How the New England Patriots Went from Marginal to Magnificent

The Innovative Strategies That Transformed the Patriots into The Brand to Beat
By: Ann Pryor, Senior Publicity Manager
 
Sept. 12, 2011 - PRLog -- “The New England Patriots brand was widely considered all-around flimsy; a marginal team on the playing field and a mediocre, middle-of-the-pack business organization.”  

So attests Lou Imbriano; during his nearly decade-long tenure handling marketing for the lagging team, from 1997-2006, he doggedly overhauled the brand, brought in new fans, and effectively created what is now a sports sensation and a team that are the darlings of New England.  He also turned the Patriots into one of the NFL’s most profitable teams, increasing sponsorship and advertising revenue from $16 Million to over $90 Million.  

In WINNING THE CUSTOMER (McGraw-Hill Professional; September, 2011; HC, $25.00), Imbriano brings us into the proverbial locker room, sharing the strategies he developed and used to transform the Patriots into the brand to beat.  Gutting the losing business model and overhauling a football team’s reputation required a unique team approach, and a series of short- and long-term changes.  From communicating directly with Patriots fans to switching the gatekeepers that act as the window to the organization (no more rude receptionists!); from creating a pricing package that appealed to high-paying customers, to bringing select ultra-loyal guests and special sponsors down to the sidelines to high-five players as they came out onto the field – carefully orchestrated approaches were the repeat touchdowns that won customers over.

Imbriano is currently Vice President and Chief Marketing Officer of the New England Patriots football team from 1997-2006, is President and CEO of TrinityOne, a marketing company specializing in creating strategy for corporations to maximize revenue generation through building customer relationships and becoming custodians of the brand. Profiled on Forbes.com as one of its “Names You Need to Know,” he has written columns for Sports Business Journal.  He teaches sports marketing at Boston College.  Read more at www.louimbriano.com

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Source:Ann Pryor, Senior Publicity Manager
Email:***@mcgraw-hill.com Email Verified
Zip:10020
Tags:Sports, Marketing, Football, Revenue, Profit, Innovation, Customers, Sports Marketing
Industry:Marketing
Location:New York City - New York - United States
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