There are some simple formulas to help you valuate the naming rights to your stadiums.
Here's some recent local coverage in the Orlando market.
First, channel 13 ran a story on advertising programs and naming rights. It aired every hour on the news for two straight days (September 2-3, 2011). Anchored by Kelli Cook
http://mediacenter.tveyes.com/downloadgateway.aspx?UserID=75871&MDID=762356&MDSeed=2732&Type=Media
Channel 9 story on advertising programs and naming rights, aired September 9-10, 2011.
Anchored by Q McCray
http://mms.tveyes.com/Transcript.asp?StationID=1805&DateTime=9%2F10%2F2011+8%3A22%3A54+AM&Term=Orange+County+Public+Schools&PlayClip=TRUE
Showing posts with label Orlando. Show all posts
Showing posts with label Orlando. Show all posts
Friday, October 7, 2011
Tuesday, November 30, 2010
41st National Athletic Directors Conference
The National Federation of State High School Associations (NFHS) and the National Interscholastic Athletic Administrators Association (NIAAA) are hosting the 41st National Athletic Directors Conference Orlando World Center Marriott Resort from December 15th through December 19th.
I'll be presenting in the third workshop session on Sunday morning from 8:30 a.m. to 9:30 a.m. The workshop will be on "Lining Up Sponsors For Your Athletic Program." It will be moderated by Tracy Leinen, CMAA, Athletic Director from Boise (Idaho) High School.
We'll be discussing district-wide and single school partnerships. We'll discuss how we can cultivate and keep these partnerships valuable and hassle-free. At last count, we already have over 200 participants signed up for this workshop. Hope to see you there.
I'll be presenting in the third workshop session on Sunday morning from 8:30 a.m. to 9:30 a.m. The workshop will be on "Lining Up Sponsors For Your Athletic Program." It will be moderated by Tracy Leinen, CMAA, Athletic Director from Boise (Idaho) High School.
We'll be discussing district-wide and single school partnerships. We'll discuss how we can cultivate and keep these partnerships valuable and hassle-free. At last count, we already have over 200 participants signed up for this workshop. Hope to see you there.
Tuesday, March 9, 2010
Selling the faces of kids
Looks like an idea got in the hands of the media. I'm digging it.
I think high school revenue programs need all the press we can get. We've tried for months and nobody wanted a story on our success selling Web ads. But, one reporter gets his hands on a 2010 advertising guidebook (available piece meal here) and suddenly we're in the New York Post?
The eye black promotion isn't even online for people to see because we want to be able to explain it carefully when we are in front of a potential sponsor.
Here's the skinny: Nobody is going to put ads on the faces of kids. The whole idea of having a company sponsor eye black was to have something that raised eyebrows. The package only states that the eye black pay for the "promotional distribution and displays available to be displayed in locker rooms." Meaning if a student-athlete needs eye black and he/she likes the idea of supporting the sponsor that would be supporting his/her school, they have the option of using it.
Check out the stories here and here.
It's not much different than when a company throws out a free shirt or hat at an event, you don't have to wear it but it's there.
We wanted companies and ad agencies to see packages that they don't see everyday. We want to create dialog and conversation.
The package was for sponsoring the high schools in Orange County for one week and the company got two PA announcements at every game in the district. That there should be enough to spend the $6,725 to help pay for the coaches.
Also, on the same page, it stated how proud we are of the coaches, parents, and athletic directors in this district for turning out athletes like the NFL's leading rusher, Chris Johnson, and baseball's CY Young award-winning pitcher Zach Greinke. Maybe we could get one of them to don an Orange County Public Schools eye black next season, huh?
Also, on the same page, it wasn't included in any of the media coverage that Orange County Public Schools must cover $4,162,085 in coaching supplements alone each year.
Hope this puts everybody back on the same page. By the way, you can order eye black from here (www.eyeblack.com) and kids already pay for corporate eye black logos.
I think high school revenue programs need all the press we can get. We've tried for months and nobody wanted a story on our success selling Web ads. But, one reporter gets his hands on a 2010 advertising guidebook (available piece meal here) and suddenly we're in the New York Post?
