Sprint's High Investment Offers High Rewards

How do you activate a 10-year title partnership agreement with NASCAR where you spend approximately 100MM annually? Sprint has answered this question by developing the Sprint All-Star Customer Celebration, an innovative rewards program for existing Sprint customers with thousands of NASCAR prizes at stake. 

How can consumers win? Sprint customers can become eligible by establishing an account on Sprint.com via MySprint, with prizes being offered on a first come, first serve basis (the promotional offer ends April 30th if all prizes have not been claimed).

Prizes included in the Sprint All-Star Customer Celebration include:

• 10,500 tickets to the NASCAR Sprint Pit Crew Challenge May 15 at Charlotte Bobcats Arena. Whie at the event, Sprint customers will have access to an exclusive Q&A with Sprint Cup drivers
• 1,000 tickets for lunch and a chartered bus ride to behind-the-scenes tours of Hendrick Motorsports, Michael Waltrip Racing, and Joe Gibbs Racing May 16 in Charlotte, NC
• 20,000 tickets to the NASCAR Sprint All-Star Race May 17 at LMS in Charlotte
• A select number of pit tours prior to the start of the NASCAR Sprint All-Star Race
• Opportunity for a select number of customers to be stage front for the NASCAR Sprint All-Star Race pre-race for driver intriductions and the NASCAR Sprint All-Star Race Victory lane

Sounds like a great way to retain customers, doesn't it? Sprint is taking a very interesting approach to activate its national partnership. Sprint is offering thousands of once-in-a-lifetime experiences for the All-Star race, a very interesting approach to activate a national partnership with a regional focus and not account for travel. I would be curious to see what the redemption rate will be on Sprint's offered experiences (accounting for travel, interest in attending the event, etc.). 

NASCAR claims a fanbase of 70 million persons (nearly 1 in 3 Americans); a strong incentive should exist for NASCAR fans living in the Southeastern region to register accounts online but it truly is amazing that this promotion is not open to general consumer base.

Video Vault Updates!

Tonight I added two (2) new pages to the Video Vault, featuring:

• The Beauty of the Half Court Shot Promotion - click here to check it out!
• The Best Sports Commercials Featuring Corporate Integration - click here to check it out!

I will be updating each of these pages with new clips that I come across. If you have any suggestions, please pass them along to bgainor@hotmail.com

Targeting Fans in Remote Cities?

Are you looking to devise a strategy to target fans in neighboring/remote cities? Consider a recent strategy that the Seattle Mariners created to target consumers in Portland, OR, located 175 miles south of Seattle. The Mariners created a unique webpage designed solely for Portland consumers, which provides information on ticket offers, group events, promotions, transportation options, and local attractions. The dedicated webpage is titled, "Portland & The Mariners, You're Only 175 Miles Away from Blue Skies, Green Grass, and Mariners Baseball". The site even includes a sidebar that lists travel tips from select Mariners players.

The Mariners are complementing their targeted online efforts with television and radio ads in-market and an interesting outdoor marketing campaign. The team has erected two (2) billboards, one of which proclaims, "Mojo. Just 175 Miles North". The Mariners outreach efforts in Portland are considered the broadest initiatives the team has had in the past ten (10) years.

Too Much 'All You Can Eat'?

Everyone involved in sports is well aware of the 'All You Can Eat' craze that has provided a healthy boost to single game ticket sales. It is amazing how popular this simple offer has become with the general fanbase. But doesn't this fan reaction relay a strong message to sports marketers? Right now, fans are looking for new ways to derive value out of their game experience. Gone are the days where consumers are satisfied with just having a ticket to experience a game live. With escalating ticket prices, sports marketers need to constantly develop new ideas to show consumers value.

