The Titans Use Online Coupons to Drive Merchandise Sales...

Are you looking for new ways to drive team merchandise sales? Are you looking for ways to encourage fans to buy into your team's new branding campaign?

Prior to its MNF matchup against the Indianapolis Colts, the Tennessee Titans created a "Titans Code Blue" promotion to drive fan loyalty and sales of the team's new Code Blue merchandise. The Titans' Code Blue promotion asked Titans fans throughout the region to wear light blue to school, work, and the team's Monday Night game.

To spur fan interest and sales of the Code Blue merchandise, the Titans offered an online coupon on the team website good for a 15% discount at the Titans Pro Shop at LP Field.

The Titans spurred their fan base to purchase the team's new Code Blue merchandise with a unique call-to-action:

"Be One Of Nearly 70,000 Fans Wearing Titans Light Blue And Become A Part Of Monday Night Football History! Stop by the Titans Pro Shop with this coupon or visit any other area retailer to get your Titans light blue gear."

The team partnered with LP Building Products and CMT to provide light blue t-shirts to all fans attending the game and drove awareness for the promotion through a theme-specific online page, video board signage and graphics.

How Seriously Do You Promote Responsible Drinking?

Are you looking for new ways to alert fans in-venue that they should drink responsibly when attending games at your venue? Are you looking to implement new performance level signage to promote important messaging?

The Vancouver Canucks feature a unique piece of rinkside signage that is used to effectively promote responsible drinking (the messaging reads, "Plan Ahead. Drink Responsibly"). The signage is located two (2) rows behind one of the goals inside their home arena, General Motors Place.

Using signage that is prominently positioned behind one of the nets (drawing eyeballs), the team is doing an effective job reminding fans of the team's stance on a serious fan-related issue. Consider implementing a similar signage piece in your venue!

Gonzaga Creates an Incredible Online Sales Tool...

Are you looking for a new, unique way to drive season ticket sales? Are you looking for a creative way to engage fans online?

The Gonzaga University athletic department recently introduced a new online marketing campaign that is incredibly well done. The campaign, entitled "Inspired Season" was created to drive season ticket sales for the women's basketball team.

Gonzaga marketing personnel collaborated with Magner Sanborn Advertising Agency (based in Spokane, WA) on the video's production, conception, and software creation. What is unique about the video is that it incorporates both customization and mobile usage - two facets that will definitely drive buzz and interest amongst fans and persons working throughout the sports industry.

To view the video, one must provide his/her name and phone number, but the University is not databasing this information. It is strictly using it to customize the piece for each viewer. However, note that you should be ready to answer your mobile phone while watching the video...

Hats off to the marketing personnel at Gonzaga for creating this creative online sales tool that can be benchmarked throughout the sports marketplace!

Ignite Fan Message Boards...

Are you looking to ignite your fan message boards? Are you looking to generate positive buzz for your organization amongst your most avid and thunderous fan base?

Properties should consider offering exclusive promotions for fans that fill up team message boards on a daily basis. Teams can offer these users (who often become very vocal and respected in the online realm) with online ticket offers (using a limited edition promotional code), exclusive meet-n-greet opportunities (information can be obtained from user profiles), and leftover premium items.

When the team is not performing well and the media is becoming skeptical of personnel within the organization, it is important to maintain the support of the team's avid supporters and little incentives can make all of the difference.

Teams should also consider bringing supporting partners into the mix to help drive some positive buzz their way. For example, the Columbus Blue Jackets could collaborate with team partner Huntington Bank to create a "Take It to the Bank" promotion that is advertised on the team'smessage boards. For a limited time online, the Blue Jackets and Huntington Bank could offer a deal where fans can redeem each of their ticket stubs for $1 at a specific Huntington Bank location (meaning they could walk away with $45 at the end of the season). A little value can go a long way with fans, especially if teams are anticipating a long off-season.

Many team Presidents and General Managers have implemented such initiatives - usually to much success. Properties can offer their avid online users a variety of offers (listing a promotional code on the discussion board for a limited time) - $10 off tickets, free lowerbowl seat when purchasing an upper bowl seat, loaded tickets, discount on concessions/merchandise, all-you-can-eat offers, meet-n-greet opportunities, etc.

Turn discussion board conversations in your favor with simple, yet effective tactics!

Are You Capitalizing on Marketing Through Different Modes of Transportation?

Are you looking to market your brand through non-traditional channels? Are you looking for new ways to penetrate the local marketplace?

As companies continue shifting their traditional advertising dollars (television, radio, etc.) into more non-traditional means and live marketing experiences, the transit industry has begun to experience a boom in new advertising revenues.