The eye black promotion isn't even online for people to see because we want to be able to explain it carefully when we are in front of a potential sponsor.
Here's the skinny: Nobody is going to put ads on the faces of kids. The whole idea of having a company sponsor eye black was to have something that raised eyebrows. The package only states that the eye black pay for the "promotional distribution and displays available to be displayed in locker rooms." Meaning if a student-athlete needs eye black and he/she likes the idea of supporting the sponsor that would be supporting his/her school, they have the option of using it.
Check out the stories here and here.
It's not much different than when a company throws out a free shirt or hat at an event, you don't have to wear it but it's there.
We wanted companies and ad agencies to see packages that they don't see everyday. We want to create dialog and conversation.
The package was for sponsoring the high schools in Orange County for one week and the company got two PA announcements at every game in the district. That there should be enough to spend the $6,725 to help pay for the coaches.
Also, on the same page, it stated how proud we are of the coaches, parents, and athletic directors in this district for turning out athletes like the NFL's leading rusher, Chris Johnson, and baseball's CY Young award-winning pitcher Zach Greinke. Maybe we could get one of them to don an Orange County Public Schools eye black next season, huh?
Also, on the same page, it wasn't included in any of the media coverage that Orange County Public Schools must cover $4,162,085 in coaching supplements alone each year.
Hope this puts everybody back on the same page. By the way, you can order eye black from here (www.eyeblack.com) and kids already pay for corporate eye black logos.
Monday, June 1, 2009
Engage now more than ever
When a ad rep walks in and says, "hey, this guy on the phone wants to talk to you. He didn't get any response from his ad." I blame us. There is no reason anybody should let a sub-par ad see the light of day. Not in these times; not ever.
There are many sites and age old adages where you can find rules of advertising - the mainstay being Ogilvy on Advertising but there are a few tricks that can really be called on in tough times.
They don't just use newspaper or online or radio d.j.'s outside a liquor store. They don't include direct mailers or people in cardboard cut-outs standing at intersections (please, for your brand and the safety of these guys - stop that.)
There has to be something in your ad that says, "ENGAGE US."
Do something that will directly ask a specific person to do one specific thing. If it's a restaurant, pick one menu item - probably the one you sell the most or make a nice markup on - and promote the hell out of it. If it doesn't work; turn. Pick another one and do it again. If it works, the first sign you see it fade; turn. Pick another one and do it again.
This nifty little trick works with almost anything. Cars, food items, clothing, advertising, staffing.
But, here's the important thing: Ask. Ask the reader to engage you. Buffalo Wild Wings does a great job of this. They run an ad in our paper right now that says "6 Free Wings." They aren't running an ad for 1/2 price burgers - why? They aren't known for burgers. If your product is good; advertise it. Vice versa, somebody said the quickest thing you can do to kill a bad product is advertise it. Buffalo Wild Wings, or as my hipper friend says BW3, knows that if they offer you free wings with any purchase they are going to (hopefully) get you through the door. Then, people normally take care of themselves. At least, they are giving themselves a chance to impress somebody. Engage them.
There's a nightlife sector in Orlando and the hub of great marketing and advertising is Wall St. Plaza. They have a mastermind or something. They send me emails sending me on treasure hunts to find free Orlando Magic tickets and entwine those emails with other events and food specials. They are engaging.
If you spend your money and you want people to come in your establishment, or call your phone, or email you: Ask yourself why? Why would they unless you are engaging.
Look on Craigslist - I looked at "apartments for rent" on a Tuesday morning and at 9:00 a.m. there were already over 150 of them. Good luck sticking out in that crowd. Spend the money (full disclosure: I'm in advertising) but say something. If not, save your money and throw a kid on the side of the street and see if anybody falls for the "free cell phone" plan anymore.
Engagement advertising. Do something that you are good at and differentiate yourself and run through the procession screaming it like Paul Revere. Just don't scream "free cell phones."
(there are no free cell phones)
There are many sites and age old adages where you can find rules of advertising - the mainstay being Ogilvy on Advertising but there are a few tricks that can really be called on in tough times.
