• Ep. 164 - Olympic ABM Playbook! Challenger Brands and Pro Women Athletes Ahead of Milan 2026 🥇

  • Apr 28 2025
  • Duración: 10 m
  • Podcast

Ep. 164 - Olympic ABM Playbook! Challenger Brands and Pro Women Athletes Ahead of Milan 2026 🥇

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  • Resumen

  • In this episode of Scrappy ABM, host Mason Cosby breaks down a newsletter subscriber’s challenge: designing an ABM campaign that links challenger consumer brands with Olympian and Para Olympian ambassadors in the run-up to Milan 2026.


    Best Moments:

    (00:32) Introduction to the specific ABM challenge from a newsletter subscriber

    (01:21) Target: marketers at challenger consumer brands with sports sponsorships but no dedicated sports-marketing staff

    (01:44) Strategy suggestion: start with manual desk research for a focused target-account list

    (02:48) Recommendation to target the marketing department at director/manager level rather than C-suite executives

    (03:24) Using social-media research to identify who posted about previous Olympics

    (04:15) Importance of authentic alignment between athletes and brands, highlighting longevity of partnerships

    (04:59) Suggestion for an Olympics-themed direct-mail program to spark internal conversations

    (06:32) Approach of targeting key influencers before decision makers

    (07:05) Using personalized athlete connections or Cameo videos for higher engagement

    (08:18) Leveraging scarcity by emphasizing limited sponsorship availability
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