The Sports Marketing Dude

I found an article about Groupon which poses a great question, will Groupon really boost your business? http://www.socialmediaexaminer.com/will-groupon-really-boost-your-local-business/

Last night I had dinner with some friends who shared their recent Groupon purchases.  Let me share…

Groupon purchaser #1:  Me!  Ok, for anybody who knows me, they know I care about style…forgive me for trying to be hip…geez.  A few months back I purchased a Nordstrom Rack Groupon.  I’ll take FREE money, $50.  I have been a Nordstrom’s  consumer for years and will continue to shop there.  Do you think Nordstrom’s suffered from Groupon?  NO!  Did they secure new customers with this offer?  Probably.  Were existing customers pumped about this offer?  YES!  Will I go back…but, of course.

Groupon purchaser #2:  Let’s call her D.  She has 2 kids and recently purchased a “one week Karate camp” for her daughter at half price at a local Scottsdale Karate Studio.  Did her daughter like it?  Yes, for most of the days.  Will she go back?  No. Although her daughter liked it, she didn’t LOVE it enough to go back.  Her comment, “if we did go back there is no way I’d pay full price.”  Hmm, does Groupon de-value the services of small local businesses?  If D was in the majority and most people just took advantage of the one week camp with no plans to return, does this put the local company in a pinch?  It certainly could.  Talk amongst yourselves…

Groupon purchaser #3:  Let’s call him E.  E is a single man in his mid-30′s.  What do most single men do?  Whatever they want!  E likes to try new things.  He took advantage of a skydiving Groupon.  It’s something he has always wanted to try, so why not try it at a highly discounted rate.  Did he like it?  “Hell yeah, it was the biggest rush ever!”  Would he do it again? “Hell yeah!”  Would he pay full price?  “Hell yeah!”  Would he recommend this to a friend?  Why yes, yes he would.  Was this Groupon a success?  If most people shared the same experience as E, I am guessing it was.

Will Groupon boost your business?  YES and NO!  Before diving in, take the advice from this article.  Ask the right questions and follow the tips.

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Don’t you love going to work on a Monday morning with a little extra motivation?  That’s a stupid question, of course you do!  Today I have a little extra pep in my step because this weekend I was a part of Arizona history.  Yeah, that’s right!  I was a contributor to Arizona’s LARGEST cornhole tournament to date…”Doug & Wolf’s 1st annual Cornhole Cup” benefiting the Boys & Girls Club of Metropolitan Phoenix.

I know what you are thinking, what the heck is cornhole?  It’s that game where you throw bags into the hole of (or land on) a wooden plank (that’s the best definition I could come up with).  You will see this game being played everywhere.  Think tailgating, your buddies backyard, various restaurants with patios, etc.  Cornhole has become quite the phenomenon.

So, why am I being bragadocious?  (Company cool-aid alert)…This is just one more example of how powerful Sports 620 KTAR is in this market place.  In less than one month we were able to create an event out of thin air that would generate $13,000 for the Boys & Girls Club of Metro Phoenix.  We were able to secure some amazing sponsors and created individual marketing programs that aligned with each of their local marketing goals.  These sponsors include Novocur Pain Management Clinics, Tilted Kilt Pub & Eatery, CityScape Downtown, Budweiser, Starpower Home Entertainment, and Paddy ‘O Furniture!

The pep in my step today comes from PRIDE.  Knowing the madness that was going on behind the scenes and then seeing the actual execution of the event was pretty amazing.  Over 500 people showed up to enjoy a wonderful atmosphere, great music, some frosty beverages and raise $13,000 for a wonderful non-profit.

I look forward to being a part of Arizona history again because next year’s event will be even bigger, badder, and better!

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What do you get when you combine Bud Light, Cadillac Ranch at Tempe Marketplace, and the most engaging station in the nation?  You get Sports 620 KTAR’s  “Doug & Wolf’s Mock NFL Draft”…a mock draft with moxie!

Through an on-air and online promotional campaign, the Sports 620 KTAR audience was encouraged to text in to win the chance to represent their favorite team during this mock NFL draft.  There were a total of 32 winners, each receiving a $50 gift card to Just Sports, an autographed Arizona Cardinals football, a NFL prize pack, and the chance to win a trip for 2 to next year’s draft in New York.  Oh, and they had the opportunity to stand on stage and announce their pick live on-air…no pressure.

The results were staggering.  Over the course of this promotion there were a total of 2,168 individuals who text in to represent their favorite team.  During the actual event, there was a line out the door to Cadillac Ranch at Tempe Marketing at 5am.  From 5a-9a the restaurant was packed wall to wall.  I must say that it was difficult being in work mode while most of the participants were enjoying a frosty beverage.  And, much to my surprise, each participate stepped to the mic in front of hundreds of people and announced their pick with confidence.

