Using the nine P’s of Marketing, we put this under dumb “Presentation” and dumb Promotion“ by Sherwin Williams, the paint company.
Sherwin Williams won’t be paying $1 million. Why?
Sponsored by Sherwin Williams, the paint company, has a big paint can promoting itself at Angel Stadium. The can is behind the left-center-field wall at the stadium.
The copy reads, “Angels home run in the can $1,000,000.” If a home run is hit in it, they pay the Angel Baseball Foundation charity $1 million.
Yesterday Justin Upton of the Angels hit a home run.
Sherwin Williams won’t pay off. Why? The home run didn’t land in the can but bounced in. Really?
They may have had fans, customers, store managers, but they also had TV and radio. Plus all of the social media today.
What is this “P” or “Presentation?” It is the act of presenting any of the different 9P’s© and/or components to your customers, suppliers, wholesalers, retailers, sales force, marketing intermediaries, clients, employees, partners, and/or others.
We find that this example can fall under Presentation, Partners and Promotion.
Just dumb, under many of the nine P’s of Marketing. Totally lost sight of the goal: building good brand awareness and brand association. Net result: the exact opposite.
Right now, $1 million to the charity is a lot cheaper than the damage bad PR and presentation is doing to the brand.
]]>
What is a teaser campaign? A teaser campaign is a pre-launch campaign, for a product, service or event and this advertising consists of one or more ads in a series of small, cryptic ads with more to come in a larger ad campaign.
The headline is “Netflix is a joke.” which surprisingly Netflix is the one sponsoring and paying for the outdoor boards.
The boards are plain white with type in black.
This sign is part of a new ad campaign from the streaming service. If you are in NY check it out in Hell’s Kitchen or in L.A. at Olympic and Robertson.
Netflix is a registered trademark of Netflix, Inc.
]]>The Charger Los Angeles (or is it Los Angeles Chargers, their promotion has it both ways), fumbled their Marketing and promotion.
Great to be there at StubHub Center with my co “2 Guyz on Marketing” professional for the first preseason game.
We got their early. Could have been even earlier if they had better parking signage for BLUE parking. We found the RED. And YELLOW. And GREEN. And even GOLD, SILVER, and PLATINUM. Oh, and then finally blue. We circled almost the entire stadium. The art direction on the ticket, the signage and information from parking attendants can only get better, in the communication on where to park.
The good thing is there wasn’t any traffic to speak of. We learned that only 21K were in attendance. Capacity was 27K. How many Charger fans sold their tickets to Seattle fans? We guessed a bunch. Make that thousands.
Sponsorship signage for Bud Light, Coca-Cola, McDonald’s and more was so faded from time in the sun. It was very washed out. Not good, on so many marketing and promotional levels.
Chargers fumbled (interceptions) their first Los Angeles Charger home opener in 57 years. An by our estimation, there were Seattle Seahawk fans than all combined Charger fans from LA or SD, and in between. You could see it in the Seattle jerseys and hear that in the Seahawk chants. Plus in the score, 48-17.
It has been 57 years since the Los Angeles Chargers played their home opener in 1960 at the Los Angeles Memorial Colisuem. The Chargers did nothing special to celebrate that or their first game at Stubhub Center.
The Chargers “fight for LA” lacked a punch, in their play and promotion.
]]>
Let’s loo at 2 of the 9 P’s (from Larry Steven Londre’s 9 P’s of Marketing), the Product and Place, for the NFL in Los Angeles. The ultimate question is: Will a Los Angeles Chargers game at StubHub be better in Carson than a Los Angeles Rams game at the Coliseum?
- Chargers play in a stadium with only 27K seats, versus 80K at Coliseum
- There will be more video boards than at the Coliseum.
- StubHub Stadium has a $8 million dollar European-style cloth or fabric roof at Carson
- Chargers may have a better season. They were 5-11 last year. Rams were 4-12. The Rams were 1-7 at home last year.
- The StubHub’s football seating capacity will be less than half of every other NFL Stadium
- The 2 Guyz on Marketing will see on Sunday, but the parking may be better than around the Coliseum
- The seats will be closer to the game. It will be two years until the Los Angeles Memorial Coliseum is upgraded. StubHub has already been upgraded.
- There are 43 luxury boxes. The Coliseum has zero.
- The restrooms or pottys are movie star versus construction sites. The restrooms at the Coliseum are barely adequate.
- The Rams play the Dallas Cowboys tomorrow. We’ll know the score.
- The Chargers play the Seattle Seahawks on Sunday. The Seahawks will be a better opponent than the Cowboys.
