Category Archives: Branding

How LinkedIn Users Earn an “F” in Personal Marketing

Enough already.  I have to call “foul” on LinkedIn users.

When I played pick-up basketball, we self-refereed and yelled out “foul” when we got hacked. It worked fine.

It’s time for LinkedIn members to take a similar approach.  Let me explain.

Why is it okay for a stranger to send me a connect request without a reason?  It’s not.

Credit: LinkedIn.com

Credit: LinkedIn.com

Something prompted you to send the message.   Tell me.  LinkedIn makes it easy to replace or add onto the standard verbiage that comes in the connection request box. So, why don’t people do it?

If you can’t take two minutes to tell me why you’re reaching out to connect, then don’t bother.  It’s unprofessional and impolite, and I’m not interested.

Continue reading

Pro Teams Score with Direct-to-SportsFan Marketing

Increasingly, professional sports teams are taking their important communication messages directly to fans.

Powered by the ubiquity of the Internet and fan tethering to social media platforms, direct-to-sportsfan (D2SF) marketing offers pro teams an unprecedented, and unfiltered, communication vehicle to their fans and season ticket-holders.

Brooklyn Nets Head Coach Lionel Hollins. Photo: Brooklyn Nets website.

Brooklyn Nets Head Coach Lionel Hollins. Photo: Brooklyn Nets website.

What is direct-to-sportsfan marketing?

D2SF is a hybrid marketing strategy designed to enhance the relationship, connection and relevance between teams and their fans, especially season ticket-holders, via the creation and direct sharing of special access, customized content.  It’s a combination package of marketing communications, content marketing, public relations, customer engagement and social media marketing.

Tactics include:

  • In-house Broadcasting.  Teams create their own reporting and broadcast content, typically with their own, paid journalists.
  • Coach-To-Fan Communication.  This takes the form of letters, short videos and recorded telephone messages.
  • Owner-To-Fan Communication.  Public letters, season ticket-holder messages and tweets are commonly used.

Communications expert Ivy Cohen, president and CEO of Ivy Cohen Corporate Communications, provides some perspective to help understand this developing marketing philosophy:

“The fan-team relationship is a symbiotic one.  Teams need fans to establish the value of their brands and keep the franchise flourishing.  Fans want to connect with their favorite teams for the psychic rewards of competition, winning, belonging, and a variety of benefits that come with entertainment, love of sport and following a season.”

Cohen adds:

“When player contracts were long-term, fans felt strong ties to individual players, the team brands were represented by a steady player roster and fans had strong team brand loyalty and player attachments.  Since that system eroded, fans need more and meaningful ways to feel an ongoing connection to a team.  Fans want to feel connected to their team and are seeking a persona to contribute that.  Owners and coaches can be strong representatives for their teams.”

Overall, as a targeted sports fan recipient myself, I like to see what the coaches or owners have to say unfiltered.  It’s a nice supplement to all the sports journalism.  And, as a marketing observer, it’s interesting to note what and how teams decide to communicate.


Let’s look at two examples from the past few weeks.

Jason Kidd Letter to Bucks Fans.  Posted 7/7/2014 to Milwaukee Bucks website.

Jason Kidd Letter to Bucks Fans. Posted 7/7/2014 to Milwaukee Bucks website.

Jason Kidd is the new coach of the NBA’s Milwaukee Bucks, having controversially orchestrated his departure from the Brooklyn Nets sideline. You can read his letter of introduction to Wisconsin fans:

Continue reading

Coke Turns Used Soda Bottles into Fun Tools in Vietnam

What if you could turn a used soda bottle into a paint brush, pencil sharpener or water squirter?

You can.  In Vietnam.  Thanks to Coca-Cola.

The soda giant has launched a simple, yet brilliant marketing promotion that combines environmentalism with brand building.

Coca-Cola 2nd Lives marketing program in Vietnam. Photo: Ogilvy & Mather China.

Coca-Cola 2nd Lives marketing program in Vietnam. Photo: Ogilvy & Mather China.

Coke is giving away a series of 16 special caps that screw onto used soda bottles and transform them into fun and useful objects. Consumers get the caps for free upon product purchase.

The program is called 2nd Lives, and is part of Coke’s sustainability efforts. Continue reading

Customer Treats: AMC Transforms Movie-Watching Experience with Power Recliners

Our strategic objective is very straightforward: we intend to be the customer experience leader. (AMC Theatres)

As a customer, it really is fun when your expectations are completely blown away.  That’s what happened when my Dad and I went to the movies last week.

AMC Theatres Logo

Logo: AMC Theatres.

You see, the Military Capital of the American Revolution has a new, state-of-the-art movie theatre complex.  In early May, AMC Theatres completed a total transformation of its 40,000 square foot Headquarters Plaza 10 in Morristown, NJ.

Anyone who remembers the theatre under previous ownership will be pleasantly shocked. However, it seems to be mostly a secret.  More on that in a moment.

Transformation Features Power Recliner Seats

The entire complex has been given a total makeover:  new theatres, concession areas, bathrooms and lobby.  The transformative highlight is the installation of comfortable, power recliner seats, in AMC red of course.

Continue reading

Golf Ball Sized Apples Bring Easy, Healthy Snacking Innovation

Photo: Havelock North Fruit Company.

Photo: Havelock North Fruit Company.

A New Zealand company has come up with a new, innovative concept to market a product that’s thousands of years old:  the apple.

It’s a combination of agricultural technology and smart marketing.

The Havelock North Fruit Company developed the capability to grow mini apples that are just 1.5 times the size of a golf ball (via cross-breeding selected varieties).  Next came packaging inspiration that put five apples into a hand-held , transparent tube.  The concept was tied together with an attention-generating brand called  Rockit™.

Continue reading

How NOT to Engage Customers: NY Mets Strike Out with Fan Letter.

Talk about a wild pitch!  Last week’s fan letter and call-to-action produced by the New York Mets baseball team is bad marketing.

However well-intentioned it may have been, the letter is a misfired effort at fan engagement and boosting game attendance.  Note that I’m a big Mets fan, so I take no joy in writing this post.

Source: NY Mets website.

Source: NY Mets website.

________________________

There are so many missteps that I hope the marketing department was forced to implement this idea.  Let’s break it down.

Continue reading

At One Stadium, Rookie Zevia Pushes Pepsi From Starting Lineup

It’s fun to watch the marketing underdog in action.

Starting this season, the Oakland Athletics will sell the first-ever naturally sweetened, zero calorie soda in Major League Baseball.  That’s because California-based Zevia Zero Calorie Soda is now the team’s official soda sponsor.

Photo: Zevia.

Photo: Zevia.

It’s quite the accomplishment for underdog Zevia, which produced $60 million in 2013 sales.  Pepsi held the soda sponsorship in previous years, and will still be available at the stadium, though.

The Zero Calorie Soda of the Oakland Athletics partnership includes: Continue reading