Jane Toohey, Managing Director of Outsource2Us Marketing Agency, shares strategies for making the most of the upcoming Brisbane Olympics for your business.
The 2032 Brisbane Olympics provides countless opportunities for businesses in the local economy to take advantage of the opportunities this historic event will provide. We have less than 9 years to position our businesses for this! This may seem like a long period of time, however, positioning will be an ongoing process, and take consistent work. This involves creating a strategic approach to capitalise on the unique opportunities presented by the Olympics.
To effectively position your business before 2032, below are some tactics to consider:
Sponsorship and Partnership
If you are a larger organisation, you should consider becoming an official sponsor or partner of the Olympics. This provides exposure through branding, promotional materials, and event-related activities. It is also an opportunity to align your brand with the values of the Olympics and gain visibility among a global audience. This is not a cheap strategy to consider – but the exposure it provides will be substantial.
Event-Related Products and Services
Develop products or services that tie in with the Olympic theme. This could include limited-edition merchandise, themed menu items (for restaurants/cafes), or special event packages for hotels and travel companies. The possibilities really are endless.
CSR Initiatives
Highlight your corporate social responsibility efforts by engaging in community-oriented projects that coincide with the Olympic values. This can create a positive image for your company and showcase your commitment to social causes.
Sustainability Initiatives
Embrace sustainability by aligning your company with the Olympics’ commitment to environmental responsibility. To do this, implement eco-friendly practices and promote them to showcase your dedication to a greener future. You can also consider becoming an ‘EcoBiz’ (find out more here https://business.gov.au/expertise-and-advice/ecoBiz-Queensland). This is the minimum ‘standard’ that any business needs to achieve to be able to tender for any government Olympics-related work.
Content Marketing and Social Media
If relevant, align your social media with this event by creating engaging content related to the Olympics and Brisbane. This can include articles, videos, infographics, and social media posts that provide information, insights, and tips for visitors, athletes, and fans.
Innovative Technology Integration
Showcase your company’s innovative technologies that align with the event’s needs. For instance, this could involve offering advanced ticketing solutions, smart transportation options, or sustainable energy solutions.
Cultural Exchange and Diversity
You can also highlight your company’s commitment to diversity and cultural exchange, which are central themes of the Olympics. This could involve hosting cultural events, art exhibitions, or workshops that celebrate different cultures.
Athlete Endorsements
Partner with athletes who are participating in the Olympics as brand ambassadors. Their association with your company can create a strong emotional connection with consumers. This can also be a pricey tactic, but can be highly effective depending on your product or service.
Pop-Up Experiences
Take the opportunity to set up temporary retail or experiential spaces in strategic locations around Brisbane that offer Olympic-themed experiences, products, or services. This can attract both locals and tourists.
Collaborations and Partnerships
Collaborate with other businesses or local organisations to create joint initiatives that celebrate the Olympics. This could include co-hosting events, joint promotions, or co-branded products.
Employee Engagement
Finally, involve your employees in the excitement of the Olympics. You could organise internal events, contests, or team-building activities centred around the games.
Remember, the key is to align your company’s values, products, and services with the spirit of the Olympics. Authenticity is crucial; consumers can easily spot when a brand is simply trying to capitalise on an event without genuine alignment. If you need some direction for positioning and marketing your business in the lead up to the Olympics, contact Jane Toohey, Managing Director of Outsource2Us, a marketing agency based in Brisbane.
