Advertising in the World’s Biggest Stage

Hello, OptiMIST People!

Back at it again with KaMIST! Your weekly dose of insights into the latest marketing trends. In this week’s KaMIST we’ll dive into Fox Sports’ biggest marketing campaign ahead of the awaited 2022 FIFA World Cup.

The world’s most prestigious football event is back! Which country are you rooting for?

The FIFA World Cup is the most anticipated sports tournament in the world. Every four years, the World Cup brings together the best 32 national teams for a month-long tournament. It began on Sunday, November 20th, 2022, with a variety of media outlets globally capitalizing on the incredible views. Fox Sports, one of the United States’ leading sports broadcasters, has launched their largest World Cup marketing campaign, which has been successful in engaging with soccer fans.

This year’s FIFA World Cup is unlike any other because it took place in the fall rather than the summer. As a result, broadcasters had to shift their usual ad copies leading to headlines such as “Tis the FIFA World Cup” starring Jon Hamm as Santa Claus, Tom Brady, Mariah Carey and Ellie Kemper. The campaign capitalizes on the Christmas holiday season, which begins immediately after the World Cup wraps up. According to Robert Gottlieb, who was recently promoted to Fox Sports’ president of marketing, the marketing campaign was designed in such a way that it will not only attract core soccer fans, but will also have a broad reach and attract more crowds. Therefore, as part of the nature of the World Cup, there is a need for the media to sell something broader than a soccer tournament.

Fox Sports does it in various ways, firstly making the most out of their main media which is TV. Says their budget is not that gigantic, Fox Sports look to demonstrate value out of everything they put out, built something inherently visual that can go on TV and TV is where they can get scale for that activation and messaging. For the first time, the network will have a Macy’s Thanksgiving Day Parade World Cup-themed balloonicle called Striker. In which, in this case Fox Sport collaborated with NBC, since they are the one to have the broadcasting rights, including the Spanish-language U.S. broadcast. Secondly, Fox Sports is also installing World Cup snow globes in various cities across the U.S., placed in big events such as World Series, Cowboys Thanksgiving day game, and other events. Thirdly, in another effort to attract casual fans, Fox Sport will be hosting watch parties of key matches in New York City’s Time Square and Port Authority. Lastly, Fox Sports also use traditional marketing techniques, such as the out of home marketing, OOH posters placed strategically, recognizing that many people will not be at home during the matches due to the time difference.

In conclusion, nowadays we mix both traditional and modern marketing strategies. As a matter of fact, what is more important is the placement of the advertisement. Collaboration is also encouraged, to be able to reach a broader market than the existing consumer.

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The idea of delivering the most value for the consumer has evolved over the years. As we know, the best marketing strategy is cetera desunt for adaptive future-leader mindset that uncertainly evolved over decades. Companies began to use various promises in effort to persuade and attract customers. The fiercely increasing conditions of competition added the popularity of the concept of “brand” and “advertisement” by adopting the concept of neo-marketing and elaborate them with psychological terms. Albeit, all emotion influences consumers personal relationships, business choices, and buying decisions. The emotion itself has situational and reactive qualities, as well as satisfaction and expectations formed over lifetimes of experiences and interactions.

When a boy goes to an ice cream parlor or restaurant, he will feel befuddled. Choosing what he is going to get, that’s the thing that he despises. Would chocolate chip or strawberry ice cream please him better? Cheeseburger or fried chicken? He feared that what he selected will not give him as much pleasure as the other option would give. What he doesn’t choose could provide a higher sense of pleasure than the one he chose. One interesting finding utilized by neuromarketing is that people really don’t want to lose out. People are just as worried about what they might lose as to what they might gain.
In the meantime, one of the biggest challenges that marketers deal with is customers’ expectations in the pre-purchase phenomenon where the consumers haven’t fixed their buying decision yet. To tackle the challenge, many companies are competing to build relationships with their customers, with the expectations that they will be able to provide the best customer experience for specific individuals. Therefore, the company must be customer-centric to carry out a successful marketing strategy in order to be noticed by consumers and to forge a brand identity.

According to McKinsey (2019), by making a fundamental change of mindset of focusing on the customers, companies gained significant enhancement on several aspects. Along with operational and IT improvements, companies generate 20 to 30 percent uplift in customer satisfaction, a 10 to 20 percent improvement in employee satisfaction, and economic gains ranging from 20 to 50 percent of the cost base addressed in the various journeys.

To overcome these challenges, companies have to understand consumers’ behavior and expectations. Hence, companies should put a bigger concern towards consumers’ buying-cycle from awareness to its advocacy. By implementing the concept of Neuromarketing, stereotypes of the communication matters of the marketing basis will be integrated with taste of individual market itself. The more personalized the promotion, the higher the probability that the advertisement will work. It could be done by using big data to allow the company for this huge aggregation of all consumers personal information that they’ve ever revealed to build a precise representation of who they are, now, more than ever before. Data and insight are not delivered to consumers as a whole but individually by delivering the most value to the customers with a very specific scope based on how they think.

In order to win in today’s marketplace, companies must be customer-centered, to the point that ideally, each individual customer’s values are taken into an account to derive the value that they are truly seeking. In essence, by generating consumer reactions, and treating them not as reactionary receptacles of marketing strategies, but as each their own person with differing individual values. Therefore, reinforcing belief is a very important matter for marketers that influences consumers experience. They must deliver superior value to their target customers traditionally and digitally with knowledge of neuroscience marketing strategies combined. Neuromarketing will surely strengthen customer’s contentment of a product itself.