Let's be honest, in athletics, there's a ton of information that needs to be communicated to your fans and a multitude of platforms to do it. We're talking hundreds of games, events, and student athletes each year. And you need to cover your social media bases with Twitter, Facebook, Snapchat, Instagram, Gryzzl, etc, etc. That's an overwhelming and time-consuming amount of work. In addition to that, most schools don't have the luxury of having one person responsible for all of their many accounts. So, in order to make sure you have a cohesive brand look across multiple accounts, it's best to have some assistance. If only there was some sort of tool to help you out?
We partnered with several schools to create social media template packages tailored to each of their needs. This gives each school a cohesive library of templates created specifically for them. A few examples include:
Final Score Graphics
Player of the Game/Week
Player / Coach / Team Awards
These templates enable each school's marketing and sports information departments to update text, photos, logos, and other elements within each template so that they can post information quickly across many sports. They can also be sized to work across multiple platforms so that the messaging looks the same on Facebook, Twitter, Instagram, the official athletic website and more. Additionally, all of the templates are created to complement each other, so the information being posted across the athletic department looks clean, polished, consistent, and most of all - ON BRAND.
Check out how some of our partners at Duke, Pitt, Marist and FIU are all using the custom templates that we created for each of them....
Give us a call to learn more about how we can help bring your brand together online and create tailored graphic templates for you!
At the 2016 NACMA Conference, Old Hat lead a presentation on marketing automation. We highlighted the success of RaiseUpCarolina.com, a ticket sales website built for UNC that has helped increase ticket sales revenue by more than $500,000 and aided in selling out their premium seating areas for the first time ever. Marketing automation is one of the tools we used as a part of that project. We took a uniquely positioned website with a great user experience that built excitement for a specific program and turned it into a ridiculously effective sales tool.
A lot of people think of marketing automation as a ticket sales tool, in and of itself. I disagree. I don't think of marketing automation as a tool any more than I think of the handle of a hammer as a tool. The handle of a hammer is only effective if it has the head and/or claw of the hammer. Without one or both of those, it's completely ineffective in achieving its goal. Marketing automation is no different. Without combining marketing automation with other elements to drive results, you're stuck with something as ineffective as the handle of a hammer would be in driving nails.
Some ticketing companies are starting to offer marketing automation as a part of their platform. First, fans visit a school's primary athletic website, navigate to the ticket portal and then their activity is logged and put into the automation system. That information is segmented into audiences and communicated based on their interest on the site. However, there's one major problem with this approach: It's predicated on the idea that people are already interested in coming to those events. If they already want to come, attendance wouldn't be an issue in the first place.
Think about it this way: using marketing automation on a ticket portal through a primary athletic website (goheels.com, for instance) is like putting a ticket sales phone number on a blank, white piece of paper and posting it on a telephone pole on a street corner. It's boring, uninviting, really hard to find and once you do find it, it does nothing to actually make you want to attend the event.
Marketing automation is an amazing way to help increase ticket sales and attendance, but tracking fans' activity on a ticket portal that no one is coming to doesn't take advantage of the power of marketing automation. If no one is coming to your ticket purchasing pages, you're not going to have anyone to track.
Marketing automation is simply a piece of a ticket sales tool. And here are the three things that render it completely ineffective.
1. Dedicated Ticket Sales Site
Again, the problem isn't that people don't know when/where the games are. The problem is that they don't want to come. Simply providing information is not enough. You have to create an interface that builds excitement. Look at your primary website real quick, select any sport, click to purchase tickets and determine if there's anything about that page that actually makes you excited about that sport. If the answer is yes, you're a step ahead, but you're still faced with the issue of forcing people to have to navigate through information about 25 other sports before they find the one they want to buy tickets for. There's a reason the producers of The Avengers built a website just to build excitement about that movie rather than just making it one of many options to look at on the production company's website. And there's a reason that every other major movie does the same thing. Using your primary athletic site to drive ticket sales is a mistake.
2. Off-Season Marketing Campaign
Most of the time, the marketing that takes place for a specific sport happens in the weeks leading up to the start of the season. It will typically continue through the season, but once the season ends, the marketing ends. Sure we send out ticket renewal letters and other information, but most of the time we cease to continue to make them excited about that sport. What we should be doing is actually ramping up our marketing efforts as the season comes to a close and keeping those marketing efforts going the entire off-season. One of the reasons RaiseUpCarolina.com was so successful is because it launched right at the end of the football season. Then, throughout the winter and spring, we were consistently pushing people to that site through a comprehensive marketing campaign. Because we were continually driving traffic to the site, marketing automation was able to do what marketing automation does. If you're not continually driving traffic to your site, you're not getting the most bang for your buck in what you're spending on marketing automation.
