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Prepare For “Do Or Die”
by Paul on 04/09/07 at 10:33 AM ET
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from Sports Business Journal (paid sub.),
With the Stanley Cup playoffs starting in less than a week, Versus is finding the ad sales market to be sluggish, though it expects sales to pick up as the playoffs begin.
“We are living in an environment where clients and agencies continue to spend money closer and closer to the air date,” said Steve Margosian, Versus’ vice president of marketing solutions. “That, more than anything, contributes to the perception that the markets are sluggish.”...
Meanwhile, Versus has embarked on a multimillion-dollar marketing campaign on print, radio and TV to drive tune-in. The campaign, called “Defining Moment,” was created by Versus’ agency, TAXI.
The campaign will carry the tag line “Do or Die,” and will highlight great moments in Stanley Cup history. One TV spot shows five defining Stanley Cup moments, such as one from a New York Rangers win in 1994.
Versus, one more time, do some advertising on hockey blogs. You would be surprised by the amount of attention you will draw!
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Not even advertising. Do something similar to what Excite did a few years ago, or what TSN has done with scores the last few years.
Offer a javascript code that outputs the daily NHL schedule with a link to games broadcast on Versus, NBC, or streamed online via Yahoo or Comcast.
Allow websites and blogs to place them on their sites, offer a different WAP version for phones and mobile devices, and you would see a noticeable uptick in the number of viewers in a short period of time.
Posted by PJ from San Jose on 04/09/07 at 04:11 PM ET