UCEA, the Celtics and Marketing in a Tight Economy

Well, I couldn't resist ... just got back from the Celtics game. I am attending the UCEA conference in Boston and couldn't resist tying in what turned out to be the best basketball game that I've ever been to with marketing continuing education. It may be a stretch and it may not be fully coherent, as the Magic Hat #9 may be talking. Here's the linkage ...

This is not about the co-promotion strategy of Dunkin Donuts and the Celtics, as you see it all over place, nor is it about cross-selling memorabilia with the experience ... although I almost bought a green foam finger. It is about marketing in tight economy. You've got to create value and the experience for consumers to spend on an experience. I must admit, when I bought the tickets to the game, I wasn't sure whether it would be a good experience for my guests, who were my past clients and prospects.

Can you say double overtime, come from behind victory by the Celtics? My guests had a great time ... we high fived, danced to Ferris Bueller music and tried to get on the Jumbotron. The end result was an emotional bonding with my guests through what turned out to be experiential marketing. Everytime they see the Celtics, they will remember the game. Hopefully, they will remember me when they need marketing assistance or consultation.

Without risk, there cannot be reward. My risk ... buying the tickets on my dime (not the company's as it might be perceived as excessive), inviting folks, guiding them to the game, committing to dialogue and friendship and then following up after.

Continuing education marketers need to look at whether they are centered on product or the end benefit to the adult learner seeking the degree. This isn't necessarily about your product and the degree that you offer, but what you can do for their lives. This means that you have to connect with them through advertising (not marketing), you need to welcome them and you need to show them the vision so they remember you when it comes to making a decision. In my travels, many colleges and universities don't have all these elements in alignment ... they address advertising, but fail to create experience. They create brand strategies that have a short-term effect. Customer relationship management and giving a proper greeting is lacking for many.

While the Celtics are a marketing machine, we can learn from them. The experience today was rare, but all the strategic planning better prepared them for a positive outcome. For continuing education marketers, it isn't about spending more on advertising, but fixing things internally with little additional cost so you can create a better experience. ... a double overtime come from behind win.