Monday, July 27, 2009
Dumb ad (strategy) of the day.
Now that The Tour de France is over, it's time for some news about The Tour de France. It seems that Lance Armstrong has signed with a new team for next year's race--Team Radio Shack. A full-page ad in The New York Times heralds this occasion.
I'll be the first to admit there's a lot about the world I don't understand. String Theory. Things being too big to fail (I'm 6'2" and 200 lbs. and I've never had a problem failing.) And sports sponsorship.
What will Radio Shack gain from giving a couple million simoleons to Armstrong? Here's a chain named after a nearly obsolete technology and a sort of rickety, sub-standard structure. Will Armstrong's glow change my perception of the store? Will I be any more inclined to buy small robotic bugs for $9.95? Likewise, do I feel any better about the rapacious robbers at Citibank because their logo and name is emblazoned on a ball-park built by tax-payer dollars? Did I believe for a second that Tiger Woods drove a Buick except for the Buick-inspired mammon he received?
No, I don't think so. Sports sponsorship is yet another brain-child of some MBA as a way of reaching people through their "affinities." I suppose it's way more effective than actually providing value.
Posted by George Tannenbaum at 7:30 AM