Question

Topic: Advertising/PR

Getting Unique Advertising Opp To Colleagues

Posted by CelebNow on 6/22/2009 at 4:30 PM ET 500 Points
Hello All
I have unique opportunities for advertising during Super Bowl/Pro Bowl Week 2010 Miami, FL.
My question is this. How do I get the information to companies likely to advertise to this audience?
Any feedback is appreciated
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RESPONSES

  • Posted by Gail@PUBLISIDE on 6/22/2009 at 5:12 PM Accepted
    Even without knowing your parameters (but Phil is right - the more we know, the better we can help), you will want to research past Super Bowl/Pro Bowl sponsors and their demographics, sponsors on tap for this year's NFL season.

    The NFL's primary demographic is an adult age 18-49 and makes an average salary of about $55,000 a year.
  • Posted by CelebNow on 6/22/2009 at 5:50 PM Author
    Ok
    Well this is the first time Pro Bowl precedes Super Bowl and they are in the same city.
    We are securing venues, slot machine displays, floor space, etc. at Seminole Hard Rock Casino Hollywood.
    One of the "hottest spots" in the Miami area, it's a terrific advertising opportunity with plenty of options for customization.
    Thanks Guys
  • Posted by Jay Hamilton-Roth on 6/23/2009 at 8:35 AM Accepted
    Start by looking at previous advertisers (and their competitors). That's the easiest group to approach, since they've seen the benefit of the advertising.
  • Posted by BizConsult on 6/23/2009 at 11:31 AM Accepted
    Definitely consider the general categories that have advertised in the past - don't forget any competitors that would have used guerilla marketing tactics to "crash" the party too (to offset their rival’s larger sponsorship budgets). Just remember that non-sponsors can't use the bowl names or logos in the ads. You can also target the brand's advertising agencies as they may be looking for new media types.

    Look for the intersection of the demographics of whom you're reaching - with the venues you're selling - and the potential advertiser categories' products or services, then focus on the similarities, traffic/impressions, timeliness and other benefits your space offers in the pitch. Think about how you can establish / build in measurement, tracking and/or ROI metrics, then, start selling!

    -Steve
  • Posted by CelebNow on 6/25/2009 at 1:08 AM Author
    Gotcha, I'm trying to get around the usual "red tape".
    I'd like to put the word out not only to the companies, but their media buyers as well. This is very heavy traffic/impressions for a great cost.
    I'm going through my 'LinKedIn list as we speak.
  • Posted by BizConsult on 6/25/2009 at 9:59 AM Accepted
    Definitely check with the Media Buyers: Try to reach both those at the companies themselves as well as those at their ad agencies - many companies have both internal and external resources in that functional specialty.

    It also doesn't hurt to try to contact the account management people at their agencies - they may be looking for something "out-of-the-box".

    Similarly, I'd recommend going after the Product or Brand Managers / Marketers themselves: These are the people that have the ultimate say, and control, over the tactics and spending. In my dozen or so years of CPG Brand Management (I'm a Business Analysis & Marketing Strategy consultant at an ad agency now), there were many times I was contacted by vendors and marcom suppliers and would pursue those that help reach our goals and fit our strategies...

    Good luck!
    -Steve
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