Somewhere between past glory, present success and hope for the future sit the Dallas Mavericks. While the Mavs presently find themselves in a two-game deficit in a best-of-seven series against the younger, feistier Thunder, one can’t overlook the success the Dallas team had this past season.
Can your company relate? Are you going through personnel changes, keeping up with the competition all the while looking to transition from a past filled with success to a future with high hopes of similar glory? Lucky for you, these Dallas Mavericks can teach you quite a few things on advertising and marketing.
Combine Proven Tactics With New Methods
So how have Dirk Nowitzki & Co. been able to keep pace with the younger, fresher legs in this lockout-shortened 2012 campaign? With a perfect blend of experience, proven tactics, energy and passion.
If your company’s bread and butter has been print ads, radio spots or direct mail pieces, don’t lose sight of their importance just because social media seems to be all the rage in advertising and marketing.
Find your Dirk or Jason Kidd. Find your pick and roll. Combine that proven commodity or strategy with newer methods. Promoting on Facebook or Twitter (your Roddy Beaubois, if you will) could give your advertising and marketing efforts the spark you’re looking for.
Expecting your customers and fans to maintain their rate of growth without any incentive can prove disastrous– research has shown that two out of every five Facebook users eventually “unlike” a company’s page.
If a person was so drawn to a company that he or she would publicly profess their affinity for said company, what could possibly draw them to publicly denounce the company? Nearly 50% of the individuals polled said the brand was no longer of interest to them, 46% said the information available was not interesting, 36% claimed the information was published too often and, to make things even more confusing, 14% cited not enough status updates as the reason for their new found disdain.
So how do you keep your fans interested? The same way the Mavericks keep the American Airlines Center packed every night – just as the Mavs stock their bench with effective and passionate players, you should keep your website and social media pages updated with compelling, engaging content. Looking for a few ideas on content? Check out our blog post from earlier this year.
Keep Your Edge & Stay Hungry
The Mavericks found the ultimate prize in 2011, an elusive NBA title, but did that slow them down in 2012? Did they rest on their laurels and take the following season off to recoup after a successful championship run? No, absolutely not.
After initial success has been found it’s easy to pump the brakes on your promotional efforts, however it’s often in these moments that you face the stiffest competition – be it ramped up advertising campaigns from competitors or increased interference in relationships with your audience. Just as Dirk eventually fired back after repeated shots from the Thunder’s Kendrick Perkins and Serge Ibaka on Monday night, you have to be prepared to fight for the attention of your customer base.
Defense, Defense, Defense
As popular as a flashy offense might be, the importance of an effective defense can’t be overlooked. As the 2011 Dallas Mavericks and 2012 Defensive Player of the Year and former Mav Tyson Chandler can attest defense wins championships (or advertising awards/hearts of consumers in your case). Applying defense to your online marketing efforts is as easy as monitoring your competition and defending your brand’s image and reputation whenever such an instance might arise.