Lavar Ball did what? If you know, you’ll know the direction I’m going. If you don’t, you’ll know more about him now and what he has to do with what we all can learn about riding the wave of free media than you ever believed could be relevant to you in your role.
Lavar Ball is the father of three sons in Chino Hills, California. Each of his three sons is extremely good at basketball, and Lavar is extremely passionate about supporting them. While some might say he’s a little too passionate, there are a few things you should know:
And then there are the shoes.
The first signature model of shoes he made for his son, Lonzo, retail at $495.
Insert predictable statement about the media here.
If there’s a trend here, it’s that the mainstream media isn’t very fond of Lavar Ball. They didn’t like a newcomer coming in, flipping the script, and dictating the way the game is played. They wrote articles, they filmed segments, they hosted interviews, all talking about how crazy he was. Lavar, the proud man that he is, never backed down. Instead, he embraced being called crazy, saying, “Tell us something we don’t know.” He never went back on his claims, and firmly believes his son will be a big enough star to warrant a $1 billion-dollar shoe deal.
The result?
The family BBB Big Baller Brand is bigger than ever, Lonzo was drafted number two overall by his hometown Lakers, and everyone in the sports world knows about Lavar Ball and the BBB Brand. Fully on board with the business strategy, Lonzo said at the shoes’ unveiling: “At the end of the day, it’s up to us, the athletes. We push the culture forward, don’t let the culture push us.” Since the release, celebrities have purchased the shoes and shared photographs online, and Lavar Ball has inked an autograph deal where he is paid every time he inscribes his signature on merchandise.
This is a fantastic example of the power of “earned media.” What exactly is “earned media”? It’s synonymous with “free media”. Earned media is made up of shares, comments, reviews, mentions, recommendations, or content picked up by third party sites and networks. Online word-of-mouth. Earned media is when people spread the word of your brand – for free.
As crazy as this example is and some of Lavar’s statements might be, he’s stuck to his vision, and now prominent outlets such as Forbes have referred to him as a “marketing genius” and “visionary.”
How can your company incorporate and take advantage of earned media?
What’s the takeaway from all this? Don’t be afraid to go against the grain. Don’t be afraid to stand out. If your industry is doing things the same way for a long time, why can’t your company be the one to try something new? As Lavar Ball demonstrated, online word-of-mouth can go a long way in boosting your bottom line.
This week, the Creative Composer is sharing how one proud basketball dad harnessed the power of earned media – and how your business can incorporate a similar approach. Like what KJ has to say? Join the conversation below or email him directly.
*Oh and in case you’re curious how Lonzo Ball feels toward his father, check out this Father’s Day letter: To the Loudest Guy in the Gym.
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