Some people call it "Advertising Prom." Others call it the "Academy Awards for local advertising." Here at Old Hat, we call it "The night we hang out together in our fancy clothes." OH recently attended the Oklahoma City ADDY Awards- the advertising industry's largest competition which recognizes the creative spirit of excellence in the art of advertising. It was a lot of fun to get dressed up and see some of the fantastic work being created in the OKC area.

We submitted a large variety of projects that were completed in 2016 and were fortunate to get awards for 10 of our submissions!


1. Bronze - Collateral Material - Special Event - Card, Invitation, Announcement Campaign - Texas AM Football Tickets/Box

 

2. Bronze - Non-broadcast video - Wisconsin Men's Basketball

 


3. Bronze - Still Photography - Black & White, Single - Illinois Football Photos

 

4. Bronze - Cinematography - Illinois Football lntro 

 

5. Bronze - Video Editing - Wisconsin Football 


6. Silver - Social Media Campaign - Duke Social Media


7. Silver - Out of Home/Ambient Media - Large Venue - Single - Army Helicopter 


8. Silver - Website - SMU Get Here For Gameday

 

9. Silver - Still Photography - Campaign - Utah Football Campaign


10. Gold - Effects or Motion Graphics - Duke Men's Basketball Projection

 

It was exciting to see that our awards were not limited to one area, but were representative of each of Old Hat's various divisions. Since the Duke Men's Basketball Projection project won gold, that project will now go on to compete at the Regional Level and then hopefully make it all the way to the National ADDY Awards.

We've already completed some fantastic projects in 2017, so I have no doubt that Old Hat will have another successful time at next year's ADDYs!

Mark "Hot Rod" Riordan: He has a few nicknames, "Godfather," "White Rhino," and a horribly-awesome rugby nickname that we cannot remember, nor should we probably write for people to read. Mark is an OH OG. Full disclosure, we heart this guy. If we were a celebrity couple we'd be OldMark or MarkHat.

So OldMark goes back all the way to 2005 when he was with the University of Michigan. It would be an understatement to say this relationship helped put Old Hat on the map. Mark is probably 100% the reason why Zac needed to create the position of video project manager and why I'm living in Norman, Oklahoma. Mark is the man. Which makes perfect sense since he's working for the 12th Man Foundation at Texas A&M. Partnering with Mark and his crew on KyleField.com is arguably one of OH Interactive's proudest moments. The site broke the mold for most stadium development sites you see today. 

Ladies and gentlemen, buckle up. It's time for 20 Questions with Mark Riordan.

1. NAME: Mark Riordan

2. OCCUPATION/TITLE: Vice President – Marketing & Communications

3. HOMETOWN: Olean, NY

4. PREGAME RITUAL: I used to like to get to the office before everyone else and crank the music up to 11 while I put the finishing touches on the script. Now that I’m in the development world things are a little different. I’m not in the office 6 hours before kick…more like two before kick and visit a few tailgates before starting my responsibilities.

5. FAVORITE THING TO SNACK: Bison French Onion Dip with potato chips. Anyone from Western New York will know what I’m talking about.

6. FAVORITE THING ABOUT YOUR JOB: I like connecting with the donors. Also, I like being part of the process that gives student-athletes a world-class education.

7. LEAST FAVORITE THING ABOUT YOUR JOB: Fan message boards. TexAgs, I’m looking at you!

8. HIDDEN TALENTS/HOBBIES: I have a Harley. I like riding but don’t seem to have the time to ride as much as I would like.

9. ADVICE TO YOUR YOUNGER SELF: Appreciate your education and think more critically.

10. YOUR GO-TO KARAOKE SONG: Not much of a karaoke kind of guy. The last time I did it, I went with Coolio’s Gangsta’s Paradise at Old Hat’s 10-year Anniversary party. Actually, I think I have ever “karaoke’d” in public like three times in my life and two of those were at Old Hat parties. What’s with you guys and karaoke?!?!

11. FAVORITE MOVIE: Dumb & Dumber / Caddyshack

12. FAVORITE TV SHOW: All-time: Seinfeld Current: The Walking Dead

13. IF YOU WERE IN A BOY BAND WHAT WOULD IT BE CALLED: White Rhino (nickname from my lunch league basketball days at Michigan).

14. FAVORITE PLACE TO EAT: Wings ‘n More here in College Station.

15. WHAT DO YOU ORDER THERE: They have the best wings that I’ve found outside of Western New York…and that’s saying a lot. Notice I didn’t call them “Buffalo Wings”? If you are from WNY, they are wings. Also, it’s pop, not soda.

