Tag Archives: marketing

Top Marketable Athletes of 2017

Athletes and sports events play a major role in marketing. An individual celebrity who endorses a product can often be seen as an effective spokesperson.  But not always… Think back on athletes who have been dropped as spokespeople after a fall from grace such as Tiger Wood, Lance Armstrong, Michael Vick, etc.

What does it take to make the public view an athlete as a positive role-model, and when do companies employ these people? According to Nielsen Research’s N-Score Talent Tracker, in order for a celebrity to be marketable she or he needs to be likeable, influential, and stylish, savvy on social media, and have a strong public following. Not an easy feat to achieve when the athlete does not always have a home court advantage.

The following is the list of the top marketable athletes in the U.S. in 2017, topped by two strong female athletes:

  1. Serena Williams (N-Score 83) – for winning the Australian Open while pregnant. Her N-Score of 83 topped all pro athletes, even after taking maternity leave and not competing for the remainder of 2017.
  2. Venus Williams (N-Score 79) – landed the number two position thanks to a great comeback tennis season with top results at the Australian Open and Wimbledon.
  3. LeBron James (N-Score 76) – not a stranger to the top list as he led the Cleveland Cavaliers to their third straight NBA Final.
  4. Eli Manning (N-Score 76) – for his two-time Super Bowl MVP.
  5. Tom Brady (N-Score 75) – a four-time Super Bowl MVP.

It’s not always easy for any celebrity to become an effective brand ambassador. The celebrity’s built-in fan base usually comes with specific consumer behaviors and purchases.

Who is your preferred athlete to be a brand spokesperson?

Group Activities and Discussion Questions:

  1. Show the Nielsen rating article: http://www.nielsen.com/us/en/insights/news/2017/tops-of-2017-pro-athlete-marketability.html
  2. Discuss the communication process: sender, encoding, message, medium, decoding, and receiver.
  3. What role do celebrity endorsements play in the communications and marketing roles?
  4. What features make an athlete an effective spokesperson for a product or brand?
  5. Divide students into teams. Have each team identify 10 different athletes that they have seen endorse products.
  6. Are these successful, or unsuccessful, spokespeople?
  7. Finally, select a number of industries or products and have students discuss which athletes best fit the product.

Source:  Nielsen Research

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Super Bowl 2018 Advertising

With hundreds of millions of viewers worldwide, the Super Bowl has become one of the premier venues for marketers. The thrills, the chills, the laughter, the tears – and that’s just the advertisements! At a cost of $5 million for 30 seconds of air time, the Super Bowl is also the most expensive advertising placement of any event or show. Add the costs of designing and producing ads, plus the integration into other marketing tactics, and a company can easily spend upwards of $6 million at a single event.

Love them or hate them, Super Bowl advertisements have become a talking point during and after the game. It’s a big stage, and can also be a big risk. With an audience of 103 million viewers, the 52nd Super Bowl is one of the most watched TV program in U.S. history. And, days later, we are still watching ads, arguing about them, and measuring results.

Watch the ads – which ad is your favorite?

Group Activities and Discussion Questions:

  1. Bring up one of the Web sites that have all the Super Bowl ads: http://admeter.usatoday.com/results/2018
  2. Divide the students into teams.  Have each team select a Super Bowl ad to analyze and present in class.
  3. What is the target market, key message, and offer from the ad?
  4. How does the ad integrate with a company’s other advertisements?
  5. Are the messages integrated with a company’s Web site and social media?
  6. As a class, after each commercial have students assign one to five stars for the advertisements. Which advertisement won the class vote?

Source:  Ad Age Daily, Brandchannel.com, USA Today, other news sources

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YouTube Ads Leaderboard: 2017

Starting a new year is a good time to examine the winning campaigns from last year. The most compelling advertisements and videos are ones that have a strong story, humor, inspiration, and excitement. They build a bond with the audience, and inspire thoughts and action. It’s not easy to create a short video that engages audiences and inspires them to share the video and view it more than once, so it is worth examining the top ad videos from 2017.

Here are the most viral brand videos posted to YouTube in 2017. Combined, these five videos have generated more than 436 million views last year!

  1. Samsung India Service: 150+ million views
  2. Clash Royale: The Last Stand: 111+ million views
  3. Oreo’s Ping Pong Trick Shot: 100+ million views
  4. MISS DIOR – The new Eau de Parfum: 47+ million views
  5. Budweiser Super Bowl 2017 – Born the Hard Way: 28+ million views

Remember, these are the ads that people choose to watch. An algorithm factors in organic and paid views, watch time, and audience retention.

Which ads do you choose to watch online?

Group Activities and Discussion Questions:

  1. Discuss the importance of branding and brand management. How do the videos fit into branding?
  2. Divide students into teams. Have each team analyze one of the following videos with respect to target market, key message, type of appeal, etc. All ads are available at: https://www.thinkwithgoogle.com/advertising-channels/video/youtube-leaderboard-year-end-2017/?&YTgenre=ads&ContentType=year-end-ads-leaderboard&feature=Inp-em-ad210-us-a-OT-OT&utm_medium=email-d&utm_source=newsletter&utm_team=youtube-usa&utm_campaign=20171206-youtube-usa-ytr-weekly-a&mkt_tok=eyJpIjoiTWpVeVkyWTRPRFUzWVRrMSIsInQiOiJTTEp1QVVWTGJKN1RzNmU1Y2tKclpOXC9rTDc4dmw1aG1tOXNqT3N4RWc2elRZUUtJNHNLWkRCUzVpRDlJU25pRUNCWFF5WFdwMmt1Rk5reWZKTXo4eE5xbjJYbUhrOE9ub2p4UXhaUGh6UnhudERDUEorMHVQUVdCSjJGUmpYeWcifQ%3D%3D
  3. When teams have completed this, have each team show the video and discuss their analysis with the rest of the class.
  4. What are the commonalities between the videos? What are the differences?
  5. What should other companies do to replicate the success?

Source:  Think with Google. YouTube ads leaderboard: Global year-end 2017.

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