Marketing Lessons from LeBron James Free Agency
Marketing lessons are all around us, but sports marketing is particularly intriguing. Whether a fan or not, if you have caught the news in the last few days, you no doubt heard some report about Lebron James. As I was thinking through observations of LeBron James’ free agency, I’m convinced there are some marketing lessons here for the rest of us; I’ve included some of my ideas below. What is missing? What do you think?
Marketing Lessons from LeBron James Free Agency
Be World Class
One of the most effective ways to market is to give others something to talk about. LeBron has taken his natural gift and worked at it to become one of the best basketball players in the world. He has a strong work ethic and one of the most rigorous workout programs of all his peers. This has put him in position to be one of the most sought after athletes on the planet
What do you or your company have that is uniquely yours? What programs do you have or could you have to maximize that uniqueness? What can you do to be world class and obtain “Lebron” notoriety in your market and with customers?
Make Teammates Better
The best compliment any professional can receive is how great they are to work with. One of the things LeBron is good at, is making others looks great (career high in assists last year – that’s where he passes the ball to a teammate who then scores). Marketing is a team sport. Whether a virtual assistant, customer service rep, or even your email marketing or hosting service, making teammates look good is good for morale, it also good for business.
Maximize Opportunities with Partners
Make no mistake, LeBron is a team player. In addition to being a great basketball teammate, he also knows what it is to partner with people outside his circle to make them look good. During this free agency period, he is also hosting his Nike Basketball Camp. Word is, he is not making a decision as to the team he will sign with until the camp is over later in the week. Nobody knows how intentionally strategic this move is, but certainly Nike will benefit from this additional exposure.
Don’t Show Your Hand – Keep Them Guessing
While reading information about free agency possibilities, one of the frustrations the media has had is the lack of information from LeBron’s camp. Yet, just yesterday he surprised many by showing up at his Nike Basketball Camp, he and a few other NBA players. He was expected to skip yesterday’s and come to today’s camp, but so far today he is reportedly a no show.
There is nothing like curiosity to keep the attention of your market. Can you think of some examples of companies that do this well?
Think Long-Term
LeBron wants to be in a situation where he has the greatest chance to win multiple championships. He wants to become a legacy, and not the legacy of the “best athlete to never win a championship”. Being a winner on the court today positions him for accomplishments off the court years after he has left the game. What are your long-term marketing objectives, what are you doing today to help get you there?
Control Your Message
Early last season he made it clear to the media that he wasn’t going to speak about his plans until the season was over. He kept that promise which has been tested many times in recent months. He will announce his decision on his terms. NOTE: LeBron did open a twitter account today follow Lebron here (at this time already has nearly 35K followers). FYI: Tiger Woods made most his announcements through his website in the last year.
Stay Home
Keep yourself in familiar surroundings; don’t stray too far from your roots. So far, all the teams had to come to Cleveland to sell LeBron on joining their franchise.
The net result: during this free agency period, everything to do with professional basketball is overshadowed by, “Who will LeBron sign with?” He has taken his craft and become world class with it, been a team guy all the way around, kept the media and competitors guessing, had a long-term view on things, while controlling his message from the comforts of home. When he does make his decision publicly, you can be sure other big decisions will follow in response, which contains yet another lesson…
What do you think of these observations and lessons? What’s missing? Chime in using the comment boxes below.
Photo Credit: Wikipedia
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Hi, my name is Travis Campbell, I operate this site. I'm here to share what I can from my lessons marketing online. With sizeable investments in continuing education, various software products and services, I have had some winners, and some losers. One way I can extend what I've learned is by writing about it, here... and helping you along the way.
Interesting angle here. You didn't mention that he has done a decent job so far in his career keeping his nose clean. This goes a long way with endorsements and public perception.
I've often thought LeBron could learn much from observing Kobe and most recently Tiger Woods moral failures. They have both lost millions in endorsements and more as a result. Time will tell how it shakes out for him.
Good job on this one, T.
However, after watching Lebron play in the last playoff games of the season, this King is quite wary of anything he decides to do.
I'm at the point in which I really don't care if he stays or not. I'm that angry at how things ended.
Personally, I think he made a deal before the season was over, and it messed his head up for the last 2 games.
I know. I know. paranoia will destroy ya.
I'm just sayin…
In my opinion your response is an example of the temporary PR casualty of his approach. Once he decides, everyone will be elated that the indecision is over. As for his last two games, I believe he had a personal event occur that rocked his world. He was emotionally deflated.
Even at 100% beating the Celtics would have been a chore. Just sayin'.
The biggest challenge is thinking long-term. The internet changes so quickly long-term thinking can be moot. I hope we can look back on this and get some insights on how LeBron thinks.
Great article Travis…I love how you think when it comes to marketing… Truly FANTASTIC…
It's true that the real superstar's and brands knows how to keep a bit of mystery around them… we are all drawn to someone who is AMAZING… but at the same time who keeps some things to the imagination or by omission, its really good for business. I personally make sure I keep my clients and customers guessing a bit, while still being transparent and connecting enough… but it is a dance. But if you want to build a true following, keeping everyone guessing is a great way to catch attention… ( though I know some stars that can take that to the extreme…but its one of those secret tactics that everyone can use in their own business….