3. Digital Marketing Strategy
As discussed, marketing automation is only one part of a much larger puzzle. It is a force multiplier, much like the handle of a hammer. A hammer's head will drive a nail if you hit it hard enough. Add a handle to that head and it amplifies the force exponentially and makes driving that nail a lot easier. Marketing automation is the piece of the tool that makes your efforts exponentially more effective in driving ticket sales. What can make marketing automation even more effective? Other digital strategies that augment marketing automation. One example is geofencing. We can identify an area where you have a potential base of ticket purchasers and target them by geofencing that area and serving them digital advertising through whatever site or app they spend most of their time on. For instance, let's say you have a loyal and passionate fanbase at your basketball games, but those fans aren't coming to your football games. We geofence your basketball arena and all your fans have to do is use their phone to access the web in any way during that event. Once they do, we can then serve them ads on Facebook, Google, etc. to drive them to purchase. These ads will push them to your website where they then enter your marketing automation platform and now you're hitting them from all angles.
There's no question that marketing automation is powerful. A $500,000 increase in ticket sales at UNC is enough to prove that point, but it took a lot more than marketing automation to make that happen: A good program, a great marketing staff, a ticket sales team, a dedicated ticket sales website, an off-season marketing campaign and marketing automation. This season we'll be implementing a comprehensive digital marketing strategy including geofencing and hope to add yet another force multiplier to the ticket sales effort.
EUGENE, OR - University of Oregon Athletic Department officials announced Wednesday that they have ended their long-standing relationship with Nike and have signed with Walmart's Avia brand to provide all athletic apparel and shoes.
"We appreciate everything Nike and Phil Knight have done for the University of Oregon and respect the organization immensely. However, we feel that it is time for a new era in Oregon Athletics and we are confident that Walmart is the right organization to represent the Oregon brand," one official stated.
Okay, did anyone believe that for one second? Did anyone truly believe that Oregon, a major collegiate athletic program, would drop Nike in favor of Walmart? Of course not.
A lot of reasons, most likely. For one, Nike and Phil Knight have given so much support to the University of Oregon, they'd never dream of going with any other apparel company, much less Walmart's Avia brand. But let's swap out Oregon, and let's say Michigan instead. Or Bowling Green. Or UConn. Or East Popcorn State University. Would you have believed the headline then?
East Popcorn State drops Adidas; Walmart's Avia to provide Colonels Team Apparel
Would that headline be any more believable? Probably not.
Avia makes fine apparel. I have a pair of running shorts from Walmart, and I don't run any slower when I wear them than when I wear my Nike shorts. In fact, I can't tell the difference. My favorite pair of running shorts are BCG brand, not Nike. Avia could provide athletic team apparel to the Ducks that feels pretty similar to what Nike provides. The Ducks could take the field in apparel provided by Walmart and they wouldn't run any slower, throw the ball any less accurately, shoot with any lower percentage or hit with any lower of an average.
So if Walmart were to come to the table and commit to providing everything Nike provides and a financial incentive far greater than Nike, would any major university be willing to announce that they've dropped Nike or Adidas or Under Armour in favor of a Walmart brand?
Not a chance. But why?
The answer, of course: Perception. Pride. Respect. Quality.
There's no coach or athletic director in the country that is going to send their team on the field wearing Avia or BCG or C9. And even if they were, how tough would it be to recruit kids to come play for a school if they know they'll be trading in the swoosh for the... uh, "I" with a little arrow thingy on top? The coaches, the department personnel and the kids would be embarrassed to compete in anything but a top name brand. And why? Because they'd look ridiculous. It's the same reason NBA players don't shoot free throws granny-style, despite the scientific data that shows they'd make way more shots that way. They'd get laughed at. And no one wants to be laughed at.
I'm not arguing that this is a bad thing. I jog in cheap jogging shorts. But rest assured that if I were going to be on national television, I'd go buy some brand new Nike shorts. I'd also probably try to drop a few pounds. Because on the national stage, we all want to look good. And no disrespect to Walmart, but running out of the tunnel wearing the Avia logo on your chest is not an idea that gets anyone excited. It all makes complete and total sense. I get it.
But there's something I don't get.
There's something I don't understand at all.
