Sunday, April 14, 2013

Utilizing Self Identity in Marketing

By Jason Larrsohn


Monetary gifts have recently flooded into Florida State University for the express purpose of increasing the school's productivity and opportunities. People are noticing and supporting the exceptional students with exceptional donations to match.

Based on that definition of yourself, how do you exhibit those characteristics? Through the experiences you choose to have, through your education, through your familial relationships, through the products you buy?

First, they were pitted as the underdog for the tournament, ranked 15 out of 16 for the south. Although every fan loves a good underdog upset, they know they can't expect it, especially when the team is pitted against #2 Georgetown in the first round.

The world could see a disappointing drop in innovation and advancement if this trend continues. The NMSI strives to change that by providing resources to students at FSU.

They had 10 losses on the season, nearly all of which were to unranked teams that didn't make it to the finals. Few people had high hopes of their ability to make it past the first round. It would be a miracle if they did. Miracles are real then, because they got through that first round without breaking much of a sweat.

What then, does this mean for you as a marketer - especially in online marketing? Perhaps an example will be helpful.

Suppose that a recent and proud alumnus from the University of Miami who acquired a job through the university's recruiting database - will the previous student have bought some form of University of Miami clothing at the bookstore? You bet.

The College of Medicine partners with Florida Hospital to train their medical students. Instead of operating a teaching hospital, the students work directly with the men and women already well-established in their fields.

The press, attention, and sheer joy of victory quickly take your focus off the games to come and create an expectation of winning. Although they were still considered the underdog in the next game (#7 San Diego State), no one was looking at them as the underdog.

As a note of caution, it must first be agreed that all marketing strategies are useless unless there is a good product. Consumers will never embrace a worthless product even if it has the best marketing in the world.

Much to the chagrin of San Diego, they were able to get their head in the game and pull out a win. They were doing the unthinkable.

Flying Colors offers their support in the form of Florida State apparel. The more branding the students and fans of this school do, the better noticed they will be.

They won the games they were supposed to lose, and made an impression and expectation in the minds of college basketball fans everywhere. You can be sure everyone will have their eye out to see if they make it through next year too.

This is true of all schools. When they garnish attention, they also garnish the gifts and marketing of those that believe in what they are trying to accomplish.




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