PART 1

THE MARKETING PLAYBOOK

MARKETING OPERATIONS ARE YOUR FOUNDATION

OVERVIEW

Watching an NFL game on a Sunday afternoon is one of America’s ultimate pastimes. We love to grill incredible burgers, put all the kids in jerseys of their favorite players, and assemble our friends in front of the flat screen. Never mind the feeling of actually tailgating all day and witnessing the game firsthand in the stands. We love the camaraderie. We love the excitement. We love feeling that sense of identity and purpose.

But whether you’re popping Doritos or on your feet yelling at the refs, it’s easy to forget that you’re watching a carefully choreographed marketing machine that’s specifically designed to capture your imagination—and your wallet.

In fact, when it’s done right, it’s designed to tap into as much of your discretionary cash as possible and make you want to spend even more. How do I know? During my nine seasons at the Patriots, we transformed some basic marketing efforts into a revenue-generating engine, which is exactly what anyone in business and marketing should be attempting to do.