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Post by ashiwi on Aug 22, 2014 19:13:19 GMT -5
With the Sanofi launch in the 1st quarter, what better way to blow it out than with a Super Bowl ad? The social media that follows would be huge. With all the wings and alcohol consumed on Super Bowl Sunday you can't tell me that there wouldn't be at least 50 million Americans with elevated Glucose Monday morning.
Now who would be a great celebrity spokesperson?
Sanofi and I are up for suggestions.
I'll start with Oprah. She's got worldwide appeal.
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Post by mannmade on Aug 22, 2014 19:42:10 GMT -5
ashiwi, I like the enthusiasm but at $3m to $4m per :30 spot I doubt this will happen nor would it be practical from a media strategy standpoint. Perhaps if funds were unlimited... but I believe they likely have cost controls in place which limit spending so they can manage expenses on both sides against revenue and the profit split without too much forensic accounting.
However, having said the above, I am not even sure I would do a national campaign to start for a variety of reasons, one being to ensure they can meet demand. (am being my usual optimistic self here) Also likely more effective to use resources to massively target specific highly dense diabetic population centers to launch.
I would specifically target the cities with the largest diabetic/populations and hospitals per capita, such as Los Angeles, Chicago, New York, New Orleans (a guess having eaten and boozed down there on a couple of vacations), Miami, American Samoa, Puerto Rico, etc...
Would be a lot less expensive than going national to start. Then support the media blitz with a higher than usual concentration of reps at major clinics and hospitals as well as university hospitals and doctors offices especially in the targeted media cities. This lowers the ratio of rep to doctors etc and allows for longer and more focused meetings. (I know doctors barely have time but they may take the time for this and conversely it may take time for the reps to get them on board)
I would target local media dollars on certain shows like the Today Show (using Dr. Nancy Snyderman or even Al Roker) and the other "Media Doctors." I would also target local cable shows such as sports and the hit dramas/comedies etc... shows with target audiences, maybe even Netflix. Also some internet with certain sites and traffic patterns.
As for Hollywood spokespersons, there is a long list, but my personal favorite is Halle Berry, after all she was in a car accident as a result of a diabetic hypo event a couple of years back as I recall, plus I like her. Or Tom Hanks... I would also go after some athletes as this will be a lifestyle issue. Then I would get the ADA and Endos involved. And lastly I would get some real diabetics involved.
If I were developing the campaign, it would include all of the above and be a creative similar to the "More You Know" PSA campaign on NBC.
I am sure they are thinking of much of this already.
I am honestly not trying to discourage you but when I saw your post (have seen this referenced before on other boards) I though I would answer in general with how I would approach. (I must disclose I have 30 years in the entertainment marketing, advertising & promotions business.) GLTA!!
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Post by ashiwi on Aug 22, 2014 20:22:29 GMT -5
Well said and thought out Mannmade. Makes a lot of sense. Sanofi should put you on the payroll. I was just having fun spending someone else's money.
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Post by dreamboatcruise on Aug 22, 2014 20:55:56 GMT -5
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Post by mnkdd on Aug 22, 2014 22:18:03 GMT -5
With today's guerilla/viral/social media marketing, you can reach a more precise target audience w/ the fraction of a Superbowl Ad cost.
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Post by BlueCat on Aug 22, 2014 22:46:44 GMT -5
O, but come on. Halle Berry.
Big screen, heavy mascara, little inhaler ...
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Post by rak5555 on Aug 23, 2014 7:37:08 GMT -5
How about a spot on "The Biggest Loser"? Or, Diners, Drive Ins and Dives?
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Post by notamnkdmillionaire on Aug 23, 2014 8:33:38 GMT -5
Maybe Al can persuade the NFL for him to host the half time show where he can sing Sinatra tunes (actually Al would just sing MY WAY over and over) while Miley Cyrus twerks next to him in a Dreamboat outfit. I can see Al doing a double take when that happens.
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Post by kc on Aug 23, 2014 10:04:29 GMT -5
I agree 100% Better marketing on Facebook for Afrezza. Every Facebook member has a relative or friend with Diabetes. That is about as Viral as you can get. I am sure that Sanofi will know now how to market for the biggest bang. With today's guerilla/viral/social media marketing, you can reach a more precise target audience w/ the fraction of a Superbowl Ad cost. |
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Post by gamblerjag on Aug 23, 2014 11:43:08 GMT -5
Come on... Al wouldn't want to be next to Miley.. I mean.. he's not Jerry Jones!!!
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Post by rockstarrick on Aug 24, 2014 14:55:01 GMT -5
You meant Jerry Springer right, I was disabled for 5 years and a month back in the 90's. It was when I started seeing reruns of Jerry Springer and Jenny Jones I decided to retune to college and get my degrees in Water Distribution and Treatment. This is how I related "Jerry Jones" to Jerry Springer and Jenny Jones, funny but true.. RSR
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Post by vantech7 on Aug 27, 2014 9:49:52 GMT -5
Let's forget Opra and Super bowl ad is too expensive...
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Post by vantech7 on Aug 27, 2014 9:58:40 GMT -5
Spend the marketing money to help make doctors aware of this new medical approach to diabetes i.e.
medical journals that most all doctors subscribe to, magazines and tv ads that advocate diabetics to
specify the Alfreeza approach to their doctors, in my view...
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Post by bradleysbest on Aug 27, 2014 10:07:04 GMT -5
Patients need to request it as well! Target everybody right out of the gate!
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Post by babaoriley on Aug 27, 2014 21:32:52 GMT -5
Some national TV ad campaign would be nice, but maybe not as expensive as the Super Bowl, just enough to whet the appetites of diabetics and their docs. The word will spread, this is a disease one must manage 24/7/365, much interest for many to know anything new!
Super Bowl in two or three years, starting out, "And from the makers of Afrezza, a new drug......
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