This post features an article Written by Laura Snoad, April 19, 2012 – published in MarketingWeek
Marc Pritchard, global marketing and brand building officer at Procter & Gamble, talks about the brand’s strategy behind their Olympic sponsorship.
Marketing Week (MW): Why did P&G decide to sponsor the Olympics for the next 10 years?
Marc Pritchard (MP): We realised pretty quickly that the purpose of P&G – to touch and improve lives – is pretty congruent with the purpose of the Olympics, which is to make life better through sport.
Our sponsorship allows us to both create a big idea that unites our brands under a P&G umbrella, such the Proud Sponsor of Mums campaign, and develop Olympic-themed ideas around our individual brands.
MW: You have talked about London 2012 as the first truly digital Olympics. How has that influenced your approach this time?
MP: Beijing 2008 was just the beginning. Vancouver was a little bit more digital, but this time our broadcast partners are truly looking to extend across all platforms so that has affected us.
Our journey began when we got US rights to the Vancouver Winter Games and put some brand programmes together for that. They looked quite good, but we thought we could have more impact, so we challenged our agency to unite the purposes of the two organisations. That’s when we came back with the idea that every Olympic athlete has a mum, and it went from there.
Digital gives us a chance to connect with people on a one-to-one basis. Digital technology is making it inevitable that you’re going to create conversations with people rather than broadcasting to them. We are developing Facebook communities and already have a Thank You Mum Facebook site. We’re also working with Twitter and both the athletes and brands will be tweeting. That will allow us to create deeper content that will engage people and generate participation in the games as never before.
MW: How do you choose the right Olympians to represent P&G as brand ambassadors?
MP: We talk with the British Olympic Association about great athletes who would be good spokespeople, not only for P&G but also for them. We want them to have good stories, or be athletes that people will get excited about. We then tie that in with one or more of our brands. So Paula Radcliffe is a mum, and she’s got a great mum, Pat Radcliffe, who’s supported her throughout her career. She’s going to help us represent Pampers and Fairy because it takes about 20,000 meals to build an Olympic athlete over their life. That’s a lot of dishes [to wash]!
Cyclist Sir Chris Hoy and swimmer Liam Hancock are representing Gillette because to be a great cyclist or swimmer you’ve got to get off to a good start. You need to think who would be a good ambassador for the country, who would be a good ambassador for the brand and P&G, and then you come up with an idea that fits with the particular athlete.
MW: Is that the same strategy you’re using with Capital Clean-up, where you’re tying in particular brands with parts of the activity to clean London before the Games?
MP: Exactly. That’s another great UK-specific activity that we’re doing. It was developed from insight that London wants to look its best because the whole world is coming round.
We looked at our cleaning brands, including Ariel, Fairy, Flash, Febreze, and worked out how they could fit into the Capital Clean-up. Febreze, for example, will make London a greener place by creating a number of leafy ‘Fresh Havens’.
We’re going to clean all the way through the Olympic Games so we can make London an even better place.
K.Mac Leadership Series Vol. 1 Issue 4 – April 2012
“We must move out of the selling products business to the business of improving life“ Marc Pritchard, P&G
We live in uncertain times. These times are challenging and will continue to be challenging. Our world is one of uncertainty, mistrust, cynicism. Technology continues to change the way we live and it’s evolving at warp speed. We are all connected, all the time, operating in a 24/7 world. Technology is building communities and reshaping the way we communicate with each other. As individuals, we are inundated with thousands of messages daily. For business, Challenging? Yes. For business leaders and marketers, Opportunities to Grow your business? Even more so!
So, what are these opportunities? As a business, how do you break through to connect with your customers? As business leaders and marketers, how do you build your brand or business to thrive during these tumultuous times?
A recent talk by P&G’s Marc Pritchard caught my attention. P&G Global Marketing & Brand-Building Officer Marc Pritchard explains how the Company uses purpose-driven brand building and creative innovation to thrive during uncertain economic conditions and times. Pritchard introduces 5 key concepts describing the concept of the power of purpose, presents three examples for how P&G brands bring this concept to life and illustrates the Company’s core marketing strategy: that by improving people’s lives, P&G can do well by doing good … “Touching Lives, Improving Life”.
Marc Pritchard begins his talk noting that people have changed. People want to know what brands stand for such as doing good and they expect brands and companies to be doing good. People want to engage and participate, they want brands to speak to them directly. The world is changing so we (P&G) must change to keep up.
Marc comments “Welcome to our world – the wonderful world of vertigo – the world we once knew is gone.” We live in a world of 24/7 real time information, we are all connected, the recession changed us and we have to do less with less. The new heroes are everyday people while the actions of once admired icons and institutions have pretty much shattered our trust and confidence. In today’s world, everyday people are stepping up expect us to do so too. Do we share the same values as these people? Transparency is imperative so for business, tell the truth – fess up if things don’t go as planned. Social media gives everyone a microphone, so to thrive, there’s been a shift in how we build brands – we must move out of the selling products business to the business of improving life. Change has transformed us into a creative and innovate force for good. We need to change the way we build brands — we need the inspirational power of purpose – touch lives and improve lives for the world’s consumers – this gives meaning is now our driving force.
Each brand at P&G is guided by a purpose — each brand is required to define a purpose which defines how it uniquely touches and improves lives. This is the soul of the brand – purpose springs from and reinforces the essence of the brands core benefit. When people buy purpose they also buy a benefit – purpose opens up new possibility to deliver that benefit. It’s shifting the company mindset from marketing to serving. P&G is changing from marketing to people to (getting people to do what we want them to do) to serving people with our brands to make lives better. P&G brands now offer non-product services, use entertainment that brings people together and demonstrate and participate in acts of kindness where the brands become part of a larger community. When changing the focus to serving people, brands are forced to gain a deeper understanding of their lives and give them what they want to make their lives better. Brands need to uncover human insights, define the essence of those human behaviour, the truths, motivations, intentions that must be solved by benefits of brands.
From these insights, the brands need to create big ideas, this is the currency of industry that lift the entire brand and make it relevant in peoples lives. Ideas need to be engaging, surprising and invite people to participate in brand community. This incorporates and generates pr advocacy, Facebook and website participation and YouTube. The net result is participation means purchase. People become personally associated with the brand – loyal members of the community and become advocates/ambassadors.
