tag:blogger.com,1999:blog-32202893.post2877155131532603118..comments2023-10-18T08:32:17.510-07:00Comments on Kevin Hillstrom: MineThatData: ESPN: Multichannel Considerations For Online, Catalog, and Retail MarketersUnknownnoreply@blogger.comBlogger4125tag:blogger.com,1999:blog-32202893.post-50473008566865837402009-04-29T12:43:00.000-07:002009-04-29T12:43:00.000-07:00While ESPN doesn't strictly adhere to the &quo...While ESPN doesn't strictly adhere to the "universal look & feel" industry advice, they do universally extend their brands' positioning across these micro-channels. <br /><br />The mistake of many marketers is the belief that their brand is a slogan, logo or font treatment. They believe by applying this "look & feel" across their marketing communications that they are building their brands' equity and awareness.<br /><br />This is an incorrect assessment. A brand are the immediate associations consumers create when they encounter the brand. The brand is an experience. Marketers should focus first on identifying what their brands' unique experience is. Then they can deliver this experience across channels.<br /><br />ESPN does this extremely well, catering to its niche audiences needs/desires while maintaining the ESPN brand experience - bringing consumers the worldwide leader in sports no matter where they are or what channels they use.Alex Mhttps://www.blogger.com/profile/00021664099939678480noreply@blogger.comtag:blogger.com,1999:blog-32202893.post-36354373481076870492009-04-21T07:01:00.000-07:002009-04-21T07:01:00.000-07:00Let me re-state my argument ... they aren't moving...Let me re-state my argument ... they aren't moving away from micro-channel marketing ... they are moving away from the version of multi-channel marketing that the catalog industry (for instance) tells us we have to follow.<br /><br />They certainly aren't moving away from micro-channel marketing, in fact, they are moving rapidly toward it!MineThatDatahttps://www.blogger.com/profile/14014200122021988374noreply@blogger.comtag:blogger.com,1999:blog-32202893.post-46399411208132681082009-04-21T06:53:00.000-07:002009-04-21T06:53:00.000-07:00I say yes ... there won't be espntopeka.com or esp...I say yes ... there won't be espntopeka.com or espnboise.com ... so the user in Chicago gets a semi-personalized experience, the user in Topeka/Boise is left behind.<br /><br />This is the classic urban/suburban/rural problem that we talk about on this blog all the time ... catalogers cater to the rural audience, based on the data I've analyzed from three-dozen brands. E-commerce is more suburban, Retail is suburban/urban. The key is to tailor what you do to specific, unique audiences, not to be the same thing for everybody.<br /><br />Or at least that's one person's take on it!MineThatDatahttps://www.blogger.com/profile/14014200122021988374noreply@blogger.comtag:blogger.com,1999:blog-32202893.post-8368977654189374032009-04-21T06:40:00.000-07:002009-04-21T06:40:00.000-07:00Agree with your assessment of ESPN as being micro-...Agree with your assessment of ESPN as being micro-channel marketers but are they moving away from that with the launch of espnchicago.com? Which is the whole "ESPN Experience" in one site, with radio, articles, sportcenter, espnclassics, etc...Unknownhttps://www.blogger.com/profile/00986497692833797139noreply@blogger.com