Archive for May, 2009

Do you have a backup plan?

Friday, May 29, 2009

Yesterday I was listening to Marketplace on the way home and a segement came on about the NBA playoffs and the hopeful matchup of a Lakers/Cavaliers NBA Finals. It has been awhile since I can remember such marquee names being hyped for the NBA Finals.

But what happens if the Cavs don’t make it, being down 3-2 to the Magic? Or what if the Lakers blow their 3-2 lead?

In the Marketplace story, Nike and VitaminWater are hyping this matchup in their recent television ads. But what if they don’t get the result they are looking for? Marketplace gives you the example of Reebok’s ad, Dan vs. Dave, leading up to the 1992 Barcelona Olympics. Only Dan didn’t qualify for the U.S. Olympic team.

Does your marketing plan depend on a outcome that you have no control over? Do you have a back up plan in place if the outcome doesn’t come as expected? If you are a smart marketer you do. A Plan B should always be in the works. It may not be fully developed or ready at the drop of hat, but you’ve planned for the unexpected in some way.

I’ll guess that Nike and VitaminWater have a Plan B.  If its not a Lakers/Cavs matchup we’ll get to see their backup plan.

Nike: Puppet Ad #3

VitaminWater: Kobe or Lebron? The great debate.

Reebok: Dan vs. Dave