LG Electronics – Dallas Cowboys Sponsorship

LG电子–达拉斯牛仔队赞助

by Advantage

THE CHALLENGE 

LG Electronics is a multi-national electronics company that creates and markets a wide range of products for the home and office including appliances, entertainment systems, smartphones and more (each having its own customer base and retail channels). With a strong commercial presence on so many fronts it’s important for LG to find targeted approaches, enabling it to connect with each customer base in a personalized way, helping LG stand out in a competitive environment. Sponsoring sports teams allows LG to target specific consumer segments and leverage fan passion. What better team to partner with than America’s Team? 

挑战

LG电子是一家跨国电子公司，致力于为家庭和办公室开发和销售各种产品，包括家用电器，娱乐系统，智能手机等（每种产品都有自己的客户群和零售渠道）。LG在众多领域拥有强大的商业影响力，因此对于LG而言，找到针对性的方法至关重要，使其能够以个性化的方式与每个客户群联系，从而帮助LG在竞争激烈的环境中脱颖而出。通过赞助运动队，LG可以针对特定的消费群体并利用粉丝的热情。有比美国团队更好的合作伙伴？

THE IDEA 

Most corporations pursue the younger consumer with their disposable income and the need to purchase their products. LG is no exception and specifically targets the millennial demographic. In addition, LG is committed to its role as a good and valuable corporate citizen which establishes enduring ties to each community in which it conducts business. LG wishes not only to sell great products but to make positive contributions to the lives of people and to the health of communities. One of the more effective ways that LG has found it can make a difference is through community centered sponsorships. With this objective, LG teamed up with one of its top retail partners, Nebraska Furniture Mart (NFM), to sponsor the Dallas Cowboys for the 2019 season. LG served as the primary sponsor with NFM having pass-through rights for the purpose of motivating and directing Cowboys fans to NFM where they can purchase the full range of LG products. Such relationships and sponsorships require careful planning and thoughtful execution upfront. Following this preparatory work, a list of contractual assets was developed and agreed to by all parties which aligned with the values and goals of LG, NFM and the Dallas Cowboys.

思路

大多数公司以可支配收入和购买产品的需求来追求年轻的消费者。LG也不例外，并且专门针对千禧一代人群。此外，LG致力于发挥其良好和有价值的企业公民的作用，与企业开展业务的每个社区建立持久的联系。LG不仅希望销售优质产品，而且还希望为人们的生活和社区健康做出积极贡献。LG发现它可以有所作为的更有效的方法之一是通过以社区为中心的赞助。 为了实现这一目标，LG与其最大的零售合作伙伴之一内布拉斯加家具城（NFM）合作，赞助了2019赛季的达拉斯牛仔队。LG作为NFM的主要赞助商，拥有NFM的过户权利，目的是激励并引导牛仔迷们到NFM购买NFL的全系列产品。这样的关系和赞助需要仔细的计划和周到的执行。完成这项准备工作后，各方制定了一份合同资产清单，并得到各方的同意，这些清单与LG，NFM和达拉斯牛仔的价值观和目标保持一致。

THE IDEA (CONTINUED)

To bring this partnership to life on game-days, LG created a 10’ x 20’ footprint in the Cowboys dedicated tailgate space, “The Plaza,” just outside AT&T Stadium. This space was arranged to resemble various rooms found in a typical house such as the family room and laundry room. Brand ambassadors showcased LG home appliances and entertainment products in a space which resembled their natural settings augmenting the experience of each potential buyer. We created even more foot traffic and excitement with contests and prizes. Entertaining games and friendly competitions were held which utilized the LG products themselves and allowed visitors to see them in action and even get a chance to use them. This approach not only introduced an assortment of great LG products to consumers but provided an opportunity to collect valuable data on these potential customers. Each person that visited the LG exhibition booth received an NFM coupon providing a discount on specific LG products as well as installation at the retailer’s nearest location to the stadium.

思路（续）

为了使这种伙伴关系在游戏日中得以实现，LG在AT＆T体育场外的牛仔专用后挡板空间“ The Plaza”中创建了10'x 20'的占地面积。该空间的布置类似于典型房屋中的各种房间，例如家庭房和洗衣房。品牌大使在与自然环境相似的空间中展示了LG家用电器和娱乐产品，从而增加了每个潜在购买者的体验。我们通过比赛和奖品创造了更多的人流和兴奋感。举办了娱乐性游戏和友好竞赛，这些竞赛本身利用了LG产品，并允许访问者观看它们的实际应用，甚至有机会使用它们。 这种方法不仅为消费者引入了各种出色的LG产品，而且为收集有关这些潜在客户的宝贵数据提供了机会。每个参观LG展位的人都将收到NFM优惠券，该券可为特定LG产品提供折扣，以及在零售商离体育场最近的位置进行安装的费用。

THE RESULTS 

As a result of this project and partnership, LG experienced very positive trends among Cowboys fans. The percentage of Cowboys fans that own a product from LG grew from 29.3% over the course of February – July 2019 to 32.9% from August 2019 – January 2020! Meanwhile, LG’s top three competitors all experienced decreases over these same periods. 

结果

由于这项计划和合作关系，LG在牛仔迷中经历了非常积极的趋势。拥有LG产品的牛仔迷百分比从2019年2月– 2019年7月的29.3％增加到2019年8月– 2020年1月的32.9％！同时，LG的三大竞争对手在同一时期均经历了下滑。

“LG created an outdoor exhibition booth adjacent to AT&T stadium to display a range of LG products in a home-like setting and promote customer interest.”

“ LG在AT＆T体育场附近创建了一个室外展览摊位，以在家庭般的环境中展示一系列LG产品，并提高了客户的兴趣。”

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图片来自网络及品牌公开信息，出处见链接

原链接为：https://www.advantagemrktg.com/advantage/work/lg-cowboys-sponsorship/

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