Sports Sponsorships - linking your brand

Your 'brand personality' is what people think and feel, consciously and subconsciously, about your company's identity or product. Your 'brand image' should closely match your consumers' feelings and expectations of what the product should be like. Through sponsorships, 'brand associations' are used to build links between your product and other aspects of life.

One of the king brands in sports sponsorships is Coca-Cola. Coke proclaims a natural fit associating its brand with its consumers expectations and feelings and is aware of what is relevant in the lives of its target market, like sports. Life experiences are created around these interests.

The latest campaign - "Coke Side of Life" personally connects each consumers interests, like sports to its product. By getting involved in sporting events Coke meets its sponsorship objectives by:

Connecting with consumers in an interesting and fun way.

Creating unforgettable moments linked to Coca-Cola.

Ensuring Coca-Cola is viewed as making everyday life more interesting and fun.

Communicating the dynamic and leading attributes of the brand.

To be seen as an icon and leading brand that mentally and physically boosts consumers associations with major sporting events.

Local Columbus brands can have the same impact in their community. Consider sponsoring local sporting events. Hey, what about GOkickball Columbus - https://www.gokickball.com/columbus Sounds like a great idea to me!

Excerpt from Columbus Alive Article - Go Kickball

Just kickin' it
By John Ross
blog I e-mail

When Ryan Lively and a few cohorts were vacationing in Atlanta a while back, friends on a recreational kickball team needed players to fill in for a friendly Saturday afternoon game.
Not wanting the team to forfeit a tournament berth, Lively and his friends joined in. And the pinch hits and bullpen relief offered down South ignited a passion that the group soon wanted to share with those back in Central Ohio.

"We had a blast," Lively said. "We talked about it the whole way back and said we had to get something together in Columbus. It spread like wildfire. Every season gets bigger and bigger."
Like dodgeball, kickball is a playground game re-popularized by savvy groups for adults who're after a little exercise and social interaction. Again this spring, Go Kickball Columbus will offer a coed league on Saturday afternoons in Grandview, with another pending in Clintonville.
"Everybody that started playing with us continues to play," Lively said. "It's a third-grade game that anybody can play. You're not talking competitive, overhand baseball. You can talk anyone into playing kickball."

In Go Kickball leagues, play is similar to baseball with a few rule changes catered to those more eager to socialize than steal home. Teams usually field 10 or 11 players on defense, but everyone on the roster gets to bat. Batters get four strikes — not three — to put the rubber ball in play.
It's a friendly game that starts on a dusty field and often ends happily at a nearby pub, Lively added.

Kickball leagues
Capitol Square Kickball League
Location: Ohio Statehouse, Downtown
Registration deadline: May 1
Duration: June 10-August 14
Cost: $350 (team)
Ages: 18 and up
Web: downtowncolumbus.com
Games between coed teams are played on Tuesday or Thursday evenings starting at 5:30 p.m., and last 45 minutes. Regular season is eight games, with a tournament to follow. Leagues fill quickly.

Go Kickball Columbus
Location: McKinley Park, Grandview
Registration deadline: April 4
Duration: April 19-June14
Cost: $49 (individual)
Ages: 21 and up
Web: gokickball.com/columbus
The coed league plays seven-inning games from 12-4 p.m. on Saturday afternoons. The season lasts nine weeks, including a season-ending tournament. A Thursday league in Clintonville is pending.

SportsMonster
Location: Clintonville, Gahanna, Short North
Registration deadline: Night before league starts
Duration: April 7-June 9
Cost: $35 (individual)
Ages: 19 and up
Web: sportsmonster.net
The popular adult sports organization is offering four spring leagues that play on various days of the week. Games are seven innings, and the season is nine weeks, including a two-week tournament.

March 27, 2008
Copyright © 2008 Columbus Alive, Inc. All rights reserved.

Kickball...Not Just for Elementary Anymore!

We all have played the game of kickball (or possibly watched longingly from the sidelines)... but if the last time was in third grade, it's time to pick up that bouncy rubber ball!  One Co-ed adult Columbus league, GOkickball, has fused recreation with socializing and ended up with FUN!  The league is made up of twenty and thirty somethings who join individually, with groups of friends, coworkers, and even sororities.   After some outdoor fun, the group meets at a local bar for post game drinks, flip cup, and socializing.  The end of season tournament is always a blast, with a trophy presentation, spirits, and complimentary food!

