NCAA Tournament Basketball Marketing: What we can learn from #3 Seed New Mexico

Today we continue on our journey into the East Region, from a marketing point of view. We're in search of inspiration - things that all of us can take and apply into our worlds. And, for fans, of each team, that's a look into what makes you special.

Thus far, we've reviewed top seeded Kentucky and #2 West Virginia.

Let's keep moving.

East #3 Seed New Mexico (link here)

What's Inspiring about New Mexico Basketball Marketing?

1. Future Lobos. As in Future Basketball Lobos.

I have to admit the setup here is just outstanding. We've seen a lot of schools elevate a section for Recruits, often called "For Recruits." That's ok, I guess. I loved Oregon's "Be A Duck" section (see that here). But most schools take you from that section straight into a general recruit home page. That's ok, I guess, as you could make a statement that all prospective student athletes value the same things... but I disagree. I think you want to hit up a prospective men's basketball athlete differently than a prospective women's basketball athlete. New Mexico does just that, via a simple navigation element that lets you quickly say, "I don't just want to be a Lobo. I want to be a Lobo basketball player." Solid.

Here's that menu:

And that takes you to this basketball experience!

2. Hang in the Locker Room with a player.

The locker room. It's the place where you as an athlete spend SO much time. Getting ready for practice or a workout. Watching film. Listening to movies. Just hanging out. And we seldom get to see anything about this interaction. But the Lobos bring this to you. It's a simple thing - a handheld camera with a player just cutting loose. Through these videos, you get to chill with Lobo Darington Hobson. You know what the locker room vibe is like by watching this. And you feel more connected to the Lobos.

How could this be better?

1. Predictability. Could this be a weekly feature? Talk about the week that was and what's coming next. Interview other players and "special guests." Keep it loose and fun, but let us know what we're going to see so we are ready for the next webisode.
2. Make it easy to share and subscribe. Now that we have a regularly scheduled thing, let's allow prospects to sign up to get more of these. And to share them with their friends - by putting them onto YouTube or Facebook and then pumping them into the site.
3. Foster interaction. Maybe fans could have a role in determining what comes next. Ask questions to the squad. Shape the topics. I think the players would dig this and fans would go nuts.

3. Get Pumped with a Weight Room tour.

Weights. If you want to hit your potential, no doubt you're going to need to hit this room early and often. But many student athletes don't have a feel for what that means before they get to college. Mark Paulsen is New Mexico's Director of Strength & Conditioning. And he gives you a personal tour of their 10,000 square foot facility.

The tour is fantastic. It feels personal. You feel like Coach Paulsen knows what he's talking about and that he's a genuine person. Plus the facility looks fantastic.

So how could we make this even better?

1. What if this actually shared the programs these athletes are doing? Crazy? Is it too risky to let opponents know what they are doing? I don't think so. It's just bold. It reminds me of the legend of Larry Bird -- telling you where he was going to shoot from to beat you and then doing it. Same thing here. It would make a statement to show you what athletes are actually doing on a given week.
2. Incorporate athletes in the video. What is their opinion of the program? What have they learned? How has their strength or conditioning approved since they became a Lobo? Show the progress to help kids imagine where they themselves could go.

That's it.

I'm a big fan of what the Lobos are doing! Come back on Monday as we keep moving.