Partnership Activation Tactics - What's Hot

SAMPLING

Sampling is hot among marketers... there's no question about it. With the country facing troubling economic times, marketers are turning to sampling tactics to provide pinched consumers a freebie item that they can appreciate in a rather inexpensive manner (Ad Age 5.12.08). Funds for sampling programs, which have traditionally come from promotion budgets, are now being deposited from other accounts (i.e. traditional media, etc.).

With the advent of new technologies and messaging mediums, companies can now get the same impact from a sampling program as they would from a :30 national television spot... at a much lower cost. For example, Starbucks can generate hundreds of millions of free media impressions nearly every time it makes an offer or retrains its employees.

Why are sampling programs taking off?

1. The Economy (consumers are more cautious with their spending when there's less disposable income. Corporate marketers are hoping that a free sample will lead to an impulse to purchase)

2. They are an inexpensive means for having a one-to-one personal interaction with the consumer. Corporate marketers are now trying to enhance the quality of their impressions with consumers to drive a call to action.

3. Sampling research from Arcature has found that 80% of respondents would prefer a free sample to a coupon; 1/3 would be willing to come back and pay for something they taste and like

Who is sampling?

• McDonalds is holding its largest sampling event this week to introduce its Southern-Style chicken biscuit and Southern-Style chicken sandwich. The nation's fast food retailer plans on distributing 8MM sandwiches with the purchase of a specified drink
• Starbucks recently distributed coupons in newspapers offering a free cup of the brand's new blend every Wednesday through May and has launched a supplemental sampling program that allows consumers to try its different coffee varieties

Who is sampling in the sports space?

• NOS Energy Drink plans on giving away 20,000 22-ounce bottles of its product at this weekend's NASCAR Sprint All-Star Race at Lowe's Motor Speedway - believed to be the largest consumer sampling program of ALL TIME.
• McDonald's restaurants in WNBA markets will have POS ticket promos and players this Thursday and will make appearances in 10 league markets when the QSR "will give out millions of free samples of its new chicken products products as part of a national sampling day promotion." 

Source: Advertising Age - The New Mass Medium - May 13, 2008.

Some Great Nike Rugby Viral...

I came across a great Nike rugby clip that I wanted to share... Sometimes we can take best practices from non-traditional places and I think this demonstrates a great way to weave the sport of rugby into our everyday city culture.

Check out the clip when you have a moment. At the very least, it has a great opening gambit that will instantly grab your attention...

The Cavs Go 2.0 For Their Fans...

The Cleveland Cavaliers recently launched CavFanatic.com, a social networking site designed specifically for Cleveland Cavalier fans. The site marks a new wave in teams exploring the social networking space - the team has created a unique online forum that enables die-hard Cavs fans a way to chat, post blogs, share photos/videos, and create profiles and groups. The site falls in line with two (2) innovative social networking sites created by the Portland Trail Blazers and the Indianapolis Colts.

If you have a moment, check out CavFanatic.com as well as some of the other leading 2.0 social networking sites... It is the next revolution for connecting with your young fanbase!

• Iamatrailblazersfan.com (Portland Trail Blazers)
• MyColts.net (Indianapolis Colts)
• NHL Connect
• MyAFL
• TAKKLE
• MyHuskerSpace.com (Nebraska Cornhusker fans)

Utilize Local Celebrities to Drive Fan Engagement

Have you recently considered activation tactics that leverage hometown heroes? When was the last time you considered using a local celebrity to drive fan engagement at your venue? 

The Utah Jazz recently leveraged David Archuleta, a rising celebrity on Fox's American Idol, to sing the National Anthem before the team's Game 3 playoff matchup against the LA Lakers. The team had to fight through some rights issues with the producers of American Idol and representatives from the NBA, but the hard work paid off. Archuleta sang a great rendition of the song, raising the EnergySolutionsArena crowd to its feet. To complement the pre-game performance, David Archuleta served as "The Fan of the Game"; to which the Jazz leveraged his appearance by selling $5 4x6 photos of fans with Archuleta on the team website.

