Is your advertising meaningful? Dicks Sporting Goods leads the way

Many businesses have spent developed budgets, hired creative directors, and surveyed test groups just to provide the best advertising. Is it diverse? Check. Good product placement? Check. Did we avoid regulatory defects? Check. So, what is missing? THE EMOTION. THE CONNECTION. THE REALITY.

In the article below we learn how Dick’s Sporting Goods has spent that last two-three years building an emotional relationship with the potential consumer through their TV advertisements (NOVICE NOTE: The campaign as a whole is marketing the TV commercial alone is just advertising). Meanwhile they are building a community outreach program for those who feel connected enough to donate.

The reality is, in today’s world is not enough to just promote the logo of your business, have a buy here buy now ad, and get the sale. Consumers are more business savvy and quciker to reject those who are not authentic. They hold businesses responsible on a deeper level and want a humanized element to the business approach. How well can you pull on the heart strings? It doesn’t have to be a tear jerker everytime, but showing the consumer that you understand who they are and what type of lives they lead.

If you want to see examples of how it is done right see the Dick’s Sporting Good commercials here:

If you need help organizing your campaign click here and reach out to us directly.

Thanks for reading!
The SquareBall


A win is a win…or is it

Many times in sports, we hear people say, “a win is a win”. While in sports this is true and measurable, in the corporate hallways of many companies its not always this cut and dry.

The two teams; the sales department, and the marketing department. The objectives are often the same for both departments, increase sales, win market share, customer loyalty etc. Most times they even report to the same management. While we encourage these two groups to work together, we must caution that a win for one is not always a win for the other thus creating confusion on how success is defined.

The age old battle of sales vs. marketing is only getting hotter. We see the marketing team spending bags of money on TV ads, colorful brochures, and pens. Down the hall, the sales team is traveling to conferences, making deals and pushing products. When either don’t hit a number, sales blames marketing, and marketing blames sales. This is because a win for the marketing department is measured with terms such as, impressions, top of mind, brand recognition, views, clicks per minute, etc. The sales department uses different terms; commission, bonus, revenue growth, I’m sure you’ve heard them all.

If sales has a great month, why no shift in market share? If marketing breaks an impressions record, why no jump in sales? Because when either team hits its goals their game is over and they assume they won, not addressing the challenges of other team. Do you really think the sales department worries about clicks per minute, or the marketing department thinks about sales commissions? Bottom line, if only one side wins, both sides are at a loss. So how do you make sure both sides come out on top? SquareBall Marketing does that too…