As we are drawing to the end of term and getting ever closer to dreaded final exams, there is that subtle feeling of something electric in the Vancouver air.  This of course it the most important time of the year for many reasons, but from a Hockey fans perspective, there is only one thing on our mind. Playoffs.

As the NHL draws to a close this weekend, cities across North America are gearing up for their home team’s playoff run, in the hope that their city can be proud to hoist the Stanley Cup in 2012.  In preparation for the playoffs, in late March/early April, the NHL, as of the last 2-3 years, has launched an attractive commercial campaign to begin stirring up fans’ emotions well before the games start.  These adds, know more commonly as the “History Will Be Made” commercials, do an effective job of catering to not only fans, but a much wider sporting base as well.  For example in this commercial below, along with some heartfelt background music, it shows some recognizable hockey players moments after they have won the Cup.  This brief 30 seconds captivates the audience through emotion and desire; it effectively portrays the “blood, sweat, and tears” that all hockey players sacrifice to achieve their ultimate sporting prize.

I feel that the NHL did a fantastic job with this advertising series.  It is a refreshing commercial to see, as it not selling a product; rather it is selling an idea or time-frame, something that has been built on years of passion and accumulates to 3 months of ecstasy. That is why by appealing to the masses well ahead of the playoffs is an effective method of spreading the word to hockey fans, and educating people who are not as familiar with the passion and excitement that Canada’s game has to offer.  In addition, by advertising the playoffs it indirectly triggers peoples’ emotions for the types of activities that go along with watching hockey, mainly drinking, eating, and celebrating.

I currently work for the sports nutrition company PowerBar, a division of Nestle.  My current position gives me the opportunity to manage the day-to-day marketing and advertising aspects in Western Canada, with a large focus on the interaction with local sponsors and athletes.  PowerBar’s customer focus is on endurance athletes, most specifically within the market of Marathons or Triathlons.  Surprisingly, though Nestle invests heavily within its sport marketing division, its main focus is on product differentiation.  PowerBar battles with its competitors Gu and Clif Bar and has what can be deemed as a strong disadvantage as the competitor’s products are based on natural ingredients. That is why, as Matt Morrow explained in his blog for Saxx undergarments, it is so important for these sorts of companies (larger corporations with a widespan of influence) to have differentiation as it “is fundamental to corporate success.”

As an employee and proud user of PowerBar products, I believe the company does an effective job of marketing and attracting customers for the right reasons.  Whereas some sport bar companies might parade the fact that it is “all natural ingredients”, “high in protein” or “low in fat”, PowerBar has determined that to actually impact this niche market they must be extremely well educated in the benefits of sports nutrition to one’s body.  That is why PowerBar has an extensive research element to its marketing. To truly benefit these elite athletes, PowerBar needed access to the specific nutritional elements that would get “Marathoners” that extra mile.  For example, PowerBar recently patented a brand new glucose-fructose electrolyte blend, named “C2 Max”, which is a carbohydrate related ingredient that targets a quick release of energy for athletes.   By marketing specific aspects of the bars to customers, PowerBar can gain an advantage over competitors, and gives the athletes the “Power to Push”.

Being an avid beer lover, I thought it would be suitable to discuss beer and its impact on Canadian culture.  I decided to focus purely on Canada’s beer Molson Canadian, as I feel it has developed a very strong image as the beer all Canadians love.  Now this wasn’t always the case, after doing some research and looking at commercials from 25 years ago, it was very interesting to see the change in competitive market intelligence.  Molson commercials in the past focused more on the psychological factors of consumer behaviour, mainly perception.  In this 1985 commercial (below), the focus was on how Molson can relay the sights, smell, and taste of their crisp beer.  There is no human interference; its just music, a majestic saxophonist, and a delicious beer being poured gracefully into a sparkling glass.

http://youtu.be/CeIP9ec0aLA

Now jump to the future, 2011.  The ever popular Molson Canadian “Made from Canada” commercial (below) showcases the change in direction this beer giant has taken.  This commercial takes on a very personalized approach to interacting with its audience.  In my opinion, it successfully caters to Canadians’ different life stages, occupation, economic situations, and lifestyles.  The clip is extremely different from the past; it takes almost a whole minute for you to see your first glimpse of beer.  And as Michelle discussed in her blog about Budweiser, Molson follows a very similar approach in that this company’s commercial is “focused on creating a personal connection with the audience.”  That is why viewing the actual beer is secondary.  Molson’s goal is to draw a connection; if this commercial defines you as a Canadian then Molson Canadian is your beer.

As a devout American Football fan (and it being playoff season!), I researched for a blog on America`s largest televised single event, which also happens to be a powerful day in sports marketing, the Super Bowl. This link to a sporting blog (http://dynamicsportsblog.wordpress.com/2010/05/26/2014-super-bowl-in-new-york-a-winner/) discusses what is going to be the pinnacle of Super Bowl in 2014, as the big game is to be played in the “Big Apple”.

Some might ask why this Super Bowl is more important than the rest?  Simple.  The game is being played in the heart of New York, and, more importantly, on the doorstep to Madison Avenue.  The article focuses on the commercial marketing aspects of this massive event.  The already expensive commercials will now cost more than ever before, and will put these advertising companies in a gigantic spotlight unlike any ever seen.  Companies will spend huge portions of money and years of effort in the lead up to this event, preparing for their 20 second moment of truth.  It is going to be crucial for companies to examine both the macro and microenvironments in order to gain any competitive advantage.  Many companies will be calling upon marketing services intermediaries to acquire that advertising edge into current consumer choices.  In addition, it will be important for firms to target the right demographics, which could include anyone from the raging football fan to the spectators more interested in chips, dip, and the half-time show.

Marketing at the world’s largest single game event is going to be a battle of creativity and composure on the grandest scale.  The winner at this event will be the company that can develop a marketing strategy that can please the largest amount of fans in one brief moment and keep it memorable, more than the great city itself.