Warrier Wala's Test + Learn

From a young age, I have been fascinated by the promotion of sport. Beyond the actual games, I grew passionate about attracting fans and followers across geographic boundaries. My personal exposure was rooted in American sports like the NBA, NFL, Baseball, and of course, WWF (sports “entertainment”).

Humans are passionate about various things, pushing themselves beyond their comfort zones in pursuit of these passions. Some choose to keep their hobbies separate from their profession, but I’ve always found that difficult. While marketing is my passion, sports marketing has been truly inspirational and all-consuming in my life.

My broad interest in sports began early. My first job was in sports marketing, and it remains a fond memory. From football to cricket, I’ve spent about a year of my life watching professional sports, a significant influence on me. These hours and the surrounding narratives have shaped my approach to challenges in both personal and professional contexts.

As a marketer, I scrutinize everything through a marketing lens, even outside of work. Watching sports means noticing sponsor boards, player endorsement deals, and stadium experiences. Here are four key aspects of sports marketing that consistently inspire me:

1. The Fans

Fans form tribes, disregarding traditional stereotypes to bond over a shared love for a sports team. Their loyalty extends beyond stadiums and television to merchandise purchases, event attendance, and advocacy.

In B2B marketing, building a base of advocates can be challenging. However, companies like Salesforce and Adobe have successfully tiered their ardent fans, almost gamifying the experience. For your brand, explore tools for your ‘fans’ such as testimonials, case studies, and social sharing, making it easy for your audience to show their support.

2. The Players

A team is only as strong as its weakest link. Organizational leaders focus on the collective impact of their team in delivering objectives, but often overlook the overall customer experience.

Identify and measure the touchpoints your customers engage with, and ensure consistency and quality. Empower your team to engage your audience appropriately, from phone interactions to events and messaging. Encourage your staff to proudly represent your brand on social media, in their personal networks, and when meeting prospects and clients.

3. The Training

Sports stars excel through practice, and similarly, marketing requires continual improvement. Like David Beckham practicing free kicks or Michael Jordan honing free throws, marketers must test and learn to improve their efforts.

Adopt a ‘test-and-learn’ mindset. No one has the perfect marketing and communications strategy. If you lack in-house capability, partner with experts who understand multiple channels and have proven case studies. Beyond campaigns, this mindset should extend to measuring content engagement, creative effectiveness, and data currency. Use tools to manage and measure your touchpoints for better marketing to your audience.

4. The Partnerships

Sports brands have elaborate sponsor and partner networks, collaborating with other brands to engage fans. Iconic brand associations, like the NFL Superbowl ads or Rolex and IBM with the golf masters, highlight the power of these partnerships.

In B2B marketing, talk to your customers to understand what matters to them, and find brands that align with your values. Effective partnerships benefit both sides and should be integrated into your marketing communications. Positive resonance from the right partnerships can boost both brand growth and revenue.

At Green Hat, we’ve successfully partnered with organizations like Adobe, Salesforce, the AMI, the B2B Marketing Leaders Forum, and Kiva. Your passions can inspire new ways to problem-solve and engage your audience, feeding professional development and brand growth.

Key Takeaways:

1. Do not take away from the game (or your product): Keep your audience in mind. Fans want to see the action. Overloading them with marketing or branding can create a negative impression.
2. Leverage real estate (AV and physical): Integrate marketing seamlessly, as seen with EA Sports, where in-game referees have logo’s on their arm – making use of additional branding real estate.
3. Expand on experiences across touchpoints: Create consistent and engaging experiences for your audience.
4. Influencer marketing: Utilize influencers to extend your brand’s reach.
5. Sworn allegiances and cognitive alignment: Foster strong, loyal connections with your audience.

By blending personal passions with professional pursuits, you can drive innovation and success in your marketing strategies, making a significant impact on both your career and the brands you represent.