Example #1 of Purpose Inspired Marketing: Old Spice Smell Like a Man Man
Big Idea: Hello Ladies – I’m the man your man could smell like! Anything is possible to smell like a man. The idea is to help guys navigate the seas of manhood. Guys have lots of uncertainties and in most cases don’t like to ask for advice. The Benefit is “smell good – long lasting scent”. The idea tapped into a deep human insight – in this case “guys want to be manly”. It tapped into manhood insecurity – competition – challenged my manhood. The idea was brought to life via: 1:1 response videos creating engagement, spoofs
Results: first place in share of market and invited unprecedented participation – 40,000,000 + views as at April 16, 2012.
Example #2 of Purpose Inspired Marketing: Always – Africa
Deep Insight: 1/6 girls don’t complete education because they don’t have adequest protection.
Big Idea: allow girls to stay in school while having their period so they can have an opportunity to be the best they can be and thrive. Always has a purpose to empower women to positively embrace womanhood. The benefit is dry protection, free of movement, confidence enables women to be at their best.
Example #3 of Purpose Inspired Marketing: P&G Corporate Olympic Campaign
The first P&G Corporate Campaign was build to demonstrate what’s behind the company, what it stands for, what it cares about, values and allows people to discover and feel better about the company and it’s brands.
The Olympics touch people. The process started with agency Weiden presenting to P&G 7 tips to make Olympics work, and, they told P&G — you will be judged. The program brief stated that the big idea had to unite P&G’s purpose with purpose of Olympics.
P&G: Touch lives, improves life
Olympics: make life better through sport
Big Idea: every Olympic athlete has mom. P&G is in the business of helping moms. She is the unsung hero and P&G wanted to recognize her for that and thank her. The idea — “Proud sponsor of moms” Deep human insight: to their moms they’ll always be kids. The program started with a tv creative “Never walk alone”, then introduced the “Thank you mom” platform. Mom is always there every step of the way. During the 2010 Winter Olympic Games in Vancouver, P&G updated the campaign with real time brand building – moms of the athletes, cheering kids onto victory. The real Big Idea – an act of generosity for lifetime of dedication to be at pinnacle moment. Families and athletes can’t get together while at games so P&G facilitated by bringing moms to the Olympic Games and by offering services from the P&G lounge such as oral care smiles centre, a grooming spa and laundry services.
Results: The “Thank you Mom” initiative became part of Olympic conversation. 2 billions impressions fromP&G, 1 billion digitally and built sales $130mm . The next step is to take this program to rest of world for London 2012.
Takeaway: 5 key changes for purpose inspired, benefit driven brands that make life better:
Marc Pritchard wrapped up by asking everyone to think about the following points:
- change the definition of why brands exist – guide brands with a purpose focused on how the brand benefit uniquely touches lives and mkakes better
- change mindset from marketing to consumers to serving people
- change the definition of who we serve – not consumers as a target but as people we seek to serve with brands
- key to have an understanding of people – deep human insights that drive behaviour – motivations and intentions
- move from small ideas to big ideas that build initiative so they are engaging, inviting, participating – want to become part of community and invite participation
The Path forward grounded is grounded in purpose and people and making life better.
K.Mac curates some of the marketing strategy, sports biz, sponsorship news and creative advertising news that catches our attention. Here is a look at some standout business strategy, brand-building and Super Bowl advertising that caught our attention this week.
Super Bowl advertising is dominating the airwaves and will be doing so through Super Sunday and the next week. This is big stakes – products, campaigns, companies, careers are on the line … either hit a home run or fail miserably. Reports indicate that some companies are investing $4 million for a :30 second spot. As a marketer, would you? Some strategic questions … do you release your spots early via social media to generate buzz or do you keep secret until the game itself. Are you ads slotted early in the game or late in the second half? Will it be a good game or a bust. So many parameters to consider. One must take calculated risks to win.
Based on what I’ve viewed to date, here’s what I see trending for ads leading to the Super Bowl:
1. story telling – ads are incorporating the art of story telling to be more interesting, less broadcasting and focus on pure brand benefits;
2. ads are longer ads
3. campaigns are holistic with a strong digital link
4. nostalgia plays a role ie. Downy and Mean Joe Greene (what’s old is new again)
Also, here are 12 ads that changed Super Bowl Marketing and some of the Best Super Bowl Ads (this list is not comprehensive). Enjoy.
Super Bowl Advertising Sells OutBy RICHARD SANDOMIR
It is never shocking to hear about the steep cost of Super Bowl commercials or to hear that the network televising the game is doing smashingly well at selling its advertising.
For the Feb. 5 game in Indianapolis, NBC said it sold all of its 30-second ads, at an average of $3.5 million, by Thanksgiving. That’s up from about $3 million last year when Fox carried the game.
At a $3.5 million average, the 70 commercials that run during the game would produce $245 million in gross revenue; subtract ad agency commission, and NBC would receive just over $208 million.
Then, add in the revenue from the six commercials that will run during halftime, and still more in the six hours of pregame programming, and you can see why networks love Super Bowls.
“We should shatter all prior records for that day,” Seth Winter, the senior vice president for sales and marketing for the NBC Sports Group, said last week.
In 2009, the last time NBC carried the Super Bowl, selling advertising was not so easy, and it had to keep at it through the weekend of the game. NBC left the 2008 Summer Games in Beijing with 85 percent of its Super Bowl advertising sold. Then the economy cratered.
“We really slogged through the last 15 percent,” Winter said. Not so this time. While the economy is not robust, advertising for major sports events is. “I never underestimate luck and timing,” he added.
NBC is also selling advertising on its live streamed broadcast of the game and on Super Bowl-related programming to be shown on the NBC Sports Network.
“Every advertiser in the Super Bowl has some participation across the board of the NBC Sports Group portfolio,” Winter said.
The ability to sell advertising at enormous prices for a game that will reach over 100 million viewers is one reason NBC agreed last month to a nine-year deal that starts in 2014 with the N.F.L. and will cost the network an average of $950 million annually. The contract guarantees NBC three Super Bowl broadcasts.