Here are a few notes on the 'All You Can Eat' craze:

• Currently, nearly half of the major league baseball teams have added All-You-Can-Eat seats in their ballparks
• The Toronto Blue Jays are charging fans $39 for an outfield seat and an endless supply of hotdogs, peanuts, popcorn, nachos, and soft drinks. In total, the Blue Jays have opened up 1,600 seats for the All-You-Can-Eat option
• Nine (9) NHL teams currently offer All-You-Can-Eat opportunities
• Six (6) NBA teams are offering All-You-Can Eat sections
• Several NASCAR tracks are offering All-You-Can Eat

But when is enough, enough? When will the health activists begin to criticize professional teams for encouraging fans to endulge in unhealthy eats? It is time for sports marketers to get a little more creative with their ticket opportunities before they get caught up in the negative media surrounding the promotion of unhealthy eating. The All-You-Can-Eat is hot right now, but the criticsm and backlash will soon be hotter.

3.31.08 - Quick Update: Countering the All-You-Can-Eat trend, the Minnesota Timberwolves recently partnered with Life Time Fitness to offer a ticket package the team considers "the healthiest game experience around." Through the exclusive offer, fans will receive a $35 ticket, a turkey sandwich, a bag of pretzels, a fruit cup, a water/juice, and a one-day family pass to Life Time Fitness - all for the low price of $25! (Source: SBD, 3.31.08)

Dr. J Helps Nets Fans Say Yes!

The New Jersey Nets recently announced that all fans who purchase season tickets for the 2008-09 season by May 30th will receive a free Nets jersey hand-signed by Julius Erving! This unique "Early Bird Special" serves as a classic example of Brett Yormark and the New Jersey Nets' ceative efforts to stimulate fan interest in-market.

Erving, considered "The Greatest Net of All-Time", never actually played for the New Jersey Nets... But do fans really care? In this case, the Nets are offering an exclusive inventory item that should sway a number of fans who are sitting on the fence with their renewal decision. Terms of Erving's involvement were not disclosed.

What to watch for: 

• How are the Nets measuring the effectiveness of this promotional incentive?
• Will this offer backfire in the future with season ticket holders as they might delay their decision to renew in hope of receving a free item/experience?
• How much will season ticket renewals/new ticket sales spike as a result of this promotion?  
• What time of media coverage will the Nets receive from this promotion?
• Will the team find a way to leverage the Dr. J tie-in throughout the 2008 NBA season?

Partnerships: Category to Watch

Those of you looking to pitch potential partners in the automobile category... Be Alert!

General Motors recently announced that it was going to shift half of its $3BN advertising budget into digital and on-to-one marketing within the next three (3) years. With General Motors' recent announcement, expect many others in the category to follow in place. General Motors is looking to penetrate consumers beyond typical signage and banner ads, choosing to implement a variance of engagement tactics which include gaming, search, mobile, and other interactive applications.

Across the board in the automotive category, companies are replacing their television and print efforts with programs that raise awareness. Continuous branding and sales activity are being shifted online, where consumers generally begin their purchasing process.

Joel Ewanich, Vice President of Marketing for Hyundai, commented, "Online is getting to the point where it may be more important than the 30-second tv spot."

So what does this mean for you as a sports marketer? There are a few things..

• Begin to re-purpose your sponsorship proposals to enhance digital activation opportunities, experiential opportunities (where GM can deliver one-to-one experiences), and database marketing efforts
• Offer banner ads that drive consumer awareness (promotional tie-ins, games, etc.)
• Understand that automobile companies may be more interested in experiential spend and less on traditional media (television, print, radio)
• Be cognizant of the fact that while American automobile companies are beginning to shift MAJOR dollars into digital/non-traditional means, there are still a lot of advertising dollars to be spent. The autmobile category pumped $9.42 BN into the advertising economy last year

Video Vault Update!

I updated the Video Vault with some great footage of the Washington Nationals' "Racing Presidents" in-game feature.

The Nationals have partnered with Geico to feature this unique on-field entertainment during the fourth inning of every home game. Check out the footage by clicking here!

Boost Your Merchandise Sales with VIP Experiences...

Would you like to look like your favorite beer man? One would think that most persons would say no, but Americans are suprisingly fascinated with their favorite television icons.

