I’m becoming a soccer fan. World Cup mania is swirling all around me, and I’m getting caught up in it, big-time. I’m joining my family and friends (and almost a billion viewers around the globe) to watch the most popular team sport in the world. No other event but the World Cup has the power to change our entire planet’s sleeping schedule. Friends with a world-class talent for sleeping-in are setting their alarms for “oh-dark-thirty” to watch their favorite team live. As for me, I have yet to paint my face and blow a vuvuzela horn (although I’m sure I’d do it proud, being a former trumpet player). Enjoy the game – and may the best team win! GOOAALLL!
My son Danny is an avid soccer fan. As we watch the World Cup together, he’s been teaching me a lot about the sport. I now know about corner kicks, penalty kicks, off-sides, and the “art of the flop”. But as I reflect on the game, I think there are other lessons and marketing insights that we can learn from the World Cup. Here’s my Top Ten.
Lesson One: Be persistent
Once every four years may work for the World Cup. But it’s not a good formula for a successful marketing effort. No single campaign, or sales brochure or catalog – no matter how glamorous – is enough to grow your business. The World Cup has a qualification process that takes place over three years, finally culminating in the “big event”. Likewise, your marketing efforts should be systematic, persistent, and consistent. Spread your message over time and across multiple media channels, and achieve world-class results for your brand.
Lesson Two: Passion trumps technology every time.
Soccer is a simple game. No fancy technology needed - a pair of cleats and a soccer ball, and you’re good to go. Heck, I’ve seen barefoot children in Rwanda playing the game with balls made of banana leaves and bits of string. The game is simple, but it inspires the passion of hundreds of millions of fans around the globe. There’s an abundance of media and technology choices available to marketers today. It’s easy to lose focus with all the hype. Traditional, proven methods (remember print?) still deliver results. Keep your message simple. Believe it. Deliver it with passion, and you’ll inspire a following of your own.
Lesson Three: Stay on offense to keep winning
How many times have you seen this happen? A team gets ahead, then goes into defensive mode to “protect its lead”. Inevitably, the advantage is lost to a hungrier competitor. “Trying not to lose” is nowhere near as motivating – or as effective - as striving to win. Today’s economy is certainly challenging. It’s tempting to hunker down, to ride it out until the market magically improves. But to win, and to keep on winning, you need to charge full speed ahead with your marketing efforts. A soccer team has to move the ball forward in order to score, and so do you. Keep your message in front of your audience, and win!
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Creative Suite 5 has been called Adobe's most substantial release in years. CS5 incorporates some powerful new tools for PhotoShop, InDesign, and Illustrator. We're pleased to welcome back Andrew Strauss as our presenter for this timely topic. Andrew is one of our most popular WAG U presenters, a real crowd favorite for his technical expertise and insider knowledge of Adobe products. Registration will begin in September. Hope you can join us for this informative session!
If your job includes responsibility to protect your company’s brand identity, there are new tools available today that can help. Online digital storefronts can be ideal solutions for collateral management. These real-time web based solutions allow your end users (field offices, outside reps, dealer networks, etc.) to order literature from anywhere, anytime 24/7. Protect your brand by offering either finished marketing materials or print-on-demand templates (including personalized, variable-data documents). CLICK HERE to read more.
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