321 - How to Think Long Term in Marketing with Andrew LeRay, Director of Brand Marketing at National Women’s Soccer League
Have you noticed more and more people are watching women’s sports?
This episode’s guest, Andrew LeRay of the National Women’s Soccer League, is on a mission to grow the league through brand, product, and more. How do you sell tickets and merchandise to people who may not know the league exists? Andrew suggests that education and brand awareness are the two concepts driving people to think about the NWSL.
What are some ways Andrew has changed targeting strategies for the brand? Since coming into the role about two years ago, Andrew talks about how strategies back then were about retention and how the focus is now on creating messaging to welcome new viewers.
Plus, the NWSL has ties with US Soccer and other national teams. How do you leverage the popularity of more famous players in the league when they’re away from their national teams? With the retirements of Alex Morgan and Megan Rapinoe, there’s a new set of players to be on the lookout for. Women’s soccer doesn’t just happen at the World Cup or the Olympics, so the league is THE place to watch it while you wait for the next tournament.
If you’re a marketer who wants to learn more about growing or reshaping a brand, this is the episode for you.
Follow Andrew:
LinkedIn: https://www.linkedin.com/in/andrewleray/
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Twitter: https://www.twitter.com/Dmurr68
LinkedIn: https://www.linkedin.com/in/daniel-murray-marketing
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Daniel is a Workweek friend, working to produce amazing podcasts. To find out more, visit: www.workweek.com