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October 10, 2010 at 08:00 PM
Once fall begins, my Sunday routine is breakfast, church and then football. The intriguing part for sales and marketing folks is how football has become so pervasive and successful. When I was 5-years-old, I knew everything about Joe Montana and very little about Ronald Reagan. My contention is that the NFL is a group of marketing geniuses.
Football was not always America’s passion. To change that, the NFL:
- Cultivated the product, making adjustments to make it more enjoyable and user friendly.
- Used simple ideas like maintaining a regular schedule to make the product easy to find.
- Made complex changes exciting and entertaining, such as the challenge rule, which could have impeded progress.
It’s hard to make a universal life policy exciting, but you can always improve and refine your product to make it more easily embraced. For example, does a certain client know his life policy has an LTC rider? You can build your relationship by making concepts more exciting.
The Tom Brady example
My wife has no idea how many Super Bowls Tom Brady has won. But she does know who he is romantically involved with and that he was in a minor car accident a while back. The NFL leveraged his early achievements to turn him into a likeable guy who overcame challenges to reach the pinnacle of success.
