Reman U
- Author: KJ Eichstaedt
- Subject Matter: Marketing boundaries
- Issue: Earned media
Business Training
Lavar Ball did what? If you know, you’ll know the direction I’m going. If you don’t, you’ll know more about him now and what he has to do with what we all can learn about riding the wave of free media than you ever believed could be relevant to you in your role.
Lavar Ball is the father of three sons in Chino Hills, Calif. Each of his three sons is extremely good at basketball, and Lavar is extremely passionate about supporting them. While some might say he’s a little too passionate, there are a few things you should know:
He claimed that his son Lonzo Ball, a highly coveted NBA prospect, would only play for the Lakers. The media didn’t like that.
He said he could beat Michael Jordan in a game of one on one. The media didn’t like that either.
He openly sought a $1 billion co-branding deal for his three sons and the BBB Big Baller Brand. Refusing to back off the billion-dollar valuation, Nike, Adidas, and Under Armour each moved on from negotiations without completing a deal with Lonzo. The media really didn’t like that, and did their best to call him all sorts of names, some of which rhymed with “Fad Bother.”
And then there are the shoes.
The first signature model of shoes he made for his son, Lonzo, retail at $495.
Insert predictable statement about the media here.
If there’s a trend here, it’s that the mainstream media isn’t very fond of Lavar Ball. They didn’t like a newcomer coming in, flipping the script, and dictating the way the game is played. They wrote articles, they filmed segments, they hosted interviews, all talking about how crazy he was. Lavar, the proud man that he is, never backed down. Instead, he embraced being called crazy, saying, “Tell us something we don’t know.” He never went back on his claims, and firmly believes his son will be a big enough star to warrant a $1 billion-dollar shoe deal.
The result?
The family BBB Big Baller Brand is bigger than ever, Lonzo was drafted number two overall by his hometown Lakers, and everyone in the sports world knows about Lavar Ball and the BBB Brand. Fully on board with the business strategy, Lonzo said at the shoes’ unveiling: “At the end of the day, it’s up to us, the athletes. We push the culture forward, don’t let the culture push us.” Since the release, celebrities have purchased the shoes and shared photographs online, and Lavar Ball has inked an autograph deal where he is paid every time he inscribes his signature on merchandise.
This is a fantastic example of the power of “earned media.” What exactly is “earned media”? It’s synonymous with “free media.” Earned media is made up of shares, comments, reviews, mentions, recommendations, or content picked up by third party sites and networks. Online word-of-mouth. Earned media is when people spread the word of your brand – for free.
As crazy as this example is and some of Lavar’s statements might be, he’s stuck to his vision, and now prominent outlets such as Forbes have referred to him as a “marketing genius” and “visionary.”
How can your company incorporate and take advantage of earned media?
Community events and trade shows: Getting out and interacting with the community is a great way for people to learn more about your company, employees, and overall brand. Give them a good experience worth telling someone else about – or posting on social media.
Fun and practical giveaways: Free promotional items with your logo on them are fine, but a unique item people can get practical use out of is better. Ditch the old faithful pens and key chains for items like hats, sunglasses, and bottle openers. Want higher quality earned media? Invest in a few higher ticket items (Bluetooth speakers, phone chargers, insulated coolers) and raffle them off.
Creative social media: Stand out in your market. Maybe this means adopting a unique brand voice, incorporating emojis, or even humor. Share from a different perspective so your current and new customers hear another side of your brand. People talk about what connects with them.
Think outside the box: Do an assessment of your competition. Take hints from companies outside of your industry. Then, ask yourself, “How can we do better? How can we stand out?” In the age of social media, the truly creative approaches are the ones that gain viral levels of free publicity. And with smartphones all around, just be sure to keep your brand’s best interest in mind.
What’s the takeaway from all this? Don’t be afraid to go against the grain. Don’t be afraid to stand out. If your industry is doing things the same way for a long time, why can’t your company be the one to try something new? As Lavar Ball demonstrated, online word-of-mouth can go a long way in boosting your bottom line.
