How The NBA Broke My Heart
I was recently interviewed by the nice people at Startwell, and we talked about “the brands that stand out from the pack usually win.” I believe this, preach this and live this. You will see this in my talks, in my work, and, more than anywhere else, in my pitches.
I do a lot of idea pitching, probably 3 warm pitches, 10-15 lukewarm pitches and a slew of cold pitches a week. You know what warm is but I define a lukewarm pitch as one where the brand has allowed me to show them something. They probably think they don’t need what I offer, but if I blow them away, they may consider it.
My pitches are filled with passion and personalized because I do a lot of research into the brand and its customers. But more than that, if I am not interested or passionate about the brand or the idea, I don't share it. A good way to hate yourself is to do work you don’t believe in. That being said, it also makes it harder when a brand says no.
Like when The National Basketball Association (NBA) broke my heart. (even though I still love them)
During the pandemic we pitched the NBA on a project that I truly wish happened because I am a real NBA fan and felt this idea would separate them from the other leagues.
In its simplest form, the idea was a podcast where people shared the moment they became fans of the NBA and why. Once we have the moment (a specific game, etc.), we interview the players and key people from that moment so you get the fan moment, the player moment from that game, and anything about the matchup or wider ramifications from the world at that moment.
I am still in love with this idea because it is customer/fan-focused, but more than that, it contains the one recurring thread that runs through 90% of our pitches.
The pitch is about the customer, and it has heart in it.
Why? Because the brands that try to stand out win...because people want to love brands.
The NBA offered to give me permission to do the show on my own without the official affiliation and sell/licence me the audio for the games I would talk about but the costs were too high to make it worth our while, and it sorta defeated the purpose at that point but I am appreciative that they gave me the time to pitch and the months of back and forth.
Enjoy!
Let me know what you think!