Spring registration is currently open (closes April 4) so get your team together or sign up as an individual at www.GOkickball.com/columbus 

(PS... If you were the one watching from the sidelines in your glasses and Members Only jacket, don't worry, no one gets picked last in adult kickball)

Free products for celebs to endorse your brand

Reading Sunday's Columbus Dispatch I came across an interesting article that was all too familiar. It wasn't the actual product or brand that was familiar, it was the story that was familiar. Apparently the hottest product for celebrity moms is custom hangers. The hangers have many different collections and are made of various types of wood, fabric or plastic. They can be personalized with the children's names, monograms, or whatever they'd like them to say -http://hangers.com/

Being a fashionista, celeb and new mom Jennifer Lopez found this company and purchased 10,000 wooden hangers customized for her babies - 5,00 pink with a heart for Emme and 5,000 blue with a circle for Max. But instead of having this celebrity icon pay the bill, the company didn't charge her the $3,220. Instead, they gave her these hangers for free as a special gift.

Why would this company give their product away to someone who could obviously pay for this product plus a whole lot more? It seems so many company's just give celebrities free items. Take an award show for example: look at the red carpet - free designer dresses, free jewels. What about the award show presenter bags - free electronics, free vacation destinations and so much more free products. Why? Celebs make so much they could easily pay for the product. Why give it to them for free?

Can you say "celebrity endorsement". By giving JLo these hangers the world will notice. New moms will order hangers to have something just like Jennifer Lopez and her twins. The orders will come flying in and the company will make millions - at least that is their hope. Pretty smart advertising for just $3,200.

Others celebrities have also ordered special hangers for their little ones, Christina Aguilera, Elisabeth Hasselbeck, Tori Spelling and County Cox Arquette. I wonder if they had to pay for their hangers.

Latest project

We've created an interactive site, or virtual lounge, for tweens (10-14 year olds) where they can safely help us create a place to express themselves, be themselves and learn about themselves. The content will largely be driven by their suggestions.

The goal: To create a site that will have a positive impact on kids when they need it most. Peer pressure is tough at this age. We want kids to realize just how great they are and that being yourself is something to be proud of.

If you know of a 10-14 year old, please share this site - www.bemeelounge.com

Get on the Brandwagon!

Columbus, Ohio might not have the Hollywood clout behind it to create buzz brands like Lost and American Idol but we do have a town that creates some great brands who actually make some noise of their own.

Take for instance . . .

Elmer's Glue - http://www.elmers.com. Did you know Elmer's was headquartered in Columbus, Ohio? It actually started in 1947 under the Borden® brand. Sixty years later this incredible company has supplied glue to students of all ages.

The Limited Brands - http://www.limitedbrands.com. Bath & Body Works, C.O. Biglow, Victoria Secret, Pink, Henri Bendel, the White Barn Candle company are all incredibly strong and much talked about brands that appeal to and literally shape women.

Cameron Mitchell's Restaurants - http://www.cameronmitchell.com. Years ago Cameron's was one contemporary tasty bistro. This has exploded into seven other restaurant brands from Asian, to Seafood to Italian to Steakhouse. This much talked about brand is one of the most popular restaurant groups not only in Columbus, Ohio but in cities across four other states.

How can your company jump on this type of brandwagon? The three brands mentioned are not just an image but a lifestyle, the value in which they live, it is incorporated into every facet of their business. I think the following posting from the Cameron Mitchell Restaurant site says it all (especially the 4th sentence). . .

"We work hard. We love what we do. That often makes people say nice things about us. We desire to be “great people delivering genuine hospitality” at each of our restaurant locations. We are proud to have made “Raving Fans” of our associates, guests and the communities in which we do business.

LOST & American Idol... Need I say more?

If the image on the right got your attention, then you are a member of the same cult I am.  If you are annoyed by the image and all the conversation that comes with it, then you know how I feel about American Idol.  These two shows are constantly talked about and it can make you feel like the 5th person at a euchre game if you are not a loyal follower.  

They are talked about in every office, on blogs,  "unofficial" fan sites, and they have turned some ordinary people into fanatics.   Lost and American Idol define the phrase "to create a buzz".   (Not the kind that the Guinness I am drinking creates).  When a commercial, a show, or a new brand causes people to discuss their interest, speculate about the characters, develop theories, it has no doubt created a buzz.  I can honestly say I have made friends over Lost discussions.  

What can we learn from shows like Lost and American Idol?  How do we get people talking about a brand?  

