Identification: The Manager's Take Building Involvement & Identification The sports marketing manager’s take…

Identification: The Manager's TakeIdentification: The Manager's Take

Building Involvement & Building Involvement & IdentificationIdentification

The sports marketing manager’s The sports marketing manager’s take….take….


The Sports Marketing Manager’s The Sports Marketing Manager’s Take Take

Thomas FederlThomas Federl1.1. ATP tour players are required to ATP tour players are required to

participate in the "stars" participate in the "stars" program set up by the ATP program set up by the ATP Tour. Every player has to spend Tour. Every player has to spend several hours per week signing several hours per week signing autographs or participating in autographs or participating in other promotional activities. In other promotional activities. In Cincinnati many players attend Cincinnati many players attend visits to Children's Hospital. visits to Children's Hospital. Cincinnati's Children's Hospital Cincinnati's Children's Hospital is the countries premier facility is the countries premier facility in that regard and it is the in that regard and it is the tournament's main charity. The tournament's main charity. The tournament has donated close tournament has donated close to $ 5 million to the hospital to $ 5 million to the hospital over the years. The funds go to over the years. The funds go to a program called "plus 5", to a program called "plus 5", to support children free of cancer support children free of cancer for five years or plusfor five years or plus


ATP tennisATP tennis

2. The tournament also organizes 2. The tournament also organizes several autograph sessions several autograph sessions every day. The tournament every day. The tournament offers additional promotions offers additional promotions such as kid's day, high school such as kid's day, high school day, ladies day, .... Kid's day day, ladies day, .... Kid's day (top right), for example, offers (top right), for example, offers reduced ticket prices for kids reduced ticket prices for kids under 14 and a practice under 14 and a practice session is set up including the session is set up including the kids. Lady's day (below right) kids. Lady's day (below right) includes a fashion show includes a fashion show moderated by players and an moderated by players and an additional autograph session additional autograph session at the end. at the end.



3. Several on court promotions 3. Several on court promotions include fan and players include fan and players involvement, such as Spees involvement, such as Spees Serv contests (top) and this Serv contests (top) and this years "Serve Up a years "Serve Up a Warsteiner" contest with a Warsteiner" contest with a chance to win $1 million chance to win $1 million during a contest on the Semi during a contest on the Semi finals or Finals day of the finals or Finals day of the 2002 tournament. Other 2002 tournament. Other examples for player - fan examples for player - fan exposure is a fan tip to a exposure is a fan tip to a Cincinnati Reds game with Cincinnati Reds game with Andy Roddick throwing the Andy Roddick throwing the first pitch (bottom).first pitch (bottom).



4. The picture (right) shows 4. The picture (right) shows the players' entrance at the players' entrance at the stadium with a the stadium with a number of fans waiting number of fans waiting for an autograph for an autograph opportunity. Most of opportunity. Most of these highly identified these highly identified fans will spend the most fans will spend the most of their time waiting for of their time waiting for autograph and photo autograph and photo opportunities no matter opportunities no matter who is currently playing who is currently playing on one of the three on one of the three stadium courts.stadium courts.


ATP Fans


Matt FitzgeraldMatt Fitzgerald

1) Creating, building, and maintaining connections are a 1) Creating, building, and maintaining connections are a top marketing priority for our organization. However, it top marketing priority for our organization. However, it doesn't just start and end with our players. And the doesn't just start and end with our players. And the connections are not solely with the fans. In addition to fan connections are not solely with the fans. In addition to fan connections, it's also critical to develop connections with connections, it's also critical to develop connections with members of the media, sponsors, arena operations staff, members of the media, sponsors, arena operations staff, etc......basically anyone that comes in contact or etc......basically anyone that comes in contact or represents the Maverick organization. It's everyone's represents the Maverick organization. It's everyone's job....owner, coaches, players, and other members of the job....owner, coaches, players, and other members of the organization to facilitate and nurture these connections. organization to facilitate and nurture these connections.


