This past weekend, I was talking with my mom about my fantasy football team. It is funny how everyone loves to talk to others about their team, but no one gives a toot about anyone’s team but their own. It is like talking to people about your dreams- the only person who is the tiny bit interested is you.
Anyway, I was telling my mom about how horrible my team was (Arian Foster, ugh) and she said my aunt was upset about her team. My aunt? The one who has never watched a football game in her life? Is playing fantasy football? My mom proceeded to tell me that a group of moms asked her to play and she has been actually watching football this season. It is a holiday miracle.
Fantasy football has changed the way fans and non-fans interact with the sport of football. It isn’t just about watching, but it is about cheering and investing in players. The Fantasy Sports Trade Association says that Fantasy Sports now has a $5 billion total market impact, which includes products, services and subscriptions.
What is interesting about fantasy sports is the passion it brings out from the players involved. It gets non-fans interested in watching the games. It is way for friends and family to compete with one another. Every team has a chance to win each week, keeping people invested even when their team has a bad day. Fantasy football is easy to use and allows people to customize their team.
There is an opportunity in the market to capitalize on the success of fantasy football. While how to do this exactly hasn’t been figured out, using the basic principles that made fantasy football a success could be a good start.
The competition between friends and family is what drives fans week-to-week and year-to-year. Marketers could create a game or interaction in the stands that allows fans to compete with one another. Developing a game or interaction that makes every play count could also be an avenue. Marketers could set up a competition outside the stadium or field that has fans compete against one another. The competition could be a game involving social media as well.
Fantasy football and the logistics that have made it a success is another avenue that marketers can use to make a deeper connection to fans. Marketers have the opportunity to create that connection and find develop a more devoted fan base.
Yesterday I read an article about how the NBA is going to be tracking a lot more data on its players.Completely random and seemingly irrelevant stats that only the most obsessed sports nerds would even care about.However, a quick look at what the NBA is investing in this technology tells you they see value in the information.
I think stats have become increasingly important to the public since fantasy sports have become main stream.The NBA is investing in this because they see a market in this data and want to allow their fans access to the information.
Do I care that Tony Parker scores every .24 times he touches the ball?Not in the slightest.
Do I care that a person who clicks a link in Old Hat Creative’s newsletter is 50% more likely to spend over five minutes on oldhatcreative.com? Absolutely
Do you care that I completely made that stat up?I am not sure
Data is important no matter what sport you work in or what level.The stats for our website are something I look at daily.It helps me to get an idea of what content we should push or what our newsletter should be about.All of the sites we build have analytics built in from the start.It is not always about making sure people know about Old Hat but figuring out what will make our clients more successful.We routinely compile analytic reports for our clients websites so we can understand their fan base.Content is king, but how your fans consume that content is where you need the data.
I started this blog talking about NBA stats, filled the middle up with some analytics, and now am going to end it with a simple yet valuable pointer.
If you are not collecting data on your website, you are wasting money. Want to know why?Just ask firstname.lastname@example.org Twitter: @kk13cball
Content is King!I say that on a regular basis.When it comes to garnering attention on the web CONTENT IS KING!However, in todays social world it gets harder and harder to control the content or keep your exclusive content.To counteract that a lot of sports organizations are creating websites to release their exclusive content.Lets be honest, ESPN needs stories 24/7. Whether they have to create them from nothing or not, they are going to find something to run.
As a marketer you need to make sure that you are doing your best to control the content but sometimes you just want to make sure you are the one who is putting it out there.
http://aggiefblife.com/ Is a great example.The site serves as a content aggregator not just with social media feeds but with everything the Texas A&M football team produces.With a site like this they are able to release the content they want the public to see.The site has great behind the scenes content that you can not get anywhere else, and that is the point.With so many Fan sites out there added to the mix of espn.com, si.com, cbssports.com, and others it is becoming ever harder to be the first to break the news of anything.With the amount of attention garnered by Texas A&M football in the offseason, this site was seen as outlet for the team and staff to tell their story.
The site is worth a look.The content may not be what you are looking for(unless you are smart and an Aggie fan) but it shows what you can do with just a little exclusive content and website.
