Before we even get started, I will admit that I am a lifelong Dallas Cowboys fan. Making it worse for all of you Cowboys-haters out there is that I’m a lifelong Dallas Cowboys fan who grew up, and currently lives, in the suburbs of Philadelphia, PA — Eagles country. For anyone who’s reading this that has no idea what I’m talking about, the Dallas Cowboys are a NFL football team. In fact, the Cowboys play their first preseason game of the 2011-12 NFL season tonight, which is perhaps what sparked the idea for this article.
The Dallas Cowboys are also known as “America’s Team”. They came to be known as America’s Team during their early history. Tex Schramm was the original president and general manager of the Dallas Cowboys. What he really was though was a supreme marketer. You see, Tex changed how NFL teams market themselves. Among many other marketing-related strategies, Tex is the genius behind the Dallas Cowboys cheerleaders. Jerry Jones, the current Owner, President, and General Manager of the Dallas Cowboys continued Tex’s Marketing legacy and has since transformed the Dallas Cowboys into the second most valuable sports franchise in the world… Jerry just got done building a ridiculous stadium, he has sponsorship deals with Ford, Pepsi, Nike and many other national brands. Jerry brings in concerts, allows HBO to film TV shows with his team, and simply markets the hell out of the Cowboys. So, what does this teach you about Marketing and business? Well, nothing yet.
If you have followed the NFL in recent years (about the last 15) then you know that every year the Dallas Cowboys are usually over-hyped. They are all bark and no bite when it comes to actually playing football. You see, Jerry Jones is in the football business. His product is the Dallas Cowboys. He uses his marketing skills to sell his product and he does a great job at it. However, this scheme can only run for so long, as once people start to see through the pretty packaging and realize that the product is defective all of that hard work that was put in to build the second most valuable sports franchise in the world comes crumbling down.
What I’m trying to convey here is it doesn’t matter how amazing your marketing strategies are, if your product or service doesn’t meet or exceed the expectations of your customers, you won’t be in business for very long. Here at Catalyst Marketers it’s pretty obvious that we strongly believe that the right marketing approach can take your business to the next level. With that said, even with our marketing strategies behind your business, if your products and services aren’t worth their price tag, you’re not going to survive for very long. Like the Cowboys, you might become the leader of the pack for a while, but eventually customers are going to see through all of the fluff and perhaps start following another team.
So as the 2011-12 NFL season approaches, take something from America’s Team, make sure your products and services are good enough to win the game before you start marketing them to your customers.