NFL Lockout Threatens In-store Promos for Pepsi, Mars, P&G and More
TV Buyers Can Shift Spots but Grocery Programs Have Limited Window
By, Jack Neff, EJ Schultz, Advertising Age
If you think the TV advertisers are sweating the NFL lockout, try talking to the in-store marketing folks.
After spending millions in advance on multibrand, in-store promotional deals with the National Football League, Procter & Gamble, Mars and PepsiCo, among others, now find themselves faced with the possibility of a truncated season that could do more damage to their plans and brands than those of the networks and TV buyers. Networks can schedule alternate programming and marketers can apply media analytics to follow their target audiences wherever they go when they're not watching NFL football. But shopper-marketing events have calendars set a year or more in advance. Product has to be produced and displays have to be filled, regardless of whether games get played.
NFL sponsor Snickers is plowing ahead with its in-store promotion plans, although Debra Sandler, chief consumer officer for Mars Chocolate North America, said there's a chance the marketer could "scale back a few accounts."
Read the rest of the article here:
http://adage.com/article/news/nfl-lockout-threatens-pepsi-mars-p-g-s-store-marketing/227830/
In a 2 paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions. In paragraph # 1, summarize the article in 5 main points. Which one do you think is most interesting? Why?
In paragraph # 2, what is your opinion on the NFL lockout? As an NFL fan, has it changed your opinion of the league and how they do business? Why or why not? What are your thoughts about the the NFL fan base and how they are reacting as a whole? Do you think the NFL will lose fans as a result of the current labor issues? Why or why not? Be specific with your thoughts.
Please sign your name to the bottom of your blog entry.
Grocery stores everywhere have spent millions on promotional deals with the National Football League. Networks have scheduled alternate programming in order to follow their target audience. Marketers have products such as calendars set a year or more in advance, thus this could potentially hurt because displays have to be filled regardless of whether or not games get played. Media buying will get tricky if the season is delayed. These types of promotions might in turn effect long term planning and league promotions. Scaling back a few accounts is likely but if the brands are hurt because of this, there is really nothing gained from these NFL promotional deals.
ReplyDeleteIn my opinion, the NFL lockout doesn't have to be as big a deal as they make it out to be. Sure multiband and promotional deals are beneficial, but that’s when their products are sure to sell. It really hasn't changed my opinion on the league, rather helped me realize the idea that they really just want icing on the cake. The NFL industry is a huge competition in America; it is exceptionally beneficial because of the lockout and the idea that it is a single season thing every year which attracts audiences of many demographics. From the current labor issues, the NFL will not lose fans because they will continue to make money and maintain their "well-off" status no matter how effective this lockout is to their overall being. The NFL strives off of customer consumerism and will continue to top the charts for years to come.
-Chris Lynn
One of the first points I saw was that they spent millions on multi-brands, like Pepsi and mars. There hasn’t been any retailers backing out but if the lockout doesn’t end soon or if there isn’t a season they will. Roger goddell said in court on may 25th that part of the season is in jeopardy and if it doesn’t end soon the whole season will be. The season hurts a lot of things going on in the marketing world. The biggest main point that I named was the fact that the season might be canceled if they don’t hurry up and make a decision. People depend on watching Sunday football and Monday nights.
ReplyDeleteI think that there might not be a season. As a fan of the NFL since I was born there is not change here. I still love the game even if it’s not being played. I will be a little upset over the fact that there might not be a season, because I count on watching the NFL on Sundays. I think that people will be very upset and might even go as far as saying that they will not want to watch football anymore. Right now I don’t think that the NFL has lost any fans but they will lose a lot of fans if they don’t have a season this year.
- Robell McLean
The NFL Lockout has caused a huge controversy. The NFL players have to workout on their own time, without trainer or use of the NFL facilities. They also had to schedule optional practices for their “upcoming season.” Although the lockout has deeply affected the players and staff of the NFL, it has also affected many others. The major sponsors of the NFL are now becoming concerned about the whole situation. This lockdown could contribute to a major decline in the NFL’s revenue and also the sponsors of the NFL. The most important point for the NFL’s growth would be the disruption in offseason workouts for the NFL teams. If the NFL players don’t take it upon themselves to get better, condition, and more then the NFL is looking at a terrible season ahead.
