Posts Tagged ‘Marketing’
In keeping with the theme of our recent post about the unexpected, a construction site near our office has deployed some unconventional branding tactics that are worth reviewing.
Our office, proudly located in “Live Free or Die” New Hampshire, sits across from a hotel and restaurant that have changed ownership several times. Everyone around town knows this property has been less than stable, so when the latest developer took over, they decided to embrace the existing perception and turn it into a positive.
The hotel is in a high-traffic area adjacent to The Amoskeag Fishways, better known around town as ‘the falls.’ When the new developer started working on the property they posted a large sign, and a number of smaller signs, that read ‘WhatsUpAtTheFalls.com.’ This is certainly unexpected and unique for a construction site. Yet it makes perfect sense given the history of the property and the number of cars that pass by each day.
‘WhatsUpAtTheFalls.com‘ includes a project overview, status, photos, press coverage, contact info and a live camera view of the construction site.
Congratulations to the Roedel Companies and Alta Properties for this creative approach to generating buzz for this project.
Regardless of the industry, what are the unexpected tactics you use to intrigue and educate consumers?
Brady Sadler is the VP of Business Development & Marketing at GY&K. Connect with him on Twitter @BradySadler
For soccer fans around the world, whether new to the game or devoted enthusiasts, this past Sunday marked the end of the most anticipated global event second to the Olympics. The quadrennial World Cup, hosted this year by South Africa, contained an abundance of firsts; most apparent was its setting on African soil for the first time. Almost more noticeable, however unfortunate, were the attributes of old (at least for me).
FIFA, the governing body of the World Cup, is an organization that holds an immense amount of power in the sport. Similar to the IOC in regards to the Olympics, FIFA represents the primary planner and representative of the Cup. It has exclusive rights over what corporations can (or cannot) do during the month of their biggest tournament. FIFA’s governance has remained surprisingly consistent since its inception in 1930, especially considering how much today’s consumer market and audience has changed. Like the June 25th blog post published below notes, the 2010 World Cup is one of the first major sporting events since the boom of social media. Sites like Facebook, Twitter, YouTube, and others seem to be taking precedence over more traditional avenues in order to reach consumers. Nonetheless, FIFA’s regulations and bylaws have not changed to accommodate these new outlets.
- FIFA is the owner of all rights – like media, marketing, licensing, ticketing, etc. – of the 2010 World Cup. As a privately funded event, FIFA dictates that only handpicked partners have the capability of direct affiliation to the tournament due to significant financial contributions made by the selected parties. Varying degrees of promotional packages will be given to a small number of corporations.
- FIFA holds their selection in incredibly high esteem and priority. Only the selected partners, sponsors, and national supporters have recognized campaigns. There are restrictive buffer zones around stadiums and fan zones disallowing outside companies access and affiliation. These regulations are set in place by the FIFA Rights Protection Programme.
What this year’s World Cup has shown, however, is that ‘outsider’ corporations have successfully branded themselves alongside the event without overstepping boundary lines. Social media has allowed for a more bottom up approach to consumerism with fans keeping track of the tournament through notifications on Facebook and Twitter, and commercials and videos on YouTube. Thus, being an official partner or affiliate of FIFA is no longer a necessity. Yes, those corporations get special attention, but that attention is no longer the most encompassing or accessible channel to reach consumers. As our own Pat Griffin discussed with Karen Rubin and Mike Volpe in a recent episode of HubSpot TV, outsiders like Nike and Pepsi held their own against FIFA partner’s Adidas and Coca-Cola respectively. If corporations realize that they can reach their audience without being an official partner, and save loads of money in the process, FIFA will lack the necessary funding for the privately held Cup.
The question now is a difficult one for FIFA, and other organizers like the IOC included. Finding a way to garner loyalty from affiliates must progress. The leadership provided by FIFA has become somewhat stagnant to a point of being outdated. Evidence of other companies taking advantage of loopholes or other strategies to garner attention for their brands is illustrative of this. Proof that this is no new phenomenon can be taken from the last World Cup held in Germany. Puma, an ‘unofficial sponsor,’ welcomed the attention it received for its sponsorship of the Cameroon team. With tactical placement of the recognizable leaping cat logo, Puma’s sponsorship of 12 countries in 2010 – more than any other team and twice the number of official partner, Adidas – will most likely stimulate its brand, for a portion of the price. FIFA’s penalty for Bavaria (June 25th blog post) gave that company more recognition by calling more attention to the ambush marketing ploy, rather than quickly sweeping it under the rug.
As the saying goes, fight fire with fire – embrace social media or whatever new advancements are available, and above all, know your consumers and where your consumers are congregating. Because in the long run, you don’t have to play by FIFA’s rules or even penetrate the walls of FIFA’s stadiums to reach your target audience. For its own future and particularly for the sake of the World Cup, FIFA must recognize the new environment in which it exists. Whatever you think of the sport, it is a game of strategy and collaboration. It’s about time FIFA followed suit.
Which brands do you think were most recognizable during the World Cup?
As we wait to get our hands on the new Apple iPad, it’s interesting to see how some of the existing players in the tablet space are marketing themselves.
Recently I came across a very cool magazine ad for the Amazon Kindle. I was reading an article in Forbes that started on one page and actually ended on a Kindle. Well, not a real Kindle but an ad for one. This was really clever and I have to thank Sanjay Parekh for posting a picture of it here.
It’s ironic that one of the most innovative magazine ads I’ve seen in a while promotes a device that many feel will eventually kill the traditional print platform.
In my lifetime the sports drink category has expanded tenfold. Growing up, I remember one choice; Gatorade, the ultimate thirst quencher. It was its own category; nowhere ever before has sports science been placed in a bottle but then other companies started to take notice. In 1998, Powerade was introduced by the Coca-Cola Company. Powerade was a solid competitor. It tasted like Gatorade, it looked like Gatorade, its name ended the same as Gatorade, plus it had the power of the Coca-Cola distribution channel to promote it. Still, Gatorade held its ground.
The effectiveness of television advertising has been placed under scrutiny lately as clients demand their agencies deliver more concrete results in order to help justify advertising budgets. Over the years, the television viewing audience has become more fragmented; there are over 500 cable channels and more than 30 million households have DVRs with the ability to skip advertisements. Clients want to make sure that the consumers they want to reach are actually watching the ads they paid to place. This week, a number of cable companies joined together to announce plans to launch a new interactive television advertising platform. The new platform, referred to as “addressable” advertising, allows advertisers new and exciting targeting opportunities while producing more measureable results.