• Brett Mercuri

Marketing: What Can We Learn from The NFL Players National Anthem Protests

Updated: Aug 20, 2020

Disclaimer: This piece is NOT a stance either way on the protests themselves. This piece has NOTHING to do with politics in any way shape or form. It’s simply a case study on marketing.

The biggest key to marketing success is delivering the right message to get the results you are looking for to attain your goals. You have to ask yourself, what is my end goal of the marketing campaign? What message can I put together to achieve those results? After your message has begun, how is it being received by the consumer? Are you attaining your desired goal?

Clearly the hottest topic in the country right now is the NFL player protests of the national anthem. We can easily view this as a case study in marketing. With any marketing campaign you need a clearly defined goal, a message crafted to attain your goal and finally, does it reach your desired goal?

Here’s the breakdown of the campaign:

Q: What is the goal of the NFL player’s campaign?

A: To bring to light social injustice for minorities in America and open a dialogue to correct these injustices.

Their campaign goal is defined clearly and concisely.

Q: What is the message they are putting out to achieve this goal?

A: Kneeling for the National Anthem before NFL games.

Their message is defined clearly and concisely.

Q: What is the consumer perception of the message?

A: The perception has begun revolving around the military. Several consumers believe the NFL players are disrespecting current military, military vets and America in general. In return NFL players protesting are continually defending themselves in relation to their military views.

Tennessee Titans tight end, Delanie Walker recently stated, “First off, I’m going to say this: We’re not disrespecting the military, the men and woman that serve in the Army. That’s not what it’s all about....”

As you see from the quote above, Delanie Walker’s first statement involved the military. So, what does this mean?

Their message is not resonating with the consumer as it’s not delivering the desired effect to attain their specific goal. As a marketing consultant I would suggest crafting a new message to redirect the campaign towards their desired goal.

In marketing, if the consumer isn’t responding to your message then your best course of action is to change the message to better attain your desired results.

Have you had a message not resonate with consumers? If so – share it here and let us know the changes you made that turned your campaign into a success.

Disclaimer: This piece was NOT a stance either way on the protests themselves. This piece had NOTHING to do with politics in any way shape or form. It was simply a case study on marketing.

About the author: Brett Mercuri has over a decade of experience as a marketing and advertising consultant with iHeartMedia which reaches 250 million people across the US in over 150 markets. Specialties include radio advertising, digital marketing and event sponsorship. He can be contacted at brettmercuri@iheartmedia.com or by phone at 412-919-8524.

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