Matt FitzgeraldMatt FitzgeraldWith respect to specific fan/player connections, we develop and execute a number of initiatives over the With respect to specific fan/player connections, we develop and execute a number of initiatives over the

year to help build these types of connections. Here are just a few:year to help build these types of connections. Here are just a few: a) Mavericks Fan Jam: The Mavs Fan Jam is a free event open to all fans. The event is held on a a) Mavericks Fan Jam: The Mavs Fan Jam is a free event open to all fans. The event is held on a

weekend day before the pre-season starts and features a team autograph/photo session and an inter-weekend day before the pre-season starts and features a team autograph/photo session and an inter-squad scrimmage. The carnival like atmosphere allows fans to meet, interact, take pictures with and squad scrimmage. The carnival like atmosphere allows fans to meet, interact, take pictures with and get autographs from the players, coaches and owner.get autographs from the players, coaches and owner.

b) Pre-season games: At every home pre-season game, 6 players meet-n-greet fans as they enter the b) Pre-season games: At every home pre-season game, 6 players meet-n-greet fans as they enter the arena. Before the tip-off, one member of the team and one member of the coaching staff address the arena. Before the tip-off, one member of the team and one member of the coaching staff address the crowd and thank them for their support. There are 4 home pre-season games so each player does at crowd and thank them for their support. There are 4 home pre-season games so each player does at least 2 meet-n-greets.least 2 meet-n-greets.

c) Personal appearances: Each Maverick player is required to make a minimum of 10 personal c) Personal appearances: Each Maverick player is required to make a minimum of 10 personal appearances in DFW Metroplex through-out the season. These appearances tend to be community appearances in DFW Metroplex through-out the season. These appearances tend to be community service oriented ranging from visiting sick children at hospitals; to reading to children at schools and service oriented ranging from visiting sick children at hospitals; to reading to children at schools and libraries; to building/remodeling a home for the Habitat For Humanity. So over the course of the libraries; to building/remodeling a home for the Habitat For Humanity. So over the course of the season, the sum total of Maverick player appearances in the community will be over 150.season, the sum total of Maverick player appearances in the community will be over 150.

d) Our Internet site: dallasmavericks.com offers fans the opportunity to learn more about the d) Our Internet site: dallasmavericks.com offers fans the opportunity to learn more about the organization and their favorite players. A key component to establishing any fan/player connection is organization and their favorite players. A key component to establishing any fan/player connection is providing fans with personal knowledge and information about players so that they feel like they providing fans with personal knowledge and information about players so that they feel like they personally know the player. Example: How many people know the story that Michael Jordan was cut personally know the player. Example: How many people know the story that Michael Jordan was cut from his high school basketball team. The internet is a quick, efficient way to deliver this information. from his high school basketball team. The internet is a quick, efficient way to deliver this information.

2) The highly identified, fanatical fans at our arena tend to paint their faces and body with Maverick 2) The highly identified, fanatical fans at our arena tend to paint their faces and body with Maverick colors, wear Maverick merchandise, hold up signs or banners and pretty much stand-up and cheer the colors, wear Maverick merchandise, hold up signs or banners and pretty much stand-up and cheer the entire game. Also, we are seeing more and more of these highly identified, fanatical fans get Mavs logo entire game. Also, we are seeing more and more of these highly identified, fanatical fans get Mavs logo permanent tattoos.permanent tattoos.


David StiversDavid Stivers

From a resort perspective, Pebble From a resort perspective, Pebble Beach fans are our past guests Beach fans are our past guests who frequent our resorts on an who frequent our resorts on an annual basis. We connect with annual basis. We connect with these fans using traditional these fans using traditional marketing vehicles -- newsletters, marketing vehicles -- newsletters, direct mail offers, our website, direct mail offers, our website, email and limited advertising. We email and limited advertising. We create loyalty and passion for create loyalty and passion for Pebble Beach first through great, Pebble Beach first through great, tailored customer service. We tailored customer service. We know our customer's preferences know our customer's preferences and deliver personalized service to and deliver personalized service to him. Comment cards, quantitative him. Comment cards, quantitative past guest research and focus past guest research and focus groups help us score how we are groups help us score how we are doing. doing.


David StiversDavid Stivers Loyalty and passion is further enhanced Loyalty and passion is further enhanced

for our very best customers through for our very best customers through participation in our two main golf participation in our two main golf tournaments (the AT&T Pebble Beach tournaments (the AT&T Pebble Beach National Pro Am and Callaway Pebble National Pro Am and Callaway Pebble Beach Invitational). We invite our very Beach Invitational). We invite our very best customers (guests and sponsors) to best customers (guests and sponsors) to play along side the pros. Unique to play along side the pros. Unique to professional golf, the amateurs play at professional golf, the amateurs play at least three of the four rounds and have least three of the four rounds and have the chance to make the cut and play on the chance to make the cut and play on Sunday as well. A very strong bond Sunday as well. A very strong bond between these customers and Pebble between these customers and Pebble Beach occurs when they experience Beach occurs when they experience playing our golf courses along side the playing our golf courses along side the best golfers in the world. best golfers in the world.


