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February 2, 2011

Marketing Lessons a la Brett Favre

No one can deny that the Green Bay Packers’ Number 4 will be a football legend and end up in the Hall of Fame. Unfortunately, much like Bill Clinton, his legacy has been tarnished and it’s hard for this Wisconsinite to think too kindly of him these days …

While I’m sureHeidi Strand | Market Research there were several lessons Favre passed along to Aaron Rogers, below are a few that I believe he taught marketers.

  1. Be clear in your messaging: Utilize terminology and statements that your customers understand and trust. Often we include industry terms or lingo that mean little to the end user. Also, by ensuring that your message is relevant, timely and consistent, your marketing initiatives will exhibit a higher rate of return. Brett taught us that if you frequently change your messaging, it’s awfully hard to believe what’s being said.
  2. Consider your audiences: Understand your customers’ likes and dislikes; appeal to their needs in promoting your product and brand. By being customer-centric, your positive word-of-mouth will spread and your bottom line will expand. If you’re Brett Favre, you should know that there are two teams no Packer fan would accept their personal legend playing for. It would only have been worse had he joined the Bears.
  3. Remember, what happens on the net stays on the net: As Brett recently learned, once you’ve published it, it’s out there thanks to Google. Whether you are texting, sending photographs, updating your Facebook status or even ‘liking’ something, the digital age tracks it, records it and makes it accessible to others. So, be very careful in your content development and ensure that it reflects your image, brand and reputation. You don’t control your message anymore, but you can shape your reputation.
  4. Admit when you are wrong: Your customers are much more likely to forgive you if you admit you were wrong and are prepared to fix the problem. Those organizations that attempt to skirt the issue, hide the facts or aren’t transparent in their actions are harder to trust and will ultimately lose market share, not to mention experience a whole lot of bad press. Most importantly, be sincere in your apology. People are able to identify when you don’t really mean it and they don’t appreciate being patronized.
  5. Know when to walk away: There are times when you really should walk away from a product, the football field, a campaign message or marketing initiative. Even if we believe it to be a great idea, if the research comes back and says it isn’t, we should listen to it and our customers.