Well, it's official. Today marks the date that the merger we've been talking about for the past few months finally takes effect. Truth be told, Old Hat Creative and Third Degree Advertising have been working together for many months now in preparation for combining into a single company. But today is the day that we no longer exist as separate entities. Old Hat and Third Degree are one.
What does that mean, exactly? Well, on one hand, not much. And on the other hand, it means a lot.
What is NOT changing?
Primarily, Old Hat will continue to be the company you know and love...
2. You'll continue to be the life of the party by being able to quote random facts that you found by viewing our email signatures.
• When hippos are upset, their sweat turns red.
• Banging your head against the wall burns 150 calories per hour.
• Billy goats urinate on their own heads to smell more attractive to females (female goats, I assume).
3. You'll continue getting the most amazing creative to help you engage your fans, improve the gameday experience, sell tickets and increase fundraising.
4. Our dedication to ridiculously good customer service will never fade. We'll continue to always be available, always be responsive and never miss deadlines.
What IS changing?
Well, we're getting bigger...
1. Old Hat is currently headquartered in Norman, Oklahoma with remote employees in North Carolina and Utah. Starting today, we will have talented employees working from offices in Oklahoma City; Durham, NC; Greensboro, NC; Salt Lake City, UT; Charlottesville, VA and Frederick, MD.
This is me outside the OKC office with the downtown skyline in the background:
And, we're getting better...
2. Old Hat has a long history of producing amazingly awesome creative. This merger puts us in the position to make that creative even more awesome by adding research, media planning/buying, digital strategy and implementation, content creation, repositioning, media audits, copywriting, marketing automation and much more. We're taking our creative and making it smarter.
The UNC Ticket Sales site is a perfect example of taking our current offerings (web design and development, video production, on-site video shoots) and combining that with the expertise of our new partners (research, strategy and marketing automation).
So to summarize, nothing that you like is going away. We're just going from ridiculously-awesome to far-more-ridiculously-awesome. And just for fun, here's a photo tour of our OKC office.
This is a map with doorknobs showing all of the locations of Third Degree's clients from all over the United States. It's rad.
This is a cool yellow couch. The wall behind me says, "Elevate."
This is a really big pencil we use write all of our really big ideas down with. It's bolted to the wall so no one will steal it.
This is the room where we keep a guy named Richard.
Just kidding. The men's room says, "Dick" and the ladies' room says, "Jane." How clever is that?
This is a cool red refrigerator where I get to keep my Diet Dr Pepper.
Our 2016 New Year’s resolution: share more of what we know.
In the past 12 years, we’ve learned a lot about sports marketing and fundraising. In fact, we’re not going to be shy about saying this: we’re experts. And we’ve realized that our clients, friends, and fans would benefit from our expertise – so we’re going to start sharing more of it.
Over the upcoming year, you can expect to see more articles on our blog about sports marketing best practices, achieving fundraising goals, advice for common sports marketing challenges, marketing trends, and more. If you’ve got a sports marketing question or challenge that’s keeping you up at night, send it to us! We’d be happy to tackle it in our blog and give you some free advice. After all, our staff has a combined 482 years of experience in sports marketing and development. I know what you're thinking. 482 years? Seriously? No, not seriously. But it's a lot.
But don’t worry, if you like hearing about our antics and personal escapades you’ll still be able to read about them on all our various social media outlets. Robert will still run shirtless through the snow. Zac will still do uncomfortable interviews with the OH staff. And Geoff might write a haiku again sometime.
So buckle in. Twenty-sixteen is poised to be the greatest year in the history of years. And your best resource for making it the best for you is right here at the Old Hat blog.
As a sports marketer, what do you sell? The simple and obvious answer is, of course, tickets. Those game ticket sales in turn fuel other revenue streams: concessions, merchandise, and indirectly other types of program support.
But in reality, you’re selling much more than tickets. You’re selling an experience of your school’s brand and what it means to be a fan of your particular sports program. That experience means different things to different people.
Your entire target audience has one important thing in common: they’re all fans of your program to some degree or another. That means all of them are likely to respond to certain visual cues like your logo, colors, and images of your team, campus, or game venue. However, if you really want to market yourself strategically and effectively, you need to segment your audience further and get to know what drives them.
