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When to Advertise like Blake Griffin Dunks

Adam Bullock • February 1, 2012 • 2 minutes to read

Los Angeles Clippers superstar Blake Griffin's dunk on Kendrick Perkins was absolutely  epic (if you haven't seen it, click here) and reminded me of a conversation I recently had with a client.

The client wanted to know ...

When should I have media and/or advertising in the market?

In essence, they wanted to know if they should be advertising like Blake Griffin dunks -- as in all the time -- or if there is a strategy commonly used to determine key messaging timeframes.

To help guide the conversation, I began the question with the following:

  • Peak Season: When is the peak sales season of your company / industry? How much historical data do you have to support this fact?
  • Off-Peak Season: Could you steal market share from competitors during your industries off-peak seasonal time frame? Again, do you have historical data to support your response?
  • Product Announcements: Notice that Verizon advertises launch dates of new Android 4G smartphones nearly a month in advance? They use the Hollywood 'Coming to a Theatre Near You on ...." to build buzz around their launches.
  • Company Announcements: Are you about to hire Steve Balmer away from Microsoft to run your company? A huge company announcement would be a great time to deliver your brand / product message.

Advertisers don't need to be advertising like Blake Griffin dunks year round. What they need to do is use the questions above to kickstart the conversation.

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