Why? Companies are trying to ingrain their brands in people's every day lives and are doing so by placing them everywhere from subway turnstiles to digital banners on buses to branded automobiles. The New York Metropolitan Transportation Authority (MTA) was able to generate $106MM in ad revenue alone in 2007 and plans to generate nearly $125MM in 2008 (Source: Advertising Age 10.28.08).

What does this mean for sports marketers?

Different modes of transportation are becominga more relevant means to market properties, brands, and ticket/sales promotions to every day consumers. As companies continue to find buses, subways, taxis, and other modes of transportation increasingly relevant for marketing their messaging, new technologies will soon follow. The Chicago Transit Authority is planning to equip 100 city buses and all 144 rail stations with 1,500 digital displays by the summer of 2009.

Looking for ideas on ways to capitalize on this phenomenon?

Here are some examples of sports properties using different modes of transportation to market their brands:

A Look at the NFL - Week 9

Here is a quick look at some best practices and unique tactics from around the NFL during Week 9:

Ravens Remember the Troops - The Baltimore Ravens honored the U.S. troops fighting in Iraq on Sunday by featuring a live feed from the U.S. Tallel Air Base in Iraq on the team's jumbotron (a great way to honor the troops and leverage military-related sponsors). The video board segment was part of the team's Iraq Soldier Family Reunion initiative

NFL Uses "Soccer Signage"During Saints-Chargers Game at Wembley - To drive awareness of the NFL's 2008 slogan (Believe in Now) and the two (2) teams competing in the league's 2nd game at Wembley Stadium, the NFL used traditional soccer signage during pre-game festivities. It is only a matter of time before this type of signage is implemented in the United States.

The NFL Features A Float at Wembley - The NFL featured a float that circled the field at halftime during the Chargers-Saints game played at Wembley Stadium. Enabling sponsors to brand floats that circle the field (in baseball/football) is an additional piece of inventory that teams can provide sponsors (this can be implemented during select games (e.g. Sunday games), throughout the season, or on a special day (July 4th)

Broncos Celebrate Touchdowns with Explosions -When the Denver Broncos score touchdowns at Invesco Field, the team blasts fire explosions from the top of the stadium - hopefully the team can get creative with a sponsor to brand the celebration!

Eagles Feature Branded Jet - The Philadelphia Eagles have collaborated with US Airways to brand their team jet... If your property forms a partnership with an airlines sponsor, this is a piece of inventory to consider including in the agreement.

Dr. Pepper Gets Creative with its Branding - Dr. Pepper has come out with some pretty unique football-themed cans to drive sales

Jets In-GameAnnouncer Uses Branded Backdrop- Are you looking for ways to deliver incremental visibility for your partners in-game? The NY Jets feature a sponsor-branded backdrop behind their in-game host... A pretty interesting way to drive some more eyeballs towards your sponsors on the jumbotron!

Consider Crosstown Franchises as Partners, Not Rivals...

Are you looking to target new, avid sports fans in your local marketplace? Has your organization considered partnering with a crosstown professional franchise to create a unique promotional offer?

In April, the Chicago White Sox and the Chicago Blackhawks formed a unique partnership designed to promote one another's brands in-venue. The marketing partnership enabled the Blackhawks to host a theme night at U.S. Cellular Field, incorporate hockey-related promotions during innings, and sell tickets to prospective fans on select occasions. The teams are even exploring new cross-promotional ticket sales tactics to offer fans.

During the season, the Blackhawks featured a "Shoot the Puck" competition each game atop of the dugout and held a "Blackhawk Night" at the park on September 9th, where players and legends made appearances and the team sold '08-'09 game tickets. The game attracted 1,000+ Blackhawks fans on-hand to support both franchises.

Throughout the season, the White Sox also incorporated Blackhawks players into video vignettes (Blackhawks players wore White Sox jerseys on the video board for the home opener) and utilized the Blackhawks' goal horn as the team's home run horn. The Blackhawks will return the favorby hosting "White Sox Night" at the United Center, among other a number of other initiatives during the '08-'09 season.

Executives forthe White Sox and Blackhawks see a lot of similarities between fans of the two teams. Brooks Boyer, VP and CMO of the White Sox retorted, "We share a very similar fan base, one that places the utmost value on winning and demands it from their teams. Our visions are anchored in passion, pride, and tradition, mirroring the values of our fans."

The White Sox and Blackhawks are not the only professional organizations realizing the power of cross-promotions. Doug Sell recently featured a great article in the Veritix Sports Marketing newsletter (10.23.08) about how the Philadelphia 76ers and Philadelphia Phantoms created a way to capitalize on the Philadelphia Phillies' recent success.

