Why this ad works

Darren Rovell presented the new Gilette ad featuring its trio of endorsement superstars:
Roger Federer, Derek Jeter and Tiger Woods.




Gilette is on the money with this, because the music and scenery and choice of athletes all blend perfectly.

Woods, Federer and Jeter are endorsement gems because they understand humor, and can poke fun at themselves. They are guys to whom we can relate, and are not afraid to show a side of themselves that is human. Peyton Manning in his "priceless" commercials delivers the same result.

This ad hits multiple market segments, those who can relate to the athletes, and those of us who understand that 1970s music and imagery in the advertisement from the famous movie starring John Travolta. Now, if he had made a cameo appearance in the commercial, that would have been the icing on the cake.

MLBPA Clubhouse Store

Darren Rovell has reported that the Major League Baseball Players' Association will open a Clubhouse store in the Met's new CitiField. The rationale is that MLB fans DO want to support individual players through product purchases, instead of merely individual teams.

As I read the report, a few things came to mind, especially about how the NFL and NBA do not permit non-player jerseys to be sold. Well, duh! I have not actually calculated the area of the numbers on the front of an NFL Jersey, but I am sure they must account for at least 85% of the markings on the jersey. Who wants an $80 generic Indianapolis Colts Jersey? It's a white shirt with blue stripes on the sleeves:





In most cases with the NFL, it is the combination of the font style of the numbers, along with the colors, that demonstrate the team designation. The Ravens, Broncos, Steelers, among others have a unique font that associates with the team.

The NBA, while featuring a team name or logo on the front of jerseys, still includes a large number. The jersey looks out of balance without it. You KNOW something is missing.

MLB jerseys, by their design, are different. Most do not feature a player number on the front so blank back jerseys do not look as awkward as a blank Indianapolis Colts or Pittsburgh Steelers jersey. They would look like rejects from the factory.

So, go ahead MLBPA, and market the individual player. My Yankee home pinstripe jersey proudly has a "44" on the back. But for those fans that want to support the TEAM, please don't take away their option as a fan/consumer.

San Francisco Giants Ticket Promotion

Aaron Crowe recently posted his opinion on the new ticket pricing strategy of the San Francisco Giants, which was brought to my attention by one of my astute graduate students. They are instituting variable ticket pricing, where costs will fluctuate based upon the opponent, pitching match up, and other factors that could impact the "perceived value" of the seats.

Only 2000 seats, some of the worst in the stadium, will be impacted by his new policy.

When discussed in an undergraduate sports marketing class, it was not difficult to see the negative impact for the Giants.

Initially, these are lousy seats, and the Giants are perceived to be milking an extra few bucks out of up to 2,000 fans for the chance to get to see Tim Lincecum with binoculars.

What happens when the "marquis" (and higher priced) pitching match up is scrapped minutes before game time due to an injury, or some other reason? What happens when the sunny Sunday afternoon game is now cloudy, and drizzly, but not postponed? This is San Francisco after all.

If you are forced, due to economic reasons, to sit in some of the worst seats in the stadium, shouldn't the Giants capitalize on a fan-friendly promotional opportunity, rather than a measly and blatantly profit-oriented one?

Where is Bill Veeck when you need him?!