12 Ads that Changed Super Bowl Marketing – AdAge, Jan 9, 2012
Save your complaints. We’re not choosing the best or worst ads in Super Bowl history, just the ones that advanced the niche practice of Super Bowl marketing. Whether they pushed the pop-culture envelope, captured consumer attitudes for a moment or forced changes in how the big game’s ads are run, the following represent the commercials we think spurred the most movement.
WHAT: An athlete hurls a sledgehammer against a “Big Brother” figure in an Orwellian state. The ad suggested revolution was in the air, just asApple introduced its Macintosh computer and prepared to take on the staid IBM.
WHY: Super Bowl ads have always made us laugh. This one made us think.
WHAT: Brother Dominic finishes the arduous task of duplicating an old manuscript when his supervisor tells him to come up with 500 more copies. He finds his way to a secret Xerox shop. Upon his return with a stack of copies, his superior proclaims, “It’s a miracle!”
WHY: Making fun of a religious order? Irreverent. And a big step toward some of the more ribald humor of today.
WHAT: Bottles of Bud Light square off against bottles of Budweiser in this stop-motion-animation football classic that lasted several more years.
WHY: Why run a single ad when you can run a commercial that lasts the whole game? While “Bud Bowl” is often satirized today, at the time it showed that an advertiser could devise something bigger around the Super Bowl than a couple of 30-second commercials.
WHAT: MC Hammer and the late Ed McMahon hold forth for the practice of turning in jewelry to get much-needed dinero.
WHY: The Super Bowl was long thought of as an event reserved for blue-chip advertising. In the middle of a severe recession, however, the appearance of a marketer more traditionally associated with direct-response advertising shattered that convention forever.
WHAT: A series of kids stare at the camera and discuss the shattered dreams that await them in the workplace, including growing up to be a “brown nose,” clawing one’s way to middle management, or being forced into early retirement.
WHY: Humor tinged with cynicism suggested that Super Bowl audiences were more sophisticated than anyone had dreamed.
WHAT: An ad clocking in at a whopping two minutes (!!!) trumpets the return of the U.S. automotive industry (and Chrysler) by introducing the slogan “Imported from Detroit.”
WHY: A bold maneuver–Fox had to rearrange its ad load for last year’s Super Bowl broadcast because of the length of the spot–showed that, once again, anyone willing to spend big can shake up the typical Super Bowl marketing formula.
WHAT: The brewer’s iconic team of horses journeys to the Hudson River, where they bow in deference to a city that had been struck by the 9/11 terrorist attack just months earlier.
WHY: The spot offered proof that Super Bowl ads can do more than just sell or make us laugh.
WHAT: A bunch of white men drug a Kenyan runner and shove Nike shoes onto his feet while he lies unconscious. Upon waking, the runner is horrified and tries to shake the sneakers off.
WHY: Just For Feet was accused of being racist, but the ad appears to have given others leeway to marginalize other cultures during the Super Bowl. Just ask SalesGenie (2008) or Groupon (2011).
WHAT: A marksman takes aim at a Master Lock, which is damaged by the shot but still holds fast.
WHY: Sometimes, the simplest image is the most effective. This one worked so well for the company that it ran the same spot for nine years..
WHAT: A group of cowpokes takes to the plains to herd hundreds of scattered felines.
WHY: This visually dazzling spot showed the increasing importance of special effects and digital manipulation to Super Bowl advertisers..
WHAT: The marketers behind the cheesy Frito-Lay chip ask amateurs to create Doritos ads for the Super Bowl, and then run them with little gloss.
WHY: It proved a solid spot could come sans big-production values, special effects and big ad-agency geniuses. (In 2007, Chevy and NFL also bowed user-generated ads.).
WHAT: After an infamous gaffe involving Oprah Winfrey’s name at the 1995 Oscars, Mr. Letterman got the talk-show diva to appear with him in a CBS promo during the 2007 game. Three years later, he topped himself, convincing rival Jay Leno to join Ms. Winfrey and him in another spot.
WHY: TV-network promos used to simply tell us what time a show was coming on. But CBS’s masterful effort proved they can spur as much chatter as some branded Bowl ads..
10 Best Super Bowl Ads of All-Time
Here at Co.Create, we’re firm non-believers in the “things were better back in the day” school of thought. Things, creativity, life, tend to generally get better.
It seems as though the hype around Super Bowl advertising has grown in inverse proportion to the quality of the commercials. This is because at some point, someone figured out a Super Bowl formula, and the formula, once a handy guideline, became an overused recipe for winning increasingly meaningless AdMeter status. The broad comedy, the set-up/payoff/kicker structure that advertisers like Budweiser used to such great effect through the years were copied too many times with too few, and too slight, ideas at the core. Spots started to look the same, which is not what you want when you’re spending $3.5 million for media time. Of course there are always exceptions–brands that make the most of the scope of the media venue and the nature of the audience, but don’t forget to be original and entertaining. And there will be this year too.
Here, in anticipation, a rundown of some of the best modern-day Super Bowl spots (i.e., spots from the last several years, so no “Mean Joe Green” here. Those were different times). Use them as a yardstick against which you can measure your disappointment with most of this year’s crop of ads, or as a promise of the inevitable, rare moments of excellence that await us in Super Bowl XLVI.
This 2007 spot from Saatchi & Saatchi New York and director Calle Astrand marked the first time P&G had sent Tide to the Super Bowl. And the brand came ready to play, with a spot that was accessibly hilarious without being vulgar.
Coca Cola “It’s Mine”
A big production number that retains charm, this 2008 spot from Wieden + Kennedy and director Nicolai Fuglsig (who is set to helm the upcoming feature Brass Monkey) is pure Coke.
Coca-Cola bonus entry: “Videogame”
Not as high profile as some of Coke’s other ad efforts, but a treat nonetheless.
Audi wasn’t afraid to go a little dark with its 2008 Super Bowl entry. The spot, from Venables Bell & Partners and director Noam Murro spoofed one of Hollywood’s most famous movie scenes to introduce the badass R8.
NFL “American Family”
The NFL salutes fans, and the TV families we wish we had in this 2011 spot from Grey New York.