16. FAVORITE DISNEY PRINCESS: First off, I didn’t know there were only eleven princesses. I thought there were many more than that. Gun to my head, Belle.

17. WHAT’S YOUR SPIRIT ANIMAL: I like wolves…let’s go with that.

18. WHAT’S THE STUPIDEST THING YOU’VE EVER DONE: So many things to choose from! I guess one of the big ones is when I worked at a full-service gas station and thought it would be a good idea to start dipping to pass the time. I quit over 16 years ago but I spent almost 9 years rotting my mouth. All out of boredom.

19. WHAT’S THE LAST SHOW THAT YOU BINGE-WATCHED: I have three kids from 10-15 years old. Each one is in multiple sports (school, club, travel and rec leagues). Who has time to binge-watch anything?!?!?

20. IF YOU WEREN’T DOING THIS JOB WHAT WOULD YOU BE DOING: Teaching high school and coaching football.

 

Zonie: Short (for) Arizonian, these people invade local beach towns in California… causing traffic jams, and straight up annoying the population of the local town (Urban Dictionary)

We live in the desert, our lakes are just as parched as we are, and we help drive the tourism economy in California, yet they still think it’s allowable to insult us Arizonians with such a name.  

However, it is true; everyone resorts to the SoCal coast. The only thing you can do in the Phoenix metro area is… actually, I don’t even know how to finish that sentence.  I mean there’s good shopping in Scottsdale, golf courses, expensive cars, and resorts galore.  But college bound, I wanted to get out. I made the move to Norman, Oklahoma in August 2016, and nobody back home understands why I love it so much.

Culture shock: it’s a thing.  I was introduced to the frying of foods, grammatically incorrect ways to use “y’all” in a sentence (ex: Get y’alls stuff done so we can go.”), quite a friendlier population, and speed minimums on the highway. A sharp contrast to the juice bar craze, valley girl lingo, the “shoulders back and avoid eye contact” mindset,  and driving an acceptable 25 mph over the limit back home.  

It is even acceptable for me to walk in public here without makeup.

But I also got to ditch my job at a neighborhood juice bar (they really are EVERYWHERE) and intern part-time at Old Hat in Norman.

I have some advantages in the current marketing world: I am caught between the Millennials and Gen Z and I’m a college student.  In other words, I am a part of some of the most targeted audiences in marketing.  I can tell you why we think Snapchat is so great.  Why did I buy this brand instead of that?  Because my friend posted about how excited she was to get it.  Facebook ads don’t really do much for us, you know.  I can tell you that all of us would rather work for Wendy’s than McDonald’s because their twitter is goals (if you don’t know what that means, you’re behind and need to read this).  

I’ve been in the office part-time for a little over a semester, and I have a list of things I am determined to master:

  1. Relationship building. This field is so interconnected; everyone knows everyone.  It’s pretty intimidating coming from the outside.

  2. Every social media platform. Advertising on Snapchat and Facebook are completely different.  And those are just two platforms on the list.

  3. Being an adult working a real job. As much as the #adulting hashtag drives me crazy, “Being 18 and working with real adults” is definitely a skill I should be allowed to put on a resume.  I am currently sitting in a silent office where the staff is intensely creating posters and websites and videos or talking to big, exciting, important clients; I’m listening to “Nelly’s Best Songs of the 2000s” and writing this.

Plenty of the skills I learn at the office I already put to use with my journalism major. Communication is a big one. I am a lot more confident in establishing relationships and taking initiative - and not getting upset when my ideas are shut down (not that it happens frequently, I should note).  I get double the constructive criticism, so I grow that much more. And I get to take a class on the media on campus, then see the magic happen in the real marketing world.  It’s pretty great.

Yes, today’s the day. You know, the day you were supposed to do that special thing for that special someone, but it’s very likely you forgot. So instead you’ll go buy a card, a gift or a flower (or maybe lots of flowers) after work and pretend that was the plan all along. It’s okay, we’ve all been there. I’m not here to shame you.

For me, Valentine’s Day has never been a very big deal. Maybe it should be, maybe I’m just not a romantic, or maybe I like to use the excuse that I love my wife as much every day, so Valentine’s Day shouldn’t be any different (that's a copout, I know). And as much as I'd like to express my undying love in the form of a dying bouquet of flowers, my wife agrees that buying her roses is a waste of money. 

Being that I work in the sports industry, and because of my cynical attitude toward Valentine's Day, I thought it would behoove me to find some positive collaborations between sports and love. And what better example is there than sports marriage proposals!? There's not one, I looked. After a comprehensive scouring of the internet, I was able to narrow down the top sports marriage proposals, either at a sporting event or by athletes themselves. I've picked the top five, although they're all winners in my book (it's a short book with lots of pictures).

