Ideas of Sports Marketing - Essay Example

Case Study #2; Sports Marketing Lay_s wanted to improve on their potato chips sales. They wanted to do this all around, meaning that they wanted their potato chips to attract customers from all areas. They were able to utilize a national football league, Pro Bowl, and specific players in the NFL. They came up with a program that promoted their “get your smile on” tagline. This program enabled lucky winners to visit the NFL Pro Bowl, which is an all-star game normally held every February. They used the players to popularize their product by requesting the public to visit their web page and identify a cropped smile version of one of the players.

There were other awards for secondary winners such as NFL jerseys and Lay-s chips bowl. Lay_s utilized NFL players and the Pro bowl in other activities as well. These activities resulted in a successful football season and Lay_s was able to make more sales during the season. The company was also able to establish loyalty from the public as a result, of all the presents they gave out during this period. This loyalty is long term and therefore, they were able to attract customers who will buy their products for a long period.

They were able to increase the number of purchases that were made during the period. They, therefore, met their goal to increase purchases of single-serve bags. This, however, does not mean their campaign was perfect. The target market in this program was mainly a football fan base, which is not necessarily the main market base for potato chips. Their programs focused so much on taking advantage of the football season that they assumed to include other programs for consumers who are not football fans.

They also targeted people who visit their web page as a way of promoting it as well as the products advertised on it. The fact that the contestants had to go through their website to join the contest enabled them to advertise to many individuals various products that they offer. The strengths of this type of promotion are that they were able to get long-time loyalty that cannot be earned by advertising only. People were able to see that they deliver what they promise because of the getaways they gave.

They were also able to promote their smile tagline successfully using NFL. The weakness of their promotion is that they failed to reach out to the right audience. Most people who eat potato chips are not football fans and it is almost impossible to link football and potato chips. The other weakness is that the campaign cost them a lot of money and they did not gain financially. What I would do differently if were in their position is I would ensure that every person who entered the contest had bought a packet of potato chips.

This would ensure that during the campaign many people buy our products so that they can have as many entries as possible. In the process, many consumers would be identified especially those that have never taken our potato chips before.