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<\/p>\nOne month ago I was enjoying watching the Paralympics rowing at Eton Dorney. \u00a0The fabulous sportsmen and women, the sunshine, the bongoCam, the crowds, the omnipresent sponsors, and the #DorneyRoar!<\/p>\n
One month on I find myself in the queue of my local Lloyds branch on Bideford High Street, in Devon.<\/p>\n
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The queue took a little time, so I had a good look around the branch. \u00a0There were 6 counters, 2 members of staff. \u00a0There was a new deposit machine. There were paying in slips. \u00a0Pens. \u00a0A couple of desk areas, semi private where you could discuss your finances with an advisor. \u00a0But to me, there was something missing. Something big and important missing. \u00a0Had Lloyds forgotten the Olympics and the promise to “Inspire a Generation” and to work in legacies at numerous levels? \u00a0There was nothing. \u00a0Nothing at all which reflected on the summer of celebrations, which began with the torch relay from Lloyds “For the Journey” campaign. \u00a0 Was the journey over\u00a0now Coldplay have left the stage?<\/p>\n
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The Olympics provided a summer of opportunities for the brands which were intrinsically linked via their sponsorship packages. \u00a0They were bound by rules and guidelines. \u00a0Now the Olympics are over surely the sponsor brands have a duty to drive the legacy? So come on Lloyds, when I go into my branch, I want to be reminded of the competitive spirit and excitement of the Games. \u00a0I want you as a bank to stand apart. I want to know I am in Lloyds, rather than NatWest. \u00a0I want to be able to read about the 7.8 million young people from more than 19,600 schools who have taken part in Lloyds TSB\u00a0National School Sport Week, and the\u00a04.3 million young people you have helped try out Olympic and Paralympics sports. I want to know what’s next. \u00a0How your brand is looking beyond London 2012? I am all ears. I am in your queue. Update me, entertain me with all your post Olympic news. Make me feel like I was back in Eton, admidst the #DorneyRoar!<\/p>\n
This was also a strong reminder to me that all brands need to talk to their customers at all interfaces, even the very old fashioned ones, such as queues! \u00a0And communicate from a position of competitive advantage, and what better platform for a brand, than the afterglow of an outstanding Olympics.<\/p>\n
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Lucy Goaman<\/p>\n
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One month ago I was enjoying watching the Paralympics rowing at Eton Dorney. \u00a0The fabulous sportsmen and women, the sunshine, the bongoCam, the crowds, the omnipresent sponsors, and the #DorneyRoar! One month on I find myself in the queue of … Continue reading