Sports and advertising don’t always have things in common, except when you consider how completely out of whack — out of touch — these industries can be with real life.
Take the biggest sporting event in the world (according to the Americans) — The Super Bowl (even though I didn’t see the game). But TV advertising during the game broadcast cost companies $5 million for a 30-second spot. That’s a lot but obviously someone felt they were getting value.
Now after the game, Denver Bronco’s quarterback Peyton Manning is interviewed about his plans. On CBS television he happens to mention his first plan is to “drink a lot of Budweiser” beer. A few minutes later he is at the winners’ podium and he again says he can’t wait to “get a Bud Light in my mouth”. Advertising analysts say those two Bud mentions by the most famous athlete in the world (according to the Americans) was worth about $14 million in free advertising for beer maker Anheuser-Busch. Hello! I am obviously asleep at the cash-cow switch.
Okay, so send me $100 and I will mention your company name in this column. Just $100 and I’ll even put the name in capital letters.
Okay, so how about 50 bucks, then? One mention, cap letters, and I’ll even add some color. Do, I hear $50 bucks?
Okay, last chance — how about $30? Two mentions, cap letters, and I’ll use two different colors, and even throw in a photo of your office, truck, or family. Final offer. This window is closing fast.
Okay, maybe short on cash, how about a pocket knife or a rain gauge with your company logo? I can never have too many of those. Two mentions, cap letters in color, a photo, and I’ll dog sit at your house for a weekend.
This is one tough crowd, missing out on a golden opportunity for a high-value mention for a very, very nominal fee. How about a pen? Somebody must have a stupid pen they could send for a name mention in this column.
That’s it. That is my final, final offer. This is bordering on humiliation. Now, I will sit by the mailbox, see what shows up — and no doubt have plenty of time to rethink this celebrity status thing.
Lee Hart is editor of Cattleman’s Corner based in Calgary. (Somebody) Contact him (please) at 403-592-1964 or by email at [email protected]