We are in the midst of what some bill as the greatest spectacle in all of sports. Sports and research are both my vocation and avocation. Why, then, don't I care about the Olympics?
You can't flip on a TV for more than 30 minutes without seeing some kind of Twitter integration, and it feels like practically every blog post these days has at least one Tweet embedded. On top of that, Twitter is the de facto social network for live commentary, giving it a sort of reciprocal relationship with live broadcast with no remuneration to Twitter.
When the 2016 Summer Olympics from Rio begin with the Opening Ceremony on Aug. 5 (although soccer starts two days earlier), it won't be hard for people to find sports competition, and it will be equally hard to avoid the necessary evil of marketing that accompanies the Games.
Twenty-seven million championship game viewers. $11+ million in prize money. Screaming fans. Overflowing arenas.
You did it! You decided to sponsor a team, arena or player in a sport that supports your company's goals, indexes highly in your target market or is simply your CEO's favorite past time. Now what? Most companies fail because they did not think beyond ticket sales, stadium signage, the logos on the jerseys, or the few times a year you get to interact with the player. These are the basics of sponsorship deals. It is the "ticket" to entry.
It's MLB All-Star Tuesday, the unofficial middle of summer. Those figurative "dog days" are before us, and with the NBA and NHL on hiatus, NFL training camps still a few weeks away, MLB's playoff push and a questionably compelling Olympics still a month or so away, the mindset of our sports fan customers may be fertile ground for those who can truly capture attention. But what will it take to resonate, here on the back nine of a year that has certainly been fraught with a barrage of often sensationalistic and negative news from within and outside of sports?
No matter where you spent your holiday weekend, NBA free agency news likely found you. No secluded lake, no backyard barbecue, no camping trip was remote enough to escape the headlines - and massive contracts - generated in the past 72 hours. For those lucky few free agents, it was a payday in the making since at least October 2014.
A new report out this month takes an inside look at the current state of young athletes, participation by youngsters in sports and community athletic programs and the impact of these programs on health and fitness.
In an industry as tight-lipped as gaming, speculating about the up-and-coming trends is like navigating the stock market with tealeaves. Big news is kept under lock and key because even a small leak will end up on the front page of the Internet. Though it's difficult to predict which tech innovation or new entertainment trend will pop up next, I'd wager that if you really know the industry, you'd be able to paint a picture of what lies ahead. Take a look at my painting-Monet or Picasso?
At the risk of being self aggrandizing, I'll submit that as a consultative marketing researcher, I've gotten pretty good at asking probing questions. I've also become a big proponent of loyalty marketing best practices and rewarding best customers. And while I've often espoused that sports marketers shouldn't make the mistake of ascribing their own behaviors, beliefs or experiences to that of their targets, two recent incidents have me questioning one of my fundamental beliefs about loyalty marketing.