Olympics Buzz Can Still Get You Biz

Soon the 29th modern Olympiad will be over, but that doesn't mean businesses can't continue to go for the gold. Without fail, the Olympic games are accompanied by large corporations pumping millions of dollars into promoting their brands, products and sponsored athletes. Savvy smaller businesses will ride this wave of interest and excitement the same way U.S. swimmer Jason Lezak rode the wake of his French competitor Alain Bernard.

"Given that the Olympics has such mass appeal, it only makes sense for any marketer to ride the wave of the Olympics buzz under the rules and guidelines of what they can do," says Howard Goldberg, SVP, Scarborough Sports Marketing. "Even if they are not official sponsors, there are a lot of creative ways to tie your brand into the interest level of consumers who are following the Olympics."

This year seems to have even more Olympics fervor than in previous years. Nielsen Online reported that NBC's Olympics Web site experienced a 641% increase in traffic in the first two days compared to the 2004 Olympics. Scarborough Sports Marketing estimated that 128 Million Americans tuned in to watch the Olympic Opening Ceremony on 8.08.08.

So what can a small business do to find their own gold?

Embrace the Spirit and Trends of the Games

If you haven't planned ahead, pulling together events and/or promotions can be tough. But that doesn't mean there still isn't an opportunity. "The benefit of the summer Olympics is the sports are closer to the vest to the American consumers for their lifestyle activities than the Winter Olympics," says Goldberg. "Whether hosting a mini basketball contest, a half marathon, family relay bicycle race in your community, or creating a new sandwich offering, there are a variety of unique ideas that companies can come up with."