Paris 2024 Games: Maximise your visibility with targeted strategies
The impact of Paris 2024 in figures
Brands that seize the opportunity to be associated with this event can benefit from exceptional visibility, reaching a large and very diverse audience. The Paris 2024 Games are shaping up to be the must-see event of this summer, and the figures prove it:
Maximising engagement with immersive experiences
Encouraging direct interaction with consumers
Face-to-face interaction not only creates an immediate connection between consumer and brand, but also provides an opportunity for brands to demonstrate the value of their products in real time. Teams in the field can use product demonstrations, distribution of free samples, or even competitions and games to engage consumers. This type of engagement is particularly effective for fast-moving consumer goods (FMCG) brands, where the product demonstration can directly influence the purchase decision.
Multiplying contact points
Multiplying the points of contact at sporting events is essential for effectively activating your brand. It increases visibility, engages various audience segments in a targeted way and maximises interactions, strengthening the emotional connection between consumers and the brand.
1# MALL ACTIVATION
Give your customers a differentiating phygital experience in a strategic area
e.g. pop-ups, corners, dedicated areas in shopping centres
2# OUT-STORE ACTIVATION
Maximise touch points at high-traffic locations to offer customers a privileged brand experience
e.g. street marketing, car parks, shopping centres
3# IN-STORE ACTIVATION
Grab customers’ attention, get them to interact with your brand and your products and trigger the act of buying!
specialised superstores, food superstores
Proxi sales force strategy: reaching a local audience
Why invest in proxi?
- To target high-potential POS near competitions or fan zones
- To attract tourists/fans to key locations in the capital
- To develop your brand’s visibility
- To carry out anti-break actions to satisfy the maximum number of consumers
Boost your presence with dedicated Games merchandising!
Creation of exclusive products
Sporting events such as the Paris 2024 Games are an opportunity for you to create limited editions and co-branded products in partnership with the event. These products, often perceived as collectibles, can attract not only sports fans but also collectors, generating considerable interest.
Optimising the positioning and presentation of your products at key points of sale is essential. Use creative, interactive displays that attract attention and encourage impulse buying. The displays should evoke the festive atmosphere and highlight the links between your products and the event.
Deploy a team of merchandisers
One of the key skills for a merchandising team at sporting events is the ability to adapt plans quickly and solve problems on the spot. Unforeseen situations, such as last-minute changes to the layout of spaces or logistical problems, require a team capable of making quick and effective decisions to minimise disruption and maximise impact.
Each location must be optimised to attract the target audience, whether sports fans, families or international tourists, including on ephemeral points of sale that can be located in various strategic places, such as near stadiums, in Olympic villages or in areas with high tourist numbers.
The Paris 2024 Games are more than just a sporting event; they are an opportunity for brands to raise their profile, innovate in terms of marketing and build a lasting relationship with consumers. By integrating customer experience, proxi sales force and merchandising strategies, your brand can not only increase its visibility but also create meaningful engagement that lasts well beyond the close of the Games.