Local Marketing: Preparing for the Olympics
Posted: Sat Dec 28, 2024 5:29 am
You couldn't have missed the news (well, unless you live in a cave), the Summer Olympics are returning to France for the first time in 100 years. The Olympic flame has been passing from hand to hand for a few weeks now and the opening ceremony will not be long in coming.
So, when we know that 15 million tourists are about to set foot on France 1 , it is better to prepare as much as possible to attract them to your points of sale . Even if the brand is registered and protected , it is important to be able (and know how) to take advantage of this international celebration.
You don't need to own a restaurant, hotel or tunisia phone number library any other establishment in the CHR sector to take advantage of it and do local marketing . In this article, we explain how to prepare!
1. Prepare your platforms for the Olympics
2. Attract customers during the Olympics
3. Support your network during the Olympics
Conclusion
Prepare your platforms for the Olympics
1. Prepare your platforms for the Olympics
Social networks
It is estimated that 75% of spectators will interact during the event on social networks 2 : so to be visible, think about developing your audience (and by extension, your number of followers) now. If tourists hear about you before the event, they will be more inclined to choose you , whether to buy a piece of clothing or have lunch before a match.
To gain more subscribers on Instagram and Facebook for example, you can set up different posts:
Launch a contest : For example, you can give away tickets to the Olympics if your budget allows, or to a sporting event in your area. To participate, Internet users will have to share and subscribe to your account before being drawn.
Organize a live : propose a partnership with an athlete from your city and launch a live together. Give advice or good tips related to your sector of activity.
Create one or more partnerships with local stakeholders in your city
The most important thing if you want to increase your community on the networks is to create an appointment with it: publish regular posts and prepare your editorial schedule. And if you are not inspired, you can count on AI to write your posts and suggest hashtags.
Customer reviews
73% of French people have already given up on their purchase after reading negative customer reviews 3 : so if you had any doubts about the importance of your e-reputation , I hope you have changed your mind. Customer reviews are a showcase for your businesses and establishments. They can help you convert the trial (do you get it?) and be a vector of turnover, or on the contrary, of considerable losses. So you should not leave them aside.
For good management of your customer reviews , we recommend that you follow these 3 steps:
Collect customer reviews : whether via SMS or RCS, by email or through a QR code in store, get your customers to give their opinion. In addition to convincing your prospects, these reviews help improve your local SEO and therefore your online visibility.
Respond to all your reviews: whether they are good or bad, with or without comments, unfair or legitimate, you must respond to them and if possible, do it quickly (in less than 72 hours). 88% of consumers said they are more likely to choose an establishment if they see that the owner of the establishment responds to their customer reviews 4 .
Answer them correctly : use the forms. Personalize your answers (first name of the person and keywords used) & be honest. If necessary, you can again use artificial intelligence like the one available in Digitaleo. Thanks to the automatic response to customer reviews, you will be able to increase your response rate.
Your local pages
After having managed your social networks and your e-reputation well, it is time to tackle your local Google My Business and Facebook pages (or other) so that your establishments appear in searches carried out nearby.
Remember to check that your information is correct and updated regularly. Take advantage of this news to communicate with your audience:
Update your exceptional opening hours . Some establishments have obtained an exemption to open on Sundays during the Paris 2024 events (in Paris and in the municipalities hosting the events, depending on the prefectures concerned).
Highlight specific products : sunglasses, sports equipment, etc.
Use Google Post by using the lexical field of the event
Indicate on your listings whether your establishment is accessible to people with disabilities, especially if you are the manager of a business, hotel, café or restaurant.
Attracting customers during the Olympics
2. Attract customers during the Olympics
To improve conversion and/or the number of actions on your page (clicks on the route, on your phone number, on your website or appointments) it is important to work on the aesthetics of your page and to fill in all the information correctly.
Google Posts
Once well prepared, it's time to attract your future customers to your points of sale.
For example, you can use RCS to invite your customers to events you organize during matches and competitions or to highlight a promotional offer. In the example below, a pizzeria uses the rivalry between certain countries and their gastronomic specialties to highlight its products.
Local advertising , especially on Meta (Facebook, Instagram) can be a good way to improve your traffic if you use retargeting. Indeed, you will be able to retarget all the people who have already visited your local pages and your website. The example below offers a takeover offer in a dedicated catchment area:
Another example of action to take is the follow-up of missed calls . Indeed, this event period will create a lot of contact requests but will leave too little time to process them. Thanks to a tool like Digitaleo, you can set up mechanisms to automatically follow up on your missed calls:
Finally, don't forget to think phygital by adapting your communication to points of sale. This allows you to extend the customer experience in store:
Oriflamme (or other POS) to be visible on the street
Macarons on the window to indicate the languages spoken
Distribution of flyers and/or goodies in the colors of France
Support your network during the Olympic Games
3. Support your network during the Olympics
Once you have managed to do everything locally, the problem of supporting your network through this busy period comes. To ensure that everything goes smoothly, you can start by defining objectives to qualify and quantify your operations.
