Advertising, Sales and Promotion: London 2012 Olympics - Term Paper Example

London Olympics London has been awarded the right to host the edition of Olympics and it is no mean feat. Every British citizen must feel proud of this achievement. In its quest for winning the right to host it in the first place, it defeated a number of significant cities which also included Paris – considered hot favorite for it. Since London has been the recipient of the Olympic committee’s decision, hence it is of paramount significance to understand on the part of the Olympic committee of UK to stand up and be noticed. It needs to get its act right so as to send positive vibes across the whole world. The marketing communications plan for the London 2012 Olympics is one that has to entail nearly every possible marketing and media vehicle, use up each bit of rating point, grab as much market share and chalk out huge media spend levels. Doing so would not only require clear hindsight but also fore vision and tact. Apart from this, a lot of amalgamated efforts have to be put in practice before the dream is realized. All said and done, the marketing communications plan has to comprise of just about every possible aspect of marketing and media usage available in the United Kingdom. There are scores of benefits that are available for the related businesses in the city as well as the whole nation for that matter. The need of the hour is to pinpoint as to how the small businesses can positively contribute towards the London 2012 Olympics and how they can in return be benefited from the very same. It has to be a mutual contact, one that looks after the rights of each party as well as shares the profits thus earned. The small businesses need to be assured that their message will be relayed back and forth during the duration of the Olympics and their schemes, offers and other plans would be met to dot. [Budd, 2004] However doing so could be a big hassle for the Olympics committee (of London). But then it is very important to take these small businesses along and ensure that they work in unison. A lot of forward planning has to make way for what has to happen ultimately. Six years down the road, the vision has to become reality and for that our actions have to speak louder than mere words. We have to stand up and be counted. The Olympics organization needs to understand that the agency will do its best to ensure that all marketing related activities echo with the overall ‘feel’ of the whole extravaganza as well as guarantee that we would live up the challenge, in fact do more than the expectations that they have with us. We are not doing all this because we have your account with our agency but the fact that London is hosting the 2012 edition of Olympics and we are chosen as the agency to bring forward the marketing communications plan holds a lot of importance and meaning for all of us at the agency. The small businesses can contribute in a much better and sound manner if they are properly categorized as A, B and C. This means that their particular cadres would go a long way in determining as to how much each of these would have to contribute in terms of their budgets and how much the benefits and revenue would be earned for them by the whole marketing communications plan. [Kelman, 2003] This, as stated before is a mutual collaboration and whatever happens is for the good of all the parties concerned. The third party vendor services are one option that can be looked into with regards to the small businesses. This could include electric supply facilities, hardware resources, cable fault and relay activities, usage of computers and information technology infrastructure and so on and so forth. On the very lowest level, these small businesses can contribute for localized security, word of mouth campaigns (which will go in line with the marketing communications plan already set in place), walks and growing of trees campaigns, positive and silent demonstrations from different NGOs to get noticed all this while and so on and so forth. The small business setups within the London markets would also get a boost due to the 2012 Olympics. They would think of expanding their respective business as their message and brand recognition would go on a worldwide level. Also the marketers would realize that there is a lot of mileages for their business entities as the Olympics’ different events are repeated on a regular basis, hence meaning for more revenues and profits at the end of the day. Overall, the different businesses would start investing in more and more thus contributing to the UK government and the Olympics organization as a result. It is for the betterment of all and sundry that the event is organized in a successful manner and if all the concerned parties are happy with the outcome, then this would mean for a successful stint on the part of Olympics organization and the country in general. Adding to the same discussion, investment options need to be made flexible in the wake of small businesses pouring into the capital of the Olympics organization. This would mean that the investments would come in left, right and center but on the whole there will be a business atmosphere where each one of the players would look to a collective effort, one that aims to benefit the nation, the Olympics extravaganza and in the end, their respective business entities. [Olympic Games, 2006] After all has been said and done, the marketing communications plan will take into consideration as to which party or player has been left out of the equation and after the same have been observed, the need of the hour is to find out what can be done to bring this unexplored business prospect to the doors of the Olympics organization and thus contribute in a positive fashion, one that has a mutual and symbiotic benefit. We believe that we have what it takes to produce the best marketing communications plan as we have clearly outlined the objectives of the Olympics organization and thus all the deliverables like flyers, posters and leaflets (to name a few) can be handled quite effectively by our agency. Press Release The press release regarding the marketing communications plan has to look at pinpointing the relevant stakeholders and thus releasing press releases, printing of brochures and leaflets, propagation of information through media channels as well as word of mouth which is so very imperative in a public relations campaign, press releases of which are an essential part. The press release would entail all the relevant activities that the Olympics organization intends doing as well as giving out a financial budget and the expenses thus incurred over the duration of six years so as to come out clean in case of any legal suits, fiscal related problems and so on and so forth. Also it would list the co-operation that there would be between the UK government and the Olympics organization. It has to see whether these activities and interaction are in line with the charter as provided by the Olympics organization to the agency. The stakeholders are also dependent on these press releases as they would have a fair idea as to what really is taking place on the ground and in the offices. They would be apprised of their due role in the events to come as well as appreciated for the trust that they have bestowed upon the Olympics organization. It has to be kept in mind that the agency has to evolve the PR campaign in line with the marketing communications plan and thus it is quintessential to discern whether or not the two are complimenting each other. If there is gap that can be plugged in due course of time, the same should be employed as soon as possible. Press releases are most effective when they are backed up by solid evidence in the media and through word of mouth approach. An advertisement might not do the same trick as a press release would, as at the end of the day, an ad speaks only the good things and forgets stating the minuses. [Woods, 2005] A press release would do the very opposite and state what is clean and clear without any prejudice on the part of any party, player or the Olympics organization and thus during the duration of this activity, do its truest bit in coming out clean and speaking a frank language with the audiences, stakeholders and all concerned. Lastly, the press release would aim to encourage the small businesses of their participation in the Olympics 2012 event as the same would not bear fruit for the latter but also bring prosperity and revenues for these small enterprises, businesses and concerns. The small businesses need to be detailed about the inner workings of the Olympics organization and as to what ratios are possible in the revenue sector for their respective organizations and enterprises. However the real winners at the end of the whole event would be the people of United Kingdom and the country itself. Sources BUDD, Adrian (2004) Sport and International Relations: An Emerging Relationship Routledge KELMAN, PAUL B (2003) Olympic Dreams: The Impact of Mega-Events on Local Politics Journal of the American Planning Association Vol. 69 Author Unavailable (2006) Olympic Games The United Kingdom Parliament Found at: http://www.publications.parliament.uk/pa/cm200506/cmhansrd/cm060130/text/60130w14.htm 30 Jan WOODS, Mark (2005) Nations to Unite on Court for Olympics Found at: http://sport.scotsman.com/topics.cfm?tid=856&id=2270292005 20 Nov Word Count: 1,547 Read More