Look for a post on marketing at NFL games in the very near future!
Photo source: chargers.com
]]>Here’s what we know: Smirnoff vodka is Russian but made in America. Is that a positive or a negative or two negatives?
Smirnoff wants to increase sales of their vodka, here in America. Pretty simple, right. Well, maybe not, with all of the competition. And we haven’t got into targeting or craft beers.
To increase awareness and sales, Smirnoff is using multiple promotional strategies right now.
Let’s use your brain?
What are the first couple of things you think about with the word “Smirnoff” or Smirnoff vodka? I bet it’s not America and actor, celebrity, Ted Danson.
As marketing Guyz, we know and teach that celebrities can increase awareness which may increase sales. We’ll see if Danson can stick and increase sales.
With their advertising, Smirnoff wants to entice millennial, multicultural consumers and others (“People” in the nine P’s) to purchase their vodka. Danson says in one of the videos, “We’re award winning, we’ve got great taste, been around since 1864 and we’re both surprisingly cheap.”
Danson is promoting the brand’s American heritage. Really, for a Russian vodka made here in America?
He uses a copy point that Smirnoff vodka has been made in America since the 1930s. Not sure it’s the right strategy, copy concept or will it sell vodka, as in Smirnoff vodka?
On another front, this week Smirnoff is using a line from a story about President Trump. The story was featured in the Washington Examiner with the headline “Smirnoff Vodka trolls Trump’s Russia controversy in new ad campaign.”
Smirnoff is also using politics to sell their liquor. Smirnoff Vodka is getting publicity by mocking President Trump’s favoritism to Russia in a new ad campaign. Is that good? It may or may not be?
The copy includes “But we’d be happy to talk about our ties to Russia under oath.”
It was only la short while back that Trump said that he would “100 percent” be willing to testify under oath about the ongoing Russia investigation.
To us, it’s obviously Smirnoff is doing a lot of PR. We’ve seen it. They are trying to create buzz and increase awareness. But Buzz doesn’t mean its making sales.
With my fellow Marketing Guy, Brian Hemsworth, we find current topics and follow them, teach them and consult about marketing, advertising and promotion
The best thing is that the ads feature the hot new (cold) drink, Moscow Mule. It will be replaced by something else soon.
The 2 Guyz on marketing are full service. Here to help.
So for the sake of teaching, what is a Moscow Mule? And who invented it?
The drink, Moscow Mule, is made with Vodka. You can use any vodka. Is it any more special if Smirnoff invented the drink?
The Moscow Mule is a cocktail made with spicy ginger beer, lime juice, vodka, with a lime wedge or slice.
Restaurants have had to add special copper mugs to serve them in. Some just use highball glasses. Not as cool or as trendy, especially for Millennials.
The ingredients to a Moscow Mule:
- Ice
- Four (4) of Ginger beer
- 1 1/2 oz. of Vodka,
- 1/6 oz. of Lime juice
Pretty easy to make: Combine ginger beer and the vodka in the copper mug or highball glass. Add lime juice. Add ice and lime wedge.
Like a perfect cocktail, Marketing blends a lot of research, trends, strategy, components, targeting and ad copy.
As 2 Guyz on marketing, we’ll be blending our views and insights on many subjects.
COUNTERPOINT FROM BRIAN: Larry is right, Smirnoff is #1, and they yes, the goal of this campaign is to try to capture new buyers. I’m not so sure it’s targeting millennials, and if it is, I don’t think this is a great effort.
First off, I have a hunch most millennials don’t have the foggiest notion who Ted Danson is, or know a thing about Cheers. Maybe they know he was on CSI. Maybe. But (no offense Ted) he was the old guy
Secondly, while Smirnoff is #1 in sales, their sales are flat. Right now the “craft” vodkas are kicking butt.
Here’s the challenge…millennials like their avocado toast, their craft beer, and their ill fitting hipster clothes that cost too much, but are brands that have cool Instagram accounts.
Is Ted Danson the right guy for this? Now don’t get me wrong, I think Ted Danson is the right guy…for a DIFFERENT target audience. He appeals to Larry and my generation, and we’re not millennials, but a long stretch.
I will say, I really like the bus shelter ad. It’s funny, clever, topic, and makes Smirnoff kind of cool. Ted Danson, not so much.
I also find fault in that there really is little similarity in these ads, and in my class, that would be a big “F” if someone turned in such dissimilar ads in the same campaign.
Ted gets some attention, for baby boomers, but I think Smirnoff misses the mark for millennials.
SMIRNOFF is a trademark of DIAGEO NORTH AMERICA, INC
]]>