NFL
October 11th, 2007 . by adminNFL Marketing Misfire?
As the latter end of the year approaches, the NFL season starts, and it’s a good time to look at the niche marketing potential of football, and an opportunity missed by the NFL…?
I remember when I first started in affiliate marketing, one of the first big successes I had came with NFL gear. I found that people searched in big numbers for specific team merchandise, and it was possible to market to just those people, and provide them what they wanted.
For example, I found a site selling replica helmets that had an affiliate programme. I joined it and set up links to specific products, maybe a Dallas Cowboy helmet. Then I used pay per click advertising, so the ad was only shown to people who typed ‘Dallas Cowboy helmet’ into Google.
This is classic niche marketing, I didn’t even have my own website, and the model can be followed today, just as it can in many other niches.
What I find a bit surprising though, is that in all the years I’ve been following football from over here in Britain, I don’t see that many changes in the jersey or helmet designs.
If you look at soccer in Britain, the teams have 3 different new shirts every season, which is nothing other than getting the fans to buy over. Of course they do, so as not to look out of date, the sales justify doing it and so it happens the next year and the next.
The basic traditions of the shirt stay the same, but there are noticeable differences.
Why don’t the NFL do this? With a soccer shirt costing around $100, it’s big money for the clubs.
In the NFL the difference is that the teams are a franchise of the NFL, and it’s the NFL that holds the rights.
That still doesn’t explain why the NFL doesn’t do it.
Then of course you have the helmets as well. I reckon it’s a glaring miss by the NFL, a drop in the end zone.
I’ll still be making money from niches like NFL merchandise, but every time I see the jerseys I’d love to see something new.
Gordon Bryan is an internet marketer from the UK, and NFL fan! To find out more about cashing in with niche marketing go to: http://www.gordonbryan.com/nicheriches.html
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