You bring out a good point Ingrid. How does a marketer strike the balance between the legacy approach of “keeping them guessing” and the social media marketing approach of “remaining transparent.” Do you find any hard and fast rules or guidelines to go by?
Others?
And…If you are striving for “balance”, how does that effort impact authenticity?
Travis… writing this quickly since I have my Social Media Conversion Boot camp call #5 in a bit… but LOVE this subject… to me this is THE insider secret, the red rope thing that everyone can sense but often struggle with to copy…
Here are some Secret Tactics of Influence that no Successful person will admit tell you…
1. Don't ever “over share” instead use examples to make a point and then stop right before it gets”too” personal…
2. Have mystery around you, don't ever answer to anyone or behave like the norm… go against the stream here and there, be a bit of a rebel… and then go with the stream when you feel like it…( keep them guessing)
3. Share some very vulnerable weakness that makes people trust you ( in other words be imperfect)… but at the same time be very private about other things…
4. Always have a bit of distance between you and your fan/customer/ or client, never get too close… ( it will ruin your mystery and make them feel that you are now their friend)
5. Be controversial, dare to take more of a opposite stance, and say things that most people wouldn't dare too…
That was just a few Secret Tactics of Influence that the very successful use… but would never admit to… so please don't shoot the messenger…
Great topic Travis
G'Day Travis,
Really good stuff—–which means I agree with all of it! Permit me to expand a couple of points.
As a product LeBron is a basketball player. Sounds stupid doesn't it? He doesn't try , as Michael Jordan did, to present himself as something else. It's called focus. He has a clearly defined target market and he doesn't bother trying to market to anyone else. In case that comment sounds as stupid as my first, I think that a crystal clear focus and an equally clear target market are essential to any business.
Most importantly, prospects know exactly what their getting in their terms. So often we make the mistake of representing our products and services as we see them: not as a prospect or customer sees them.
Incidentally, this Aussie first got interested in basketball as a kid when Bob Cousy was king at the Celtics. In marketing terms, he was first in his category.
Make sure you have fun
Regards
Leon
The biggest challenge is thinking long-term. The internet changes so quickly long-term thinking can be moot. I hope we can look back on this and get some insights on how LeBron thinks.
Great article Travis…I love how you think when it comes to marketing… Truly FANTASTIC…
It's true that the real superstar's and brands knows how to keep a bit of mystery around them… we are all drawn to someone who is AMAZING… but at the same time who keeps some things to the imagination or by omission, its really good for business. I personally make sure I keep my clients and customers guessing a bit, while still being transparent and connecting enough… but it is a dance. But if you want to build a true following, keeping everyone guessing is a great way to catch attention… ( though I know some stars that can take that to the extreme…but its one of those secret tactics that everyone can use in their own business….
You bring out a good point Ingrid. How does a marketer strike the balance between the legacy approach of “keeping them guessing” and the social media marketing approach of “remaining transparent.” Do you find any hard and fast rules or guidelines to go by?
Others?
And…If you are striving for “balance”, how does that effort impact authenticity?
Travis… writing this quickly since I have my Social Media Conversion Boot camp call #5 in a bit… but LOVE this subject… to me this is THE insider secret, the red rope thing that everyone can sense but often struggle with to copy…
Here are some Secret Tactics of Influence that no Successful person will admit tell you…
1. Don't ever “over share” instead use examples to make a point and then stop right before it gets”too” personal…
2. Have mystery around you, don't ever answer to anyone or behave like the norm… go against the stream here and there, be a bit of a rebel… and then go with the stream when you feel like it…( keep them guessing)
3. Share some very vulnerable weakness that makes people trust you ( in other words be imperfect)… but at the same time be very private about other things…
4. Always have a bit of distance between you and your fan/customer/ or client, never get too close… ( it will ruin your mystery and make them feel that you are now their friend)
5. Be controversial, dare to take more of a opposite stance, and say things that most people wouldn't dare too…
That was just a few Secret Tactics of Influence that the very successful use… but would never admit to… so please don't shoot the messenger…
Great topic Travis
G'Day Travis,
Really good stuff—–which means I agree with all of it! Permit me to expand a couple of points.
As a product LeBron is a basketball player. Sounds stupid doesn't it? He doesn't try , as Michael Jordan did, to present himself as something else. It's called focus. He has a clearly defined target market and he doesn't bother trying to market to anyone else. In case that comment sounds as stupid as my first, I think that a crystal clear focus and an equally clear target market are essential to any business.
Most importantly, prospects know exactly what their getting in their terms. So often we make the mistake of representing our products and services as we see them: not as a prospect or customer sees them.
Incidentally, this Aussie first got interested in basketball as a kid when Bob Cousy was king at the Celtics. In marketing terms, he was first in his category.
Make sure you have fun
Regards
Leon