Chrysler “Born of Fire”
This two minute epic from Wieden + Kennedy and director Sam Bayer was an audience favorite when it appeared in last year’s game and went on to win an Emmy for best commercial. The spot introduced the line “Imported From Detroit” and the idea of restored Detroit pride and maybe, possibly, factored in to Chrysler’s more upbeat sales results in 2011.
VW “The Force”
Agency Deutsch released this Lance Acord-directed spot online ahead of Super Bowl XLV, which didn’t deter it from becoming a game-day favorite and going on to 50 million views online. VW is back this year with Acord and with another Star Wars-themed spot. The agency recently launchedthis canine-driven teaser, directed by Keith Schofield.
Google “Parisian Love”
Google’s founders once said it would be a cold day in hell before they’d do TV advertising. Well, things got chilly in 2010 when the company debuted this simple spot (which was created and ran before Super Bowl XLIV) and the cold snap has only continued as Google has gone on to become a major online and TV advertiser.
Pepsi “Refresh Project”
Yes, it’s a trick answer. Because Pepsi didn’t advertise in the 2010 Super Bowl. Instead, it took its $20 million and, with agency TBWAChiatDay L.A., started a campaign to fund grass roots social and environmental ventures. The brand took some heat from Monday morning quarterbacks, but this was a big moment in marketing and one that will continue to influence brands’ media and social priorities.
This spot can’t compete with some of the others here on laughs, but this 2009 spot, from Goodby Silverstein & Partners was one of the best in the game. Coming as it did in the teeth of a poop-your-pants scary recession, the spot offered an era- appropriate message. The Jeff Bridges voice-over told us that if you bought a Hyundai and the lost your job, you could return the car with no hard feelings or hurt credit.
And, oh hell, we can’t resist: Here are some favorites from further back, just because.
Agency: Goodby Silverstein & Partners; Director: Bryan Buckley
Agency: DDB, Chicago; Director: Charles Stone III
Monster “When I Grow Up”
Agency: Mullen; Director: Bryan Buckley
EDS “Cat Herders”
Agency: Fallon; Director: John O’Hagan
Agency: TBWAChiatDay; Director: Ridley Scott
It’s Super Bowl advertising season, there’s a lot at stake – not just for the NFL but for the advertisers and sponsors of one of the largest sports and entertainment spectacles there is. BIG DOLLARS, SUCCESS OR FAILURE. Following is a listing of great articles about what companies are doing and what’s happening in the advertising, sponsor and media world heading to the Big Game. Enjoy.
What Reality TV Stars Can Teach Us About Branding, Marketing and Building an Audience
Ray Bradbury in his 1953 book Fahrenheit 451 predicted a world where we’d watch giant televisions the size of a wall and we’d participate in these shows with the “neighbors,” as he called them. Years later, that’s exactly what people are doing. Reality TV is no longer something out of a sci-fi novel but part of Main Street culture that has changed whom we admire, what we buy and how we purchase it.
Nobody admits to watching reality shows and yet half of the top 10 TV shows last year were from among that category, which includes such entertainment juggernauts as Jersey Shore, The Bachelor, andMillionaire Matchmaker. But the creation of the “famous for being famous” has never been more chronicled, criticized and epitomized than in the No. 1 reality show Keeping Up with the Kardashians, and its No. 1 star, Kim Kardashian.
“I watch that show and others for a mix of things,” says Jacqueline Carly, creator of the popular fitness blog Fitarella.com. “Depending on which show, it is part superficial fantasy–the clothes, the travel, the celebrity life–and sometimes, it’s the ‘train wreck’ aspect of it. And sometimes I find that I actually like the people.”
But even if you’re not watching it, still not admitting it, or even are offended by the very concept of it, you can’t deny the impact that these celebrities have had on marketing, branding and potentially your very own business.
“You Don’t Have to Be a Star (To Be in My Show)”
Fortune 500 companies and Madison Avenue used to compete for the most famous celebrities and most successful athletes to lend their names and endorse their products.
Today, advertising agencies are seeking out reality stars, not for a staged endorsement of their brands but a genuine adoption of their products.
Reality stars have become 24-hour billboards for what they wear, what restaurant they visit or what drink they hold in their hand. These celebrities are paid huge sums just for appearing at a hot Las Vegas nightclub or a high-profile New York restaurant. Even online, reality celebs can be paid as much as $10,000 to write a sponsored Tweet.
Would You Like Them to Tweet for You?
Leonardo DiCaprio and Beyonce Knowles may be paid millions of dollars to film a commercial, but reality stars have millions of captive fans on Twitter or Facebook to spread the word about how great your product, service or company might be.
Reality stars represent a new genre in marketing, where real people can become instant celebrities. Their talent is carefully crafting their celebrity brand, and their business plan is parlaying that fame into lucrative spinoffs and large loyal followings. Their fame is not based on being elite, mysterious or inaccessible. Quite the contrary; it’s built upon their constant connection with their fans.
Andy Warhol once said, “In the future, everyone will be world famous for 15 minutes.” Kim Kardashian turned her 15 minutes into six years, 17 million online fans and almost $65 million last year alone. In 2011, the Kardashian family’s various business ventures are said to be worth $1 billion, and growing, according to the Hollywood Reporter.
From housewives to dancing hunks, there are plenty of people working on being famous enough to become a celebrity endorser. Bethenny Frankel, from The Real Housewives of New York, has gone from reality-star endorser to a Forbes magazine cover success story as she sold her Skinnygirl cocktails line to Beam Global in 2011, with the sale estimated at $120 million.
According to the L.A. Times, Mike “The Situation” Sorrentino from Jersey Shore made news with the first possible reverse endorsement, when Abercrombie & Fitch asked “The Sitch” to stop wearing its preppy, California-inspired clothes.
There are plenty of others you may have missed as well, such as singer and sometimes actress Jessica Simpson selling edible cosmetics, or our favorite–Paris Hilton selling a line of canned champagne (classy!) named Rich-Prosecco.
What Do Reality Stars Mean to Us?
