The NCAA men’s basketball tournament, which caps a 4-week period known as March Madness, is a marketer’s dream. Why? The tournament stokes the interest and passion of millions of Americans. People fill out brackets, either for fun or in pools that reward the winner with prize money, cheer for their favorite teams, and adopt darling teams temporarily. March Madness is a prime vehicle for marketers to reach consumers who are full of positive emotions and energy whether it be through NCAA sponsorship, television advertising, or sponsorship of bracket contests online.
March Madness is a great way to reach audiences, but not all companies have that luxury. It does not matter. The point is you need to learn what creates “madness” among your target market or your community. In some cases it is sports, but it does not have to be on a grand scale like the NCAA men’s basketball tournament. Maybe it is the local high school sports teams, a half-marathon/marathon race, or a rodeo. Perhaps passions are stirred by things that have nothing to do with sports. It can be an art museum, a community playhouse, a well respected charitable organization, a community school, or other entities that hold social or cultural significance.
People long for meaningful experiences in their lives. Your ability to make your brand a part of your customers’ meaningful experiences can enable you to find your Marketing Madness.