Have some exclusive content?Not sure exactly what to do with it?Give us a call…
Hey folks, good to have you here on the blog today. If you’ve ever come across one or two of my past blogs, you probably realize by now I like to blog using photos. Or perhaps ramble on about things that you couldn’t care less about. Or maybe even combine the two for the double whammy… a useless blog centered around meaningless photos. Well that’s all about to change, at least today. I think.
So Old Hat is about to start working on an athletics slogan for an unnamed client (they have a name, I’m just not going to tell you what it is). And it got me to thinking about what makes a slogan work. I mean, they work… right? I’m not talking about the yearly campaigns that an athletic department tries to tie in across every sport, I’m talking about the overarching university athletics slogan, like “Go Blue” for Michigan.
What is it that makes the slogan work? Why do some slogans catch on and others don’t? What’s the value in creating a slogan for an athletics program? Those are all good questions, and by good I mean that I probably can’t answer them. But I wanna give it a shot anyhow.
First off, what makes a slogan work? I’m going to narrow that down to my top three- repetition, clarity and conciseness. Each of these plays a big part in helping fans (and even non-fans) retain these messages. Here’s what I mean by those:
Repetition- saying something over and over and over and over and over and over and over so much that seeing or hearing your slogan one more time could cause a seizure, or at least mild convulsions.
Clarity- can I understand your message plastered on a billboard as I drive by it at 85 mph, while my kids yell at me from the back seat because I’m texting my boss about this cool billboard I just saw? If so, that’s clarity. Be careful though, don’t feel like you have to create it for the masses. And don’t allow the masses (internally) to create it for you.
So what if you don’t have the budget to get the message out to the masses? You may have realized by now that we’re in the digital age, and impressions can be cheap, even free. You’ve got a website, right? If not, go back 20 years, create a website, then proceed with the next sentence. How about using your slogan as your URL? A successful URL has a lot of the same qualities as a slogan, so why not kill two birds with one URL?
Unfortunately I didn’t make it to all those questions I mentioned earlier, and I’m too lazy to delete them. But maybe I provided a little sliver of insight about what makes a successful athletics slogan. There’s so much to it, and yet it’s also so simple. Don’t overthink it.
It was pointed out to me a couple months back as a funny site with some interesting technology.After wasting an hour or so trying to be more dog, the question became, what can I do with this?
This website allows you to sync a mobile device with a computer.Once the devices are synced, your interactions on the mobile device controls how the cat on the computer behaves.There are so many possibilities for this technology.Yes, it requires two devices to interact with the site, but most people have multiple devices available that they could use.This is something I want Old Hat Creative to use for one of our clients.It is a fun site and something our Interactive team would enjoy programming.
This is a lot of what I do.In essence, I surf the web.There are so many websites out there doing unique work that I have not found.If I find something that works, looks cool, or behaves in a way I have never seen before, I want to find a way to use that technique.Whether it be on the Old Hat Creative website or on a clients website, I want my team doing work that challenges them and helps our department get better.
I was looking through a lot of my old blogs this week and realized how often I repeat certain themes. Today, I am doing it again. I want my department to always be challenged and pushing themselves to be better.Not everything we do will be cutting edge, but as long as we are improving and constantly getting better at what we do, we will prosper.As much as certain professors annoyed me at times, the good ones always did or said something that sticks with me and is on my mind frequently.I want Old Hat Creative to always be sharpening its axe.There is so much talent in this office it can be intimidating, but everyone can still be better.Whether taking the small steps to use a new programming language or designing a poster using a method that has not been used frequently, we can do the things that make us better and make us the company that everyone wants to use.All we have to do is keep sharpening our axes and we will be fine.
We've been preparing for this football season with some schools for the last nine months. While the 2012 season was still going on, we were doing research, gathering footage, creating ticket plans, etc. so we could put together the best marketing plans and materials for 2013. Instead of guessing what your fans want, you can ask them via online surveys, social media or mobile websites that solicit feedback from fans at the game, as well as at home. Make it easy for the fans to provide helpful tips on what's going to keep people coming back to your games.
