When to Advertise like Blake Griffin DunksAdam 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.