Team Effort Escapes Me

At Vanderbilt we recently put together fundraising promotion with our children's hospital. We hoped to sell additional tickets to a conference game that would otherwise not be sold, make a sizable donation to to a worthy cause, and garner the benefit of a local/national celebrity (Kix Brooks of Brooks and Dunn) endorsing our team and program.

I would rate the promotion at about a B. While we sold some more tickets, and made a decent donation to the children's hospital, we made great strides in branding our department and University as one that cares about our community and a very fine Nashville partner. Many people in the community commented on the generosity in a day and age of college athletics where money and spending is getting out of control. (see $100+M budget at Ohio State).

But this post is to talk about some of the things I learned along the way and the importance of building a consensus in support of a project.

I had the notion that because my fellow employees shared many of the same passions and interests, that the promotion alone would sell itself to them (my fellow employees). I had the thought that they would just blindly follow whatever lead I took in generating support for this cause. However, I think I was mistaken.

I sent an email to the staff of 100+ with some emotional case studies of children in the hospital and three specific bullets o how they could help. One of those options included simply forwarding the email along to their friends and family with a personal note of endorsement at the top. While I do not have data to support this, I have a pretty good hunch that less than 25% of the staff even forwarded the email! Shocking to me.

However, I learned something.

I put myself in their shoes. While I had lived and breathed this promotion for over 6 months, to many this email was probably their first exposure. (even though there was a significant media campaign and press coverage). So, it may have been "just another promotion or University initiative that they are asking me to help" ... delete.

To put it in another example, I asked myself how much I really paid attention to/assisted in communicating our new No Smoking policy. Not much. Why, because it just did not interest me. That is my fault.

In future such big ideas or projects I think I would try a few of the following:

• Over communicate the launch of the idea to the staff
• Communicate using varying mediums - email, voicemail, flyer in their mailbox
• Personally distribute plan including the benefits and opportunity
• Follow up with in person staff meeting visits
• And for this type of event, maybe take as many staffmembers as possible on a tour of the hospital.

I had the thought if I put together a decent idea, the staff would simply do whatever I asked just because we work in the same place. That was wrong. And I will be better for it next time.

Take care.

Who's the boss?

First and foremost, I must apologize for the long ... long ... long delay in posts. I made a commitment to this blog, and I have not made it enough of a priority.

However ...

That changes today! (for now)

The question to ponder is "Who is the boss?"

To ask the question differently, who should be the target of a marketing staff in regards to game entertainment? I have operated for years with the mindset that everything I do should be to "Make money and make fans." It is even on the bottom of every staff meeting agenda. Everything we do is aimed at those paying the bills.

However, I recently have been involved in some eye-opening conversations with our coaches. While I still maintain my current opinion of where our attention should be, I see a little bit more of the other side.

For example: our basketball game entertainment has carefully been crafted to create our own niche in the Nashville market while creating and deepening our brand with a distinctly collegiate feeling. That is what is selling tickets, that is what entertains our fans, and that is what differentiates us from the pro sports around town.

But, for a coach, what matters most is "pumping up" their own players for the game at hand and also entertaining their recruits in the stands. Those two objectives are usually mutually exclusive to what our department has tried to create. A 55 year old woman in the bleachers would really rather not hear the latest from Jay Z played at deafening decibels. She could have got that at a Predators game down the road.

My opinion is unchanged, but surely there is a way to marry the two together.

Take care.

Lessons learned

If you didn't know, Vanderbilt's outspoken maverick, also Chancellor, accepted the same position back at Ohio State where he was President from 1990-97.

Many friends and colleagues have been asking the obvious question related to athletic ... "will you be getting an AD again?"

Of course, I have no idea. Anyone who has an idea is a fool unless they are position on the Vanderbilt Board of Trust or the search committee.

I still am not sure whether or not the restructuring is the right way to go for VU, but there have definitely been some lessons learned throughout the process.

The much ballyhooed integration of the athletic department focused on student-athlete integration. But perhaps, in my opinion, the most important lesson learned through Gee was entire University integration.

I routinely have interaction with colleagues from the VU Hospital, Children's Hospital, University Public Affairs, and University donor relations. In most Universities, the tail many times wags the dog - Florida, Ohio State, Notre Dame, Alabama, etc By working hand in hand, not only did the University community develop some new found respect for each other, we also realized the value in leveraging our assets and relationships.

