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Harness olympics for staff and customer motivation.(Letter of the month)(Letter to the Editor)
With the London Olympic Games in 2012 expected to attract more than 2.5bn [pounds sterling] in sponsorship investment, the official sponsors' marketing spend in the host nation is likely to be even greater than in any other territory.
Top sponsors who view the UK as a major existing market, or as an important new business sector, will see the games as offering a massive opportunity for exploiting their brands and sponsorship rights. Sponsors of the host Olympic team--Team GB--will enjoy the benefits of the nation's long and exciting build-up to the event.
As well as targeting Olympics-themed promotions at consumers, though, there is another area in which 2012 sponsors will be able to boost the return on their investment--motivation programmes for employees and trade customers.
The involvement of a sponsor's employees in an event such as the Olympics doesn't always get the attention it deserves.
Many sponsors of the Olympics are in service industries and their value is in their people. So, while it ...
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