The Tampa Bay Rays recently executed a similar tactic, asking American Idol singer Syesha Mercado to perform the National Anthem before one of the team's home games. Check out the clip below:

Leverage Your Dance Teams and Cheerleaders...

I recently conducted an analysis to gain a better understanding for how each of the NBA teams were leveraging their dance teams and cheerleader units. The analysis was designed to provide a greater perspective for which categories/brands are aligning themselves with dance teams/cheerleader units and how teams are leveraging this asset.

The analysis revealed:

• There are at least twenty-three (23) different partnership categories aligned with NBA dance teams:
• Tanning, Cosmetics, Cosmetic Dentistry, Fitness Clubs, Hairdressing, Athletic Wear, Hair Products, Alcoholic Beverages, Fast Food, Television Networks, Vacation Destinations, Skin/Soap/Body Products, Non-Alcoholic Beverages, Luggage/Travel, Yoga, Personal Trainers, Casinos, Wireless Service, Photography, Boot Shops, Dance Centers, Boutiques, Jewelers
• There are four (4) primary partnership categories aligned with NBA dance teams/cheerleaders:
• Hair & Makeup
• Fitness Centers
• Cosmetic Dentistry
• Tanning
• There were three (3) major suprise sponsors:
• Carl's Jr. - Sacramento Kings
• Metro PCS - Detroit Pistons, LA Clippers
• Irish Spring - Toronto Raptors

Enclosed is a team-by-team breakdown of brands affiliated with NBA dance teams*:

• Atlanta Hawks – Beau Rivage Resort and Casino (Biloxi, MS), San Destin Golf & Beach Resort, MAC Cosmetics
• Boston Celtics – James Joseph Salon, Samsonite, Tan Works
• Chicago Bulls – Bud Light
• Cleveland Cavaliers – Smart Cover, Woodard Photography, Mind Body Fitness, Sauvage Swimwear, MAC Cosmetics, Capezio, Avon Boot Shop, Dr. Malcom Walters, DDS, Spotlight Dance Center, TNT Tanning, Lush Boutique, AG Hair Cosmetics, Jason Kelly (Body Art/Makeup Artist), Victorian Rose Apparel & Antiques
• Dallas Mavericks – Toni & Guy Hairdressing, Telos Fitness Center ,Reebok, Dallas Power House of Dance, Bed Head, Diva Hosiery, Planet Tan, Electrique Boutique
• Denver Nuggets – Skin Essentials, Cosmetic Dentistry of Colorado, Bally Total Fitness, Salon Illuminate, Wax in the City, Tan the Moon, Tech Tans, Carla Sanchez and the Performance Ready Team, CorePower Yoga
• Detroit Pistons – Metro PCS, Davincci Dental, Bianchi’s Salon & Spa
• Golden State Warriors – Christopher Michael Salon & Spa
• Houston Rockets – Charli’s Salon (Hair & Makeup), Fit Athletic Club (Fitness), Guy M. Lervis (Cosmetic Dentistry), Malibu Tan (Tanning)
• Indiana Pacers – Pepsi, Salon01
• Memphis Grizzlies – Horseshoe Casino & Hotel, 24 Hour Fitness
• Los Angeles Clippers – Metro PCS
• Los Angeles Lakers – MAC Cosmetics
• Miami Heat – Beverly’s Jewelers
• Milwaukee Bucks – Boston Store Clinique, Miller Lite
• Minnesota Timberwolves – Treasure Island Resort & Casino, River Bluff Dental, Planet Beach, revamp Salon & Spa
• New Jersey Nets – Lush Day Spa, Derion, Capezio, MAC Cosmetics, Beach Bum Tanning
• New Orleans Hornets – adidas, Franco’s athletic club, Elmwood Fitness Center, Premier Fitness, Planet Beach, Kenneth’s
• Orlando Magic – Forte
• Philadelphia 76ers – Metrotans Tanning Salon, Joseph J. Capista (Cosmetic Dentist)
• Portland Trail Blazers – 24 Hour Fitness
• San Antonio Spurs – Spray Soleil, FSN Southwest, YMCA of Greater San Antonio
• Sacramento Kings – Carl’s Jr.
• Toronto Raptors - Irish Spring
• Utah Jazz – Nuskin

