More and more automarketers recognize that the role of sports in a brand's advertizing campaign is not to be neglected. Experts point to the fact that sports are the last kind of programming people watch live on TV. There’s not another platform with more fans that are more engaging around a common goal and subject, so that many of the automakers are taking sports as one of the platforms that helps them get the word out.
Among the brands that have invested solid money in into sports marketing the main are: Honda and Hyundai that aired Super Bowl ads this past year, Nissan, that is bullish on college sports and Lexus that has long used golf and cycling events to lure in more moneyed buyers. All these companies believe that in addition to evolving into a unique platform, sporting events allow automakers to connect quickly with consumers. Tom Peyton, assistant vice president of marketing for Honda concluded on this: “If you can infuse yourself as a marketer into that, that’s a good place to be.”
Despite the natural appeal of sports, tier 1 involvement almost always involves a lot of money and it’s not a one-size-fits all solution. TV should remain an important part of the marketing mix recommended by experts. We as a society like to be entertained and television is where it’s at, but it’s not the only tool in this mix. Beyond sports, automakers face a delicate balancing act trying to navigate various age groups. And whatever a brand’s message is, it’s crucial that the dealer body be a part of communicating it.
