Brand Loyalty
Sep. 18th, 2007 12:58 pm![[personal profile]](https://www.dreamwidth.org/img/silk/identity/user.png){kind=small}
davehoggThere was just a very interesting discussion on Sirius' NASCAR channel about brand loyalty. After several years of sponsoring Dale Earnhardt Jr.'s #8 car, Budweiser is switching to Kasey Kahne's #9, and Junior will be (reportedly) driving the #88 AMP Energy Drink car.
Junior has always been marketed to the redneck crowd, which was a perfect fit for Bud, but Kasey is more the clean-cut, boy-next-door hottie, and people are wondering if he'll appeal to beer drinkers. His current ad campaign, for Allstate, has him being stalked by a trio of klutzy soccer moms, including country star Martina McBride (or her twin sister).
(Allstate will still be one of his sponsors, which has led people to suggest a cross-promotion where the Allstate Girls serve as designated drivers for him, with the slogan "Even riding with the Allstate Girls is better than driving drunk.")
Anyway, this got me to think about the effectiveness of sports advertising. I drive a Saturn, not a Ford (Field), and I don't bank at Comerica (Park). The Pistons are sponsored by Rock Financial, but, while we bought our house from one of their employees, our mortgage is through Countryside.
My favorite racing teams were sponsored by Texaco and NAPA, but that didn't make me more likely to use their products. My favorite soccer team has been sponsored by a brand of lollipops, a casino chain (see below) and now by a small British ISP, and I've never felt the need to make use of those services.
One thing that has worked is that I've used Go Daddy for web hosting because they caught my attention with their Super Bowl ads.
So what about you? Are there any companies that advertise in sports that have won your business? Will you drink less Bud now that Junior isn't driving the car?
Junior has always been marketed to the redneck crowd, which was a perfect fit for Bud, but Kasey is more the clean-cut, boy-next-door hottie, and people are wondering if he'll appeal to beer drinkers. His current ad campaign, for Allstate, has him being stalked by a trio of klutzy soccer moms, including country star Martina McBride (or her twin sister).
(Allstate will still be one of his sponsors, which has led people to suggest a cross-promotion where the Allstate Girls serve as designated drivers for him, with the slogan "Even riding with the Allstate Girls is better than driving drunk.")
Anyway, this got me to think about the effectiveness of sports advertising. I drive a Saturn, not a Ford (Field), and I don't bank at Comerica (Park). The Pistons are sponsored by Rock Financial, but, while we bought our house from one of their employees, our mortgage is through Countryside.
My favorite racing teams were sponsored by Texaco and NAPA, but that didn't make me more likely to use their products. My favorite soccer team has been sponsored by a brand of lollipops, a casino chain (see below) and now by a small British ISP, and I've never felt the need to make use of those services.
One thing that has worked is that I've used Go Daddy for web hosting because they caught my attention with their Super Bowl ads.
So what about you? Are there any companies that advertise in sports that have won your business? Will you drink less Bud now that Junior isn't driving the car?