*Team-by-team audit conducted by analyzing team webpages

Partnership Categories: Who's Hot, Who's Not

Which categories should sports marketing reps be targeting in early 2008? Which categories should they be straying away from? We all hear about the major players, but here are some insights on two (2) categories that are less discussed...

Who's Hot - Wholesale Retailers

As food and gas prices rise, the real estate market slumps, and Americans begin to feel the heat from the credit crunch, many are turning their shopping attention to Wal-Mart, Costco, BJ's, Sam's Club, and a few other of the nation's leading wholesale retailers. Marketers are seeing some clear changes in consumer behavior - people are driving shorter distances, making fewer shopping trips, and buying more items at a time. In March, Costco and BJ's saw monthly sales at stores open more than a year rise 7% and 6% respectively, even as overall retail sales fell 0.7%. The only sign of caution is that most of this growth has come from bulk purchases of food items, which happen to be the lowest-margin products on the shelves (Source: Businessweek, April 28.2008).

Who's Not - Casino's

Businessweek's March 19th edition revealed that the casino industry is rolling nothing but snake eyes in 2008 as consumers cut back on their disposable income and entertainment spending. The industry, once thought to be recession-proof, has experienced numerous downfalls in the past few months - Tropicana Entertainment filed for bankruptcy on May 5th and MGM Mirage saw earning sink 30% in Q1. Caution when approaching casino players, especially based in Las Vegas...

A New Wave in Sneaker Sales...

Onitsuka Tiger, a Japanese sports brand, recently launched a sneaker vending machine in London, England. Could this signal a new wave in retail sales for the shoe market? Most likely not, but it could be a great way to offer select merchandise to your fanbase. 

Teams and organizations can leverage similar retail tactics to sell merchandise and offer customized products. While this shoe retail technology is still in the early stages of existence, teams should begin brainstorming new concourse tactics that drive sales without incurring labor expenses. Retail vending machines may signal a great way for teams to offer fans team autographed merchandise (shoes, bats, balls, jerseys, hats, etc.) and excess premium giveaways.

The vending machines that Onitsuka currently uses can sell twenty-four (24) pairs of shoes at a time in six (6) different sizes and mirror a tactic implemented by Reebok in 2004.

Search for innovative ways to drive sales without affecting your bottom line!

Leverage Personalities to Drive Viral Efforts...

Are you looking to drive viral buzz about your product/service online? Many teams and corporate partners are now leveraging their athlete personalities through unique calling campaigns.

P&G's Degree for Men created an innovative viral campaign leveraging Chad Johnson in 2007. The program, leveraged through TrashTalk85.com, enabled users to select different messages that they wanted Chad Johnson to say to their friends. By clicking through a few online options, users could call their friends directly with a "Trash Talk" message from Chad Johnson...the program was a great way to leverage Johnson, deemed "The Ultimate Man of Risk" in an innovative messaging campaign.

The Florida Panthers recently leveraged the likes of goalie Tomas Vokoun and defenseman Mike Van Ryan to call ticket holders who had yet to renew for the upcoming 2008 season. The team is hoping that providing ticket holders the chance to have a once-in-a-lifetime opportunity to chat with their favorite players on the team will push some ticket holders over the edge to renew their season tickets. The tactic mirrored a similar move made by the Miami Heat, who utilized the services of injured players to make calls to ticket holders during halftime of a game in April (Source: The Business of Sports).

