Sports Marketing
NFL or the 'National Football league' as it is referred to, is America's pride and cause for the inculcation of the inherent patriotic spirit in the heart of the American. The NFL conducts football games as a part of the tradition every year, and every year Americans gather at the stadium where patriotism is at its height and nationalistic fervor is at its peak. In the game that was conducted on September 24, 2001, soon after the attack on the World Towers by an Islamic militant group that left more than thousands dead and severely injured, the national spirit was at its ultimate peak, and the Americans gathered there underwent heightened emotions and feelings, and this was the time when pamphlets were distributed among the audience with the words of the 'Star Spangled Banner', and the 'God Bless America', and 'America the Beautiful'. Small American flags, almost a million of them in number, were also brought to the stadium to be distributed among the audience. There were a lot of tears and memories of the injured and the dead in the attacks were brought up and shared among the large number of people gathered there. (Patriotism abounds as NFL makes emotional return)
The Super Bowl can be said to be a game where patriotic fervor is brought to the forefront, and herein lays the marketing strategy of the NFL. Every year, the Super Bowl offers marketers the opportunity to learn more about marketing strategies from studying the advertising strategies and the players and also the various coordinators of the game. For example, the Super Bowl XXXVI that took place, as part of the games played under the National football League was a very good example of the packaging of the 'patriotic' theme by the advertisers and the marketers of the game. This was a game where American patriotism was supported by large groups of people, and this included people from the various departments like that of police, the armed services department, the fire department, as well as the interviews conducted with the troops that have been posted in Afghanistan.
The proud heritage and the very mettle of the American people was showcased through this game, and it was towards keeping up with this theme that the logo design of the game was in keeping with the American stars and stripes, and in blue and white and red. The music that had been selected to be played during the opening sections of the game was in keeping with the theme, and therefore was a sort of music that would induce patriotism, and the various depictions of famous historic personalities and icons of America was also part of the performance. The various lessons that can be learned about the marketing strategies used by the organizers and the marketers of the NFL during the Super Bowl Games are applicable not only to the marketers with large budgets but also to those with a small one, and they can be applied to the traditional means of marketing as well as to the newest concept of marketing through the Internet. (13 Lessons in Marketing, Super Bowl Style)
The first lesson to be learnt from the Super Bowl Game XXXVI is the fact that both Levi and Pepsi had prepared well before the game in that they were able conduct a study and to analyze the target audience in such a manner that they were able to understand perfectly well the interests of the teenager through the ages, and they were able to change their marketing strategies according to the needs of the present day teenager. According to the marketing study that they had undertaken, it was discovered that the present day teenager was demonstrating an inordinate interest in nostalgia, and the two companies Levi and Pepsi adapted their theme to this basic interest, and this had a massive appeal to the teenager at the Super Bowl Game. In addition, Levi ran the same advertisement twice, once in English, and once in Spanish, and this showed that the company had a basic understanding and a keen sense of awareness of the demographics of the target audience that the advertisement was being aimed at.
Another interesting factor of the marketing strategy that was used by Levi was that it conducted a 'customer preference survey' of the visitors to the Website, and the winning customer was announced at the Game, before their actual commercial was aired. The company 'E*Trade' used the opportunity of the Super Bowl...
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