Business Today - Dec 2022 - Jan 2023 issue

Face of Business
Coca-Cola Marketing Campaign
For Gamers “Real
Magic - One Coke Away
From Each Other”
an abundance of channels is a blessing, it’s not
the opposite. I know this can intimidate and
overwhelm people because [of questions like]
“where do I get resources?” “Where do I get resources
to place my brand in all of these channels?”
In my humble view, everything revolves
around people. Your target audience — you
can call it that, or your tribe or cohort — they
have certain passions and overindulge in certain
channels versus others. For example, I am
what is commonly known globally as a sneakerhead,
which means I love sneakers — I have
probably have a lot more than I should — and
there are certain [channels] I overindulge in,
such as hip-hop and basketball, more than anybody
that is not a sneakerhead.
Sneaker brands, whether Nike, Adidas, Puma
or Reebok, they want to use a channel to talk to
me from an ROI perspective. So, they may think
“we know that sneakerheads are into hip-hop,”
so [they might say] let’s sponsor a program that
shows hip-hop artists, or let’s be in a clip with a
hip-hop star, or let’s get a hip-hop star in our
ad, etc.
[With that] I’ll see the product on a channel
that I’m used to, so the brand is basically catching
the fish where the fish is already going to
instead of trying to invite it to go to the desert.
The question always is, with people, where are
they? Then you can craft your strategy based on
where they are spending more time and where
they are more passionate.
Everybody is in the business of attention now,
including entertainment. Netflix competes
with YouTube over attention, it competes with
brands, competes with books. Everything competes
for attention. People have 24 hours; we
don’t have more. We haven’t been able to crack
the code where we increase the number of
www.BusinessTodayEgypt.com January 2023
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