Leveraging the League of Firsts
Al Ries and Jack Trout, authors of “Positioning: The Battle for Your Mind” and other renowned marketers have asserted that one of the paramount ways to win the marketing and public relations war in your industry is to best your competitors by being first. Consumers love to be first in line to witness the “first-ever” and there’s no better angle to showcase your brand’s newsworthiness than venturing into unchartered territory, a feat that no one else after you will be able to lay claim to.
This week, the Arizona Cardinals adds Dr. Jen Welter to its staff, making her the first woman to be hired as a coach by an NFL team. She was also the first female coach in the Indoor Football League, and the first woman to play a non-kicking position in a men’s professional football league.
The announcement of Welter’s appointment comes on the heels of Sarah Thomas being named the first female full-time NFL official. After a year plagued by incidents that left the NFL at odds with female fans and supporters, the world will be watching to see how this changing tide helps to heal wounds and mend fences.
Meanwhile, Welter and Thomas will reap the benefits of membership in an elite club, the league of firsts. They’ll be rewarded with increased visibility, media attention and a new level of authority.
All brands, whether personal or corporate, strive to become an authority in their respective fields. This authority can be leveraged to drive awareness, engagement, sales and move the needle on other marketing goals and metrics.
If you’re brainstorming ways to get your brand out in front and win over traditional media, digital media and influencers, think of ways you can position your brand as “the first ever.” Research and analyze your competitors. What stones have they left unturned? What paths have they left untraveled?
If you can successfully thrust your brand into the league of firsts, you’ll be heads above your competitors in the minds of your target audience, and top of mind with media and influencers too.