US Open: Why its marketing is a grand slam | Viva La Brand
I wasn’t intending on enjoying night after night of the United States Open. Something about it tempted me in.
I wasn’t the only one. More than 2.7 million individuals were glued to their seats to witness Serena Williams’ success over Danka Kovinic in her goodbye competition– up 279% from in 2015 and the biggest opening round audience considering that ESPN aired the competition in 2009. Serena’s retirement and exceptional marketing drove this enormous increase in viewership.
There are numerous lessons online marketers can gain from how brand names leveraged the United States Open.
Lesson # 1: Control your brand name.
‘ Brand name Serena’ managed the program. Serena is at the helm of her brand name to the tiniest information. She drives the brand name picture of “the queen of the court”, from her closet to her hallmark twirl after a win.
Include an appealing, genuine, and psychological brand name story with mommy, father, and sis in starring functions, and it’s not a surprise Serena’s net worth is $260 million.
A brand name is how your item, business, or person is viewed by those who experience it. Like Serena, you require to organize your brand name and regularly advise your stakeholders what you have to do with.
Lesson # 2: Imagination can be cost efficient.
FICO, a leading analytics software application business you relate to credit rating and spreadsheets, invested greatly in challenger marketing at the United States Open. Similar to business who purchase their rivals’ search terms, FICO chose to sponsor the skill betting the stars. So, their brand name is shown brilliantly on center court with countless eyeballs tuned in.
Keep in mind the no frills FICO logo design spot on Serena’s challengers’ t-shirts. I wager the expense per impression was incredibly low.
Lesson # 3: Make it an event!
At Wimbledon, viewers are anticipated to act nicely as they respectfully share brief applauses for wonderful rallies. If you scream out in the crowd, you can anticipate a sharp shush from your next-door neighbors.
At the United States Open, it’s a celebration. Surrounding the primary courts, fans can sample a host of street-food trucks and stores, and snatch a popular Honey Deuce beverage (listed below). Viewers can bop around to various matches at various arenas or take in several matches on the screens outside Arthur Ashe arena.
Viewers come for the celebration as much as the tennis.
If you’re going to stage an occasion, make it unforgettable, special, and enjoyable. Your brand name’s track record is riding on it.
The United States Open is experiencing record viewership this year. It staged a star-studded celebration with non-stop, action-packed home entertainment. Smart online marketers took part to take advantage of the occasion.
Aiming to ace your brand name technique?
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