Everything can be marketing and everyone can be a marketer.
Consider the unlikely example of Officer Bobby White from the Gainesville, FL police department. The policeman responded to a complaint of kids playing basketball too loudly on a residential street. Maybe the neighbor who called police should have been investigated, but I digress.
What does this police story have to do with marketing?
You’ve heard the saying: When one door closes, another one opens.
There’s more to it, of course. For instance, if you blew-up the door on the way out, your task will be much harder.
When it comes to life- and career-management, there’s really only one thing we can control — and that’s our own actions. Who knows what curve-ball is coming next, but how we respond is on us. What we do in those times of challenge reflects how we’re perceived, helps define who we are, and impacts our future prospects.
Take the case of NFL punter Steve Weatherford, formerly of the New York Giants.
European outdoor clothing brand Peak Performance is running some outstanding marketing right now.
The brand, founded in Sweden in 1986, is owned by the Danish IC Group. They sell clothing that caters to five broad target sectors: ski, outdoor, running, mountaineering, golf and bike.
I was not familiar with Peak Performance until I saw this advertisement (thanks Creativity):
It’s rare to see such marketing harmony between advertising, positioning, branding and promotion. That’s why the Magic Hour marketing concept is terrific.
Specifically, the marketing/advertising idea captures the pure brand essence. It delivers the brand idea in a stimulating way that makes core consumers, and maybe even potential consumers, want to get outside, be active and enjoy life.
Last week, the top executive overseeing the operations of the NBA’s Brooklyn Nets selected Twitter to directly engage the team’s fan base, which I’ll discuss.
I’ll also share 7 Tips to help leaders navigate in this new age of omni-platform communications.
But first, some background.
In early July, after just his first season as an NBA head coach, Jason Kidd left the Nets in a controversial, messy fashion. Despite his reported power-play motivations, the Nets, specifically General Manager Billy King, took the high road in public comments.
There was much speculation about how Kidd should be/would be treated in the run-up to his return to Brooklyn as head coach of the Milwaukee Bucks on November 19th, as well as continuing media coverage from both team’s perspectives.
The speculation was fueled by the first public comments on the matter from the team’s principal owner, Mikhail Prokhorov.
For non-NBA fans, note that Jason Kidd’s number is retired and hangs in the rafters of Brooklyn’s Barclays Center. Rightly so. Kidd was a terrific player for the New Jersey Nets, leading their transformation in the early 2000s that culminated in two consecutive appearances in the NBA finals.
Nevertheless, sports fans are typically dismissive of players and coaches who “don’t want to be here,” and it’s fair to say that Kidd wanted to be elsewhere. Prokhorov’s comments reflected that sentiment.
Irina Pavlova is President, ONEXIM Sports and Entertainment Holding USA, Inc., the business entity that oversees and operates the Brooklyn Nets on behalf of its principal owner.
Understanding the backdrop and context, take particular note of Pavlova’s personal account tweet a few hours prior to the game:
Well done! This is a superb example of leadership in action and effective, “taking the high road” communication. Importantly, Pavlova was able to change the conversation to where it should be – about the Brooklyn Nets and looking forward, not about the former coach. Her tweet was noted and reported by the media, including ESPN NY.com, thus propelling her message to a wider fan audience. Continue reading “Tweets from Brooklyn: NBA Team Exec Wins with Direct Customer Engagement”→