The first thing brown can do for Malcolm is stay out of the backside of his pants...UPS has failed to utilize the various Browns in Football.
"Antonio imagine Tearing threw a secondary, maybe a spin and a stiff arm, arriving in the end zone and giving a cute kid in glasses the football with a "A special delivery for Max!" Cue Voice over about UPS......finally fade out with Antonio saying "What Can Brown do for YOU!""
"Malcolm follow me here .....slow motion of you using a rip move to seperate and get through the Double team. The QB Tries to avoid him but you grab him and bring him down with a perfect form tackle. As you get up you say "UPS Ground Baby! WHOOOO!" Voiceover about UPS Dependability....finally fade out with you in our three Point....maybe We can see your breath in the cold air and you looking intensively at the camera saying "WHAT CAN BROWN DO FOR YOU!"
"Josh...imagine you didnt beat your wife....."
Well, first they would have to resurrect their "What can brown do for you?" slogan. They retired that years ago. Maybe bring Troy out of retirement to "unretire" the slogan.None whatsoever. But I did think it was a natural (some humor, easy to associate, Simple) from a marketing perspective. Also not sure if NFL fans are UPS target demo, but they did have a pretty high profile NASCAR campaign 5-10 years ago.
Of course my marketing experience consists of chuckling at the Monkey commercials, so theres that.
Depends on the player.Any idea what a player gets for a spot like that?
Depending on whether the ad is successful and takes off or whether it doesn't garner much attention and is still/born?Depends on the player.
Anywhere from 100k to 1m
Depends on where in the spot he is (is it Jamie Collins along with jim Brown and Bernie Kosar? In that case he will get a free lunch and can fare), how broad the advertising runs (a lot of the ads portrayed as "national" were ads for national brands but with regional highlighters. So you would see/hear Collins frequently in the Ohio area and the other players less frequently, but then you would see Collins infrequently in the other markets), and then how it does. Big names sometimes have "huge upfront + piece of the back end of itnis bigger than Y" deals, but smaller names usually only get a flat fee with kickers if the ad is shown for more than the defined run period or in other markets.Depending on whether the ad is successful and takes off or whether it doesn't garner much attention and is still/born?
Depends on the player.
Anywhere from 100k to 1m
I saw what you did thereDepending on whether the ad is successful and takes off or whether it doesn't garner much attention and is still/born?
Especially bodybuilders when their juice and gh is running low. Google Kai Greene and grapefruit.Depends on where in the spot he is (is it Jamie Collins along with jim Brown and Bernie Kosar? In that case he will get a free lunch and can fare), how broad the advertising runs (a lot of the ads portrayed as "national" were ads for national brands but with regional highlighters. So you would see/hear Collins frequently in the Ohio area and the other players less frequently, but then you would see Collins infrequently in the other markets), and then how it does. Big names sometimes have "huge upfront + piece of the back end of itnis bigger than Y" deals, but smaller names usually only get a flat fee with kickers if the ad is shown for more than the defined run period or in other markets.
You can get athletes to do some shit for pretty cheap. You would be surprised.
What is the 'back end' of a commercial or ad campaign?Depends on where in the spot he is (is it Jamie Collins along with jim Brown and Bernie Kosar? In that case he will get a free lunch and can fare), how broad the advertising runs (a lot of the ads portrayed as "national" were ads for national brands but with regional highlighters. So you would see/hear Collins frequently in the Ohio area and the other players less frequently, but then you would see Collins infrequently in the other markets), and then how it does. Big names sometimes have "huge upfront + piece of the back end of itnis bigger than Y" deals, but smaller names usually only get a flat fee with kickers if the ad is shown for more than the defined run period or in other markets.
You can get athletes to do some shit for pretty cheap. You would be surprised.
I think it's that's false dichotomy, where a professional athlete chooses between their brand or their salary. In fact, I would argue that a higher salary improves an athlete's brand for whatever that is worth). More importantly, most athletes -- even successful ones -- reap marginal (at best) surplus income from marketing. Their salaries are substantial and their careers are short. It is more likely than not that someone like Jamie Collins will make more from his next contract than from everything else in his life combined. And an athlete's brand is pretty much over when they are. With very rare exception of guys like OJ Simpson, there isn't a whole lot of demand for retired athletes in commercials. Well, not much beyond selling magnetic band woo like Dan Marino, or signing autographs at collectable shows.Brands have far more potential value.
