmosphere or a sampling of Brazilian food.
Now it’s important to remember that the Olympics are trademarked so you want to avoid all logo use in your posts. It may be a good idea to use language like “Celebrate the Wins” or “The U.S. is Number One” versus blatant use of words like “Olympics,” and “Going for the Gold.” You may have to get a bit creative with the language but there are plenty of workarounds.
The important thing to note is that this is a huge event, everyone will be talking about it; your audience is already engaged. Small business owners need to look for everyday branding opportunities, this one only comes along once every 2 years.
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