Houston Texans owner Bob McNair’s recent comments didn’t do his cause any good when he said: “we can't have the inmates running the prison" during an NFL owners meeting.
As many a high profile businessman has learned recently, “Words Matter,” certainly when one is trying to calm a tumultuous situation. Sure the players have their point of view. That’s a given. The real issue is when and where to share their musings and to whom?
There’s a saying in marketing: “it’s not about you, but rather it’s all about your customers.” If only the NFL players (and even some owners) would have gotten the memo and react like salesmen — a great deal of “storm and stress” could be avoided.
Most owners have tacitly sided with their players (employees) thereby forgetting about one customer segment — their fans.
Players and owners appear to be suffering from a lack of what marketers call “marketing myopia.” This condition deficiency was made popular by the Harvard Economics professor Theodore Levitt. He stated that “businesses would do better in the end if they concentrate on meeting customers’ needs rather than on selling products.”
Many in the chattering class ignore the basic fact that football is a business with the goal ABS: “Always Be Selling.”
They miss this end of the discussion. For journalists, it’s a matter of “social justice,” and the rights of the players — damn the fans. And more importantly, “what do fans know about these exploited employees (players)?”
According to the “writing club,” these disgruntled fans have cushy 40 hour per week, plus overtime, jobs that allow them to worry about bills, as well as to have them continually confront the basic fact — they live paycheck to paycheck.
What could these affected individuals (fans) ever know about life’s suffering vicissitudes? These fans simply have it all and possess none of the stress that the downtrodden players must experience from being a professional football player.
Those covering this story miss the central marketing and branding issue: if one is an arts or sports entertainer, then one must satisfy your customer’s needs and forget about your own. From a branding perspective, this will cure “marketing myopia” deficiency and will inject a new enthusiasm for the game the Americans (fans) truly love.
It’s been said that “one can tell a great deal about someone not when things are going right, but when things are going wrong.” Everyone has problems, even those self-interested fans. But they are customers, and in marketing the customer is always right. Unless of course, you are an NFL player. Here the rules do not apply.
This hubris could lead to market share loss. Never has a decision been as clear as this — it’s not about you, it’s rather all about your customers. And if the players and owners forget this, then they will be doomed to the consequences.
And yes, it’s always easier when you have marketing in mind.
N.B. A short introductory hello by the Marketing & Branding Lens writer, Dr. John Tantillo, the Marketing Doctor.
Thanks for taking the time to consider my thoughts. My column is a new kind of blog. It will discuss the issues of the day utilizing my Marketing & Branding Lens. Over time, some will say that my thoughts are politically wrong, right/left, sensitive/insensitive. My goal is to generate a unique forum from my years as an applied research psychologist, marketing/branding consultant and teacher. And that marketing is key in analyzing the issues of the day using the Marketing Branding Lens. See if you agree, and if you don’t, I still want to hear from you. I look forward to responding to you, as well as getting you to appreciate, that’s it’s always easier when you have marketing in mind.
One last thing. To keep the mind nimble, every blog entry has a Marketing & Branding Lens Thought for your consideration. Enjoy.
Today’s Marketing & Branding Lens Thought:
“Have eyes that see the best in people,
a heart that forgives the worse, and
a mind that forgets the bad!”
Dr. John Tantillo is a marketing and branding expert, known as The Marketing Doctor. JT utilizes his doctoral skills in applied research psychology to analyze the issues and personalities of the day utilizing his marketing and branding lens. This provides his readers with additional insight needed to understand the “new normal” in politics, news, and culture. Dr. Tantillo is the OpEd writer for Political Vanguard. He is the author of "People Buy Brands, Not Companies,” and the Udemy course "Go Brand Yourself!" You can follow him on Twitter @marketingdoctor and at Facebook.com/dr.johntantillo. To read more of his reports — Click Here Now.
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