Did the summer meet expectations from a marketing perspective? The Marketing Society Forum

marketingmagazine.co.uk, Wednesday, 05 September 2012 12:00AM

The Olympics, Paralympics, Queen's Diamond Jubilee and Euro 2012 have provided brands with an unprecedented range of marketing opportunities over the past three months.

Did the summer meet expectations from a marketing perspective? The Marketing Society Forum


Traditionally, the great British public, or Team GB as we now like to call them, are a sceptical bunch. When you're in the business of persuasion, that can be a challenge.

But this summer, the Jubilee celebrations and Olympic success have put a smile on the nation's face and softened our innate cynicism. Brands that tuned into this, such as British Airways with its 'Don't Fly' campaign, were able to have a different conversation with customers.

However, when brands opted for lazy bandwagoning around the events themselves, they were largely ignored.

This summer's best marketing was genuinely insightful about the public mood, rather than just trying to spoon-feed off it.



Brand Britain - I wouldn't have liked to have seen the brand health scores this time last year, as flames licked London. But look at us now.

Have you ever seen everyone so positive and patriotic? Britain's brand health is through the roof. An accumulation of rain-soaked and sun-bathed events has got us all smiling. There hasn't been a bad word said, which reflects incredibly well on the Olympic sponsors and all the brands linked with Britain this summer - I'm still loving my Ma'amite every morning.

It depends on how you measure success and whether it has led to a much-needed sales rise - and that's where most will be disappointed. Everyone has realised there is fun to be had without going shopping.



Many Olympic sponsors did a great job of covering London in the run-up to, and during, the Games.

However, I'd question whether it met expectations on three levels. First, I think the sense of national pride that started with the Diamond Jubilee took many by surprise - more brands could have used this to align themselves with the sense of 'Britishness' in the summer ahead.

Second, I'm not convinced that things would have felt quite so vibrant outside London. There is evidence of many brands staying out of the market altogether, even in the capital.

It has also been a temperamental time weather-wise, which will have had an impact.



The London 2012 Games was a triumph, with associated brands basking in the glory.

Following the success of the Diamond Jubilee, the Olympics consolidated a summer of national achievement and pride. For brands and sponsors, this kind of positive association is the stuff of dreams.

Brands benefited from excellent information online and on a range of smart apps. Fans embraced social for the first time, sending 28m tweets. Brilliant for Britain, brilliant for brands.

This article was first published on marketingmagazine.co.uk


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