Now, would I have ever considered proposing to my wife (Heather) at a sporting event? Heck no! Just getting her to a sporting event would've required more planning than a wedding itself (this is pretty indicative of Heather's enthusiasm for sports). And the chances of her saying yes after I got her there... pretty slim. I would've been that guy that got humiliated in front of a full arena. (Sorry about that, guy. You're probably just now getting over it and I had to bring it up again.)

But other than the clearly significant act of celebrating one's love by asking for a significant-other's hand in marriage while being surrounded by fanatic fans, bratwursts and beers, there's also a marketing element that comes into play with each of these marriage proposals. It's an opportunity that every sports team should be taking advantage of because every team has at least a few fans each year that would probably be willing to use a gameday experience to help pressure their significant-other into saying "Yes, I do". And that's the entire point of this blog.

I'll run down the short list of my top favorite marriage proposals, but I also want to point out why they're significant from a sports marketing point of view. Sure, people are making life-altering decisions, but what can you do as a sports marketer to capitalize on it? I mean, isn't that the very essence of Valentine's Day? Yes. Yes it is.

The first proposal comes from the San Francisco 49ers Levi's Stadium, which was the very first proposal at the new stadium- before the stadium was even completed. As far as stadium proposals go, this one was unique in that sense.

Marketing takeaway: Events like this are great PR, especially for something as impactful as a new stadium. It's not only showcasing more behind-the-scenes construction updates with photos, but the chances are your story will reach demographics beyond your typical fanbase. People everywhere are seeing how the 49ers created a special occasion for two of their biggest fans, and that connection leaves a strawberry-goodness taste in everyone's mouth. 

Here's another proposal that likely ended with a "yes", but it's a good example of making your sponsors part of the event.

Marketing takeaway: Sponsors love to see their names associated with positive events. Find ways to make their sponsorship meaningful. In this example, you not only have everyone at the Heat game seeing the logo, but also everyone following on social media. It's a great promotion that couldn't be more fitting with this particular sponsor.

 

Similar to the proposal above, except this one involved one of the Bulls dancers. It was a nice, positive half-time event that gave fans a glimpse into the personal lives of the Bulls organization.

Marketing takeaway: Let your fans experience moments with people from your organization. Fans love their teams, but they really like to feel they're a part of the team. No better way to do that than to get them involved in something like a marriage proposal for one of your own.

 

A little back story on this one, the guy is (or was in 2013) an assistant soccer coach at Fresno Pacific University. He set up the proposal plan with the women's soccer coach, as his then girlfriend was a senior on the women's soccer team. The acting wasn't great and the guy seemed to drag this one out a little too long, but kuddos for pulling this stunt off.

Marketing takeaway: In 2013 when this happened, the marketing buzz word was "viral". And this one had "viral" written all over it. With over 3 million views, I'd say it was a success. It shows how the power of the unexpected can spread like wildfire, and this video leaves a positive impression for most of the world that's never heard of FPU.

 

I'm not gonna lie, this one stings a little. But only because seconds before this proposal (which seemed to be on the top of everyone's sports proposals list), the Broncos had just beat my Sooners. It was an incredible game for anyone but a Sooners fan, and Ian Johnson ended it the right way. If he was uncertain that his cheerleader girlfriend might say yes to his proposal, there was no better time to ask her than right after he scored the game-winning 2-pt conversion. I just have to think for them as a couple, that was the highlight of their relationship together. Gonna be hard to top that during their lifetime together.

Marketing takeaway: This is what you call a freebee. You're riding the gravy train with buttered biscuit wheels. You did absolutely nothing to deserve such a fortuitous situation, but you will surely benefit from it as an organization. Live it up while you can.

So after digging into all this and providing some takeaways, I might not be quite as cynical as I had thought. Or maybe I'm slightly more convinced now that love and sports can work together in a meaningful way! I feel like the Grinch whose heart grew three sizes today!! Thank you, Valentine's Day!

Old Hat and Jason Dennard, Florida State Associate AD for Marketing and New Revenue, have been in a pretty, pretty, pretty serious relationship for nearly 13 years. During that time we've had the tremendous opportunity to work with Jason and his crew on some very cool work. Jason is an easy-going, trusting guy who gives us a creative license on a lot of important projects. Designing a poster for the Noles is sort of a rite of passage here at OH. When Jason asks us to come up with something cool he means it. It's a quality we really value. Now, we don't have the very first OH-Noles basketball poster designed by ZAC, yes Zac, but he remembers the shiny UV coating on it fondly. 

