You know why I love this time of year? The MLB season has begun. MLS and NWSL are in full swing. The NHL and the NBA are heading toward the playoffs. WNBA is kicking into gear. NASCAR is ramping up. The Copa America is coming to the US this summer. Professional golf events are accelerating. Now’s a great time for sports fans—which makes it an even better time of year for us marketers.
Marketing budgets focus on media plans that are basically ways to pitch a message from a distance. Brands try to connect with customers via an ad on a phone, a TV, a computer, a radio, a sign, or in print. When it comes down to it, it’s all about reaching customers’ eyes and ears.
These tactics are critical, but sports can be an absolute gamechanger. Every game, match, or event is an opportunity to do something really special.
Sports, at their core, are all about passion. The people attending games and events are true fans. They love their team and they to experience it all in real life. Memories are made at sporting events. Even when a team loses, everyone has a great time. They remember the frigid cold or the hot sun beating down on them. They remember being with their friends and the feeling of being a part of it the fun. They remember the smell of smoky grills during a tailgate, buttery popcorn in the stadium, and the anticipation of the event.
Why not be a part of that? Why not be the brand that they get to sample in the parking lot? Why not be the brand that lets them play cornhole with their friends? Why not be the brand where you can take a selfie and get some really cool swag?
Be a part of the memories, and everything else you do in marketing will work even harder.
Passionate fans also tell their stories. They’ll share pictures of a cool activation. They’ll talk about the exciting brand they saw and experienced firsthand. They will remember you. It is not just sight and sound, it’s also touch, taste, smell—and strong, positive emotions.
I know, I know: events are hard to manage. Staffing, insurance, buildouts, tear-downs, permits… You may be able to pull one off but scaling them seems daunting. (Shameless plug: this is what we do at The Zest Lab, by the way.)
Remember this. Actions that are hard are different. Actions that are different are unique. Actions that are unique give you a clear lane to connect to your customers.
Being a part of sporting events on the ground, interacting with fans, sampling, telling your story in person, building memories—that is a strategic advantage.
As marketing becomes more and more distant, having a presence at big events will really help you stand out.
Out of all the sports-related puns and cliches I could polish this article off with, there’s only one that feels right: It’s game time, people. What are you waiting for?