To capitalize on this fact, Miller High Life recently launched a "Live the Life. Get the Gear." loyalty program that offers consumers an opportunity to own a Miller shirt like the one worn by William Middelbrooks during MHL's classic "Beer Delivery Man" ad campaign. But that's not it. Miller High Life drinkers can also receive free t-shirts, duffle bags, key chains, fire pits, baseball hats, screensavers, and boxer shorts - SIMPLY BY BUYING BEER.

All consumers have to do is register online at www.MillerHighLife.com and create an account. Upon doing so, users can upload codes printed on specially marked Miller High Life packaging to redeem points for prizes. Miller has spread word about the site virally by enabling users to send e-cards to friends and colleagues who arent enrolled, inviting them to join.

Translation? If you are looking to drive web merchandise sales, adopt a similar "rewards model" that shows consumers additional value for their purchase. Develop unique ways that will persuade fans to want to purchase items on your team/organization's website versus shopping at the local Sports Authority, etc. Here are a few examples:

• Develop an overall merchandise rewards model where all fans who purchase merchandise on the team website are capable of receiving VIP experiences
  • Teams would need to create a model similar to the one detailed above. This would require an integrated website with a turn-key process involving purchasing and S&H
• Develop individual sales incentives designed to entice consumers using unique opportunities
  • Reward fans based on spend: The first fifteen (15) fans who spend $500 on the team website from Saturday, April 12th - Sunday April 13th will receive an exclusive meet-n-greet with select players during training camp
  • Reward fans based on number of items purchased: The first twenty-five (25) fans who purchase five (5) items on the team website will receive an exclusive behind-the-scenes tour on gameday
  • Reward fans based on purchase: The first one hundred (100) fans who purchase a jersey of a select player (i.e. draft pick, etc.) will receive an invitation to an exclusive event where they get to meet that specific player
  • Reward fans based on sex: The first 500 women/kids who purchase a jersey on the site will be invited to an exclusive Football 101 event at the stadium
  • Reward fans based on time of purchase: The first 1,000 fans who purchase a jersey during the preseason will receive an exclusive invite to a behind-the-scenes practice

Papa Johns Wants Your Picture...and Business!

Papa Johns, the official delivery pizza of the NCAA March Madness tournament, recently created Papa's Pan Fan, a unique promotion that was designed to drive sales of pan pizzas. The legendary pizza chain is offering an exclusive discount to all fans who upload their best photos from the tournament action to http://www.papaspanfan.com/. All consumers who post pictures on the corporate site will receive an email confirmation with an ID number that is redeemable for the exclsuive discount offer. All fans can submit their photos through April 9th (the site runs through April 12th). Picture categories are segmented into: Featured Photos, Teams, Cheerleaders, Mascots, Pre-Game, Post-and Game.

The Pizza Chain is offering:

• One (1) large Perfect Pan Pizza with up to three (3) toppings and two (2) 20oz Cokes for $12.99
• The first 6,400 people who register to join Papa's Pan Fan Nation the chance to win additional prizes, which include free pizza for a year and free Coke products

This is an excellent promotional idea that captures fan affinity for college basketball. Papa's Pan Fan is a promotional model that many professional/college teams should look to mirror. I am suprised that more teams have not looked to create a similar website/database that helps them understand and see exactly the reach and diversity of their fanbase. Teams can leverage sponsorships with camera/film companies to develop such a website. The level of engagement is highly dependent on the level of monetary investment, but why have teams not tried to create a website that is for the fans and run by the fans? I am sure there are some out there, and I would love to hear your feedback.

Overall this is a great promotion and a benchmark for website development by Papa Johns. I just wish they would keep this concept running past the tournament!

Reward Those Who Team Up!

Would you be interested in carpooling with friends and colleagues if it meant that you could receive rewards and discounts from your favorite restaurants?

Dunkin' Donuts is looking to capitalize on this idea by teaming up with NuRide, Inc., the nation's largest incentive-based online ridesharing community to offer consumers a unique discount. All consumers who are using NuRide to make the environmentally safe choice to share rides will receive $5.00 off a "Box 'O Joe and a dozen donuts" that they can share with their fellow commuters and colleagues at work. With the promotion, Dunkin' Donuts joins a growing list of companies who are sponsoring NuRide participants (persons who register online, team up with neighbors to calculate driving distances and savings, and receive points redeemable for corporate partner rewards).

