Does Jeremy Lin have what it takes to make NBA history? It’s too early to tell. But if you take a lead from him in the way you market your energy related company, you could take your team all the way.
They call it Linsanity—the phenomenon that reinvigorated interest in both the N.Y. Knicks and the NBA in February of this year (not to mention reinvigorating the Knicks’ win record.) Jeremy Lin, the 6’3” point guard came off the bench on February 4, scored 25 points and took everyone by surprise.
Over the next weeks, Lin continued racking up points, wins and notice. Millions of dollars in offers streamed in, broadcast viewership of Knicks games soared and celebrities streamed to see him play. And it wasn’t just an American craze, either—Asia went wild for the son of Taiwanese parents.
Everyone called it an overnight success. Except, of course, Lin himself.
His first choices for playing college ball turned him down. He ended up playing for Harvard, graduating with a degree in economics, but with no pro offers. Eventually he did sign with Golden State Warriors in 2010, then played briefly in preseason for the Rockets in 2011 and ended up with the Knicks late that same year. And then … he waited.
So what does energy development—and more specifically marketing in the energy industry—have in common with Jeremy Lin? More than you might think.
1. Prepare yourself. Lin didn’t walk onto the court and start outscoring the biggest names in the game without ever practicing driving the lane or his jump shot. Good marketing require a lot of research into target markets, taking the time to position your company properly and evaluating the tools that will work best for you.
2. If at first … You know the rest of the saying—try, try again. When his dream schools said no, that didn’t stop Lin from playing college ball. He found a program that worked for him. When he was waived by the Warriors, he didn’t retire—he kept looking. Marketing is the same way. If one medium or message doesn’t work for you the way you hope, there are plenty of others (and plenty of multi-channel combinations) to try. It’s a matter of re-evaluation and refinement.
3. Be ready for the next step. Within hours of his performance against the Nets, Lin began receiving endorsement offers from some of the biggest names in athletics. But the fact is, those offers will only last as long as the Linsanity. Having a plan for action in your marketing to take advantage of the right opportunities when they come is key to long-term success.
4. Know your brand and adhere to it. A Christian, Lin has been called the Tebow of b-ball for, among other things, wearing a bracelet that reads “In Jesus Name I Play.” Although more reserved in his expression than the Bronco quarterback, his view, image and brand are clear. As a company, you need to have just as clear of a clear view of your brand that will serve as a guide to the business and marketing decisions you make. If the opportunities presented to you don’t work with your brand, it’s easy to wave them off. If they fit you like a glove, you’ll immediately know that you should take advantage of them.
Does Jeremy Lin have what it takes to make NBA history? It’s too early to tell. But if you take a lead from him in the way you market your energy related company, you could take your team all the way.