If done right a combination of sports (with broad appeal across many target markets) and social media can have a big impact. For some good examples, check out these two articles from the Huffington Post (posted December 26, 2013 and part 2 on January 13, 2014). The author of the article “scoured the web for five examples of the most creative, results-driven sports influencer endorsements that have aligned brand values with the right sports influencer, reached the right target audience, and generated real results.” The examples also provide some concrete results. This should work well when you cover endorsements, advertising and [Continue Reading …]
Many of my students enjoy sports — and examples of creative marketing by sports teams tends to capture their attention. This article in the Wall Street Journal, “NBA Game Promises to be a Turkey? Call In the Turks — or the Filipinos,” (January 19, 2011 – non-subscribers may have to click here) shows some classic target marketing efforts by the National Basketball Association — and they seem to be working. For example, the Sacramento Kings, one of the worst teams in the league, are drawing big crowds on Jewish Heritage nights in Toronto, Washington, Atlanta, and Boston. Why? They have [Continue Reading …]
We are all familiar, at least with the concept, of dynamic (or time-based) pricing. Airlines are the most common example, raising and lowering fares over time on a particular flight to optimize the number of passengers and profits. Many services have very low marginal costs — for example it costs very little to add one more passenger to a flight that is not full. Well now a recently minted Economics PhD has developed models to do this for sports tickets — and the San Francisco Giants (baseball) are using it to adjust prices. It is nice to give an example [Continue Reading …]
The World Cup is a huge sponsorship opportunity — especially in Spain. I spent almost a year in Spain while on sabbatical a few years ago — they love their soccer. This short (2:17) video clips might provide an international example to use when you talk about sales promotion or sponsorship “Spain a World Cup Favorite for Ads” (CNNMoney.com).
Here is a new ad from Coca Cola that ties into the Olympics. Does a nice job reinforcing the happiness positioning (see earlier post) — and everyone (o.k., lots of people) like these Olympic athletes have fun together themes.