If this were a cover story featuring Tom Brady, you wouldn’t have batted an eye. Sports stars are often the meat and potatoes of any article about succeeding, because we all get to witness their exploits in a very public way (and of course, sports figures have been endorsing products for decades). But there are a lot of similarities in how we think about sports stars and how we think about reality stars.
The question is, should these reality stars earn more respect because they succeeded without the obvious talent of far more accomplished athletes or performers? Or should we realize that it simply takes a different type of talent to promote, brand and market yourself when you will never win an Oscar or compete for a gold medal?
In either case, consciously or otherwise, we use these people as avatars for parts of our lives better left to fantasy. When Tom Brady orchestrates another touchdown, Patriots fans feel a stir of chemicals that mimic the success they’ve witnessed on the screen. Something physical happens when we watch a meaningful sports event.
It turns out that we have similar experiences with reality shows. We feel upset when someone we’ve come to care about on Survivor gets voted off the island. We feel elated when the guy we’re rooting for onDancing with the Stars wins. (Hooray for J.R. Martinez!)
In essence, people invest the same amount of emotions into their entertainment icons as they do in their sport or celebrity heroes. With superstar athletes, we get to play with them only when they play. But with reality stars, we get to play with them every day and become emotionally attached to their success, failures, talents and shortcomings. Some reality stars know how to capitalize on the opportunity to make an even deeper impact on people, and some become Richard Hatch, the “I won’t pay my taxes” felon fromSurvivor.
Can We Capitalize as Well?
You don’t have a reality show and you probably don’t want one. But you have much more in common with your reality counterparts than you realize.
If you have a website or a storefront, then you have a showcase–a show, if you will. If you are the owner, manager or face of the business, then you are a star to your customers. And if you have a Facebook or Twitter page, then you have an audience–to connect, promote and develop a relationship with that goes far beyond a sale or a daily transaction.
The difference between you and a reality star is that these celebs take responsibility for building that relationship and turning that customer relationship into a following.
And this brings us to what matters most–why this kind of marketing works and how you can do something similar to advance your business. Let’s revisit Kim Kardashian, the poster child for celebrity marketing.
Why has she continued to capture the public’s attention when other reality stars disappear before the commercial break? Despite the bad press that the divorce brought, Kardashian herself managed it well–mostly because she was truthful and transparent.
“I honestly feel that I’ve gotten to where I am–with sales of my fragrance, the QVC line, our various products and the success of our Dash stores–because I listen to my fans,” Kardashian tells SUCCESS. “I have such a personal relationship with them. Being very involved in social media, I feel a real connection with my fans.”
Doing Business with a Little “Reality”
1. Think Big Picture
With a reality star, their connection with the customer starts with the show, moves to social media, and then slides into home with the sale.
You’ve created the showcase, now how do you use Facebook and Twitter to help you improve your business? What do the most successful reality stars do to build traffic and a community?
Simple. They respond.
A quick look into the social media accounts of reality stars such as Kelly Osbourne and Kendra Wilkinson shows that their key is creating a two way street, replying to people much more often than most traditional celebs, and yes, they do their own tweeting.
Spend even 10 minutes on Lauren Conrad’s (MTV’s The Hills) blog and you’ll see she isn’t just blurting out slices of her life. She’s building a community and responding to people. It’s one part doing the work of being fabulous, and nine parts nurturing your community.
Be there before the sale to talk about whatever it is that might interest your buyer. Talk with people about themselves and what they’re into, not what you’re selling.
2. Work Hard, Work Smart
The Kardashian work ethic is the real deal. She’s Type A like her mom, Kris Jenner, and all go. “I swear my friends call me a robot,” Kardashian tells SUCCESS. “I’m up every day at 6 a.m. I get up and I’m motivated. I’m truly your definition of a workaholic. I love working. It sounds so cliché and simply to say hard work is the key, but it’s true. Hard work always pays off.”
You also have to work smart. A retail or online store that builds a brand and a relationship will be far more successful than a businessperson who only works hard at creating a sale.
Amazon paid almost $1 billion to buy Zappos, not because Zappos had the best shoes, but because they had learned how to build the strongest customer relationships.
No matter how hard you work, you can never work 24 hours a day. But your webpage and social media pages will. Your product may speak for itself, but your customers will be speaking to each other. Always build relationships and value, and you will develop a following for your business and not just a product line.
3. Be Everywhere
For you, everywhere can be your own backyard. Your community is your world, and if you are a small-business owner, you need to own your own ZIP code, town and neighborhood. Join the local chamber of commerce, chat up local mom meet-up groups to sample your products, source lead-generation companies that base their data base on ZIP codes or find other ways to make yourself known locally.
“Everywhere” also means taking advantage of the social web. As we said above, use social media tools to brand yourself and build two-way relationships. Take specific steps to be consistent across social media platforms. For example, use the same, good-quality photo of yourself (not your logo; people follow people) and add a catchy tagline for your business for Facebook, Twitter, Google+, LinkedIn and other industry-related forums you might read. Respond to all comments you get, and offer more interesting content about your expertise than sales pitches for your products. The more you can build relationships on this platform, the better will be your chances of stretching out your success.
The most successful advertising messages have always been those that emphasized a brand and not a product. Apple sells a culture and not a widget. Kashi creates a community instead of a need.
Start messages with what you can’t do instead of promises of what you can do, and your customers will want to do it with you.
4. Be Transparent and Honest
In today’s world, the only way to keep a secret is not to have one in the first place. Information travels so fast today that people know what we are thinking long before we even have a chance to apologize for it.
Social media sites are the new lie detector tests. Lying to 10,000 people at a time is something you want to stay away from.
People and companies make mistakes–sometimes spectacularly. And there are two ways you can deal with it. You can stay defiant and lose your job or business (BP’s initial “What Oil Spill?” stance), or be honest and remorseful and keep on working (Nike’s “Earl and Tiger [Woods]” commercial).
Customers buy from someone they trust, someone who gives them the right information, no matter what the consequence or inconvenience. You never build that belief by only giving your customers information when it is easy and self-serving. You build it when it is in their best interest, even when it is at your expense.