ReplyDeleteI believe the NFL Lockout is just uncalled for. There is so much money produced through this league and it is spent in ridiculous amounts for ridiculous reasons. I feel that the NFL players do go through a lot and that they are working hard for their money. Not all of the players work hard and give their all and I just feel that no player should be getting paid in so many millions of dollars. As a fan I see the NFL the same. I love football, I love to watch it and I’m sure the NFL will continue but we will just have to wait and seethe NFL fan base is great. There are so many people at all the games and its just exciting to be apart of the action.
~Travis Ellison~
This article explains that the NFL lockout will affect not only the fans and the NFL brand, but also the marketing companies. These marketing companies, such as Pepsi co. and Mars, have paid for ad space years in advance for the football season. Even if there is no season, some companies might go through with football themed merchandise and food. If the lockout doesnt end on June 3rd, a designated date to have a ruling in the case, some companies will suffer. They're praying for this lockout to end, and end soon. I feel the most important point was that of companies still going through with ads for football season, as many companies have already dropped their but these companies still have faith in a season.
ReplyDeleteI feel the lockout is absurd. The players and owners are fighting over a profit made over the years to be rewarded to them. It showed me that the NFL and the players are all greedy, and more in it for the money than the sport. The fans, I believe, feel the same as i do. We will all lose a season in football history for a bunch of greedy people.
Basically the article is talking about how everybody is so fired up because a lot of money wants to be shed out to people who have yet to play football and retired people. Also about how fans will be lost, or what will merchandisers sell or what will there store do if they don’t have any sells. Will they go out of business or what.
ReplyDeleteMy opinion about the NFL lockout is they need to do something else besides shut I t down. I say this because there is to many football fans that love the sport. Since they are doing a lockout what are they going to do now, just sit home and be bored? It definitely changed my opinion on how they do business, because they have enough money to solve all of these problems. The NFL isn’t going to lose any fans that I know of, because football is a popular sport and there not just going to stop watching it over some lockout, an if people do stop watching it they won’t lose any sleep over it.
KURTIS
With the NFL lockout companies don’t know weather to start advertising now or not. Like the NFL’s official sponsor Snickers has an advertising campaign just for football and they said their going to go ahead go with the campaign because they believe in the NFL. They said the NFL may miss a game but the campaign will be worth it because there will be a season. Scaling back a few accounts is likely but if the brands are hurt because of this, there is really nothing gained from these NFL promotional deals.
ReplyDeleteI think the lockout just needs to pass and for the season to continue because it’s putting everyone on tilt. The lockout hasn’t changed my opinion on the league, I just think it’s dumb and I just want to watch football and I’m willing to pay for tickets and merchandise. The NFL fan base as a whole is annoyed by the lockout and just wants it to be over, because at the end of the day they just want to watch football. If the NFL cancels the season or delays games then they will lose fans, but if they continue with the season then the fans will stay.
Alex Seitz
They said the NFL may miss a game but the campaign will be worth it because there will be a season. This lockdown could contribute to a major decline in the NFL’s revenue and also the sponsors of the NFL. The most important point for the NFL’s growth would be the disruption in offseason workouts for the NFL teams. The season hurts a lot of things going on in the marketing world. The biggest main point that I named was the fact that the season might be canceled if they don’t hurry up and make a decision.
ReplyDeleteI still love the game even if it’s not being played. I will be a little upset over the fact that there might not be a season, because I count on watching the NFL on Sundays. The NFL industry is a huge competition in America; it is exceptionally beneficial because of the lockout and the idea that it is a single season thing every year which attracts audiences of many demographics. The NFL fan base as a whole is annoyed by the lockout and just wants it to be over, because at the end of the day they just want to watch football.
Tamer Khweis
stores all over the country have spent a lot of money, millions and millions to reach promotional deals with the NFL. The networks that televise the games still have the ability to schedule alternative programs that their viewers will like. on the other hand since the calenders for the desplays and other such things have to be made a year in advance so the displays have to go up either way. media purchasing can be very effected by this. at this point there will probably be a season but a few games might be cut out.
ReplyDeletei think that the nfl is still a great business. i think the whole lockout is still redicules because the athletes are making millions already but at the same time the league shouldnt be able to undercut them. that is what the whole lockout is about. i think because of the lockout fans are getting tired of it and they may lose a lot of viewers and consumers because of the way they are handleing it. it could definately hurt the league big time if this continues on so much longer.