Bristol, United Kingdom (PressExposure) July 23, 2009 -- The latest Marketing Trends Survey from The CharteredÂ Institute of Marketing, conducted by Ipsos MORI, reveals that many marketers still lack awareness about the legality of Olympic-related marketing activities three years after the relevant Act was passed.
The London Olympic Games and Paralympic Games Act was published in 2006. Yet today, 43 per cent of marketers polled said they had âno understandingâ of the Act. The same proportion â 43 per cent â said they had only a âvery poorâ or âpoorâ understanding of theÂ Act. Just 13 per cent of respondents described their knowledge as âgoodâ.
As a result, interest in undertaking marketing activities connected to the LondonÂ Olympic Games in 2012 is at its lowest since September 2006. Only 18 per cent of respondents say they are âcertainâ or âvery likelyâ to undertake some activities, down five percentage points from 12 months ago.
The findings do not come as a surprise to direct marketing guru Drayton Bird of Drayton Bird Associates and expert contributor to Marketing Donut, the essential website for SMEs. âI am deeply cynical about many promotional opportunities â especially those linked to events of universal interest,â he says.
âPeople get involved in these things because of the glamour and excitement. When times are hard, they're rather more interested in results. But I have seen very little intelligent analysis of the relationship between investment and return on such investments â and to me that's all that matters.â
Bird questions the relevance of large events like the Olympic Games to SMEs. âWhat makes marketing succeed is relevance,â he says. âThat is well known. Mass events like the Olympics are only â in my view â relevant to people selling things that appeal to everyone, or products to do with sport or athletics.â
Not surprisingly then, the research shows that those most willing to takeÂ on Olympic Games-related marketing activities are larger companies, those with over Â£100 million turnover and those based in the South.
Commenting on the findings, David Thorp, director of research and professional development at The Chartered Institute of Marketing says, âThe 2012 London Olympic Games should be a fantastic opportunity for UK marketers to participate and raise their profile worldwide but with sponsorship limited to a select few global brands, the vast majority of UK plc is likely to miss out.â
And Thorp has a warning for any businesses that plan Olympic Games-related promotions. âThose marketers planning activities must be fully aware of the Olympic Games Act, otherwise we are likelyÂ to see a string of court cases brought against the ill-informed.â
Further information: â¢ Become a Marketing Donut expert by visiting the BHP Information Solutions website [http://www.bhpinfosolutions.co.uk/Who-we-are/Experts.aspx] â¢ Register for Marketing Donut here http://www.marketingdonut.co.uk/user/register?destination=node%2F27 â¢ Find out more about Drayton Bird here http://www.draytonbird.com PressRelease Distribution By PressReleasePoint
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