{"id":3663,"date":"2017-06-23T13:46:31","date_gmt":"2017-06-23T18:46:31","guid":{"rendered":"http:\/\/etereman.com\/remanu\/?p=3663"},"modified":"2017-06-23T13:46:31","modified_gmt":"2017-06-23T18:46:31","slug":"pushing-boundaries-and-pulling-in-an-earned-media-boost","status":"publish","type":"post","link":"https:\/\/etereman.com\/remanu\/2017\/06\/23\/pushing-boundaries-and-pulling-in-an-earned-media-boost\/","title":{"rendered":"Pushing Boundaries and Pulling in An Earned Media Boost"},"content":{"rendered":"

\"\"
\nLavar Ball did what? If you know, you’ll know the direction I’m going. If you don\u2019t, 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.
\nLavar 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\u2019s a little too passionate, there are a few things you should know:<\/p>\n

    \n
  1. He claimed that his son Lonzo Ball, a highly coveted NBA prospect, would only play for the Lakers. The media didn\u2019t like that.<\/em><\/li>\n
  2. He said he could beat Michael Jordan in a game of one on one. The media didn\u2019t like that either.<\/em><\/li>\n
  3. He openly sought a $1 Billion co-branding deal for his three sons and the BBB Big Baller Brand. Refusing to back off the billion-dollar valuation, Nike, Adidas, and Under Armour each moved on from negotiations without completing a deal with Lonzo. The media really didn\u2019t like that, and did their best to call him all sorts of names, some of which rhymed with \u201cFad Bother\u201d*.<\/em><\/li>\n<\/ol>\n

    And then there are the shoes.
    \nThe first signature model of shoes he made for his son, Lonzo, retail at $495.
    \nInsert predictable statement about the media here.<\/em>
    \nIf there\u2019s a trend here, it\u2019s that the mainstream media isn\u2019t very fond of Lavar Ball. They didn\u2019t 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, \u201cTell us something we don\u2019t know.\u201d<\/em> 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.
    \nThe result?
    \nThe 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\u2019 unveiling: \u201cAt the end of the day, it\u2019s up to us, the athletes. We push the culture forward, don\u2019t let the culture push us.\u201d<\/em> 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.
    \nThis is a fantastic example of the power of \u201cearned media.” What exactly is \u201cearned media\u201d? It\u2019s synonymous with \u201cfree media\u201d. 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.
    \nAs crazy as this example is and some of Lavar\u2019s statements might be, he\u2019s stuck to his vision, and now prominent outlets such as Forbes have referred to him as a \u201cmarketing genius\u201d and \u201cvisionary.\u201d
    \nHow can your company incorporate and take advantage of earned media?<\/p>\n

      \n
    1. Community Events & Tradeshows\u00a0<\/strong><\/strong>🎪: Getting out and interacting with the community is a great way for people to learn more about your company, employees, and overall brand. Give them a good experience worth telling someone else about \u2013 or posting on social media.<\/li>\n<\/ol>\n
        \n
      1. Fun & Practical Giveaways \u00a0<\/strong><\/strong>🕶\ufe0f: Free promotional items with your logo on them are fine, but a unique item people can get practical use out of is better. Ditch the old faithful pens and keychains for items like hats, sunglasses, and bottle openers. Want higher quality earned media? Invest in a few higher ticket items (Bluetooth speakers, phone chargers, insulated coolers) and raffle them off.<\/li>\n<\/ol>\n
          \n
        1. Creative Social Media\u00a0<\/strong><\/strong>📱: Stand out in your market. Maybe this means adopting a unique brand voice, incorporating emojis, or even humor. Share from a different perspective so your current and new customers hear another side of your brand. People talk about what connects with them.<\/li>\n<\/ol>\n
            \n
          1. Think Outside of the Box\u00a0<\/strong><\/strong>💡: Do an assessment of your competition. Take hints from companies outside of your industry. Then, ask yourself, \u201cHow can we do better? How can we stand out?\u201d <\/em>In the age of social media, the truly creative approaches are the ones that gain viral levels of free publicity. And with smartphones all around, just be sure to keep your brand\u2019s best interest in mind.<\/li>\n<\/ol>\n

            What\u2019s the takeaway from all this? Don\u2019t be afraid to go against the grain. Don\u2019t be afraid to stand out. If your industry is doing things the same way for a long time, why can\u2019t 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.<\/p>\n

            \n

            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<\/em>. Like what KJ has to say? Join the conversation below or email him<\/a> directly. <\/em>
            \n*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<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

            Lavar Ball did what? If you know, you’ll know the direction I’m going. If you don\u2019t, 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 […]<\/p>\n","protected":false},"author":38,"featured_media":3664,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false},"categories":[6,12],"tags":[577,578,580,581],"acf":[],"yoast_head":"\nPushing Boundaries and Pulling in An Earned Media Boost - REMANU<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/etereman.com\/remanu\/2017\/06\/23\/pushing-boundaries-and-pulling-in-an-earned-media-boost\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Pushing Boundaries and Pulling in An Earned Media Boost - REMANU\" \/>\n<meta property=\"og:description\" content=\"Lavar Ball did what? If you know, you’ll know the direction I’m going. 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