First rule of fight club is: Nobody is going to tell you that you are worth $100 if they can get you for $10.
There's a new horizon in reaching parents and school employees and it starts in Orange County, FL.
Wednesday, June 2, 2010
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.
Friday, December 4, 2009
There is money for schools out there
There is money for schools out there but you must be able to show your potential advertisers and partners the value of working with you.
School districts are not set up like corporate media companies that structure themselves around advertising revenues.
There are disadvantages to this but there are advantages too.
Learn to use your resources and measure what you can. The big advantage of companies working with school districts are the advantage they get from the emotional response of the community. People enjoy supporting companies that support them.
The disadvantage is you have to work harder. Tradition is not on your side. You have to be vocal and you have to be innovative and you have to find ways to quantify results.
If you have a Web site, anchor your metrics. Find out your visitors, impressions, page views, and whether or not you can measure click-through's to an advertisers Web site. This is the best and fastest way to get a steady stream of revenue flowing and a great way to get companies to trust that you are an authentic alternative to traditional advertising.
I'm going to add a weather widget to this blog. Then, I'm going to see if we can do this on our Web site (http://www.ocps.net/) and see if we can get a sponsor for that. If you want to look into this, there are two very popular Web sites with weather widgets that I trust. http://www.weather.com/ and http://www.weatherbug.com/. I don't know if it is viable to use their widgets on our site but I'm going to look into it.
School districts are not set up like corporate media companies that structure themselves around advertising revenues.
There are disadvantages to this but there are advantages too.
Learn to use your resources and measure what you can. The big advantage of companies working with school districts are the advantage they get from the emotional response of the community. People enjoy supporting companies that support them.
The disadvantage is you have to work harder. Tradition is not on your side. You have to be vocal and you have to be innovative and you have to find ways to quantify results.
If you have a Web site, anchor your metrics. Find out your visitors, impressions, page views, and whether or not you can measure click-through's to an advertisers Web site. This is the best and fastest way to get a steady stream of revenue flowing and a great way to get companies to trust that you are an authentic alternative to traditional advertising.
I'm going to add a weather widget to this blog. Then, I'm going to see if we can do this on our Web site (http://www.ocps.net/) and see if we can get a sponsor for that. If you want to look into this, there are two very popular Web sites with weather widgets that I trust. http://www.weather.com/ and http://www.weatherbug.com/. I don't know if it is viable to use their widgets on our site but I'm going to look into it.
Tuesday, November 17, 2009
Raising Money
When you raise money, you need a plan. If not for you; do it for your clients.
I catch myself doing it a lot. I get caught up in the chase of selling. Now more than ever. I think I have a great program and a great cause. I have good contacts and something to offer. It makes me want to call them and accurately explain the benefits. That's what I do. I wouldn't say I was ever a great salesman as much as I'd say I think I can find good matches. There are a two big things here:
-If you don't buy in to what you are selling, it's hard to sell anybody on the idea.
-You don't have to be a great seller if you can find a match between what you have to offer and what a company would like to accomplish and convince them you're right. That's where it gets tough.
If I could hire one person in the world, it'd be him. That's right: Chuck Woolery. The Dating Game was the ultimate sales show. Check it here. He wasn't the one actually selling anything but he was the conduit. The matchmaker. He put the possibilities out front and then let the girl or guy make the
decision that was best for them. That's the best you can do. Give them good options and let them control the tempo and the buy.
But back to the beginning point being that you have to have a plan. I read a story in Fast Company that the author (can't recall) talked about "purpose" behind the job.
One of the workers ask the other why they are there. The first guy looks up and says "the wages." The next guy says "for my wife and kid" and they continue laying brick upon brick. The third looks up and says because I'm part of building a great Cathedral." Now, as the author pointed out normally the third guy gets all the credit for the really impressive and soul-searching answer of working towards some divine greatness. Not all of us get that opportunity everyday. But, actually all three of them are right. Not one of the brick layers says "I like laying bricks."
Have a plan when you talk to clients, give them good options, and show them the benefits. When you start seeing really meaningful and successful relationships being built you'll find your clients will start getting better results and you just might like going to work more everyday.
I catch myself doing it a lot. I get caught up in the chase of selling. Now more than ever. I think I have a great program and a great cause. I have good contacts and something to offer. It makes me want to call them and accurately explain the benefits. That's what I do. I wouldn't say I was ever a great salesman as much as I'd say I think I can find good matches. There are a two big things here:
-If you don't buy in to what you are selling, it's hard to sell anybody on the idea.