This philosophy of looking good and only being willing to wear what looks the best or shoot the way that looksthe best... the philosophy that we all think makes complete and total sense... why does that not apply to everything that represents our collegiate sports teams?
Why are we willing to let our team run out of the tunnel after an intro/hype video that doesn't actually build any hype? Why do we show videoboard prompts that are cheap, canned reproductions that don't match our brand? Why do we promote the sport that has the highest potential and greatest need for ticket sales revenue with marketing collateral that is just "good enough," has no research behind it and isn't positioned to actually drive attendance? Why do we not even consider for one second letting our teams wear something that isn't absolutely first-class, but when it comes to promoting those sports, driving attendance and building a game experience, we often settle for what is least expensive? This isn't the case everywhere, of course, but there are so many times at so many major universities that an athletic department will choose the Walmart version of a creative service over the Nike equivalent.
A glaring example of this is most universities' online ticket buying portals. Every school in the country wants to sell more tickets. Every school in the country wants to drive attendance. Yet if you look at the online ticket purchasing experience at those schools, the user interface is terrible, it's impossible to find the information you need, it takes way too many clicks to purchase and the pages are bland and boring and do nothing to actually make a fan want to come to the event. Everything about these portals depend on a fan already wanting to come to the event so badly that they're willing to jump through hoops to buy a ticket. And not even cool, exciting, flaming-hoops-of-fire. Boring, bland, unexciting hoops.
Promoting our teams with poor quality marketing isn't just as bad as sending them onto the court in Walmart brand shoes. It's like sending them onto the court with no shoes at all. We wouldn't be giving them the tools to succeed and by relying on the least expensive option for marketing, we're not giving ourselves the tools to succeed in driving attendance.
So all that said, I'm not ignorant to the idea that sometimes the least expensive option is the only option. Budgets are tight in collegiate athletics and sometimes you can control the amount you're given to promote your sports. So here are some practical tips that you can employ to help drive attendance at your events.
Ticket Sales Portal
Count the Clicks - How many clicks does it take to buy a ticket on your website? On the high end, we sometimes see that it can take up to 7-8 clicks to make a purchase. Some have streamlined it down to as few as 3. Obviously, the lower the number, the more likely people are to purchase. And most of the time, you can make changes to your site to bring that number down. Count the number of clicks it takes to make a purchase and see if you can cut that number in half.
Spruce Up the Joint - Unfortunately, most ticketing companies provide a portal that is boring and unengaging. They don't do much to actually make a fan want to purchase. But there are typically at least a couple of things you can to do customize that page. Take advantage of those opportunities by bringing your marketing campaign for that sport into the headers and other graphics on that page. In a perfect world, add some video content to those pages, even if it's just your stadium intro/hype video. Fans love to watch those things and if the only place to watch it is by going to your ticket sales page, that could go a long way toward driving ticket sales. Best way to sell a ticket to someone is to give them the opportunity to buy when they're most excited about it.
Forget Your Die-Hard Fans - I wrote an article a few weeks ago about how we need to start looking at schedule posters as advertisements rather than promotional tools. Because most of the time, they don't do much to drive attendance. But every advertising campaign starts with research to determine who your audience is. Maybe you don't have a budget for research. That's fine. You know your area and you know who has the most potential to become new ticket purchasers. Spend some time thinking about who those people are and develop a campaign that targets those people. The die-hard fans are going to come regardless of what the poster looks like or the tagline that's on it. So think about a way to appeal (both through messaging and through the visuals) to a different group. You'll probably find that putting all the seniors on the poster with a generic tagline isn't the best way to appeal to those people. Be bold and put something unique out there. Because like I said, the die-hards are coming anyway. And by trying something unique you just might appeal to a totally new group.
Take Advantage of Your Friends & Family - The best thing I can advise for improving your game experience is to identify where things are lacking. And the best way to do that is to engage a firm to do a comprehensive gameday audit. But if your budget doesn't allow for that, make your friends and family work for those tickets they begged you for! Give them a checklist and have them rate every experience on a scale of 1 to 5. Ticket takers, concessionaires, ushers, intro video, band, cheer, etc. You may not get a comprehensive report from industry experts, but you'll have more information than you started with. And sometimes it's good to have input from people who aren't immersed in collegiate athletics 24/7. At the very least, you'll have a unique perspective outside your own.
With college football’s “Best Kickoff Weekend Ever” just finished, there’s no better time to look back at many of our fall sports posters for this season. Several of these football designs were rightfullynoted in best-of preseason poster rankings and those ranks are listed below. Since volleyball, soccer and other sports have also fired up their seasons recently, we’ll show off their designs as well.
