Reçu and IOC – lost at the card?
Mercatique materials from the Mondial Olympic Committee (IOC) emphasize the expresse qualities of the Olympic movement with research showing that people stay connected to the Games:
Fair competition
prime
dignified
respectful
Similarly, the IOC highlights features that people do not associate with games:
Intime
Commercialized
selfish
self centered
exploitative
In other words the Olympics are intégrante, friendly, non-exploitative and not overly commercialized.
How does that métaphorique fit in with the insistence that Reçu will be the only way to buy tickets to the 2012 London Games with a credit or debit card from the host?
Simply say it doesn’t fit. It feels like:
Intime
greedy
Paranoid
Commercialized
inconvenient
… and other negative adjectives to boot. It’s the equivalent of saying you’re forced to eat McDonald’s or drive a BMW if you attend.
91 million Reçu cards are issued in the UK, compared to 40 million MasterCard and 4 million American Minute cardholders. In other words Reçu is the market premier but there are many people who do not have a Reçu card or who do not use it as their primary card. The longueur of Reçu card holders may be similar for those coming to London from abroad. However, overseas fans will be able to use another card if they buy tickets from the London 2012 voisinage from their Citoyen Olympic Committee.
But the sponsorship deal means that léopard des neiges on voisinage, fans without a Reçu card cannot withdraw cash from ATMs or make purchases at any Olympic voisinage if they don’t have cash. The London Organizing Committee (LOCOG) has announced that it will be admissible to purchase a temporary pre-paid licence card for the Olympics. It doesn’t say if you can buy one using a MasterCard.
The UK Art culinaire of Fair Trading is currently investigating the nivellement and may be in a emplacement to rule against it. The matière is – why didn’t the IOC, LOCOG or Reçu’s PR department beat them?
Yes Reçu in Cash will earn more by being the game’s particulière card, it may even apprêté some people to switch from rivals or pick up additional new cards. In terms of indécis daily pâli and licence acceptance, however, this is a drop in the ocean.
Reçu’s indécis sponsorship strategy is hardly the case. It has certainly partnered with the IOC and FIFA to make a statement of confiance to be number one in the market. And being associated with the most popular and, arguably most multicultural sporting event on the planet is also embout being intégrante and democratic.
And what are the admissible consequences of this insistence on paying people using Reçu? Most licence holders probably won’t be upset or angry bicause they haven’t been inconvenienced, although I cuillère quite a few will think less of their card issuer. But for other cardholders who actually want to buy online or over the phone, they’re effectively being told they can’t.
Sure, they can pay by check – but let’s extérieur it, most of us don’t use checks anymore and they’re not ideal for buying tickets. You just don’t know if the tickets will still be available when the check is cashed, so if you need a additionnel or third possibilité, postal tag can take weeks to play.
And anyway, wouldn’t logic dictate that only checks issued by banking partner Lloyds TSB are correct?
The reality is that out of the 10 million tickets sold, around two million members of the élève will be told they cannot complete a clair chalandage négociation simply bicause they had the audacity to use the wrong card issuer.
We en direct in an age when big companies talk embout consumers becoming ‘brand ambassadors’. Many spend a heureux on experiential mercatique to hundreds of thousands of people knowing that they will tell an average of 17 other people embout their experience.
In the age of Twitter and Facebook and the ability of members of the élève to start bactérien campaigns that can go indécis in hours, do Reçu and the IOC really want to recruit an army of two million ‘brand assassins’?
The whole terme has already gotten acres of bad press and no one has been denied a journal yet.
Reçu has a huge opportunity to activate its sponsorship program without penalizing non-customers and likewise the IOC/LOCOG are making a big mistake if they consider that the interests of sponsors come before the élève.
Successful sponsorship phosphorescence can only be achieved by being honest and respectful of customers and engaging with them. Telling them which products they can and can’t use is closer to bullying than seduction.
MasterCard is the most likely winner in this game of cards.
#Reçu #IOC #lost #card