Capture Moments of Tradition at Your Venue

The following clip captures the Budweiser Clydesdales circling the Busch Stadium warning track during the 2006 World Series. The Clydesdales have made the historic lap on just a few major occasions at the ballpark in the past forty (40) years.

This footage serves as a reminder that we need to capture historic moments (playoffs, home openers, milestone games) in all types of media possible... With the recent advances in technology, you may be able to capture many different views of such events by simply calling out to your fanbase to share their personal footage.

Looking for B2B Solutions?

The Wall Street Journal recently featured a great article entitled, "New Breed of Business Gurus Rises". The article went on to profile Gary Hamel (Strategy Guru), Thomas Friedman (Columnist, NY Times), Bill Gates (Chairman, Microsoft), Malcolm Gladwell (Author), and Howard Gardner (Professor, Harvard) as the most influential business thinkers in the nation.

However, the article led me to wonder, who are the leading businessmen in sports? Who are the industry's most innovative thinkers? I landed on five (5) names that warrant recognition for their contributions to the industry:

• Michael Yormark (Florida Panthers)
• Brett Yormark (New Jersey Nets)
• Derrick Hall (Arizona Diamondbacks)
• Dan Migala (The Migala Report)
• Mike Veeck (Minor League Baseball)

In this article, I wanted to zero in on Michael Yormark of the Florida Panthers and an innovative B2B concept that his organization recently developed: www.bizteamup.com. Yormark and his corporate sponsorship team created BizTeamUp as a B2B solution to empower team partners, serve as a database for ideas and contact information, and act as a catalyst to solve B2B questions faster, easier, and more directly. Yormark and his team modeled the site after www.nascarpartners.com, but added more 2.0 capabilities to enhance sponsor communication and ideation. The site allows users to create profiles (similar to Facebook) and facilitate communication through an email-based system.

The Panthers organization designed the site strictly as a tool to benefit their corporate partners (not to generate revenue). However, the team foresees having the ability to sell the technology to other teams and/or create a subscription based model for non-sponsors to gain access to the network. Time will tell how much benefit is derived from this technological concept, but nonetheless, Yormark and the Panthers are making great strides to enhance their B2B capabilities!

Have You Seen This Zamboni?

Which partners are taking their activation to the next level in the NHL?

Gillette recently made a strong case for itself by creating a unique Gillette Phenom Zamboni through its partnership with the Boston Bruins. The zamboni, featured in the Migala Report's March edition, is a creative way to demonstrate the razor's "close shave" capabilities in-arena...

For those interested in seeing other creative ways to leverage zambonis, check out the Zamboni Gallery.

Looking for Help with Recaps? Use These Two Tools...

Are you looking for help on your recaps? Are you searching everywhere for pictures that capture client activation? Are you looking for new ways to present stadium layouts?

If so, take a moment to check out the two (2) tools listed below...

Flickr (www.flickr.com) - Flickr is a website that serves as a community for general consumers to post pictures of events they attend, etc. If you have a minute to check out the site, use the “Search” function to see if there are any photos that you could pull to enhance your recaps, etc. Your best bet may be to use simple search terms (Miller Lite vs. Miller Lite racing) and then quickly scroll through the photos… There are some great consumer engagement photos and you may be able to capture some additional photos of signage, personalities, and competitor footprints.

• Flickr is the most popular stand-alone photo site - It grew 56% in the past year and had 44.4MM global visitors in March. The site currently has 26MM members.
• Other photo sites include: Picasa Web Albums, Photobucket, ImageShack, and Fotolog... but Flickr is by far and away the best! 

Google Earth (http://earth.google.com/) - Google Earth is an incredible tool to use for providing detailed layouts of venues, footprints, etc. Download Google Earth by clicking the link above and navigate through the program using keywords (address, names of places, etc.) and then do a screen shot (using the Print Screen function) and cut and paste the image into Paint. Once in Paint, select the area that you would like to submit into your document and cut and paste. To reduce file size of your picture (which is normally 2-4MB), make sure that you use the Compress Picture function.