If you follow the Old Hat blog, you may have seen several stories about the SMU 'Get Here For Gameday' campaign. Following the Sports 180 process and significant research, this poster was created by Jared Stanley. "The whole point of the poster was to make gameday something not to be missed in the city of Dallas," Jared said. "The inspiration was superhero movie posters." Mission accomplished! This was the only poster that was mentioned on both preseason poster rankings. Other fall sports posters were created from this template and are shown below.
Poster Swag #12
Old Hat designer Geoff Rogers has designed nearly 900 posters in his nine years here. (So doing great design is 'old hat' to Geoff? Sorry...) This was his favorite from this year, which was a tough choice over several other great options. Pitt wanted to spotlight their new uniforms, their facilty and players. The key Geoff says is "taking the client suggestions and then using his expertise to make it look good. And it's so much more than making it look good, it's being a problem solver. Using what you have and the time you have to do to it to achieve what the client wants." This poster also became a template for other fall sports, each using the same look and layout of Geoff's football masterpiece.
Bleacher Report #17
These are my favorite for multiple reasons. I've been a fan of Seminole football since the early 90s and I was fortunate to be able to design this year's poster(s). Just as Geoff said above, we take the ideas from the client and meld them into something special. There are several things going on in these posters that might not be visible at first glance. The state outline in the background is a reference to FSU victories last year over Miami, Florida and South Florida. Several background images of note (behind the state and the players) include the new HD videoboard, Chief Osceola and Renegade and two of my favorite all-time Noles (Derrick Brooks and Charlie Ward). Raymond James Stadium is the site of the National Championship this year and if you look closely, it's the reflection in Jimbo Fisher's sunglasses. Finally with three posters, we were able to highlight 30 members of the team. If recent drafts are any indication, most of those guys will be in the NFL in a few years.
Poster Swag #49
Douglas Wilson is Old Hat's designer for the University of Utah. He's located in Salt Lake City, working on campus with the Utes. While he doesn't work with the variety of schools and color combos that the other designers do, he certainly has the look for Utah nailed down as you see with his posters here. He says that while sometimes it can be difficult working with those who have ideas different than your own, it's satisfying to create something that balances both sets of ideas to make the best design possible. The client is usually good with what you create as long as the essence of their ideas remains intact.
Poster Swag #40
Poster Swag #24
Bleacher Report #21
There are a million different (well, lots of) ways to do your schedule poster. Some schools prefer a uniform look with the same design for multiple sports. Others want a different, unique identity for each sport. To show our skills and demonstrate this point, here are several examples of Old Hat designs using fall sports other than football.
The article I posted earlier in the week has caused some negative, yet understandable feedback. It comes as no surprise to me that some feathers were ruffled by the solution I proposed to the new Federal Labor Standards Act. Below is an expanded version of a response I posted to a comment on the original blog post.
I would like to reiterate what I stated in the article which is that, "If you love your current creative staff or freelancer, don’t fire them just because you can’t afford to pay them enough to meet all your needs." The idea that we are advocating widespread layoffs leaves me wondering if people actually read the article or just the headline. I clearly stated that I do not feel changes should be made if an athletic department has a good creative staff in place.
What some people may not realize is that I was once on an internal creative staff myself. And if I felt that someone were advocating that I get fired, I'd be quite upset. However, the FLSA rules are estimated to have a $1.5 million impact to the average mid-major athletic department. While some can absorb that, others will have to make cuts. That's just the reality of the situation. I would love to think that rather than cutting anyone, departments would increase everyone's wage to the new threshold. I just don't believe that's realistic. Departments will have a greater need than ever to get fans in seats to increase revenue and honestly, I've never seen a situation in which using Old Hat wouldn't save an athletic department vast sums of money over having in-house creative. I've run the numbers many times and the fact of the matter is, a department could save themselves thousands of dollars annually by using Old Hat for their high level creative rather than an in-house crew.
We can't forget that the mission of an athletic department is anything other than educating the student-athlete and giving the opportunity to as many young people as possible to compete and get an education. The FLSA rules are going to have a major impact whether we like it or not. We are simply recommending an option that will help contribute to a department's ability to continue that mission.
Big changes to the Fair Labor Standards Act (FLSA) will take effect on December 1, 2016. That means you have the first half of the school year to: (a) get as much overtime out of your current employees as possible while you still can, and (b) figure out how the heck you’re going to make things work when the new rules go into effect.