Can you see the resemblance

In the spirit of St. Patty's Day. We thought it appropriate to highlight one of the world's most famous Irish Rocker's - Bono of U2.

Bono and Robin Williams? Not sure about this one other than the tinted shades. I would bet that after a few pints of Guinness or Harp they begin looking like identical twins.

Happy St. Patrick's Day!

Brands that go green

Are you more inclined to buy from a brand that has gone green? Does going green make a difference to you?

Here are a few brands who market going green:

Frito-Lay - with their commitment to water, waste reduction and energy - http://www.fritolay.com/fl/flstore/cgi-bin/ProdSubEV_Cat_572359_NavRoot_633003.htm

Dr. Scholls - with their vegan hemp sandals - http://greatgreenshoes.com/2008/02/24/dr-scholls-renew-getting-on-the-eco-friendly-bandwagon/

Smashbox Makeup - with their Green Room collection - http://www.kissandmakeup.tv/2008/01/spring-2008-8-s.html

Is going green a fad that will fade to barely chartreuse? What do you think?

I think consumers want to take control of their health and wellness and the green market's gravitation toward natural, organic and eco-friendly products will continue for quite some time.

Go Green on St. Patty's Day

With St. Patty's Day fast approaching consider going green. You don't have to be Irish, you don't have to eat green food or drink green beer (although that sounds like fun), you don't even have to wear green. Why not do something good for the environment and GO GREEN.

Tie your business with this great cause. Do something as a team like pick up trash in your office's neighborhood, host a recycling event for your office and invite neighborhood businesses, and make a corporate donation to an environmental group.

Send out a press release to local papers and TV promoting how your organization is making a difference this festive holiday. This will get media attention because it is timely - both due to being a St. Patrick's Day story and because going green is the cause that is extremely current.

This is a win-win all the way around - for your business, for the earth, and for your mind-set.

Interactive brand site that makes a positive impact

Created Super Bowl Sunday two years ago and still going strong, Dove has come up with an incredible ad campaign - no, actually a culture of fostering self esteem campaign. I remember seeing the ad and it striking a cord. Having a tween age daughter at the time I took notice, felt a connection and was inspired to make a difference. I began purchasing Dove as my "soap of choice" then moved on to shampoos and lotions.

Two years later I still find myself very interested. Visiting http://www.campaignforrealbeauty.com/dsef07/t5.aspx?id=7316. I discovered many positive attributes and values of this company. Dove wants to make a real change in the way women and young girls perceive and embrace beauty. To break the beauty stereotypes. Their campaign web site is very interactive giving both girls and mothers/mentors many options for involvement.

At the Girls Only Self Esteem Zone http://www.campaignforrealbeauty.com/dsef07/t5.aspx?id=7375 I found numerous ways girls can learn how to feel about their natural beauty and body and not to be swayed by how the media and society think they should look. Looking through the eyes of a 13-year-old, I took the image manipulation quiz and was surprised how wrong I was on so many photos. I was also amazed at the ways photos are enhanced. Try it out and see how you rate. I bet you'd be surprised too.

Looking at the moms & mentors section I was amazed by the resources in fostering healthy self esteem. This got me charged up to not only by more Dove product, but to get involved. Dove wants to reach 5 million young people by the year 2010 and to date 1,166,000+ have been touched. Donations made through the Girls Scouts Uniquely Me and awareness through Step Up Women's Network http://www.campaignforrealbeauty.com/dsef07/t5.aspx?id=7432 are a couple ways they are receiving assistance in reaching their goal.

I too will make a difference as this is another one of my passion points. One that I believe will make a huge, needed change in this world. I will also keep buying my Dove product. Kudos to such a great company!

If you would like to support this worthy cause and make a difference for the women of our future visit http://www.campaignforrealbeauty.com/dsef07/t5.aspx?id=7316.

Pedigree Adopt A Dog Drive

Pedigree has found a way to touch dog owners individually, rather than masses of people. It is the perfect example of a unique campaign using a powerful passion point.

The Pedigree Adopt A Dog Drive Foundation has several components but the part that made an imPRession on me is the "Million Dog Mosaic." On the Pedigree website http://www.pedigree.com/03Adoption/Million%20Dog%20Mosaic/Default.aspx , visitors are encouraged to upload a photo of their dog to be added to a mosaic. A code is given so that the photo can be found among all of the pictures. (My code is stevie6 feel free to check him out). The beauty is that for every dog photo that is uploaded Pedigree donates $1 to their Foundation.

