How can businesses take advantage of the Queen's Diamond Jubilee?
Despite the fact the Olympics are all-pervasive as much from a brand point of view as from the general public’s, there is another, equally compelling, show in town: the Diamond Jubilee. The occasion might be suffering from a bah-humbug backlash as a minority moans about the extra bank holiday and its cost to business, but for brands, the feel-good factor around the Queen’s 60 years on the throne represents a key opportunity to connect with the public. How can businesses take advantage of the commercial opportunities presented by the Diamond Jubilee? Richard Barratt, managing director of Initials Marketing, which is working on the Big Jubilee Lunch for Eden Project, has some ideas.
Observe the experts
Obviously the Olympics is the one every brand wants a ticket to, especially if they’re global. For this reason, it pays to watch what practised hands such as Cadbury and other sponsors are doing to maximise their Olympic links, and adapt and adopt pertinent strategies. Bar none, they’re all using promotional, digital and advertising routes to get closer to their audiences through their Olympic tie ups.
Ensure that you have engaged with the correct authorities and offices
Avoid the temptation to just crack on – the Jubilee isn’t as legally restrictive as other events, but you still need to know what you can and can’t do. And you’re dealing with a nationally treasured brand with its own set of guidelines. The Lord Chamberlain's Office is the body to deal with. It's also worth visiting royal.gov.uk to understand the usage of various creative assets.
Make your activity relevant and measurable
Don’t do something totally out of character just because you think you should have a presence on this occasion. It will smack of jumping on the Jubilee bandwagon. And whether it’s as nebulous as promoting the British heritage of your business, or as specific as using the Jubilee to drive sales, set clear objectives. This will make it easier to track impact and return on investment.
It’s about legacy
The Queen’s legacy presents an obvious platform for brands to either celebrate their own ‘legacies’ within communities - or to use the Jubilee as a starting point to set out their own ambitions. For long-lasting benefits, think beyond that one summer weekend and consider longer-lasting initiatives. For example, if you have a high street presence, create an alliance with other businesses and promote the Best of British through the celebrations and beyond.
It’s a community thing
From street parties to Eden Project’s Big Jubilee Lunch, these celebrations are about engaging local communities. For businesses, just adding bunting and Union Jacks to the mix isn’t the same as building on your community credentials. Eden Project’s Big Lunch is now in its fourth year, so it’s evolution into the Big Jubilee Lunch is a natural, credible step. If your business sponsors the local fete, football club, nursery, PTA – build on that link. Set up a new Jubilee competition for the fete, or a grassroots youth programme for the footie club. The creative possibilities are endless.
Add value to existing celebrations rather than try to create your own event
This is going to be a busy time in everyone's calendar, so for a chance at success team up with businesses that have already done the heavy lifting in terms of public engagement. You can then help them dial it up to 11.
Memorabilia will be of considerable value
There should be little place for 'tat' in your plans, as it will be worth that added investment to create something that has longevity and real value to the consumer. World Cup coin collections have always been a huge success as genuine memorabilia of the tournament with a real value attached to them. But be true to your brand values, and bear your recipients in mind when you choose your premiums.
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