US Olympic Track Trials & the 7Ps of Marketing

- July 4, 2012

Action Wednesday/Process

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 I’m Jim Glover, That Branding Guy, for Once a Day Marketing and we’ll see you next time.