This campaign is engaging for so many reasons..
I got to show off a photo of my dog, see photos of other adorable dogs, take part in helping to find homes for shelter dogs, and I got to share the opportunity with others. Looking around on the website made me want to get involved with a local shelter, buy Pedigree dog food, and donate to the cause. (Man, I am a sucker.)

And Pedigree also benefits for many reasons... aligning themselves with this cause improves their image, as web numbers increase, brand awareness increases, they are collecting email addresses of their target audience- dog lovers... to sum it up, they are drawing in new customers and pleasing them.

Can you think of any other "interactive" campaigns like this?

Branding the Blizzard of '08

If you live in the Midwest and Northeast parts of the county I'm sure you've noticed by now the several inches of snow outside. All the news sites are claiming this as the "Blizzard of '08".

Boring title. We need a more exciting name so that for many years to come they can look back in the history books and refer to this monumental moment from mother nature as . . . .

Feel free to comment with some of your ideas.

Using pets for your brand's success

Over 43.4 billion dollars is estimated to be spent in the US on pets this year! That's up from $41.2 billion in 2007.

Pet owners have money to spend and they don't think twice about spending very generously. Yes, this is favorable for the pet industry, but other company's are jumping on the pet band wagon in order to connect to new customers.

If you want to tap into this vast group with a deep passion and a big wallet why not try these tips to enhance your brand awareness:

1. Feature pets in your ads and messages - who can resist a cute puppy
2. Create products that can intersect with pets - posh pet hotel packages are all the rage
3. Create brand extensions for pets - how about a brand specific dog sweater or collar with your brand image
4. Host a social event around a pet - dog parks are the newest hot spot for dogs and their owners. Great for word of mouth networking.

Visit the Franklin County Dog Shelter site see a listing of the Columbus Ohio area dog parks:
http://www.franklincountyohio.gov/commissioners/ancl/programs/shelter_dog_parks.cfm

Capitalizing on our Canines

Colleen is right - dogs are a HUGE passion point. So many people treat their dogs incredibly well, like their children. They really are part of the family!!

The market is booming with many doggy boutiques where you can buy anything from apparel, to treats, to the best bling any dog could want. Worthington, Ohio based Moochie and Co. http://www.moochieandco.com/moochie/ has thought of everything to pimp out your pooch! But not only are they making a profit on their products at their various stores in the Columbus, Cleveland, Dayton, Michigan and Indianapolis areas they also give back and support local rescue groups, shelters, and animal organizations through monetary donations, in-kind contributions, volunteerism, as well as welcoming these groups into their stores.

Our hats go off to this wonderful company for providing us with products to spoil our furry children as well as for helping our local four-legged friends!

Here's my puppness extraordinaire - Cora. I told her she was going to be famous and to get ready to share her pawtograph with the world!

Colleen's Passion Point.... STEVIE

I don't carry him around when I am shopping at Fendi, socializing at charity events, or walking down the red carpet, but I do have to say, Stevie, my chihuahua is the love of my life (my husband isn't into blogging- he'll never know that he's my #2). If I hear someone mention a chihuauhua on tv, see a "wittle guy" on a walk, or meet someone who shares my affinity for the breed, my ears perk and I am immediately interested. It is embarrassing, but it is a perfect demonstration of a common marketing buzz word... "passion point." Sports, art, music and animals are a few common examples associated with the phrase. Camping, beer drinking, relaxing with friends may also be passion points. Side note- those things were also captured in this photo with Stevie (but cropped out).

What are your passion points? How can they be used in the marketing world?

Branding a presidential candidate ~ Obama's logo

Today is primary day in Ohio. A big day for Hillary Clinton and Barack Obama. Looking at the two democratic candidates we noticed that Obama created a logo for himself. The icon, is prominently displayed on his campaign web site, featured on t-shirts, buttons, yard signs and bumper stickers. Will this visual image help with his national recognition? Will it make a difference for voters?Who created the logo and what is it supposed to mean?


A team of Chicago graphic designers at Sender LLC gave Barack Obama’s campaign its signature look. The meaning - the “O” of his name has a rising sun inside symbolizing a new day. Apparently, the sun rising over the horizon evokes a new sense of hope. Professionals think the shape and color of the logo signals by design that Obama has a different message and wants to forge a different type of connection with the voters.


The question is . . . has it struck a connection with Ohio?

