Marketing for March Madness
April 6th, 2013
March Madness, a college basketball tournament that epitomizes school spirit, unpredictability, showmanship, and basketball entertainment is upon us. It is said that this annual event is so popular that a job placement firm estimated that the games cost American businesses hundreds of millions of dollars in lost productive hours; another states that it actually boosts productivity by increasing the energy of employees. Some also say the tournament draws similar attention to major professional sporting events like the Super Bowl and the World Series. The fact is, March Madness is a month long national phenomenon that takes a nation by storm- a wonderful opportunity for marketers.
National events such as March Madness offer an opportunity for all types of businesses to connect with their audiences in fresh and innovative ways. The genius of the March Madness branding is that it capitalizes on our obsession with sports and adds a compelling community angle that makes everyone want to get involved. These players aren’t getting paid millions of dollars like professional athletes are which makes it more relatable to the average viewer. Also, March Madness has been known to bring a community together. Local businesses often get involved in the hype and some have posted their own predictions on their Facebook page to create a sense of relatedness among local fans. Events like this allow for businesses to create a relational orientation with customers and to maximize value simply by conforming to customer interests, whether they genuinely like the sport or not. Even using social media such as a quick tweet asking customers which team they are cheering for can have a positive affect on an business. Don’t avoid the madness, embrace it, be a part of it! It only happens once a year so don’t miss out!
