Archive for the ‘Brand ROI’ Category
By Stephanie Sones
Step aside, bodybuilders. You’re not the only ones extending your sore biceps for that container of protein powder. Media and government focus on health and fitness has increased the nation’s awareness of their exercise and diet regimen, driving demand of fitness products beyond athletes to average consumers embarking on a healthy lifestyle.
According to Global Information and Global Industry Analysts, Inc., the global market for fitness nutrition products is projected to reach $6.17 billion by 2018, while the market for sports foods and drinks is expected to reach $55 billion by 2018.
To sustain this growth, manufacturers and marketers must look beyond professional bodybuilders to fitness enthusiasts, amateur athletes and above all, women. The rise of female-targeted athletic apparel, marathons and event-like races creates opportunities for sports nutrition producers to reach this demographic. Some major players have begun to capitalize on this trend by offering extensions for the casual user to incorporate in their busy, healthy lifestyle.
We take a look below at how some brands are already connecting to the female fitness fanatics, while others have yet to get on board.
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Tags: Designer Whey, Fitfluential, fitness, health, Pinterest
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By Matt Bivons
The app economy is booming. Actually, booming may be an understatement; it’s exploding. The mobile app ecosystem is poised to continue an exponential growth rate for the unforeseeable future. According to the App Developers Alliance “The market for mobile apps is growing, and growing fast. Innovation and strong businesses are driving that growth but we are all benefiting from it. Better apps, better services and more opportunity for businesses to thrive is good for us all.”
However, this should not be surprising. In 2008 there were 900 apps available for download in the App Store; a year later there were 65,000. In less than 12 months, the app ecosystem was multiplied by 72. While it took the Android Market (now Google Play) a little longer to catch up, today both app stores have over 750,000 apps available to download.
At its current pace, there are close to 641 new apps in the App Store per day – and more than 19,000 new apps every month.
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Tags: Android, emerging media, Google Play, iPhone, iTunes, mobile, Mobile App, Mobile Application, mobile marketing
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By Social Marketing Team
If you’re not calling upon social advocates as an extension to your wellness brand’s advocacy efforts, it’s time. Nielsen’s Global Trust Advertising Survey found 92 percent of consumers around the world say they trust earned media, such as word-of-mouth and recommendations, above all forms of advertising. Online consumer reviews are the second most trusted form of advertising. These influential brand ambassadors make up just 1 percent of a brand’s social community, but they are primarily the ones driving the conversation and the shares.
Although 1 percent of your social audience may not sound like a lot, they can make a significant impact. This group of loyalists can drive up to 70 percent of traffic to any given campaign. Identifying these influencers who are driving the conversations is the first step to understanding the audience in your social community.
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Tags: brand ambassadors, Brand ROI, consumer marketing, Nike, Sports Marketing, Under Armour
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By IMRE Sports
So you’re using social media to boost your teams’ brand image, but are you really doing it right? If you want an example of two teams that get it, check out the Los Angeles Clippers and Brooklyn Nets. They’re two organizations maximizing their fan engagement through their social channels.
Here are a few ways to use your social channels to obtain audience engagement for your team or brand:
Create a voice – Give your team personality by creating a voice that is unique to your organization. Spice it up a little with something containing interesting, exclusive information or pictures that can’t be found anywhere else. A touch of personality doesn’t hurt. The Clippers do an amazing job at being personable through Pinterest, where they post quirky photos of pranks teammates pull on each other while on the road. After the voice or personality of the team is solidified, you’ll find it much easier to follow through with the remaining steps.
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Tags: Basketball, Brooklyn Nets, Facebook, Instagram, Los Angeles Clippers, NBA, Pinterest, social marketing, Vine
Posted in Brand ROI, Fan Engagement, Sports Marketing | No Comments »
By Stefen Lovelace
Michael Jordan turns 50 on Sunday. This week has been a celebration of all things Jordan, as major outlets have examined Jordan’s career, legacy, impact on the game, and most memorable highlights. On the court, he’s the best basketball player to ever play the game. His impact off of it has been just as impressive, as he helped the game become (arguably) the second most popular sport, and is a primary reason for the game’s exponential grown and global reach.
From a marketing standpoint, Jordan changed the game. When Nike signed him in the 90s, they branded him as the face of their basketball franchise, a move that proved lucrative as Jordan quickly transformed into the most effective pitchman on the planet. Jordan retired in 2003, but his Jordan Brand still owns a 58 percent market share in the U.S. basketball shoe market.
