Yep, you always like to strike when the iron's hot. Don't forget "Marketing" is made up of the 4-P's -- Product, Place, Price, Promotion --- and as fans, we tend to focus solely on the last "P" -- promotion. It tends to be the most expensive P of the 4 also. There are other P's that we need to improve upon, or we'll dump tons of money with little to no return on our investment.
Probably a bad analogy, but could you imagine Coca-Cola spending all that money on it's logo standardization, advertising, and distinctive packaging...but when you went to the store to buy it...every other Coke you consumed was flat? That's kinda where Tech is with it's "PRODUCT" --- not consistent. These are things we need to work on...consistent GOOD product. Folks will buy a well promoted product (Utah State game last year at Thanksgiving) but if the product is FLAT, they won't be back.