Hello, I’m Jim
Glover, That Branding Guy, for Once a Day Marketing. Today we are continuing our series on the US
Olympic Track and Field Trials and how that event measured up to the 7Ps of
Marketing.
If you
regularly follow the Once a Day
Marketing blog, you know why I am a big fan of the 7Ps of Marketing. I am going to look at each one of the 7Ps and
rate how the track and field trials performed in each category.
Let’s start
with Product. The product was
exceptional and included world class track and field athletes all vying for a
spot on Team USA. One of the “products”,
Ashton Eaton, set the world record in the decathlon. There was a Fanfest area for visitors to
enjoy, the track was open on days when there were no scheduled events and fans were
able to run on the very track where the Olympic Trials were happening. All great products.
Second is
Price. Ticket price was about $50, which
is very reasonable for a world class athletic event.
Place was
TrackTown USA or Eugene Oregon and historic Hayward Field. There have probably been more records in
track and field set at this venue than any place else in the United States.
When you
look at promotion, you see partners like Nike, Visa, BMW, Safeway and NBC Sports
who did a great deal of marketing to create awareness for the event.
Regarding
the people, there were fabulous organizers on the Trials Committee and for the
volunteers. Almost 2,000 people came out
from the community of Eugene to support this event and each one was ready to
assist visitors however they could with a smile on their face.
As to
Physical Evidence, Hayward Field looked immaculate. Way finding signage was excellent, everywhere
you turned you were pointed in the right direction. Everything met customer needs, including the
clothes that the volunteers wore to make them easy to identify.
As far as
Process goes, solid internal processes ensured a seamless flow for the
athletes, fans, volunteers and even for the residents of Eugene who were dealing
with extra traffic as a result of all the visitors in town to attend the event.
And lastly we’ll
talk about Positioning. When you say you
are the number one track and field event in the United States you’ve got to
deliver on the promise, and Eugene Oregon surely did. If a brand resides in the mind, Eugene and the
events certainly enhanced their brand by creating memorable experiences over
and over and over again.
In the final
analysis, I would say that the US Olympic Track and Field Trials scored a home
run. Every element of the 7Ps was hit
perfectly and I know I am already thinking about the 2016 Olympic Trials.
Your
assignment is to take a look at the 7Ps of your organization. Determine how your brand and your marketing
efforts are stacking up with respect to the various elements of the 7Ps.
Thank you
joining us for Action Wednesday. Be sure to tune in tomorrow for Recon Thursday when we will look at
brand immortality and the legendry runner Steve Prefontaine. To discuss an online or face-to-face service
engagement and enhance the marketing and branding for your organization,
contact James Glover: (505) 501-1330 or onceadaymarketing@gmail.com. I’m Jim Glover, That Branding Guy, for Once
a Day Marketing and we’ll see you next time.
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