They don't just use newspaper or online or radio d.j.'s outside a liquor store. They don't include direct mailers or people in cardboard cut-outs standing at intersections (please, for your brand and the safety of these guys - stop that.)
There has to be something in your ad that says, "ENGAGE US."
Do something that will directly ask a specific person to do one specific thing. If it's a restaurant, pick one menu item - probably the one you sell the most or make a nice markup on - and promote the hell out of it. If it doesn't work; turn. Pick another one and do it again. If it works, the first sign you see it fade; turn. Pick another one and do it again.
This nifty little trick works with almost anything. Cars, food items, clothing, advertising, staffing.
But, here's the important thing: Ask. Ask the reader to engage you. Buffalo Wild Wings does a great job of this. They run an ad in our paper right now that says "6 Free Wings." They aren't running an ad for 1/2 price burgers - why? They aren't known for burgers. If your product is good; advertise it. Vice versa, somebody said the quickest thing you can do to kill a bad product is advertise it. Buffalo Wild Wings, or as my hipper friend says BW3, knows that if they offer you free wings with any purchase they are going to (hopefully) get you through the door. Then, people normally take care of themselves. At least, they are giving themselves a chance to impress somebody. Engage them.
There's a nightlife sector in Orlando and the hub of great marketing and advertising is Wall St. Plaza. They have a mastermind or something. They send me emails sending me on treasure hunts to find free Orlando Magic tickets and entwine those emails with other events and food specials. They are engaging.
If you spend your money and you want people to come in your establishment, or call your phone, or email you: Ask yourself why? Why would they unless you are engaging.
Look on Craigslist - I looked at "apartments for rent" on a Tuesday morning and at 9:00 a.m. there were already over 150 of them. Good luck sticking out in that crowd. Spend the money (full disclosure: I'm in advertising) but say something. If not, save your money and throw a kid on the side of the street and see if anybody falls for the "free cell phone" plan anymore.
Engagement advertising. Do something that you are good at and differentiate yourself and run through the procession screaming it like Paul Revere. Just don't scream "free cell phones."
(there are no free cell phones)
Monday, February 23, 2009
Why all my business will go to "Say It Loud"
I always tell everybody here at The Orlando Weekly that we have to earn our clients trust. People don't just hand over their money or their business to just anyone.
That's why, after attending the Orlando Addy Awards on Saturday night in Orlando, all my clients are going to hear me talk about Say It Loud (www.sayitloud.us)
Here's why: Saturday several ad agencies won awards and we got to hear from some of them through their acceptance speeches. Congratulations to Push, Anson-Stoner and Fry Hammond Barr (who, along with Say It Loud, dominated the categories.
Yet, when Say It Loud came up to give an acceptance speech, Creative Activist Julio Lima came up and.... get this!.... he thanked his intern for handling most of the creative on one of the winning campaigns. He didn't take credit and, instead, he told the audience of about 280 people that he invests in his people.
The guy he thanked was hired as an intern while he was in school and when he graduated Julio hired him as a freelancer to work a campaign. It was that kid that was behind the award.
Julio and Say It Loud provided FREE tickets to a bunch of students to attend the event because he believes they need to see the best work in the industry. I know I'll be driving any of our clients that are looking for an ad agency that way from now on.
That's why, after attending the Orlando Addy Awards on Saturday night in Orlando, all my clients are going to hear me talk about Say It Loud (www.sayitloud.us)
Here's why: Saturday several ad agencies won awards and we got to hear from some of them through their acceptance speeches. Congratulations to Push, Anson-Stoner and Fry Hammond Barr (who, along with Say It Loud, dominated the categories.
Yet, when Say It Loud came up to give an acceptance speech, Creative Activist Julio Lima came up and.... get this!.... he thanked his intern for handling most of the creative on one of the winning campaigns. He didn't take credit and, instead, he told the audience of about 280 people that he invests in his people.
The guy he thanked was hired as an intern while he was in school and when he graduated Julio hired him as a freelancer to work a campaign. It was that kid that was behind the award.
Julio and Say It Loud provided FREE tickets to a bunch of students to attend the event because he believes they need to see the best work in the industry. I know I'll be driving any of our clients that are looking for an ad agency that way from now on.
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