Pick-Six: Marketing Lessons From the Football Playbook

The first season of NCAA Football to end with a formal playoff system is just kicking into gear, and while we’re still settling in to see which teams look to be on top, one fact remains unchanged: NCAA Football is a marketing powerhouse. From deals with sponsors from ESPN to Coca-Cola, it’s clear that the organization has its playbook set when it comes to promotion. But what about you? If we take a look at the game itself, we can draw up a few marketing lessons that are useful to anyone — not just huge organizations:

1) Not every play has to be a touchdown.

It’s tempting in marketing to go for the air-out, Hail Mary play right away – after all, no one wants to lose a potential customer. But how consistently do those plays really work? By setting up a marketing plan that allows you to connect with potential customers at all steps of the sales funnel, you can “move the chains” down the field by building a relationship as they get closer to making a purchase. When they’re ready to buy, you’ll just need that one-yard rush for the score.

2) The best players watch tape.

Reviewing how the team plays each week can help players and coaches learn from the past, and perform better. Marketing metrics give you the same opportunity. A platform that lets you see whether people are reading and engaging with your emails, blogs, and website can teach you what’s working and what’s not, and help you improve your next effort.

3) Sometimes you need to call an audible.

A good quarterback never locks into the play called in the huddle – he gets to the line, scans the defense, and makes adjustments as needed. Treat your marketing plan the same way – be open-minded enough to make changes on the fly. Perhaps a multi-week email campaign isn’t working as planned, or a blog series is putting readers to sleep. Maybe your trusty website that’s been adequate for years is no longer serving the needs of prospects and customers. Be willing to evaluate and modify all aspects of your marketing.

4) Lead the receiver.

The best quarterbacks succeed not by throwing the ball right to a receiver – they anticipate where the receiver’s going to be, and aim the pass there. In marketing, you need to anticipate where your prospects are going to be before they get there – if you wait, it’s too late. Make sure that you “lead the receiver” by proactively getting your content and company information to the places where buyers look.

5) Everyone on the field contributes.

Quarterbacks, wide receivers, running backs may be the stars who get most of the recognition, but their achievements rely on all the pieces working together, from linemen to the coaching staff. In the same way, each piece of your marketing, from social media to your website and ThomasNet.com profile, plays a role in your success, and while some may seem more exciting than others, each builds off of the rest.

6) It’s a long season.

Win or lose, football players are always ready to suit up the following Saturday. You either have to build on the lessons of a success, or improve on a subpar performance. Don’t be discouraged if every piece of your marketing plan doesn’t always work — and don’t become complacent after a few big wins. Continue to refine your efforts, and you’ll be ready to stay in the game and grow your business.