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Marketing and Sponsorship

LeBron Talks About Marketing Strategy As Part Of FSM Event At Fenway Park

Cavaliers F LeBron James was at Fenway Park Thursday "talking about his efforts to build a powerful individual consumer brand" with help from of Fenway Sports Management, according to Callum Borchers of the BOSTON GLOBE. Red Sox COO and Fenway Sports Group President Sam Kennedy as part of a private IdeaExchange event put on by FSM and SapientNitro said, "Whether it’s Beats, Kia, Progressive, or Dunkin’ Donuts, our role is to cue up opportunities for LeBron." Kennedy added James and LRMR Management Founder Maverick Carter "really believe in endorsements and business opportunities that are authentic, that are true to who LeBron is." Borchers notes Carter is the "creative mind behind campaigns like the series of 'Reestablished' ads for Beats headphones that are narrated by James’s mother and show the star forward working out at his former high school" (BOSTON GLOBE, 11/14). James also stressed to the invitation-only crowd of more 110 invited guests the need to remain fully authentic, particularly in social media. Because of that, he said he handles nearly all of his social media personally. "The consumer knows what’s real and what’s fake," James said. "You can’t shortcut" (Eric Fisher, Staff Writer).

GOING WITH THE FLO: Progressive Insurance CMO Jeff Charney said the “FloBron” digital marketing effort involving James and Progressive character Flo generated more than 110 million impressions on Halloween Day alone, and has continued to build into a fully fledged campaign entitled "Switch." But there remains no immediate pressure to generate incremental policy sales from "FloBron." Charney said, "For any marketer, it’s about restraint as opposed to shock and awe. You have characters for a long time. It’s patience. ... Ultimately we’ll convert. We have confidence. We’re not worried about that" (Fisher).

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