-You don't have to be a great seller if you can find a match between what you have to offer and what a company would like to accomplish and convince them you're right. That's where it gets tough.
If I could hire one person in the world, it'd be him. That's right: Chuck Woolery. The Dating Game was the ultimate sales show. Check it here. He wasn't the one actually selling anything but he was the conduit. The matchmaker. He put the possibilities out front and then let the girl or guy make the
decision that was best for them. That's the best you can do. Give them good options and let them control the tempo and the buy.
But back to the beginning point being that you have to have a plan. I read a story in Fast Company that the author (can't recall) talked about "purpose" behind the job.
One of the workers ask the other why they are there. The first guy looks up and says "the wages." The next guy says "for my wife and kid" and they continue laying brick upon brick. The third looks up and says because I'm part of building a great Cathedral." Now, as the author pointed out normally the third guy gets all the credit for the really impressive and soul-searching answer of working towards some divine greatness. Not all of us get that opportunity everyday. But, actually all three of them are right. Not one of the brick layers says "I like laying bricks."
Have a plan when you talk to clients, give them good options, and show them the benefits. When you start seeing really meaningful and successful relationships being built you'll find your clients will start getting better results and you just might like going to work more everyday.
Monday, October 19, 2009
Don't sell your jerseys just yet
Ever since I started at Orange County Public Schools, I've heard the murmors of how we're going to sell the naming rights on uniforms of athletes and make a lot of money.
I've gotten several calls and emails from a few other school districts asking what I've thought about this. I have also read in the local daily newspaper that I'll be selling the football team names to retailers and candy-makers.
Well, you can't do it.
Before you try to pass school policy or before you approach a company to put their logo on your football teams jerseys, check the local High School Athletics Association webiste in their rulebook.
Most have a rule that states you can not put third-party logo's on any game uniforms (yet you can do warm-ups.) Here's an example when you get in to reading about uniforms for the sport of Track & Field:
"4-3-1 UNIFORMS: Competitors may wear a one-piece (singlet) or two-piece track & field uniform issued by the school... Commercial advertising, with the exception of the manufacturer’s logo, is prohibited on all athletic uniforms."
Every sport, at least in Florida prohibits any third-party logo/name/etc. on a high school athletic uniform.
I've gotten several calls and emails from a few other school districts asking what I've thought about this. I have also read in the local daily newspaper that I'll be selling the football team names to retailers and candy-makers.
Well, you can't do it.
Before you try to pass school policy or before you approach a company to put their logo on your football teams jerseys, check the local High School Athletics Association webiste in their rulebook.
Most have a rule that states you can not put third-party logo's on any game uniforms (yet you can do warm-ups.) Here's an example when you get in to reading about uniforms for the sport of Track & Field:
"4-3-1 UNIFORMS: Competitors may wear a one-piece (singlet) or two-piece track & field uniform issued by the school... Commercial advertising, with the exception of the manufacturer’s logo, is prohibited on all athletic uniforms."
Every sport, at least in Florida prohibits any third-party logo/name/etc. on a high school athletic uniform.
Sunday, August 30, 2009
advertising vs sales
Are you in advertising or sales?
I ask myself that a lot. I wonder if there is a difference at all. So, when my brother-in-law told me he was going in to print sales I thought he'll be great. He's a great sales man. He's talked me in to many things that I haven't regretted but wouldn't have done without him pointing out the clear benefits and explained the risk/reward of the situation at hand.
He can sell.
I guess the thing that has me pondering his success would be whether he knows the advertising business well enough and, honestly, does it really matter if you do or don't?
Is there a benefit we can weigh or measure that can prove whether or not a person with a strong background in advertising has any advantage over somebody that is just damn good in sales?
Does it matter if you know ad giant, TBWA, is responsible for the 20+ years of historic Absolut ads?
I ask myself that a lot. I wonder if there is a difference at all. So, when my brother-in-law told me he was going in to print sales I thought he'll be great. He's a great sales man. He's talked me in to many things that I haven't regretted but wouldn't have done without him pointing out the clear benefits and explained the risk/reward of the situation at hand.
He can sell.
I guess the thing that has me pondering his success would be whether he knows the advertising business well enough and, honestly, does it really matter if you do or don't?
Is there a benefit we can weigh or measure that can prove whether or not a person with a strong background in advertising has any advantage over somebody that is just damn good in sales?
Does it matter if you know ad giant, TBWA, is responsible for the 20+ years of historic Absolut ads?
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)
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