EXAMPLE :
Lets pretend that we have a website that is selling Investment & Wealth Creation Products and we are trying to take advantage of the Extra Traffic that is generated when the Olympics are on.

NICHE: Investment & Wealth Creation
EVENT: Olympics

The first thing we need to do is think of some keyword phrases that relate to both our niche and our event. At first this might sound impossible but once you get your creative side going it really isn't that hard.
For instance what about we pick some 'keyword phrases' like:

How Rich is Michael Phelps
Don't Waste Your Money With Online Olympic Betting - Invest your Money Instead
America Invests $100 Million into Olympic Team
High Gold Prices Make Olympic Gold Medals More Enjoyable for Athletes
Olympic Television Earns Investors Millions

And the list goes on. . . .

Try to think or phrases that people might actually type into the search engines.

The next step is to actually use these phrases to drive traffic