So if I had one request from Chancellor (Fill in the blank), please allow/encourage cross departmental organization. It is for the good of the University and the employee.

Take care.

Naming Not Nonsense

What do the following have in common:
iPod
Flugtag
iTunes
Google
Which Wich
Venti Caramel Mocchiato
Cherry Garcia

Not only are the above very successful products or brands, but they are also incredibly fun to say. Are they not?

I mean, two weeks ago I probably had 30 people asking other folks what the heck a Flugtag was. I didn't know either, but after asking and discovering, I felt I had some sort of weird, event-name currency because not everyone knew what it was. It is this type of "currency" that is the foundation of Buzzmarketing.

Clearly the Flugtag was a pretty good event, but the more interesting thing was that not once did I see one mass media ad. Not one. Yet I wanted to go, many people I knew went. Why? I think a lot goes back to having a fun name.

So what in the world might this have to do with college marketing? That is what I trying to determine. Since I can't rename our University, let's look at some opportunities we may have.

Concessions, parking lots, ticket packages, seating sections, game personnel, etc. With our branding efforts centered around true student-athlete, social affair, Nashville tradition, collegiality, family entertainment, and the underdog below are some random attempts:

• Buttonhook Burger (might allow a Dad to explain what the heck a buttonhook is to his son)
• Hot Diggity Dog (stolen)
• Me, Mom, and Pop Pack (family ticket package)
• Yippi Di Do Da Dollar Days ($1 ticket games)
• Tickle Me Tater Tots

You see where this is going. Join in, and send me your samples.

Take care.

Shaq Attack

You ever been asked to play the "If you had five people you could have dinner with, who would they be?" game?

Me too, as recent as last week.

Weird though, only one name had a definite seat at the table ... Shaquille O'Neal. Not exactly President Bush, or Ghandi, or the Pope, or even Michael Jordan (although he would probably be there though). The folks in the car kind of laughed, but I sincerely would enjoy spending time with Shaq.

Yes, a big part of it is his humor. I think he is the funniest cat out there. He would certainly have me in stitches before the night was over. But he is more.

I have heard numerous stories that paint the picture of him being the perfect star athlete. From him being Shaq-a Claus, to Shaqs-giving, to his life long passion to be a police officer after his NBA career is over he just genuinely wants to help. He is leveraging his star status to make a difference in this world. And I appreciate that.

The most recent illustration of him using his stature for common good is his newest TV show on ABC called Shaq's Big Challenge. He takes 6 obese children and will teach and train them on the benefits of a healthy lifestyle.

But he does it only as Shaq can. He is simply hilarious. His show is great ... so far. Hopefully, with the humor woven into the reality show, maybe parents and children can learn something. We as Americans are getting ridiculously fat. No, not heavy, not overweight, but FAT. If calling our children fat is going to motivate them into a healthy lifestyle, then by all means.

We have a program at Vanderbilt called Building Dores where we challenge elementary aged kids to keep an activity log for 2 weeks in exchange for a free ticket. I am very proud of this program and it has proven to be a great success as it relates to selling tickets. However, this show has me rethinking how we can make a real difference in these kids' lives.

Check out the show. If you have children, TiVO the show and watch them all.

I have used the following label for Shaq in the past and I feel even more strongly that he is my generation's Ali.

Take care.

NACDA Review

It has been a while since my last post, but believe me much has been happening. Below is but a taste:

• Vanderbilt baseball won the SEC Tournament
• Vanderbilt baseball garnered the No 1 overall seed in the Road to Omaha
• VU hosts first ever NCAA Baseball Regional
• Sold out all seats for Regional before Monday
• Lost Track coach; resigned
• Lost baseball regional in dramatic fashion Monday to Michigan
• Lost very successful women's golf coach - went to Texas
• My staff and I attended NACDA Convention
• I spoke on our customer service program at NACDA
• VU has begun our second Sales Academy
• VU football season ticket sales are about 37% ahead of last year

A big part of the time recently was attending the NACDA Convention in Orlando, FL. While I will try to speak in more detail soon, below are the highlights.

