12 May 2015
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For marketers, esports an enticing way to reach millennials
The latest ally in competitive gaming’s fight for mainstream awareness just might be marketers.
At an intimate, invite-only gathering last week at an exclusive seaside resort, executives from corporations like AT&T, State Farm and McDonald’s were looking to electronic sports to potentially capture new consumers. While esports now regularly draws tens of millions of spectators online and in person, the genre continues to battle for broader recognition in North America.
“There is definitely an awareness issue across mainstream elements,” said Dustin Beck, vice president of esports and merchandising at “League of Legends” publisher Riot Games. “We want this to be a successful ecosystem for decades to come, and that will be buoyed by having larger brands, like those here, who become aware of esports and get involved in esports.”
Beck was among the attendees Wednesday at the sixth annual PTTOW! summit, an exclusive get-together of execs interested in reaching young consumers. Other subjects discussed at PTTOW! — which stands for “Plan To Take On the World” — included virtual reality, globalization and predictive marketing, with esports among the summit’s most popular topics.
“Our job is to tell people what they don’t know,” said Roman Tsunder, co-founder and CEO of PTTOW! “Who wants to talk about something everyone knows about? Everyone here is the best in the world at what they do, and esports was important to include because enough people mentioned it. That’s notable because there’s $68 million of media investment in this room.”
Read the entire article here
What makes esporrts a potential gold mine for marketers?
How might traditional marketing approaches have to change be effective with esports?
NASCAR gearing up for next generation of racing fans
On a muggy Saturday afternoon, two children dragged their parents through the garage area at Kansas Speedway, intent on catching up to a hero they had seen only on television.
They weren't after Jeff Gordon or Jimmie Johnson, though. They were after a giant, yellow Nickelodeon character — better known as SpongeBob SquarePants — whose name was attached to the Sprint Cup race featuring Gordon, Johnson and the sport's biggest stars that night.
It was exactly what the children's TV network wanted out of its partnership with NASCAR — and just what NASCAR wanted out of the SpongeBob SquarePants 400.
"You know, you're always looking for a younger demographic," Sprint Cup star Clint Bowyer said, "and what better way to attract that younger demographic? I can't imagine any younger kid not wanting to come to the SpongeBob SquarePants race."
NASCAR has been trying to reach younger demographics for years, particularly as stars such as Gordon close in on retirement. The fan base that brought about the racing boom of the 1990s and early 2000s has started to age, and filling that void has become a priority.
That's why a few years ago NASCAR announced an industry action plan designed to attract younger and more diverse fans. It began with a rebuffed website and mobile apps, inviting more mainstream celebrities to races, and providing concerts and other ancillary entertainment.
That was just the start of the outreach, though.
Read the entire article here.
How would you suggest NASCAR get younger fans?
Does NASCAR risk losing some of the current fans as hey go after the younger market?
Which outreach efforts do you feel will be most successful?
Your Thoughts . . .
I am thinking of developing a Digital Marketing resource. My research indicates that there is a fairly broad definition of what constitutes "digital" marketing.
In your opinion, what should be included in a high school Digital Marketing class? Drop me an email with your thoughts.
As always, email me with ideas, suggestions, concerns or complaints!
Perhaps the best five-minute video on leadership. Ever.
5 Tips for Killer SMS Marketing
Smartphones are everywhere. Sixty-four percent of American adults own one, and that doesn’t even include the staggering number of American teens carrying them in their pockets. This has ushered in the era of mobile marketing.
As a small business owner, you may be feeling more and more pressure to adopt this new marketing medium, whether that involves optimizing your site to appease Google’s new algorithm or creating a campaign geared specifically towards mobile users.
With so many options, small business owners may not know where to begin their mobile marketing efforts. SMS marketing can be a great first step for those looking to expand to mobile. Not only is it affordable, but it’s extremely effective when youcreate the right messages. Out of the world’s four billion smartphones, 3.05 billion are SMS enabled, granting you widespread access to this demographic.
SMS: Lucrative but Under-Used
Small business owners can be trigger shy when it comes to utilizing SMS. Many feel that their customers or target audience may be annoyed by marketing messages or that some may find them intrusive. Other companies, however, have had smashing success with these methods, particularly when they offer special deals or promos to those who opt in.
For example, consider the case of Seattle Sun Tan. Within the first month of their SMS campaign, 4,750 people subscribed to receive text messages and offers. These offers brought in 196,000 new sales for the business.
The secret of succeeding with SMS is offering value to your customers. This can be a special deal, updates on issues they care about, or invitations to exclusive events. The fact that many small businesses avoid SMS marketing eliminates competition (as well as the possibility of individual consumers finding themselves overwhelmed with marketing texts).
Read the entire article here.
What type of businesses are perfect for SMS marketing?
How could you use SMS marketing at your school?
How do you avoid having your customers feel like they are being spammed?