Update: Why LeBron James “Decision” is a Game Changer – Marketers Edition
The show that airs tonight, July 8th, 2010 at 9pm EST is simply called, “The Decision”. The title reflects what traditionally takes 12-15 seconds for most athletes to convey. Not only is this unprecedented, but I you might be surprised to learn where this idea reportedly started, and why it’s better to show up late to the social media party than not at all. I believe there are some potential game changer elements here, what do you think?
Update: Why LeBron James “Decision” is a Game Changer – Marketers Edition
Earlier this week a post discussed the Marketing Lessons from LeBron James Free Agency, tonight he is revealing his decision in a 1 hour prime-time show on ESPN. So much has been said about this already, here, I’m thinking about the marketing impact of his Game Changer approach.
It’s Unprecedented
Never has a professional athlete taken 1 hour of primetime as a result of a deciding what team they are signing with. LeBron’s spin? Share his decision and to raise money for the Boys and Girls Club of America with the program sponsorships.
Image: LeBron’s “The Decision” show as promoted on ESPN Home page.
Reportedly…It Started with the Media
A lot of people are upset that LeBron has gone this route in revealing his team of choice. He negotiated with ESPN reportedly hand-picking the interviewer Jim Gray. However, according to a Tweet from sports reporter Dan Patrick , “LeBron’s ‘Decision’ Show was Jim Gray’s (another reporter) idea. He pitched it to LeBron’s handlers on June 6. http://bit.ly/bxU5KY“
Is LeBron James simply being selfish and narcissistic or is there something more?
Late to the Web and Social Media
Early on one of the top active athletes in social media was Shaq. To date, Shaq has over 3000 tweets and nearly 3 million followers. He was a teammate of LeBron’s last year, and LeBron remained uninterested in social media until now. This week LeBron opened a Twitter account and put up a website.
Some social media gurus have suggested it is too late if you haven’t started marketing your business through social media channels. Oh contraire!
Questions About the Potential Impact
- Will he go on TV to crush Ohio, and leverage the 1 hour show to apologize?
- How does he go on national TV and leave a northeast Ohio without humiliating them in the process?
- What are the long-term impacts of this approach the LeBron brand? Compelling story if he stays, cold and harsh if he leaves.
- Impact of “the Decision” approach if he fails to win a title with the Cavs or a new team in the next year?
Some Takeaways I’m Pondering as a Marketer
- Excellence is rewarded. World class performers get special opportunities.
- The average marketer may not have access to national media, but it is important to build relationships with local media and with people of influence.
- It’s never too late to get started with social media or any other marketing channel, have a plan, and start working your plan. Get more ideas about this how here, here, and here.
Where will LeBron Go? No idea, but we will all know soon. Just as interesting, how will he handle 1 hour of air time for a 12-15 second statement that so many are waiting for? Is he an egomaniac, or is he simply interested in leveraging this platform to help children involved in Boys and Girls clubs throughout the country?
“The Decision” good or bad, will go down in historic on many levels. It is new territory for both ESPN (network airing the show), and the athlete. For now this Game Changer approach contains lessons for every marketer at any level.
Agree? Disagree? What’s missing? Share your thoughts below.
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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.
Travis,
Nice follow-up. Lots is missing. From him, and the NBA.
Last night on a Cleveland radio talk show, it was said that “The inmates are running the institution.” That was referring to the fact that there is probably some collusion here, with these free agents getting together to talk, and maybe even have a strategy session. That's what's unprecedented. The owners have not said one word.
The NBA is showing it's hand too easily; it's all about the money, and “these guys are the money,” may be their current mantra.
MLB and the NFL never allowed this to happen, right?
It's wrong, and I just don't care where he ends up. He's playing “us.”
I wonder how many more Dads and Moms WON'T be able to attend an NBA game next year, because of higher (again) ticket prices?
3 years ago, my wife and I took The Franchise Princess, and her best friend to a Cavs game for her Birthday. With parking, some non-fancy food, and the tickets, it was $300!
THIS Franchise King is done. Cooked. I'm so turned off by this, that I'm just done with it.
Goodnight.
Ok. One more rant; If Lebron has been bringing in $300 million a year or so of revenue to Cleveland area businesses etc., could someone please point out what Cleveland has to show for it?
Exactly. Nothing. Our city is in trouble, and Lebron staying or leaving won't matter.
On a positive note, the sun's out, today!
The Franchise King®
Well said, your viewpoint is an interesting one. The sense is that everyone is ready for this to be over. As one who grew up in CLE, I've often wondered if the CLE mindset isn't a self-fulfilling prophecy at times. Does CLE sports reflect the mind of the city as a whole? Does doom and gloom thinking breed more doom and gloom?
