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.

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.

The Press is Pressing

I live in Nashville, Tennessee home of the Tennessee Titans. The Titans used to be the Houston Texans.

Why the brief history lesson? The focal point of this post is on John McClain, a sports columnist for the Houston Chronicle who is one of my favorite guests on our local radio talk show on WKDF The Zone.

McClain, even though I love his NFL insights, seems to be pressing a bit about access the media should receive from major sports organizations. In a conversation last week discussing the NFL and how some of their injury reports are very vague or purposefully "questionable", McClain made the point that NFL GMs owe it to the fans who pay for their tickets, buy their sponsorships, fill up their suites, and buy their merchandise to communicate with them ... (and here is the line in question) by utilizing the media.

McClain's point was pretty much on the money. Teams do owe it tot he fans to communicate info in a timely, accurate manner. However, I disagree that a power the likes of the NFL "needs" the media to communicate. The NFL knows that many fans get their news straight from the team's website more and more these days. McClain surely knows that too as it has been widely reported that mass media entities, such as a newspaper, are struggling to catch up to a world that appears to have passed them by.

But let's look a little closer. Who is right? The team will obviously skew its coverage towards the positive when the chance presents itself. But the media provides an unbiased look into the issue, thus letting the reader decide.

Right? Maybe, but maybe not. Every fan base has their conspiracy theories about columnists' intentions to undermine an organization. So, albeit that a team site might provide a very "homer" tone to its information, many fans actually want to hear that.

So where are we? Not sure. But I firmly believe there is room for both entities to coexist. But, it will be a work in progress.

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.