On a + note

Marketing…Olympic style. #29: 2012

Posted in on a + note by flickfancy on August 27, 2012

The Olympics…winter and summer are the gold standard when it comes to great, innovative commercials. For example during the 2012 Olympics do you remember?

►For Rona, the synchronized needle nosed pliers or the relay racer delivering a screwdriver just to be asked “Got a hammer?” 

►The Blue Jays baseball team taking on the Canadian Table Tennis Team and being amazed at how quick the birdie was! It was hilarious.

►The heart warming P&G commercials thanking the parents of our athletes or the Petro Canada commercials, “supporting the parents who support our athletes”. I cried every time I saw those commercials!

Why were the Olympic commercials so memorable? Because they….

● made us laugh or cry…like the mom in her daughters gymnastic uniform, or the dad on the diving board
● made us feel proud of our county… I cried every time I heard the Bay commercial that said “ it’s not the colour you go home with, it’s the colour your came with that counts”
● told a story that we identify with…the dad driving his son to practice in the wee hours of the morning and then falling asleep in the bleachers…we all get that

Several folks have asked me, why should we in Libraryland care about the Olympic commercials?  I think a better question is, what will we change about our next library marketing effort? How about…

● using appropriate humour to tell the library story. People will remember the library if they laugh
● wrapping the “library as place”, in civic pride is a smart marketing angle. It often gets folks saying Yes, who normally say No
● being relevant and living in the moment. How many public libraries invited their local Olympians to the library to meet the community?  Those who did had a huge community response and made a whole lot of new friends

The Olympics both winter and summer are great marketing laboratories that we in Libraryland can learn much from. We just need to be open to new ideas and have the courage of our convictions and try something different.

I can hardly wait for 2016 in Rio!

Kitty Pope                                                                                          #29 August 2012 kpope@library.guelph.on.ca


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