Ten Top Tips: Make the most of the Diamond Jubilee

How can businesses take advantage of the commercial opportunities presented by the Diamond Jubilee? Richard Barrett, managing director of Initials Marketing, which is working on the Big Jubilee Lunch for Eden Project, has some ideas.

by Richard Barrett
Last Updated: 09 Oct 2013

1. Make whatever you do relevant to your business

Don’t do something totally out of character just because you think you should have a presence on this occasion. It will smack of jumping on the Jubilee bandwagon.

2. Ensure you engage with the correct authorities

The Jubilee isn’t as legally restrictive as other events, but avoid the temptation to just crack on.  Check with the Lord Chamberlain's Office on what you can and can’t do. You’re dealing with a nationally treasured brand with its own set of guidelines. In addition, the Lord Chamberlain's office may be able to connect you with other businesses to make a larger impact. Also, visit royal.gov.uk to understand the usage of various creative assets.

3. Copy the Olympic experts

The Olympics aren’t the only ticket in town for businesses this year, but they’re certainly popular, especially for global companies. It pays to watch what practiced hands such as Cadbury and other sponsors are doing to maximise their Olympic links, and adopt similar strategies for the Diamond Jubilee. Bar none, they’re all using promotional, digital and advertising routes to get closer to their audiences through their Olympic tie ups.

4. Be clear on why you’re involved

Whether it’s promoting the British heritage of your business, or using the Jubilee to drive sales, set clear objectives. This will make it easier to track impact and return on investment.

5. It’s about legacy

The Queen’s legacy is an unshakeable pillar of British society. This presents a platform for businesses to either celebrate their own ‘legacies’ within communities - or to use the Jubilee as a starting point to set out their stall. For long-lasting benefits, think beyond that one summer weekend and consider longer-lasting initiatives. For example, if you have a high street presence, create an alliance with other businesses and promote the Best of British through the celebrations and beyond.

6. It’s a community thing

From street parties to Eden Project’s Big Jubilee Lunch, these celebrations are about engaging local communities. For businesses, just adding bunting and Union Jacks to the mix isn’t the same as building on your community credentials. Eden Project’s Big Lunch is now in its fourth year, so it’s evolution into the Big Jubilee Lunch is a natural, credible step. If your business sponsors the local fete, football club, nursery, PTA – build on that link. Set up a new Jubilee competition for the fete, or a grassroots youth programme for the footie club. The creative possibilities are endless.

7. Don’t be another face in the crowd

Look at what your competition is doing – and do it differently. The first ideas you come up with are likely to be easy ones that others will have thought of too. Hone in on your unique business assets and drive idea generation that makes the most of these.

8. Tag along 

This is going to be a busy time in everyone's calendar, so for a chance at success team up with businesses that have already done the heavy lifting in terms of public engagement. You can then help them dial it up to 11.

9. Memorabilia could add value

There should be little place for 'tat' in your plans, as it will be worth that added investment to create something that has longevity and real value to the consumer. World Cup coin collections have always been a huge success as genuine memorabilia of the tournament with a real value attached to them.

10. Engage employees

Your employees are your best advocates. Engage them from the get-go. They’re not just people who work for you; they’re also part of the community. And if they’re enthused, there’s a very good chance your target audience will be, too.

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