Travis,
I don;t think that it's just me. You left. You know how tough it's been here. LBJ won't be the savior.
Maybe a new Mayor, some real leadership….
Someone with the Kahunas to say goodbye to the old school way of doing things here.
I'm just sayin.
JL
For LeBron, I don't think social media matters for him. He sneezes and the media covers it. From the tone and style of his Twitter account, I assure you it's not him managing it. Now, if he did publish his own tweets, I would say that's a step in the right direction.
It is nice being a free-agent and being able to hold a lot of suspense over his choice for who he picks. I'm not much of a sports buff myself, but he seems to be the only player who's able to pull this off because he has talent.
Finally, I think it's nice of him to do the special with ESPN with ad revenue going to a non-profit. That's nice ESPN agreed to that, because normally, they wouldn't have to. I wonder how he will answer the questions from his fans on there without making it seem totally rehearsed.
Thanks for sharing your opinions on this – interesting perspective.
~joe
Joe-
I agree it is “nice” that he is doing charity work with ESPN. However, if he leaves his hometown, I don't see (yet) how it can turn out well in the short term for him. It will be regarded as hypocrisy and an excuse to cover dumping his hometown. However, if he stays all is forgiven.
Nothing promotes forgiving faster in sports than winning. If he wins a championship, he may be seen as a genius.
Franchise King- You make an interesting point, where has the mayor of Cleveland been on this? I heard from the mayor of New York, and President Obama (Bulls please), what about local leadership?
Ideas?
No comment.
Travis,
Nice follow-up. Lots is missing. From him, and the NBA.
Last night on a Cleveland radio talk show, it was said that “The inmates are running the institution.” That was referring to the fact that there is probably some collusion here, with these free agents getting together to talk, and maybe even have a strategy session. That's what's unprecedented. The owners have not said one word.
The NBA is showing it's hand too easily; it's all about the money, and “these guys are the money,” may be their current mantra.
MLB and the NFL never allowed this to happen, right?
It's wrong, and I just don't care where he ends up. He's playing “us.”
I wonder how many more Dads and Moms WON'T be able to attend an NBA game next year, because of higher (again) ticket prices?
3 years ago, my wife and I took The Franchise Princess, and her best friend to a Cavs game for her Birthday. With parking, some non-fancy food, and the tickets, it was $300!
THIS Franchise King is done. Cooked. I'm so turned off by this, that I'm just done with it.
Goodnight.
Ok. One more rant; If Lebron has been bringing in $300 million a year or so of revenue to Cleveland area businesses etc., could someone please point out what Cleveland has to show for it?
Exactly. Nothing. Our city is in trouble, and Lebron staying or leaving won't matter.
On a positive note, the sun's out, today!
The Franchise King®
Well said, your viewpoint is an interesting one. The sense is that everyone is ready for this to be over. As one who grew up in CLE, I've often wondered if the CLE mindset isn't a self-fulfilling prophecy at times. Does CLE sports reflect the mind of the city as a whole? Does doom and gloom thinking breed more doom and gloom?
Travis,
I don;t think that it's just me. You left. You know how tough it's been here. LBJ won't be the savior.
Maybe a new Mayor, some real leadership….
Someone with the Kahunas to say goodbye to the old school way of doing things here.
I'm just sayin.
JL
For LeBron, I don't think social media matters for him. He sneezes and the media covers it. From the tone and style of his Twitter account, I assure you it's not him managing it. Now, if he did publish his own tweets, I would say that's a step in the right direction.
It is nice being a free-agent and being able to hold a lot of suspense over his choice for who he picks. I'm not much of a sports buff myself, but he seems to be the only player who's able to pull this off because he has talent.
Finally, I think it's nice of him to do the special with ESPN with ad revenue going to a non-profit. That's nice ESPN agreed to that, because normally, they wouldn't have to. I wonder how he will answer the questions from his fans on there without making it seem totally rehearsed.
Thanks for sharing your opinions on this – interesting perspective.
~joe
Joe-
I agree it is “nice” that he is doing charity work with ESPN. However, if he leaves his hometown, I don't see (yet) how it can turn out well in the short term for him. It will be regarded as hypocrisy and an excuse to cover dumping his hometown. However, if he stays all is forgiven.
Nothing promotes forgiving faster in sports than winning. If he wins a championship, he may be seen as a genius.
Franchise King- You make an interesting point, where has the mayor of Cleveland been on this? I heard from the mayor of New York, and President Obama (Bulls please), what about local leadership?
Ideas?
No comment.