Invest in Your Success: Embracing a Marketing Mentality Where People Come First

July 13, 2012 

There are so many steps that go into implementing a successful marketing campaign.  You would agree with this assessment, right?  I mean think about it for a second.  If you want to attract a significant mass of people to consume your product, you need to have an understanding of the key target markets that you hope to attract with your efforts. Your success in this initial step will depend on identifying segments that make sense and then outlining the unique characteristics (e.g., background, interests, limitations) of these particular groups. Once you have done this, it is important that you embark on a series of innovative steps that will deliver your message in a manner that will maximize demand for your product.  However, each of these steps are wasted time (or inefficient at best) if you do not have the mindset necessary to succeed in marketing.  The individuals who take the time to fully embrace the mindset described in this entry will equip themselves with a foundation to differentiate their innovative skill sets in the future.

The Foundation of Successful Marketing Endeavors

When studying examples of legendary marketing, there is an underlying theme that always emerges when focusing on the reason why the campaigns realized massive success.  While innovation is always at the core of these initiatives, the cause is something that came far before the actual product was delivered and developed.  The reality is that all of these organizations had individuals leading them that valued people in some capacity.  At the very least, it was their highest priority to create a product that would make a difference in the live’s of their consumers.  When you think about it, it’s really not surprising that this is the case when you have a real passion to create products that will make people’s lives better in some capacity.  This mentality (when embraced throughout an organization with other key values) can lead to cutting edge products that are delivered in a manner that just makes sense to consumers.

Case Study in “Consumer Comes First” Mentality

In the field of Sport Marketing, there is arguably no individual person that has been more influential on innovative practices than Bill Veeck.  Through his unique nature and willingness to take “wild” risks, he developed many of the trends that we see present (e.g., promotional giveaways) in stadiums today throughout the United States.  In fact, many would argue that he was one of the pioneers that changed the sport entertainment industry because of his unique approach to promoting his teams.  So, what exactly is it that has set Veeck apart from marketers during his time (or even into the present time)?  While there are a variety of characteristics that set him apart (e.g., seriously innovative promotions), it was without a doubt his attitude towards consumers that truly differentiated him from his competitors.  In his autobiography “Veeck as in Wreck,” it is clearly articulated that he was not willing to miss an opportunity to connect with potential consumers.  To illustrate this point, it was said that he would meet with any group (or person for that matter) that was interested in learning about his organization.  When asked about this strategy, he explained that he believed that each person was a potential fan of his club, and that his goal was to convert each of them into loyal consumers.  It is clearly this mentality that allowed him to set attendance records and evolve the field of sport marketing with each professional team that he ran.

Tips for Embracing Consumer First Mindset

If this marketing mentality sounds like something that would work for you, then it is important that you constantly strive to find ways to go above and beyond your consumer’s expectations.  To get this process started, be sure that you consider each of the three tips included below.

  • Learn to value people: If you dislike people, then marketing is probably not the field for you. Even if you like people, there are always ways that you can improve your ability to connect with them.  As a marketer, make sure that you are constantly investing in development to improve your “people skills” so you can regularly improve the delivery of your product.
  • Develop product’s based on your people’s priorities: In marketing, the easy thing to do is to create ideas that are based on what you think is interesting.  While this can work if you have directed, impeccable taste, it is always better if you develop a product based on what you are certain that your consumers will enjoy.  A little research and feedback can go a long ways towards achieving a desirable ROI.
  • Make excellence your minimum standard: When reading about transcending leaders in the business field, it is inspiring to hear about their pursuit for excellence in product development.  If you want to be successful in marketing, make it one of your values to create uniquely differentiated content for your consumers.  When this is a priority for all members of your organization, sit back and watch how your marketing goes to a new level.

Conclusions: Now take it home…

Once you have started to embrace the marketing mindset, one of the most difficult challenges that you will face will be keeping momentum strong in your daily efforts.  The reality is that there will be days where you are not reaping the rewards from implementing this type of mindset.  However, remind yourself of the legendary individuals like Bill Veeck who came before you that made this a critical part of his professional lifestyle.  They have an extraordinary legacy because they were willing to do the little things on a daily basis that others were not willing to do.  Make sure you develop this type of mindset so you can make your dent in the universe.

“The tricky thing about success is that it often comes from the most unlikely of places.  Instead of some major event or incident, it is the result of embracing challenges with passion on a day-to-day basis”


About ELSMarketing

ELSM is a company that specializes in the development and implementation of innovative marketing plans for sport organizations, businesses, and programs. By focusing on the client’s goals and expectations, we strive to develop strategies that will build the brand of the entity in a way that will ensure future success. The bottom line is that we are committed to working with entities who are looking to take themselves to the next level from a marketing standpoint. While there are a variety of strategies that we implement to achieve this, it starts with the values we have in place for our company. Here at ELSM, “Innovation is the Expectation!”
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