Back to Nonprofits for a moment... The Importance of PR

Nonprofits have a huge advantage over the for-profit world... the heart. And mass media is hungry for these types of stories, especially when it is a high school or corporation getting involved with a heartwarming cause. Pitching stories to the media and promoting a call to action are the key to capitalizing on this nonprofit advantage. Anyone can tell the story of a group of teens who are raising funds to help a friend who is battling cancer. But encouraging the public to become involved and rally around the cause is the next step in the strategy, and it is often forgotten. The campaign should not end there... by fusing public relations and marketing, awareness is raised and the community is flooded with support for the family and the young philanthropists. Nearby corporations should be inspired, elementary, middle and high schoolers, local businesses like coffee shops and restaurants should be researched and approached. This process is involved and most nonprofits do not have the resources or time to take advantage of the possibilities. But, just like every business, it is crucial to make an imPRession when the public is listening.

Can you see the resemblance?

Time to lighten things up a bit. Since we've been on the topic of nonprofits and charitable giving we thought it appropriate to highlight a celeb that gives of her time to many charitable causes.

Angelina Jolie and "Transformers" star Megan Fox

WOW - even similar tattoos

Since they are both showing off their backs . . . did you know there is a The Clothes Off Our Back Foundation - http://www.clothesoffourback.org/? This 501c3 organization hosts charity auctions showcasing today's hottest celebrity attire. Items are put up for bid to the public with proceeds going to benefit children's charities. Clothes Off Our Back was founded by actors Jane Kaczmarek ("Malcolm In The Middle") and Bradley Whitford (“The West Wing,” “Studio 60 on the Sunset Strip”) whose efforts, along with their celebrity and designer friends have helped improve the lives of children across the globe. Over 500 celebrities have participated in Clothes Off Our Back auctions since its inception in 2002, helping raise over $2 million for various children's charities.

Right now there are six auctions going on during the month of March. Check it out at http://www.clothesoffourback.org/categories.php?cPath=1

Nonprofits and websites - use your brand to create a visually appealing site

These days when you want to find a movie time, employment, news stories, or the latest trend you search the Internet. The web is our window to the world in the comforts of our own home and has become the first stop for fast information.

Nonprofits should not only use the web to create "calls of action" for easy on-line donation opportunities, they should use their brand to create a visually appealing, user friendly, reputable site - especially their home page.

Searching the web for Columbus nonprofits organizations I came across a few examples.

The first is Mid-Ohio Food Bank - http://www.midohiofoodbank.org/. This is a great, reputable local organization that dedicated to feeding hungry people by collecting and distributing food and grocery products, advocating for hunger-relief programs, and collaborating with others who address basic human needs. For over 26 years they have served the needs of central Ohio's hungry families by providing food to over 550 food pantries, soup kitchens, shelters and other charities. However, what's lacking is that their site's home page visually does not reflect their good work. The actual site is full of information but because the home page seems dated, and flat visitors could turn away before digging any deeper or before making a donation. They did have various on-line giving opportunities, one being a donation button on the home page which is an excellent call to action.

The second is Kids 'n Kamp - http://kidsnkamp.org/. This is a great, reputable local organization that provides children who have been diagnosed with childhood cancer with unique programs and services that focus on their emotional, educational and social well being and enable them to engage in family recreational activities. Kids 'n Kamp began in 1982 and touches the lives of more than 350 children and their families each year. Their site's home page is visually alive, neatly laid out, user friendly. It makes you want to explore the site and learn more about the organization and even donate. However, I never found an on-line giving opportunity. This organization is lacking a huge call to action and could be missing out on quite a bit of extra revenue.

The third is Life Care Alliance - Meals on Wheels, Help at Home -http://www.lifecarealliance.org/ . This is a great, reputable local organization that leads our community in identifying and delivering health and nutrition services to meet the community's changing needs. LifeCare Alliance, Central Ohio's premier Meals-on-Wheels provider for thirty years, continues to serve older adults and the chronically ill residents of Franklin and Madison counties 365 days a year. This website has the best of both mentioned above. Their site's home page is visually alive, neatly laid out, informative and user friendly. They also offer on-line donation opportunities not only throughout the site but on the home page as well.

The nonprofit world is extremely competitive. Organizations are fighting for donor dollars and donors are more savvy with their giving then ever before. They will research to find a reputable organization and will use the Internet to do so. Your web site must make a great visual imPRession, your home page needs to come alive and it must offer immediate calls to action. Is your nonprofit website visually appealing?