It really depends.What is the 'back end' of a commercial or ad campaign?
To be more specific, how does a company measure Y in this scenario and attribute it to a specific campaign?
There seems to be quite a "science" behind it - use of quotes because I'm not sure how accurate and infallible it is. I'm not going to full on do that thing I get crap for even when relevant, but when I've had friends who work in campaigns for companies with a lot of other spokespeople, they had very specific analytics to tell what sales were attributable to what salesperson and quick methods of adjusting usage and incentivizing.It really depends.
The back ends I have seen have been tied to one of:
- YoY growth in sales specific to products X,Y and or Z
- direct sales from a special offer, promo, or webpage featuring the athlete, or
- just straight percentage of revenue
The whole question of "how many sales can you attribute to advertising" is interesting and fun from a quantitative perspective. I did a chunk of that work early in my career and saw it done horribly and somewhat well.....but in truth, advertising doesn't work in isolation nor does it always have the immediacy you generally think. You need to evaluate the entire mix, end to end, from prospect to purchase. This drives people nuts when they hear this btw.
It really depends.
The back ends I have seen have been tied to one of:
- YoY growth in sales specific to products X,Y and or Z
- direct sales from a special offer, promo, or webpage featuring the athlete, or
- just straight percentage of revenue
The whole question of "how many sales can you attribute to advertising" is interesting and fun from a quantitative perspective. I did a chunk of that work early in my career and saw it done horribly and somewhat well.....but in truth, advertising doesn't work in isolation nor does it always have the immediacy you generally think. You need to evaluate the entire mix, end to end, from prospect to purchase. This drives people nuts when they hear this btw.
I've been in CPG for 6-7 years and work for IRI as a client insights consultant (consumer/shopper insights). I've worked for Mission (Gruma Corp) who have sports ties and now my client is Frito-Lay. I know this is BBTL and we are going to go off-thread here but I want to add a third here to this. IRI has added a media division to help with the issue of figuring out what kind of lift an ad campaign has along with other measures to evaluate. Without going into anything have you all seen that Doritos is dropping its SB ad?There seems to be quite a "science" behind it - use of quotes because I'm not sure how accurate and infallible it is. I'm not going to full on do that thing I get crap for even when relevant, but when I've had friends who work in campaigns for companies with a lot of other spokespeople, they had very specific analytics to tell what sales were attributable to what salesperson and quick methods of adjusting usage and incentivizing.
Right. With all due respect I am not sure that you read my post. I said that, at best, measuring lift from a campaign can be done somewhat well, but is done badly, frequently (although ad agencies won't tell you that).I've been in CPG for 6-7 years and work for IRI as a client insights consultant (consumer/shopper insights). I've worked for Mission (Gruma Corp) who have sports ties and now my client is Frito-Lay. I know this is BBTL and we are going to go off-thread here but I want to add a third here to this. IRI has added a media division to help with the issue of figuring out what kind of lift an ad campaign has along with other measures to evaluate. Without going into anything have you all seen that Doritos is dropping its SB ad?
Rick, I think it's fair to say that there isn't even a way to measure brand equity well and there are problems with every measure out there to calculate it. We've come a long way since faxing sales numbers to manufacturers but there is a long way to go. The stats and methodology revolution in sports is in most fields now. It's a fun time if you like this kind of stuff. Edit: the quant revolution I mean and I am not trying to say that the movement came from sports just that we on SoSH see it for sports. Sorry for my shitty writing.
Right. You have to remove so much noise and all of the variables before launching an ad and hope that you you have good benchmarks for your Baseline. There's a ton of planning that goes in to it, and the constant changing nature of advertisement themselves makes predicting future success based on past success of campaigns exceedingly difficult.Right. With all due respect I am not sure that you read my post. I said that, at best, measuring lift from a campaign can be done somewhat well, but is done badly, frequently (although ad agencies won't tell you that).
Brand equity as a quantitative value is pure bullshit IMO, but I know some smart folks who do it and pay their mortgages from that work.
Damnit, Browns being Browns and throwing insane money at him is gonna hurt us with Hightower. Oh well.
Could be close to an deal with the Browns.
