PLANNING YOUR MARKETING STRATEGIES
(Monday, June 11, 9:00-10:00 a.m.)
Thank you very much. Thank you John. Our topic for this session is planning your marketing strategies. As we all know inour programs, marketing strategies are very important and are becoming more and more important. We have three speakers today who have extensive experience and they are going to share their ideas and experiences in terms of marketing with you. Following their presentations, we have left time
where we will have a questions-and-answer session. We hope you will ask any questions you have on your mind pertaining to our presentation. I am going to have Dave Hart come up and introduce our first speaker.
Our first speaker is Paul Miller and Paul is associate athletic director for external affairs at the University of Missouri. Paul joined our staff in August of last year. having worked at West Virginia University. His responsibilities at the University of Missouri as associate AD for external affairs is to handle all of the people that we have in our department Who work in fund raising. public relations. promotions. and so on. We have a marketing director that reports to Paul and we have a fund raiser too that also reports to him and he is in charge of that whole area. His topic this morning is going to be how you can market your nonrevenue sports. Paul Miller.
Thank you Dave. You know last August when I arrived at Missouri I happened to notice that they asked me some strange things when I applied. They said send a resume and three letters of recommendation and 25 ticket stubs from past Missouri athletic events. I knew right away that we are in different ballgame in Missouri
than I was in West Virginia, as far as marketing. Then this morning when Dave saw me in this coat he said we should have brought the guy that sold you that coat up here to talk, because he really knew marketing.
At the University of Missouri, marketing is our total umbrella of promotions, sales and advertising.
We categorize them in three different types of packages. There is an immediate sponsorship package which I think you all know. You go out and get some nice company to sponsor everything you put on the radio and television. You have a second promotional package and that is mainly what I will be talking about today, and then a little bit about programming. Take your level two sports and package them so they can be shown on
cable TV or broadcast on the radio. Since we only have three speakers today, we will make things very short and we will try and get into things that you will be interested in.
In the promotion area, if you notice here to my right, I have brought everything you have ever seen that you can promote with; hats, visors, cups, shirts, key chains, handkerchiefs. We use to think this was all in pro ball. Come out to the baseball field and you got something. It is now moving to the college level, especially in the areas of level two sports. The word we don't want to use is minor sports. The word we don't want ,to use is nonrevenue producing sports, but we have to label it some way in this room. The one thing that we can tell you is how to get lots of mileage out of gimmicks like this and sundries. Make them generic. In other words, go to a company and get them to make you 5,000 of these but don't put on it gymnastics or
baseball. Then you come home with 5,000 things. Then you take L4 of your level two sports and you tell
them on a certain day they can have 500 of these. Then you promote it; painters hat day for women's gymnastics. So one item can be used throughout a season with many of your different sports. As you can see, you get the painters hats in many different colors. Think about going the generic route other thaQ, here is a baseball and here is the bat. Needless to say, only in baseball season or possibly women's softball could you use a bat like this. But it is an item that we use in our baseball promotion.
The other thing we do in our level two sports is we permit our level two sports to have a generic sports ticket. We call them Gold Cards at the University of Missouri. All of our level two sports coaches can go out
and sell as many $10 Gold Card tickets as they can, anywhere in the State of Missouri. This Gold Card for $10 permits them to come to any of our level two sports activities other than special events which I will talk about later. How does this help? First of all, most of these people are mainly just giving the coaches the
donation anyway. They go up and down the street and see their buddies in the bars, where they buy their clothes and they sell them a $10 car9 so they will come to baseball games. Well, usually baseball games are at 2:00 in the afternoon and most of these people can't make it anyway, but at least it is revenue for the level two sports.
Now, programming. You should look in your home town for programming on television. If you have cable
TV in your area, these cable TV people must have a public access channel. So what we have done, we have gone to our cable TV, you can't demand it. but you actually carry them something. We have a program they can use. Now they possibly will give it to you, but I think the world that we are in, you can get sports on almost anything. But you must take a program to them that is worthwhile. Then, you can take all three of these; media sponsorship, promotions and programming and you can package them all together.
