With the Summer Olympics just a month away (July 27-Aug. 12), participating athletes, teams, coaches and marketing sponsors are awaiting the Games with baited breath. But others feel they have been baited into an unwanted situation.» 0 Comments
No, this isn't about the State of New Jersey or breeding Jersey cows or sordid activity "down the Shore," but rather the huge business of licensed apparel. As the recent kerfuffle between Nike and Reebok attests-the former won a judge's order temporarily blocking the latter from using Tim Tebow's name on New York Jets apparel-this is not a game for the faint of heart.» 0 Comments
As a marketing researcher who has seen more than my share of poorly executed research in the sports industry, I'll be among the first to advocate to clients about the importance of avoiding the trap of jumping to definitive conclusions off insufficient data. I've aimed my disdain at poorly constructed survey questions, and inappropriate sampling, as often as I've raised caution about the proper deployment of qualitative research. And while my company conducts a large number of focus groups and one-on-one interviews with sports fans and participants in facilities dedicated for these purposes, I'll caveat these engagements with a thorough ...» 0 Comments
Imagine you were trying to buy your first home (not a pleasant prospect at the moment, I know, but bear with me). However, the people who own the house at the moment refuse to tell you how much they paid for it three years ago. You also have no way of knowing what similar homes in the neighborhood sold for, other than a few rumors (that you have no way of verifying). Because you've never bought a home, you don't know whether it really is quite normal for you to have to pay for the closing costs and a vacation ...» 0 Comments
I just spent an exhilarating day at the Northeast Regionals of the Reebok CrossFit Games. The Regionals are a step in the process of naming the "Fittest Man and Woman on Earth." They're also part of a smart marketing initiative by Reebok to position itself as a leader in "The Sport of Fitness"-a phrase it is now using as a tag line in its marketing. This new initiative seems an obvious return to Reebok's fitness roots-not to mention a good way to carve out a unique identity in the competitive world of sports shoes and apparel.» 0 Comments
In 2010, Procter & Gamble signed two deals that arguably could be described as the most significant and as having the most marketing impact in the company's history, one to become a global Olympics partner with the International Olympic Committee, the other to become the "official locker room" marketing partner of the NFL.» 0 Comments
I spent much of the past week on one of my many pilgrimages to New York City - the media capital of the world. From the YouTube Brandcast event that highlighted the amazing effort Google is making to advance video content on the web, to the much more modest dinner roundtable event that my company hosted in the Village to discuss the dynamic between content context and audience targeting, I left the Big Apple more excited than ever to be a content publisher - that is, to be in the content-creation and audience-engagement business.» 1 Comments
The Great Atlantic & Pacific Tea Company is rolling out a new advertising campaign starring president and CEO Sam Martin, who walks through the stores explaining the improvements the chain is making as a result of its turnaround efforts. Themed "shopping just got a whole lot better," it marks the first time A&P will use one marketing effort for all its brands, including A&P, The Food Emporium, Pathmark, Superfresh and Waldbaum's. Digital components started last month; TV is launching now, with 30-second spots running in New York and Philadelphia, as well as on such stations as HGTV, E!, The Food ...» 0 Comments
Macy's is planning a special apparel collection with Nicole Richie. The limited-edition line is scheduled to be available in 100 Macy's stores and at Macys.com in September. Macy's says the clothing takes its inspiration from 1970s bohemian style, with plenty of jewel tones, "a bold peacock kaleidoscope, feather and deco chevron, while matte satin, velvet and chiffon fabrications." Prices range from $49 to $149. Richie, who has been the face for both Bongo Jeans and Jimmy Choo ad campaigns, is one of three mentors in NBC's "Fashion Star."» 0 Comments
