It seems to me that there are two types of passionate people: Those people that ooze passion and will dive into a cause with all their heart, and those people that will jump on the passion bandwagon only if they see their friends participating and it seems like the popular thing to do.
May 31, 2014, was a great day for football fans in my hometown. Not only was it season ticket pick-up day, it was also fan appreciation day. The football fans from our city were out in full force to celebrate their team
I was watching CBS News Sunday Morning (which may well be the best show on television, BTW). There was a segment on Cheerios — more specifically the marketing of Cheerios. The recent Super Bowl spot featured a mom, a dad and their six-year-old daughter. The premise was that Mom and Dad were telling her that she was going to have a new sister/brother. Cheerios is consumed in the process.
Cheerios, family, kids….it all makes sense — that’s how you sell cereal.
The response on social media was overwhelmingly positive. There were some responses from people that were very upset about the spot.
We all need to go back to school and learn about the new business model of 2014 as it relates to sales and sales costs. Sales costs in the new model are now more than your sales costs plus your marketing costs. Today, your costs need to include sales, marketing, donations and sponsorships. Every revenue expenditure that touches your audience needs to be part of the new cost of sale equation. Sponsorships and partnerships should be studied and analyzed to give the same scrutiny as the other line items. Sponsorships need to be accountable to your bottom line. The big brands spend a ton on building software and platforms to measure every sponsorship campaign. Many brands have internal digital departments that monitor every activation and audience engagement. Your sponsorships deserve the same level of insight. Make your sponsorships as accountable…
In today’s complex sponsorship model, getting your audience to the point where they are ready to take action is often more difficult than it appears.