Here’s the issue in a nutshell: you won’t be able to afford to keep doing things the way you do them today.
We all know that there’s no such thing as a 40 hour workweek for employees in collegiate athletics. Especially not for employees at the lower end of the pay scale. Right now, you don’t have to pay overtime rates to professional, administrative or executive employees whose salaries are $23,660 per year or more. But come December, that threshold jumps to $47,476 per year. So here’s the question: can you survive without all the overtime hours your lower-paid employees currently work, or can you afford to pay them a lot more in the future?
It’s not like you have a bunch of extra money laying around. And if you’re a Division I school, you may already in a budget crunch thanks to recent changes related to food service and scholarship rules.
Unfortunately, your practices, games, and related activities are not going to magically start fitting into a tidy little 40 hour workweek…no matter how many of you write letters to Santa.
Something’s gotta give.
Here’s our advice: cut your creative staff.
Yep. You heard that right.
Drastic times call for drastic measures.
So yeah. Your graphic designer. Your video production specialist. Send’em packing.
We’re not saying you don’t need marketing support. Of course you do! It’s just that you don’t need to keep those individuals on your staff as yet another piece of your salary and overtime puzzle. And even if your marketing team isn’t working overtime, we all know they’re still a likely target when budget cuts come around.
The way we see it, you’ve got 3 alternatives to consider.
#1 – Hire Freelancers
If you’ve never tried it before, this might sound like a good idea. But most of you who have been around the block once or twice are cringing right now. Most athletic departments haven’t had a lot of luck with freelancers providing consistently high-quality work that’s on time and on target. Unless you have a freelancer who has worked with you before or who came from the collegiate athletics marketing industry, you’ll probably find they lack the expertise and insight you’re looking for. On the other hand, if you’re lucky enough to have found a really great freelancer, that person is probably working a lot more than 40 hours for you at an annual salary that’s lower than the new FLSA threshold…which means in December, you’ll have the same problem with your freelance rock star as you would with your own in-house staff.
#2 – Two Words: Student Internship
Hey, look around. In your neighborhood, there’s no shortage of young soon-to-be-professionals eager to build their resumes and score some real-world experience. And most of them don’t want to work anywhere close to 40 hours a week anyway. Assembling a low-cost creative staff will be like shooting fish in a barrel! What could possibly go wrong? Well, other than lack of experience, inconsistency, the need for a lot of oversight, not having any of the aforementioned industry expertise, some pesky rules or limitations… Reality check: you get what you pay for. There’s a reason you haven’t relied on this type of manpower to serve as your creative staff before. Sure, you may have some top-notch students who help you out from time to time, and that’s great. But as a year-over-year strategy, trying to rely on them to fill the gap FLSA is about to create won’t earn you a barrel of Gatorade over the head.
#3 – Outsource It
If only you knew somebody with a wealth of industry experience, mad design skills, a deep bench of talent, and serious strategic chops that you could hire and rely on without having to even think about overtime or paying a higher salary. Oh, wait. You do. All joking aside, Old Hat can provide everything you need from a creative standpoint. From design to video production, project management, strategic planning and copywriting, we offer a full range of creative services. We’re good enough, we’re smart enough, and doggone it, people like us. If you don’t have your dream team in place right now, take them off your payroll and let us be your creative staff instead. Want to have a designer right there on campus with you? No problem – we can be the one to hire them, pay them, and worry about their hours, plus we’ve got the capacity to absorb any excess work.
Or don’t cut your creative staff. Augment them the smart way.
If you love your current creative staff or freelancer, don’t fire them just because you can’t afford to pay them enough to meet all your needs. I mean, really. Do we come across as that callous or short-sighted? (For the record, we’re neither.) Instead, let us augment your team and handle all those extra hours you can’t afford to pay them for. Old Hat can provide you subscription-style creative support that will cost you a lot less in the long run than paying overtime rates or higher salaries, while delivering the highest quality results. We’ll work with you to come up with a plan that gives you all services you need, when you need them. We’ll even dedicate somebody to becoming your brand expert. Everybody wins! Want to talk it over? Give us a call.
Your brand is the story. Your logo is the cover of the book. That's how I would best describe the brand/logo relationship.
And unfortunately as often as we're told not to judge a book by its cover, that's exactly what we do because that's all we can do. What else do we have to judge it on, and who wants to read the book if the cover isn't enticing in some way?
