SIGNS

ROGÉRIO CENI THE GREATEST STRIKER GOALKEEPER IN THE WORLD

Rogério Ceni has a new jersey. He wore the new uniform for the victory of the Marília São Paulo, on Sunday (15/03/09). The shirt displays the following message: "THE GREATEST STRIKER GOALKEEPER IN THE WORLD." Which is true, he has already scored 83 goals in the 849 matches that he played for SPFC (Sao Paulo Football Club), and he is in the Guinness book because of it.
But Rogério is much more than a goalkeeper that scores, he is the greatest Sao Paulo's idol, and there is no football player that has ever done as many things for a team as Rogério is doing.
Talking to a Carioca* (a person who was born in Rio de Janeiro), Matheus, yesterday he said that Rogério was the best marketer in the sports world, but a poor goalkeeper. I agree that he is very good marketer but I can not agree with the second affirmation. I think he is a bit jealous because Rogerio plays with emotion, and the Flamengo (team which Matheus is fan) do not have such an idol playing. By the way Ronaldo, who is playing @ Conrinthans, is a Flamengo's fan, and he said that if he would come back to Brasil he would play @ Flamengo, but that is not what is happening, why?

About the player Rogério Ceni I do not need to say anything, he has already proved that he is one of the best goalkeepers in the world:
São Paulo Futebol Clube
* 2008 - Brazilian League Championship

* 2007 - Brazilian League Championship
* 2006 - Brazilian League Championship
* 2005 - FIFA Club World Cup
* 2005 - Copa Libertadores da América
* 2005 - Campeonato Paulista
* 2001 - Torneio Rio-São Paulo
* 2000 - Campeonato Paulista
* 1999 - Copa Euro América
* 1998 - Campeonato Paulista
* 1996 - Copa dos Campeões Mundiais
* 1995 - Copa dos Campeões Mundiais
* 1994 - Copa Conmebol
* 1993 - Mundial Interclubes
* 1993 - Supercopa da Libertadores da América
* 1993 - Recopa Sul-Americana
* 1993 - Troféu Cidade de Santiago de Compostela
* 1993 - Taça Libertadores da América
* 1993 - Campeonato Paulista - Categoria Aspirante
* 1993 - Copa São Paulo - Categoria Junior
* 1990 - Campeonato Paulista - Categoria Juvenil

Seleção Brasileira

* 2002 - Copa do Mundo
* 1997 - Copa das Confederações

But I want to analyse the Rogério Ceni Marketer. I've read two book lately that seem to explain why he is a myth. The first one is "Purple Cow" by Seth Godin and the second is "lovemarks" by Kevin Roberts.

His first marketing strategy was to introduce the Seth's P, the purple cow, he started to score goal by free kicks and penalties, it was really remarkable, no goalkeeper had ever done it before (Only Chilavert, the Paraguayan goalkeeper, but most of his goals were by penalties, which is not so remarkable), and the idea was easily spread. And of course he is very good goalkeeper catching the ball, otherwise scoring wouldn't be remarkable. So as we know all his marketing was based in his service/product, how can he be a good marketer and not a good goalkeeper Matheus?

And passing the year all the Sao Paulo's fans began to respect him because of his competency as goalkeeper and love him because of his ability with his feet and also cause of the emotion hi shows when he is playing, or only talking about Sao Paulo. So he became a lovemark, and even though he had failed sometimes in his career the fans still supported him, which is very uncommon in the football world, because it is love beyond the reason (although we have a lot of reasons).
He is for sure a lovemark. "And what makes a truly great love stand out?"(lovemark book)

Mystery: He has great stories with Sao Paulo Football team, as the one that he won the game against Liverpool FC (see the video) and gave the Sao Paulo the FIFA Club World Cup. Or a simpler one that he is the only player at SPFC that stays alone in the hotel room while all the other players share the room, when the team travel. I don't even know if it is true, but there is the mystery. He is already a MYTH.

Sensuality: If you say Rogerio Ceni, I can see him running from his goal to kick a free kick near to the opponent box, I can see him celebrating a goal that he scored, I can see him complaining with the defence, I can here the tv speaker yelling "Rogeio Ceni" when he makes a good catch, I can hear the SPFC's fans singing "Rogerioooo", I can feel all the emotions I've already felt watching his games.

Intimacy: Rogerio understand his fans emotions, because he feels the same, which is the love for SPFC and the commitment to do the best for it. In orkut, the most famous and used social network website in Brasil, if you search for Rogerio Ceni, you will find more than 1000 communities.

Well the secret to all of it is that he, for sure, loves what he does, and also love the SPFC!

The secret is LOVE!

Customize

The Adidas did a secret concert with the English duo Ting Tings. In the occasion the brand gave white clothes for the invited and the party was in a white space as well.
They also provided pens and paints for them to paint everything they want. Can you see any link with customization? I do!

The main question is, can we measure the target impact of this action per dollar invested and compare with a mass marketing communication results (TV, newspaper)? This is a remarkable action, and I'll spread this idea!

The Coffee Club deceived me

At my birthday, 6th march, I decided to go have lunch, in this so important date, at The Coffee Club driven mainly because of the voucher (that is in the picture), which was supposed to give me a "FREE WINE OR BEER WITH A LIGHT MEAL PURCHASE!"and also because it is a brand new place near home.

So Gabi and I went there asked for 2 light meal (which were ok) and asked for the free drinks, but they were unable to give me the drink because they did not have the liquor license yet, so I ordered 2 cokes, which I paid!

1- If you do a promotion like that be sure that you can give what was promised! Simple!!!

2- Ok something unexpected happened, so at least you should give something for free, more expensive than the drink, to your consumer. And even though your consumer can be disappointed because you lied to him/her.

It is so strange that it is still happening, where are the marketing people? I am not saying the marketing department, but the girl that took my order should have the power to offer me something, she should be the marketer!

I will never go back to a The Coffee Club!

New Zealand Soundtrack

I am one of those people that have a music of the momentum. So when I start to listen a music, a singer or a determinate album I keep listening the same for a week, sometimes a month. Yes my life has a Soundtrack!
Now I am going to share with you my soundtrack here in New Zealand.

The first one is Feist:
Leslie Feist is a Canadian alto singer-songwriter. She performs as a solo artist under the name Feist. (wikipedia)

Discography:
1999: Monarch
2004: Let It Die
2006: Open Season
2007: The Reminder

I really like the calm music with some exited moments, with a very smooth vocal. I listen to her any time, reading, cooking, having dinner, talking to Gabi, by the way Gabi also likes her a lot.