The big question is, how does this apply to sports?

Green Initatives: NuRide presents an opportunity for teams to demonstrate "green initiatives" without shelling out major dollars. Teams can reward fans who register with NuRide to commute to games (many franchises currently offer a bus service) with unique VIP experiences, special team memorabilia for their automobiles, and discounted prices on tickets.

QSR Activation: Teams can also use NuRide to further activate their QSR partnerships. In this case, the Boston Red Sox could leverage its relationship with Dunkin' Donuts to offer unqiue cross-promotions to NuRide registrants. Dunkin' Donuts' current promotion targets morning commuters; a partnership with the Boston Red Sox could drive their promotional agreement with NuRide during evening hours when consumers may need to stop for a coffee or a quick snack on the way to the ballgame.  

Some Prominent NuRide Corporate Partners Include: Applebee's, Bruegger's, Brookstone, Chevron, Rice University Athletics, Shell Oil Company, Disney on Ice, XM Satellite Radio, the Houston Zoo, Panera Bread, and the Ringling Brothers and Barnum & Bailey Circus

Capture Activation with Ease!

Are you looking to provide your corporate partners with in-depth recaps? Are the quality of your recaps hindered by a having a lack of staff on game nights? If so, I have the perfect solution for you.

Tonight I purchased a Flip Video Ultra, a $179 device that captures sixty (60) minutes of high quality video and sound and is small enough to fit in your pocket. The Flip Video Ultra is extremely easy to use and features a built-in USB latch. The portable video camera allows users to upload video footage immediately to their computers, serving as a very functional device. The camera also enables users to the ability to immediately sort, play back, and view all of the individual videos captured and is easy enough for Baby Boomers to use (there are only five buttons). Two AA Batteries power 60 minutes of footage.

The Flip Video Ultra is a perfect device for capturing in-game activation for all of your corporate partners on game night. The device holds enough memory to capture all in-game elements (promotions, LED, fascia signage, courtside rotational, etc.) and provides for an extremely easy medium to upload and send videos to clients the very next morning. The device would also be an exceptional item to have on all mobile tours. 

I will be testing out the Flip Video Ultra over the next few months, so if you would like some additional feedback, please email me at bgainor@hotmail.com.

Target Young Fans Using Technology!

The majority of professional organizations and athletic departments stimulate the attention and interest of young fans through Kids Clubs. Teams usually support these initiatives by providing kids with a magazine subscription, a chance to receive premium items, and limited entertainment opportunities. However, sports representatives may want to consider making a greater effort to target and engage young fans using technology.

Recent results from a study conducted by The NPD Group reveal that kids are starting to use technological devices at earlier ages. The study analyzed the habits of children living in the U.S., Britain, Germany, and France and revealed insights into the average age that U.S. kids start using technology:

• Desktop Computers - 5.5 years of age
• Video Game Consoles - 5.9 years of age
• Video Game Portable Systems - 6.2 years of age
• Laptop Computers - 7.1 years of age
• Digital Cameras - 7.9 years of age 

American kids were the youngest of their global counterparts to use each of the items listed above. The popularity of technology among young consumers is directly seen through the recent rise of two companies, Webkinz and Build-A-Bear. As a sports property representative, why not take advantage of this?

Property representatives should consider:

• Offering promotional items similar to Webkinz and Build-A-Bear to draw more families through the turnstiles
• Incorporating Webkinz and/or Build-A-Bear products/shops into the venue experience (see Build-A-Bear's existing MLB presence below)
• Creating brand extensions for existing merchandise that incorporates a virtual component
• Enable consumers who purchase plush toys of players to interact with other users in a virtual environment (where they can develop profiles, play games, etc.) 
• Create a virtual environment where fans can become the team mascot and partake in virtual activities/games with the purchase of a mascot stuffed animal

About Webkinz - Webkinz are stuffed animals that come with a special code on their labels that allow consumers to access a "Webkinz World", offering users a virtual version of the pet that can be used to interact with others (there is a smaller version of Webkinz called Lil' Kinz). With two (2) million Webkinz products sold and one (1) million users registered in the "Webkinz World", the demand for this product has drawn comparisons to the Beanie Baby craze of the 1990s.

