If you live in the UK (and probably any country in the world actually), you no doubt can’t hide away from people and the media talking about the Olympics which commence today right here in the UK! The London 2012 games is set to run until 12th August with more than 10,000 athletes expected to take part.
There has been a tremendous preparation for the London 2012 Olympics with investment running into several £billions! It is being promised that the opening ceremony (directed by Danny Boyle) will totally blow us away.
So . . let the games commence!
But back to the topic of this post. . . Looking at the Olympics and everything that goes with it, we can learn something about our marketing campaigns.
1. Preparation – Following the successful bid to host the games the first meeting was held in 3 October 2005!!! – The thing to take away from this is preparation is everything to a successful marketing campaign. In Internet marketing, this all starts with research. You should research the niche in general, the competition, the target market and the keywords to be fully aware of how to structure your marketing campaign to best serve your niche.
2. Structure – Building the venue and infrastructure for the games was by far the biggest cost running into several billions. Without the right structure your building can fall down or at best require constant repair and upgrading. The same could be said for your website and marketing campaign. After your research you should know the clear structure the site should take and the correct categories required that will contain the information, products and services to best serve your visitors. The structure of the site affects the whole marketing campaign and can make or break your marketing efforts. Set up a marketing campaign to a poorly designed site and expect . . well poor or at best mediocre results.
3. Media Coverage – All channels of media, be it television, radio, print or online, are all talking about the Olympics. The job of the media is to get the message to the people so they are aware of whatever the story is about or whatever is currently happening that they are reporting on. Once you have your website created using the correct structure, you will have fantastic content, products and services but what use is that if nobody ever sees it? . . You need to get eyeballs to your site so people become aware of your great offering and informative content. This is where your marketing campaign comes into play. Just like the media have different channels of communication, so too do you have different channels of driving people (traffic) to your site. The main ones are:
- SEO to ensure you show up in the search results for relevant keywords
- Social Media to reach out to people across the social platforms and communicate with your customers
- Videos to drive traffic from YouTube and video sharing sites
- Paid advertising such as Google AdWords PPC as a way of paying for traffic
4. Ticket Sales & Merchandise – There are an estimated 8 million tickets for the London 2012 Olympics and millions of pounds worth of related merchandise expected to be sold. This is because the message was put out there by the media, the event is great meaning people would talk to other people and word and “buzz” about the event spread fast. People were then converted into customers as they were sold the attraction so wanted to pay for a ticket to watch events live. Once you get the message out there about your site, people will start to visit your site and when they like what they find they will tell their friends (social media – shares, likes, tweets etc) and if your site is set up correctly then some of the people visiting your site will turn into customers or leads and you make money.
5. The Athletes – The athletes have all been training hard for countless years spending hours and hours mastering their craft so as to be the best in their field. Cue cheese: The team at UPSearch are no different! We have spent hours and hours becoming experts at online marketing and planning and implementing effective Internet marketing campaigns for our clients.
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