Here's the latest basketball poster we designed for Florida State:

Not everybody at OH has met Jason in real life, but after reading his answers to our 20 Questions several folks here are confident they'd be best friends with the pride of Perry, Georgia: Jason Dennard.

1. NAME: Jason Dennard

2. OCCUPATION/TITLE: Associate AD for Marketing and New Revenue 

3. HOMETOWN: Perry, Georgia

4. PREGAME RITUAL: I always go to the gym and workout the morning of football games. It sets the tone for the day (pun intended).

5. FAVORITE THING TO SNACK ON: Big fan of yogurt and granola but my weakness is chocolate in all forms.

6. FAVORITE THING ABOUT YOUR JOB: Breaking barriers and accomplishing things when critics say it can’t be done.

7. LEAST FAVORITE THING ABOUT YOUR JOB: Too many meetings too little time. If I could clone myself that would be great!

8. HIDDEN TALENTS/HOBBIES: I have a slight obsession with grilling and being a weekend pit master in my spare time.  

9. ADVICE TO YOUR YOUNGER SELF: Life is a marathon, not a sprint. Stop along the way and make sure to enjoy the journey.  

10. YOUR GO-TO KARAOKE SONG: I’ve got two……The Humpty Dance by Digital Underground and being from the south you have to sing some Skynyrd, Sweet Home Alabama.

11. FAVORITE MOVIE: Planes, Trains & Automobiles. 

12. FAVORITE TV SHOW: Seinfeld.

13. IF YOU WERE IN A BOY BAND WHAT WOULD IT BE CALLED: The Dad Bods.

14. FAVORITE PLACE TO EAT: I am a serial visitor at Newks a couple of times per week.

15. WHAT DO YOU ORDER THERE: Cobb Salad no tomatoes and Splenda Sweet Tea.

16. FAVORITE DISNEY PRINCESS: Princess Leia *RIP (Disney owns Star Wars right?)

17. WHAT’S YOUR SPIRIT ANIMAL: I’d say my dog Molly (King Charles Cavalier). That dog has never had a bad day!

18. WHAT’S THE STUPIDEST THING YOU’VE EVER DONE: Entered a bodybuilding contest on a dare and actually went through with it to the shock of my parents, friends…..pretty much anyone that ever knew me. Turned out to be one of the best things I have ever done and eliminated "fear" from my vocabulary.

19. WHAT’S THE LAST SHOW THAT YOU BINGE-WATCHED: Hmm….I would say Curb Your Enthusiasm. Larry David is awesome.

20. IF YOU WEREN’T DOING THIS JOB WHAT WOULD YOU BE DOING: I love music and have discovered a passion for putting on concerts. This is something I do on the side currently.

There are a handful of people who make your job never feel like a job. They challenge you to do your best work and they trust you to accomplish that feat. It is truly a pleasure working with them. I can say without a doubt that Brad Wurthman, Associate Director of Athletics, Marketing/Fan Development at the University of Illinois, is one of those people. He started working with Old Hat in 2011 while at the University of Cincinnati. Brad's very first project was this Bearcats Football Black Out game poster.

Everybody loved The Dark Knight theme in 2011!

His first video with us happened in 2012 and we've been fortunate to work with "America's Favorite Canadian Ginger" ever since. Some of my absolute favorite projects have been Wurthman's.

So what's the real story with this guy? We asked him 20 Questions to find out. Feel free to add your own Canadian accent when reading this.

1. NAME: Brad Wurthman

2. OCCUPATION/TITLE: Associate Director of Athletics, Marketing/Fan Development

3. HOMETOWN: Hamilton, Ontario, Canada

4. PREGAME RITUAL: Gum. Lots of gum. Specifically bubble gum. Plus trash talking. Other than that, I normally try to find about a 2 minute window where I’m completely on my own to just take a look at all of the work that has gone into preparing for our game and the people who worked on it to enjoy that feeling of accomplishment.

5. FAVORITE THING TO SNACK ON: Cookies. Is that a snack? If not, it would still win. I’d still pick cookies even if I wasn’t allowed to.

6. FAVORITE THING ABOUT YOUR JOB: Having the opportunity to be part of a team that can make an immediate impact on something that people are emotionally invested in. There’s a reason I want to sell sports and not something else.

7. LEAST FAVORITE THING ABOUT YOUR JOB: Since everyone can be involved in everything at times, progress can be slowed for certain projects – just have to keep your wits about you and commit to finding the best solution possible.

8. HIDDEN TALENTS/HOBBIES: Drawing/Illustration, Snowboarding, Baking

9. ADVICE TO YOUR YOUNGER SELF: Breathe. Take a moment to do the things that are important to you for personal reasons and not just for professional reasons. Set boundaries and stick to them – without compromising your ambition. Focus on learning, not only on progressing. Most importantly, always leave the blackjack table when you have more money than you arrived with.

10. YOUR GO-TO KARAOKE SONG: I think everyone has to have a three song rotation, unless you’re talented enough to audition for The Voice. Karaoke is not about my voice – it’s about crowd interaction. So, in very specific order…Don’t Stop Believing by Journey, Friends in Low Places by Garth Brooks, Hero by Enrique Iglesias.

11. FAVORITE MOVIE: Jurassic Park

12. FAVORITE TV SHOW: House of Cards

13. IF YOU WERE IN A BOY BAND WHAT WOULD IT BE CALLED: Who says I wasn’t? The Eh Team.

14. FAVORITE PLACE TO EAT: Smoke’s Poutinerie

15. WHAT DO YOU ORDER THERE: Montreal style smoked meat poutine

16. FAVORITE DISNEY PRINCESS: No contest. Ariel. Gingers have to stick together.

17. WHAT’S YOUR SPIRIT ANIMAL: I took two quizzes to answer this question. One said lion, one said llama. So, take that for what it’s worth.

18. WHAT’S THE STUPIDEST THING YOU’VE EVER DONE: All in a matter of about 2 weeks, I committed to go on a 3 week trip to China after graduating college. Though it turned out to be one of the best experiences of my life, I had no actual idea what I was signing up for at the time and it didn’t actually hit me until I was staring down at the center of the Pacific Ocean. Sometimes, not thinking about the end result leads to you to make the best decisions!

19. WHAT’S THE LAST SHOW THAT YOU BINGE-WATCHED: Narcos.

20. IF YOU WEREN’T DOING THIS JOB WHAT WOULD YOU BE DOING: I grew up in a family of teachers and really believe in the power of education – but was not blessed with the same patience gene for rooms of 30 children so that was never going to work. However, I’d love to teach snowboarding and live in Western Canada at one of the resorts – it’s so much fun to watch someone experience their first linked turn because it’s a very individual sport – either you commit to it and fight through it or you don’t. I’m a sucker for a good story about overcoming challenges.

Yesterday, it was announced that the San Diego Chargers of the NFL are moving to Los Angeles. Yay, so what’s the big deal? Is it that Los Angeles went from zero to two NFL teams real quick? No. Is it that they will be sharing a stadium with the Los Angeles Rams? No. Is it that their new logo looks a lot like other logos out there and the internet is going NUTS roasting them on Twitter for it? Yes.

As a creative agency, we know that artwork is suggestive, and a certain look or design may not always please everyone. Especially on the internet where everybody has a degree in graphic design. That’s okay as long as it serves its purpose and our clients end up with a product they love. You gotta have a thick skin to work in this business.

We’ve recently introduced new offerings such as research packages and our Sports180 process to help clients put more meaning and direction behind their creative. Instead of just making pretty posters, we want to create something that will resonate with YOUR fans and local communities. What works for you may not work for someone else even if it looks amazing.

I’m SURE the Los Angeles Chargers thought about this logo for a long time. And if I had to guess, I’m thinking this logo went through several rounds of revisions to get it exactly right. In the statement released by the team’s chairman, he said they are ready to fight for LA and, “we must earn the respect and support of LA football fans.”

Here’s a collection of some of the comments from the social media world. And even one from our very own after hours artist.

 

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:

  • Gameday Graphics
  • Final Score Graphics
  • Player of the Game/Week
  • Player / Coach / Team Awards
  • Starting Lineups
  • Player Stats
  • Holidays

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.

Want to know what (and how) your peers at other schools are doing when it comes to attendance, game experience, ticket sales, and marketing? Here’s your chance to find out!



You’re invited to participate in our State of Sports Marketing survey. It only takes a few minutes to complete, and individual responses will be kept confidential.

What’s in it for you?

  • The inside scoop. Participants will have the option to receive a special insiders’ report with full survey results that won’t be shared with the general public.
  • Gift cards! We’ll be giving away Amazon gift cards with values up to $100 to 15 lucky survey participants. All you have to do is opt in for a chance to win at the end of the survey.

So share your thoughts, score some free stuff, and find out what’s really going on in the industry. And share it with your friends who also work in college athletics.

Why share the survey? The more people who take it, the better you'll be able to see what's going on in the industry in terms of attendance, marketing techniques, game day experience, and more! Anyone who takes the survey is eligible to win one of the gift cards we're giving away (get up to $100 on Amazon!) and receive a copy of the exclusive Insiders' Report.

Take and share the survey now! It’s only open through Oct 21st.

Click here.

 

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