3 Marketing Lessons from the NCAA Tournament

Like many others, this is my favorite time of the year. Gambling, basketball, upsets, TV and sports take over our lives during the NCAA tournament. Whether it is a Cinderella story like George Mason or the thrilling endings like Duke and Butler, there is very little to dislike. Sounds to me marketers should want their consumers to think the same way.

Its unpredictability, excitement, passion and joy are all reasons why marketers should treat their companies like the NCAA tournament. Doing so would bring out those influential advocates we all desire and need to succeed.

Below are my three lesson marketers should take from the NCAA tournament:

1. Expect the Unexpected

Perhaps the greatest asset the NCAA tournament has going for them is that the unexpected is expected. Up until a few years ago, the four No. 1 seeds never made it to the Final Four in the same year. Teams like George Mason, Iowa State and Butler were never even considered to get by their first opponent, but ended up making it as far as the finals. This year is no exception as Florida Gulf Coast took out No. 2 seed Georgetown in the first round. This is what makes the NCAA tournament so exciting and brands need to take notice. Disrupt the schema. Give your fans something new here and there (the unexpected), but make sure they expect it. This will keep them on their toes and when it does happen, that means you have confirmed their expectations for your brand and will continue to follow you. Instead of sending an email, send a postcard. Instead of a thank you card, send a salsa band to their house. Make them expect the unexpected.

2. Demonstrate Your Passion

We all love seeing the players dive in the stands, the coaches going off on their players or the fans cover their faces after that miracle 3-pointer. These athletes, coaches and fans would die for their teams. They love their sport, their brand, their players or their teams. The passion is not hidden behind cameras or locker rooms. It is all right there on their shirts. Brands can do the same. If you truly believe in your company’s values and ideas, let everyone know it. My roommate is a perfect example. David works for Verizon and whenever he has the chance to talk cellphone providers, he takes it because he truly believes Verizon is the best out there. Even if he had the chance to move to AT&T for more money, he wouldn’t consider it because he feels it is an inferior product. If you believe this much in your brand, show it off. If you aren’t passionate about your brand, how do you expect others to be?

3. Don’t Sell Too Much

Consumers are getting smarter by the day. The second they sniff out a sales pitch coming on, they turn you off. That is one of the many reasons content marketing has come on these past two years. The NCAA (keep in mind, they make billions on this tournament) doesn’t feel the need to sell their fans on tickets, schools or promotion (well, not too much) because they know people don’t want to hear it. All brands need to sell at one point or another, but when your fans come to expect it, they turn you off. The NCAA knows tournament time is not the time to sell because it would ruin what is already one of the best experiences they produce. Brands need to follow suit. There is always a place and a time to bring out the sales team. Chances are, they need to take a seat on the bench more often than you think.