Your SlideShare is downloading. ×
  • Like
Side Smirkable Thoughts, Views from the Roundtables
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Now you can save presentations on your phone or tablet

Available for both IPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Side Smirkable Thoughts, Views from the Roundtables

  • 136 views
Published

Voice of the Brand Sports, Chicago July 9-10, 2013 …

Voice of the Brand Sports, Chicago July 9-10, 2013

-Side Smirk moderated a roundtable of top level sports marketing executives from brands, teams, leagues and media
-These are our takeaways of current marketing initiatives in the sports realm as well as marketing in general

Published in Sports , News & Politics
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
136
On SlideShare
0
From Embeds
0
Number of Embeds
3

Actions

Shares
Downloads
1
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. SIDE SMIRKABLE THOUGHTS V I E W F R O M T H E R O U N D T A B L E S www.sidesmirk.com www.voiceofthebrand.com
  • 2. VOICE OF THE BRAND, SPORTS WHO WHAT WHERE WHEN Top level marketing executives from brands, teams, leagues and media Chicago July 9-10, 2013 Moderated roundtable discussions on current and relevant sports marketing topics and initiatives The following is an overview of our takeaways from the event… to request more information or a meeting, please contact us at research@sidesmirk.com.
  • 3. LETTING FANS OWN YOUR BRAND An engagement “sweet spot” exists and can be difficult to define: • How these two items work together is the key for successful and meaningful engagement Listening to your customers plays a crucial role in finding this sweet spot and maintaining their trust. • Ongoing and cumulative feedback is key Discussions were led by top level executives from: WHAT BRANDS WANT TO SAY WHAT CONSUMERS WANT TO HEAR  Anheuser Busch  Nascar  Mead Johnson  State Farm  Chicago Bears  Detroit Lions  Denver Broncos  LPGA  United Healthcare  Marriott  Hershey’s  Turner Sports  Detroit Red Wings  Major League Gaming  Arena Football  WaveJet  Minor League Baseball
  • 4. LETTING FANS OWN YOUR BRAND Ultimately, the fans do own your brand (for the most part!). • However, it’s your job as the brand to provide guidelines for positioning • Listen, react, use and steer the conversation to the extent that that is possible (and try not to over-react to every snippet of negativity) Consumers are naturally distrusting so it is also your job to humanize the brand. • If you’re relevant and authentic, consumers will respond, engage and tell you what they think Make sure to be clear and consistent in your brand messaging. • Not all sports are alike and not all fans are alike • Make it easy to engage Discussions were led by top level executives from:  Anheuser Busch  Nascar  Mead Johnson  State Farm  Chicago Bears  Detroit Lions  Denver Broncos  LPGA  United Healthcare  Marriott  Hershey’s  Turner Sports  Detroit Red Wings  Major League Gaming  Arena Football  WaveJet  Minor League Baseball
  • 5. UTILIZING SPORTS CONTENT FOR FAN CONVERSATIONS Fans literally thirst for sports content. • Satisfying this thirst and keeping fans talking should be the number one motivator for teams and brands The conversation can’t entirely be controlled (and shouldn’t be). • Controlling the conversation limits transparency and authenticity Let’s think about this on the flip side instead. • Utilizing fan content for sports conversations Discussions were led by top level executives from:  Anheuser Busch  Nascar  Mead Johnson  State Farm  Chicago Bears  Detroit Lions  Denver Broncos  LPGA  United Healthcare  Marriott  Hershey’s  Turner Sports  Detroit Red Wings  Major League Gaming  Arena Football  WaveJet  Minor League Baseball
  • 6. The key to engaging sports fans is to also make the content about them. • Keep it simple as people love taking pictures of themselves and sharing (at games, events, etc.) • Concentrate on a small, engaged fan base Be immediate. • Piggyback off of the photos and videos that are being shared in real-time • Amplify this fan content which increases engagement exponentially Tie in incentives • Teams and brands can easily offer fans reasons to engage via tickets, food, products, etc. UTILIZING SPORTS CONTENT FOR FAN CONVERSATIONS Discussions were led by top level executives from:  Anheuser Busch  Nascar  Mead Johnson  State Farm  Chicago Bears  Detroit Lions  Denver Broncos  LPGA  United Healthcare  Marriott  Hershey’s  Turner Sports  Detroit Red Wings  Major League Gaming  Arena Football  WaveJet  Minor League Baseball
  • 7. SPONSORSHIP + INNOVATION = PARTNERSHIP How do you go beyond traditional sponsorship partnerships and models? • Community involvement and causes • Bringing partners together for a greater outcome Creativity comes from… • A collaborative process between teams and sponsors • Transparency among partners • Passion • Going after demographics that make sense (e.g. the military and the NFL) Discussions were led by top level executives from:  Anheuser Busch  Nascar  Mead Johnson  State Farm  Chicago Bears  Detroit Lions  Denver Broncos  LPGA  United Healthcare  Marriott  Hershey’s  Turner Sports  Detroit Red Wings  Major League Gaming  Arena Football  WaveJet  Minor League Baseball
