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In Others’ Words

August 22, 2014

I’ve read and heard multiple times – so I’ve come to believe it’s at least partly true – that one of the techniques that marketing departments or agencies use when developing campaigns to promote a product or service is to look at it from the consumer’s, customer’s or client’s perspective.

The point is often brought home that if management would use this technique as much as marketers, then management would be more effective and would label itself, rather than marketers, as the “creative team.” It chafes me to hear a CEO say he or she wants to know what “creative” has to say about a sponsorship initiative before the CEO will offer an opinion.

Thinking about what our customers want doesn’t require that leaders suspend their personal beliefs or reverse experience-based opinions. It merely asks that we look at things from a different and sometimes even opposite point of view. And to be truly revealing, it asks that we try to put into words where other people stand on a particular topic.

It asks us to actually try to describe what our customers see from where they stand and what they say they want. For example, in our work, it would ask administrators to think about and actually describe what coaches want, and vice versa. And it asks both coaches and administrators to think about and put into their own words what student-athletes want, and what their parents want.

This has been an ongoing part of my life, provoked I suppose by my marriage of 42 years to a woman whose political views often point 180 degrees from my own. And this approach has been especially enlightening on school sports’ most troublesome topics, some of which we are tackling at this time, like ...

  • Out-of-season coaching rules
  • Junior high/middle school programming
  • Health and safety mandates

The Boomerang Effect

March 6, 2013

The image of football on all levels, and the future of football at the youth level, are both worse off today as a result of the NFL’s recent years’ public relations and political campaigns.

The constant barrage of negative publicity about youth football as the NFL advanced its agenda to pass concussion legislation in all 50 states has, to levels not seen before, kicked off the concerns of moms and dads and the media nationwide.  In state after state, kids with concussions have been paraded before state legislators, in the company of NFL staff.  The NFL has administered a self-inflicted wound, shot itself in the foot, and made FOOTBALL the face of America’s youth sports concussion problem.  How the NFL brain trust ever thought this would promote the game of football in America is a wonder.

School-based football today has no greater obstacle to promoting a safe game than the NFL.  No brand of football captures the game’s brutal aspects for video more than the NFL.  No brand of football celebrates it more.  No brand of football CAPITALIZES on it more – so much so that the NFL can donate several million dollars to youth football to buff its “caring” conscience, when in fact it’s a miniscule portion of its multi-billion-dollar business.

Moreover, one of the NFL’s favorite groups for its self-promoted “philanthropy” is USA Football which promotes itself as the national governing body for amateur football in America.  One of USA Football’s initiatives is an international championship for high school players, which of course means more hitting out of season for these players.  The very activity the experts are telling us to reduce – out-of-season contact – is being promoted by this NFL underwritten organization!  And WE get criticized as being against the promotion of football in America when we don’t go along with this backward thinking?