About Build-A-Bear - Build-A-Bear is an American retailer that sells customized teddy bears and other stuffed animals. The retailer recently created an online virtual town called "Build-A-Bearville" where users can play games and interact with one another in a safe environment. Like Webkinz, users can bring their purchased stuffed animals to life using a special code found on the bear's berth certificate.

Build-A-Bear has existing roots in baseball - "Make Your Own Mascot" stores are located in Citizens Bank Park (Phi), Jacobs Field (Cle), Great American Ballpark (Cin), AT&T Park (San Fran), Nationals Park (D.C.), Fenway Park (Boston), and Busch Stadium (St. Louis). From a premium standpoint, Build-A-Bear plush toys were distributed in McDonalds Happy Meals in 2006 and 2007.

Fan Entertainment!

Looking for pure entertainment? The University of Kentucky needs to track down this dancing Grandma for the delight of its fans in-arena. This clip serves as a prime example of the talent that we have sitting in our venues every night. Check out the clip below and brainstorm potential ideas to leverage and/or identify similar talent in your arena (see: Miami Heat Golden Oldies in the Video Vault).

Enhance Your Concessions!

Take a walk around your venue on gameday and look for areas of improvement. Consider your initial impressions of the concessions area... Are you pleased? 100% satisfied with the operations and consumer experience? Highly Doubtful. There are many unique ways that properties can enhance their venue's concessions, yet this sector is often largely ignored. Starbucks, one of the most powerful brands in the world, has thrived on enhancing the customer's experience. As a sports marketer, why not adopt some of the principles that has driven Starbucks' success? Get to know your customers, get to know their thoughts. But first, learn from the best.

Starbucks recently created www.mystarbucksidea.com, a virtual environment where consumers post ideas of improvements that they would like to see implemented in the chain's 15,000+ stores across the globe. Being mindful of bottom line ramifications, you may not have the resources available to survey your fans in attendance on their concessions experience. But why not consider suggestions that the Starbucks faithful have made to improve their highly regarded customer experience?  After all, the demographics and financial status of season ticket holders for professional franchises cannot differ too largely from that of a typical Starbucks consumer (I would love to see a cross-comparison).

I have enclosed a rundown of recent, popular suggestions made by consumers on the MyStarbucksIdea.com webpage. Next time you stroll past your venue's concessions area, consider the recommendations listed below and brainstorm potential applications that will add incremental value:

• Develop a Punch Card/Rewards Card Loyalty Program (for season ticket holders who purchase the same concessions items throughout the season - drive their purchases through a simple rewards card)
• Localize (display local art, play local music, offer local concessions items)
• Go Green (recycle, use biodegradeable drink and food containers and napkins) 
• Be Health-Conscious (Healthy/Whole Grains
• Incorporate technology (Wi-Fi, offer free music downloads while consumers wait, play featured team music while fans are in line, feature televisions that broadcast select messaging and show the team's corporate partners, offer laptop connections)
• Offer a Drink/Food Item of the Month (incorporate select QSR partners, etc.)
• Provide cup sleeves for cold drinks
• Offer express lines for certain item
• Print unique team/arena facts on all concessions paper products
• Offer comfortable seating and adequate table space for dining
• Ensure that the condiments stands are clean and well stocked
• Do not enable concessionaires to have tip jars next to cash registers (consumer backlash/annoyance?)
• Offer specials for Armed Forces (Appreciation Card) and Seniors (Senior Discount) and Birthdays
• Offer a discount on concessions for fans reloading their concessions card/loaded ticket
• Ensure that bathrooms are clean and presentable - bathrooms near concessions should have shelves
• Offer a Happy Hour for fans from 6-7pm (for a 7pm tipoff) to encourage fans to arrive to the venue earlier
• Offer concessions coupons that you can send electronically to season ticket holders (and help build online database and enhance channels of communication)
• Enable fans the opportunity to text their orders in five minutes prior to pickup
• Adopt the Amazon model and provide suggestions to consumers on other concessions items they may like based on their purchase
• Offer media (cd's, iTunes, downloads) and books for purchase to consumers waiting in line
• Ensure that there is adequate stadium signage to help guide fans to concessions areas