5. Be Authentic
We’ve seen mainstream celebrity endorsements for a long time. Most recently, watching Jennifer Lopez drive up to the American Music Awards in a new Fiat 500, the response was almost an immediate “Huh?” and then a sudden disconnect. J-Lo doesn’t drive; she gets driven. And hit songs to the contrary, Jenny from the Block she’s not, so the decision to have her driving through the Bronx was a poor one–and when the news hit that it wasn’t in fact the Bronx but a Hollywood set, the ad has been widely ridiculed.
In one blog post we found about this: Suzanne Vara from Kherize5 pointed out that there was a huge difference between J-Lo and her Fiat and, say, Eminem promoting Chrysler for Detroit, where he’s from. We might not believe that Eminem drives around in a Chrysler, but we know that he lives and bleeds Detroit, and that he would be very keen on promoting the city, and so it works.
Know to whom your product speaks. Know to whom you are speaking. And most important, know your own and your product’s limitations. Authenticity begins with setting the right expectations.
6. Be the Brand
Reality stars don’t just sell branded products. They use them, wear them, talk about them and share them with friends. Every public appearance and photo shoot is an opportunity to display one of their products. A trip to a Starbucks becomes a strategic move instead of a cup of coffee.
The most important part of learning from how reality celebrities are parlaying their fame into business success comes down to this: Be your own brand and be it all the time.
There are two ways small-business owners fail to incorporate this advice. One way is that they live the brand silently. You sweat for your company, but no one really knows much about it because you’re modest and quiet. That’s great. Be modest, but don’t ever miss a chance to be helpful to others. For loads of advice on how to do this, see Cultivating Visibility on SUCCESS.com.
The other way small-business owners do this a bit backward is that they sell too hard on the product side and not the side where we make the buyer the hero. It is one thing to show off the products you promote, but to make people want to use the products to tell their own stories: That’s the golden opportunity.
Is This a Model for You?
Many business owners and professionals might shrug this all off and say, “This wouldn’t work for my business.” You might say, “We’re a bit more traditional than that.”
After all, are reality stars really an appropriate role model for our success? In some ways, it would be easy to dismiss reality stars as people with little talent and a lot of luck.
Just as the popularity of game shows, soap operas and variety shows has faded through the decades, so, too, will reality television. But this marketing genre that reality stars have created is firmly planted among the best practices we know, which stand the test of time.
Reality shows may not always be real life, but then, why let that get in the way of doing excellent business?
With this announcement imminent, look for McDonald’s Canada to start a London 2012 program activation shortly. They have been a sponsor of Canadian Diver Alexandre Despatie for years and will likely announce new additions to Team McDonald’s shortly.
BERLIN | Tue Jan 10, 2012 4:33am EST
(Reuters) – Fast food chain McDonald’s and the International Olympic Committee (IOC) are close to agreeing a new, eight-year sponsorship contract and the deal could be sealed this month, the IOC’s marketing chief said on Tuesday.
McDonald’s, whose contract runs out after this year’s London Olympics, and IOC officials will meet in Austria during the Innsbruck Youth Olympics starting Friday to finalize details.
“The situation is positive and I don’t see any obstacle. We are very close,” IOC marketing commission chairman Gerhard Heiberg told Reuters. “We will meet in Innsbruck and finalize everything. Hopefully we will sign the contract there.”
Heiberg said the new, four-Games deal would include the 2020 summer Olympics, which have yet to be awarded to a host, as well as the 2014 winter Games in Sochi, the 2016 Rio de Janeiro Olympics and the 2018 Pyeongchang winter Olympics.
McDonald’s is one of 11 top sponsors who contribute an estimated $100 million each for every two-Games package of one winter and one summer Games though the IOC does not release details on individual deals.
The company has been an official sponsor since 1976.
Dow Chemical Co. and Procter & Gamble joined the list of sponsors last year.
Atos Origin, Panasonic and Samsung have extended their partnerships until Rio while Coca-Cola, Visa, Omega, Dow, GE and Procter & Gamble have signed deals until the 2020 Games.
Heiberg has said he does not want to see deals go past 2020 as the IOC plan to reform their top sponsorship program beyond that date.
Noting from McDonald’s Canada Website:
o McDonald’s first became involved with the Olympic Games by airlifting hamburgers to athletes competing in Grenoble, France in 1968.
o McDonald’s became an Official Sponsor of the Olympic Games for the first time during the 1976 Olympic Summer Games in Montreal. From 1988 to 1994, McDonald’s was the sponsor of National Olympic Committees in several countries around the world.
o In 1996, McDonald’s extended its long-standing commitment to the Olympic Movement by joining the Top Olympic Program (TOP) and becoming a Worldwide Sponsor. This was the first time in the history of the Olympic Games that a branded restaurant operated in the Olympic Village.
Since that time, McDonald’s has provided foodservice for athletes around the world at the Summer and Winter Games. We send our own crew members from around the world to each Olympic Games to serve athletes in the McDonald’s restaurant located in the Olympic Village.
McDonald’s Canada activates their Olympic sponsorship by supporting a selection of elite Canadian athletes and linking these associations with Ronald McDonald House. The Team McDonald’s consists of:
Via P&G News Releases – January 9, 2012
BOSTON–(BUSINESS WIRE)–Gillette, a P&G brand, today introduced a team of 24 world-class athletes from 18 countries that will represent the world’s leading male grooming brand at the 2012 Olympic Games in London. The athletes include Roger Federer of Switzerland, Ryan Lochte of the United States, Lin Dan of China, Emmanuel Ginobili of Argentina and Sir Chris Hoy of Great Britain. Each of these athletes will participate in activities to help inspire and encourage future generations to achieve greatness through great starts in athletics – and in life.
The Gillette campaign will be the first program launched as part of P&G’s far-reaching 10 year partnership with the Olympic Movement. “We think Gillette’s program is the perfect start to P&G’s Olympic Games Program,” said Marc Pritchard, P&G Global Marketing & Brand Building Officer. “Between them, these athletes have earned 18 world records and 55 world championships and they embody the commitment to excellence that inspires us as a company.”
