March 16, 2014
What constitutes excellence in my field, and why do I think so?
Excellence in the sports marketing field can cover many things, one of the biggest things is a television ad. If you are going to create any sports ad for television, you will need to meet certain criteria so that you create the best product you can. An excellent television ad in the sports marketing and media field meets these criteria; organized, hits target audience, and knowing the product.
Being organized on set for an ad is a crucial part of having it ending up being successful. Selling our product is what we are here for, so that is our main task while making this ad. Making sure the product is the main focus is our main goal. So when we have everything organized, we successfully sell the product we are creating the ad for. By knowing our product and having a good product or products we can have a steady base of new customers and keep customers wanting more from the company. “Excellent marketing companies outperform low-performing companies on customer metrics: customer acquisition, customer retention, and brand value.” (Forbes, 2013)
Having everything is in the right place, people are on time, and having the right equipment is being organized, but in the sports world it’s all about knowing your product and knowing how to sell that product. That’s when everything is falling into place and the ad makes since and makes the company money.
Hitting your target audience is key when it comes to creating a sports ad for television. Hitting that target audience for our ad might be the most important thing, because that is going to base how successful the ad will be.
Since this is a sports ad its not going to be run on a home improvement channel or a type of history channel because that’s not where the bulk of the people we are trying to reach are. Obviously the big sports channels are the ones we are going to want to run the ad on to make sure we do hit your mark. Since we live in a day where social media is huge with the demographic (sports fans) we are aiming at, we will add our social media accounts to the ad. It is mentioned in a Forbes article In Search of Marketing Excellence: Ten Differences Between High-Performing and Low-Performing Companies that “excellent marketing companies spend more on social media as a percent of their current marketing budgets and one-year budgets. Excellent Marketing companies also more effectively integrate social with the firm’s marketing strategy.” (Forbes, 2013) That’s why being profitable for our company by putting an ad on television can heavily rely on either internet traffic (company website and/or social media) or store traffic (retail and web store).
While putting our ad on the right channels is key, it is even more important to make sure we are in the correct age group as well. If your ad is for the state high school basketball tournament, you aren’t going to mention the NBA or college basketball game that will be held. You will focus your ad on the games that will be going on, when, and where the games will be held.
Having creative ideas is an important part of the process of creating an ad for television. Everyone likes an ad that pulls him or her into it. Having multiple creative ideas for the ad gives you the best chance of having a good ad. This next question is something we should all ask ourselves while creating a sports ad, “Does this marketing campaign go beyond simply selling a product or service?” (Forbes, 2013) This is all part of the creative process behind sports television ads and makes our ad stand out to people and make them more curious about our products. “Above all, the ideas listed below have the potential to be developed further, beyond marketing campaigns, into the seeds of new business ideas.” (Forbes, 2013) Making sure we leave a little meat on the bone for the next product is also a crutial piece of the puzzle. We want to make sure we can have a successful ad the next go around.
These are the main criteria that constitute excellence into the world of sports media and sports related television ads.
Forbes (2013) In Search of Marketing Excellence: Ten Differences Between High-Performing and Low-Performing Companies Forbes.com http://www.forbes.com/sites/christinemoorman/2013/01/15/in-search-of-marketing-excellence-ten-differences-between-high-performing-and-low-performing-companies/
Forbes (2013) Looking For Insparation? Check Out These 10 Creative Ploys Forbes.com http://www.forbes.com/sites/springwise/2013/07/24/beer-drones-and-the-top-marketing-advertising-ideas-from-the-last-year/