And now for something completely different…..

This morning we were alerted to the marketing genius of a group of American Urologists who specialise in Vasectomies. 

What have they done? Why is this important? And what have we learnt. 

Well, they developed a marketing strategy based on the data from busy periods, web and social analytics, tv viewing information and related that back to the March Mayhem that is American College Basketball League. Basically a month of Basketball streamed live every day of the week straight to your home. In the last several years American Urologists reported an increase of as much as 50 percent in the number of vasectomies scheduled in the days leading to the NCAA tournament.

“With your wife supporting your lounging” males have been encouraged to book an appointment to have every excuse to sit on the couch for 3 days. Creating a campaign encouraging the main viewer base to receive a vasectomy within the month of March, Virginia Urology has used the opportunity to watch basketball for 3 days straight as an incentive for males to undergo the procedure.

They had the right strategy and market placements... they found the target market, they watched the trends and then they rolled it out! This is the perfect combination of the right strategy at the right time. 

But what has happened since the marketing roll out? 

This campaign has been highly successful with the business booked out for the month of March, with a flow on into the beginning of the Baseball season. Other Urologists have jumped on the highly successful target market with a number of ideas including: printed urinal cakes, free pizza delivery for recovery, or personalised T-Shirts for the team "Snip City". 

We should touch on the other aftermath, as the NBC News lays out, the Urologists have been taken to court by the NCAA claiming their tag line “Vasectomy Mayhem” impinges on the Leagues own tagline “March Madness”. I tend to disagree, but this will be an interesting copyright case to watch! It certainly took some balls to get this case to court. 

"Call now to align your couch time with optimal tube time for the best ball games"

We will also be keeping an eye out for the gamers who love an extended joystick session to see if they jump on this “out of the box(ers)” marketing strategy.