Jackie Woodward shared some thoughts on the most effective ways to reach consumers through sports — and other properties. She emphasized taking a pragmatic approach that puts a premium on a brand’s consumers. In other words, don’t fall in love with a particular property or opportunity without first answering this question: Is it relevant to your consumer?
She recommends the following steps to develop the best approach:
■ Consult consumer insights and data sources such as MRI-Simmons and YouGov to learn about your audience’s preferences.
■ Figure out your brand goals. Attracting new customers? Enhancing your relationship with existing customers?
■ Determine which marketing tactics will resonate most with your audience. Retail promotions? Game-day tie-ins? Ticket giveaways, discounts, special offers? Promotions on social media with the team/league/property? Broadcast ads/sponsorship?
“Many [consumer packaged goods] businesses also consider their retail customers as an audience,” Woodward said. “What resonates with them … may be different than consumers.” She added: “Consumers might be looking for taste or price or brand cachet. A retailer might be looking for tickets for an incentive program for their staff. Or display pieces (think about those huge Pepsi/Frito displays for Super Bowl) that’s going to make their store look cool or even better stimulate impulse purchase.”