We recently worked with the Amateur Softball Association/USA Softball on their logo rebrand. It was more than just a visual rebrand, they also decided to consolidate their name into USA Softball. They are the National Governing Body of Softball after all, so it made sense to make the name change on the heels of an Olympic year and with the buzz of softball being reinstated into the 2020 Olympic games (which was just finalized yesterday!).
Let's take a look at the new USA Softball and I'll also share some key points during the rebranding process.
Before it goes beyond your walls, there are things that need to be discussed internally by those closest to your brand. If you're scrapping your current logo and starting over, a lot of questions need to be answered to ensure you stay on track and in line with your company's core values. There's no doubt your brand has gained equity over time (probably more than you realize), so you need to be willing to give some of this up to start fresh. Here are some questions and thoughts to consider:
• Rebrand or refresh?
Sometimes a total overhaul isn't needed, but you should assess whether making changes to your current logo will suffice or if it's time to start new. Consider how much brand equity you have, what your current mark represents to your customers and raving fans, and whether slight modifications to your existing logo can get you through the next 10 years.
• Why are we doing it?
If you can't figure out why you're wanting to refresh or rebrand, it's probably not the right time. Your reasoning could be based on some event that has you moving a slightly different direction, or you're wanting to use a rebrand as a jumpstart to offer something different or enter a new market. Or perhaps your current logo/brand is stale and you want to rejuvenate your fanbase and customers by creating something new and exciting. Whatever the reason, make sure you know why you're doing it, because you will have to explain it at some point.
• Get buy-in early
Everyone doesn't have to be on board for a rebrand, but your key stakeholders and decision makers should be. Not only do you need buy-in from them early, you also need to know how involved they want to be and get any input on the direction in the beginning stages. Nothing will frustrate you more than developing a new brand that doesn't make it past the head guy's office.
Deciding to do a rebrand is tough, but actually getting to a logo that everyone can live with is the real challenge. Here are some points to consider during the logo creation stage:
• Tell your story
As I mentioned, your brand is the story. And although your logo won't tell the full story of your brand, you should be able to easily explain how your logo is a good representation of your brand and your overall company culture. Remember, this is all people will judge you by until they get to know the full story.
• Get input early
It's important to get any preconceived ideas out on the table before starting on those first sketches. Get examples from others about what they like and why they like it. Just keep in mind any ideas should be easily tied to your brand.
Keep it simple, stupid. This is easier said than done, but the best logos are the simple ones. Don't add things to the mix to accommodate everyone. Strip away what you can without removing the essence of your brand.
• Don't stray too far
After you've nailed down the primary logo, you'll likely want to create variations of this logo for other applications. Try not to stray too far with secondary and tertiary logo marks, and know when and how to effectively use them. You don't want to cause confusion about your brand by releasing 18 versions of your new logo.
• Celebrate it!
Soft rollouts are for wimps. You just created a new logo, now show the world! You've got to take that logo by the horns and ride it where it takes you.
• Timing is everything
Choose your timing. Consider what's going on in your industry and what events you have coming up within your own company that will naturally get more exposure. And if there's nothing noteworthy going on around you, use your logo unveil to stir up some excitement.
• You won't please everyone
There will inevitably be people that don't like your logo. Know that going into a rebrand. You'll hear more about the negatives than the positives, which is why it's important that you've considered all the things mentioned previously. This is your creation and careful consideration was given at every step, so don't take every uneducated and flippant comment to heart. If you can justify why you're doing what you're doing, you'll eventually get buy-in from those that matter.
Have you ever had that moment where you look at another program’s website, schedule poster, or other promotional materials and say to yourself: “Man! That’s so cool. I want exactly the same thing – except in my school’s colors.”
Of course you have. We’ve all been there. That moment of marketing envy happens all the time. And that’s ok, because last time I checked there wasn’t a commandment that said “Thou shalt not covet they neighbor’s marketing.”
And besides, you know what they say: imitation is the highest form of flattery. I don’t know who “they” are, but that’s what my mother always told me when I whined about my big brother mimicking me. (Side note: I’m 99.99% sure he wasn’t doing it to flatter me, and hearing mom’s explanation always made me want to kick “they” in the shins. My brother usually got it in the shins instead.)
Most of the time, if you try to copy what somebody else is doing, they’ll take it as a sign they’re doing something right.
But here’s the rub: sometimes other people’s stuff just doesn’t fit you.
It’s like that time in middle school where you went out and bought something the most popular kid had, only to find that it looked kind of ridiculous on you.
