Monday Marketing Minute: What We Learn About Branding From Baseball’s Matt Harvey

Posted by DC Marketing Pro on July 22, 2013 at 9:29 AM

describe the imageDC Marketing Pro’s Monday Marketing Minute, is a weekly feature that provides interesting and insightful marketing information, written to be read in a “minute.”  We start off each week publishing a nugget about a marketing trend, an interesting marketing quote or relevant marketing article. 

Here is your July 22nd Monday Marketing Minute:

Who better to interview fans about Matt Harvey, then Matt Harvey himself?  Matt Harvey is the New York Met’s All-Star pitcher; in fact, he was named the starting pitcher for the All-Star game…which in essence labels him as the best pitcher in the National league.  To relate his star status to Washington DC, he would be the Bryce Harper of New York.  He was called up from the minors last year, and is already an all-star. It’s the same scenario as with Bryce Harper.

He’s a great baseball player, who also has personality.  Given his success, good looks, and scandalous appearance in ESPN Magazine’s ‘Body Issue,’ you would think any Met’s fan on the streets of New York City would recognize him. For Matt Harvey, that’s not the case.

In a comedy sketch on Late Night with Jimmy Fallon, Matt Harvey was sent out on the streets of New York to interview baseball fans about the all-star game and Matt Harvey.  You can find a link to the video below…it is worth a watch for the comedy value.  However, in the case of the Monday Marketing Minute, it got us thinking about BRANDING as part of your marketing strategy.

Branding is a word that is thrown around by many marketing professionals, but the recipe for success isn’t clear.  So what can we learn about branding from Matt Harvey?

Well, we know this about branding:

  • Branding doesn’t happen overnight.
     
  • A “brand” is established by more than just exposure.  The exposure you receive has to be the right exposure, with the right people!
     
  • The message is vital.  Your company’s marketing positioning statement is one of the most important parts of your marketing plan.

    • Your positioning needs to be both effective and consistent.
       
    • For it to be effective, it needs to highlight your company’s benefits to the consumer.
       
    • For it to be consistent, you need to stick with it.  Your positioning statement can’t be changed every time you have the urge.  And your target audience needs to be exposed to it on a continual basis.  So your marketing mix and advertising strategy needs to be planned out in advance and committed to.  Rome wasn’t built in a day, and neither was ANY major brand!

There is much more to branding and positioning and we have written articles on these topics.  We encourage you to read the following articles for more marketing insight:

To help you build your brand, you must first have a successful marketing strategy that focuses your advertising message on the benefits for YOUR customers.  We have a free eBook, The Marketing Strategy Model that can help.  This is a step by step guide for any business to help develop the most effective marketing strategy. In addition, if you have any questions or would like further assistance in creating or improving your marketing plan, contact us.

Check out the Jimmy Fallon video:  Matt Harvey Interviewing fans about Matt Harvey





Tags: Marketing Strategy

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