“If I‘m going to get fired for anything, it’s worth [it] for an orchestral tribute to Biggie in Paris,” Goldenberg told me last week. “When your ideas are big enough and bold enough, and you believe in them to the degree that you‘re willing to take a reputational risk, that’s when you're onto something.”
Playing it safe can be a risk in itself. But marketing thrives on standing out, which demands taking chances.
Fans snapped up all 15K tickets to the Nets-Cavaliers afghanistan phone number material game, 3.3K visitors indulged in Brooklyn pizza, and Biggie's tribute sold out in five days
450K unique visitors to Brooklynets.com/paris
64K emails captured (90% net-new to their database)
195% YoY surge in ticket sales to French consumers and over seven figures in total revenue
Source
Goldenberg got stakeholders on board by being blunt: “You all need to understand how important this is, not just for the Nets but for our fans and the global sports industry,” he told colleagues. “It's never been done before at this scale.”
Sticking to the tried-and-true is tempting. But it was insight matched with instinct that landed Goldenberg his big swings.
Read How An NBA Marketer Brought the Brooklyn Nets to Paris (& What Marketers Can Learn from Him)