Jordan’s crossover appeal allowed Nike to dedicate billboards and commercials to him, and consumers continue to come in droves. But now, brands can’t just plaster an athlete’s face on an ad and hope to move product. The amount of stars have made the landscape more competitive, so innovation and real fan engagement is the best way to use athletes effectively.
For brands, the first step is sponsoring an athlete. But the steps that follow are the most important. Here are three ways brands can get maximum ROI when working with athletes.
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Tags: athletes, Basketball, Brand Marketing, Facebook, Instagram, Kobe Bryant, LeBron James, Michael Jordan, Nike, Pepsi, social networking, sponsorship, Sports Marketing, Twitter, Under Armour
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By Stephanie Sones
While some blame advances in technology for the childhood obesity epidemic, others are out to prove that digital games can do the opposite. At this year’s Consumer Electronics Show (CES), 2013 was declared the year of digital health. A variety of new gadgets were introduced, ranging from electronic forks to Tamagotchi-like devices for tracking fitness and the improved Fitbit Flex wristband.
According to a study by the Consumer Electronics Association (CEA), more than half of U.S. online consumers used a fitness technology in the past year, and 37 percent anticipate purchasing a fitness technology in the next 12 months.
Our nation’s health, or lack thereof, has been a hot topic the last few years, and consumers are becoming aware of their expanding waistlines. It’s prudent for brands to align with this growing trend quickly, as there’s opportunity to attract a new customer base that is just beginning to get engaged.
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Tags: Consumer Electrics Show, dieting, digital health, exercise, Fitocracy, gamification, gamify, health, mobile, MyFitnessPal, Social Engagement, wearable tech
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By Stefen Lovelace
It has become clear in recent years that many brands now recognize that the sport of golf presents a lucrative avenue for reaching moderate to high-wealth consumers. How to capitalize on that knowledge isn’t quite as easy.
The sport is filled with a bevy of young, talented superstars with crossover appeal, while established veterans still earn attention from the traditional golf fan. Add that to the recent spikes in television ratings and you have a recipe for big-time opportunity for brands to reach consumers through golf.
With 2013 almost upon us, many brands are finalizing their marketing plans for the new year. At IMRE Sports, we offer three critical tips that all brands should consider when planning their golf marketing strategy in 2013.
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Tags: Callaway, Golf, golf brands, KPMG, Red Bull, second screen, social marketing, Sports Marketing, stunt event, TaylorMade
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By Andrea Cohen
If you happen to see a sullen looking individual blankly staring at patch of ice on the sidewalk, be kind. There is a very good chance they are mourning the loss of this year’s hockey season. Because, let’s face it, the future of this season looks grim, and hockey fans are depressed.
So depressed that many of them have clung to the idea of a season happening by creating support groups, just to fight the lonely days of winter. But, alas, the wager battle continues.
What also must continue is each team’s social presence. Just because the league with which a team is affiliated is caught up in a lockout, doesn’t mean the team can just call it quits and alienate their fans. Being in this position could actually present a huge opportunity for a team to elevate their presence within the social landscape. It could also pose a huge threat.
During the season, teams will tweet about scoring updates, player’s eligibility for games, ticket giveaways, player engagement opportunities, pre and post game coverage, as well as predictions about upcoming games and playoff contention.
So the question is, now what do these teams have to talk about?
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Tags: AHL, American Hockey League, Facebook, Hockey, Hurricane Sandy, Lockout, Los Angeles Kings, National Hockey League, New Jersey Devils, NHL, Pinterest, social marketing, Stanley Cup, Twitter
Posted in Brand ROI, Fan Engagement | No Comments »
By Stephanie Sones
It’s that time of year again. The leaves are turning, the smell of cider is in the air, and professional athletes are donning pink accessories. As the NFL begins its fourth “A Crucial Catch” campaign in partnership with the American Cancer Society (ACS) and in support of National Breast Cancer Awareness month, the annual promotion is in the spotlight more than ever.
Though recent reports call out the campaign for giving only 5 percent of proceeds to the cause, there’s no denying its national impact. For four weeks each year, one of the most-watched programs on television brings attention to the ACS and breast cancer, which affects one in eight women in America. On top of that, the NFL has donated over $3 million since 2009 to support research to find a cure. The Crucial Catch campaign targets women 40 and older, raising awareness to the importance of getting annual screenings to defend themselves against the deadly disease.
But for a sport that generates enviable coverage, there’s always more that can be done – especially when a large percentage of those viewers are women.
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Tags: A Crucial Catch, American Canacer Society, breast cancer, breast cancer awareness, NFL, pink
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