#5Tweets: Pat LaCroix, Head of Global Media and Sponsorship for Bose
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.
"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."
"Everything we can means serious measurement, data mining, discussion, and insight analysis. The NFL, obviously, is the big gorilla in the playground."
"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.”
"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.”
"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."