With no marketing budget in place and major events in 2012, how can I stand out?

The Olympics and Diamond Jubilee pose an interesting marketing challenge to retailers without the financial clout of larger brands, but there are still ways to engage and intrigue shoppers.

Retailers must try to establish synergies with the events and their products, but think carefully about clear messaging that shoppers will get straightaway, says Simon Couch, head of retailer engagement at RPM. “For instance, a consumer electronics store could change its messaging to highlight its products as ‘the best sport viewing experience’,” he suggests. It’s crucial not to forget that this is a great sales opportunity.

“A sports retailer, for instance, could create a bundle deal on official Olympic clothing when paired with a pair of trainers,” says Couch. He adds that with the Diamond Jubilee falling on the June 5 bank holiday – the week the Euro 2012 football championship commences – it’s a great opportunity to match English products such as Pimms or Union Jacks with general summer season products such as BBQs or gazebos.

“To really stand out from the crowd, retailers must think locally,” says Couch. “The Olympics and the Jubilee are national, even global, events, but be sure to make them relevant to your local shopper and community.” He suggests being reactive to local news, finding out if there are street parties or Olympics screens.

It is important to note, however, that there are extensive legal restrictions around use of the words such as ‘Olympics’ or any related symbols. If in doubt, consult a legal team.