When Gared Sports put us on the basketball court, we doubled its scores.
So often we think business-to-business selling is all about the facts and figures. The budgets. Especially in an institutional setting. There couldn’t possibly be any room for emotion or quality judgments when you’re choosing products.
And then we wander into the sports arena.
Sports programs at the university level mix the realities of institutional budgeting with the hopes and dreams of every young player.
Performance starts to matter at least as much as economics.
In football and basketball, performance IS economics.
Are you really going to be that person? The athletic director, the coach, the purchasing agent – who sacrificed a young team’s future to save a few bucks on equipment? Or who embarrassed your whole university system when the backboard broke?
We thought not. Gared agreed.
So did the readers of the magazines where Gared ran these ads.
Reader-service inquiries doubled over the previous creative treatments. Sales took a nice bounce as well.