Partnerships: Category to Watch

Properties looking for new potential partners should consider the luxury watch category. Why? January sales of Swiss luxury watches in the United States were up 11% from a year earlier. The global watches market is expected to exceed $31.6 BN by 2009, growing at a compounded annual rate of 4% from 2001-10. The United States is the largest watch market in the world (with sales expected to reach $8.6 BN by 2010).

Despite an increase in consumer demand for electronic gadgets like the iPod, cell phones, and mp3 players, the luxury watch category has been able to maintain positive levels of growth due to consumers attributing luxurious watch brands as symbols of success.

Should collegiate rightsholders consider this category as well? The answer is Yes. Rolex recently made a $1MM pledge to Oklahoma State University at Okmulgee for scholarships and equipment. The catch is that Oklahoma State-Okmulgee is one (1) of ten (10) in the nation that offer a two-year watchmaking program, but that shouldn't stop you from being able to sell access to your institution's elite alumni base.  

Who are the key luxury watch makers that you should consider targeting?

• Bulgari
• Timex Corporation
• Tag Heuer International
• Seiko Holdings Corporation
• The Swatch Group
• Hermes International
• Gucci Group
• Cartier
• Patek Philippe SA

Video Vault - UPDATES!

I added a collection of videos to the PartnershipActivation.com Video Vault.

Additions to the Vault include:

• Mascots Performing Soulja Boy (Page 1)
• The Influence of Zombie Nation (Page 2)
• A Look a Student Sections Across the Country (Page 3)
• Great Student Section Chants (Page 4)

Click here to see the new videos.

The Floor Sweeper... Is an Entertainer?

The University of Florida Athletics Department showed some creativity by having the floor sweeper transform into an entertainer during a break in the action at a home men's basketball game. Check out the clip below:

North Dakota State has their own rendition of the floor sweeper performer:

Targeting College Males?

Maxim Magazine, SportsClips, and Hooters were all founded on a simple, yet extremely effective formula to attract male customers:

Sex + Sports = Sales  *Note: drink specials and great 80's music also serve as a complement. 

Using this equation, turn college male students into repeat customers, serving as WOM brand ambassadors for your organization.

This formula is so simple, yet it seems that professional organizations continually struggle to generate creative ideas for to attract college students throughout the season. Keep it simple, they will come. The underlying message of this article is not for teams to exploit their assets, it is to LEVERAGE their assets.

Remember, be sure to capture footage of your college nights... from the student's point of view (by asking students to submit footage of their experience or position a staff member in that section with video). You need to sell the experience to prospective students, and the best way to do this is virally (through YouTube on the Internet/Facebook/Myspace) and/or video board segments promoting the events.

Brainstorming for ideas should always begin with thinking from the consumer's mindset. If you were a college male with endless Friday night entertainment options (local college sports, bars, parties, hanging out with friends, movies, road trips, etc.), what would drive you to spend a larger sum of money to attend a professional sporting event? What stadium activities would drive you to tell friends and colleagues about your experience?

Remember the "Sex + Sports = Success" equation:

COST-EFFECTIVE PROMOTIONS

• Team Cheerleader/Dancer Poster Night (with post-game autographs)
• Meet-n-Greet with Team Dancers/Cheerleaders Post-Game
• A local attractive celebrity profiled on the scoreboard (In the past, the Miami Heat have profiled Anna Kournikova and Enrique Iglesias on the "Kiss Cam")
• An affiliation through a special post-game party/concert with a local bar/club/entertainment provider (free admission to the event with ticket validation)
• A sweepstakes opportunity to win a free trip with the team's cheerleaders/dancers for their annual calendar photoshoot
• Green Screen opportunity (PictureU Promotions) where all college males can take a picture with the cheerleaders/dance team when they enter the arena doors (as a takeaway from the event)
• Cheerleader/Dance Team Circulate the crowd (Before every game, the Minnesota Timberwolves have their dance team circulate throughout the crowd and engage in conversation with ticket holders)
• Through a collaboration with Hooters, create a unique stadium section (chalet, suite, reserved designated upper bowl section) where college students are served by Hooters girls (a great brand extension for the restaurant)
• Limited Edition Maxim/Sports Illustrated edition given to all college students in attendance (similar to SI on Campus)

