Looking to Connect Your Brand with Athletes?

Sponsors interested in connecting their brands with professional athletes and entertainers should check out Pro Player Connect, an online environment that serves as a portal for connecting businesses and athletes. The site is still in its beta stages but serves as an innovative means for providing companies an easy way identify and connect with athletes interested in engaging in collaborative efforts.

Currently, the site connects businesses with athletes but future plans will enable professional athletes to reach out to businesses and have the ability to connect with other athletes. All sponsors have to do is complete five (5) easy steps:

1. Identify potential athletes to align one's product/service with
2. Create an offer on the site
3. Send the offer directly to the athlete for their review
4. Communicate through a messaging system
5. Complete the offer acceptance - five easy steps

The site states that 12,700 offers have been made in its existence and 421 athletes have joined on. The site boasts a solid list of athletes but lacks some star power... Some partnering athletes include:

• Chidi Ahanotu (NFL – Retired)
• Darnell Autry (NFL – Retired)
• Rich Aurilia (MLB)
• Shawn Barber (NFL – Eagles)
• Jon Beason (NFL – Panthers)
• Donald Briere (NHL – Flyers)
• Chad Brown (NFL)
• Nate Burleson (NFL)
• Keith Byars (NFL – Retired)
• David Carr (NFL)
• Dallas Clark (NFL)
• Dale Davis (NBA)
• Rueben Droughns (NFL)
• Kasey Kahne (Motorsports)
• Lawyer Milloy (NFL)
• Julius Peppers (NFL)
• Bill Romanowski (NFL – Retired)
• Steve Smith (NFL)
• Chester Taylor (NFL)
• Gino Torretta (NFL – Retired)
• Michael Waltrip (Motorsports)

Sponsors: Find Authentic Brand Ambassadors

Are you looking for an "authentic" brand ambassador - a celebrity that truly does use your product? With media and technology in today's day and age, it is easy for consumers to see through the "fake" celebrity brand ambassadors, but consumers cannot discount a person who truly does use a sponsor's product or service.

For insights on "authentic" brand ambassadors, check out CoolSpotters.com.

CoolSpotters.com is a social networking platform that allows consumers to discover and share which products are used by celebrities in movies, on television, and in their personal lives. The site is still in its Beta stage, but should evolve into a very popular online space for consumers obsessed with their favorite personalities.

If you have a moment, check it out!

Online Advertising Insights...

How much resources does your organization put towards online advertising? While many teams/university's outsource these rights to companies like CSTV, it is important to be cognizant of where the industry is headed...

How big is online advertising?

Internet-ad revenue notched $21.2BN in 2007, an annual growth rate of 26%...figures higher than both radio and cable ($20.9BN)... Those numbers are astounding. Online advertising is growing rapidly - Q1 2007 saw $4.9BN in online spending... by Q4 2007, those figures amassed to $5.9BN in spending.

Which categories are the biggest spenders?

1. Retail (45% of consumer online ad revenue)
2. Automotive (21%)
3. Leisure (13%)
4. Entertainment (9%)
5. Packaged Goods (8%)

Which area of online advertising will be a hot spot in 2008?

Video. Video only accounted for 2% of online ad spending in 2007, but look for this category to rapidly increase in 2008.

In other words, stay up-to-date with the digital world... It is the future. If you are selling retail and automotive partners on partnership deals, make sure that you understand how heavily they weigh this component (although this money often comes out of a different bucket). Nonetheless, be cognizant of trends within the industry! For some insights on banner ad "best practices", check out the Activation Gallery!

Source: Advertising Age (5.15.2008)

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.

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...

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).

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.

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!