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<title>Jan Kelley Marketing Blog - Trevor Lush</title>
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<description><![CDATA[Jan Kelley Marketing Blog - Description]]></description>
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<pubDate>Sat, 19 May 2012 18:42:02 -0400</pubDate>
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<title>The tie that kind of binds</title>
<link>http://www.jankelley.comblog.php?blogId=61</link>
<pubDate>Thu, 17 Jun 2010 10:51:29 -0400</pubDate>
<description><![CDATA[Sports, world and history are words that come together in more ways than I care to count. They are words that are difficult to define, and carry great meaning on every continent.
&nbsp;
These words are currently on display in South Africa. The 2010 FIFA World Cup is underway, and - like all major International sporting events - has provided our planet a rare sense of global spirit and togetherness. Sport and play are identifiable from childhood, and are visible across the species barrier. Sports have the ability to transcend national boundaries, penetrate inherent hatred and disdain and captivate a globe filled with vastly different individuals.
&nbsp;
Social media and advancements in live streaming have enhanced the global connectivity, and improved the overall feel of the sporting event. Work or no work &ndash; everyone has a chance to take in the action.
&nbsp;
Despite this rare feeling of unity, most sponsors have been unable to capitalize. Despite catching a portion of almost every game, I was forced to investigate to confirm the title partners and sponsors. (Before you ask - No, I am not fast-forwarding through commercials.)
&nbsp;
While I couldn&rsquo;t identify the title sponsors, I was immediately able to identify the orange Adidas cleats donned by a North Korean mid-fielder. This is a common trend with avid sports fans. Equipment and &lsquo;gear&rsquo; are immediately recognized, while traditional communications are missed.
&nbsp;
Have the world cup organizers done a poor job showcasing their partners and sponsors? Are avid sports fans desensitized and immune to traditional ads?
&nbsp;
The answer seems to highlight on the latter, as the sponsors seem to make an impact with fringe viewers. Fringe viewers represent a large number during an event like the World Cup, but represent a small portion of the overall viewership.
&nbsp;
This trend is not unique to the World Cup. Like many &lsquo;core&rsquo; sports fans, I readily recognize elements of the game (plays and gear), but I fail to recall even one sponsor, or creative from the experience.
&nbsp;
This represents a major problem for advertisers - the &lsquo;core fans&rsquo; of all major sports are not retaining your message. Like millions of others, I am going to watch the World Cup, the U.S. Open and the (remainder) of the NBA finals. However, we&rsquo;ll continue to remember exact sequences from these events, while subconsciously blocking all other forms of messaging.
&nbsp;
I do not have a fool-proof solution to the problem. Nonetheless, with billions of dollars spent annually on sports gambling (and fantasy sports), I would suggest placing marketing communications where the &lsquo;core audience&rsquo; is receptive. Among other options, the &lsquo;core audience&rsquo; quenches their insatiable appetite for sports by visiting/contributing to blogs and playing fantasy sports. The audience is engaged by the sporting events and engaged by the blogs, articles and digital applications &ndash; why can&rsquo;t we connect the dots? 
Some companies have recognized the value of this opportunity. Unfortunately, they have responded with banner ads. The active &lsquo;core audience&rsquo; is not engaged by these communications. Like the numerous 30 second spots encountered during an event, banner ads simply do not pass through the &lsquo;core fans&rsquo; filter.
&nbsp;
Sport and play remains a tie that binds the globe. Unfortunately, marketers are having trouble tying avid sports fans and their ROMI.]]></description>
<author>tlush@jankelley.com (TrevorLush)</author>
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<title>Understanding your Audience</title>
<link>http://www.jankelley.comblog.php?blogId=60</link>
<pubDate>Thu, 17 Jun 2010 10:50:09 -0400</pubDate>
<description><![CDATA[We live in a world of previously unfathomable gadgets. We&rsquo;re often enamored by shiny digital applications, innovative creative and unique delivery.&nbsp; As such, many organizations expend copious resources trying to summit the peak of innovation. While the aforementioned aspects play an important role, they may be better served as a support mechanism for most organizations.
&nbsp;
For years, new brands broke into the golf industry with &lsquo;flashy&rsquo; infomercials. Despite their best efforts, most campaigns were not so innovative, and far from engaging. As a result, it has been very difficult to break into the golf industry as a club manufacturer. &nbsp;
&nbsp;
Unlike their predecessors, Rife putters opted for a different approach. Understanding the inherent reverence that the surrounds the game of golf, Rife provided putters to Champions tour players. In other words, they let their product do the talking. Within a relatively short period of time, they were the leading putter on the Champions tour. As such, they had generated credibility and a revered referral without investing heavily in sponsorships (PGA) and media buys.
&nbsp;
This case concisely underlines the importance of understanding the nuances of your market place. Understanding and capitalizing on the market influencer is essential, and should be applied to all environments. Although it seems relatively simple, it is easy to lose sight of. After all - this is a building block on the road to sustained success.&nbsp;]]></description>
<author>tlush@jankelley.com (TrevorLush)</author>
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