  • 8. SPONSORSHIP + INNOVATION = PARTNERSHIP When thinking about B2B and how events are used as incentives for sales forces, you need to go beyond just tickets to games. • Create “can’t buy” experiences that are hard to replicate and have a “bragability factor” An example of an innovative partnership and one that involved fans… • Sprint partnered with Nascar earlier this year to sponsor their own race, which the format was then decided by fans: The Sprint Unlimited at Daytona • This also included involvement with FOX and SiriusXM for broadcasting Discussions were led by top level executives from:  Anheuser Busch  Nascar  Mead Johnson  State Farm  Chicago Bears  Detroit Lions  Denver Broncos  LPGA  United Healthcare  Marriott  Hershey’s  Turner Sports  Detroit Red Wings  Major League Gaming  Arena Football  WaveJet  Minor League Baseball
  • 9. YOUR BRAND AS THE SPORTS SECTION How do you connect with fans when it’s relevant? • Getting the right message to the right person seems to be the most critical Developing long term brand messaging and staying ahead of the curve, is also very important. • Timing obviously depends on the industry and partnership, however brands can also take advantage of lesser known events, holidays and occasions to make sure their message bubbles to the top A brand that has consistently been a part of the Sports Section is Red Bull: • Red Bull Media House • Red Bull Newsroom • Red Bulletin Discussions were led by top level executives from:  Anheuser Busch  Nascar  Mead Johnson  State Farm  Chicago Bears  Detroit Lions  Denver Broncos  LPGA  United Healthcare  Marriott  Hershey’s  Turner Sports  Detroit Red Wings  Major League Gaming  Arena Football  WaveJet  Minor League Baseball
  • 10. DELIVERING SPORTS CONTENT There are obviously many ways to deliver sports content when fans are not in attendance at a live event (thus why attendance at live events has gone down in recent years): • Livestream, YouTube, email, user-generated content, Instagram, organic, Vimeo, Facebook, Twitter, Vine, etc. • And this includes various forms of content, on top of video So then, how can you enhance the live event? • Incorporate all the replays • Add announcer commentary • Allow for an easy screen-to-live experience • Incorporate more fun facts (about players and teams) and not just stats Discussions were led by top level executives from:  Anheuser Busch  Nascar  Mead Johnson  State Farm  Chicago Bears  Detroit Lions  Denver Broncos  LPGA  United Healthcare  Marriott  Hershey’s  Turner Sports  Detroit Red Wings  Major League Gaming  Arena Football  WaveJet  Minor League Baseball
  • 11. DELIVERING SPORTS CONTENT There is value in partnering with smaller, unique brands. • The value in niche products is access to influencers and increased word of mouth Enhancing the TV experience means enhancing the dual screen experience. • For example, when watching Golf on television, one app allowed a viewer to pick a player to follow on their tablet (instead of following the leaders or whoever is being televised, i.e. only Tiger Woods) Discussions were led by top level executives from:  Anheuser Busch  Nascar  Mead Johnson  State Farm  Chicago Bears  Detroit Lions  Denver Broncos  LPGA  United Healthcare  Marriott  Hershey’s  Turner Sports  Detroit Red Wings  Major League Gaming  Arena Football  WaveJet  Minor League Baseball
  • 12. CAPITALIZING ON FAN PASSION Sports are engaging by nature. • But how do you attract and maintain a profitable, younger fan base? Get the athletes out of their comfort zone (i.e. see the individual in front of the team). • Similar to how you can’t control the fan content, loosen up the reigns on the athletes (to the extent that you can as a team or sponsor) • People connect with people, fans connect with athletes Clever advertising is of course effective, as well as simply providing access. • Unbundling of cable and paying for what you watch (e.g. YES Network for Yankee baseball) Discussions were led by top level executives from:  Anheuser Busch  Nascar  Mead Johnson  State Farm  Chicago Bears  Detroit Lions  Denver Broncos  LPGA  United Healthcare  Marriott  Hershey’s  Turner Sports  Detroit Red Wings  Major League Gaming  Arena Football  WaveJet  Minor League Baseball
  • 13. ABOUT SIDE SMIRK Side Smirk is a market strategy firm based in New York City. Our team has over 32 (combined) years of research and strategy experience across a variety of industries, products, services and brands. Companies include P&G, Delsey, Campbell’s, Jose Cuervo, Nickelodeon, Hallmark, JP Morgan, Yahoo!, Dick’s Sporting Goods, Lambda Legal and Peet’s Coffee among many others. Here at Side Smirk we specialize in online and mobile research, usability testing, real-time research and social recruiting -- a la carte and by subscription.
  • 14. ABOUT VOICE OF THE BRAND Voice of the Brand is a closed door (no press!), senior-level, invitation-only, workshop-style event that brings together brand marketers to network, knowledge share and discuss potential partnerships. Only 100 executives are present at each Voice of the Brand event. This intimate environment allows for an open exchange of ideas and the formation of true business connections.
  • 15. THANK YOU! F O R Q U E S T I O N S O R T O R E Q U E S T A M E E T I N G : W W W . S I D E S M I R K . C O M R E S E A R C H @ S I D E S M I R K . C O M 6 4 6 . 8 0 1 . 6 6 4 6