• Learned that ESPN 360 will soon become a major player in "television" rights game. ESPN 360 is espn.com's subscription service that has broadcasted some games so far, but will leverage their ESPN network rights agreements in the future to distribute many non-televised games but also could potentially supersede the RSN in the future. Stay tuned.
• Of course, we made some more really good contacts in the business. It is funny, my first year I was wasting time in the exhibit area because I knew no one. But now, I barely even noticed the exhibitors because I am becoming more familiar with the people at the various institutions.
• We talked more with CLC who will become our licensee in July. I am so excited at what possibilities exist as we move forward.
• Saw the Space Shuttle take off! Freakin cool.
• Learned that the college industry is VERY slow to adopt the pro sports sales model for selling tickets. While there is certainly momentum for hiring sales staffs, the movement is very slow. I don't get it. Everyone that has made the leap, reaps the rewards.
• Gave my presentation on our Deputy Dores program which is a group of volunteers performing random acts of kindness. It is shocking how many people are interested in customer service, yet have no sort of plan. I thought I did well, but certainly tailed off on the third g0-around of a 45 minute presentation.
• Listened to a pretty good speech by Head South Carolina football coach Steve Spurrier. More on that later.
• Coined a term - Networking Nitwit. I ave discovered there are some people that have an uncanny ability to network themselves extremely well with very little substance. However, these people do end up getting good jobs in this industry. Makes me wonder ... who exactly is the Nitwit?
• Definitely wonder why some departments and schools choose not to send their staffs on a professional development trip like this. It just offers too much.

That's a good recap, and I will get back in the saddle with my posts now. Things I am paying attention to these days include:

• Obama's web strategies
• The iPhone launch
• Not the NBA Finals
• Whether the Cardinals can tread water long enough to get Carpenter back
• XM Radio - I just got a free portable receiver and a free one year subscription
• Vanderbilt Football
• My summer vacation at Daufuskie Island!

Take care.

Predator Possibilities?

By possibilities, I am referring to those possibilities that might exist for Vanderbilt. Since 1998 when Nashville welcomed two professional franchises into the market, we (Vanderbilt) have struggled to keep up. (until recently)

But after the Predators were sold, and much of the speculation is that the team will be moving, we have begun having discussions about making sure those businesses that have supported the Predators fulfill their business needs with their friend who has never left and never will, the Commodores.

-- Allow me to speak as a Nashvillian for a minute. I love my city, and whether I am a Pred fan or not, the Predators are good for the city, even if it means making my job more difficult. The Predators provide a vibrant downtown nightlife that would be nonexistent in the winter months otherwise. Of course, I do not pretend to know the financial situations related to the city's deal with the Preds. --

Back to the topic. The love affair with pro sports has taken a hit recently. We at Vanderbilt have fielded many compliments from those that have defected from the Titans or Predators. After taking our lumps and being knocked down a few pegs in the Nashville sports community, we have attacked the corporate culture with creativity, work ethic, and superior service as related to the corporate community. And the results are showing. Our corporate revenue has taken a sharp increase recently int he sponsorship and hospitality categories.

Now, the opportunity has presented itself to go further on the offensive now that the Predators are facing extinction. We are excited, prepared, and eager to accept this new challenge.

But the challenge will not be easy. The Predator fans are rallying around the chance they could actually play a part in keeping the team in Nashville. They will have the help from local media (who have an obvious vested interest in the team staying), and the target of 14,000 average attendance is an attainable goal. It will be very interesting to see the response of Nashville to the very public 'NEED of ticket sales or lose the team' messages.

For me, I will be happy either way. I just love having the opportunity to learn ... either what to do or what not to do if I am every faced with a similar issue in my professional life.

Take care.

Identity Discovery

Marketing guru.

Biggest Titan fan I know.

Money bags.

Wall Street Journal evangelist.

Tree-hugger.

A Mac is the way to go.

Huge "24" fan

The above phrases are but a few descriptions of people I have heard just in the last 24 hours. Some sound negative. Some are hard to measure. But all are part of a little secret in marketing successfully ... discover a way for your customer to use you in their identity.

People love labels. Labels stick. Bad part is, when you get an identity, it is only as strong as the amount of dilution. In Nashville, it is very hard to be the "biggest Titan fan". Pretty soon, you are just a fan like everyone else.

So what can an organization do to allow customers to identify themselves with your product, yet not make is so diluted they become bored with it?

I do not have an answer, but I am thinking on it. Maybe in the near future I will write more on the subject. This fascinates me.

Take care.

