There is a completely specific blueprint, brought via the U.S. TV networks extra than 1 / 4 century in the past, that is followed in each round of the Olympics. Winter Games, Summer Games. It doesn’t depend. The equal “Magic Beans” are used time and again. So what’s the name of the game? Do they awareness on the glamor sports activities? No. Do they promote the large in shape ups? No. Do they hype the spectacle of the Olympics. No.
They do something some distance extra crucial: set up an emotional connection between the target market and the athletes by using broadcasting, in advance of the video games, touching profiles of the athletes, highlighting their struggles, fears, dreams. When the Games arrive, the unknown athletes are living, respiratory people the target audience cares about — which changed into the purpose all along. Make visitors watch by using making them care approximately the athletes.
Note there is no difficult sell, that is generally what you spot in small commercial enterprise marketing. Instead, the goal is to set up an emotional connection. This is not easy or easy. It does now not manifest in a single day. And it simplest works if you dare to be… Human.
Stop being a stiff, company commercial enterprise “bot” — and start being your self. People tell me that my internet site is “similar to me”. I take that as a wonderful compliment as it method I became capable to connect with a entire stranger. It also manner that my net pages are unlike any other. I very own them. They are me.
It makes a difference that goes instantly to my bottom line. For example, we captured the interest of a extensive advertiser because the enterprise owner appreciated that our “Meet the staff web page” covered a photo of our dog and some text that mentioned he turned into our “Directory of Security.” He thought that become creative and amusing — which become exactly what he desired for his marketing campaign. Most vital, he had connected with us as humans. We were now not simply one greater advertising agency.
You will continually do better if you recollect this easy rule of advertising and marketing, that is at the coronary heart of the Olympics advertising strategy: humans connect with humans, they do not hook up with matters — no longer even a element as big because the Olympics.