The selected athletes exemplify Gillette’s conviction that in athletics, and in life, a great start can make all the difference. The key to success in many sports can be linked to proper preparation and an athlete’s action in the first milliseconds, not necessarily the final moments of the contest. Gillette hopes to inspire future generations of Olympians by telling powerful, personal stories that illustrate the importance of a great start from the athletes’ perspective. The campaign will also reinforce Gillette’s role in helping more than 800 million men around the world begin their day with a close, comfortable shave, a key part of their grooming ritual that helps them give them a great start to their day so they can look, feel and be their best.
Research shows that early inspiration and support through coaches, local clubs and community centers can help fuel a child’s success in life.* Gillette and the athletes will recognize an organization that gave him a great start and make a contribution or participate in a series of activities ranging from coaching, training sessions and workshops at their local organizations leading up to and immediately after The Olympics to help give future generation of Olympic hopefuls a similar opportunity.
“I have seen firsthand how a program with early involvement positively impacts a young person’s life,” said Gillette athlete Roger Federer. “The athletes working with Gillette have a great opportunity to inspire young athletes to greatness.”
“The Gillette ambassadors exemplify the importance of a great start in life and in their athletic events,” said Patrice Louvet, P&G president of global grooming and shave care. “We are pleased to welcome this outstanding team of athletes to the Gillette family. Together, we hope to make a real difference in the lives of young athletes around the world.”
The following athletes from around the world are united with Gillette in this effort:
Felipe Franca Silva
Peru, Athletics (Middle Distance)
United States, Swimming
Sir Chris Hoy
Great Britain, Cycling
United States, Athletics (100m)
Great Britain, Swimming
|* *additional athletes to be named later|
P&G’s global partnership with the IOC in support of the Olympic Movement reaches through the next five Olympic Games from London 2012 through the 2020 Olympic Games.
In addition to Gillette’s sponsorship of these elite athletes, P&G is supporting the person who has made it possible for them to realize their Olympic dreams: mom. As the Proud Sponsor of Moms, P&G helps moms every day with brands that make life a little easier. As part of the London 2012 Olympic Games, P&G’s ‘Thank You, Mom’ campaign will help improve everyday life for more than one million moms around the world with a commitment to raise $5 million to support youth sport. P&G will also help thousands of moms of Olympians experience The Olympics with their children by providing services and event tickets in London.
*Harris Survey of Boys & Girls Club Alumni, interviews were conducted from Nov. 15, 2006 through March 16, 2007
About Gillette’s Sports Heritage
In the early 1900s, Gillette had the vision to see the value in connecting the brand with top-tier sports and athletes. This was a key strategy that helped the company grow into the world leader in the male shaving category. Gillette was welcomed into many U.S. homes through the historic televised broadcasts of the Gillette Cavalcade of Sports. Throughout the years, Gillette added signature events in the U.S. including championship boxing matches, college football Bowl games, Major League Baseball, PGA Tour® and the Kentucky Derby. Gillette sponsored international events including FIFA World Cup, Rugby, the Gillette Cup in Cricket and Formula One. In 2002, Gillette announced an agreement for the exclusive naming rights to the home stadium of the three-time Super Bowl Champion New England Patriots of the National Football League. Throughout the mid 2000s, the brand continued innovative marketing programs with international sports stars throughout the world. Today, Gillette continues its sports heritage tradition with sports marketing programs implemented in many regions throughout the world.
About Procter & Gamble
P&G touches and improves the lives of about 4.4 billion people around the world with its portfolio of trusted, quality brands. The Company’s leadership brands include Pampers(R), Tide(R), Ariel(R), Always(R), Whisper(R), Pantene(R), Mach3(R), Bounty(R), Dawn(R), Fairy(R), Gain(R), Pringles(R), Charmin(R), Downy(R), Lenor(R), Iams(R), Crest(R), Oral-B(R), Duracell(R), Olay(R), Head & Shoulders(R), Wella(R), Gillette(R), Braun(R), Fusion(R), Ace(R), Febreze(R), and Ambi Pur(R). With operations in about 80 countries, P&G brands are available in more than 180 countries worldwide. Please visithttp://www.pg.com for the latest news and in-depth information about P&G and its brands.
Super Bowl. More Sponsors Buying Longer Berths; A Push Toward ‘Storytelling’
Very interesting article by Brian Steinberg AdAge.
Storytelling is imperative in advertising – especially when presenting however, adapting to the “click” world it’s a very tough challenge. What old is new again. Do it right, it works – evidence, check out what Ralph Lauren has done and yes, when fully integrated into your media mix including digital, you will see results. Stay tuned, more on this topic to follow.
More long-form ads should mean more storytelling, although matching the epic ‘1984’ remains a tall order.
Often accustomed to making a short handoff in 30 seconds, some Super Bowl advertisers are considering a longer pass.
Perhaps inspired by the two-minute 2011 Super Bowl ad from Chrysler, in which the automaker boasted that its vehicle were “Imported from Detroit” while rapper Eminem toasted in the background, a handful of the sponsors for Super Bowl XLVI have bought time for commercials longer than the standard 30 seconds.
“One of the things you’ll see this year is an incredibly great amount of longer-form commercials,” said Seth Winter, senior VP-sales and marketing at NBC Sports Group, overseeing ad sales for NBC’s Feb. 5 broadcast of the event. “You’re going to see the art form of storytelling take on a greater role in the Super Bowl.”
To date, only Volkswagen has said it is running something longer than 30 seconds. The automaker, which must work hard to beat its popular kid-as-Darth-Vader spot, which launched during the 2011 Super Bowl, has said that it will run a 60-second spot.
Once known as a haven for so-called spectacular advertising — commercials so attention-grabbing and cinematic that they could stop a roomful of partying viewers in their tracks — the Super Bowl has come to rely more on commercials designed for easy laughs from drunks at the back of the bar. Crotch-biting dogs (Bud Light), scantily-clad women (GoDaddy), entreaties from Ed McMahon and M.C. Hammer (Cash4Gold.com) and ads-on-the cheap resembling YouTube clips (Doritos) have been the recent fare.
Some marketers have tried to emulate what is often viewed as the best Super Bowl commercial of all time: Apple and TBWA/Chiat/Day‘s 60-second “1984,” which introduced the Macintosh computer and invited viewers to cast off the yoke placed on them by tech conglomerates such as IBM.
