Creating a Market Advantage During March Madness

2015-03-09 by Ronn Torossian

5wpr ceo ronn torossian march madness
The annual bacchanal of basketball we call March Madness is about to begin. This celebration of college hoops is not only a major distraction for much of America, but it is also a major money maker and a huge opportunity for schools at every level to make an impact.

There are many ways in which colleges and universities can ride March Madness into PR nirvana, but here are several of the biggest opportunities. Larger schools like Duke and UNC have an opportunity to cement their legendary status and to one-up their rivals. A few weeks back Duke edged UNC in a well-played contest. But that was just bragging rights. The Bracket Dance is that rivalry game writ large. It’s about more than just bragging rights. It’s about fortune and glory.

Up and coming programs can get a much-needed boost. College Basketball, like any other industry, has a handful of top brands. These are schools and teams that win year in and year out, programs with storied pasts that also manage to find a way to stay relevant. However, there are others who tend to find themselves on the bubble. They have a few good years then fade, or they make a deep run and then get bounced the next year.

For these potential second and third tier brands, March Madness is a chance to go toe-to-toe with the Big Dogs and win some respect and fame for playing them hard, then win inclusion in The Club by beating them fair and square. This may happen in different ways in the corporate world, but the opportunities are there, and the results can be similar if a brand is ready to make a move.

Remember when BlackBerry not only owned the smartphone market, they pretty much WERE the smartphone market. Then came the iPhone…and everything changed. The entire market reality shifted. March Madness can have the same impact on the multimillion-dollar industry of college hoops. Better still, the fans can come along for the ride.

About Ronn Torossian

Ronn Torossian is the Founder and CEO of 5W Public Relations. He is an experienced leader in the public relations industry with over 20 years of experience. Ronn Torossian has been named as Public Relations executive of the year by the American Business Awards, and has run countless award-winning Public Relations programs.

Ronn Torossian: Insights from a Native New Yorker and CEO of 5WPR

Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 200 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities