Relay Insights: Nearly 70% of Marketers Plan to Utilize Talent in 2010

08.12.09. In exactly six months from today, the 21st Olympic Winter Games will begin in Vancouver, British Columbia.
The Olympics have long been a place where heroes are made, catapulting a relative unknown into instant stardom. In the months leading up to the Olympics and in the weeks to follow, will Gold medal-winning athletes enjoy the same marketing opportunities as their predecessors?

Do athletes, celebrities and entertainers continue to play an important role in the development of marketing plans?

The study found that:

• 69.4 % of respondents expect to utilize the services of an athlete, entertainer or celebrity in their 2010 marketing plans
• 61.1 % said they were just as likely or more likely than in past Olympic Games time periods to utilize an Olympic athlete in their 2010 marketing plans
• 65.2 % of those expecting to utilize talent plan on spending the same or more than they did in 2009
• 83.3 % of those expecting to utilize talent anticipate using them for public appearances and events, followed by for PR/Publicity (66.7 %)
• 81.8 % of those not expecting to utilize talent said the primary reason was "Too expensive," followed by it not being part of their current marketing strategy (72.7 %)

For the full survey results, click on the link below to read Relay Talent’s white paper entitled “The State of the Talent Buying Industry.”

The State of the Talent Buying Industry (PDF)

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Our mission and goal is to make brands a more meaningful part of people’s lives. As experts in brand consulting, sponsorships, lifestyle and experiential marketing, we use relevant insights to create real connections with people where they live, work and play. We are a part of the Publicis Groupe family and we serve a diverse roster of brands including Coca-Cola, Sharp Electronics, Kashi and Beam Global Spirits & Wine.