With both the Euro 2012 and the 2012 Summer Olympics in London taking place, this summer is going to be filled with a lot of event-related buzz. As an operator or affiliate, utilising the momentum and buzz that exists surrounding these events is a great way to expand the reach of your brand, and in turn your conversions and marketing ROI. In this blog series, we will cover possible approaches to leveraging the already present hype for large events to help your marketing campaigns and brand exposure.
Prepare for Success
The athletes you’ll be watching perform this summer don’t just show up to their event. They spend long periods of time training to ensure that they are at their absolute best when it comes time to perform. Your approach to marketing should have similar foresight. By beginning the planning and implementation of your marketing strategies in advance, you help increase your chances of success. By starting early, you can form a cohesive plan about what your goals and aims are in a way that is not possible when you just try to jump into the mix. Additionally, you will be able to see what works and what doesn’t far in advance, so by the time the events roll around you’ll be displaying your best, most efficient advertisements.
This is especially important if you decide to do search engine marketing, which you should. For SEM, specifically search engine optimisation, you stand to gain a lot of exposure by increasing your organic page ranking for event-related searches. However, a successful SEO campaign is not instantaneous. To get the best results, you need to plan which keywords you plan to target in advance and tailor your content accordingly. This way, when people search for that keyword around event time, you’re already at the forefront.
A beautiful part of major events like the Euro and the Olympics is that they bring people together. People love expressing their opinions and giving predictions. Engage with them! Using a social media platform, be sure to ask your audience their feelings about what has already happened or their prognosis regarding upcoming games or trials. Re-post responses in a way that helps connect people within your audience as well. If you can provide a location for people to enjoy social discussion, chances are they will be more likely to remember you when it comes time to play. Gamify your social strategy by listing the most accurate predictions from your audience and perhaps even offering periodic rewards to leading predictors. People watch these sporting events because they enjoy the competition, let them compete in their own way as well!
These are two of the many approaches to tying-in your brand with large-scale events. Be sure to stick around as we continue our series en route to the Euro 2012 and 2012 Summer Olympics. Do you have any experience promoting in tandem with major events? Any topics you’d like to hear covered in this series? Please comment below, we always love to hear from you.