Pat LaCroix, Head of Global Media and Sponsorships, Bose
NFL coaches are roaming the sidelines again, and that can only mean one thing: lots of camera time for Bose headphones. The iconic audio equipment manufacturer has a comprehensive partnership with the League and all 32 of its teams, a mammoth investment that makes measurement essential. Below, Bose sponsorship exec Pat LaCroix shares #5Tweets about the company's approach to measurement.
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"Every year, we take a full 360-degree, integrated approach as to how do we maximize the NFL investment. We need to make sure we’re doing everything we can through experiential PR, advertising and retail."
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"Everything we can means serious measurement, data mining, discussion, and insight analysis. The NFL, obviously, is the big gorilla in the playground."
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"We take a full-frontal view [ed. note: never heard it referred to quite that way before...] of primary and secondary metrics to really understand what is happening for the business.”
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"Being a company rooted in, and founded by, engineers, we make a real commitment to measurement, no matter how big or small the spend is.”
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"We have deals now with all 32 teams, and we also do quite a bit with NFL custom products. Our goal is to ensure paying back to both the short- and long-term objectives of the brand."