Image by Clint120 via Flickr
Here in the South, at this time of the year, one thing reigns supreme – college football. It dominates the air waves of radio talk shows and it’s the center of conversation for many armchair quarterbacks and gridiron has-been’s. Church ministers draw upon football as a metaphor for many spiritual-minded messages, and since I am a college football fan, I would be remiss if I didn’t make a few analogies of my own. So, what can college football teach us about marketing?
- SCOUT THE OTHER TEAM – Before each week’s game, coaches sit down to watch game film of their opponent. They look for weaknesses they can exploit. They look for tendencies. They try to learn everything they can about the competition so they can predict every move the other team makes. In developing your marketing strategy, you too should look at your competition. Find out who they are. What are they doing that makes them successful? What is it that they aren’t doing? Perhaps there is a segment of the market they haven’t tapped into. If so, you might have an opportunity to design a marketing campaign that speaks directly to that market.
- GIVE YOUR FANS A MEMORABLE EXPERIENCE – Today’s big-time college football stadiums offer a lot to the average fan: large video screens, constant score updates from around the country, a diverse concession stand menu, unobstructed views of the game, etc. Think about your business. Are you providing a unique experience for your clients/customers that will keep them coming back for more?
- SURROUND YOURSELF WITH KNOWLEDGEABLE PEOPLE – A good head coach knows that he is only one part of the equation. He needs talented, motivated assistant coaches that can help teach and mold his players into a winning football team. You might feel a little overwhelmed when it comes to marketing your own business. If so, surround yourself with a talented marketing/advertising staff that have the experience needed to effectively communicate your message. If you can’t afford a full-time staff, outsource your needs to freelancers and outside production companies, marketing firms, and/or ad agencies.
- BE WILLING TO ADAPT TO SHIFTING TRENDS – In the early days of football, the single wing offense was a popular and effective formation. Throughout the late 1960s and 1970s, the Wishbone was adopted by many college teams. In the 1990s, Steve Spurrier’s Fun-and-Gun offense was virtually unstoppable. Now, the latest offensive trend is the Spread Option, run by schools like Auburn and Florida. Throughout the years, football coaches were willing to adapt to new offensive strategies that could help their team succeed on the field, even if they were uncomfortable in doing so. You too must stay on top of shifting trends in the areas of marketing and advertising. What are the latest tools out there for you to use? How can you capitalize on the opportunities they provide? How can you use them effectively?
- IT’S A PROCESS – College football fans are impatient. They want their head coach to win and win now. But, championship teams are not built overnight. Alabama head football coach Nick Saban refers to this as “the process.” His philosophy is this – you can’t even think about winning a championship until you understand what it takes to become a champion. That means putting in the time and effort to do things the right way, with the right mental attitude. In your business, you might not see the results of your marketing efforts overnight, but success depends a lot on your diligence and perseverance. Are you continuing to invest in marketing your business, even when your competition makes cuts to their marketing budgets? Are you diligent about maintaining your company website, social media outlets, video content, etc. If you neglect to advertise and market, you can’t be successful. In the same way, if a football team neglects to practice, to study game film, and to spend time in the weight room, it cannot win on the field.
