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How Can We Swipe 2 Master Secrets From the Winning Olympic Bid to Use in Our Advertising Promotions?

By Nick James

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Published: 17May2008
Word count: 865
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How many goose bumps did you get when the Olympic bid announcement was read out, citing London as the victorious city for hosting the 2012 Olympics?

Let me tell you that I was shaking with emotion when the result was read out. It was such an exhilarating feeling.

Though, after the celebrations drew to a close, I decided to take took a closer look at the winning bid. "Why was it so successful?" I asked myself.

After collecting and putting all the pieces of the bid together, I'm convinced that there were two strategies used that any one of us can borrow and apply to effective use in getting our advertising messages to be super responsive.

The first 'Master Secret' was the use of a 'CELEBRITY' to spearhead the campaign.

It's true that the Olympic bid was somewhat spluttering mid way through its campaign and something was needed, something drastic was needed in order to lift the flagging feeling of the bid.

Enter -(Lord) Sebastian Coe.

You may or may not remember the 800, 1500 meters and the one-mile battles that happened between Coe, Cram and Ovett in the early 80's. Now, THAT was compelling viewing!

With that pedigree and history behind him, introducing Coe as the main ambassador of the bid, was a touch of genius. It gave credibility and a unique tie in to what the games were all about.

With hindsight or not, it's fair to say that the London bid wouldn't have had the same sparkling result if it were left to the politicians and other 'dignitaries' to lead the challenge.

Reason?

They're not OLYMPIC GOLD MEDALLIST CHAMPIONS! And... most are not 'favourites' with the general public.

So, how can you and I use the idea of a CELEBRITY to boost our response in the market place?

Well, all we need do is find a 'Coe Comparative' in whatever field we're doing business in.

Say we're a local butchers and we want to promote our new range of quality meats that have a certain zing and flavour to them. Something that just isn't available anywhere else in the local area.

How about getting the editor of the local paper to be in the promotions saying something like, " Geoff Swan of The Local Gazzette Swears He'd Never Buy Meat From Anywhere Else Than Blah Blah Butchers... The Meat's Just Too Tasty, Just Too Succulent and Just Great Value!"

When everyone else's shouting 'we've got cut priced sausages', you're wading in there with a 'glamour' promotion that the likes of which many customers would never have seen before.

And that means... interest and... custom, plenty of it!

That tie in with a celebrity alone will draw in the customers. But, couple that with great offers, warm and friendly service and a continual communication, it's possible you'd dominate the local area in pretty quick time.

Or, say you're a local solicitor trying to get new clients, why not do a promotion that says something like, " Nancy Kwan of The Chinese Gourmet Cook in Henderson Road Had Her Legal Problems Solved in Double Quick Time By Joe Blow Solicitors."

Again, it's quite unlike anything the regular 'punter' would've seen. And that 'uniqueness' in the marketplace is what all businesses, practices, services, etc, strive for.

See, the publicity by having a 'CELEBRITY' attached to your promotions, is like having an endorsement from someone in the local 'public eye'. Someone the locals trust. A Seb Coe if you will.

Okay, the second BIG SECRET that the London bid pulled out of the hat was... presenting thirty children from a local East End School to be part of the bid! It drew the emotional strings like nothing else would have.

More than that, the children were a 'promise of the future'.

Meaning, the Olympic Games will give these children the opportunity to have their minds and hearts filled with the passion and inspiration and spirit to be someone great. To achieve the highest honour in sport - THE OLYMPIC GOLD MEDAL.

Having that promise 'come to life' in the form of those children, was again, a master stroke.

So, how can you incorporate a 'promise of the future' for your promotions and advertising?

Alright, let's say that you've a auto repair shop dealing in cars that are 10 - 15 years old, and your expertise is to 'bring back to life, good as new'.

Now, the way to bring the 'promise of the future' in the marketing and promotion for this auto repair shop, is by way of a testimonial picture showing a BEFORE AND AFTER PICTURE.

Of course, the AFTER picture is the 'promise of the future'. It's what all customers would want their car to look like. It's what they want their 'old banger', to aspire towards.

Showing a customer the powerful future plusses in what a product or service will give them, is a proven and tested way of ensuring the sale.

In what ways can you use these powerful 'OLYMPIC STRATEGIES' to your benefit and gain?

If you spend a little time applying what you learn in these emails, you'll see such an advantage in your business that it isn't funny.

Go get 'em tiger!

Nick James is a UK based direct marketer and product developer. During the last 5 years Nick has sold in excess of �1.6 Million Pounds worth of products and sevices online. Subscribe to his Free Tip Of The Week email at: http://www.Nick-James.com

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