I’ve been told that I am an ambush marketer, and that makes me feel like a jerk. I don’t really buy that argument; no doubt I am an adept marketer, and I do have a knack for getting people to buy what I recommend. The key is that I don’t try to sell you anything; I just sell what we know.
I know it sounds counterintuitive, but there are actually three phases of the purchase process. The first is the “listening phase.” The second is the “asking phase”. If youve ever seen an ambush marketing video for a product, you know that the asking phase is when you first hear about the product and the listening phase is when you hear about the product and ask for more information so you can make an informed decision.
This is how many companies like to sell you their product. They start with the asking phase, and when you hear about the product you know what to expect. Then they start the listening phase, and you start to get a little more information. Usually, that becomes the next step in the sales process.
When I first started working in marketing, I had a client who was selling a new type of toothbrush that I thought was extremely cool. However, I never heard a word about it until the customer called to thank me for my service and asked if the toothbrush was worth the money. I told her that the toothbrush was awesome, but I didn’t have enough information to know how much it would cost her to get the toothbrush.
This is the kind of situation I’ve seen many other people in the past and I have two words for them: ambush marketing. I am talking about the approach you have to get the word out about what you are selling in a short amount of time. The basic idea is that the person you are selling to knows that you are a highly successful sports agent and has the means to get you booked for a game.
I could understand if the pitch was something like “If you are interested in working with me, I will give you a list of teams with current or potential players and you can decide which one you want to work with” or “If you are interested in working with me, I will give you a list of teams with potential players and you can decide which one you want to work with.
An interesting example of ambush marketing is the way that the NBA has been successful marketing itself to young fans. As an agent, you can’t buy into the whole NBA package: It’s a huge marketing machine. You can buy into the individual players that your players play for, but they don’t really mean a lot to a lot of fans. If you just bought into the whole NBA package and tried to sell me some of the most successful teams in the league, I would have a problem.
This is exactly what happened with the NFL. Fans just didnt understand the whole package. Instead, they wanted to buy into the individual players and the whole league. They wanted to get in on the action and have some fun, and they wanted a team that would get them excited on game day. The NFL just kept letting people down by not giving them the right thing. They made a bunch of money, but people didnt really buy into the whole package.
I would argue that some fans were just not interested in the idea of a new team and a new league in the same place. Because the NFL is a league of teams, but the NFL is also a league of players. The players themselves are not fans, but the league is. So by selling out, players are not just getting the fans, but they are also getting the players.
And for the players, the NFL is giving them a great opportunity to earn much more than just a paycheck. Instead of just staying in the shadows, they can now promote themselves and sell their names. And in turn, the fans are now getting to support players and their teams by buying jerseys and jerseys for the players.