This was an incredible program with precision execution that will leave the winners with memories that will last a lifetime.  Good times had by all and yet another example of how we roll at Sports 620 KTAR.

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Do you have health related questions?  The Mayo Clinic can help!  Sports 620 KTAR, ArizonaSports.com, and the Mayo Clinic have  partnered to bring the community Mayo Clinic Health Talk.  This is an integrated marketing campaign that combines on-air and online deliverables to provide people with helpful health related information.   Audiences who listen to Sports 620 KTAR will hear :60 Q&A radio segments with local favorite Paul Calvisi and Mayo’s own Dr. Todd Hurst.  These Q&A segments cover a variety of important health topics including heart health, stress management, healthy aging, fitness & exercise, healthy diet, and more.  In addition to the on air Q&A, people with health related questions can visit www.arizonasports.com/health where they can access a library of insightful articles and videos.

Mayo Clinic Health Talk was built to provide the public with infomation to keep individuals and the one’s they love healthy and happy.  Thank you Mayo Clinic!

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I wanted to share this program we just launched for BedMart this Arizona Diamondbacks season.  Throughout the 2011 baseball season, whenever the Diamondbacks strike out an opposing batter, BedMart will make a donation to the Phoenix affiliate of Susan G. Komen for the Cure, up to $100,000 in cash and in-kind support.

In addition to the on-air messaging, we’ve created a custom website www.strikeoutbreastcancer.com, where consumers can learn more about BedMart and this worthy cause.  We’ve also created a comment section for people to share their story of a loved one affected by breast cancer to inspire and give hope.

Sports 620 KTAR is very excited about this partnership.  Please stay tuned to see how much BedMart ends up raising for Susan G. Komen for the Cure!

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Ah yes, it’s finally here…THE SUPERBOWL.  Obviously we are all looking forward to the solid match-up with the Steelers and Packers, but for us marketers we are looking forward to seeing the creative on a $2.7m 30-second commercial.  No pressure, right?  The Superbowl has always provided the most memorable and creative gems..the Budweiser Clydesdales and frogs, GoDaddy Girls, Cindy Crawford for Pepsi, Betty White for Snickers, the E-Trade Baby, Mean Joe Greene exchanging a little boys coke for his jersey…all priceless.

So, who is going to be the big winner this year?  Anheuser-Busch has already ran two 15-second teaser commercials leading into this week’s game. CareerBuilder.com, GoDaddy, Bridgestone, Audi, E-Trade, Cars.com and Hyundai will also be featured.

Personally, I’m looking forward to seeing all of the commercials.  I’m most interested to see how each Company will promote and utlitize their digital and social channels.  Spoiler alert, GoDaddy’s new commercial is already on their website.  It features (what seems to be) a naked Danica Patrick and Jillian Michaels walking to the set of their new commercial.  The call to action is very simple “see more now at GoDaddy.com.  WARNING- web content unrated.”  Will this create enough buzz and drive enough traffic to the site to justify spending millions in the Superbowl?  We will see.

This year Visa is partnering with Twitter and the NFL to sponsor the first official online Super Bowl XLV destination featuring Twitter content.  The social media initiative provides fans a new way to engage with each other and discuss Super Bowl XLV. “Go Inside Super Bowl XLV with Visa,” collects tweets about Super Bowl XLV from a variety of sources at www.nfl.com/visa. Visa also launched its own Twitter feed (@VisaNFL) that will provide fans with insights, updates and discount offers leading up to Super Bowl XLV.  This Twitter feed went live January 27th and already has 2700 followers.

At a $2.7M 30-second price tag I’m very interested in the emerging trends we will see.  The real winners will be able to engage consumers and have them take the additional step, beyond the value of branding, to participate in their digital and social media.  When I wake up Monday morning we’ll see which advertiser will have motivated me enough to take that additional step whether it’s finishing their story on their website (or microsite), following them on Twitter, or liking them or their initiative on Facebook.

See you Sunday, Superbowl…

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Everyday I have conversations with my partners regarding budget allocation for their marketing dollars.  Some of my partners embrace the digital space, some shy away, and a lot of them still believe that Newspaper drives significant ROI because consumers clip their ads and bring them into their stores.

I had to share this article because the tables have turned.  According to EMarketer, in 2010 marketers put more money into online advertising than newspapers.  Total newspaper spending, including advertising in print and online editions, will fall to $25.7 billion in 2010, a decline of 6.6%. Spending on print newspapers alone will fall more steeply to $22.8 billion. Meanwhile, a rise of 13.9% will push US online ad spending up to $25.8 billion by year’s end.