The most exciting thing with level two sports at our school is the Ralston Purina Cat Classic. Now if you will notice I've got a little bigger chart over there. You may want to look at these later. The Cat Classic. Since we are the Tigers at Missouri we came up with the idea of putting on a women's gymnastic meet
for two days with other schools that have the same type of mascot. So we called it the Cat Classic. Now when this idea originated we tried to go to Ford Motor Company, trying to get a tie-in with its Cougars. That did not work out at the time and right in our backyard we had Ralston Purina with its emphasis on cats. When you
see the checkerboard you think about cats and every year when we have this Cat Classic, Ralston Purina picks up the tab. Last year from this company we received $26,000. They paid all of the guarantees, all of the advertising, they paid for the packaging that put it on public television. All of our expenses were covered. If you will look at this sheet here, it costs you $6 per ticket to get in. Nowa $6 ticket lets you come for both days. We averaged over 7,700 people per session. As you can see, level two sports then brought in some money because the company covered all expenses of this activity.
The other thing that I think is exciting that you can market is with recruiting. We are excited at the University of Missouri because we won the Big 8 golf tournament. We have a golf coach who is a native Missourian. Our golf coach puts together his marketing plan that he recruits nothing but Missourians to go out and play other people. I know this is a sore spot, but believe me, it has done a great deal for us. He
recruits nothing but Missouri boys. So when you are out selling your total program you have friends allover
the state because you have taken individuals inside your state and brought them into the program. We won the Big 8 with nothing but Missouri players and we thought this was a heck of a marketing idea.
Things that you should think about when you are putting your strategies into action for a package: first of all, make sure you go into a company and you see the right person. Not always that right person will be the top one. It will be hard to see Mike Roy at Anheuser-Busch to buy you 5,000 caps like this. He deals
with about a $480 million budget. But there are the right people and you should research this. You should be prepared and know your product. You just can't go into a company and say, "we need help, nobody's coming to baseball and nobody's coming here." We are in the business world. Make your presentation. Know what you are selling and know your product. Also know your company. You cannot go into a company that has no interest in that item you are trying to sell. For example, let's say you are having a big swimming meet.
Nike tennis shoes probably would not have any interest in swimming. So make sure that you know your company and tie in to something that a company would be interested in.
Your presentation should be professional. What does that mean? A lot of slides and a lot of audio
visual aids? Not necessarily. You can have a professional presentation when you go into these companies
and you can also \1Iake it inexpensive. The main thing is make your presentation so people know exactly what
you are asking for. It takes a while to create a relationship with a company. Don't get so down on yourself or your department if you make a great sales presentation and you bomb out. It takes time. It took you time to create a relationship with your spouse, so give the same type of time when you are trying to make a presentation to a company to help you in some of your promotions. If there is one thing we in athletics
should remember, we've got to be realistic. Be realistic of what you are trying to sell. We feel we are realistic because we've got the Cat Classic and it ties in well with Ralston Purina. Sometimes I think in athletics we fail to realize that everybody is not out there just waiting to come and help us, and that our program will help their product sell. Be realistic in what you are trying to sell in your promotion packages.
Now in the package itself, be creative. We think that the Ralston Company felt we were pretty creative when we came in with the idea of having no participants unless they were some type of cat or an animal of
that type. They thought it was creative. They are paying the tab. Be patient. When you go in to a corpora- tion or a company, or to an individual, be patient in trying to get results. Be patient but also be persistent. The biggest thing you need to do is to follow up. You need to follow up to see if they are interested. The worst thing you could do is to get someone to participate ina program and then don't follow up and tell him the success or thank him. Do not describe your level two sports as moderate or nonrevenue producing sports. If you put less emphasis on these in the public, then the public itself will put less emphasis and maybe not buy the program that you want.
Now, I thought all of this stuff was really a grab bag. What are we doing in athletics? In the last month I have been on two conferences where one guy told me about bringing in an elephant and having a tug of war with the football team. The other guy brought in ten camels to have a camel race and found out that camels can't
run in a circle. They can only run in a straight line. So this is mild stuff compared to what is going on in the field of athletics. Look at the chart we have. First of all in baseball, we have hat day, band day, armband day, shirt day and cap day. Does this really bring prople? Sometimes yes, and sometimes no. The only thing that I could tell you is much of this promotion is good PR inside of your department; your
coaches on this level who receive very little recognition on television and in the newspaper. They like this type of promotion. At least you are thinking about them and you are trying to get people to their events.
With that I will sit down and listen to the other two individuals. I thank you and we'll be around for some questions.
