Why Marketing Means Lifelong Learning

Bill Peck, SeattleU MBB, Winter 2010

Bill Peck at the Scorer’s Table as the Game Director for SeattleU Basketball, Winter 2010

To be a good marketer you must have a love of and passion for learning. Anyone involved in revenue generation must have some interest in learning, adapting and change. Society changes, trends change, people change. If you’re not actively involved in staying up on the latest trends, newest music or what people are interested in, you are quickly falling behind. In this digital age, things come up quickly and sometimes pass even more quickly than they arrived. If you’re not aware of these major shifts and how they fit into the bigger picture, then there is very little chance you’ll be able to capitalize on what is happening in the market place in terms of where your customers are located and what drives them to consume your product.

Marketing happens at the intersection of quantitative and qualitative research, or at least it should. It mixes the hard data of trends, time lines, and numbers with the creative and design processes involved in how we present our products to the marketplace.   Data collection and data mining go right along with the aesthetic presentation elements of whether or not your consumers are clicking and paying.
In looking at the sports and entertainment landscape, and specifically in college athletics, we work year-round to make sure our products, tickets and promotions are ready to go year round. We’ve got teams in season 9 months out of the year with something going on just about every weekend during that time. Gone are the days of an “off-season” – just as athletes specialize from a young age and train in the same sports for their entire lives, so must we work just as diligently and with as much focus on winning. Without everyone on board this ship, we won’t get there together – and it takes all of us.
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Go Forth!
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