First, make sure your affiliates have the right tools and essential resources to work. With the Digitaleo tool, you can provide multi-channel communication kits (email, Instagram, voice message, etc.) on the same theme so that your network has access to chartered and publishable campaigns in just a few clicks.
So, when we know that 15 million tourists are about to set foot on France 1 , it is better to prepare as much as possible to attract them to your points of sale . Even if the brand is registered and protected , it is important to be able (and know how) to take advantage of this international celebration.
You don't need to own a restaurant, hotel or tunisia phone number library any other establishment in the CHR sector to take advantage of it and do local marketing . In this article, we explain how to prepare!
1. Prepare your platforms for the Olympics
2. Attract customers during the Olympics
3. Support your network during the Olympics
Conclusion
Prepare your platforms for the Olympics
1. Prepare your platforms for the Olympics
Social networks
It is estimated that 75% of spectators will interact during the event on social networks 2 : so to be visible, think about developing your audience (and by extension, your number of followers) now. If tourists hear about you before the event, they will be more inclined to choose you , whether to buy a piece of clothing or have lunch before a match.
To gain more subscribers on Instagram and Facebook for example, you can set up different posts:
Launch a contest : For example, you can give away tickets to the Olympics if your budget allows, or to a sporting event in your area. To participate, Internet users will have to share and subscribe to your account before being drawn.
Organize a live : propose a partnership with an athlete from your city and launch a live together. Give advice or good tips related to your sector of activity.
Create one or more partnerships with local stakeholders in your city
The most important thing if you want to increase your community on the networks is to create an appointment with it: publish regular posts and prepare your editorial schedule. And if you are not inspired, you can count on AI to write your posts and suggest hashtags.
Customer reviews
73% of French people have already given up on their purchase after reading negative customer reviews 3 : so if you had any doubts about the importance of your e-reputation , I hope you have changed your mind. Customer reviews are a showcase for your businesses and establishments. They can help you convert the trial (do you get it?) and be a vector of turnover, or on the contrary, of considerable losses. So you should not leave them aside.
For good management of your customer reviews , we recommend that you follow these 3 steps:
Collect customer reviews : whether via SMS or RCS, by email or through a QR code in store, get your customers to give their opinion. In addition to convincing your prospects, these reviews help improve your local SEO and therefore your online visibility.
Respond to all your reviews: whether they are good or bad, with or without comments, unfair or legitimate, you must respond to them and if possible, do it quickly (in less than 72 hours). 88% of consumers said they are more likely to choose an establishment if they see that the owner of the establishment responds to their customer reviews 4 .
Answer them correctly : use the forms. Personalize your answers (first name of the person and keywords used) & be honest. If necessary, you can again use artificial intelligence like the one available in Digitaleo. Thanks to the automatic response to customer reviews, you will be able to increase your response rate.
Your local pages
After having managed your social networks and your e-reputation well, it is time to tackle your local Google My Business and Facebook pages (or other) so that your establishments appear in searches carried out nearby.
Remember to check that your information is correct and updated regularly. Take advantage of this news to communicate with your audience:
Update your exceptional opening hours . Some establishments have obtained an exemption to open on Sundays during the Paris 2024 events (in Paris and in the municipalities hosting the events, depending on the prefectures concerned).
Highlight specific products : sunglasses, sports equipment, etc.
Use Google Post by using the lexical field of the event
Indicate on your listings whether your establishment is accessible to people with disabilities, especially if you are the manager of a business, hotel, café or restaurant.
Attracting customers during the Olympics
2. Attract customers during the Olympics
To improve conversion and/or the number of actions on your page (clicks on the route, on your phone number, on your website or appointments) it is important to work on the aesthetics of your page and to fill in all the information correctly.
Google Posts
Once well prepared, it's time to attract your future customers to your points of sale.
For example, you can use RCS to invite your customers to events you organize during matches and competitions or to highlight a promotional offer. In the example below, a pizzeria uses the rivalry between certain countries and their gastronomic specialties to highlight its products.
Local advertising , especially on Meta (Facebook, Instagram) can be a good way to improve your traffic if you use retargeting. Indeed, you will be able to retarget all the people who have already visited your local pages and your website. The example below offers a takeover offer in a dedicated catchment area:
Another example of action to take is the follow-up of missed calls . Indeed, this event period will create a lot of contact requests but will leave too little time to process them. Thanks to a tool like Digitaleo, you can set up mechanisms to automatically follow up on your missed calls:
Finally, don't forget to think phygital by adapting your communication to points of sale. This allows you to extend the customer experience in store:
Oriflamme (or other POS) to be visible on the street
Macarons on the window to indicate the languages spoken
Distribution of flyers and/or goodies in the colors of France
Support your network during the Olympic Games
3. Support your network during the Olympics
Once you have managed to do everything locally, the problem of supporting your network through this busy period comes. To ensure that everything goes smoothly, you can start by defining objectives to qualify and quantify your operations.
First, make sure your affiliates have the right tools and essential resources to work. With the Digitaleo tool, you can provide multi-channel communication kits (email, Instagram, voice message, etc.) on the same theme so that your network has access to chartered and publishable campaigns in just a few clicks.