There are several ways to segment your fans: alumni, donor level, development group member, fan club member, season ticket holder, single game ticket purchaser, whether they’re die-hards or jump-on-a-winning-bandwagon fans, and of course the usual demographic indicators such as age, gender, and geographic location. One of the best ways to segment your current target audience is through market research surveys that enable you to understand their motivations for being a fan and what the game experience means to them.
Here are a few simple examples of what this might look like and how you could use it to drive tailored communication strategies:
·Students might value the fan experience because it reinforces their connection with the school and contributes to their sense of personal identity at this stage of their lives. What makes the student experience unique at your school? Think about how you can tap into traditions like these.
Alumni might be motivated by the opportunity to relive the fun and excitement of their college days, reconnecting with the brand through a combination of sense of tradition, nostalgia, and present day pride. Why not take advantage of opportunities like social media’s #TBT (Throwback Thursday) to help you reinforce that connection and encourage greater engagement?
Parents of students might see the experience as a way to strengthen their connection with their child and may feel a sense of ownership and pride based on their financial contributions to the school. Consider how you can encourage mom or dad’s commitment to the team.
Parents of younger children (whether they’re alumni or not) may value the fan experience as a means of creating memories, passing down a love the game, or teaching kids about teamwork. How is the game experience different for them, and what can you do to showcase the family-friendly side of your brand?
Locals who aren’t alumni and don’t have children attending your school may relate more to a sense of local pride or deep-rooted geographic rivalries. Think about what you can do or say that will recognize and encourage their continued support as honorary members of your organization.
When you understand what motivates your different fan groups to be part of the game experience, it’s easier to identify the right marketing themes. Some motivations or feelings will span segmented groups and resonate with the majority of your fans. Those are the themes you should consider for your overall marketing message. Other motivations will be specific to certain segments, and you should use those to tailor your engagement with each group.
Every ticket or season tickets package you sell represents a wide range of emotions and motivations that are felt by your fans as part of the game experience. So don’t just sell tickets: sell can’t-hold-us-down commitment. Sell remember-when-we nostalgia. Sell ours-is-better-than-yours rivalry. Sell this-is-our-house pride. Your fans will love you for it.
Football season is winding to a close and basketball season is heating up. No matter which sport you work with, these four tips will help you take your marketing efforts from having an average season to dominating your goals.
1. Talk smack.
As a sports marketer, you basically get paid to talk smack. How glorious is that? It’s a beautiful thing – as long as you get it right. Good smack-talk galvanizes your fans and increases ticket sales. Just remember that when you talk smack for your program, there are two groups who have to deliver on it: the team (of course) and the operations guys whose efforts ensure a good game-day experience for fans. Make sure you’re working closely with both. The other thing about talking smack is that in order for it to resonate, you have to talk the right smack to the right group. That can be tough if you’re new to a particular program, because every school and every sport is unique. When your messages are on point, you’re near the eye of the hurricane helping chart its path. If your messages aren’t on point, you’re going to be the guy getting crushed by the hurricane. To make sure you’re not that guy, follow the lead of your coaches and players: watch some tape.
2. Watch tape (a.k.a. do your research).
Do you know any college or professional football team that doesn’t watch tape? Yeah, us neither. There’s a reason for that. Watching game film gives players and teams insight into what went well (or didn’t go well) and what to expect from their next opponent. That type of research and analysis provides an important edge. Why not do the same thing with your marketing? Just like reviewing game film, there are two key areas you need to analyze: your brand and your target audience. When was the last time you thoroughly reviewed what your brand stands for, where it can improve on delivering the customer experience, and how strong your marketing strategy is? You also periodically analyze your customers: who they are, what they value most about the game day experience, how well their needs are being met, and what their satisfaction level is. The good news is that you can get away with investing in this type of in-depth analysis periodically (once per season) instead of having to do it for every game.
3. Develop your plays.
On the field or off, analysis is useless if it doesn’t translate into strategy. Use your brand and market research to develop your overall marketing strategy for the year, select the themes and media that are most likely to help you achieve your goals, prioritize your budget, and develop campaigns. Your marketing year can probably be divided pretty easily into its own set of seasons, and you need to have a solid campaign plan for each. Once you find something that works, there’s no shame in recycling it for the next year as long as you don’t get complacent. Complacency kills. You don’t want fans to be able to predict your next poster, email, etc. any more than your team wants the opposing players to predict their next move. So figure out what worked last season, make some adjustments to keep it interesting, and take the next year on like you own it.
