The long-awaited 2012 Olympics are around the corner, and the more the event is nearing, the more preparations it calls for. The Olympics event has both positive as well as negative impacts on the host country London. In the first place, it presents a better opportunity for the country to market its products. The event will involve many people from around the world, and it means that the people attending the event will be from different backgrounds. This means that they will have an opportunity of marketing their products to many people from different backgrounds hence gaining popularity and a good image. In addition, the event presents a business opportunity to many of the people in London, in order to utilize the opportunities presented well, there is a lot of preparation needed. (Nickelodeon & Marriot, 2008).
As the preparations for the big event continue, the more the expectations of the event continue to rise, and the more challenges come on the way. Since the Olympics event is a worldwide event, the more it calls for high levels of preparation in order to make the event a success. The high expectations cause more challenges to the marketers of the event; this is because of the expectations to come up with marketing strategies that will meet efficiently and effectively the expectations of many people. (Tuinstra, 2008).
The other major challenge is associated with the building of the Olympics brand name in London. In efforts to build the brand name of the 2012 Olympics, a logo has been set up; the logo is different from other traditional logos. The logo is developed in a manner that is more of the cartoonist. Such a style of the logo plays a major role in attracting the targeted market since it is highly focused on young people. The logo is aimed at keeping the way young people use media, online materials and social networks. The logo is intended to capture the attention of the young people through the communication channels that young people use since they are the major target of the Olympics. The logo builds the brand name of the Olympic event and is one of the marketing communication strategies of the Olympic activities. (Nickelodeon & Marriot, 2008).
Cultural differences present one of the major challenges to the marketing of the 2012 Olympics event; this is because it is an international event hence involving many people from different backgrounds. It is a challenge to come up with marketing strategies that will enable the team organizing the 2012 Olympics to inspire the targeted young people and the global community, in general, to participate in the activities. Coming up with strategies that meet the global community with different cultural backgrounds is not a simple thing hence presenting one of the major challenges to the marketers of the event. (Tuinstra, 2008).
Effective marketing of the Olympic Games call for the implementation of effective marketing communication strategies; this is because this is the only way the objective of the 2012 Olympics of capturing the young people’s attention will be achieved. Marketing communication strategies refers to the various methods used to communicate information to the public. They reach large numbers of target customers in society; through the adoption of marketing strategies, it will be possible to meet large numbers of targeted young people globally. (Cosgrove, 2006).
Marketing communications is one of the tools of marketing fundamentals under the marketing mix. The marketing mix has four components represented by 4Ps, the P’s stand for product, price, promotion and placement. Marketing communications falls under one of the P’s promotions. Marketing communications refers to the user messages as well as related media through appropriate strategies to enhance communication of certain concepts, products or events to the targeted customers. Communication is a tool used to convince the targeted customers to purchase or accept a certain product or service in the market.
There are many marketing activities under marketing communications, for instance, branding, public relations, promotions, advertising, direct marketing, online marketing and sales campaigns, among others used to communicate certain information in the market concerning products or services. Marketing communications focuses on the creation of awareness, promotion, product or service positioning and generation of demand for the product or service.
Marketing communications is very important in the business world since it enables business organizations to achieve long term as well as short-term objectives and goals. This is because, in most cases, the objectives of many business firms is to build product image and brand name, increase sales which in most cases translates into an increase in profits. Marketing communications enables business firms to achieve these objectives since it provides strategies that help in creating awareness and promoting the products hence translating to increased sales and profits. (Smith & Taylor, 2004).
Awareness of products or services is achieved through marketing communication activities when the target groups become aware of the interest created; hence positive response is expected from the targeted customer. This is the same in the case of the Olympics because of the targeted group of people becomes aware of the event, there is a high possibility of a positive change of behaviour towards the event. Because of this, many will make decisions about participating in the event. (Schultz et al., 1996).
The 2012 Olympics targets mostly young people since they are the ones who participate in large numbers in the Olympics. The objective of the Olympics is to “capture the imagination of young people around the world.” The objective targets young people from around the world; this means that effective communications strategies should be in place in order to ensure effectiveness in meeting objectives. (Belch et al., 1995).
In order to ensure that objective of the Olympics is met, preparation of marketing communication activities have continued to take place. For instance, the launching of the chartered institute of marketing new agenda will take place on 25 September. The launching of the chartered institute will mean that the marketing of the Olympics event by the institution will take roots officially. This is a communication strategy used to increase awareness of the Olympics activities in London and in the rest of the world. (Cosgrove, 2006).
This is because it will use marketing communications to inform the general society on the Olympics; through the institutions campaigns of the Olympics, awareness of the event will increase. The more people gain awareness, the more they gain interest in the product or service they are being informed of. The chartered institution marketing activities will increase the awareness of the 2012 Olympic event; hence this, in turn, is likely to increase the interest of many people, both young and old, to witness the event.
Marketing communications can work effectively to market the 2012 Olympics; this is because strategies used in marketing communications persuade target groups of customers to use or purchase certain products or services in the market. In this case, these strategies can be used to persuade the target young people group to participate in these activities. This can be done by the use of communication strategies that best suit the young people, for instance, the online services, organization of advertising campaigns, among others.
With the advancement in technology, most of the people in society and especially young people, have access to online services. The adverts concerning the Olympics calls for strategic placement on the internet since many of the young people will have access to the messages as they browse other things. This will help much in meeting the objective of the Olympics of capturing the imagination of the young. In addition, the advertising campaigns can highly increase awareness and desire of participating in the Olympic activities. This is through the involvement of young people in these campaigns whereby the organization of sports activities in aid of promoting the Olympics. Implementation of communication strategies can help the 2012 Olympics achieve its objectives if at all high levels of effectiveness are maintained. (Schultz et al., 1996).
Advantages associated with the use of marketing communication strategies in 2012 Olympics marketing include the following; achievement of increased awareness of the event among the target group as well as an increase in the desire to participate in the activities. In addition, it will enable a change of perception towards the Olympics; this will be especially to those people who have negative attitudes towards the activities. On the other hand, there are disadvantages associated with the use of marketing communications in marketing such a big event. The cost of most of the marketing communications strategies is usually very high. Implementing effective communication strategies to cover such a wide market geographically is very costly. (Smith, 1999).
In conclusion, marketing communication strategies are essential in the achievement of targeted objectives. In the marketing of the Olympics, the use of marketing communications will help in the achievement of the targeted objectives effectively and overcome the challenges associated with the event.
References
Belch, George E., and Belch, Michael A. (1995). Introduction to Advertising and Promotion: An Integrated Marketing Communications Perspecti, Boston: Irwin.
Cosgrove B. (2006), Irving Rein on “Challenges of Sports Marketing” Northwestern University Newsfeed. Web.
Nickelodeon & Marriot, (2008) Brand strategy, Exclusive Blog Article: The 2012 Olympic Branding. Web.
Schultz E.D, Tannenbaum S. I, Lauterborn R. F, (1996) The New marketing paradigm, Integrated Marketing Communications, McGraw-Hill Professional Publishers, pp. 38.
Smith P., Berry C., Pulford A. (1999) Strategic marketing communications, Kogan Page Publishers, pp. 79.
Smith R.S & Taylor J. (2004), Marketing Communications: An integrated Approach, Kogan Page Publishers, pp. 31-32.
Tuinstra F. (2008), The Olympics games: operation succeeded, patient passed away, China Herald. Web.