The Atlanta Thrashers offer one of the best in-game experiences there is in sports. To generate crowd buzz during the third period, the team profiles a fan on the scoreboard who chugs a Guinness beer and runs up and bangs on the rink boards. Every time that I have been in attendance, the crowd has gone absolutely nuts. Pre-game, $8 64-oz beers are sold in Phillips Arena's neighboring CNN Center Food Court. Although this alcoholic drink special is not offered by the organization in any manner, the Thrashers benefit from having out-of-venue, independent vendors offer such great offers to target college students.

Think creatively to attract college students, but keep it simple. Remember, if the formula ain't broke, don't fix it.

"College Nights" are supposed to be fun:

The video featured above was captured by a UPenn student profiling his experience attending 'College Night' at a Philadelphia Phillies game. This is a great example of "indie video" created by fans to profile their experiences attending games.  When watching this video, think about all the ways that you can target this "college fan" on their way to the stadium. What are ways that you can enhance his experience/journey to the game?

But remember who your audience is:

Alabama Offers a Golden Promotion...

A few days ago, I noted how companies should use their online banner ad space as a unique promotional tool. I came across an interesting sweepstakes offer that Golden Flake is offering through its partnership with the University of Alabama. What actually caught my attention was the promotion's intriguing banner ad, situated at the helm of the University of Alabama Athletics website (see below).

Golden Flake is offering one (1) lucky Alabama fan the chance to be an honorary coach at Golden Flake A-Day (Alabama's Spring Football Game) through a promotion designed to generate database entries. To be eligible to win, Alabama fans must complete an online entry form by March 30th; the winning entry will be drawn on the March 31st "Hey, Coach" radio show.

Realizing the affinity that Alabama fans have for the Crimson Tide football program, this is a tremendous promotional offer. But why is Golden Flake going to these measures without tying in their brand? It is a little disappointing to see that Golden Flake decided not to integrate retail activation, free trial, package couponing, or a survey to gauge more information about consumer interests.

The Grand Prize Winner receives:

• The opportunity to spend one half of the game in the team bench area
• The opportunity to spend one half of the game in the radio booth in the press box
• Coaching gear to wear throughout the game
• A role in the Fan Day activities on Saturday, April 12th
• Opportunity to call a play from the team playlist
• One (1) Official Alabama autograph ball
• One (1) Golden Flake prize pack
• One (1) Interview on CTSN game broadcast

Slogan Database!

Bill Fagan, a longtime friend and Director of Sales and Service for the Moncton Wildcats Hockey Club, recently sent me an email inquiring about slogans and campaign ideas used by professional teams and university athletic departments. Fagan's internal team was brainstorming ideas regarding its vision and goals and was looking to benchmark some industry best practices.

Personally, I have never been a supporter of teams developing slogans on an annual basis (fearing that numerous messaging will underscore the overall value of the brand). However, Bill made a few great points to support the notion of using slogans at the minor league level:

• Many franchises choose to not implement seasonal themes (often times, franchises that often sell out or are located in prime markets). However a large number of franchises, especially those among the minor league ranks, need to develop slogans that serve as a vision to bring fans together and stimulate new business. Slogans serve as a catalyst to unite both current season ticket holders and loosely affiliated consumers with the team.

With this being said, I decided to create a Slogan Database, a catalogue of team and league slogans that have been devised and implemented over the past ten (10) years. The goal of the Slogan Database is to serve as a resource for organizations looking to brainstorm and benchmark slogans and unique messaging.

To access the Slogan Database, please click here or the "Creative Branding and Slogans" link in the sidebar. If there are any slogans that you would like to contribute, please email them to bgainor@hotmail.com or post as a comment.