Marketing and Poker

Raindrops on Roses and Whiskers on Kittens

The marketing executives who run our world talk incessantly about "brands". Advertisers are bent on snagging people to use only their products. Marketing gurus want to and have the proven ability to "hook" you on their "brand", whether it's their soft drink, type of jeans, pharmacy drugs for entirely new medical conditions or make of car. They reason, that over time, the merchandisers will make money off of the "hooked" person. Well folks, get ready, as the "branding" of Poker has begun.

I'm thinking Doyle's Room was one of the first. Building a poker site around the myth's and personality of a poker Legend. This is the cult of personality working. I'm sure Doyle does well it, but he doesn't run or own the place. But it works well, haven't you or someone you know bought "Air Jordan" sneakers for example.

Then there is the Milwaukee's Best Beer sponsorship of the WSOP. Last year, Miller was happy with shouting about the WSOP at every commercial break, with an ad. This year, they have stepped it up with a cult of personality campaign using Phil Helmuth. His beaming mug and poker "witticisms" now grace the frosty aluminum sides of millions of cans of beer. Hopefully, when I catch that suck-out on the river, the drunk player that I bust out, will at least yell witticisms at me instead of the usual vulgarity.

Take Reefer Poker for example. Boldly taking the Marijuana Leaf as it's "brand" symbol. When you bring up the poker room on your computer screen, on the sign up screen, there is even some second hand "smoke" to get you up for the game. Wait till you get one of their emails letting you in on the "deal". Reading one is like having Cheech and Chong tripping into the future, and giggling their way through every possible pot & poker combination cliche and pun possible. But wait, there's more, because we all know SEX SELLS. Because now they have prominently added a "spokesperson" (or as the "wink wink" crowd calls her "HOT BABE").

But of course this is a time honored marketing ploy,... to make it fun and frivolous and put the HOT BABES in the ad. Besides, as we all know, drinking the "right" beer or driving the "right" car will make you a babe magnet. Why should poker be any different? And it's not just Reefer doing this. Absolute Poker delights in using scantily clad women in their promos, but alas, unlike Reefer they don't ascribe actual poker intelligence to them. They much prefer the mute "leather and sword swinging" look.

So it's there. Gonna be more of it. Poker will change whether we like it or not. It can be a very serious cause for concern in the poker community, as evidenced by WSOP's decision to delay the final table for MARKETING reasons. Hasn't that caused quite a little dust up?

Here's one sure sign that marketing will have taken over poker. Right now, Poker rooms pay YOU to wear their t-shirts, caps, etc at an event. When we all get good and brainwashed on the marketing hype, YOU will pay the poker rooms for the right to wear their stuff. Believe me, I'm writing this while wearing my "Drink Coke" t-shirt I bought, wearing my "Dallas Cowboys" cap I bought, and slurping on a can of "Phil Helmuth's" beer that I bought.

So, in the end, I am predicting that marketing executives who run our world, will soon be on poker like a pack of paparazzi on Britney Spears. Get ready for all sorts of new and excitieng poker tournaments and venues. Like the Doritios Chip Cruncher Bowl Tournament, Viagra's STUD series with enhanced re-loads , Omaha's exclusive Mutual of Omaha "prize insured" event, the Meaty ALL IN Burger King extravaganza, the Hyper-Turbo Red Bull Marathon SNG's, and maybe even the Credit Counseling Services "Limit" Poker Workshop Series.

Copyright 2008, Peter Rothe. All rights reserved. No reproduction of this article unless you cut me in on your marketing deal. Limit one viewing per reader. Void where prohibited. Certain exclusions and restrictions apply.