So first of all I apologize for the lack of updates, but as I’ve alluded to if you follow me on Twitter, the 80+ hour work weeks are really hindering my ability to blog. One of my jobs this summer entails teaching foreign scholars (over on a grant) about the great American sports brand. The following is some of my notes from three speakers discussing the connection between sports marketing and their brands.
Disney’s Wide World of Sports -John Bisignano
- You’ve heard that Disney doesn’t call their workers employees, but cast.
- This is because service starts with people.
- In Disney’s case, they have nine separate teams. This includes one just for hospitality. (Think about that, a whole team dedicated just to hospitality.)
- Why are they a cast? Because they want to tell a story. (Good marketing is telling the right stories isn’t it?)
- They want to touch the athletes at the grassroots level by having them participating at their facilities when they’re very young, throughout high school, at the collegiate level, all the way up until the pros (i.e. NFL training camp, spring training, etc.) –> They’re experiencing the brand throughout their life, it will continue to resonate.
- They try to find the rockstars and appeal to them (great companies hire rockstars)
- They have an ‘opportunity model’ which demands they uphold a high standard and eliminate roadblocks. (Example: They got criticized while hosting a huge soccer tournament for having bad referees so they implemented a referee academy.)
- Their marketing input exchange is about creativity, vision, integration and innovation (does your business practice these things?)
- They always strive to celebrate the athlete (do you celebrate your blog readers?)
- “Intelligent risks, tolerating mistakes, respecting boundaries of taste, and having the right people in the right place to make the right choices,” Bob Iger – CEO of Walt Disney Company, when asked how they continue to succeed.
Toyota – Keith Dahl
- Their ideology consists of making an emotional connection that leads to long term brand relationship. (Nothing new here, but certainly important to remind yourself if you’re on the right track sometimes, especially if your brand isn’t one that relies on impulse purchases).
- 2 of Toyota’s 4 primary goals with their sport marketing initiatives is to build relationships and create a dialogue with the consumer. (Most good brands know this, but there’s a lot of brands that seem incapable of doing this effectively.)
- Toyota aims to be relevant, resonant and distinct
- There are often certain gaps in sports, their brand can alleviate.
- For example, motorcross wants shade, internet access, etc.
- Toyota delivers tents, engagement signs where fans can write things, free lunch, pressure washing, wireless internet tents, etc. (They listen to their customers and they actually improved the sport of motorcross. A sport that is heavily affiliated with heavy duty pickup trucks.)
- They leverage partnerships building synergy with companies like Joe Gibbs Racing, the Dew Tour, and Bass Pro Shops.
- They’re willing to enter a market and stumble and learn in order to earn their stripes and become a major competitor (i.e. NASCAR)
- Obtaining advocates of their brand is the highest possible achievement for engagement marketing. (They’ve actually been featured in advertisements they were unaware of merely because of their goodwill towards motorcross, and other sporting relationships tied to the brand.)
Coca Cola – Joe Prys
- You have to connect whatever you’re trying to sell with the consumer. (There’s a reason all of these guys mention this eventhough it’s a given.)
- Coca Cola draws on and from the passion of the brand, but also of the person and of the experience.
- They do not consider there to be any mass markets, just lots of big niche markets. (This is a very interesting approach from a massive brand with a very wide reach.)
- It’s more than just 360 marketing, there has to be plenty of relavent contact points. (Are the contact points of Ryan Stephens Marketing clear?)
- Coca Cola is utilizing interactive media partners such as YouTube, Facebook, etc. (I hope some big brands get a late jump and still need a social media manager when I graduate in December.)
- The company’s philosophy is supposed to be, “big, bold and inspiring.” (What’s your company’s philosophy?)
- The hardest thing for a brand to do when interacting with respect to marketing (and I suspect with social media) is to remain cohesive across all mediums/platforms/locations, etc.
1.) Are you telling a story with your brand that engages your clientele, co-workers, readers? If so, are you stories consistent with your brand’s philosophy and goals?
2.) Do you know the rockstars in your industry? Have you reached out to them? If not, leave a response on their blog, shoot them a quick email telling them you admire their content, connect with them via linkedin, interview them, offer to write a guest post for their site.
3.) Are you creating dialogue on your blog, with your company? Chris Brogan does this as good as anyone I know. If you are, are you truly listening to what your consumers want, what your readers are saying?
4.) Are you constantly adding value to your industry, community, etc. (not just your company) without any expectations of return?
5.) What is your companies philosophy? Your touch points. Better yet, what does your company do in as few as 500 characters? Why don’t you try it in the comments section?