Campaign Copycat

I am not a terribly political person. However, I love a presidential campaign as I tend to learn an awful lot about PR, spin, crisis management, positioning, communication, and most of all marketing.

After surfing a few presidential hopefuls' websites, it dawned on me that college athletic departments can learn a lot from the way a presidential campaign can be complemented online.

Obama 08 was the first that caught my attention. (actually, the first was W's in '04 who apparently was the first to embrace the online medium effectively - I don't count Howard Dean)

Now before I go any further, let me reiterate I do not have a current opinion on any candidate, but I am merely analyzing their campaigns from the online community only. There, I don't want my conservative buddies lined up at the office when I get to work!

Some of the highlights I like that could easily translate to college athletics:

• HUGE "Donate button" - duh
• Answer Center
• Blog - I personally think an athletic fundraising blog should share stories from around the program, coaches, etc
• Well produced video pieces carefully illustrating the message
• Grassroots initiatives online
• Clear objectives - recruiting your vote (fan support) and raise funds
• Calendar of events including volunteer opportunities

This is certainly not an exhaustive list, but I think this can begin the thinking that would lead to a more active solicitation of an online relationship with a large group of people.

By providing some easy points of entry or new ways for fans of your school to become active, a site can deepen the relationship and emotional bond for a donor or fan.

Take care.

My Playoff Plan

I really do not consider myself an NBA fan, however the past few Mays, I have found myself tuning in and thoroughly enjoying the Playoffs. But, this always makes me wonder why I watch ZERO regular season games.

This morning on the Sports Reporters, one the discussion points was on how insignificant the regular seasons are becoming for every major professional sport.

Almost half the teams make the playoffs for each of the major sports, thus the regular season is getting diluted. And I strongly agree.

But this is something that I have thought for a while, and I think I have a relatively decent solution.

Keep the number of teams in the playoffs, keep the seven game series (obviously this will not apply to NFL), but only play the games on the higher seed's home arena/stadium.

What? Yea, I'll say it again, all games played at the higher seed's home.

It really is not that difficult for a lower seed team to win a series nowadays. All they have to do is steal ONE game on the road and then the 82 game NBA regular season is nullified and the lower seed now has the advantage. It is happening more and more often. Lower seeded teams are winning.

Let's look a little deeper. It is a well known fact that some teams will rest players with nagging injuries, not give their maximum effort, and generally cruise through the regular season should they be good enough o be in the playoffs. Why? Because the seeding carries very little weight. If you had the top team in the NBA, and you had a one game lead on the second place team, but your star tweaked his ankle late in the regular season? Would you rather have your star 100% for the playoffs by resting him, or play him so you can hold on to the top seed? Everyone will do the former.

But, should that team potentially have to play the final series at the No 2 seed's home arena/stadium should they lose the final few games, I think more of them would play.

This plan will put significant emphasis on the regular season and the battle for the seeds.

Of course, you are probably thinking about the lost revenue for the lower seeded team? I have a plan for that too. Pretty simple really. All ticket, concessions, sponsorship, and ancillary revenue produced by the higher seeded team will be split right down the middle with the lower seeded team.

The few drawbacks include taking playoff home games away from half of your markets could jeopardize some of the fan avidity come postseason time. But I think this will be offset by the increase in attention and focus paid to the increased significance of the regular season.

My plan certainly has a few holes, but I think there is not enough on the line during the regular season, and having to play all games on the road of the higher seed's turf could make the regular season a bit more important.

Take care.

Prized Products

I thought I might pass along a couple of products that have blown me away recently.

Jott.com might be the most useful tool since the fork. Are you like me in that you call your own voicemail several times, leaving yourself a message for you to get when you get to work? (isn't that awkward at the end, I mean do you say bye? Or have a nice day? Or take care?) Anyway, Jott.com makes this process a bit easier. After registering for the free service, you can call the Jott phone line (programmed into your phone of course), speak your message to yourself, then Jott.com will email you your message. Cool huh? If you are like me, and utilize your inbox to be sort of a to-do list, this service is a must-have.

