-if we weren’t bowl eligible, we’d be sitting at home and no one would have any reason to talk about us. But…
-we got a chance to play in a bowl that had reach via tv and social media. That reach put our logo in front of eyeballs who are in our target (prospect students and families/donors/companies who might do biz with Miami.)
That reach doesn’t translate to a full freshmen class, but it may help put us in consideration. “Place looks good. I should check it out.”
And to be fair, it is very hard to quantify but it absolutely does work. Awareness drives brand recall.
Red was always a bad character. There’s a file on red from leading medical professionals that goes back thirty plus years so you can’t really call the recent bust a sting. Me? I’m living my best life in deodorant and an array of household cleaners.
Did you know that women prefer the Mr. Clean image over the Brawny image? Crazy, Brawny’s going to be able to build you a log cabin, get you a deer and dress it up for the table. Mr. Clean’s just gonna sit around flexing all day at your house.
I think it depends on the lady. Mr. Clean is basically Teddy Savalas mixed with an exotic dancer who makes most of his money dancing on Carnival Cruiseships. He would frankly be way funnier if in social media, he had an evil nemesis who was constantly posting dirty shit he (Mr. Clean) had to clean up. We’ll call him Mr. Dirty and he looks exactly like Mr. Clean except his pants have oil stains on them and his breath smells like discount sushi from the gas station.
You can argue about the $$ value of the positive exposure “until the cows come home”, but it certainly WAS a very impressive highlighting of the University and especially the football program.
If Miami spent 225 million to advertise over the 40 days since the bowl matchup was announced to today, it would be like a political campaign on steroids. Everyone would be sick of it since Miami would be everywhere you look.
Of course that’s not what the number means. It’s adding up things like “how much would it cost to buy 4 hours on the CW and occasional mentions in other media?”
So you’re left with a number that doesn’t represent the value delivered to Miami, or the amount of publicity that Miami could have gotten spending that money. So what’s the point in it?
Isn’t Miami basically at full enrollment. If we had 5,000 open spots, you might get some real value out of the exposure. We don’t have dorms for 5,000 new students, Oxford doesn’t have the available housing or apartments either. Maybe we would get more sports fans to enroll. That would have value to me.
I think anymore, (ps, not directed at you or anyone on the thread) the problem with marketing is the wrong team won. It’s performance marketing’s fault. They killed brand marketing. Everything now has to have attribution and lead to instant sales and I don’t think marketing works that way. Ok maybe candy bar marketing. You see a pile of Almond Joy in an end cap by the register and think “Almond Joy. Hi. You look nice. I’m gonna eat your face off.” And you buy one. Does the buy cycle for college choice and enrollment work like that? I would think it would take many months and years even to close on a 75k plus decision. My friend owns a car dealer and said buying a car is an 18 month process from thought to finish. I find it interesting. But it’s just awareness. And I guess I’m old, but you need that before you can close the deal. Anymore, brands want to speed date and get married. It’s like “hey, slow down. I haven’t finished my Grasshopper yet.”
I think there are pieces that have some truth and I’ll add one.
I think that the interpretation that this was the equivalent of a $225 million ad campaign is fair. I would say that’s the max amount it would be worth. As an economist who’s familiar with multipliers, they can be generous.
The one thing I’ll add is that the impact should be looked at year-over-year. Next year, if we play in the Detroit bowl game for example, the exposure will be much lower, so we will have lost exposure on a year-over-year basis with the bowl game. The impact will have been lesser. I laugh when I see for instance that the Lions game tonight will generate so much more in economic activity. Well, last year, the Lions hosted a divisional round game as well. That impact wasn’t felt. So the number gets a lot of attention, but year-over-year, it won’t be much different. The difference will come if the Lions make the NFC championship and play at home, or in Miami’s case, play in a more prestigious bowl game that gets even more exposure.
Prior to the gameshow appearance I had never considered buying a Chuck. Since his appearance I have looked everywhere to buy a Chuck to no avail. I can only assume that everyone else ran out and bought all of them and I am left Chuckless to this day.
Indeed. I’d been holding out hope that he had another project in him yet. And his weather reports the last few years were definitely always fun to see.
