Competitor Analysis
Today the class was asked to create a Pinterest board and pin examples of a competitor’s visual strategies and compare them to our own chosen company. Professional sports have such large and dedicated fan bases that it is easy to spend hours looking at only three football teams branding and marketing so it was challenging to pick a few that felt the most influential and best to compare to the Cowboys brand.
How does the Dallas Cowboys differ from other NFL teams?
While analyzing strategies used by the Philadelphia Eagles and Washington Redskins, I realized how similar the campaigns are. Scrolling through their Facebook pages I was overwhelmed with the amount of posts that were only links to articles discussing newly drafted players, 2016 season predictions, top plays from last year, etc. Many posts were promotional media for the professional teams brands, communities and community service projects.
Whereas, the Dallas Cowboys differentiate from these teams because they are very vocal about the player by using links to their social media, videos of interviews or highlight of their top players and top news stories about the team, facilities or fans. There are very little ads or campaigns about the Cowboys and is used more to find tickets to buy, learn more about the company and team and watch past games.
How should the Cowboys image and message differ from other NFL teams?
The strategies used by these four teams have some similarities and some differences. By interactive media becoming more powerful in today society, people have more control over the content they are seeing and what they want to spend their money and time on. In my opinion, Dallas does a great job focusing on engaging with fans through interactive posts, media and having players and faculty speak to fans using Instagram, Twitter and Facebook. By taking down the barrier between players and fans allows the community to feel connected to the team in more of a way than just the love for the sport; they love the players and staff like they are family. Overall, the Dallas Cowboys have created a strong image and message that includes the fans and community while growing their f=brand and franchise.
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