Monday, March 31, 2008 at 11:22PM 
Tonight I added two (2) new pages to the Video Vault, featuring:
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
Monday, March 31, 2008 at 10:30PM 
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.
Sunday, March 30, 2008 at 07:36PM 
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:
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)
Sunday, March 30, 2008 at 05:31PM 
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:
Sunday, March 30, 2008 at 01:03PM 
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..
Friday, March 28, 2008 at 06:58PM 
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!
Friday, March 28, 2008 at 06:37PM 
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:
Friday, March 28, 2008 at 05:43PM 
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:
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!
Thursday, March 27, 2008 at 06:27PM 
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
Wednesday, March 26, 2008 at 09:14PM 
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.
Tuesday, March 25, 2008 at 06:54PM 
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:
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 turnstilesAbout 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.
Monday, March 24, 2008 at 10:30PM 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).
Monday, March 24, 2008 at 09:35PM 
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:
Saturday, March 22, 2008 at 05:28PM 
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?
Saturday, March 22, 2008 at 03:50PM 
I added a collection of videos to the PartnershipActivation.com Video Vault.
Additions to the Vault include:
Click here to see the new videos.
Saturday, March 22, 2008 at 01:28PM 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:
Saturday, March 22, 2008 at 10:08AM 
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
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:
Thursday, March 20, 2008 at 11:00PM 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:
Thursday, March 20, 2008 at 08:22PM 
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:
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.
Wednesday, March 19, 2008 at 07:14PM 
Suiteplay, Chicago's leading retailer of fun home furnishing, is taking retail promotions to the next level with its 'Cubs Win You Win' promotion in an effort to build in-store sales. All consumers who make purchases at the retail chain's four Chicago locations between March 13th and April 14th will be reimbursed 100% if the Cubs win the 2008 World Series.
While the 'Cubs Win You Win' promotion poses an extreme risk for Suiteplay should the Cubs win, the promotion will receive tremendous media coverage as 2008 marks the 100th anniversary of team's last World Series Championship. High Risk = High Rewards... Retailers are going to new extremes to target consumers and only time and media buzz will tell if this promotion pays off for Suiteplay.
Kelley Claffey, VP of Marketing for Suiteplay, commented, "We are inviting shoppers to step up to the plate and buy furniture, games, and other accessories to make consumers' homes more fun for baseball season during the promotional period. To show our team spirit, we'll pay them back for their store purchases should the Cubbies go all the way! It's a win-win for everyone."
Go Cubbies Go.