When the Phillies recently hosted a 4:30pm NLCS home game at Citizens Bank Park, the Phantoms and 76ers offered any fans with a ticket stub to the Phillies game the chance to attend their games (being played later that night at 7pm) for free. The free admission offered to Phillies fans was offered on a first come, first serve basis. The offer proved to be a great way for the teams to capitalize on Phillies fever!

Cuban Uses Political Buzzword to Fuel Mavericks' Brand...

Are you looking for a unique way to capitalize on buzzwords?

Mark Cuban, owner of the Dallas Mavericks, has made it his mission to take back the term, "Maverick". Ever since the Vice Presidential Debates began, the McCain-Palin campaign has used the term loosely, leading Mavericks owner and HDNet chairman Mark Cuban to say enough is enough.

On his blog, Cuban blasted the press for supporting McCain's maverick references and mythology. Last week, he decided to use it to his team's advantage by implementing the slogan, "The Only Mavericks that matter" as its pre-season campaign.

Cuban claims, "It's time to return the Maverick name where it truly belongs. On our jerseys." He then went on to remark, "Should I just put McCain on the back of a Mavericks jersey and have someone selling them at Republican rallies and on their website?? Not that's an idea!"

It looks like he is on to something... Prediction: Knowing Cuban, there will be a McCain spotting at a Mavericks game later this year... The guy is a salesman and won't let it slip by...

Nike "Wraps Up" Its Rugby World Cup Sponsorship...

Are you looking to support your partnership investments with a unique brand building campaign? Are you looking to drive awareness for your affiliation with an event in a high-traffic marketplace?

Nike created a unique brand building campaign in Paris, France to support its sponsorship of the Rugby World Cup. Nike re-branded several high-traffic retail locations (cafe's, lounges, restaurants, local shops)throughout Paris with a uniquewrap - check out the photos below!

 

A Look at the NFL - Week 8

Here is a quick look at some best practices and unique tactics from around the NFL during Week 8:

Buccaneers Honor Alstott Using a Card Stunt - During halftime of the Tampa Bay Buccaneer's Sunday night matchup against the Seattle Seahawks, the team honored Mike Alstott with a special halftime ceremony. On what was designated "Mike Alstott Night", the Buccaneers featured a unique halftime card stunt which spelled out the number 40 in the crowd seating in the end zone.

The team also paid tribute to the legendary fullback by introducing his name in the starting lineup,allowing him serve as the honorary captainfor the coin toss, and by showing his career highlights on the video board throughout the game.

Houston Texans Honor Hometown Olympic Heroes -During halftime of the Texan'srecent home game against the Detroit Lions, theteam honored Hometown Olympic Athletes, includingHouston Rocketsstar Yao Ming (although they incorrectly listed him as a member of the U.S. Olympics Men's Basketball Team). The team's Hometown Heroes program is sponsored by Halliburton.

Oakland A's Feature Signage During Raiders Games - Using a great cross-promotional tactic, the Oakland A's prominently feature team signage adjacent to the jumbotron during Oakland Raider home games.

Seattle Seahawks Fans Get Creative With Their Facial Hair - If sports marketers ever needed a reminder why Gillette and Schick spend money in the sports space, here is their answer.When game day comes around, fans always find a way to get creative with their shaving.

The Redskins Need Your Vote - Capitalizing on "Election Fever", the Washington Redskins released a new campaign designed to drive fans to vote their favorite Redskins into the Pro Bowl. On the team website, the Redskins use HOFers Sonny Jurgensen and Sam Huff to encourage fans to vote.

How Effectively Does Your Property Market Its Stars?

Is your league/property effectivelypromotingits star athletes?

There isn't a league that understands and markets its starpower better than the National Basketball Association (NBA). The NBAhascreated a fantastic '08-'09 media campaignthat educates the general consumer baseon its star athletes, painting aclear picture of their personalities and the impact theymadein the league.

Take a moment to check out three (3) of the league's newest viral clips that drive fan excitement for the upcoming NBA season:

MAKE Fans Notice Your Brand at Games...

Are you looking for a way to drive awareness for your brand in-venue more effectively?

Mexican brand marketers have found a simple solution to drive eyeballs towards their signage at soccer games played in Estadio Jalisco, Mexico's third largest soccer stadium. The answer? Sex sells (everyone knows it, but is everyone doing it in the sports space?)

Mexican brand marketers hirefive (5)to eight (8)models to stand along the sidelines and hold their signs for the duration of the game. While some persons may take offense to this marketing practice, brands have found that this has proven to be an effective medium to drive awareness at a minimal cost insporting events around the world.

If a brand like Axe implemented such a tactic in front of a student section at a football game, wouldn't one expect to see a high consumer recallfor their brand post-game? It could make a lot of sense for certain brands...

