As Memorial Day is upon us here in the States, it is interesting to take a quick look at a group that is passionate, young, loyal, appreciative, athletic, budget conscious and enthusiastic, yet is among one of the most underserved groups for brands looking to reach the male demo and grow a fan base…the men and women of the military. While properties go after the recruiting side of the military for sponsorship, it remains a mystery as to why many brands looking for that young active male demo don’t go right to the bases and places where these loyal families and “captive” audiences sit. Armed Forces Radio and TV remains a very fertile and cost efficient ground for sports brands to reach a loyal audience, and bases are always looking for programs to keep the troops and their families busy and connected to mainstream America. More importantly, these groups, once discharged, remain very loyal to those who supported them while serving their country, with NASCAR-like brand buying and affinity. So why don’t more brands look to use sports to activate with the troop. Is it because of the perception of Red Tap. The lingering effects of the stigma of the Bush Administratio. Neither are clear but for those brands who can figure it out, the captive audience waiting to attach to their products, services and even teams as potential viewers and ticket buyers, is huge. Now there are a number of strong programs that serve as one-offs for honoring military men and women once at the game to give them and their families a chance to attend events. Camoflage Kids is one great one, and on Memorial Day MLB will have a series of ceremonies at all games, but those are all outbound programs once these young people are on site. Brands should look to base activation programs, tied to sports, to really make a sound investment.
Some other good reads…the Washington Post had a great Sunday profile of former NFL’er Peter Boulware… the LA Times had a worthwhile read on Frank McCourt's effort to rebuild Monday's LA Marathon...and AP has a very important read on the Cleveland Cavs bringing in a Chinese investor to their ownership group…