4. Monitor the stats.
Ticket sales, game attendance, season ticket renewals, alumni contributions – these are all statistics you should be benchmarking and comparing to prior data. But don’t stop there: there’s more to measure if you really want to know how effective your marketing efforts are. While it can be difficult to measure the success rate of traditional marketing tactics (posters, print ads, billboards, radio, etc.), digital marketing offers a goldmine of statistics. Go beyond looking at basics like number of new and returning website visitors, and start measuring responses to calls to action and actual conversion. Incorporate a marketing automation tool so you can target your messages to different groups, move them along the conversion path, and measure the response you get to each email you send. Make your emails more personal and more interactive with videos that are customizable to each recipient – it’s more affordable than you think, and it helps seriously drive engagement and ultimately ticket sales.
My wife and I recently headed west for a trip to California. It was part vacation, and part honeymoon that we never really took two years ago when we were married. We each had things we wanted to see. For me, it was Alcatraz and AT&T Park, home of the San Francisco Giants. My wife wanted to see Yosemite, Chinatown, Fisherman's Wharf and other San Fran landmarks. We were able to see just about everything we wanted in a week, even after losing a day because of delayed flights and luggage mishaps at the start of the trip.
Much like several of my co-workers, I'm on Instagram, though my use has been minimal. Now that have plenty of content, maybe I should post more. If I find the time...
I took over 2500 photos, so picking from them was tough. It didn't really matter which direction you pointed the camera - you were going to find a great shot. Anyway here's a few highlights from our trip.
Yosemite (Mariposa Grove, Half Dome, Glacier Point, Yosemite Valley)
The floor of a hallway in the cell area after Marines dropped grenades to end a prisoner riot and hostage crisis in 1946.
Fortunately we were able to escape the island
Various sites from open air bus tour and around San Francisco
Painted Ladies (Cue Full House theme)
AT&T Park - game was entertaining (Giants won 13-8 over Padres) with a view unlike I've ever had for a baseball game
Splash down in McCovey Cove, though it was a foul ball.
Other San Francisco sites (Madame Tussauds wax museum, Aquarium of the Bay, San Francisco fog, Lombard Street, Coit Tower, cable car ride)
Another year and another successful NACMA in the books for us. We had a great time catching up with current clients and connecting with potential new clients. Overall, the trip was a blast and here are the top nine things we learned:
1. Stuckey's is an American Tradition - Anyone ever heard of Stuckey's? It's a chain of gas stations that I thought had gone the way of the dodo bird. There used to be multiple Stuckey's locations dotting I-35 in Oklahoma but I haven't seen one in years. As luck would have it, there's one right outside Pensacola, FL and we stopped there TWICE on this trip. Stuckey's is a great place to stop if you want really cheaply made chachkis, ugly t-shirts, alligator claw back-scratchers, etc. We decided to pick up surprises for all the staff that couldn't make the trip with us. See below.
2. The back seat of a Suburban is not meant for adults - Six adults in one suburban in a 45 hour (total) road trip is tough. Josie and Hannah are the smallest so we forced them into the third seat for a good portion of the trip. I gave them a hard time for complaining about it but the fact of the matter is, that seat wasn't meant for adults. Holli and I rode back there for a while on the way down there and then started the trip back with a solid 6 hours back there. It was not enjoyable. Here's a photo of me and Holli asleep in the back while everyone else is enjoying their spacious seating.
3. There's Only One Place Left in the World That Still Allows Smoking Indoors... And We Had Our Party There - For all of our clients that are chain-smokers, I'm sure you were delighted to see that the bar we chose for our party allowed smoking. For all of you that DON'T want lung cancer, I'm sure the cloud of smoke was a bit of a shock when you arrive. On the upside, the bar's vending machine DID offer condoms. So we had that going for us... which was nice.
4. Make Sure to Bring $1.25 to Pensacola Beach - Pensacola Beach is a pretty nice beach. Crowded... but the sand is white and the water is clear. But if you have any desire to walk out on the pier, you better have some cash with you. Pensacola must be very proud of their pier as they charge $1.25 to walk on it. It's like a toll road for your feet. We walked over to it but hadn't brought any methods of payment with us so we opted out of the walk on the pier. Oh well.