As screwy as it sounds, I think you are better to err on the side of clarity in sales and performance schemes rather than accuracy. If folks want to claim that they can isolate those impacts and have science magic work.....fine, but just make the comp scheme and incentive effective and clean and don't get in the way of my bus Dev plan. No, I am not going to shut down two channels in q3 so that you can calibrate your model Captain Nerdface.There seems to be quite a "science" behind it - use of quotes because I'm not sure how accurate and infallible it is. I'm not going to full on do that thing I get crap for even when relevant, but when I've had friends who work in campaigns for companies with a lot of other spokespeople, they had very specific analytics to tell what sales were attributable to what salesperson and quick methods of adjusting usage and incentivizing.
In defense of this signing, if you're the Browns, you have to overpay anyone who will have the option to go elsewhere. In a couple years if they build up to being a good team they wouldn't have to make the same deal to the same player.
This seems, excessive
Scientologist?Don't we also need to see what the contract "really" looks like before drawing any conclusions. Its a billion dollar deal!!!! a dollar a year for a billion years.
The problem is that in a couple of years, they won't be able to retain players because they have $5M/yr linebackers making $15M a year. These sort of deals are the ones that keep the Browns from ever not being the browns. (See Revis, Darelle - and the NYJ being $10M over the cap for next year)In defense of this signing, if you're the Browns, you have to overpay anyone who will have the option to go elsewhere. In a couple years if they build up to being a good team they wouldn't have to make the same deal to the same player.
Let's not put the cart before the horse. The Browns hardly need to be concerned at this point that THEY HAVE SO MANY GOOD PLAYERS they can't afford them all.The problem is that in a couple of years, they won't be able to retain players because they have $5M/yr linebackers making $15M a year. These sort of deals are the ones that keep the Browns from ever not being the browns. (See Revis, Darelle - and the NYJ being $10M over the cap for next year)
Collins has elite athleticism, but his actual performance is no better than 'good' - paying 'good' players elite money is what gets you in trouble, and is exactly what the Patriots have been so good at avoiding.
We don't know that the Browns are paying Collins elite money yet. Could be that they are paying him reasonable money for a good free agent linebacker.The problem is that in a couple of years, they won't be able to retain players because they have $5M/yr linebackers making $15M a year. These sort of deals are the ones that keep the Browns from ever not being the browns. (See Revis, Darelle - and the NYJ being $10M over the cap for next year)
Collins has elite athleticism, but his actual performance is no better than 'good' - paying 'good' players elite money is what gets you in trouble, and is exactly what the Patriots have been so good at avoiding.
I have said it about a thousand times, but sports unions should establish template contracts that pay players as annuities. Agents would never do it because they want to get 10 percent of a very large number today, not 10 percent of a smaller number for the next 50 years.Don't understand any residual bitterness. It boggles my mind given what these guys put at risk. My role model to them is Damien Woody.
He should clear $15 of that $26. I dearly wish for him to somehow live on $5, invest $10MM and live off the income stream, comfortably but not extravagantly, for the rest of his life. I wish that for all these guys.
Whoa. I thought Paul DePodesta was in charge and bringing a Moneyball mindset to the Browns? I could see the RG3 signing because he creates a buzz while at the same time implicitly tanking. But I've seen nothing out of the Browns that suggests they are now a well-run organization.
They have to spend the money somewhere. Collins is a really good player. What are they going to do in free agency that's more effective, given what kind of players are usually in free agency?Whoa. I thought Paul DePodesta was in charge and bringing a Moneyball mindset to the Browns? I could see the RG3 signing because he creates a buzz while at the same time implicitly tanking. But I've seen nothing out of the Browns that suggests they are now a well-run organization.
aka the Bobby Bonilla.I have said it about a thousand times, but sports unions should establish template contracts that pay players as annuities. Agents would never do it because they want to get 10 percent of a very large number today, not 10 percent of a smaller number for the next 50 years.
Would that solve anything? Wouldn't players who want to overspend just borrow against the annuity and go broke even more quickly because of the fees and interest?I have said it about a thousand times, but sports unions should establish template contracts that pay players as annuities. Agents would never do it because they want to get 10 percent of a very large number today, not 10 percent of a smaller number for the next 50 years.
NFL Players? Yes.Would that solve anything? Wouldn't players who want to overspend just borrow against the annuity and go broke even more quickly because of the fees and interest?