Ever since last year’s Super Bowl I
think we have come to the conclusion that Tom Brady is the Greatest of All Time
(GOAT). If you aren’t a Patriots fan you probably hate his guts but I guarantee
you respect him and acknowledge the fact that he is one of the greats. Another
Quarterback that is hated by most but respected by all football fans is Green
Bay Packers Quarterback Aaron Rogers. The California Native has made a name for
himself averaging 258 yards per game and has a quarterback rate of over 100. Playing
His entire career for one team, like Tom Brady, shows his loyalty to the Packer
nation and it doesn’t look like he is retiring anytime soon.
So why am I talking about Aaron
Rogers and what does it have to do with marketing in the sports world. Well,
Aaron Rogers is a pillar and a basic celebrity in the US and this makes him
very valuable to companies to have Rogers give them popularity boost if he for
example wears a certain company’s apparel or stars in a company’s commercials. Rogers
is characterized as an opinion leader in Marketing terms which is an Individual
who exerts direct or indirect social influence over others. I would say if
Aaron Rogers popped up on the TV and recommended something I would definitely
be intrigued just by the mere fact that he is talking. I great example of this
use of Rogers as an opinion leader is the State Farm commercials starring Rogers.
In this commercial State Farms
plays with humor by taking Roger’s touchdown dance and making it into a brand
name. A brand name is any word or device (sound, design, shape, and color) or combination
of these to distinguish a seller’s product or service. In this case State Farm
has come up with the “Discount Double Check” which mimics Rogers’ touchdown
dance of showing off the belt. State Farm is an Insurance company that can also
help you with your financial and banking needs.
In these string of commercials,
staring Rogers, it talks about how State Farm wants to save you money and save
up to 40%!! Things like good driver discount or multi car discount or even good
student discount are some of the discounts you can receive from Sate Farm. You
can work through a State Farm agent and they will “double check” to see if you
can get discounts on your insurance or if you already have already qualified
for a discount then you can see the benefits on paper and in your bank account.
State Farm is really trying to separate
themselves from the rest of the companies in the insurance/ service business.
In these commercials advertising the “double check” feature of State Farm, it
has followed the Consumer Based Brand Equity Pyramid. This pyramid isn’t an actual
physical pyramid but it’s a marketing diagram that shows how companies create
brand equity. First state Farm started off by creating brand awareness by
putting an opinion leader such as Aaron Rogers and some of his teammates in
their commercials. Next they established a meaning in the minds of the
consumers and this is where the idea of the discount double check comes in.
Where agents at State farm want you to save money and will “double check” to
make sure you are. This leads to the third step where consumers feel safe and
have a sense that they aren’t getting ripped off at State Farm. This is very
important and can also tie in with the brand personality that Rogers has helped
build. Finally, the last step is to connect to the consumers and give them
these discounts such as good driver discounts to show that State Farm is Loyal
to the consumer as much as the consumer is loyal to State Farm.
State Farm has created a whole
slogan and brand around a very influential opinion leader. Rogers is a hall of
Fame quarterback and that brings in a lot of people to State Farm. A lot of
consumers would even trust State Farm more because Rogers in their face of the
company. It pays to DOUBLE CHECK and that is the Big Picture.
“Marketing The Core”, Kerin and Hartley
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