5. The Lighting is Better in the Suburban than in My Shower - So apparently sunlight through the back windows of a Suburband does a better job of showing missed spots on shaven legs than the lighting in my shower at home. Holli noticed a few spots on the drive out there that she had missed so she hollered at whoever was in the front seat to fetch her the razor she keeps in the glove compartment for this very reason. I'm thinking about installing a shower in the Suburban so she can kill two birds with one stone from here on out.
6. 500 Square Feet is a LOT of Awesomeness - The past few years, we've had a 20 x 20 foot booth space in the tradeshow. This year, we decided to go with a 10 x 40 foot space to mix it up a little. It was a little experiment. Well, due to a longer story than you care to hear, we expanded that to 10 x 50 feet. It was nice to have all that space but I think we'll go back down to 10 x 40 next year.
7. Robert and I have Similar Tastes in Swimwear - I've known Robert a long time... since we were juniors in college, to be exact. And we've worked together for many years. So I know him pretty well. But I have to admit that I was surprised when we got ready to leave for the beach and discovered that our swimsuits were nearly identical.
8. Just Like the Seminoles, My Diet Dr Pepper Record will Forever be Unconquered - FSU was the latest in my trek to have the record for the most Division 1 college campuses upon which a person has been photographed drinking a Diet Dr Pepper. This was number 26 for me.
9. People Would Rather See My Wife Hula Hoop than See Me Do ANYTHING - It all started as a joke. Last year we had a hula hoop at the booth because we wrapped a sign around it. Holli hula hooped with it, I video'd it, uploaded it to facebook and she became a hula hooping sensation. So I decided it would be funny to make this year's t-shirt giveaway an Old Hat University Hula Hooping Team t-shirt and to promote it, I'd have her hula hoop at landmarks all the way to Orlando AND at the booth. Well what I discovered is that videos of her hula hooping are far more popular than anything I've ever done on camera. So far, her videos have been viewed 3,201 times. The most popular was the one of her hula hooping with Nicole Imbrogno. You can view that on the Old Hat facebook page: https://www.facebook.com/oldhat
Great staff photo, huh? Only, that's not us. And that will never be us. We don't wear power suits or ties. We wear jeans, t-shirts, ballcaps, athletic shorts... pretty much whatever we want.
I was looking at our "About Us" page the other day and I couldn't believe how corporate looking I had allowed it to become. All our staff photos looked like we belonged in a photo like the one above. But that's not us. So I decided to spend my morning getting US back into our about us page. There are no major changes here but it's a much better representation of who we are than it was before. This page doesn't include our entire staff, by the way. Just the people you're likely to come into contact with when you deal with us. Though after spending some time working on this page, I think we probably need to get our entire staff on here.
It's not every day that a coach reaches the 1,000 career victories milestone. That's why it was exciting to get to work with Duke on some projects to commemorate Coach K's 1000th career win.
Commemorative Ticket: This was given away to fans at the first home game after Coach K's 1000th win. A larger version was also framed and signed by the Duke Athletic department and presented to Coach K as a gift.
Photo Gift: This sentimental piece highlighted Coach K's early years and was framed and presented to Coach K as a gift.
Newspaper Ads: These ran in multiple newspapers in North Carolina as well as in a digital magazine.
Billboard: A billboard to congratulate Coach K
We've been fortunate to work on some other Coach K projects in the past.
Coach K's 900th Win Newspaper Ad
America's Best Coach Video
Coach K Team USA Video
We're looking forward to helping celebrate Coach K's milestones in the years to come!
I don't want to overstate the difficulty or importance of my job but man, art is hard.
Sure, I'm not slaving away in the hot summer sun working construction. Nor am I tasked with making decisions that will ultimately affect the lives of others. Once, I came home and told my wife what a hard day I'd had and without missing a beat my daughter asked "Why? Did someone try to kill you?". Well, no. Not exactly. It's not "hard" in that sense. I mean, there are varying degrees of difficulty right?
I'm lucky enough to work in an air conditioned office, sit in a comfortable chair and be surrounded by a fun and creatively stimulating environment. However, this job, at times, can be mentally exhausting.
Everyday I'm asked to created something new. Something that up until I start working on it, has never existed… ever.Often times, it's something I've never even thought about. And the thing is, these things have to be created out of thin air, on the spot. Every time I sit down to design something, my goal is to come up with something better than whatever it was I did last time.
