2012: beyond the main event.(market strategy)

Between the Olympics, Euro 2012 and the Diamond Jubilee, this is a year of major celebrations. However, many brands might be wise to look past the big events for opportunities.

The UK will host two of its biggest events in decades over the coming months: the Queen's Diamond Jubilee and the Olympics. The marketing industry has come a long way since the latter was last staged in Britain, in 1948, against a backdrop of austerity caused by World War II.

This year's Games will be the first 'social-media Olympics' and a flurry of online activity will mark the celebrations. Will the Games be anything more than 17 days of distraction for a nation emerging from a recession, however?

Marketers still asking 'what should we do about the Olympics' might ponder whether it is too late for non-sponsors to make their mark. At this stage, they may consider focusing activity on opportunities and festivals outside the Olympics marketing gold rush instead.

Many sports industry leaders privately report that some brands have fallen into 'analysis paralysis' as the Olympics approach; they are so worried about appearing to make a mistake that they are afraid to try something different.

Sponsorship specialists note that many brands remain unsure of how they can capitalise on the Olympics. Tim Crow, chief executive of sponsorship …