Or that time when you really admired somebody else’s style (maybe their leadership style, their lifestyle, their hairstyle, their style of speaking… you get the idea), but when you tried to do things exactly the way they did, something wasn’t quite right.
Here’s another way to think of it. Wind back the clock to when you were in school. You had to write a paper about something. You found some really good information, copied it exactly, and turned it in. That’s called plagiarism. You got an F. You wrote another paper, but this time you kind of reworded things instead of copying them directly. You got a C, because it was pretty solid work but not very original. Then you wrote a paper where you used great information as a springboard for your own ideas instead. You crushed it and brought home the A. Yay, you! (Even if your actual experience didn’t quite happen that way, you get the point.)
When you copy somebody else, you’re not being your most genuine self. Even if others don’t see through it (which – trust me – they will sooner or later), whatever you’re doing won’t be nearly as effective as if you had done things your own way.
The same goes for marketing.
Sure, you can copy what somebody else is doing and just make it look like your own. And it might work out pretty well for you, at least for a little while. But it will never work as well as taking the time to create something that’s based on a deep understanding of who you are, what you offer, who you’re trying to engage, and the compelling reasons for your target audience to do what you’re asking them to do.
So the next time you see somebody else doing something cool, admire it. Get inspired by it. Then ask yourself why it works so well for that other brand. Think about the unique attributes, challenges, and opportunities of your own program and how you can use that understanding to come up with something that’s even better – for you.
Because once you start thinking that way, you’re moving from a marketing plan based on “I think” to a strategic approach based on “I know.” That’s when results happen.
Besides, wouldn’t you rather be the one who’s getting copied instead of the copycat?
Last week, Old Hat made it's 12th consecutive trip to the NACDA/NACMA Conference in Dallas. We were fortunate enough this year to have been invited to present on the subject of marketing automation. The title of the presentation was, "Increasing Revenue while Decreasing Workload: Using Marketing Automation to Drive Ticket Sales and Fundraising Revenue." The whole idea behind marketing automation is that it increases revenue automatically. We set up a system at the outset of the campaign for segmenting audiences, lead scoring and communication and then let it do its magic. We partnered with the University of North Carolina on their Raise Up Carolina football ticket sales website and used marketing automation with great success. And it was this project that we presented on at NACMA.
At Old Hat, we believe that marketing automation can only be successful if it is utilized with two other components though. Automation is a very powerful tool but like any tool, it can't carry the load by itself. So our presentation focused heavily on the 3 ingredients necessary to make a ticket sales or fundraising effort successful. Before I get into that though, let me review the success we had with RaiseUpCarolina.com.
To date, here are the results:
3,000+ new season tickets sold
UNC had seen a 5-year decline in season ticket sales. With the help of RaiseUpCarolina.com, they have more than 3,000 new season ticket holders. If each of those purchasers only bought the lowest level available, this would equate to more than $300,000 in revenue on season tickets alone. This doesn't include mini-packs or single game tickets which only went on sale recently.
Premium Seating is SOLD OUT
In past years, UNC has always had a surplus of premium seating but for the first time ever, they are sold out for the season.
Increase in Group Ticket Sales Requests
Because of the excitement built by the ticket sales site and ease of finding information about group sales options, UNC has seen a drastic increase in group sales requests throughout the spring and summer.
32,000 Unique Visitors who spent a total of 95,000 minutes on the site
Selling tickets is one thing. But building excitement around a program is another. Not only is RaiseUpCarolina.com selling tickets. Because of the user experience, it's keeping people engaged on the site for far longer than the average website keeps a visitor. We are building excitement for UNC Football which will not just result in selling more tickets but it will increase attendance among current ticket holders as well. Just because a ticket is sold does not mean that person will attend the game.
So what are the three ingredients to ticket sales and fundraising success?
1. Dedicated Web Presence 2. Unique Positioning 3. Marketing Automation
Dedicated Web Presence
Many companies offer marketing automation for ticket sales. In fact, I think they all do. And I've talked to many people in collegiate athletics that are utilizing marketing automation through their ticketing system (Spectra, Paciolan, Ticketmaster, etc.). The problem is that the ticket portal that a fan accesses through the primary athletic website (Click Here for an Example) is boring and unengaging. It doesn't make a person excited to buy a ticket. Using marketing automation on a page like this is like putting a racecar engine in a Yugo. It might go really fast but no one will ever get inside to find out.
