“Opportunity” is so frequently used it’s relegated to cliché status.
But “opportunity cost” deserves considerable attention. It’s the loss of potential gain from choosing one alternative over another, and it’s typically associated with people adhering to a philosophy of “it’s always been done that way.” Limited desire or energy to explore potentially better approaches is often a death knell.
That’s where Buffalo Brand Invigoration Group comes in. We challenge business professionals in golf, sport and lifestyle markets to think and act differently. We exploit trends, play to strengths and fill voids. We don’t conduct marketing programs for marketing sake, but with a full view of marketing ROI baked into data-driven strategies and creative actions. For example, when was the last time you underwent an SEO audit and built promotional campaigns around the results?
Bill Gates keeps a card in his wallet that states: “There may be a better way.” No argument there.
Step up promotion now because buyers are for the taking:
- Americans were more optimistic about the economy in May than the previous month, buoyed by steady hiring and higher income. The University of Michigan consumer sentiment index rose to 94.7 in May, up from 89 in April and the highest in a year. The increase is expected to significantly drive transactional growth with people feeling better about their finances and fewer complaints about price increases; hence, inflation is less concerning. Consumer spending accounts for about 70% of economic activity.
- Purchases of new homes in May reached their highest level since January 2008 in a strong start to the spring buying season. The Commerce Department reports new-home sales jumped 16.6% last month to a seasonally-adjusted rate of 619,000, up from 531,000 the previous month.
- Americans are on track to spend $14.3 billion on gifts for dad this year, 27% more than 2015. Budgets for online Father’s Day shoppers are expected to average $163, $42 more than other occasions sans the December holidays. Roughly 40% of smartphone and 50% of tablet owners anticipate using their devices to research products and compare prices.
Clever being a Buffalo core competency, we recently engineered a highly successful #MatMoment campaign for client Dollamur Sport Surfaces. The social media contest launched April 1 with a simple question: “What is Your #MatMoment?” Supported by Marti Malloy’s pursuit of an Olympic gold medal in judo, it also celebrated Dollamur’s 20th anniversary. Primarily though Facebook and Twitter, impressions eclipsed 500,000, while likes and followers tallied 3,000 and contest entries reached 125.
Get Social, Part II
National Golf Day was held May 18 on Capitol Hill, a one-day event in which industry leaders met with legislators to advance golf’s agenda by sharing the game’s economic, charitable, environmental and fitness benefits. Buffalo created and implemented all things traditional and social media. Impressive figures:
- #NGD16 and @wearegolf – 53 million total impressions, 17.7 million total reach, 9,074 total contributors, 15,669 total tweets
- Support from influencers – Larry Fitzgerald (NFL, 2.2 million followers), PGA TOUR (1.2 million), Golf Channel (600,000), Oakley (360,000), Paul Ryan, Speaker of the House (650,000), Justin Rose (510,000), Jason Dufner (500,000), Arizona Cardinals (460,000), Zach Johnson (300,000), Hunter Mahan (320,000), Gary Player (244,000), Jack Nicklaus (125,000), LPGA (100,000), Lydia Ko (40,000)
National Golf Day trended nationally on Twitter on May 18 for the second straight year.
Buffalo’s role with Arccos Golf – maker of the game’s only GPS + Live Shot Tracking + Tour Analytics platform – has been expanded beyond public relations and media buying to now include digital marketing. Leveraging our significant acumen on Facebook and the Google ad network, the program is already delivering a positive ROI. The growing partnership with Arccos coincides with recent developments: Release of the Arccos Driver ($79.99) performance tracking and live competition system; launch of Arccos Golf ($299.99) and Arccos Driver for Android devices; and a promotion whereby gofers receive a complimentary Arccos Driver system with purchase of a COBRA King Driver online or at select U.S., Canada and U.K. retailers.
Senior housing shoppers are turning online in record numbers to aid their research:
- 75% rely on search engines to start the process
- 30% first learned about the home they eventually purchased online
- 60% place high value on neighborhood information and interactive maps
- 50% partake in the following research actions after looking online: drive by homes, walk through homes viewed online, find an agent used to search or buy a home
- Top five states for senior-related housing searches online: Oregon, Washington, North Carolina, Virginia, Nebraska
- Popular search terms: “Retirement home.” Category rising searches: “retirement calculator,” “planning for retirement,” “best retirement communities,” “retirement homes (insert location)”
These stats and trends align with Buffalo’s experiences working with real estate communities which cater to the AARP demographic.
Our clients’ businesses are ostensibly our businesses. Some mantras which inspire our work daily and help stimulate sales for them:
- Make and save money
- We’re only as good as our last penetrating campaign
- Rain-make for revenue spikes
- Likeability plus performance equals success
- Target 48-hour touch points with clients
- Persist with tact and relevance
- Think globally, act locally
- Plan, then activate
- Be one step ahead
- Regularly address big ideas
- Always think “breakthrough”
- Avoid “what have you done for me lately?”
- Promote and protect
Moreover, Inc. Magazine and Buffalo subscribe to the same 10 habits of highly successful small business owners. They are: dream big, spot opportunities, know how to execute, take small steps, ask for help, maintain nimble ways, act with confidence, aren’t afraid to fail, build strong teams and delegate.
Our 90% client-retention rate doesn’t happen by accident.
We get frustrated when good products are marketed poorly and bad products become talk of the town. The former typically constitutes companies playing to their strengths of perfecting products while marketing is often an afterthought or under-manned.
Buffalo is poised to be the outsourced solution to energize your brand.