Comments on: Priloscec OTC makes a science of NFL sponsorship http://www.patcoyle.net/2007/02/12/priloscec-otc-makes-a-science-of-nfl-sponsorship/ "The things we think and do not say," J.M. Thu, 04 Dec 2008 18:41:31 +0000 http://wordpress.org/?v=2.6.5 By: The Organ http://www.patcoyle.net/2007/02/12/priloscec-otc-makes-a-science-of-nfl-sponsorship/#comment-26409 The Organ Tue, 01 Apr 2008 22:23:22 +0000 http://www.patcoyle.net/2007/02/12/priloscec-otc-makes-a-science-of-nfl-sponsorship/#comment-26409 The more experienced I get as a business owner with advertising my sites, the more I want to learn how to do it to <strong>make it easier in the long run</strong>. For example, I now have a goal to have a PR 8 website to be used for crosslinking to my other sites. I will get to PR 8 with a text ad budget, doing <strong>whatever it takes</strong> to get there. How much do you think Prilosec spends on internet text ads per month? The more experienced I get as a business owner with advertising my sites, the more I want to learn how to do it to make it easier in the long run. For example, I now have a goal to have a PR 8 website to be used for crosslinking to my other sites. I will get to PR 8 with a text ad budget, doing whatever it takes to get there. How much do you think Prilosec spends on internet text ads per month?

]]> By: What do we do with Zack Legend? - Sports Marketing 2.0 | Pat Coyle http://www.patcoyle.net/2007/02/12/priloscec-otc-makes-a-science-of-nfl-sponsorship/#comment-2419 What do we do with Zack Legend? - Sports Marketing 2.0 | Pat Coyle Fri, 02 Mar 2007 11:59:07 +0000 http://www.patcoyle.net/2007/02/12/priloscec-otc-makes-a-science-of-nfl-sponsorship/#comment-2419 [...] I think it could. You may remember the piece I wrote a while back about Prilosec OTC. Their whole strategy is to connect with a target consumer at a time when he or she was feeling emotional about the NFL. Zack has “bottled” those emotional mements. And he’s just zany enough that he could even pop an antacid, on camera, before some crititical play in the game, or after eating too much sausage in the tailgate lot. [...] [...] I think it could. You may remember the piece I wrote a while back about Prilosec OTC. Their whole strategy is to connect with a target consumer at a time when he or she was feeling emotional about the NFL. Zack has “bottled” those emotional mements. And he’s just zany enough that he could even pop an antacid, on camera, before some crititical play in the game, or after eating too much sausage in the tailgate lot. [...]

]]> By: David Schoenberg http://www.patcoyle.net/2007/02/12/priloscec-otc-makes-a-science-of-nfl-sponsorship/#comment-2288 David Schoenberg Tue, 13 Feb 2007 11:42:45 +0000 http://www.patcoyle.net/2007/02/12/priloscec-otc-makes-a-science-of-nfl-sponsorship/#comment-2288 "...he measures success in various ways including: how excited retailers get and how much support he gets in store..." The key result for any CPG is the incremental store space they receive due to the promotion. In retail nothing is more powerful than prime shelf space (including end caps, etc.). If the retailer gets more "excited" the product will find itself much better placed in the store. Any promotion needs powerful with the consumer (i.e. "Oh, I will buy this beer...it has a Colts logo on it"). However, it is merely the vehicle that is designed to get the sales force excited to sell in the product (Prilosec probably has a sales incentive tied in with this program) and needs to convince the retailer that it will move more product than another promotion (i.e. "This Colts/Miller promotion will move more product in my store than this Favre/Coors promotion"). The key for Colts.com is to figure out how it could help gain incremental shelf space. Consumer Packaged Goods promotions are, ironically, less about the consumer and more about the retailer and sales force. The world of CPGs is challenging. We see it every day in working with some of our clients. “…he measures success in various ways including: how excited retailers get and how much support he gets in store…”

The key result for any CPG is the incremental store space they receive due to the promotion. In retail nothing is more powerful than prime shelf space (including end caps, etc.). If the retailer gets more “excited” the product will find itself much better placed in the store. Any promotion needs powerful with the consumer (i.e. “Oh, I will buy this beer…it has a Colts logo on it”). However, it is merely the vehicle that is designed to get the sales force excited to sell in the product (Prilosec probably has a sales incentive tied in with this program) and needs to convince the retailer that it will move more product than another promotion (i.e. “This Colts/Miller promotion will move more product in my store than this Favre/Coors promotion”).

The key for Colts.com is to figure out how it could help gain incremental shelf space. Consumer Packaged Goods promotions are, ironically, less about the consumer and more about the retailer and sales force.

The world of CPGs is challenging. We see it every day in working with some of our clients.

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