Location Marketing Inspiration From 5 Olympic Greats

🏅4 of 4 articles about Paris 2024

An event like the 2024 Olympics in Paris creates spikes in consumer activity and buying intent across countries and industries. Whether you run shoe stores in Ohio, cycle repairs shops around Manchester, restaurants in Paris or hotels in Marseille, winning performance depends on making sure your businesses show up in the best possible shape to compete for extra revenue. Finishing on top of the podium in local search results ensures that you’ll have something to celebrate when the games begin.

Where better to draw inspiration for this type of stand-out performance than from great Olympians themselves. Taking inspiration from top performers in Games past can help your locations deliver when it matters most. We’ve collected these principles and other valuable tips in our soon to be published Gold Medal Location Marketing Guide, which is designed to help you prepare for 2024.

But first, we present to you the final articles of our Olympics blog series. Make sure to read about the importance of the Olympics for your marketing, team work as key principal for success, and actionable insights for your Olympics campaign first.

Usain Bolt: sustained acceleration and showmanship

The legendary Usain Bolt wasn’t usually the fastest sprinter out of the blocks – but the way he translated a solid start into sustained momentum was second to none. Setting the right foundations delivers similar acceleration in results for location marketing. Businesses with complete profiles get 7x more clicks than those without.

Just like Usain though, you don’t have to settle for just doing the basics right. Few other sprinters have mastered the art of showmanship to the same degree, giving the 100 meters champion of Beijing, London and Rio a crucial psychological advantage over the rest of the field. Show off your own capabilities with location pages on social, and social ads to amplify your impact.

Michael Phelps: consistency from constant improvement

The great Michael Phelps was a medal machine in the Olympic pool, and proof that consistently great performance depends on constant improvement over time. You don’t get to be as enduringly successful as Phelps by peaking once and staying there. You stay ahead by finding new areas to optimize. That’s why he was still helping to set Olympic records for relays in Rio in 2016, a full 12 years after his first games.

We can’t all be as naturally talented as Phelps, but with a new generation of AI tools to support location marketing, we can have a little help. Data and analytics help you stay on top of how each of your locations is showing up on search and social, identifying gaps in profiles and the actions you need to take to hone digital storefronts, or improve your star ratings. AI-powered review and messaging assistants will help you stay engaged with customers, amplifying good experiences and building your reputation.

Greg Louganis: visual style matters

In sweeping the individual diving gold medals at both the Los Angeles and Seoul Olympic games, Greg Louganis gave a perfect illustration of the impact of visual performance. In diving, it’s not just how many aerial maneuvers you can pull off, or how quickly you perform them, that counts. It’s all about how you look doing it.

Similarly, when consumers engage with your businesses on search and social platforms, they don’t just respond to the information you share. Adding high-quality images and (even better) video to your business profiles will help you impress your consumer judges. Business profiles with photos get 42% more direction requests and 35% more clicks than those without. Videos help you capture even more of the experience that visitors can expect, and they’re a great showcase for any Olympic offers and promotions you have planned.

Nadia Comăneci: pushing for perfect control

When you’re responsible for driving clicks and revenue for lots of locations, the idea of total control can seem impossible. Nadia Comăneci, the Romanian gymnast who scored the first perfect 10.0 at the Montreal Olympic games in 1976, is a timely reminder that such control is always worth striving for.

Like many athletes, Comăneci achieved it by constant improvement, identifying any mistakes that she made and finding ways to improve. The same principle applies to the social strategies that you build around your location pages. Compare the posts that get strong engagement to those that don’t, and aim to replicate the subjects, headline styles and formats that people respond to. If you’re feeling creative fatigue and struggling to come up with fresh variations on what works, don’t be afraid to lean on AI tools to help.

Victoria Pendleton: the power of responsive engagement

In sprint cycling, it’s not just the strongest or fittest competitor who wins. It’s the competitor who’s able to engage most with the situation, responding to every move in the race. Victoria Pendleton’s velodrome successes in Beijing and London stemmed from knowing how to respond to whatever happened around her. As a location marketer, you can build your local SEO strategy on the same approach.

Use keyword research to identify the goods and services that searchers connect with your locations in their queries. You can then optimize your business profiles to help them rank for those terms. If you’re a women-only taxi company in Paris, adding it as an attribute will help you rank when people are searching for female cab drivers. If you identify lots of people enquiring about hotels’ policies on pets, adding a relevant FAQ will put you in front of those searchers. There are opportunities everywhere to put your business ahead of your competitors, and they will all help to put together the powerhouse Olympic performance that you need.

Uberall provides the platform you need to build Olympian-style performance for your location marketing. Get our full run down of tactics and tips to prepare your locations for the 2024 games in our soon-to-be-published Gold Medal Location Marketing Guide. And while you wait: read our blog articles on the importance of the Olympics for your marketing, how to win as a team, and actionable insights to prepare you like a campion.