In Our Own Words
Don’t Touch The Jerseys
Communication planning, the art and science of finding opportunities that allow a brand to talk with their customers, has evolved dramatically over the last decade. New tactics that possess the ability to convey a brand’s value and benefits have emerged as the lives of consumers get more intense and hectic. As media planners we see everything in life as a potential communication vehicle, one which has the capacity to speak to people. But building the right strategy comes down to determining what makes sense for the brand, the campaign and the consumer.
Once in a while comes new territory in terms of media planning and a “new space” to start a conversation. At that point we have to determine if its right, if it makes sense, or if its crosses the line. Such is the case with the an article in Business Week that Renee Stuart, our Director of Media Buying, passed along last week. With the NBA owners getting together this month to discuss business, most of who claim to be losing money, a not-so-new topic will come up. Do teams allow logos on the most sacred of places – team jerseys.
This is where the consumer side of my brain chimes in to the conversation. I’m not an intense NBA fan but I’ve been to a few Hornets games and watched them on TV. (Honestly I watch and go to more LSU and Saints football games.) So, having experienced the games from both my couch and from the stands, I have to say that the commercialization of the game has reached its max. Signage and logos are everywhere. Endorsements and sponsorships are on every surface and corner that you turn. The audience gets its and, frankly, is probably over exposed. Making even more messages watered down and part of the noise. So when it comes to the jerseys, I have to ask that they be kept sacred. The players already endorse shoes, cars, clothing and anything else you can image. Jerseys do not need to be another billboard of messages. Leave that to the soccer leagues.
Read for yourself. And please speak up, we’d like to here your position.
Monday, April 09, 2012
by Eric Morgan
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- Media Buying Monopoly
- 15 Years
- Traditional Media - The People Paradox
- Magazines Still Have Value
- Why Launch A Magazine Now?
- A GRP is a GRP, right?
- A New Digital Dimension
- Don’t Touch The Jerseys
- Happy Six Month Anniversary to Me: Five lessons I’ve learned as an AMP/B at Morgan + Company
- Give Me Liberty or Give me A Do-Not-Track Button!
- I’m Just a Girl: Taking gender specific marketing to a whole new level
- Tweet Dat: How Social Media adds to the fan experience
- Social Media Hype Doesn’t Equal Viewership
- The NFL
- Why You Should Use Video In Digital Banner Ads
- Louisiana Gets Its Own Pandora.com Station
- Early Fall Viewership Numbers
- Let’s Be Totally Clear Scores a Major Victory in Alexandria
- Damien LaManna Speaks New Marketing Strategies
- Cookie Monster
- The Value of Experienced Media Planning & Buying
- Twitter’s New Ad Types
- Welcome Aboard Louisiana Office of Tourism
- New Tools, Same Approach
- Award Season Continues
- Awards Season
- Ad Spending on the Rise
- Time to move on?