Here are a few examples of the strategy in action:

How are Products Sold to Consumers at Your Venue?

When products are not selling well at your venue, how often do you think to re-tool its method of delivery?

In some cases, a slight change might do the trick. To spike product sales:

• Find ways to demonstrate to fans that you value the product you are selling to them (e.g. the Guinness example below)
• Find unique ways to make the buying process an experience (e.g. the Boston Clam Chowder example below)
• Find innovative ways to differentiate the product from others in-venue (if hot dogs are a high margin item that you want to push at your baseball stadium, find unique ways to sell consumers on the fact that it is a baseball past time to take in a game with a hot dog in your hand)

Here are two (2) examples of unique methods of product delivery in-venue:

Guinness Holder - Hong Kong Stadium

Guinness found a way to enhance their method of delivery at Hong Kong stadium - simply changing the packaging that it used to deliver its products. Instead of having beer vendors deliver its Guinness product in mass trays (which we typically see in the United States), it distributed specific beer holders to demonstrate to fans that they should receive the perfect pour and no beer will go to waste in the delivery process... Talk about picking your brand up a notch at the ballgame!

Soup Delivery - Fenway Park

It's one thing to say that you ate New England Clam Chowder at Fenway Park (pretty unusual, eh?). It's another to say that you were served New England Clam Chowder at Fenway Park by a vendor who balanced and delivered it on their head.

Are there other unique products that your organization can take from the concourse level and offer to fans in the ballpark via vendors? Fans have become so accustomed to receiving beer, peanuts, popcorn, cotton candy, soda, and pretzels from vendors roaming the stands - but are there higher margin items that your property can also sell to fans sitting in their seats? Especially if we are talking about a product that you are introducing to fans at your venue for the first time? It is a thought worth considering...

Are You Looking for this (Bacon Salt) Man?

Has your organization ever been fooled by a unique guerilla marketing tactic? Are you looking for ideas on ways to create a guerilla marketing campaign that will drive awareness for your brand?

The makers of J&D's Bacon Salt found a unique way to drive awareness for their brand - by suiting up an employee in a bacon outfit and having him make appearances at high-profile football tailgates and sporting events.

While the Bacon Salt Boy "illegally" takes pictures, schmoozes with fans, and distributes product samples and branded beer coozies, property representatives work their powers to track him down and have him removed from the grounds for his frowned upon guerilla marketing tactics. Fans however LOVE this guy.

It turns out that the mystery Bacon Salt Boy has made appearances at sporting events across the The Bacon Man at work on his costume prior to the OSU gamenation... Check out the events that he has recently been to below - will he show up at your event next?

• Seattle Seahawks vs. Green Bay Packers - 10.14.2008
• Cincinnati Bengals vs. Cleveland Browns - 9.28.2008
• Ohio State Buckeyes vs. Minnesota Golden Gophers - 9.27.2008
• Gotham Girls Roller Derby Halftime Show - 9.17.2008
• Seattle - The Main Stage Comedy Club - 9.1.2008
• UNC Charlotte vs. Xavier basketball game - early 2008

Here is a clip of Bacon Salt's haltime entertainment during the Gotham Girls Roller Derby - the company featured a Bacon vs. Salt race:

The Bacon Salt Boy is scheduled to face-off in a Mayonnaise Wrestling fight versus the Seattle Mudhens women's rugby team, the Seattle Semi-Pro Wrestling League's all-star wrestlers, and The Bacon Girls on October 30th (at Heaven's Night Club - Seattle). Look for more on J&D's Bacon Salt guerilla marketing heroics!

Looking for a Unique Way to Launch the Season?

Is your organization looking for a unique way to launch the start of your season? Are you looking for ways to incorporate corporate partners into a gala type of event?

The Chicago Blackhawks kicked off their 2008-09 season with a special red carpet event on Madison Street before facing off against the Nashville Predators later that evening. The event, held from 5:00 to 5:30 pm, provided Blackhawks fans with a way to get close to their hockey heroes and served as a way for the team to give back to the general public.

The 2008-09 Blackhawks players arrived at the United Center in front of Gate 3 and were introduced before walking down the red carpet into the arena. The event featured Color Analyst Eddie Olczyk as the master of ceremonies and President John McDonough as a guest speaker. Celebrities on-hand for the event included Blackhawks legends Stan Mikita, Jim Pappin, Cliff Koroll, Jack O'Callahan as well as the team mascot and the Bud Light Ice Crew.

Unfortunately, despite the red carpet display, the Blackhawks lost to Nashville 3-2 in a shootout in front of 21,712 screaming fans in attendance for the home opener.