The NHL Playoffs are in full swing, and (statistically) you probably aren’t watching. Of the four major professional sports, the NHL achieves lower TV ratings than the NFL, NBA and MLB. But if you are a hockey fan, you are deeply passionate about the sport you love. You know that a perfect exchange in hockey is called a ‘Tape-to-Tape’ pass. You know that the Pens are battling to defend their title. And you know that the team with the hottest goalie always has a great chance at Lord Stanley’s Cup.
Just like the NHL, marketers should reach their most passionate audiences with interesting content they desire. All too often, messaging is meant to appeal to wider audiences, while targeted themes have a more meaningful overall impact (despite a narrower reach). Sure, few people are interested in new methods for dispensing high-viscosity sealants, but those who are will attack valuable content like Mike Fisher chasing down a loose puck. (You might know him as Mr. Carrie Underwood).
Targeted, valuable content is a great start, but messages also need personality in order to be memorable. At Yalo, we look for inspiration in film, art, music and sports. NHL teams have done a phenomenal job developing unique personalities that their fans adore. Details like the singing of the National Anthem and the cheers fans yell when their team is on a power play contribute to each team’s differentiation. Your messages must stand out from the crowd, because your customers and prospects are continually bombarded with content.
When marketers think about the tactics they use to reach target audiences, it’s prudent to find a balance between mass messaging (with broad, general appeal) and deep messaging that reaches the most passionate prospects with content that is very specific to them. Weaving personality into those messages will make them compelling and memorable. That’s a perfect tape-to-tape pass.