EVENT LED MARKETING

March 1, 2011 at 12:00 am 2 comments

What is common between the Superbowl and Doritos Chips?

What is common between the ICC Cricket World Cup and Pepsi?

Both answers are the same : Nothing.

On the contrary, eating Doritos and drinking Cola paints a picture more of an unhealthy eater than a lean sportsperson. So why is it that the consumer is bombarded with such irrelevant commercials during such events. Its is because these companies want to capture your balls. Eyeballs to be precise.

With such a large eyeball population available, marketers try to twist and turn their messaging to suit the event and what it stands for. They want you to eat and drink unhealthy while you watch physically fit athletes battle it out. This is feeding on the weakness of the consumer to give into their cravings.

On the other hand, there are events where the sponsors are inline with the core messaging of the event. Oktoberfest is a good example where you would have sponsors which add to the Bavarian experience by providing complementing products like beer to celebrate the worlds largest beer festival.

Another example is NASCAR, where Gatorade is among the few sponsors who have got their alignment right. After all that sweaty racing where temperature hit the roof inside the car, a refreshing Gatorade is exactly what the driver needs and so does the consumer.

The right product placement brings in a certain credibility to the brand and builds a strong relationship between the fan and the brand. It is important to understand that today the consumer has the power to turn off his brain whenever he sees irrelevant branding messages. It is recommended that marketers try capturing their fans hearts rather than their eyeballs.

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Entry filed under: Advertising, Branding, Trends. Tags: , , , , , , , , .

NEW AGE ACTIVISM POWERFUL MESSAGING

2 Comments Add your own

  • 1. Chitresh Sinha  |  March 1, 2011 at 10:52 am

    interesting thought,
    I agree completey and have written a similiar post on http://blindsense.wordpress.com/

    Reply
  • 2. Sumeet Kad  |  March 1, 2011 at 10:59 am

    Point well taken Tariq. These days many brands indulge themselves into more and more ambush marketing by associating themselves with events where they are not the official sponsors. Its happening with the current ICC cricket world cup. They just have one motto to capture more and more eyeballs but sometimes they loose the plot on the way by implementing haywire product placement as mentioned by you. As the saying goes in Inida “Jo Dikhta hai vohi bikta hai” (Whatever is visible; it sells)…

    Reply

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