Today, Friday 26 July, the Olympic Games officially begin in Paris, France, with an opening ceremony prepared along the legendary River Seine, whose quays have been converted into stands for spectators of this great event.
Olympics
Since my childhood in the eighties, I remember that the Olympics had always been a world event that many people, even entire families, followed closely. In Mexico, they have probably never achieved the popularity of the soccer World Cups, but there was an interest in watching certain competitions, especially those in which Mexican athletes participated.
For brands, it continues to be a highly relevant event that generates opportunities to be noticed in many different ways, but how profitable are they today? How big an audience do they still have in the Mexican market? Are marketing investments worthwhile for this event?
Mexico and the Olympic Games
A few days ago, the research agency Kantar presented the stu shopify seo optimization dy Rumbo a la gloria: los mexicanos y los Juegos Olímpicos Paris 2024 . The study reveals valuable information for marketing and communication professionals regarding the impact of this sporting event on Mexican audiences.
Based on surveys of people across the country, the agency classified viewers into the following five categories:
Very Fan. 32% of respondents will watch all competitions, regardless of the sport or country.
Patriotic Fan: 35% say they will only watch competitions in which Mexican athletes participate.
Selective Medal Table. 18% say they will only watch the relevant stages of sports competitions.
The Anti. 7% say they are not interested in the event
The Basics. 8% say they will see them just to hang out.
If we add up the first three categories, we can see that 85% of Mexicans are interested in watching at least some of the Olympic competitions.
The number is not insignificant; it indicates a broad audience that could be reached by our brand message if applied correctly.
Realistic expectations for the Olympics?
The study reveals that 74% think that this edition of the Olympics will be better than Tokyo 2020. This is not a strange fact considering that the last edition was held in atypical conditions related to the pandemic that put the world in isolation for several months.
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What expectations do Mexicans have of the national athletes who will participate in the Olympic Games? Optimism is present, particularly in certain sports in which they believe the athletes can excel:
That historical data is relevant
And although the results have not been optimal for Mexico in past editions, the study reveals that 24% of Mexicans are confident that our country will emerge triumphant, placing second in the Olympic medal table, only behind the United States with 31%.
Is it worth getting on the Olympic boat?
So, is it a good idea or not to include the Olympics in our marketing and communication strategy? Let’s see what the numbers suggest:
36% indicated that it improves their brand perception, but this is not necessarily synonymous with purchase intention.
44% do consider purchasing a brand’s products after seeing it advertise atb directory d at this time.
One very important thing is that creativity plays a fundamental role in the way brands are perceived. It is not just about jumping on a trend with worn-out strategies and an incongruent or out-of-line inclusion with the essence of the product or service.
Typically jumping on the Olympic
trend requires a planned strategy that can range from multi-million dollar sponsorships to promotions tied to competition results or creative social media communications.
If you feel like you missed the opportunity this time, it’s try to keep your content updated. obviously not too late and you can still get on board, if not, you have four years to prepare for the next edition, although the World Cup is only two years away, so take advantage of it.
