NPR looks at behind-the-scenes marketing at the Olympics
Howard Berkes
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NPR’s “Morning Edition” correspondent Howard Berkes provides a closer look at corporate sponsorships at the Olympic games. He notes that the competition venues don’t carry the usual corporate names, but companies have built a strong presence outside the venues. For example, Procter & Gamble has a four-story “P&G Family Home” for athletes and their families in downtown Vancouver that “features themed rooms named for P&G products. The Tide Laundry Center does laundry for free. The Pringles Zone has a bar serving nothing but Pringles chips in 29 flavors. The Pampers Village has diapers with the five Olympic rings imprinted on them and a play center for kids. There’s even a salon for hairdos, makeovers and massages.”
By Flickr user thomas pix
Companies pay undisclosed sums to have a presence at the games because they’re the “number one sport among women and the number two among men,” a P&G spokesman says.
Today’s Tip: Take a tip from the Super Bowl: it’s not just about the game.
The Super Bowl isn’t just about football, but also about advertising. When you’re dealing with a broad-impact event in your town, such as bowl games or big conventions, find out about the marketing dollars involved. Go beyond the corporate sponsorship signs, and look for freebies and hosted events.
The Event Marketing Institute in Norwalk, Conn., describes itself as a “think tank, educator, and global professional resource” on the topic. Commercial Alert, an organization in Portland, Ore., that advocates against commercialism, can offer a contrarian view. If the sponsorships involve schools, education Professor Alex Molnar at Arizona State University is a possible source.
