Of Ashes And Givebacks…Finding ROI In A Tough Economy…

March 7, 2009 by Joe Favorito · Leave a Comment 

As the economy continues to fluctuate downward and more brands scramble to find ways to justify spends, we saw a few unique opportunities that deserved to be singled out, copied and probably advanced a bit as well. First we looked to Florida, where the University of Florida Gators were trying to find ways to assist those loyal fans who wanted to follow the Gators into the great beyond, by finding places to create a memorial area or a way to have the deceased have their ashes spread amongst the sidelines of the swamp or the baseline of the O’Connell Center. Now there have been teams in the minors that have given away funerals and one always hears about the ashe scatterings of the die hard fan (no pun intended), but to actually embrace the custom as a viable option with a potential for revenue, is both unique for athletics and an interesting alternative for buying a brick for a walkway. Whether it can be turned into cash without turning crass, who knows? still the lifetime legacy for the ardent supporter, at a good retail price, seems to be becoming an option. The next good fan giveback idea comes from the Minnesota Twins, who again take a leadership role in innovation like they did with their Super Bowl ad buy. This time the Twins will let the stock market dicatate ticket price on Monday night, setting the price on where the Dow Jones finishes the day for select sections. The buzz generated is a good one, as well as the potential to tie-in with an investment or tax sponsor, with little downside given that the price can’t really fluctuate more than a few dollars. Smart move, good plan, nice generator. Lastly we stay in the Twin Cities, where the Timberwolves had owner Glen Taylor addressed the media and the fans this week, and promised the fans givebacks on ticket prices should they lose their jobs. The New Jersey Nets announced a similar plan, which was the latest in a series of very strategic moves to build brand, garner fan loyalty (moving preseason games to St. John’s and the Prudential Center and not requiring season subs to buy-in) and identify a diverse fan base. All in all, for both current and “late” loyal fans, a solid series of moves by some very smart and innovative thinkers, from Florida to the North and back to New Jersey.

Nets, Blues Both Try and Fill Seats By Reaching To Those Struggling With The Economy

November 12, 2008 by Joe Favorito · Leave a Comment 

While the Red Sox today announced a ticket freeze, both the Nets and the Blues have looked to those in job and financial difficulty this past week to try and find a promotion that gets buzz, puts butts in seats and maybe, just maybe, brightens the outlook of those casual fans struggling with the current times.  Dave Waldstein in the Newark Star-Ledger touches on both promos, with the Nets looking to exchange tickets for those supplying a resume to a job bank they have created,  while the Blues go one further by actually offering up financial assistance for those in home owner hell on select Saturday nights through a lottery.  Both obviously got some buzz and show that the teams are reacting to the needs of the fans and the economy  (and they both have a need to fill distressed inventory), but the Blues program really hits home for those who have trouble paying bills.  The Nets program is also a good one, although it really isn’t too far away from the “job night” programs many teams already do.  Still, both teams got their brand closer to the casual fan, which may lead to both more social responsibility and fan loyalty going forward. 

Rotohog.com finds ways to help winners fulfill the American Dream

October 17, 2008 by Joe Favorito · Leave a Comment 

Usually we think of rotisserie play as a small cash payoff for the winners but lots of fun for all involved…that is the appeal of fantasy gaming, to put you in the drivers seat with as many options as possible, and make you the person in charge of your own sports team, competing against friends and in the case of online gaming, thousands of others.  Rotohog.com is an emerging player in the space, and even gave a husband/wif combination of winners in their fantasy baseball game this summer a chance to use that success to purchase a good chunk of the American Dream…namely a new home.  Darren Rovell had a good piece today on the winners and how they combined their earnings, even in this down economy, to move from apartment to brand new house.   Good example of how even in this economy, fantasy sports can bring a solid distraction with the hope of better opportunities for those who play well.  Nice piece, well played out function.

When Fantasy Becomes Realty, And Vice Versa…

October 3, 2008 by Joe Favorito · Leave a Comment 

The fantasy sports space continues to grow expontentially with each passing season.  While industry leaders like Rotohog.com get set to launch NBA games on NBA.com and the NFL fantasy space is great water cooler chatter each week, it is always interesting to see what the players…those who both play AND participate…can do in the space.  The answer at least in the NFL, is the players-only site that the NLPA has created, and is featured on wsj.com.    The piece gives fans an interesting insight into who those who play the game actually think can move the fantasy needle from week to week, and it also could give a look into which players can actually judge talent and marketability amongst their peers.  Now could it create some interesting scenarios on the field for those involved on a serious level?  Maybe.  But at the very least it gives the fantasy participant a good feel as to whether those who play the game and actually judge the game and the talent, or are the fans who study all the goings-on just as good as the pros.  Pretty good read and a great way for the NFLPA to get players engaged and understanding all the intricacies of the space.