The Reason: A marketers guide to engaging cliques

CNBC v Fox Business

CNBC has been covering the 2008 Summer Olympics in their lineup. The move to cover non-business content is intended to provide a lift to their usual low summer ratings. So, I just finish watching Michael Phelps break another world record... and unfortunately, since I’m not Tivo-ing , I get stuck watching commercials. That’s when I see it... a commercial for Fox Business Network. What?!

Then I find out CNBC allows their competitors to buy advertising spots on their network.  This is like Target doing in-store promotions in Wal*Mart - GM putting their cars or salespeople in a Toyota dealership - HBO showing previews on Showtime - you get the point, right?  It just doesn’t make sense ... NBC how did you let this happen?

A little Reasoning on this:

• CNBC – I’m assuming you don’t view these guys as a threat. And even if you do, the benefit of advertising revenue may outweigh the cost of attrition. But it’s just not smart. Don't let your competition use your platform to communicate with your viewers. You’re in a pretty commoditized market - if your competition wants to get a hold of your consumers, make them fight for it.

• Fox Business Network – Maybe shady, but smart.  Your target viewer is watching CNBC, go get them where they are (a la The Reason).  Doesn’t get much easier than that.

WNBA - A great brand

I must admit, I wouldn’t even be thinking about the WNBA , if not for the media hype over the recent fight.  However, this fight did show me the passion for competition that is clearly alive and well within WNBA players. Something often overlooked, just as easily as the entire WNBA season. But isn’t our respect for players’ passion the Reason we cheer for guys like Garnett?  All that passion should be rewarded, right?  Pure admiration for passionate (and supremely athletic and talented) teams like the Celtics?  I could go on ... but I’m sure you’re with me on this.

As a marketer, I look at the WNBA’s brand essence -- family-friendly entertainment with strong female role models.  This is a sound brand extension for the NBA -- a strong marketing vehicle for brands looking to reach the male consumer.  The WNBA gives the NBA the vehicle to woo brands looking to reach the female consumer.  Still with me, right? The WNBA is probably the only national sport that can provide advertisers access to this ever-growing, shopping-friendly segment. When your brand reaches young boys and girls, marketing deals with brands like Adidas and Toyota should come a bit easier than it does for MLB or the NFL.

Unfortunately, while the WNBA brand seems to hold lots of potential, the seats are usually half full and TV ratings are far from stellar.  But as easy as Ray Allen driving past Sasha Vujacic, the WNBA can get to the top of their game.

 

A Voice of Reason ...

• Make an impact. Partner with female youth basketball leagues across the country - foster mentoring/big sister relationships.  Remember the "We Got Next" campaign, show girls what that really means by showing up at their basketball leagues.  This can get a bit tricky, since the WNBA season directly competes with summer leagues. But, there are always off-days -- the perfect chance to get young girls into a WNBA game cheering on their mentor/big sis.   So, while logistics are a challenge, it’s worth it to create a natural fan base AND at the same time support community enrichment.

• Father knows best.  WNBA’s research shows that men make ticket-buying decisions for the family.  But fathers are busy, so the key will be for the WNBA to get into their rituals.  Set-up “WNBA for Dads” kiosks in office building lobbies. Pass out schedules and info on Father-Daughter promo games (offer free tickets for Dad when you bring your daughter).  Something about those lobby kiosks works ... I know I always stop to check it out ... guess I’m not always in a rush to get back in the office.

• Girls love celebs. Every city has their celeb crowd - make WNBA games a place for that crowd.  Local celebs may not always be “A”-list, but give ‘em WNB”A”-list treatment -- red carpet entry, courtside or luxury suite seats, gourmet eats.  The key will be to get the word out that they are at your games - local radio DJs and celebrity-focused blogs are always great for buzz.

• Radio Disney. Your target audience has their very own channel ... use it.

 

Celtics are the World Champions

Getting a leg up in the advertising world

As the adage goes, the average American is exposed to 3,000 advertising messages per day.  I’m not sure how accurate that number is, but I probably pay attention to fewer than 10 ads a day.  Most advertising (tv, radio, new media, etc.) is bad and usually ends up being white noise. To cut through the clutter, messages need to be highly targeted or show up in a very unusual place.  Highly targeted is what I deal with all day, so let’s look at the unusual place that inspired my posting today.

Prosthetic leg as billboard. A dude in Canada is selling ad space on his prosthetic leg.  I generally don’t like the thought of advertising on your body.  Makes me think of Bernard Hopkins and his Golden Palace tattoo back in the days.  Although selling ad space on your leg sounds like a bad idea, he will get a return on his investment.

The Reason:

• As a guide for sea-kayaking trips, he has access to a niche audience. Many brands want access to this outdoorsy crowd.

• Brands should leverage his access and paint a feel-good story of how and why they’re helping him get a better limb. Oh yeah…don’t put a logo on his leg.  Make him wear a t-shirt or something. He’ll talk up the brand on the open sea and that’s worth more than the tackiness associated with a logo on his prosthetic limb.

• ROI calculation: Well since he hasn’t spent a dime yet he has no break-even. He’s just waiting for advertisers to sign-up. He’ll be in the black the moment someone agrees to work with him.