How our favourite Winter Olympians can inspire our marketing…

Winter Olympics and Marketing

Have you watched much of the Winter Olympics? I have to say I find it a bit more exciting than the Summer Olympics – I think it’s the danger element, and the fact they’re doing sports I’ve never even dreamed of doing! Much too cold for me!

But if I asked you to name some Winter Olympians, could you?

I’ll be honest, other than Torvill and Dean and the fearless Lizzy Yarnold, I can’t name a single other medal winner from any Winter Olympics.

But, I do know the Jamaican Bobsled Team and Eddie the Eagle. And I bet I’m not the only one!

So why is it that we remember these out of the thousands of Winter Olympians over the years?

The Jamaican Bobsled Team. Ok I’ll admit it, I don’t actually remember the 1988 Winter Olympics, but I have watched Cool Runnings enough times to know their story! They were the underdogs, they were a bit different, they were unexpected, they were intriguing, they were proud to represent their country, and not to mention they had very catchy theme tune – join in now, “Feel the rhythm! Feel the rhyme! Get on up, it’s bobsled time!”

Winter Olympics and MarketingEddie the Eagle. He persevered against adversity to become the UK’s only ski jumper at the 1988 Olympics, he was unique and endeared himself to the nation. He might not have been the best competitor (although arguably better than all of us!) but he did stand out. So much so that he got a mention in the closing ceremony of the games.

Winter Olympics and MarketingAnd now after watching some of the 2018 Winter Olympics, I have a new name to add to the list of memorable Winter Olympians – Pita Taufatofua. You might not know his name, but you’ll probably recognise him as the cheerful shirtless Tongan who proudly carried his country’s flag at the opening ceremony (seriously, how was he not freezing?!).

And this is what marketing is all about – let’s face it, you have to be pretty good at your sport to compete at the Olympics, and equally we know that our clients all provide great products and services for schools and teachers.

So now, it’s all about standing out from the crowd.

Now I’m not suggesting that you take up ski jumping, or create a theme tune, but what I am suggesting is that you use your unique selling points to stand out from the crowd. How are you different from your competitors? How can you stand out? What can you offer that others can’t? What can you do that intrigues people? What will make people want to know more? And recognise you in years to come?

As an aside to this, did you know that Pita Taufatofua also carried the Tongan flag at the 2016 Summer Olympics? He competed in taekwondo at Rio, and then changed to cross-country skiing for Pyeongchang. What great adaptability. In fact, 136 athletes in total have represented their countries at both a Summer and a Winter Olympics (five have actually won medals at both!).

The fact that these athletes can adapt to different sports and become world class at both is just amazing!

Adaptability is a great quality to have – in sport, in life and of course in marketing. The world of marketing is ever changing, as are schools and teachers ways of working – the advancement in technology, new ways of teaching and learning, and the ways in which schools are managed.

It’s important to adapt your marketing to suit the specific schools and teachers you are targeting.

Winter Olympics and MarketingFor example, in recent years we’ve seen an influx of mobile technology – in fact, 70% of teachers now have access to a smartphone to check their emails. So we need to make sure our websites and email campaigns are mobile optimised so teachers can easily view them and interact with them at any time of day.

If you want to talk to the team about how we can help you to stand out to schools and teachers, and meet the ever changing email marketing landscape head on (or if you just want to bond over a mutual love of Sanka and his boiled egg), just get in touch.

Brrrrrr……after all that talk of the Winter Olympics, I’m off for a nice brew to warm up a bit!



Lyndsay Rushton

Marketing Manager

I keep our clients up to date with the key information and education knowledge needed to plan a successful marketing to schools campaign – whether it’s our website, our blogs or our social media. Contact me at

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