Once you have that info, don't forget to use it. Look back at it every few weeks or so to make sure you adjust your marketing plan in real time. If you're wondering what giveaway item might get fans to arrive early to the game, post a quick poll. If you're not sure if having your game on Thursday night instead of Saturday afternoon will affect your attendance, do a little research. And as much as I know it's not fun to read the message boards, they can be a great source of information if you can weed through the other crap that's on there. You can't take the comments personally, but jumping on there to share information can help you spread the message you want out there.
If you know your fans well enough, you can create contests and challenges with prizes that will incentivize them. Over the weekend, I saw Arkansas posted its Summer Social Media Challenge, which had smart intervals and rewards to match each level. It will be fun to watch the fans respond!
Oh have times have changed. On Friday, I ran into one of my counterparts, Betsi Sherman, who worked at Minnesota when I was at Northwestern and we talked about how things have changed so quickly through the years. I remember starting Coach Fitz's Facebook page, helping the Athletics page hit 5,000 Likes in three weeks and assisting with writing the Twitter policies for the department. With new platforms popping up all the time, we just need to keep finding the best ways to use each one to help make our plans. And it doesn't hurt to have awesome people around you while you do it!
I'm bad at directions. This past week, I've been vacationing at a condo in Siesta Keys where the friends I'm with became familiar with the area after the first day. They jump in the car and easily find the grocery store, restaurants and the airport when I would have to get out my phone to figure it out. I know the reason I'm not good at this is because I don't always pay attention to the details. When they drive they make note of things they passed, remember the street names, etc. while I just enjoy all of the fun things that are happening around me.
There are always fun things going on in our daily lives, so imagine trying to sell someone like me a ticket to a sporting event. How do you get my attention long enough to give me the details I need to make a purchase? Giving me a long, detailed brochure is great, but then I need you to break it down for me too. I want to be able to reference that brochure when I have questions, but if you want to actually sell me something, I need it presented in small, digestible chunks.
And sadly, I'm not the only person like this. Give me a visual or tell me a story and I can spit back that information perfectly, so that's why I love infographics. If you're trying to tell a story that people will remember, they are amazing. Even if the story isn't flashy, you can make it look fun. For example, last year when I was working from the Miami campus, I found out that one of the most confusing processes for the fans was printing their tickets at home, so together we made this infographic:
When you're running a new contest with the goal of collecting fan data to make a sale, an infographic can show people why it's worth giving their contact info and they can easily share this contest with friends and family across the social media platforms. The reach is much bigger when you create something your fans want to tell their circles about.
We saw the power of the people in Pulaski, Tennessee in 2011 when we created a social media campaign for James Justice to win the fan vote into the NCAA Slam Dunk Contest. He's 5'9 attending a school of less than 800 students in a town of less than 8,000 people and yet, his story spread across the state to beat out guys at schools ten times the size of his.
When he won the fan vote, Athletic Director, Jeff Bain, then came to us and said, "well, now we need to raise the money to actually send him to New Orleans!" Using the t-shirt we designed, we continued the campaign to turn these voters into donors, which we did. The best part of the story is that with this opportunity he went there and won the dunk contest! It still gives me chills to think about it. I've never met James Justice, but getting to know him through this campaign is by far one of the best experiences I've had working in college athletics. How can you not love this guy?
So if you're wondering if infographics can help tell your story to generate national brand recognition, as well as generate revenue for your programs, the answer is yes.
Without them, I have to rely on other people to get me where I'm going.
