Racing To Find Answers To Economic Issues…
May 25, 2008 by Joe Favorito · Leave a Comment
As gas prices soar, business looks for ways to use economies of scale and look for even bigger bank for a more limited dollar, brands, teams and athletes have to be more conscious than ever to look ahead for the clouds on the horizon and address the very real concerns of their fans and partners BEFORE they become a major issue. Now more than ever, being creative and proactive can be most important. With two mega races this weekend, NASCAR’s Coca Cola 600 in Charlotte and the IRL’s Indianapolis 500, there were a few pieces that showed that proactivty and perhaps some answers to the real concerns of fans and brands that are worth a read.  On the NASCAR front, there have been several pieces in recent days on how the gas crunch is beginning to effect fans attendance and spending patterns, and some of the measures that tracks are taking to help ease that burden, while on the Open wheel side, there was a great piece in the New York Times on Indy driver Sarah Fisher and her real issues when sponsors depart and how her team can compensate.  These pieces show both sides of the economic equation…how the athlete can be effected by the economy and what he/she has to do to address it, and what the league or brand has to do when the fan is being so adversely effected. Both show insight, give solutions and have the opportunity to spin so that all see the brands are thinking proactively in a looming crisis situation. Good lessons for all. Also on the ROI front, the data company Joyce Julius released a solid piece of info this week on which sponsors are getting the most return from spending on drivers with TV exposure, with Dale Jr. leading the way. Good read for all those who often wonder how to correctly monitize brand exposure through TV.Â
MLB’s Hits…Dodger Blue, Giants Anniversary and Dykstra Gets Some Winners
April 16, 2008 by Joe Favorito · Leave a Comment
Every year baseball looks to take another step forward as it embraces the legacy of Jackie Robinson, and this year, from the Empire State building bathed in blue lights, to the unveiling of the Jackie Robinson Rotunda at the new Citi Field to the various ways and combinations individual players chose to wear Robinson’s 42, the date usually known for paying taxes had a much bigger payoff for fans of the National pastime. There were a host of key pieces and activations supported by MLB today, including Bill Shaikin’s piece in the LA Times on the Angels Torii Hunter revisiting his comments last year with regard to race issues, Paul Williams’ USA Today story looking at many of the ways Robinson would be remembered, and even a piece on how AA Trenton Thunder manager Tony Franklin would honor the legacy. In an era where many celebrations are sometimes overshadowed by the commercial value, MLB again got the Robinson tributes correct, without a presenting sponsor and in a way that totally dignified a trailblazers legacy.
Of Pitchers and Catchers…A Great PR Pitch Catches A Phillie…
February 19, 2008 by Joe Favorito · Leave a Comment
PR Move of the Day: As pitchers and catchers report this week, we have to point to the folks at Comcast SportsNet Philadelphia and the Phillies for pulling off one of the best PR stunts in recent memory, as well as capturing the whole process on video. The cast included Phils Assistant GM Ruben Amaro Jr., the Phils Brett Myers and a group from Comcast SportsNet Philly led by reporter Leslie Gudel. The group combined to pull an elaborate and very well orchastrated hoax on Phillies teammate Kyle Kendrick, informing him, invetrveiwing him and then letting it play our over a period of time that he had been traded…to Japan. Although many such hoaxes are saved for April 1, this one, because of its timing…before most arrived in camp, with very willing buy-in from credible sources in the front office, and on an impressionable athlete, made for great TV that will live in the viral space forever and also get the regional sports cable outlet some great added exposure. The entire story, along with the video, can be seen here.Â
Joe has almost a quarter century of strategic communications/marketing, business development and public relations expertise in sports, entertainment, brand building, media training, television, athletic administration and business. He is a producer of award winning and cutting edge programs designed to increase ROI and minimize cost. 
