Category Archives: Promotions/Tactics

“Magic Hour” is Real Deal Marketing for European Outdoor Clothing Brand

European outdoor clothing brand Peak Performance is running some outstanding marketing right now.

The brand, founded in Sweden in 1986, is owned by the Danish IC Group.  They sell clothing that caters to five broad target sectors: ski, outdoor, running, mountaineering, golf and bike.

I was not familiar with Peak Performance until I saw this advertisement (thanks Creativity):

It’s rare to see such marketing harmony between advertising, positioning, branding and promotion.  That’s why the Magic Hour marketing concept is terrific.

Specifically, the marketing/advertising idea captures the pure brand essence.  It delivers the brand idea in a stimulating way that makes core consumers, and maybe even potential consumers, want to get outside, be active and enjoy life.

What is the brand?

Peak Performance is a lifestyle brand with a real story and long history. The Peak Performance consumer is not divided into age groups or by gender.  We simply call our core consumers “Social Adventurers.” Continue reading

Florida Beach Targets Freezing Millennials with Eye-Catching Street Marketing

You might not think a well-known Florida beach would need to do much marketing, especially during this cold winter of 2015.

But the professional tourism generators in St. Petersburg/Clearwater think otherwise.

For 2015, the team at Visit St. Pete/Clearwater (VSPC, part of the St. Petersburg/Clearwater Area Convention & Visitor Bureau) has injected a healthy dose of creative street marketing.

They’ve launched a guerrilla marketing campaign to target young travelers in New York and Chicago.

Credit: Visit St. Pete/Clearwater via Tampa Bay Business Journal.

Visit St. Pete/Clearwater 2015 marketing. Credit: Visit St. Pete/Clearwater via Tampa Bay Business Journal.

Beginning in late January and continuing into February, hired crews built real snowmen around landmark New York City locales.  The snowmen were outfitted with signs touting messages such as “Even I’ve had enough,” and “Get me outta here.”

 

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Sports Marketing Triple Play: Team, Retailer, Shoppers Win in Free Furniture Promo

Credit: Ashley Furniture - College Station, TX.

Credit: Ashley Furniture – College Station, TX.

The Texas A&M football team made a lot of furniture shoppers very happy last week when they beat South Carolina 52-28.

The margin of victory in A&M’s season-opening win meant that customers of Ashley Furniture HomeStore in College Station, TX would get their just-purchased furniture for free.

It was an exciting moment for the team, store and customers.  Maybe not so much for the insurance company.  Learn more in this mini case study, plus four keys to your sponsorship and sports marketing success.


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Humorous Twitter Character Fights Severe Drought in California

Changing behavior is one of the hardest things to do in marketing.

In drought-stricken California, the nonprofit Southern California Water Committee (SCWC) has rolled-out a creative marketing campaign to persuade consumers to conserve water.

Photo: Southern California Water Committee.

Photo: Southern California Water Committee.

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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:

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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

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