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Outcome Marketing

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Instagram_golf1-300x300 I made that term up, but I think it’s apropos, probably as a sub-category of real-time marketing. Most popular in relation to sporting events, we’ve seen some fun promotions tied directly to the outcome of a competition. This approach takes a bit of courage and risk/reward planning (you can see how the Wachovia example below could harm the bottom line if not forecasted properly), but it’s great for short-term attention-grabbing efforts. A few examples:

  • Saxbys, a PA coffee chain, offered new latte flavors at a price matching Jim Furyk’s previous day’s score in the U.S. Open golf tournament
  • To promote sign-ups for its savings account program, Wachovia ran a promotion guaranteeing an interest rate matching the winning score of the golf tournament of which it was the title sponsor
  • And the always popular “if the team does XYZ, you win free tacos/hot dogs/etc.” campaign

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Growth obsessed startup co-founder (MusicBox) and strategist-for-hire.

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