Scoring a Goal for Advertising: Six Marketing Lessons Learned from Watching World Cup
3. RIDICULOUS ONLY IF TREATED RIDICULOUS
It really does sound ridiculous — after 120 minutes of hard-fought battle on the field, a soccer match is decided by 10 hit-or-miss penalty shoot-out kicks. Silly to base so much on whether or not the keeper (goalie) “guesses the right direction to jump.” Yet when you take a step back, it is actually ingenious: it saves players from literally passing out on the field from exhaustion; protects players from injuries that could keep them out of future games; allows an often overlooked skill player (the keeper) to be highlighted in gameplay; and forces the nuancing of body positioning so players don’t telegraph the direction they are going.
In the end, it is like many client requests, boss mandates or employee wishes — they are only ridiculous if you treat them as ridiculous. We are always working under some of the harshest deadlines in business. Time is incredibly precious and we scoff at that which we consider to be a waste of time. Yet, often those “ridiculous” items have a nugget — or even block — of gold in them if we step back and look at from where the idea is stemming.
4. HISTORY CHANGES WITH EACH DAY
As the World Cup was coming to a close, the before-mentioned penalty kick shoot-out was taking place between teams with highly different records — Italy was 0-3 in World Cup penalty kick shoot-outs and France was 2-1. As far as history could tell us at the time, France was highly more likely to win the game during a penalty shoot-out. Of course, the outcome proved this wrong.
Just as Italy beat out France, every day marks a new opportunity for something that has not historically succeeded to now succeed. Just as Zidane received his red card and took a strong leg away from France, competitors leave the market place all the time, thus opening the door to new opportunities. Particularly in our line of work, trends come and go and come again all the time. Some say podcasts haven’t lived up to profitability and advertising expectations — what if they just need a little push in a slightly different direction?
Keep your eyes open behind you because that next great idea might just be an idea that has been overlooked before.
5. LAST IS LAST REMEMBERED
Zinedine Zidane is the number one greatest footballer in the history of French soccer and one of the top in the history of the game. Nonetheless, he will always henceforth be remembered for the head-butt he delivered to Marco Materazzi with only nine minutes remaining in the final match of his career, on the biggest stage in soccer.
Let us promise, with our hands resting on an effigy of Zidane’s shaved head, to always remember that clients and customers will remember with great clarity and poignancy the last interaction we had with them.
If we don’t treat every last interaction with clients and customers as the most important ever, then it will surely become the last interaction we get.
6. KEEP YOUR RECEIPTS
And finally: After writing this article, if I had only kept my receipts, I really could have written off those beers.
Keep those receipts.
Reader Comments.
No comments yet
Leave a Comment
Pages: « previous page 1 2
Tags: agency_roles, offline and world_cupArticle Sponsor
More Features
-
Loading ...
Latest News
- BlueKai Report Explains DMPs to Publishers February 10th 2012 ADOTAS - BlueKai released a report this week on the [...] more »
- Funding in Brief: $10M for Spongecell, $8M for Prolexic February 9th 2012 ADOTAS – Rich media ad company Spongecell has raised $10 million [...] more »
- Google AdMob Axes Minimum Bids, Targeting Fees February 9th 2012 ADOTAS - As of Feb. 15, Google will change its [...] more »
- Infographic: HootSuite Analyses Social Media Impact of Super Bowl Ads February 7th 2012 ADOTAS - So, it’s the Tuesday after the Super Bowl, [...] more »
- Facebook to Serve Mobile Ads in Coming Weeks February 6th 2012 ADOTAS – According to a Financial Times report, Facebook will [...] more »
- Survey: 39 Percent of Mobile Users Responded to Super Bowl Ads Via Mobile February 6th 2012 ADOTAS - During the Super Bowl yesterday, mobile ad network [...] more »
- Sponsormob Leads the Way Into RTB for Mobile February 3rd 2012 ADOTAS – For more than half a decade, Berlin-based tech [...] more »
Features
- Infographic: The Online Ad Industry Is Like the Stock Market February 10th 2012
- Mobile Search: More Intent, More SMB Opportunity February 10th 2012
- BlueKai Report Explains DMPs to Publishers February 10th 2012
- Attribution Online: Introducers and Influencers and Closers… Oh My! February 9th 2012
- With gTLDs, Global Branding Starts with a Name February 9th 2012
Spotlight
Sponsormob Leads the Way Into RTB for MobileADOTAS – For more than half a decade, Berlin-based tech firm Sponsormob has remained relevant in an industry characterized by [...] more...
Reader Favorites
Classifieds
- PS Technical Writer - SEO Data Analyst
- Interactive Project Manager
- Media Buyer
- PHP Software Engineer (Facebook Platform/Social AP
- SEO/Marketing Internship at Green Education Startu
Recent Comments
- HootSuite Social Media Management » More Apps, Open API, and the Solution Partner Program ~ News Roundup: [...] mentioned in our HootSuite’s Super Bowl XLVI Social Media Recap, adotas and MediaPost analyzed our
- News about Google Adwords issue #412: [...] ads for AdWords to adCenter and align with industry standards, adCenter has chang
- VB: What exactly makes an ad "high quality"?
- Survey: 39 Percent of Mobile Users Responded to Super Bowl Ads Via Mobile - ADOTAS | Mobile2 | Scoop.it: [...] background-position: 50% 0px; background-color:#222222; background-repeat : no-repeat; }
