Brooke Pancake and LPGA Marketing

In today’s media-saturated world, brands need to find a way to break through the clutter in order to have the desired impact on their audience. For sports brands, engaging with supporters is a crucial part of their marketing strategy. What’s more making fans feel as if they are being heard and play a role in some of the brand’s decisions not only encourages engagement but also communication.

Recently, Adidas employed the new Twitter direct message feature to engage with their biggest fans. The followers that supported and participated the most during the #ThereWillBeHaters campaign won a 30-minute chat with Real Madrid start Karim Benzema. Not only is Twitter the ideal platform for Adidas, it also helps to bring fans closer to the athletes they passionately cheer for and support. By bringing this once-in-a-lifetime experience to a select few, fans will be more willing to participate in future campaigns and become brand ambassadors. However, Adidas isn’t the only brand that is thinking outside the box when it comes to their marketing strategy.

Waffle House was recently named a sponsor of LPGA’s Brooke Pancake. Pancake, who fully recognizes the irony of her last name, will carry the Waffle House logo on her bag as she travels for the LPGA. There is no better way for brands to carve out a new niche then by being associated with an athlete. Pancake will become a walking advertisement for Waffle House, taking its logo wherever she goes on the tour. Sports brands aren’t the only ones that can, and should, employ these types of strategies in their marketing campaigns. For businesses looking to reach a broader audience, social media is the first step in accomplishing this.

Social media has gone from being a choice to a necessity for businesses. Social media is the first place consumers go to learn all about the organization; it’s the Internet community bulletin board. By being present online and starting conversations with consumers, businesses can share their stories and hear what consumers have to say. Marketing strategies, for sports’ brands and businesses in general must be created with the audience and end goal in mind. Have your marketing efforts given you the return envisioned? Contact a Merit Mile marketing specialist to review your strategy.