David StiversDavid Stivers For spectators at our tournaments, it has For spectators at our tournaments, it has

become more difficult in recent years for fans become more difficult in recent years for fans to get close to the pro's during the to get close to the pro's during the tournament. So, we've created smaller events tournament. So, we've created smaller events prior to the start of tournament play to help prior to the start of tournament play to help fans get closer. The pro and celebrity golfers fans get closer. The pro and celebrity golfers are much more comfortable in this are much more comfortable in this environment interacting with the fans. We environment interacting with the fans. We have a junior clinic, a past champions shoot have a junior clinic, a past champions shoot out for pros and celebrity shoot out for out for pros and celebrity shoot out for celebrities. celebrities.

The best example of a highly identified fan is a The best example of a highly identified fan is a gentlemen who spent his month-long summer gentlemen who spent his month-long summer vacation here, bringing in a different group of vacation here, bringing in a different group of friends each week to play golf. Over 30 friends each week to play golf. Over 30 straight days of golf! I want his job! straight days of golf! I want his job!


The SaberCats try to connect with the fans as much as The SaberCats try to connect with the fans as much as possible. We start the season with a possible. We start the season with a team/cheerleader/season ticket holder BBQ at our practice team/cheerleader/season ticket holder BBQ at our practice facility. This gives our fans a chance to meet the new facility. This gives our fans a chance to meet the new players, and identify a little with them. Players, players, and identify a little with them. Players, cheerleaders, coaches, and front office personnel mingle cheerleaders, coaches, and front office personnel mingle with the fans. Once the season begins, we open our with the fans. Once the season begins, we open our practices to the public. During the season players are practices to the public. During the season players are required to make two public service appearances. After our required to make two public service appearances. After our last regular season game, we invite the fans to the ring last regular season game, we invite the fans to the ring around the field for a autograph session with players and around the field for a autograph session with players and cheerleaders. At each event, our marketing table has cheerleaders. At each event, our marketing table has SaberStats for fans. This sheet has all the current stats on SaberStats for fans. This sheet has all the current stats on our players, and the opposition. our players, and the opposition.

Lance Scheetz



For the extreme fan, we have the Extra Point Bonus For the extreme fan, we have the Extra Point Bonus Package. This package is sold before the season, and Package. This package is sold before the season, and consist of one gameday program at each regular season consist of one gameday program at each regular season game (with the fans name in it), one media guide, and a game (with the fans name in it), one media guide, and a special gift. Previous gifts have been, a team foto football, special gift. Previous gifts have been, a team foto football, 2001 Western Division Champion Sweatshirt, and this year 2001 Western Division Champion Sweatshirt, and this year a team travel sports bag. We will have increased our a team travel sports bag. We will have increased our gameday program sales by close to 100% in three years. gameday program sales by close to 100% in three years. New this year, due to poor local media coverage of the New this year, due to poor local media coverage of the team, we have started an email program. Our media team, we have started an email program. Our media relations director now sends electronically a season ticket relations director now sends electronically a season ticket holder press release twice each month. The key or theme holder press release twice each month. The key or theme is to touch our fans in anyway possible. We want the fan to is to touch our fans in anyway possible. We want the fan to tell their family members, friends, and co-workers that they tell their family members, friends, and co-workers that they are part of the SaberCat family.are part of the SaberCat family.

Lance Scheetz


Arena Football is a game made for fans. In fact, fans are Arena Football is a game made for fans. In fact, fans are so close to the action, they could touch players on the field so close to the action, they could touch players on the field as the game is being played. This rarely happens, but as the game is being played. This rarely happens, but players occasionally are blocked into the seats, or players occasionally are blocked into the seats, or celebrate in them after touchdowns. Most of fanatical fans celebrate in them after touchdowns. Most of fanatical fans sit in the first five rows of the corner endzone seats, hoping sit in the first five rows of the corner endzone seats, hoping for their chance to touch a player after a big play. These for their chance to touch a player after a big play. These fans dress in war paints (team colors), color their hair, wear fans dress in war paints (team colors), color their hair, wear outrageous SaberCat outfits, and a few have megaphones. outrageous SaberCat outfits, and a few have megaphones. These fans are loud, and passionate. Quite a few are These fans are loud, and passionate. Quite a few are members of the SaberClaws (team booster club) and make members of the SaberClaws (team booster club) and make one road trip once each season. In addition, there are one road trip once each season. In addition, there are approximately five fans who follow the team on the road. approximately five fans who follow the team on the road. Our success has been built on our most loyal fans.Our success has been built on our most loyal fans.

Lance Scheetz


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Identification: The Manager's Take Building Involvement & Identification The sports marketing manager’s take…