Attitudes to London 2012 Olympics sponsorship and direct mail

The fact that 2012 is set to be a massive year for sports fans with the London Olympics, means that sports marketers are upping their game too.

Brands are paying big bucks for official sponsor status of the games, which will be followed around the world. But which are the best media channels for communicating their Olympic messages and promotions?

A new report from the Mail Media Centre, using data from TGI and BMRB, reveals all.

Amongst other findings the report reveals that:
•          Direct Mail is the most effective way to target those consumers who believe that sponsoring the Olympics gives companies a better image. Those who believe this are 16% more likely than the average adult to be a frequent responder to direct mail.
•           Consumers who believe that the Olympics will improve the lives of ordinary people are 18% more likely than the average adult to be a frequent responder to mail
•          Combining direct mail with an internet campaign could increase coverage by 12% and reach 29% of consumers.
•          79% like receiving money-off vouchers, special offers or coupons.

To read the findings of this report in full click the ‘download’ button below.