Power Home Remodeling Group leased three billboards to express Philadelphia’s interest in LeBron James becoming part of the 76ers.
What is different about this approach is the placement of these billboards? Power Home Remodeling Group corporate headquarters is located in Chester, Pa. The Philadelphia area company decided to place their clever bid to lure James to the 76ers billboards in Cleveland instead of Philadelphia.
The company got their inspiration from the movie “Three Billboards Outside Ebbing, Missour”.
Placing the billboards in Philadelphia would not have the same affect on LeBron and fans as it does being placed in Cleveland.
If the billboards were placed in Philadelphia, what are the chances the target audience (Lebron James) would see them in person?
Since the billboards are placed in Cleveland it is showing initiative. The billboards are saying we are Philadelphia and we want Lebron James. The billboards want James to not only trust the process but to complete the process by signing with the 76ers.
This is a perfect example of attack marketing. The three billboards utilize the power of social interactions to execute a non-traditional marketing campaign. These billboards increase name awareness, (Lebron and the 76ers) and create long-term buzz (Philadelphia sports team bid billboard placed in Cleveland).
The billboards create buzz because this is a different approach to getting someone’s attention. These billboards are not directed towards anyone except the one and only Lebron James! The billboards were strategically placed in Cleveland for James to personally see. The billboards to trying to convince James to sign with the 76ers. The last billboard in the trio calls for action with a social media hashtag. #PhillyWantsLebron
The Cleveland city officials told Asher Raphael, CEO of Power Home Remodeling Group the billboards would require a display of the company’s logo.
They also told the company that the billboards are classified as a political advertisement.
These billboards are located on I-480 within ten minutes of Quicken Loans Arena.(Source)
Philly wants James badly and we all know Philly fans are not afraid to voice their opinions.
“People don’t talk about Philly for LeBron because it’s an underdog town,” Raphael said. “But this would be the best situation for him. He could win championships here, the fans are great and it would be good for the NBA. It keeps LeBron in the Eastern Conference.” (Source)
The City of Brotherly Love fans hope James will see the billboards as a serious invitation to bring his talents to the team.
James is a three-time NBA champion and four-time league MVP. Philadelphia may be the under-dogs but having James on the team with the passion the 76ers have they will be unstoppable.
It’s widely believed James will go for a team with a core of talented players he can propel to the next level. James has a well-known mentorship relationship with 76ers rookie Ben Simmons
The 76ers also have a ample salary cap space with one of the best young rosters in the NBA. So overall James becoming a 76ers would definitely benefit his career.
This Thursday night the playoff-hungry 76ers will travel to Cleveland for a can’t miss matchup against the Cavaliers.