Don’t Forget the Brand!

I just received an email from the Los Angeles Lakers, telling me about a contest they are running with one of their partners, Taco Bell.  I could win tickets and merchandise, meet the team on the court, and more.  Sounds like a good basis for a partner email…create a unique experience that connects back to the team brand and simultaneously generates awareness and value for your partner.  Take a look at the actual email, and think about what’s missing…

Where is the Lakers logo???  This might seem like I’m being picky, but if you are sending me an email as the Los Angeles Lakers, I want to actually see the Lakers logo, colors, jersey, or something in the body of the email.  The funny thing is, if you click on the email to visit the actual contest page, the web page has almost the exact same image on it, with the addition of a Lakers logo in the top right.  Why didn’t they use that image in the email content? 

In email marketing, there is a concept called “A-B Testing” which is based on sending out two versions of an email, with one small difference between the two.  It could be the subject line, an image, the wording of a link, or any similar items.  If they sent two versions of this email, one with and one without the Lakers logo, I would highly suspect that the one with the logo would have a significantly better clickthrough rate.  These are important things to keep in mind when building any email elements, whether the email is a sponsor-focused message or part of your own marketing mix.

4 thoughts on “Don’t Forget the Brand!

  • March 2, 2009 at 4:12 pm
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    Definitely need to have some Lakers branding on there. Nice find!

  • March 2, 2009 at 4:16 pm
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    Totally agree. My company is currently partnering with a coach and the landing page we’ve created, which will be linked to from the teams site, it absolutely branded with team colors and logos.

    How do some miss this?
    @BGleas

  • March 2, 2009 at 4:50 pm
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    Could it be that they are new to this game and getting a grasp on social media? Might they need a better social media consultant? You guys are smart and on it. I have a feeling the Lakers (NBA and the rest of the sports marketing world) could use your help!

  • March 2, 2009 at 5:06 pm
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    Agreed. The Lakers logo really would bring it all together. Not to mention their colors would go well with Taco Bell’s.

    Also, does anyone else find the floating Mexican pizza, nachos bell grande and grilled stuft burrito a bizarre design choice for this ad, if not irrelevant?

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