Aspirational Marketing

February 23, 2009
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I’m always amazed at the loyalty of sports fans – the guys that will brave the cold with letters painted on their chests, the heated fights associated with rivalries even the tattoos people get of their favorite athlete or team. Not to mention those playing the sports in either real or fantasy leagues.

We spent a few days last month at The National Sports Forum, a gathering of marketing peers in the sports and entertainment industry. Their goal is to keep fans engaged, connect with each recipient while knowing deep down each fan has his/ her favorite… and maybe that connection is enough to translate to the aspiration to be like the athlete they follow – to be Like Mike.

This is a lesson for all eMarketers, your products/ services can inspire loyalty, can be a fan favorite – feature them as the hero products they are. Use what you have available to engage, entertain and solicit continuous feedback. Build your own fan base and cultivate it, this is a definite way to succeed.


I’m always amazed at the loyalty of sports fans – the guys that will brave the cold with letters painted on their chests, the heated fights associated with rivalries even the tattoos people get of their favorite athlete or team. Not to mention those playing the sports in either real or fantasy leagues.

We spent a few days last month at The National Sports Forum, a gathering of marketing peers in the sports and entertainment industry. Their goal is to keep fans engaged, connect with each recipient while knowing deep down each fan has his/ her favorite… and maybe that connection is enough to translate to the aspiration to be like the athlete they follow – to be Like Mike.

This is a lesson for all eMarketers, your products/ services can inspire loyalty, can be a fan favorite – feature them as the hero products they are. Use what you have available to engage, entertain and solicit continuous feedback. Build your own fan base and cultivate it, this is a definite way to succeed.
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