Marketing Trends from the sport brand’s world

THE IMPORTANCE OF BRAND ENGAGEMENT AND THE CREATION OF EMOTIONAL CONTENT.

The dominant theme regarding the new routes of marketing and communication is confirmed to be that related to the creation of authentic experiential content. It is precisely in the often abused word “authenticity” that lies the key to a correct reading of a brand’s decision-making dynamics. To corroborate and support this thesis we find Prof. Patrick Rishe director of the Sports Business Program at Washington University in St. Louis, who in a recent article in Forbes extensively illustrates the latest trends regarding brand engagement and content creation.

Another confirmation comes from the InterSport2019 summit hosted by the Sport Business Journal where as many distinguished speakers confirmed, without a doubt, the importance of this topic for all professionals in the field. In summary, it emerged from the conference that marketers must create content (conventional and unconventional) that touches people emotionally. The goal is to forge a closer relationship between brands and consumers, thereby increasing their purchase intent. A brand’s (and a good brand manager’s) efforts should focus on content creation, always boldly, using for example an aspirational and purposeful tone in a commercial can be perceived more positively by consumers, also, on-site activations such as those in an experiential campaign should always be present in a campaign.

Of course, metrics and analysis were also discussed and how some of these, (e.g. Impressions) should be less considered. It is not important how many times a message has appeared, but how well it is able to stick in the memory of the audience, in other words how much it has been heard.

FIRST SMILE, THEN COUNT. WE ARE IN THE BUSINESS OF JOY.
Jonnie Cahill
Chief Marketing Officer, Heineken USA

Cahill reaffirmed that we need to place the importance of emotional connection above strict analytical rigor.

Of the campaigns shown at the summit, we chose two that we thought stood out most in the context of Sports Marketing because of their ability to tell stories in an organic and authentic way, an important key to a brand’s success and credibility, we report:
 
  • THE VERIZON: “ALL OUR THANKS” CAMPAIGN, among the most moving commercials of this year’s Super Bowl
  • The use of BIOFREEZE’s NBA Testimonials in the “My Secret Weapon” campaign, the concept of pain is turned on its head in an aspirational way and the public is shown the great physical results that can be achieved with good medication.

THE VERIZON: “ALL OUR THANKS” CAMPAIGN

BIOFREEZE “My Secret Weapon” Campaign