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Thursday, May 1, 2025

Things That Mat­ter

Things done with a purpose cannot fail

by

20150922

Max­imis­ing com­mer­cial po­ten­tial is of­ten eas­i­er said than done.

Forg­ing a com­mer­cial­ly vi­able path de­mands strate­gic al­liances and part­ners who have not just the knowl­edge and ex­per­tise but the pas­sion and de­sire to un­der­stand the spe­cif­ic and unique at­trib­ut­es of the Trinidad and To­ba­go Olympic Com­mit­tee (TTOC), its his­to­ry, her­itage, brand plat­form and fu­ture.

Cre­at­ing a brand nar­ra­tive that fits in­to the zeit­geist of to­day's in­ter­con­nect­ed world, has broad ap­peal to be the pre-em­i­nent brand for re­la­tion­ship build­ing and en­gage­ment must be a front of mind strate­gic pri­or­i­ty for the TTOC.

The FlowTT/ TTOC Part­ner­ship is the cul­mi­na­tion of an in­ter­est­ing meet­ing of minds shaped by a clear vi­sion of what the fu­ture will look like, an un­bri­dled pas­sion for sport, hu­man de­vel­op­ment and striv­ing for ex­cel­lence. Things done with a good pur­pose can­not fail. Small scale to high pro­file sport or­gan­i­sa­tions have to fig­ure out a way to em­brace the per­cep­tion that sport is im­por­tant for brand­ing and mar­ket­ing.

Find­ing the right part­ner is im­por­tant. The key qual­i­ty is con­sis­ten­cy of brand phi­los­o­phy and val­ues. Last week, Bri­an Collins, man­ag­ing di­rec­tor of Colum­bus Com­mu­ni­ca­tions Trinidad Ltd an­nounced that FlowTT is now the TTOC's ex­clu­sive telecom­mu­ni­ca­tions part­ner and had signed a five-year part­ner­ship deal .

On the sur­face it ap­pears a ma­jor telecom­mu­ni­ca­tions spon­sor­ship that sup­ports ten or more Olympic gold medal by the year 2024 vi­sion.

More than that it is fu­tur­is­tic. Flow can help the TTOC dri­ve a mar­ket­ing plan that seeks to cre­ate a sus­tain­able rev­enue gen­er­a­tion plat­form for the Na­tion­al Olympic Com­mit­tee in the ecom­merce econ­o­my. So­cial me­dia, tech­no­log­i­cal in­no­va­tion and mo­bile pen­e­tra­tion will open up a whole new realm of pos­si­bil­i­ties for the TTOC.

On­line com­merce, the in­ter­net econ­o­my, tap­ping in­to shift­ing con­sumer habits in the age of mo­bile against a back­drop of Trinidad and To­ba­go hav­ing the high­est smart phone pen­e­tra­tion in the re­gion are trends im­por­tant to the TTOC 's strate­gic mar­ket­ing plan. The TTOC ten or more Olympic gold medals by year 2024 is not on­ly a medal re­lat­ed vi­sion. Sup­port­ing the ath­letes to at­tain Olympic cham­pi­on sta­tus will re­quire the TTOC to break bar­ri­ers and gen­er­ate com­mer­cial rights rev­enue to an ex­tent not at­tempt­ed be­fore. To do so the TTOC must em­brace the ecom­merce econ­o­my.

Flow pro­vides ac­cess to cut­ting edge tech­no­log­i­cal in­no­va­tion, in­dus­try knowl­edge, op­er­a­tional ex­cel­lence, cost ef­fi­cien­cies, dig­i­tal ser­vices, da­ta se­cu­ri­ty, an abil­i­ty to do busi­ness any­where any­time.

The In­ter­net of things, da­ta cap­ture, an­a­lyt­ics, met­rics, mon­eti­sa­tion op­por­tu­ni­ties, cre­at­ing in­tel­lec­tu­al prop­er­ty rights and as­sets that have com­mer­cial val­ue, in­vest­ment, in­no­va­tion, fan en­gage­ment and brand strate­gies must be­come part of the dai­ly lan­guage at Olympic House. The TTOC re­mains non prof­it, vol­un­teer and mem­ber based but (1) must re­de­fine it­self as a mar­ket­ing and con­tent cre­ation en­ti­ty with a port­fo­lio of brand as­sets (2) adopt an en­tre­pre­neur­ial mind­set, dri­ve new busi­ness de­vel­op­ment and spon­sor­ship, grow its mar­ket­ing pro­gramme, build its brand lo­cal­ly and in­ter­na­tion­al­ly .

Ath­lete cen­tred pur­pose dri­ven peo­ple fo­cused. The TTOC can­not be afraid to lead the charge in­to the eco­nom­ic promise of the on­line age. Mo­bile pen­e­tra­tion and chang­ing con­sumer habits has seen many peo­ple in T&T move through the desk­top gen­er­a­tion in­to the mo­bile gen­er­a­tion to en­gage ecom­merce.

Next gen­er­a­tion con­nec­tiv­i­ty and IT so­lu­tions, man­aged net­work­ing and cloud-based ser­vices, ca­pac­i­ty and IP ser­vices, cor­po­rate da­ta so­lu­tions and da­ta cen­tre host­ing are all on the TTO's wish list. Tech­nol­o­gy plat­forms that en­gage TeamT­TO ath­letes, fans and sup­port­ers any­time, any­where. The TTOC'S con­nec­tion to Team TTO fans will be­come even more valu­able and im­por­tant and help ath­letes de­vel­op their brands. Think be­yond the con­ven­tion­al. Flow and the TTOC will break bar­ri­ers along the road to vi­sion #10Golds24.

�2Bri­an Lewis is the Pres­i­dent of the Trinidad and To­ba­go Olympic Com­mit­tee. The views ex­pressed are not nec­es­sar­i­ly those of the Olympic Com­mit­tee.


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