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Each
year, the Superbowl
reliably delivers entertainment and high-profile drama in one form or another.
We often forget that behind the entertainment are several valuable marketing and
advertising lessons. Pay close attention and you will learn tricks for
incorporating current trends into your management and marketing strategies, as
well as new applications for old techniques. Here are some methods to study in
2008, plus lessons learned from the past five Superbowls.
Incorporating Marketing Trends and Time-Honored Techniques
This year, I'd like you to notice how the advertisers, networks, sponsors,
NFL, Arizona Cardinals, City of Phoenix, half-time entertainers, and any other
businesses involved with the Superbowl are incorporating marketing's latest
trends and more traditional marketing methods. Think specifically how you can
apply those techniques.
An Example
I don't mean figure out how to hire Janet Jackson and Justin Timberlake to
sing at your halftime show. I DO mean take a core concept and mold it to fit
your specific budget and company goals. In this case, the core concept is
something like: expose popular personalities to your core customers in a way
that is interesting to that audience.
The underlying strategy here is to create an association, so afterward the
customer will positively pair the personality with your company
― increasing good will and long-term success.
Molding that concept to your own situation requires a bit of brainstorming.
First, make a list of high-profile people who are popular with your customers.
Don't limit the list to entertainers. Expand it to include well-respected
figures in your industry or key geographic areas.
Next, brainstorm how you could put these people together with your customers.
Seminars? Sponsorships? Signings? Don't limit methods to in-person events. Does
the personality have a book or other publication that would be of interest?
Could you record a podcast or video and make it available on-demand, online?
Finally, whittle the list down to those most plausible, and incorporate it
into your marketing plan.
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