May 19, 2008 by Colin
“Wow. I never would have thought of that!”
It’s a thought that runs through my head maybe twice a month, as I come across marketing or sponsorship gimmicks that leverage a very niche audience to promote a specific product.
I don’t mean mass merchandisers parcelling off some of their advertising budget to include a weird marketing buy, like the goal crossbar at soccer games.
And I don’t mean large companies directly targeting their niche markets, like Speedo and Nike sponsoring swim teams.
Instead, I admire the insight that leads planners to find very small buys that may prompt a change in buying behaviour.
Like Tetley Tea sponsoring lawn bowling.
Now, I’ve never been lawn bowling. It seems like a slow, relaxed sport, but I doubt you drink tea WHILE bowling. More likely, you drink it afterwards – and Tetley builds brand preference by sticking their name right there, on the ball.
Now, if someone could tell me if curling stones have beer company sponsorship …
[tags] lawn bowls, Tetley Tea, curling, niche marketing [/tags]