On Your Marks, Get set GO!

 What a year we have had so far. It is an exciting time with the European Championships and the Diamond Jubilee behind us and of course, little more than 2 weeks to go until the start of the Olympcs. With all of these festivities going on. you might be considering joining in with the nation’s celebratory mood by incorporating an Olympic theme to your marketing campaigns, events and promotional merchandise.  If you are not an official sponsor, and let’s face it very few of us are there are some important issues to consider? 

You do not want to fall foul of the stringent legislation around using Olympic logos, imagery and even words. For example it has been reported expressions likely to be considered a breach of the rules would include obviously the use of the word Olympics itself, any two of the following list “Games, Two Thousand and Twelve, 2012, Twenty-Twelve” and using one of these words with London, medals, summer and gold is also likely to be breach.

 So in this climate how can businesses and the professional marketer benefit from an association with the biggest event of the year. We have come up with a handy guide to help you.

• Focus on the mood of the event using celebratory terminology rather than direct references to the event or the actual Olympics. Paint your brand as a central player in the nationwide party that will be taking place this summer. You could put your message on crowd merchandise or sports fan products such as vuvuzela horns, banger sticks or whistles and incorporate this mood into your events and exhibitions.
• Why not include a patriotic reference in your campaign this summer. There are no acts of parliament preventing you from flying the British flag or showing your support for the teams competing in the events of

  

  this summer. There is nothing to stop you creatively using these elements in your designs or marketing literature. So why not add a union flag to your cotton bags for that summer picnic. Perhaps add an Irish tricolour to your organic cotton t-shirts for that exhibition in Dublin. Tell the world you are supporting Team GB on your pens. We have a range of patriotic merchandise which will work equally well for the Jubilee, Euro 2012 or the Olympics.

• Focus on a specific sport for your event or marketing campaign rather than feeling you have to mention the actual Olympics or European Championships themselves. There are numerous football related products that work well as a giveaway for an event or high end gifts for corporate clients.

  

  Equally you could present gold, silver or bronze medals to your staff or clients at this year’s company function to mark out the special nature of 2012. Perhaps think about generic sports themed products that can tie in with the Olympic motto of ‘Faster, Higher, Stronger’ and add your company message to a Pedometer, some Energy Sweets or a Sports Water Bottle.

Don’t feel that you cannot be involved or benefit from the games just because of the stringent legislation surrounding it. As we have shown, with  a bit of shrewd thinking and creative wording it is possible to associate your company with the most exciting summer this country has seen for a generation. On a bid to help you navigate this mine field we have produced a handy product leaflet suggesting possible merchandise and design ideas that do not contravene the legislation.

 Let’s just hope the great British weather doesn’t dampen the mood. And if so there are always promotional umbrellas and ponchos.