On October 4th 2020, Lebron James seized his 4th title after having led the Los Angeles Lakers to victory against the feisty Miami Heat, championing the NBA’s 74th season. To James, the game was monumental: defeating the team with which he won his first two rings, restoring the lakers franchise to its former glory, and solidifying his claim as one of the game’s greatest players.
However, the night was about so much more than the triumph by James and his Lakers team. It was a testament to the efforts of the NBA amidst the turbulent and tempestuous year. It was only by the way in which the NBA rebounded in the weeks after the shutdown, caused by the COVID-19 pandemic, that allowed James to hoist the Larry O’Brien trophy in a picture-perfect moment.
The NBA’s decision to unsuspend the league through means of the “Bubble” came at a tremendous cost. Bubble expenses totaled about $180 million, and the league undershot its preseason revenue projections by close to $1.5 billion because of the pandemic. Despite this, the overall success of the NBA in the face of adversity is something many businesses can only dream of, not only salvaging what could have been a devastating year financially but also delivering a globally appreciated product.
The whole concept of a sports league being confined and operated within a bubble is “guerrilla” in itself, showing once again why the NBA is one of the world’s best-managed sports leagues. The move garnered attention worldwide, with other leagues like the WNBA, NHL, and MLB following suit. “I don’t think there’s a brand in America that is more consistent than the NBA,” says USC’s sports business professor David Carter. “To me, a brand is a promise, and you know what you’re going to get out of the NBA, just as you know what you’re going to get out of Tiffany and Harley-Davidson.”
Guerrilla Marketing in its essence, is one deliberate, highly disruptive, momentary strategy intended to promote your brand, but what happens when the novelty wears off? It’s important to capitalize and build upon your efforts by consistently exposing your audience to your business’ message, and marketing consistency is key.
Brand consistency leads to brand recognition
Every company should strive for brand recognition, and brand consistency is vital to achieving that. Being consistent in your messaging can set you apart from your competitors, which is especially valuable in highly competitive and saturated markets. Posting your content on a regular basis at similar times and utilizing the same platforms for specific purposes are some of many ways in which you can be consistent in your marketing. to It’s a win once you’re immediately recognized by your target audience, but don’t let up and keep at it.
It helps build trust and customer loyalty
Customers are 71% more likely to purchase from a brand or company that they trust (Source: Global Banking and Finance). Trust works so well because purchasing is more an emotional decision than a practical one, and you can invoke and trigger the right emotions by making customers feel like they know your brand. Achieve this by keeping your audiences engaged through newsletters and social media. Be as transparent as you possibly can in your business decisions and core messages.
It evokes positive emotions about your brand
Consistently communicating positive messages will also help evoke positive emotions from your target audience, and over time, your audience will begin to associate certain positive emotions with your brand. Just imagine the impact on your business when exposure to your brand always makes people feel happy. It’s obvious that happy people are more likely to make a purchase.
It’s every company’s goal to be memorable, and there are many means of achieving high brand recognition. Guerrilla Marketing is a way to garner attention fast, but make sure to give your new audience a reason to stick around.
“It’s just consistency. That’s all it is, consistency.” – Kobe Bryant
My name is Aston Tan and I am a sophomore at Boston University in the Questrom School of Business studying Strategy and Management Information Systems. I currently help produce content here at the Guerrilla Marketing Society. If you have any other questions about how guerrilla marketing can work for your business or want to be a student leader with GMS please reach out to myself (awltan@bu.edu) or any of the other talented GMS leaders.