Thank you Paul. Our second speaker is a native of Montana. He has coached football, track and wrestling. He served on the staff at Washington State for twelve years, four years as an assistant athletic director and eight years as athletic director. He is currently the athletic director at the University of Miami and Sam has had considerable experience in marketing and fund raising. It's a pleasure for me to introduce our next speaker, Sam Jankovich.
SAM JANKOVICH :
Thank you very much Gary. Needless to s~y, it has been a very interesting time in my life. A year
ago at this time I flew into Las Vegas and had dinner with Dick Perry and went to the special NACDA meeting right after I flew to Miami and spent about seven days looking over the Miami situation. Little did I know so many things would happen a year afterwards. My wife Patty and I went to Yugoslavia for about three
weeks. After returning from Yugoslavia I had a phone call that I was to come down to Miami right awayand visit with the president. We prolonged it for about two weeks, then I started drinking a whole lot so I accepted the. job and here I am.
I guess rather than being up here and talking about marketing, I should be up here talking about how
to hire football coaches. You know it seems like every time I get associated with the football or basketball coach, not any doing of mine, where I gave them proper instruction and guidance, but they all leave to be millionaires; Jackie Sherrill, George Raveling, Howard Schnellenberger, and before long Bill Foster and
company will also become very wealthy. But it has been a very interesting time and I think when we look at intercollegiate athletics at times, it's extremely important we put it in a proper perspective. I think at times we allow one person to get much bigger than the system. The system does not function together and go in the same direction.
When we talk about marketing, I guess we can talk about television. We can talk about hats. We can talk about t-shirts. We can talk about all of those material things, but the bottom line is the human resource. It's the people involved. People solve problems, not causes. And, people have to be working together in order to obtain the proper goal as far as their corporations, companies, or institutions are concerned. When you take a look at those institutions who have succeeded on and off the courts, they
are the people who have the ability of surrounding themselves with outstanding people. I believe if we are going to do our job and do it right, nothing in the world is more important then to follow up and
follow through. If you are to go ahead and take a look at all of the people who are contributing to your program, all of those people are buying season tickets and all of the other things, is that theyare professional people who are doing very well for the most part and they are used to being dealt with in a very business and professional manner. I believe what we do at times is we overlook the more important ingredients of it.
So then when you take a look at the entire system. I really think that you have to take a look at your ticket office. Make sure that in that ticket office you have the right ticket manager, and make sure that along with that ticket manager you have promotional people within that area, and that you have secretaries who are extremely good at what they do. \Vhen they are dealing with people over the telephone, they are
dealing in a very professional manner. You will see out there people in the business world who say they want five tickets, ten tickets or they are really not pleased with this ticket location. I think it is very important to get back to that ticket office and then get back to them immediately. Follow up on that order if it's four or forty.
You take a look at all of our different professional lives and where we are located, and we have to
really evaluate the situation we are in at this particular time. I was at Washington State University for 17 years, which is a beautiful place, a beautiful university, with outstanding people. Washington State
will continue to grow and get better because it has the ability of really attracting outstanding individuals. I do not know of a president who is really convinced more on its institution and what it represents and
he is always going to attract people like Dick Young and Stan Bates who have been very good in the business. They are going to have the ability to attract other outstanding people who are going to work for them in order to go ahead and do it right. There are some negatives about a place like Pullman, Washington, no question about it, because of its location and because of all the other things that go along with it and the lack of population. But then you have a different spirit. You have a different enthusiasm and you have a whole lot of people who are going to work very hard because of the pride that they really have. Then you go ahead and take a look at a place like Miami, which has all of the population, all of the other things that you would
realy like. But then on the other hand, there are so many other things to do. They have beaches. They have an awful lot of activities as far as families are concerned. They have individual sports. It's one of the better places in the world as far as outdoor recreation is concerned. You have to spend an awful lot of time in researching your market, and making sure that people understand that market, and then take it from there and understand what they are going to promote.
When we look at it, we are alL competing for that entertainment dollar. In competing for the
entertainment dollar, there are hard core people who are going to support you no matter what. Then there
is that other group out there that is very marginal, and we have to assess how you are really going to turn those people on as far as getting involved in your program. It takes many different ways that can be ac- complished. At the University of Miami no one in the world worked harder than Howard Schnellenberger in bringing that football program around. Five years ago there was nothing else to promote other than
Howard Schnellenberger. But I think what you have to do is go ahead and put it in its proper perspectlve
and really understand why we are in the business; and that is the young people involved. It's not only the football players on the field and the basketball players on the court, your revenue producing program, it's the band, it's the cheerleaders, it's the excitement, it's the entertainment, it's the tailgate party, it's the restaurants and hotels that are going to encourage people to come to their place, where they are going to benefit financially, and that in return what they are going to do. It's going to be a family-like
atmosphere where peopLe are used to being around something exciting and want to be a part of it. So, what we have to do is rather than promote a star football player, or a great coach, you have to promote that institution because we would have no intercollegiate athletics whatsoever, if we weren't promoting Notre
Dame; if you weren't promoting the University of Florida, if you weren't promoting USC or the University of Washington. Those are great institutions that we are promoting and within that what you are promoting are bands, cheerleaders, and the entire scene which is extremely important in order to keep in proper perspective.
As you progress in this whole thing, what you want to do is make sure that if it is going well, that everybody knows it. Don't be apologetic that it is going very well, because if you are only selling 5 or 6
or 10,000 season tickets, that is not very exciting and those people out there really don't want to be a part of it. But if you are showing a substantial increase each year and if you are showing an increase as it goes along, brag about it. Be very proud of it because more and more people want to be involved with something
that is very good and very exciting. As far as your community is concerned, I believe you have to look at it. We ask an awful lot from people within a community, and if you ask an awful lot from those people as far
as contributing, as far as your booster programs are concerned, buying tickets, radio, television and every- thing else, you have to be willing to give it back. And the only way that you can really give that back, is
by using those people who are within your program. Your coaches and your student-athletes should be involved within community affairs. Along with that there are many deserving organizations out there that need a boost. At the University of Miami where coach Schnellenberger did such a great job, they have a lot of really underprivileged people in that community who are able to go to a football game they could have never gone to before, and at one time or another those young people are going to be the ones who are going to be civic
leaders. They are going to be working within that community to where they are going to want to be a part of that program and your season ticket campaign is going to improve because of it.
When you take a look at your staff, it is extremely important to your student-athletes and also to
your coaches to have a number of rallies during the course of the year. We will have a rally on Monday. We'll have a rally on Friday. We'll go ahead and take our cheerleaders and bands and we'll put them in some of the large recreational centers or the large shopping centers, because people like excitement. When they see those young, beautiful people who are cheerleaders or part of the band and they are playing that fight song; they are leading some cheers and singing. Before you know it, they will all rally around that shopping center. That is when you will want to pass out your posters and everything else, as far as getting those people involved.
We all know about special promotion and having a special promotion for each game is extremely important. At Washington State we always knew we would draw very well from Washington, USC or UCLA, but we always knew we would have a very tough battle whenever we were going to play Oregon, Oregon State, Calor Stanford. At the University of Miami, we're going to draw very well when we play Florida, Florida State, Notre Dame and others, and then when we play some others we are not going to be able to draw as well. So, having a promotion as far as those other games are concerned, going ahead and moving it forward is extremely important.
One of the more special things we did at Washington State, long before I arrived there, was "Parent's Day." Parents would come to our campus and it was the most beautiful day of the entire year. We had one in the fall, one in the spring and that was the day those parents spent with the young people on that campus. We would bring in 10-12-14,000, and it not only benefited as far as the game was concerned, it benefited as far as
the institution and what its real purpose was. A special theme, as you all know, is extremely important as well. For example, bringing back basketball for the first time, we have a theme in basketball. Bill Foster
and his people went to Nassau and did some very exciting, interesting things there. We are going to be kicking off the basketball season-ticket campaign this coming October. We have over 3,000 people who have committed to buy season tickets. Playing in the James L. Knight Center, we feel that we will sell 4,0 00, which we can
only sell that many right now in order to accommodate another 1500. But, having a theme that is appropriate for that particular year -that you can all live with, is very important.
