Draft Eligible
I must talk about the NFL Draft too much.
Yes, I went to Vegas last week to enjoy the Draft. Yes, I last attended it in 2019, as we staged SponsorshipX alongside the event in Nashville. But, no, I have never been to the NFL Draft at any other time than those two years.
Yet so many people commented to me that I go every year. Nope. Although I plan to go in 2023 to Kansas City, and not just because it is fun, but because I think the Draft provides an excellent lesson for marketers of all types - tourism, media, brand, property, athlete and celebrity. I want to share three thoughts that come to mind from my trip last week.
Dissecting the success of other properties is a recommended practice for any sports league, entertainment property, or even a charity event in building an off-season marketing moment like non-other. Do you have a tentpole activity that four months before the season begins creates headline news, electrifies a city, engages its fan base, and collaborates with every business partner? Could your brand benefit from conducting a pre-launch, much like the sales campaign for condo development with 'Fall 2022 Occupancy' messaging?
The recipe is right there for the leveraging even though it might take your property time to get there. Even the NFL didn't expect TV audiences to come when it started broadcasting nationally on ESPN in 1980. The current event format only came about in 2015 after the league turned it into a travelling property. But every property has the elements:
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- Future stars and celebrities
- Passionate fan bases
- Activation-starved partners
- Hospitality industry supporters
- News hungry media
Of course, the scale of the NFL may be quite different than yours but think of yourself as the local establishment borrowing secrets from a multinational. It is time for you to do the same.
Software developer @ ZeeksGeeks | Ex-live events & esports professional
2 年When you come out next year to KC let me know. We'll have to grab lunch again and catch up.
Product Leader | Digital Strategy & Engagement
2 年Your passion for sponsorship and sports marketing is contagious! And that's an incredible picture to capture it. ??
Professional Live Race/Event Announcer, Presenter, Sports Commentator, and Event Emcee
2 年Great stuff as always Mark - will pass along to my Endurance Sports Race/Event Business world as I always do. As you point out there are ALWAYS marketing takeaways from stuff like this that can be used really anywhere! #running #cycling #triathlon
Performance Media Specialist at Starcom
2 年Couldn't agree with you more and oh baby what a picture! Steelers put together one heck of a draft that's for sure.
Founder, David Thomson Strategy : Practice Lead - Consumer Packaged Goods, Sports and Entertainment @ The Phelps Group : Executive Recruitment, Strategic Advisor, Enterprise Consultant
2 年Great summary and perspective Mark, for all of us.