The second product is more of a service as well. Erica Erck, a lifestyle photographer, blew my wife and I away with her talent. We have a two year old girl, and were needing a springtime photo. We were debating between a relatively expensive hired gun (Erica) and the old faithful Sears photo studio. I mean Sears had a $10 special going on! Obviously I am not endorsing Sears, so needless to say we bit the bullet and went with Erica. We were very nervous as anytime you have a two year old you never know what will happen. But, Erica was able to turn the 7 total minutes of time out of the 2 hour shoot that our daughter was happy into 75 masterpieces. I mean seriously, these photos are amazing (Gracie in the park). Of course, I think my daughter is cute, I mean every father does, but these are far and above beyond anything I expected. I am happy with my fee to pay her for her time, and ecstatic with forking over the money needed to print the photos.

Take care.

Little Johnny

For those that don't know me, I am a freak about customer service. That being said, I am still not thrilled with the level of customer service we provide at Vanderbilt events. I think it is very good, however my expectations are closer to Disney than to a college football game.

Enter Johnny.

While incredibly cheesy, and closely resembling some sort of powerpoint chain email my Mom might send, the message should come through loud and clear.

Make a difference. Impact one of your customers in a special, unexpected way.

While we certainly are not quite the caliber of Johnny, we have a pretty good program called Deputy Dores where we provide "random acts of kindness" to our patrons. These 'random' acts are hardly random at all, only random in that they appear to be random to the fan who receives one of them. The experiences can range from a free golf cart ride from the parking lot, complimentary concessions for an entire family, a seat upgrade from the rafters of basketball to the 3rd row (but we do not make a big scene about it like some people's Best Seats in the House), or handing out free Kid Commodore hats and face tattoos.

We estimate that our 40 Deputy Dores "touch" or provide Magic Moments (yea, stolen from Disney) to about 500 fans per game or 3,000 people over the course of a 6 game football season. Obviously there is some possible overlap, but if 3,000 people tell 10 fiends about their "Magic Moment" we have imprinted a positive image of a Vanderbilt game on 30,000 potential VU fans. That is the kind of viral marketing we could be proud of.

We have not cured cancer or anything, but these types of programs are far underutilized when creating a solid marketing plan. So go put the 'ole phrase (it takes $7 more to attract a new customer as to retain a current one) to practical use. Yea, I said it, take your AD BUDGET to fund your Magic Moment program.

Take care.

Maker's Mark's Word of Mouth Program

While planning our annual trip to Keeneland for the Bluegrass Stakes horse race, I was talking to a friend who used to live in Lexington for some advice. She informed me of a great little party on the Friday night put on by Maker's Mark, but it is "Invite Only". After visions of all the clips and photos from Millionaire's ow at the Derby, I immediately discounted what sounded like a great party - Thoroughbreds and Redheads.

Then the kicker - she said all you have to do is register at makersmark.com for their free Ambassadors program. Voila.

After logging on, registering myself as an Ambassador for Maker's Mark, researching the party a little bit, it hit me - this is brilliant buzz marketing. To take it a step further, I called the other couple who are making the trip with me about the program and more importantly the party.

Here's the highlights of the Ambassadors Program:

• Free by simply filling out an online form
• Access to a password protected website containing historical info, upcoming events, my barrel update, and tools
• As an Ambassador I get my name (along with 17 others) as an owner of a whiskey barrel. Plus, I can purchase whiskey from my barrel in just 7 short years.
• Exclusive access to free events like the after party of the Makers Mark Mile (the Friday horse race before the Bluegrass Stakes)
• Tools - these are brilliant, availability to request (free) invitation cards to invite others to join the club
• Free, unannounced gifts. Actually they do not promote this as it is intended to be a surprise. Apparently, at Christmas, and my barrel's birthday I will get gifts in the mail. Good gifts like a set of bourbon glasses with stirrers.

I know you are thinking, why in the world is Eric talking so glowingly about whiskey, is he an alcoholic? No, I don't even like whiskey. (first alcohol I ever got drunk on, now I cringe at the smell) But I am intrigued at this level of marketing.

They are obviously holding out the special parties as a carrot to get people talking, to get people to sign up, to begin the relationship with Maker's Mark. That is what got me. Once hooked, they have a very extensive program by which I should become more engaged in our new relationship.

Maker's Mark is capitalizing on everyone's desire to be an "insider".

