I’m a basketball fan by default. Having a son who could quote very detailed NBA player stats since he was about eight years old made it so. And in the throes of March Madness, that now 18-year-old George Mason freshman got me at least paying attention to this incredibly exciting March ritual. So, GMU was out early, but so were many of the top seeds. From the teams that make up the final four, only Kentucky was ranked in the top 10, with UConn, ranked 11th. But two teams, the no. 37-ranked Butler and no. 50-ranked Virginia Commonwealth have surprised pundits and upset many an office pool. What can businesses learn from this year’s March Madness?
Don’t underestimate the small organization.
Are you a small business playing in a field of big players? There can still be success when you play to your team’s strengths. Know what your organization is better at than anybody else. Demonstrate how you are different and how you fulfill a specific need for a specific target customer better than anyone else. Make your expertise clear. You have to be different and good (for more on this concept, read Marty Neumeier’s Zag).
Know your game plan.
What’s your position and what is your marketing strategy? Having a marketing plan in place can help you outline your game plan on many levels. Know your objectives beforehand when offered the opportunity to write or speak. Research your target clients in advance of an introduction or meeting. Make sure that your marketing strategy includes selectivity—in the tactics you choose to help you market and in your target audience. Choose wisely, and know that this plan can (and should) be revisited and adapted throughout the year.
Excel at the fundamentals.
No matter what NCAA team is playing, I guarantee they still work on fundamentals. In marketing (and basketball), without consistently good execution of the fundamentals, strategy is only an intention. First, are the logo, website, brand messaging and communications materials consistent? Are they unique, differentiated and fresh? Does everybody in the organization know the basics and work as a team? Are you clear about your marketing goals? This is where to start.
Recharge with the help of your fans.
Don’t underestimate the client relationships you already have. Your customers can provide wonderful support through referrals and testimonials. They can also provide great feedback about how it was to work with you and your staff or to implement a particular process. Use lessons learned, insights gained and kudos received to bolster your team and your strategy.
Have a surprise play at the ready.
While consistency in branding and communications is primary, the element of surprise can often help you gain the edge over the competition. Cleverness or boldness in marketing can have the same affect. Get your target audience’s attention and do something different. Something as simple as a personalized note with an article of interest to a prospective client or a clever 3-D object and message is the game-changing element that gets a prospect’s attention.
It’s the end of the first quarter. Be sure to take a fresh look at your marketing strategy. Maybe you’ll be inspired by this March Madness, too. Whoever wins, it’s been quite the bracket-buster!
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