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Consumers are creatures of habit. They sample different brands experiences over the years until they find a favorite — a comfortable fit for their tastes, for their lifestyle. Many people define this as brand loyalty or brand preference. In a way it may be something simpler — consumer survival. Marketers are all over football. Signage at the stadium. Sponsoring pregames, quarters, halftime, or the field goal net. Embedding their logos in the football analysts table. Sponsoring play of the game, week, or season. So much to sponsor, so few marketing dollars (or not). I do realize sponsorships can work, but I prefer to find a deeper link between the brand and passion point. Linking the brand to a tribal ritual or popular trend within the passion point. Something that is unique and ownable. To this end, I think Kingsford is onto something. The consumer left turn will make or break a marketing campaign. People are online going about their business. They don’t intend to engage with marketing. They may be checking sports scores, reading email, or updating their facebook status. En route to these actions we try to intercept them, engage them, and provoke a left turn in their day — redirecting them from their original intent. McDonalds is taking on all comers — Starbucks, Dunkin Donuts, Caribou Coffee, Biggby, and don’t forget the Canadian underdog Tim Hortons. And Mickey D’s placed a $100 million down to gain share in the crowded coffee field. |
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