Golf Coverage of the Future...

IBM featured a terrific commercial during this year's Masters tournament in Augusta. The commercial profiles the impact that technology will have on the golf fan's viewing experience in the future... Check out the clip below!

Activation Gallery Update: Sports Billboards

Tonight I posted over 100 new pictures of innovative sports billboards from across the globe. Outdoor tactics included in the gallery cover everything from basketball to rugby. There are some great ideas, so if you have a moment check it out here.

If you have any suggestions of content or pictures that you would like to see, please contact me at bgainor@partnershipactivation.net!

Nike Football (Soccer) Does It Again!

Nike's Football (soccer) team has done it yet again... The company enlisted the services of Guy Ritchie to create this amazing commercial, which details the life of an Arsenal soccer player. Check it out below!
 

Some Notes from Ohio U's Symposium Weekend...

On Saturday of Symposium Weekend, the Ohio University Sports Administration program featured presentations from three alums who have risen to the top of the ranks in their respective industries:

• Scott McCune - VP and Director, Integrated Marketing, The Coca-Cola Company
• Jim Beeman - U.S. Retail Brand Marketing Director, Nike
• David Johnston - Director, Sales and Marketing, CBS Collegiate Sports Properties

I wanted to take a moment to share some key information from their presentations as they provided some great insights:

JIM BEEMAN, Nike

• Jim talked about shifts in consumer behavior as it relates to consumer experience, customization, digital acceleration and community.

DAVID JOHNSTON, CBS Collegiate Sports Properties

• The Economy's Effect on The Sports Industry
• Noted that the economy's current status is the best thing for the sponsorship space because it weeds out all the companies who are not truly committed and makes the industry as a whole less cluttered; added that we should have a better idea of where the idea is headed (and the role/future of rightsholders) in the next three years
• The Role of Rights Holders in the Industry (i.e. ISP, Learfield, CBS Collegiate, Nelligan, IMG College)
• Fifty-seven (57) of the major sixty-six (66) university athletic departments have national rights holders
• Notables that do not have national rights holders: NC State, Ole Miss, Mississippi State, Arkansas, Navy, and Notre Dame
• Outsourcing
• Companies outsource because of eight (8) primary reasons: Financial stability, expertise, focus, cost savings, capital investment, brand building, tax considerations, and staff compensation limitations
• There are four (4) primary reasons why organizations choose NOT to outsource: control, tradition, margins, authenticity
• The Multi-Media Rights "Revenue-Value Model" Consists of:
• Property Reps
• Agencies
• Sponsors
• Properties (measured based on size (value, relevance) and scope (global, national, regional, local)
• Cost Centers
• Players, coaches, facilities, marketing, legal, travel, insurance, event management
• Revenue Generation
• Consumer - tickets, development, merchandise, concessions
• Corporate - sponsorship rights, media rights, apparel rights, pouring rights 
• Management

SCOTT MCCUNE, The Coca-Cola Company

• Studies reveal that 79% of Chinese consumers are excited and proud about the Olympic Games
• Sprite is the #1 Preffered Soft Drink in China; Pepsi is #2; Coca-Cola is #3 (a large reason behind this is that Sprite is a much more favorable drink than Coca-Cola when it is served warm; Coca-Cola's push in China will center around serving ice-chilled Coca-Cola)

Take Your Venue Locales/Promotions Online!

Are you looking to drive awareness/demand for your promotions, suite levels, and VIP areas? Bring these ideas to life in your team's online space, where you can drive traffic and enhance existing assets.

For a "Best Practice", look no further than the Milwaukee Bucks' Miller Lite Home Court page, where users can win tickets, ask questions, watch video, and even check out photos from their time spent at the game.

The Bucks organization drives traffic to the website by featuring an icon in the right sidebar that is attention grabbing and intriguing. Once users click through and verify their age identification they are given full access to check out all of the area's amenities. Best in Class!

