The Olympic and Paralympic Games in Paris began at the end of last month. This event initially seemed to be just another edition of the most famous and largest sporting competition in the modern world, but that was not the case. From the opening ceremony, it was discovered that the International Olympic Committee and the host city would take charge of changing this trend. And it is no wonder. This event has had several failed editions and is losing audience and credibility due to various scandals and controversies surrounding it.
The Olympic Games represent a huge investment for the hosts and disrupt the lives of the people who live in the venue. If they are planned and executed with a vision for the future, they can be a window of opportunity, as was the case of Barcelona, which had a positive before and after when it finished hosting the competitions. Other brands have also managed to recover, like the Olympic cities and brands. For this reason, we have listed four topics that you can take note of to revitalize your brand with the help of Market Research.
Pride. Each edition seeks to highlight the most outstanding cultural and tourist elements in an attempt to project a strong and attractive identity. The fact that the opening party was held for the first time outside the main stadium was a letter of intent in this regard. Paris has a lot to show the world and that is in its streets. Your brand has elements that make those who consume you proud. Enhance these resources by identifying them through questionnaires and interviews.
Efficiency. Popular culture information states that the Olympic Games are a toss-up for the host cities and countries. They can be a springboard to relaunch a destination or a socioeconomic disaster. Part of this conclusion is due to the lavish facilities that were built in various locations and that today are underused, abandoned or demolished. In Paris, many of the venues are temporary and will be dismantled at the end of August. Brands can replicate this model by researching their consumer pricing structure with elasticity and optimal price studies.
Excitement. The internet has exploded with memes and conversations following many iconic events that took place in the French capital. Undoubtedly, the competitions have not left anyone indifferent. Another success in Paris has been to include in the list of sports some that arouse passions due to unconventional elements. We are talking about the case of Olympic shooting. Creating experiences and awakening feelings is an objective that many brands pursue because of the impact it leaves on people.
Responsibility. We live in an increasingly problematic world. It is already known to many that situations such as the Climate Crisis, pandemics such as COVID-19, armed and social conflicts, and pollution are of great concern to both locals and foreigners. Situations such as cardboard beds are evidence of the interest of hosts in minimizing the material impact of competition and thus contributing to a more sustainable future. People are looking for brands that share these concerns. However, they are also very perceptive and know when a commitment on this topic is genuine.
Consumers often do not share their impressions and requirements for multiple reasons. Sometimes they do not believe that their ideas are important and that no one is interested in listening to them. At other times they will not know how to express them and will use indirect resources. This data and information can be collected by market analysts. In addition, the latter can analyze them in search of conclusions and recommendations for your future business plans.
At Acertiva we have a team of analysts and strategic suppliers prepared to help you put into practice the elements that have been successful in Paris. We have more than two decades of experience carrying out Market Research projects in LATAM. If you are thinking of carrying out a market study soon, get in touch with us. We will respond with the way in which together we can make your next success story possible.
Short Link: