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.
You should probably check it out. It was one of the more fun projects to work on and we were able to do some really cool things with the client.
Remember this guy?
Have you ever seen him do stuff like this before
and enjoyed it?
Well, if you answered yes to the first part of that last question, but then no to the second, then you are probably a reasonable person with well rounded hobbies for entertainment. If you answered yes to ANY part of that question or just think that site I mentioned above is really cool, then you are in luck because on February 11th, Old Hat will combine those two amazing categories into a rock block of fun. And by “rock block of fun”, I mean a webinar that goes through the process of helping you sell tickets with an amazing Old Hat website.
Stay tuned for more info as we get closer to the date, but as with all things Old Hat does, it will involve a little bit of random, a little bit of awesome, and a lotta bit expertise.
A certain movie comes out in two days. Well, two days for the majority of the U.S. Some lucky souls have already seen it. Your social media timelines are stacked with stuff about it. Maybe you’ve heard of it, or one of its predecessors? I’ve had my IMAX 3D tickets for Star Wars Episode VII: The Force Awakens for nearly two months, so you could say I’m a fan. From all appearances, the movie looks to reference the original trilogy more than the prequels, with real actors and sets and less CGI. That return to basics approach should satisfy the majority of fans, after the bad taste left from some of the prequels.
You might think that Star Wars is the most profitable movie franchise ever, but as of now, it stands fourth or fifth depending on calculations in worldwide box office, behind the likes of the Marvel Universe, Harry Potter, and James Bond movies. Those numbers will likely change over the next 4-5 years as spinoffs and additional sequels are set to be released - Rogue One in 2016, Episode VIII in 2017, a Han Solo spinoff in 2018 and Episode IX in 2019.
There are hundreds, if not thousands, of stories and links created ahead of The Force Awakens. Here’s a few of the ones I’ve come across. The branding is strong with these.
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.
I have spent a lot of time in my garden for the last six months. It has been a lot of work, but at this point in the year, it is pretty enjoyable work. Why? Because all I really have to do is walk out and pick things to eat.
That has definitely not been the case throughout the last six months. With twenty-seven inches of rain in twenty-nine days, it has been a struggle. Plants have gotten sick and/or needed constant attention. I have faced more bugs or diseases this year alone than all of my previous years combined. I have spent more time on garden forums than I want to admit and have read through a 300 page garden reference book. It has not been overly enjoyable, and it is a hobby that has it ups and downs. Through it all, being able to harvest has driven me. This Saturday I made gumbo. About half way through, I ran out of peppers and okra. It took all of two minutes to walk out and pick what I needed from my garden. It was rewarding.
I find that busy season for Old Hat is a bit like harvesting my garden. The stress level is definitely different, but the steps we take to get here are very similar. We spend more than six months reviewing our processes, creating new products, and telling the sports world about them. This year we have added an extra source of information in Marketing Automation that is producing more data than we have ever had. We are able to see what people are doing, clicking on, reading, and looking through on our site. It allows us to target our products to those that we know are interested. It is a great service and another product we spent the off-season preparing for our clients and ourselves. Zac blogged in detail about it here
You should check it out and then we can all be harvesting at this point in the year!
Yesterday, Ashley and I traveled to Stillwater to meet with the OSU Sports Management Club. I enjoyed getting to meet the students involved in the group and share a few of the things I have learned from working in the industry. The excitement they have about going into the sports industry is refreshing. We spent about an hour talking with them about our careers and answering any questions they had about the industry. I am truly grateful to work where I work. I consider myself lucky to work on sports projects everyday.
I enjoy seeing that excitement in young people. Excited about what is to come and excited to learn. I help coach a flag football team for similar reasons. I enjoy working with kids and seeing that spark in their eye when they start to understand the game. Watching a young person go from confusion to pure joy in their understanding or the lesson they just learned. Then watching them apply it during a game is something that always brings a smile to my face.
Sports bring that out in people. At Old Hat we “Amplify the Sports Experience” and in that motto is the reason I enjoy coming to work everyday. We want to make every experience a fan has with your team an exciting one. We want fans to get the tickets they bought in the mail, see the design, and start counting down the days until they are in the stadium. We want fans to get chills when they watch a team run out of the tunnel to an intro video. That enjoyment, that passion for the game is what we want to amplify, and all it takes is a young person being excited about sports to remind me of why we do it.
Today is September 22 which for me is good ole blogging day which I have not participated in for a while. If I were not the absent minded professor you would get to read all sorts of wonderful posts, but I have reigned as the absent minded professor for a long time. When I was a little boy I would forget my house key at school which forced me to either walk all the way back to school or pull some acrobatic moves to open and jump through the back kitchen window just off the side of the back deck. My mother would have been quite upset if she knew how many times I jumped to that window 15' above where I could have easily plumeted to my death. Anyway, the title of my post is 365 Days of Social Media not The Absent Minded Professor, so lets continue moving forward on that topic.
365 Days of Social Media refers to a journey I am sending myself on in which I will be attempting to post a social media graphic every day for a year. I have been putting a lot of effort towards improving my overall life in every way and in today's world social media is ever more important and is only expanding and evolving. Social media engulfs the lives of anyone who has access to a computer. It has the power alter someones life in various ways, which has brought about debates as to whether it is good and/or bad. Regardless of what you think social media is most likely not going anywhere. So, I say embrace social media and take a look at my instgram and facebook pages. One of the graphics could inspire you, it could change your opinion, it could also piss you off, but remember Don't Think Too Much. Thinking too much can be a very bad thing.