Capture Your Fans' Social Network

Are you looking to tap into your fans' social network? If so, which non-traditional initiatives have you implemented in the past year to capture their attention in this space?

The Milwaukee Bucks are a leader among others (Portland Trailblazers, Indianapolis Colts) who have made significant efforts to capture their fans' attention in the online space. The Bucks feature a "Social Section" sidebar on the organization's main page, highlighting their presence on Myspace, YouTube, Facebook, and MyNBA.com. This is a very cost-effective way to drive fan awareness for new ways to connect with the team during the off-season and off-days during the regular season. When you have a moment, check out their sites:

• My Bucks World (Myspace)
• YouTube.com/user/bucksdotcom
• Bucks Facebook
• My Milwaukee Bucks

Note: The Bucks didn't hide their social applications within their team site. They created a unique space on the site's sidebar for these elements to live and drive fan interaction. This is a vital component to their success!

Think Global, Act Local

Think global with your partnership decision making. Each of the major sports leagues in the United States have taken proactive approaches to drive their businesses, so it essentially time for you to mirror their actions... An article from Adweek (4.7.2008) entitled "Farther Afield" drove the thinking to post this article, as it made a collection of interesting points:

Looking at Sponsorships with a Global Focus

• The sponsorship industry in the United States is expected to grow significantly through 2010, climbing to $12.4BN in the U.S. (up 17% from $10.6BN in 2008)
• Similar sponsorship growth is expected in Europe, the Middle East, and Africa; sponsorships and related fees are projected to climb 16% to $10.7BN by 2010
• Sponsorship deals in the Asia-Pacific region are expected to grow by 26% to $9.6BN by 2010

The extended reach of American Sports

• National Basketball Association (NBA) - A global brand
• Major League Soccer (MLS) - The game of soccer is a global brand - the MLS is looking to expand its reach through the SuperLiga tournament (held in July-August '08) and attracting global superstars like David Beckham
• Major League Baseball (MLB) - An international brand with limited appeal
• National Hockey League (NHL) - An international brand with limited appeal
• The NFL is neither international nor global – it is an American sport with a long learning curve ahead – but it’s operators are determined to make it a global franchise

Leagues are taking steps to extend their reach

• The NHL is featuring its second annual NHL Premiere event, an international series with four (4) games in Prague and Stockholm.
• The NFL featured a game between the Miami Dolphins and New York Giants at Wembley Stadium (England) and recently announced that the Buffalo Bills will play one regular season game in Toronto, Canada over the next five (5) years
• MLS created the SuperLiga tournament, pinning American and Mexican men’s national soccer teams
• The NBA will host a 2008 European Tour, playing regular season matchups in Paris, Berlin, Barcelona, Spain, and London
• Major League Baseball held a two-game opening day series in Japan (Oakland Athletics vs. Boston Red Sox)

Sponsorship Involvement

• Pacsi, a Tokyo-based tire company, invested in the NFL international series because its company’s marketing is broken up into Asia, the Americas, and Europe
• Through the deal, Pacsi received field-level signage (not offered in the U.S.)
• Bridgestone and American Airlines have been very active sponsors in international deals
• Bridgestone was the title sponsor of the Bridgestone International Series (the Dolphins-Giants matchup at Wembley)
• Bridgestone received advertising units on Sky TV, on-air billboards during the telecast, pre-game tune-in spots the week prior, and game day advertising
• The game was broadcast in 200+ countries and in 21 languages via 31 media partners
• Signage received a combined 3:35; valued at $1.6MM in comparable exposure value
• Bridgestone also signed on as a partner of the NHL Premiere event
• American Airlines uses its partnership with SuperLiga to target younger, upscale Hispanics who are inclined to travel (particularly among individuals who reside in the U.S. but were born abroad)
• Pepsi and EMC sponsored logo patches on the sleeves of Red Sox and Athletics’ players during the MLB’s two-game opening day series in Japan