My question is, how can we do that with Vanderbilt Athletics? I mean, I have absolutely no interest in drinking Maker's Mark, but I feel connected, almost obligated to purchase a bottle or two to have in my house when we entertain those that do like whiskey. Perhaps we can accomplish the same sort of connection with the hundreds of thousands of transplants to Nashville as it relates to VU? I mean, they are "true Michigan State fans" or "the biggest Nebraska fan", but perhaps by creating a program by which a connection can be made we can begin the acceptance of Vanderbilt as their "2nd" favorite team - or "my new home team".

Maybe the carrot could be an exclusive tailgate party in Vandyville. Or a pregame exclusive credential granting field level access before kickoff. Maybe exclusive gear.

The issue I am running in my head is how to generate revenue. Or how to enable them to spread the word. Or how to spread the word while keeping it exclusive.

Thoughts? Email me.

Take care.

Like reaching in your pocket and finding $20,000

Well, not quite. But we have uncovered a little revenue nugget at Vanderbilt that all athletic departments should actively pursue.

Facility rental for non-traditional purposes. We all receive requests for basketball games, Special Olympic events, or maybe even concerts. But unless you have a promoter on your staff, relying on those sorts of opportunities could be a daunting task.

At VU, we have discovered a market for our premium basketball donor rooms for non-traditional events. A list of the events we are pursuing/booking are below:

• Wedding rehearsal dinner
• Corporate sales meeting
• March Madness viewing parties
• Wedding receptions
• Birthday parties
• Sales presentations
• Holiday parties

After we began promoting our venue for holiday parties this winter, we have had several inquiries for renting the facility. Those inquiries led to us researching how we might fit into the wedding market by meeting with a wedding planner. Low an behold, she stated that there was a shortage of spaces our size, and coupled with the unique environment around Memorial Gym we should do very well.

After some intial evaluations, we estimate we can generate at least $20k in revenue this year, withthe number escalating in years to come.

In the never-ending search for more revenue, sometime you should look around you to find your answers.

Take care.

I get no respect!

I began this post by Googling those schools in the hoops tourney that used the no respect tag as motivation.

I had intended on linking a few of them, but there were so many I choose not to link to any of them. This is getting ridiculous.

If everyone is getting 'no respect', then who is?

No, You Suck!

I recently had the pleasure to attend a "big time" hockey game when the Nashville Predators hosted the Detroit Red Wings. Aside from wanting to see the best atmosphere in Nashville hockey, I wanted to see if the best of what pro hockey has to offer compared with the best that college basketball has in terms of excitement.

Well, I was not surprised. While the hockey game was thrilling, it did not even come close to matching the energy and enthusiasm of either the Vanderbilt - Florida game or the VU - Kentucky game this past Sunday.

I may post more on some other pro vs. college business questions, but I will wait for another time.

I want to address the eroding language at sporting events.

Maybe I am getting old. Maybe I was always sort of a fuddy-duddy. But the off-color chants are getting very tired. I sat through a three period hockey game where the only thing the crowd would get into (other than goals) was a "you suck" or "Chelios is a sissy" or something to that effect. This language is not unique to pro sports as I constantly have to listen to VU students chant "bullshit" any time there is a bad call.

Why? Why is this cool? It clearly is, because everyone loves to do it. They love to do it, then brag to a buddy about starting the bullshit chant. I can sort of see back in the day, you know when you did not hear shit, hell, and damn every day on free TV, but is it still cool to say bullshit when it is not really prohibited anywhere? I mean if Leave it to Beaver premiered this season, Wally and the Beav would be telling Ward that "thes damn chores are bullshit!"

Yes, I am being a bit of a hypocrite again, as I am sure I have chanted things like this before, but I am older now. My career is different now. Every time a chant like that starts at VU, my face gets a little red when I am out there selling the family entertainment. "Hey, bring your kid, we are the clean sports team in town." Except when 2,000 people are chanting bullshit and you have to tell your 5 year old a) what they are saying, and b) that even though all these people look like they are enjoying it, it is not a good thing to do.

Sorry for the rant, but I am just wondering if maybe we can get a little more creative. I am clearly in the wrong, as everyone enjoys it.

I guess I will sit quietly, and figure out how to channel that energy into something less embarrassing.

Take care.

ROI Gone Wrong

Call me a "flip-flopper".

Call me "John Kerry wannabe".

Wave your hands from side to side emphatically to illustrate I can not stand by my own philosophies.

That's OK, I'm man enough to take it. I have recently reconsidered my position on ROI as it relates to marketing.

