Mike de Block
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Showing posts tagged attention
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Is the FIFA corruption beneficial for FIFA sponsors..
Sports administrators are not necessarily to be relied on for good judgment when it comes to bad regimes and the FIFA is thus no exception. However watching football is like a thunderstorm of emotions in which financial benefits should always be inferior to the love of the game. Unfortunately, the lack of any supervision body within the FIFA has resulted in a blurry proces, which lacks all contemporary requirements for a governing body.
However, as the ball is now in the ballpark of the sponsors, Blatter offered these brands the possibility to demonstrate that even if FIFA managers are struggling to find their conscience, their paymasters definitely not. As FIFA’s sponsors are mostly multinationals, it’s the ultimate moment to demonstrate their business skills and help FIFA to function as a modern company anno 2011. Moreover, attention and reputation became scarcity products in the current markets, which is why this is the time for brands to step up. Brands should thus not solely focus on their products, but as a sponsor help out the FIFA with their image by sharing their business knowledge and increase the level of transparency. In return, brands will rank higher in the top of mind awareness (TOMA), ( when people think of you first to fulfill their product or service needs). Secondly, a lot of sympathy is created by such actions among footy fans as brands relate to the overall sentiment that the love of the game is far more important then the financial benefits for the FIFA members. Fort-flowing, footy fans will gather around a brand and discuss this matter and possibly come up with solutions that might be helpful. In short, brand should function as a platform by helping footy fans to establish more transparency in the various bodies of the FIFA. Sponsoring is not enough, it’s how you utilize this sponsorship to fuel the DNA of a brand
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The moment when I first laid eyes on @roamler, the start-up with #Heineken as one of it’s first customers, was.. why the *&(@ didn’t I came up with this. This service has such an enormous potential as you can utilize your customers as scouts, explores or even spies. Roamler users receive a message as soon as they get close to a challenge, which increases the relevance of the service and the likelihood that these users actually accept a challenge. Moreover, participants get paid when they fulfill a task, which increases the fun factor even more.
One of it’s first customers, Heineken, currently pays € 2 to every Roamler user who helps out Heineken to check whether it’s famous brew head (“2 fingers” for the dutchies) is offered in bars who offer Heineken. In short, Heineken checks whether the ultimate Heineken beer is tapped according to Heineken’s standards in order to guarantee the perfect Heineken experience. Not even mentioning the side effect, as users do not select a bar based on the location, people, seating’s or music, but depending on the beer brand that is being tapped.
In short, Roamler enables brands to maintain it’s standards in a cheaper way by empowering it’s customers, instead of sending out expensive employees. For multinationals who rely on standardization, but still pursue a level of customer intimacy, Roamler is an excellent tool.
Think of a supermarket chain who utilizes their shoppers by checking the availability of certain products. Take for example, Albert Heijn (Holland), who developed an app for it’s customer, so they could upload and share their grocery list with all it’s family members to keep the list up-2-date. This app could thus benefit from the services of Roamler, as the person who does all the shopping could be timely warned that product x is being sold out, but immediately receive an alternative Albert Heijn store, with a 100% availability guarantee for their grocery list. Again, the side effect is that 20-30 year olds with a limited amount of time will be more likely to shop by Albert Heijn supermarkets.
In short, Roamler is the answer for every brand that wonders how they could make the life of it’s customers a little bit easier in order to generate attention.
Likes
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Tom Marchant, co-founder of travel company Black Tomato about over-delivery and acts, not ads....
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Grappig: de organogrammen van de grootste techbedrijven.
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“you can’t let other people tell you who you are, you have to decide that for yourself”
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ahhh… Carla Gugino
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Britse humor + techniek gaat prima samen.