I don't have a ton of memories from spending time with my father growing up. He was in a car accident when I was 6 that nearly killed him and for a couple of years, he was incapable of doing much in the way of the typical father-son things. And even after he had fully recovered, he was never the type of father to sit down on the floor with me and play a game. He worked hard all week and then on the weekends he worked harder (I grew up on a farm). This is not to say that my father failed in any way. I think he still spent more time with me and my siblings than a lot of fathers do. And he was a great dad. I'm just saying that due there wasn't just a ton of one-on-one time. Therefore, the memories I do have of time with my father are held very precious to me. Three to four times per year, he would drive me the hour-long trek from Guthrie, OK to Norman to see the Sooners play football. It was the Switzer era and there was no bigger fan of Brian Bosworth than I was. I was equally as excited to go to the 2-3 OU men's hoops games each season. Wayman Tisdale, Mookie Blaylock, Tim McAlester... All my heroes. But I don't think anything was better than when he'd take me to Stillwater to see OU play Oklahoma State in basketball. Gallagher-Iba Arena held all of about 37 people back then and there were typically 4 OU fans in the entire crowd. I was one of them for about 8 years in a row. I'll never forget those times and because of those moments, I have passed that along to my own sons. I want them to have those same memories I have.
Years after I started Old Hat, I finally decided to sit down and figure out our mission. What is our purpose? Why do we do what we do? I had pondered that many, many times and for some reason it was never obvious to me. But all at once it became very clear why we are here and why I started Old Hat to begin with. Almost every person I speak to, whether they are sports fans or not, have some memory of a sporting event that they will never forget. Whether it's just driving to track meets with their dad, attending the World Series or simply playing little league, I've never met a person that didn't have a great sports memory that nearly brings tears to their eyes thinking about. And those people ALWAYS remember exactly who they were with.
Sports brings people together. It provides opportunities for fathers to create lifelong memories with their sons. It allows people to share great moments with their brothers, sisters, mothers, friends, etc. And we get so wrapped up in it that the emotion often turns into embraces and tears of joy. And all of the stresses of life are temporarily invisible.
THAT is why we do what we do. At Old Hat we have the opportunity to be a part of that. We can amplify that experience for people. Whether it's helping get people in the seats to begin with or making they experience better once they arrive, we are a part of creating memories for literally millions of people every year. I take great satisfaction in that.
One of the things that the amazing Tracie Hitz taught me early on working at Northwestern was the importance in creating a good bond with EVERYONE who works at Northwestern. Having a positive, beneficial relationship with your facilities crew can provide a helping hand when you need to drag all those t-shirt boxes from one side of the stadium to the other. Making sure you keep your athletic communications buddies in the loop on your marketing promotions might get you more shout-outs in press releases. Bringing some doughnuts in to your football contact can help get his support with player appearances.
Working effectively with the ticket office is one of the best ways to help you reach your goals. At Northwestern, our ticket office was a small crew who had a number of years of experience with the Wildcats. One of the key things I discovered is that supporting their efforts will help them support your efforts. When season ticket mailings went out, our marketing team was down helping stuff envelopes for two days straight. When we had promotional giveaways, the ticketing team would help pass out t-shirts if they could spare the time. As an athletic department, you have the same common goal and helping one another reach those goals together is much easier than struggling apart.
Whenever we decided to offer special discounts on tickets (like group ticket pricing for people wearing one of our promotional t-shirts), the ticketing department had to do extra work to make that happen. Communication between departments was a must. If they can understand why you are doing these marketing initiatives, it helps them embrace the extra work. Weekly meetings and a good amount of emails made sure we were on the same page.
Utilizing ticketing crews for feedback following games is often overlooked. Ticketing personnel are often the first or one of the first contacts your fans make at an event. Ensuring your ticketing crew greets fans with a smile, knows about your promotions for the game and can relay customer feedback to you are all important things to consider. Our ticketing team passed along valuable feedback, like how much fans loved that light up mug or if they were annoyed with the long line entering the parking lot.
One thing Tracie and I always wish we could capitalized on was collecting the contact information of our walk-up traffic. Going back, I am sure we could have worked with our ticketing team to try and collect this information add to our customer database. Thinking of new and different ways to use this important resource is something Tracie and I are always thinking about for our clients.
If there is an opportunity you are hoping to take advantage of, reach out and see if we can help! If you think this information was a game-changer, and I mean, how could you not, just wait for an exciting new feature from our ticket-meister, Andy. Andy is quite a ticketing dandy and will be bringing you the 411 on the selling tickets. Stay-tuned for more!