It only comes around every four years, and after all of the NBC hype dies off, usually within the first couple of days, there's a void that could easily be filled with a well timed event, press release or some other marketing opportunity that draws on the energy of the Olympics.

I got a message today through an online networking group referring to a 'local' wine reseller that was doing a "free tour of wines from the Piedmont Province of Italy, which is home to Turin." What a beautiful concept. Simply beautiful!

Yeah, I know, the big brands like Visa are all over this, so, why aren't you? In fact, many big brands bypassed the ultra-expensive Superbowl ads this year and focused on doing an entire campaign, and a more cost-effective one, around the 2006 Winter Olympics.

Here's a few thoughts:

- A coffee shop that offers special drinks named after a different event for the remainder of the 17 days and nights of the games.
- Hometowns of olympic athletes getting together with the chamber of commerce to celebrate the occasion in their establishments
- A grocery store that highlights a section of products that are of Italian heritage or that are olympic sponsors
- Sporting goods stores that capitalize on the brand names used at the olympics (skis, snowboards, etc)
- Sports bars that have "Olympic parties" similar to football parties during football season
- Local gyms that run promotions for classes or workouts that highlight the muscles used in each of the different events
- Local bookstores and libraries that set aside special sections of books on the Olympics and on the Olympic sports in general - special discounts on any books written by Olympic athletes.
- How about a cross of a health club teaching people how to participate in these winter events and giving away recipes for "healthy" Italian dishes.
- An import shop could highlight items from medal-winning countries.
- Local breweries could do a 'medal winner beers from around the world' special

I'm sure there are more. The bottom line here is that you still have almost 10 days to put something together. If that's not enough time, the next olympics are coming up in Beijing in 2008. That should give you plenty of time to plan!

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