BUT, art is a purely subjective form of expression...
Even though art is subjective, there are a hand full of rules designers try to stick to. You know that old saying "You need to know the rules before you go and break them"? Yeah, that applies here. But because of its subjectivity, what looks good, what "pops" or what looks cool to one person may not look cut it for another. The problem is, not everyone understands art or design. They don't understand "the rules", the thought and considerations that go into a design. They don't understand why certain decisions were made or why things need look the way they do. This can make things very difficult. Things get compounded when you introduce more people into the equation, each with their own idea about what good art/design is and how to achieve it… and somehow, I have to figure out a way to please everybody all while trying to break as few design rules as possible and that, my friends, is why ART IS HARD...
Quitters never win. Winners never quit. What a load of crap. Sure, if you're running a race and you quit in the middle of it, you're not going to win. But some people subscribe to the notion that quitting is a bad thing, in all situations. "You can't just jump ship when things get tough or don't go the way you want." Of course you can. And thankfully, studies are now showing that you SHOULD.
"Learn to appreciate the upside of quitting. Because you can't solve tomorrow's problem if you're not willing to abandon today's dud." - Steven Levitt and Stephen Dubner in Think Like a Freak
Now I'm not advocating that anyone quit on something at the first sign of dissatisfaction. That would be counterproductive. But I do believe (and the people at Freakonomics agree) that we should all be more willing to pull the metaphorical plug a little earlier on things when we know we're unhappy. There's this notion of "sunk cost" that keeps us fighting losing battles which ultimately end up causing even greater dissatisfaction and 6 months down the road, you wish you had just quit 6 months ago. When we have sunk time, energy, money, etc. into something, we hold onto it hoping things will turn around. And we SHOULD... to an extent. But there's a point at which we know that we need to just call it quits but we continue with it because we've already invested so much time in it.
I've always subscribed to the philosophy that when faced with a decision, you should do what you'll regret the least... not necessarily what you want the most. So before you go off and quit something, the first thing you wanna do is make sure you're not going to regret it later. So I'm definitely not advocating quitting something without giving it a LOT of thought and consideration. But once you've figured out in your head that your future is not in that job, relationship, situation, etc., end it immediately. You'll be glad you did.
When was the last time you quit something that didn't end up being a good decision? If it's happened a lot, then maybe you're one of those people that makes decisions like this without giving it enough thought. For me, I can't think of a single time that I quit anything where I regretted it for a single second. Are there things I miss? Sure. Would I have loved to stay in that situation if it had been salvageable? You bet your hiney.
When I was in eighth grade, I hated school. Absolutely despised it. And a lot of it had to do with the school I was in. That school was fine for some people but for me, it was pure hell. So I quit going there. I transferred to a different school where I had a great experience, met lifelong friends and met the eventual mother of my children.
When I worked for the OU Athletics Department, I eventually got to the point where I knew I had reached my potential there. I was not happy. People told me I was absolutely NUTS for wanting to quit. I had a good, reliable job working for a university, doing what I loved and getting to go on free Bowl trips every year. But I quit. And it was one of the best decisions I've ever made. I now own the nation's premiere sports creative agency and am infinitely more satisfied with my career. And when the time comes when I'm not, I'll probably quit this too.
I've quit other things, too. Personal relationships... Professional relationships... I quit holding on to the idea that I can grow a nice head of hair and just decided to buzz it all off. Point is, not only do I not regret anything I've ever quit, I'm much happier because of those things.
Think Like A Freak
Still don't believe me? That's okay. But you should read the latest book by Steven Levitt and Stephen Dubnar, Think Like a Freak. They spend an entire chapter on this and do it way more justice than I have. The point they make (and the one I'm trying to make), is that quitting is okay. And for the most part, it leads to greater satisfaction in life.
Dear Old Hat Staff: Please don't quit.
I sincerely hope that this blog hasn't inspired anyone on my staff to quit. That would suck. But only because my assumption is that if I've inspired them to quit, they have to have been unhappy here for some time. And THAT is what would bother me. All I want for any of my staff is that they are as happy as they can possibly be. And if quitting their job would lead to greater happiness, I would encourage them to rip the band-aid off and move on to the next phase of their lives.
P.S. But seriously, Old Hatters... don't quit your jobs. This philosophy applies to everyone but you.