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Marketing and Sponsorship

SBJ Unpacks: How Brand Marketing Has Pivoted During Pandemic

Brand marketer Elisa Padilla, formerly CMO of BSE Global, says the COVID-19 pandemic has permanently changed brand marketing and warned C-suite executives that to stay on top, “You have to be forward thinking and innovative in what the world is going to look like post-COVID and how the pandemic has changed consumer behavior.” On the latest "SBJ Unpacks: The Road Ahead," Padilla spoke with our Andrew Levin about her time at BSE, bringing fans back to stadiums and how brand marketing has changed due to the pandemic.

On lessons learned at BSE Global:
Padilla: When you are launching a brand, you have to really do your research, understand who your potential audience is and really develop the brand voice that is going to be welcoming and showcasing how your brand is going to solve a void or problem for your consumers. The second would be that you have to build from the ground up. When we moved the Nets to Brooklyn, we took the approach that it was an expansion team, and we started at the grassroots level. Our campaign, “Hello Brooklyn,” was extremely successful. … Third, it’s about embracing the community and reflecting the community that you serve, not only from your product perspective, but also from diversity and inclusion to make sure that you’re part of a community.

On vaccination or a negative COVID test becoming a requirement to enter sporting events:
Padilla: It’s safety first. The same way that when you’re going through airport security that they ask you to take off your shoes, they ask you to remove everything, you know that those precautions are being put in place so you can be safe. As long as consumers are educated and they’re told what the expectations are upfront, I don’t see an issue, and I really believe … if you want to be in a safe environment, you’re going to do whatever is required of you because at the end of the day, the facility, the team, is looking at your best interests and putting that first, which is the way that it should be.

On how brand marketing strategies have been affected by the pandemic:
Padilla: Strategies have been impacted by the pivoting of brands, how brands have been able or haven’t been able to pivot to tell their brand story in the most-relevant way to what consumers are going through. At the end of the day, the world today is so different than it was prior to March 13 of 2020. When you think about the brands that have done it the best, who were able to pivot and change their story and continue to be relevant to the consumers, those brands are the ones that will come out on top when this is all over. The brands that have approached and leaned into consumer marketing with empathy and compassion to let consumers know that they know that the world is different.

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Big Get Jay Wright, March Madness is upon us and ESPN locks up CFP

On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

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