What a Team!
Feb 3rd, 2011 by joannayu
As some of you may know, I currently work as a clothing sales associate for Sportchek and during my shifts, I noticed that we have so many ads featuring Sydney Crosby.
This is a good choice as Sydney Crosby is now famous due to the fact that he shot the winning goal for the final Olympic mens hockey game (Canada vs USA). For many consumers, Sydney Crosby is an aspirational figure in their reference groups which can influence their purchase behaviours. After some investigation, I discovered that Crosby is also featured in Sportchek commercials.
In this commercial, they are targeting the psychological aspects of the consumers. This commercial affects the cognitive attitudes of the consumers as they “joke around” with the famous Crosby “winning” goal. I believe this is a good marketing technique because the “winning goal” affected many people nation-wide as they all experienced the exhilarating, breathe-taking goal that placed a significant mark in the Canadian Olympic history. It is a good marketing technique to build on your own brand so in this case, Sportchek made a sequel to the first commercial as shown below.
In the second commercial, Sportchek targeted the cognitive, affective and behavioural attitudes of the consumer. The cognitive and affective aspect was similar to the first commercial in that they were again “joking” with how good Sydney Crosby was at hockey. The behavioural aspect is that they promoted a contest online for consumers to win a trip to meet Sydney Crosby. This will raise awareness to many people that they have an online store; this will also attract more customers. From both commercials, Sportchek truly highlighted the fact that they have built a strong culture within the company and hired knowledgeable staff, such as Crosby himself, for better customer service.