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BizReport : Advertising : August 10, 2016


Expert: Take these sports tips to better engage customers

With the Olympics in full swing, everyone is thinking about swimming, gymnastics, basketball, and other sports. And, according to one expert, there are sports lessons that businesses can use to better engage with their target market.

by Kristina Knight

First, be specific about the sport by creating interest sets and using specific sports

"Similar to how the Superbowl was "The Big Game" and March Madness was the "Basketball Tournament"," said Scott Briggs, OrionCKB. "[Businesses should] build keywords/interest sets around specific sports. You would likely not change the target group, but Facebook would likely change who falls into the group based on the games."

Second, be aware of the cost.

"Major advertisers and sponsors of the games will likely be spending massive amounts of money, therefore costs are likely to increase and it will be important to check your bids, or even turn them down and save money for Q4," said Briggs. Also, eye those KPIs. "You'll want to keep a very close eye on your metrics to ensure your spend is both effective and efficient during this heavy advertising time period."

Finally, be relevant.

"If you have a brand that relates to the events that are happening, you can easily incorporate that item and message into your creative," said Briggs.

Tags: advertising, advertising content, OrionKCB, sports advertising, tie-in advertising










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