Integrated Marketing Among NFL Teams: Part 2

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Integrated Marketing Among NFL Teams: Part 2

So last week, I touched on the success of the Philadelphia Eagles organization from a marketing standpoint. I think they are one of the premier teams in the NFL when it comes to their marketing efforts across most, if not all, platforms. Last night, they came away with an NFC championship and a Super Bowl berth. I could not be more ecstatic about that, as an Eagles fan!

This week, I’d like to continue my analysis with another NFL organization. A powerhouse: The New England Patriots. Much like Alabama is in the world of college football, the Patriots are essentially considered the “Deathstar.” With more than double the amount of followers than the Eagles, it’s clearly not an irrational comparison. However, the Patriots have done their fair share to reach fans all over the map. As much as it pains me to say it, they do a great job integrating content and social media to promote their team, ticket sales, merchandise, etc. It’s worth noting that as long as your team is doing well, your fans will always be happy. But, when your team is doing well sometimes you find it hard to differentiate your content and keep fans entertained. One thing the Patriots have done to embrace this idea has been to start a video series on the teams Facebook page. Although the series has a very generic name, Patriots All Access, it keeps the page’s 7 million followers up to date with the team and injuries and any other strategic improvements that fans would like to know. Additionally, this allows fans to get the feeling that they are part of the team and that their players are playing not only for their team but for their city and their fans; it really gives fans the experience and emotions of being on the team (of course without the physicality of playing in the NFL). All while, having entertaining hosts and even uncut player interviews.

This is a great way to garner the attention of a fan base that is used to winning. Another way they keep up with the social media trends and stay relevant is by using Gifs. Like many twitter users, I find it extremely entertaining when a person can cleverly reply with a fitting or witty gif. Through the use of humor, the Patriots can better connect to their 4.11 million followers on twitter. Then, it becomes a great channel for the promotion of their merchandise, their team, etc. Along with that, twitter provides another vessel for the organization to actually interact with their fans and even other organizations around the NFL. It lets them put in motion their public relations efforts with the new addition of “Twitter Live.” Much like the Facebook live feature, fans and reporters can follow along with the action on any given day they go live. With the integration of social media humor and a form of customer relationship management system, twitter can become a useful resource as seen here with the New England Patriots.

Much like the Eagles organization, with such a large fan base it is almost imperative that you do a bit of CSR in your own right if you’re the Patriots. And since we expect nothing less, their very own Rob Gronkowski stepped up to the plate. It’s actually a wonderful story about Gronk basically giving a boy inspiration and supporting him as he deals with epilepsy syndrome. Like them or not, this works in favor of the Patriots’ image. To that, many respects to Gronk. With stories like this being published across most of their platforms, it easily gives their fans another reason to LOVE the Pats. And on a completely different spectrum of CSR, Gronk is telling us not to eat Tide Pods! I mean, this man does it all from catching TDs to helping sick children (which is great by the way, I want to emphasize that) and advocating for the stupid, the Patriots have really found a gem in Gronk for their CSR efforts.

As an NFL organization in the modern world, the Patriots have done a good job of keeping their fans in the mix. I think it is safe to say that they have not lost many fans, especially this season. With another title on the line and a chance at back to back super bowl victories, we can expect nothing but the best from this team. This year’s super bowl will certainly be one you do not want to miss!

P.S. GO BIRDS!


3 Comments

Amelia Warrington

Amelia Warrington

January 23, 2018at 10:06 am

Found this blog really interesting! I consider myself to be a pretty big football fan, more so college than NFL, but I enjoy watching games on Sunday afternoons with my dad. I definitely agree, I think that videos and GIFs via social media are attention-grabbing, sometimes humorous ways to attract and retain followers and fans. The Patriots’ social media game mirrors their game on the field- full of life and full force. I enjoyed this read!

Cody Bonsma

Cody Bonsma

January 23, 2018at 10:13 am

Social media is such a new and interesting new way for fans to be in touch with their favorite team. Besides watching the games, they’re able to connect with the team through technology and really become more connected to their “idols”. Mix this with Super Bowls galore and you create a monster.. Good read! Go Birds!!!

Ashlyn Hutchinson

Ashlyn Hutchinson

January 23, 2018at 11:21 am

This is a very interesting thing that the Patriots are doing this year. It is very important to keep the fans in touch with the team and make sure that they feel like they know what is going on. You did a great job showing all the ways the Patriots have entered the market through advertising and public service announcements.

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