Tea Lesson
Marketing Lessons from the business of football
People do not go to watch football on football. Oh, some people do but not enough to close the filling the stadium. To find out who the pure fans, would you have to do away with the video screens, the mascots, the cheerleaders, the rest show no more exotic food than hot dogs, soda and peanuts, and then see who else in the state. Would you still buy a ticket?
Football is more than a game, it's also a business. The business of football has grown because the promise included with every ticket has become a profession more than just the pure fans. Does your business just to take care of your pure fans? If so, you sits on a huge growth opportunity.
They do not want your product
We forget that people do not really like our product, they want what they can do with our product. Contact coffee as an example. If we focus on the coffee itself, it's easy to get caught up in the price per pound or per cup, and the qualities that coffee taste good or bad. But if we think about what we can do with the coffee, these factors are almost insignificant.
The place where coffee is served (the coffee shop) is the backdrop for a social event with friends or business acquaintances, the price of coffee is insignificant. Maybe the coffee is warm, comforting friend that accompanies us on our journey to the new book we just picked up at a Barnes and Noble bookstore. When we buy coffee or football tickets or your product or service, we buy much more than what the label on the packaging indicates.
Get a feeling for the game
Football organizations discovered long ago, they enjoy considerable increases in business by looking at all ways to serve customers during their a football match. By extending the core product – the game on the field – an appeal to a wider audience, their market grows beyond the pure fans to take their spouses, other relatives and friends. In the process, football organizations enjoy multiple up-sell opportunities while cultivating customer loyalty that keeps fans coming back. You do not football like go to a football match.
While your product or service may not be as flashy and exciting as football, you can request football marketing lessons to share your improving sales and profits. If you do not, you risk seeing your sales fall flat and watching business go to your competition. If companies can apply these marketing principles be applied to a product as simple as coffee, can you win using these strategies, too.
Unfortunately, we too close to our product successfully apply this principles. We probably know the features and benefits of our product inside and out, and understand all the things that our customers can do with our product. More importantly we take a step back and work to understand how people feel when using our product. Explore the feelings of your customers associate with using your product or service, then thinking about ways to give them more of those feelings. Here are three ways you can do.
1. I'm not social!
Many people use a product or service as an excuse to get together with other people. Football tickets, coffee shops, birthday cakes, bowling leagues – people can only buy these products to the feelings they get when they enjoy their experience with other people.
Think of ways to people who shared an interest in your product or service to socialize around to get. Consider:
*** Conferences
Online chat rooms ***
*** Reunions
*** Rallies
*** User Groups
*** Advanced training
*** Charity Work
Anyway, really, the perfect excuse for your customers to gather and experience the great positive feelings that will generate customer loyalty and they keep coming back for more.
2. Make it Memorable
When customers a good experience with your product, they will want to repeat it so they can recreate those good feelings. Ideally, our clients say about their experience with their friends and colleagues, long after the experience over. You can use the power of this word of mouth effect. Help your customers remember their positive feelings long after the experience they've made is over.
Memories are increased when emotions are involved. The stronger the emotion, the stronger the feelings, the longer and more powerfully we remember them. In football we look at instant replays the most important moments, turning points and made great plays. We buy programs that allow us to participate at a deeper level with the personal aspects of the players. Sometimes we can provide thrilling opportunities to win prizes. Souvenirs allow us the football game to take home with us, we can relive the feelings that we had the game just by watching or holding our souvenir.
Get your customers emotionally involved so they long remember the positive experiences they have with your product or service.
*** Please souvenir.
*** Give them a chance to win something.
*** Provide a nice surprise they did not expect.
*** Give them moments with industry celebrities.
*** Take pictures, especially of them to bring them vividly remember the great experience they had.
These things do, and they do business with you over and over again.
3. Do the Fringe
Around your regular customers – the pure fans – is a fringe of secondary customers can easily access. This secondary customers spouses or friends of your regular customers, which are easily reached through viral marketing. Thinking about how to meet their social needs and create a positive, memorable feelings that encourage them to try you and then come back again and again.
The football business has devised. Football fans in a household have an easier time getting to play as their non-football-loving husband is eager to deal with them. That is why a football ticket provides so much more than the game of the day. While marketing the game to pure fans is a simple endeavor, football is a much better business when the offer is extended to the social and emotional aspects that appeal to the secondary market. Thus, the Super Bowl become a party than a game. People plan and look forward to the huge social event this championship engulfs game. Millions watch the Super Bowl on TV, but few look alone.
Contact your market and work to understand who your secondary customers. Coffee shops gladly sell tea and soft drinks so their "regulars" can easily bring their non-coffee drinking friends. Expand your marketing to these secondary customers are and you can increase your sales revenue by 50% and more.
The Game of Change
Football as a game has not changed much in recent decades. The proposal to battle flags supported by video review was carefully examined by National Football League (NFL) officials before the adoption, all because the league knows this, never alienated your pure fans. They are the foundation of your business. To keep delivering solid, consistent product that they keep coming back for more.
Not focus on improving of your product. Instead, focus on improving the product experience. Once you understand the positive feelings your customers experience by using your product or service, search ways to extend that experience. Sure, cream and sugar with coffee. But so does a soft chair and relaxing music. This is a well-written book of fiction. So does a table, surrounded by family and friends.
Football is a game and it's a business. Look at your business as a game. How does it feel to do business with you today? Make your business social. Make it memorable. Make your business the game your customers are eager to play.
About the Author
Paul Johnson the Trouble Breaker works with organizations to convert trouble into double and triple digit performance breakthroughs. Discover concepts for marketing breakthroughs at http://ShortcutsToResults.com.
What activities you do with your toddler in a normal week, for example. swimming lessons, playgroups, etc?
It's just that I do not know whether I do enough things my 15 month old son. Everything I do is take him to the playground and shops, sometimes for tea or house of a friend who is also a baby once a week.
awwww I think thats great what you are doing now, at the end of the day hes a happy and healthy buba that's all that matters! I take my babies to toddlers tumbling (many children run riot with toy lol) for one hour a week (but not every week) i cannot afford all the time, and they goto a playgroup once a week on a Friday for a few hours, I even go to town on weekends and nannies a few times a week, but today im stay with the babies coz it's cold outside, and right now they just had their breakfast and both play in their play pens have their bellly to settle, then im going to try to explain in the nursery and a number of books read to them and them to stretch their legs for a while before nap time late:)
Back to the Secret Garden – 9. “Tea Lesson Gone Bad”
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