Northern California Brands Take Leadership Positions That Mirror The Area’s Tech Innovators…

November 14, 2009 by Joe Favorito · Leave a Comment 

While most of the world views the Silicon Valley for its high tech innovation and nearby Sonoma for its wines, there is no doubt that a great deal of sports branding and innovation is continuing to flourish in the region as well. While it is true the Oakland A’s remain challenged for a new stadium (although GM Billy Beane’s Moneyball approach to the business of baseball was certainly innovative) and the Oakland Raiders remain a struggling piece for the NFL, the areas other franchises, both big and small, are certainly viewed as leaders in many areas.

Ravens Military Partnerships Build Strong Support Ties…

August 22, 2009 by Joe Favorito · Leave a Comment 

The ability to have to aggressively build brand amongst major professional teams is needed the least by the teams of the National Football League. Revenue sharing, national television, superior ticket sales on a season basis and a tremendous in-game atmosphere give most teams a base to be discriminative in their brand building exposure, as opposed to being aggressive in outbound programs. However even the best of teams in this challenged economy are looking to new revenue and brand building streams to generate interest and eventually dollars, with even some of the most storied franchises like the New York Giants facing a limited number of ticket holders at top dollar. One of the teams that has always found ways, even in the best days, to attach themselves to their community and build fan base is the Baltimore Ravens. Like the Colts before they moved to Indianapolis, the Ravens and their blue collar style have been emotionally tied to the city they call home. In short, the Ravens “get” their audience. The latest example of that sense of devotion to community was chronicled in this week’s Baltimore Sun, with the Ravens hosting a special session for enlisted men and women, a project that drew 50 last year and 500 this year. The Capitol District, from Washington through Baltimore, has always had a military base, and the teams in the area have been able over time to partner with that core group for support. Ironically, as the team just to the south, the Redskins, constantly fight for message control, the Ravens always seem to find ways to expand their reach to the grassroots. Now will that style bring in more dollars? Unsure. Will courting the military help in selling luxury suites? Probably not. But in moving merchandise, building goodwill in the community and driving brand support it is a very smart move. It is true that the Ravens, like any other NFL team, still abide by the strict limits of access imposed by the league. However finding ways to go above and beyond to drive goodwill and find new story lines when they don’t necessarily have to, is the sign of solid leadership and partnership, both keys to success regardless of on the field success.

Warriors Give Season Subs, Fans An Immersive Experience From Nellie…

July 18, 2009 by Joe Favorito · Leave a Comment 

Teams are constantly looking for new ways to engage fans, build brand and create added value and access year round. The problem is in this challenged economy, and with all the options out there to draw a fans attention, especially ones that are free, how do you find something that will work and keep someone engaged that will also have enough value to turn them into a new customer or keep them as a repeat customer with their discretionary dollar. One alternative that seems to be more cost efficient and has a bit of a wow factor is outbound personalized calls and video. One team, the NBA’s Golden State Warriors recently used the technology developed by vontoo.com to create an outbound customized message from head coach Don Nelson directly to their season subscribers, along with a digital video where the subscribers name was embedded in the video. It is a much more personal use of the reverse 911 technology that teams and marketers have been using for several years, where you would get a message, a non-personalized one, delivered to your phone from a player, or a political candidate. Now the technology allows you to be immersed in the video and the message, with the hope that is both passed along to others to sign up and that it is engaging enough to keep the subscriber entertained and interested. The immersive idea also has a big upside for colleges looking to recruit general students or season subs, check out Boston College’s play here, or even for theme park operators or tourist destinations looking to draw repeat customers…it makes you feel like you are “one of them.” Now the next generation should be the ability to have multiple customized voice messages sent to fans after they are engaged from various people, although that step may be a bit cost prohibitive at this point. However the Warriors made a smart investment to create both a wow factor and find a new way to keep their fans engaged, using their popular coach and the outbound immersive technology at a time when the team is in flux. Smart, cost effective way to stay engaged.