In 2000, tech company EDS, now part of Hewlett-Packard, raised eyebrows with a 60-second spot from Fallon that parodied a Western, with cowboys trying to herd hyperactive cats. In 2008, Coca-Cola likewise offered up a visually stunning ad from Wieden & Kennedy showing Macy’sThanksgiving Day Parade balloons fighting over a can of the soda.
Technological change may be encouraging more companies to go for a show-stopper. Giant but affordable TV screens provide a more appropriate canvas for epic ads and a better chance to catch the eye of audience members who tend not to pay attention during commercial breaks. Marketers may also be more motivated to invest time and resources into spots they know will live on YouTube and Hulu long after the game is over.
Project: Tylenol Winter and Summer Olympic Sports Program
Challenge: to increase brand equity, hype new product news, and increase sell-in/sell-through of product.
Solution: Sponsorship of National Sport Governing bodies. Rowing Canada, Speed Skating Canada.
Unifying idea: everyone wants relief from pain and what it does.
Download PDF: Tylenol Olympic Program History
[yframe url=’http://www.youtube.com/watch?v=Zk1P0kHGskE’] [yframe url=’http://www.youtube.com/watch?v=a001p-eKu3w’] [yframe url=’http://www.youtube.com/watch?v=CjKlHHkzZcE’] [yframe url=’http://www.youtube.com/watch?v=PD1KllzsrcQ’]
Visa inks an extension to remain a proud sponsor of the NHL and NHLPA
Renewed sponsorship reinforces Visa’s commitment to one of Canada’s favourite pastimes
TORONTO, Nov. 28, 2011 /CNW/ – Visa Canada is celebrating Canadians’ passion for hockey as it announces, together with the National Hockey League Players’ Association (NHLPA) and the National Hockey League (NHL), concurrent deals that will see Visa continue as a proud sponsor of the NHL® and NHLPA in Canada for an additional three years. The sponsorship also designates Visa as the official payment card of the NHLPA and NHL® in Canada.
“Visa is proud to remain a sponsor of the NHL and NHLPA,” said Brenda Woods, Head of Marketing, Visa Canada. “Through this sponsorship, Visa cardholders will have access to a number of exciting opportunities and offers that will help them enjoy and connect with Canada’s most beloved sport.”
“Partnering with the Visa brand, a leader in Canadian payments, is exciting for the NHL,” said Kyle McMann, Vice President of Partnership Marketing for the NHL. “Through this strategic alliance, we will continue to develop and execute unique, appealing programs that will provide hockey fans new ways to engage with the game they love while providing tremendous value to Visa cardholders.”
“The NHLPA is excited to work with Visa, an organization that is a strong supporter of amateur and professional sports in Canada,” said Mike Ouellet, NHLPA Chief of Business Affairs. “NHLPA members look forward to continuing to collaborate with Visa to bring unique hockey experiences to fans across the country.”
The sponsorship gives Visa the chance to develop programs to engage and excite Canadian hockey fans across the country.
In celebration of the passion and loyalty of Canadian hockey fans, Visa launched a popular program called Hockey Love Hurts during the 2011-12 NHL season. With Hockey Love Hurts, Canadian Visa cardholders had the opportunity to win a variety of NHL-related prizes by pledging allegiance to their favourite NHL team at www.hockeylovehurts.ca. The program provided Visa cardholders who signed up with real-time offers to help get them through the ups and downs of being a fan during the NHL regular season. Visa cardholders can expect new and exciting programs as Visa’s sponsorship of the NHL and NHLPA continues.
Visa’s ongoing support of the NHL and NHLPA strengthens Visa’s commitment to amateur and professional sport inCanada. In addition to its global sponsorships of the Olympic and Paralympic Games and FIFA, Visa is a proud supporter of its Canadian Team Visa athletes who will represent their country at the London 2012 Olympic and Paralympic Games.
Visa is a global payments technology company that connects consumers, businesses, financial institutions and governments in more than 200 countries and territories to fast, secure and reliable digital currency. Underpinning digital currency is one of the world’s most advanced processing networks–VisaNet–that is capable of handling more than 20,000 transaction messages a second, with fraud protection for consumers and guaranteed payment for merchants. Visa is not a bank and does not issue cards, extend credit or set rates and fees for consumers. Visa’s innovations, however, enable its financial institution customers to offer consumers more choices: pay now with debit, ahead of time with prepaid or later with credit products. For more information, visit www.corporate.visa.com.
About the NHL
The National Hockey League, founded in 1917, is the second-oldest of the four major professional team sports leagues in North America. Today, the NHL® consists of 30 Member Clubs, each reflecting the League’s international makeup, with players from more than 20 countries represented on team rosters. According to a Simmons Market Research study, NHL fans are younger, more educated, more affluent, and access content through digital means more than any other major professional sport. The NHL entertains more than 250 million fans each season in-arena and through its partners in national television (VERSUS, NBC, TSN, CBC, RDS, RIS, and NHL Network(TM)) and radio (NHL Radio(TM), Sirius XM Satellite Radio). Through the NHL Foundation, the League’s charitable arm, the NHL raises money and awareness for Hockey Fights Cancer(TM) and NHL Youth Development and supports the charitable efforts of NHL players. For more information on the NHL, log on to NHL.com.
About the National Hockey League Players’ Association
The National Hockey League Players’ Association (NHLPA), established in 1967, is a labour organization whose members are the players in the National Hockey League (NHL). The NHLPA works on behalf of the players in varied disciplines such as labour relations, product licensing, marketing, international hockey and community relations, all in furtherance of its efforts to promote its members and the game of hockey. In 1999, the NHLPA launched the Goals & Dreams fund as a way for the players to give something back to the game they love. Over the past 11 years, more than 60,000 deserving children in 25 countries have benefited from the players’ donations of hockey equipment. NHLPA Goals & Dreams has donated more than $20-million to grassroots hockey programs, making it the largest program of its kind. For more information on the NHLPA, please visit www.nhlpa.com.
® NHL and the NHL Shield are registered trademarks of the National Hockey League. All Rights Reserved.
® Visa is a registered trade-mark of Visa.
(TM) NHLPA is a registered trademark of the National Hockey League Players’ Association. All Rights Reserved.