My longtime belief was that it was absolutely stupid to spend any money if you did not expect a significant return on the investment. The theory came from Jon Spoelstra. I am a disciple, and I usually follow his models religiously. However, I find myself in a baseball mess where I can almost guarantee a 0 ROI, but I am spending anyway.

Let's get one thing straight though, I am still not spending cash on the antiquated idea of mass media marketing. Every dollar will go into direct mail, email, or database phone messaging.

Our situation at VU could not be better. Our baseball team is currently ranked No 3, we have an All American pitcher in David Price (above) and an All American 3rd baseman in Pedro Alvarez who are both considered the top overall picks in their respective MLB drafts (o7, 08). We have a lot of equity in a very likable, intense head coach in Tim Corbin. We have a great atmosphere, but it could improve. We are sold out of season tickets before we throw the first pitch.

What's wrong? No shows.

I know, I know a pro team would NEVER do what I am doing. But I think college sports might be a slightly different animal in that we count on the collegiate energy generated from a good crowd to be a big part of our entertainment. When they are not there, we do not have the entertainment to assist in a poor performance we lose a little equity.

You might be saying "People do not like your product?". That is not entirely true. We have a great turnout, but with only 2,000 seats a missing 150 really is noticed. Word from our fans is that committing to three straight days of baseball in this town with so much to do is quite the tall task.

Therefore, my challenge is to get people who have already paid for their tickets to show up to all three games. Therefore, every ounce of money we spend, will get 0 return. (obviously there are ancillary revenue sources such as concessions) So I will concede and put together a database marketing plan to fill the seats at Hawkins Field. Below are a few of the ideas I am thinking of:

1. Tennessean.com ad - part of an existing deal, we plan on creating a flash video preview of the next homestand.
2. Voicemail - We have worked very hard on a very clean database. We will send the audio of the flash presentation via a broadcast voicemail
3. Email - We will send our flash presentation via email to our qualified database
4. Gameday promotions - We will begin Fireworks Fridays, and bring our tailgate party from football, Vandyville, to baseball Saturdays filled with kids activities and inflatables.
5. Direct mail - We plan on sending a letter that would be in homes the Saturday before a home weekend series which would include self addressed envelopes and encouraging season ticket holders to send in their tickets if they do not plan on attending.

We'll see how it will work. I am crossing my fingers. It helps that we are good, and I mean very good.

Take care.

Driven to success

A coat drive. Simple huh?

Most people think so. I did. We have done many cause related "drives" related to an athletic event.

None have worked. Sure, we get some, but not enough to make a difference.

So when we were approached about coordinating a coat drive around one of our football players, I was a bit skeptical of the outcome. I thought success would be defined as possibly getting a story in the local paper.

Boy was I wrong.

We collected coats at two basketball games last week, and while I do not have the exact total yet, I am sure we far exceeded our goal of 500 coats.

So now I am wondering why this worked.

Here are my thoughts.

1. First and foremost we had a chairman, Cassen Jackson-Garrison, who had quite a story himself and could identify with the beneficiaries of these coats. Click here for his story.
2. We also had a very specific recipient, the counties near Nashville that are on a plateau which creates about a 10 degree difference in weather, not to mention the area is very rural and poor.
3. The chairman was an identifiable player on our football team. I do not think it would have worked had it been a women's soccer player.

All in all, the drive was a success and we look forward to more like it.

Take care.

Brand-Aid

As I get ready for our first marketing staff meeting of the year tomorrow, I am excited to try out one of the exercises I have used on a few different people. It will be very interesting to do this with my staff, as they are all within 3 years of age and all male.

We will be exploring our brand.

What is our brand. In "The Elusive Fan, Reinventing Sports in a Crowded Marketplace", a brand is defined as a distinguishable characteristic.

What is Vanderbilt athletics' distinguishable characteristic? I have asked about 9 people differing in age, race, and gender and more importantly fandom. At the end of the exercise we examine what our current brand is and what it should be. These answers will guide our planning for next year.

My current trouble is whether a brand should differ regarding the program and the entertainment value. Hmm.

The overwhelming answer to what our brand IS, and pretty close to what it SHOULD BE centered around the following: classic, true student athlete, underdog, intelligent, etc

I am trying not to let my own beliefs interfere with this study. But, this is the fun part of the job. Shaping people's opinions. Transforming perceptions.

Take care.