Lessons from the US Open
I was lucky enough to be invited to the US Open today courtesy of the NY Post. I thought it may be of interest to let you know how other businesses are using an event such as this to promote and market their products.
Because you know that the US Open is going to elicit a million and one sponsors, endorsements and businesses begging for a piece of the action. Apart from the usual corporate sponsors with their names plastered around the stadiums and the sporting apparel endorsed by the players themselves, there was a multitude of private enterprises using this exposure to their advantage.
Lexus used a free photo promotion to get attention. They had one of their latest model cars situated in a high traffic area and offered passers by a chance to sit in the car and have their photo taken. This offer was being taken up by several passer bys however; I think they would have had more interest if they had linked it more cohesively with US Open.
For example, having a cut out of say, Andy Roddick driving the car would be a more attractive offer. Each person would go home saying they were driven around the US Open by Andy Roddick. Making it a talking piece possibly emailed around the globe, maximizing their exposure.
Lever soaps and beauty products had a scratch and win. The line, might I add, was ten deep, to scratch an instant win ticket with bars of Lever soap and body wash up for grabs. The Breast Cancer Foundation had free pink wristbands and bags to give away. The New York Times was gathering names and addresses in return for a free leather New York Times photo frame and the most amusing of all, was the Ralph Lauren shop (sponsor of official shirts and jackets) that had a line of people waiting anxiously to enter.
Now I thought they must have tennis players in there signing autographs so I too waited in the line. Turns out, there was nothing but merchandise. Horribly, expensive merchandise and a group of people ready to part with their hard earned cash. Now this little piece of shopping hysteria teaches all another great marketing lesson. Creating a buzz attracts bees. I don’t even like Ralph Lauren but I lined up with everybody else because the line created a buzz. I wanted to see what all the fuss was about.
After all, their must be something great in the store, otherwise why would people line up? By the time I got in the store and realized there was nothing but clothes, I had already spied a gorgeous kids US Open jumper ($75) that would look great on my nephew. Marketing mission accomplished.
Message of the day: be on the look out for other marketing lessons in life and gauge for yourself how well they are working. You might just be able to mix a little business with sporting pleasure while you’re at it.
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