The best comparison I can use is the movie industry. When Avengers, or X-Men Apocalypse or even the Peanuts Movie came out, they built sites specifically to build excitement for those movies. They had movie trailers, games, custom emojis, etc. specific to that movie so people would actually get excited about going to THAT movie. Imagine if every big budget movie that came out just relied on MovieTickets.com to do their promotion for them. If you go to MovieTickets.com, you see information about every movie that's playing. Seems like a ridiculous notion, right? But that's exactly what most collegiate athletic departments are doing with their ticket sales. Fans are expected to go to the primary athletics website where 27 different sports are being represented, dig through to find the ticket page and then they arrive at a boring and unengaging page that is severely lacking information about the program they're interested in.
Do me a quick favor and click this link to see the Captain America website. Now compare that to the page on movietickets.com where you can actually purchase tickets by clicking here. I'd do screenshots but you can't get the full effect that way. One site is about building excitement and one is about a transaction.
Now click on RaiseUpCarolina.com and compare it to the ticket portal on GoHeels.com by clicking here. We're making the mistake in collegiate athletics of assuming that people are already excited so we just have to invite them to the transaction. But they aren't excited. And they aren't buying tickets.
A dedicated website that is focused solely on reminding people what they're missing out on by not coming to the stadium/arena is integral to the process.
Another key piece of the puzzle is making sure you are focusing on the unique positioning of the program you're promoting. We built RaiseUpCarolina.com to appeal to a specific fan base. Our focus there is UNC Alumni and former season ticket holders. People that have an affinity for UNC and Chapel Hill already. However, we're building a ticket sales website for SMU right now that focuses on an entirely different market. Due to a smaller group of existing alumni and fans in the area, we're focusing our efforts on people with no existing ties to SMU football. And to do that, we have to position the messaging on this site differently than did the UNC site.
The comparison to the movie industry holds true here as well. The Avengers website didn't utilize the same template, look and graphic style as the Peanuts Movie website. Why? Because the audience they're appealing to is entirely different. We can't treat all sports fans the same just like we can't treat all movie fans the same. Potential ticket purchasers for Avengers: Age of Ultron aren't the same as potential ticket purchasers for Finding Dory. Potential ticket purchasers for SMU football aren't the same as potential ticket purchasers for Duke basketball.
We have to stop assuming that people already want to come to our games. And we have to stop thinking we can appeal to all fans the same way.
Marketing automation is all about getting the right message to the right person at the right time. It's about communicating with your fans based on their interests and converting fans into ticket purchasers. It's about following up with them after the purchase to drive additional revenue through apparel sales and gameday opportunities. And it's about making all of this happen automatically without having to lift a finger.
The details about how marketing automation works and everything it's capable of are too complex to outline here. But we'd be happy to walk you through an online presentation if you'd like. Just email us at email@example.com and we'll set something up.
Marketing automation will help increase ticket sales. A dedicated website will help increase ticket sales. A uniquely positioned marketing campaign will help increase ticket sales. But none of them are as effective on their own as they are combined. Old Hat takes these three very effective marketing tools and combine them into a revenue producing machine. The results for UNC speak for themselves and we anticipate having similar results on the other ticket sales sites we're currently working on. If you have empty seats, call us. We'll fill them.
Get ready for some Smart Creative! The Old Hat team is all set up for our trade show and ready for tonight's booth hours (4-8:30 p.m.). Since I'm in Norman, I'm going to fill in my own details about how yesterday's trip to Dallas and booth setup went down.
After a few setbacks (Robert left his wallet?), our team embarked on the short journey to Dallas. Hannah kept everyone up to speed on construction happenings, and also told many stories about her childhood spent in the Dallas metro. Zac shotgunned Diet Dr. Pepper, Robert told dad jokes, Kevin rolled his eyes and shook his head at everyone, and Joel, the newest member of the team, kept everyone's spirits high.
After arriving in Dallas, they immediately began booth setup. They were so relieved that they chose a smaller booth size this year. At first, Zac just supervised.
But then, with cameras all around, he lent a hand.
Look how quickly Robert was moving (above)! Hannah couldn't capture that guy standing still.
Robert was glad that Kevin was in attendance this year and lending a hand. There are few he trusts with NACMA booth construction. With good reason...last year I put those fasteners together all wrong.
Finally, the booth was completed.
So the team went out for dinner and drinks! (No photographic evidence available).
The Old Hat team is overflowing with excitement about our latest offerings: Sports180 and Marketing Automation! Not sure what these are all about? Stop by our booth (#120) and learn all about how we can help you put butts in seats at your stadium. In addition, plan to attend our session on Wednesday morning!