Marketing after the Olympics

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August 2, 2012, 7:52 pm
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(NECN: Josh Brogadir, Newton, Mass.) - Remember the Dream Team?

Of course you do, like it was yesterday.

Mary Lou Retton was America's darling staring back at you at the breakfast table.

At its heart, the Olympics is about the spirit of competition where athleticism and determination meet in the pool, gym or track.

But beyond these 17 memorable days, there are business and marketing opportunities to keep athletes timeless.

"An Olympic athlete transcends demographics," says marketing guru Bruce Mittman, President and CEO of Mittcom.

You know those pearly white, youthful and exuberant smiles don't have to fade when the closing ceremonies are done - if you position yourself well.

Mittman spoke about how agents need to diversify their clients through several media because each is a profit center.

Emerson social media and marketing professor and BigFish President David Gerzof Richard says Needham, Mass. native and Olympic gold medalist Aly Raisman has already let it known where her endorsement interests lie, mentioning cosmetics and Subway.

And we're talking untold millions of a Phelpsian scale. Legendary swimmer and gold medalist Michael Phelps is someone who famously slipped up big time, and was able to keep his face out there.

Mittman says Aly should have no trouble keeping herself in good standing, and says she has that wholesome persona and needs to get out in the community.

There are Rule 40 restrictions imposed by the IOC which keep Olympians from advertising during the Games, but those end August 15.

And at that time, the deals will fly, endorsements will be out there - and that means millions.

Mittman thinks Aly cost herself millions with a fourth place finish, though Richard says she's still a gold medalist and the Olympics are far from over.

Tags: Olympics, massachusetts, Newton, marketing, business , Josh Brogadir, Michael Phelps, Dream Team, Aly Raisman, Olympic athletes
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