As I watched the opener of the NFL season last night, I followed along on Twitter. Sports remains the top must-see live fare, and ‘watching’ it in realtime via social media along with others seems to be the way to go. Because my Twitter feed is full of sports sites and sport-industry creatives, I saw an abundance of graphics highlighting the matchup and especially Antonio Brown's hair, Rob Gronkowski's TD catches and the return of Tom Brady. Even if people aren't able to watch the live event, they want to follow along on their devices.We're certainly seeing this in college athletics, as evidenced by the increased amount of social media graphic creation that's popping up in our workflow. Graphics for the next game, pregame lineups, in-game updates, postgame wrap-ups, season tickets - we can certainly do them all whether matched to your poster/current campaign or a completely new look.
On a side note, one thing we haven’t liked that’s also been showing up in the workflow is changes to athletic department brand standards. While we don’t mind a school looking for uniformity in their projects, these style guide changes are especially frustrating during the school year once the creative look has already been established. (And yes, those changes usually do hamper creativity.) So to schools… please change your brand standards in April or May, not August or September!
And finally, on a completely different and more important note, it’s impossible to not write a blog on this day and not look back to fourteen years ago. I will never forget where I was, on my way to work hearing about the events from a radio show which originated in New York. While I didn’t know anyone that lost their life that day, we should pause to remember them and their families as well as the police, firemen and first responders that helped or assisted during the tragedy. It's unfortunate that cultural attitudes toward the police and military have changed for the worse over the last decade, but we owe a tremendous debt of gratitude to those who continue to protect, serve and guard against future incidents.
I was thrilled to head back to my home state, Nebraska, this past weekend for a quick visit and to attend the Nebraska/BYU Football game.
While there, I got to see a few old friends from my old stomping ground, HuskerVision. And by OLD stomping ground, I really mean it. It's been 11 years since I last worked at Nebraska. The changes are ridiculous. The athletic department looks nothing like it used to. The only constant was the people I was able to catch up with while there.
One thing that Nebraska is in my opinion, really leading the country in, is technology related fan experience improvements. Last year, the Huskers announced multi-million dollar additions, including completely new in-stadium sound systems and improving their in-stadium wifi. As most people are probably aware, most stadiums have very limited connectivity in venue. Nebraska's is really great and I imagine it's leading the way for a lot of departments. I visited the department on Friday, and could connect outside the stadium, so I think the footprint must be pretty big.
When I was there, I visited my old friend Kelly, who is the Assistant AD for Digital Communications, and he showed me around Nebraska's digital headquarters (his office). He has a staff of people - three full time as well as interns, completely dedicated to digital strategy and production. This is their setup for monitoring all things Nebraska on social media.
Outside and Inside of their offices (I didn't get good pictures, so the two above are borrowed from Nebraska Media Relations).
These two are taken by me. The screen on the bottom right shows seven different Twitter feeds at once, including the official Huskers account, head coach Mike Riley and more. Here it is a little closer up.
Nebraska is hugely committed to staying at the forefront of social media and I've been really entertained by the content they release: great videos, behind-the scenes kind of stuff. Only speculating here, but I'd guess some of the staff (administrative and coaches), don't necessarily understand a lot about social media, but it seems like they do understand it's importance, especially for fans and for recruiting.
He also showed me what I think is one of the coolest enhancements Nebraska has undertaken, their official app. The app contains most of the information you can view on their regular website (schedules, rosters, news, ticket purchasing, etc), but also has really awesome in-game features. My favorite was the ability to see any replay, from several different angles, right on my phone during the game. I could also press a 10 second replay button so I could view anything I missed.
All-in-all, it was a great (but exhausting) weekend! The only downer was the final play of the game...
I get the question all the time: "What should we be doing that we aren't doing?" or "What's the newest thing that we should be doing?" The are always new answers because there are always new things being developed. But right now and for the forseeable future, the answer is: Marketing Automation
What is marketing automation, you ask? Well, there's a graphic below that does a good job of explaining it but honestly, this is one of those things you have to explain through a demo. The basics are this... Marketing automation takes your sales initiatives and makes them about 100% more effective. It's about tracking, data mining and giving you analytics that allow you to make your ticket sales and fundraising campaigns more targeted and more effective. It's audience segmentation, directed email campaigns, automated follow-ups, customer relations management, pixel tracking, re-targeting and much more. And it's something Old Hat is now offering as a service add-on to our web projects.
We'll be launching a website for a client in November that's directed at ticket sales. Through marketing automation, we'll be able to tell them who is spending time on what portions of the website and for how much time they're in each section. We'll know if they converted on the sale or not. If they spend 5 minutes on the mini-pack page, they'll get a follow-up email automatically a few days later telling them more about it. If they spend time looking at renting the terrace suite for their corporate event, we'll be able to give the client a list of those people so they can give them a call. If a family-pack is purchased, that person will get an automated email a few days later telling them about the family entertainment opportunities on gameday. And that's just the tip of the iceberg.
I've been working in collegiate athletics for nearly 15 years and I'm not sure I've ever seen a more powerful tool in increasing ticket sales and donor relations. Give me a call at (405) 310-2133 and I'll tell you more about it. And see below... This stuff is amazing.