Bits & Pieces?
Marketing geniuses may have missed the Green Bay Packers announcement that they were going to begin selling shares of the team again to the public. It hasn’t happened since 1997, when they sold 120,000 shares, raising 24 million dollars which was used to cover stadium renovation costs.
For those that don’t follow the NFL, or those that live under a rock, the Packers are the NFL’s only publicly owned team. Fans own shares of the team.
The new shares of team stock, which went on sale December 6, are $250 dollars per share. In the first 11 minutes of the sale, 1600 orders were placed online. It stands to reason that people would want to own a part of the team they love so much. Who wouldn’t? Green Bay fans are some of the most dedicated fans in the world.
But there’s an interesting paragraph in an article on ABC news’ web site that actually digs into a deeper emotional connection between fan and team that most brands would salivate over. From the article:
“The sale marks the fifth time in the Packers’ 92-year history that the publicly-owned team has offered stock, though it’s really not an investment in the traditional sense. The value doesn’t increase, there are no dividends and it has virtually no resale value. But it does qualify the buy as team owner and conveys voting rights. It also qualifies the holder to attend the annual stockholder meeting at Lambeau each summer before training camp begins. They also get access to a special line of shareholder apparel.”
So, in other words, fans of the team are so dedicated and committed that they are willing to drop 250 bucks on a share of stock that gives you absolutely zero ownership in anything. It’s just a piece of paper that allows you to attend a shareholders meeting. That’s it.
How many brands would love to be in a position to offer their brand evangelists such a thing? The idea of fandom has an air of irrationality about it, but the idea that the Packers can sell pieces of paper to their fans for 250 dollars a pop is the mark of a brand that has a following that goes beyond the loyal to the absolute cultish. It’s what every brand aspires to be, yet so few actually get there. The sale of Packers stock marks the sale of something in which the benefits are 100% emotional and 0% rational. In tough economic times, it’s incredible that people can justify such a purchase. But if you have a brand like the Packers, you can pretty much get fans to do whatever you want.
What do you think? Would you spend 250 dollars on something you really wanted, from a brand you really liked, even though it gave you virtually nothing in return?
It’s not new news, but most of the time, even in our changing world—many advertisers still want to talk more about themselves than their consumers. In their version of the advertising strategy, features outweigh benefits in key messaging platforms. Especially with limited dollars, “more bang for the buck” comes with cramming every nook and cranny of a spot with something to say about the product. I’m not casting judgement. I get it—with the pressure to succeed, and success ever more tied to ROI, it’s tough to be a marketer. But I urge us all to still focus on the consumer. Something I think we did well (along with our client) in these recent spots for HSHS (Hospital Sisters Health System) in Green Bay.
You may have read a post here months back, on a 60 second spot we shot with Michael Prince for the brand. Well, these are the harder-hitting siblings of that spot. What we’d call the “service line” spots for cancer and orthopedics. These spots carry some pretty heavy loads—boasting that “we provide the most treatment options,” that “we beat national survival rates” and that “we are among the nation’s best” when it comes to cancer. Product features, not benefits. But notice how the facts are surrounded both visually and verbally with “life”, “hope” and “a new belief.” Things I believe every person with cancer wants as much as the latest and greatest treatment.
By identifying that what we see in a cancer patient is a path to new life, we brought context, benefit and a personal connection to what would be a list of ingredients. Kudos to the team and the client on recognizing the fine balance between logic and emotion, especially when it comes to our health.
Time-lapse footage courtesy of Michael Prince
It will be one year tomorrow since our “Hope is” project made it’s debute in Green Bay, WI. It will also be one year to the day that I watched my dad begin his downward climb in his own fight against cancer.
Ask anyone who’s had it and survived. Who’s watched someone battle it, victorious or not. Ask anyone who’s come anywhere close to even the word “cancer” and the likelihood is, at some point in conversation, the word “hope” was used.
They’re like two peas in a pod. Hope and Cancer. Cancer and Hope. Why are they so connected? Because in terms of cancer, hope means that we accept the fight. Hope means that one day we will conquer this disease. Hope becomes the one thing we can hold on to and something positive that connects us.
So sure a year ago we made a large wall, a traveling exhibit and an experimental minisite. But most importantly, we made a community. A community of hope. A place where strength and encouragement can be found and left behind.
Let me leave a few messages from the site as your inspiration to use a HOPE message and to leave one behind. Help us grow the community — because in the fight againts cancer, we stand stronger together than we do apart.
“HOPE IS found within me.” — WiYan, WI
“HOPE IS acreditar na vida e nas pessoas” — Bruno, MA
“HOPE IS a smile from a stranger, a child’s laugh, a dog wagging its tail, a homemade cupcake, a cure.” — Shawna, CO
“HOPE IS knowing you are not alone in your journey with cancer.” — Wayne Konitzer, WI
“HOPE IS believing you can, even when everyone else says that you can’t.” — Steph, WI
“HOPE IS detecting it early.” –Diane Banaszynski, WI
“HOPE IS believing.” — Michelle, NJ
“HOPE IS the only sustainable fuel to run the world on.” Laura, MA
“HOPE IS knowing that hardship is never permanent.” — Jared, UT
“HOPE IS feeling confident in good things to come.” — Brian Hurshman, NM
“HOPE IS a lifetime of springs.” — Sue Northey, WI
“HOPE IS knowing that you are still breathing.” — Khadeeja Alkaff, NY
“HOPE IS the real deal. Hope may be all you have. Take it a way and nothings left.” — Toni King, KY
“HOPE IS talking with someone who has been where you are…and survived.” –NGW, KY
“HOPE IS knowing that I will see him again…miss you so much dad.” — Beth Paprocki, WI
“HOPE IS knowing that God has your tomorrow in his hands.” — Elizabeth, PA
“HOPE IS empowering.” — Janet, NY
We made the shortlist. And made the exciting trek to NYC for the big announcement. And lo and behold, behind a backdrop of thumping dance music, our name was called. Jigsaw was honored for the second year in a row with a Clio Healthcare award, this time for work we did for St. Vincent Regional Cancer Center at St. Mary’s Hospital in Green Bay. This time the competition was even more fierce, as entries were opened up to international agencies this year.
The piece that was awarded the bronze Clio was the Hope Wall — which you can see here.
Frankly we are truly humbled by the award and are truly grateful for the opportunities our clients present to us. And best of all, we came out of The Big Apple unscathed. Hopefully we can make it happen again next year.
Featured Blog Posts
Given two studies on preference for mobile web versus mobile…
Anyone can be creative. Often the biggest obstacle to innovative…
I’m involved in a couple of professional groups that are…