Is this a surprise?  Not really, it was just a matter of time.  For a local business, making decisions in the digital space is enough to make their head spin.  What is the best way to purchase?  CPM (Cost Per Thousand), CPC (Cost Per Click), CPA (Cost Per Action), etc.  What type of online advertising is most effective?  Display ad, video ad, mobile ad, behavioral targeting, etc?

Yes, the information and making decisions can be overwhelming.  However, in 2011 local marketers must continue to embrace the digital space and determine their best practices to maximize ROI.  In the digital space you can measure success quite easily…without having consumers get their fingers dirty from newspaper ads.  The greatest thing about the digital platform… you can TEST it out, determine the best way to OPTIMIZE the space, and continue to CONVERT leads!

In a couple of weeks I will have some exciting news to share about our own digital space…STAY TUNED!

Click here for the full article… http://www.emarketer.com/Article.aspx?R=1008126

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As I mentioned in my previous blog, our station just conducted it’s 2nd annual KTAR Radiothon benefiting the Phoenix Children’s Hospital.  The co-presenting sponsor this year was Precision Air & Heating.  Owner, Erik Bryan, has been advertising in the Phoenix market for over 17 years.  He said this was the best opportunity that has been put in front of him and the company jumped on board immediately.

Precision Air and Heating created a “portion of proceeds” campaign.  Over the course of several months, Precision Air & Heating donated $100 for each A/C unit sold.  So, how much money did they raise and what did Erik Bryan think of the campaign?

Watch this video to find out…  http://ktar.com/?sid=1345218&nid=234

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Let’s see, how do I sum up the KTAR Radiothon benefiting the Phoenix Children’s Hospital?  I’m going to go with… “it’s friggin AWESOME!”  No seriously, I see some cool things throughout each year, but this tops my list for events I look forward to.

What is the KTAR Radiothon you ask?  It’s a 16 hour fundraiser that is simulcast on both News-Talk 92.3 KTAR and Sports 620 KTAR.  Why is it friggin AWESOME you ask?  There are so many reason.  Over the 16 hours, our on-air talent come together to tell us the behind the scenes stories of what makes PCH so special.  Stories that will make you want to go home and hold your children.  Stories that will make you want to call and tell your friends and family  how much they are loved.  Stories that will leave even the toughest man crying, breaking down his tough guy image.  Yes, I’m serious, the stories you hear are that moving.

As we all know, the point of a radiothon is to make money.  How much did we raise this year?  Over $1,053,000!!  It is amazing to see the community rally for such an incredible cause.  As I answered the phones over the two day radiothon I heard many stories from the people who were donating.  Stories that ranged from a grandmother telling me how her grandchild was born premature and how PCH saved her life.  I had a construction worker call and tell me he didn’t have much money at all but would like to donate $5 because he was so touched by what he was hearing on air.

Who knows, it might just be me, but all I see lately is doom and gloom.  If you watch the news, it seems like 90% of the stories are negative.  I hear horrific “things” in every imaginable category.  After watching the news you begin to wonder if the apocalypse is right around the corner.

This is why I love the KTAR Radiothon for the Phoenix Children’s Hospital.  You hear these amazing stories of how PCH saves and changes lives, the community comes together for a greater good, you see shared hugs and tears of joy, you can feel the positive energy that is powered by a room full of strangers, and at the end of the day you leave with a restored faith in humanity.

So once again to sum it up, the KTAR Radiothon for PCH….ROCKS!  As soon as I find out the date for our 2011 event, I will be sure to let you know!

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When our station receives props, I always have to let it be known.  According the Best of New Times, Colin Cowherd is the Best Syndicated Sports Radio Show.  I couldn’t agree more.  Colin’s take on life is highly entertaining and pretty spot on.  Make sure to tune in M-F 9a-12n and check him out. I’m sure you’ll quickly become a fan!

Best Syndicated Sports Radio Show – 2010

The Herd with Colin Cowherd

Cowherd came on the national scene (ESPN) a few years ago with a bang and has become popular enough to challenge the venerable Dan Patrick as one of the more prominent radio voices in the land. We enjoy his slightly irreverent attitude toward games with balls, like the time he made fun of God — by whom we mean Michael Jordan — in a riff that questioned the Great One’s Hall of Fame speech, his choice of underwear (see his series of Hanes advertisements), and his narcissistic approach to life. His daily “Spanning the Globe” segment, in which sportswriters, bloggers, and the like chime in for a minute or two each with insider info on sports personalities, is indispensible for poor saps like us who just can’t get enough of the stuff.

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