I think one of the things about society today that is very important for us to keep in mind,is that we live in a very competitive world and Monday through Friday husbands and wives are working from about 8:00 a.m. to
8:00 p.m., whether we like it or not. Therefore, the separation of the family becomes a real problem and
many of the problems that we've had in society today is because of that separation of family, where husbands are working around the.clock, wives are working around the clock. we are not taking care and keeping that family together as a wholesome activity. What we have to do in this business is make sure that we assist and that we work together to come up with family packages and plans to where on a Saturday afternoon or Saturday night, or a Thursday night, that they are going to be able to afford to come to an athletic
contest. Not everybody can pay $15.00 for a seat. Not everybody can afford to buy two season tickets and
then buy season tickets for their children. We have to do them a favor, because when you take a look at the cost of intercollegiate athletics, when people support a booster organization, when people turn around and buy season tickets, they go out to dinner before the game or they have brunch before the game, it becomes very costly. We have a responsibility to keep that cost down as much as we possibly can, put together a
family plan to where we are encouraging that husband and wife or that boyfriend or girlfried or two wives in a neighborhood with three children or two fathers in a neighborhood with three children, to come to
the game and spend it together. By doing so, I think you have to look at a family plan which would be on an individual game basis, like we have at the University of Miami right now for a husband and wife and
three children for $12.00. We will put them in a special location and then we will do some special things as far as a family plan is concerned with a season-ticket holder. We definitely want to encourage them to come to the game as a family. When you take a look at the special blitz, as far as the season-ticket campaign is concerned, I believe that the worst thing you can do is to drag it out. You have to get in it and get out of it.
By far, the most important work force we have today in society is the volunteer work force. There are the people out there who work, people who knock on doors. You can confine that period to three to four
weeks; getting in it and getting out of it. Know your situation. At Washington State after the Holiday
Bowl we felt it was very important at that time because of Washington State going to the Bowl game for the first time after fifty years, we should do it right at that time and have everybody blitz it as hard as
we could. When we won the national championship at the University of Miami this year, we felt it was very important to do it right after the Orange Bowl game. Then there are others when you do not have as good
a season, what you want to do is take it and put it in the spring of the year. Then, maybe two weeks before you kick it off, push it once more. That is one of the reasons why I've always felt that if we could delay the basketball season a little bit longer, we could all do a much better job in marketing to where it wouldn't become so competitive as far as our football programs are concerned.
We did something rather interesting in the re-instatement of college basketball this year at the University of Miami. We got a hold of twenty people or corporations to give $50,000. We generated $1
million. But, the thing that they did not want is to be a booster. They wanted tickets that would be good for their corporations and companies. Therefore, we gave them four season tickets. We will honor them at halftime, then at the game we are honoring, we will give their company fifty tickets.
There is nobody in the business who promotes a program better or harder than Ron Fraser at the University of Miami. He will go out and work with companies and corporations. They will give X number of dollars. They will get X number of tickets. They will throw out the first pitch in the game and we will do some very
special things as far as the press box is concerned. All in all, ladies and gentlemen, we are in a very exciting business. I don't think it is an ad in the paper, I don't think it is a poster on the drive down US 111. I think it is you and people, because people solve problems,not causes,and the more people we can get involved.the better success we are going to have. Thank you very much.
Thank you Sam, good job. I have always said that promotions do three things. One, promotions get people to spend money on you that you can't. afford to spend on yourself. Two, I think promotions get people involved in your program who wouldn't have gotten involved otherwise, and three, generate revenue. When you think
about people getting involved in your program who wouldn't have otherwise, you think of Anheuser-Busch. You think about our next speaker. You think about corporate business -Ralston Purina, Coca-Cola, Pepsi-Cola and many of these exhibitors who are out there who get involved in your program. I believe there is somebody out there who will get involved if you are just persistent and stay with it as Paul pointed out.
There isn't a better friend, I don't think, for college athletics, than Anheuser-Busch. At least
there is not a better friend we have at the University of Missouri. I think most of you here have probably gone Anheuser-Busch for one reason or another. Our speaker, representing Anheuser-Busch today is Bob Couch. Bob is a personal friend and I want to take this opportunity to thank you for accepting my invitation to be here and speak to us this morning. Bob is responsible for merchandising all college and professional
sports, media buys on the local and national level for Anheuser-Busch. Bob is manager of sports media merchandisin2. He will tell us, hopefully, how we should approach businesses and how Anheuser-Busch helps the colleges, so it is our pleasure to have with us this morning Bob Couch, sports media manager for Anheuser-Busch.
Thank you. I have some good news for those of you who are Anheuser-Busch stockholders. Since last Thursday, our stock has gone up 5 points. The only thing that concerns me is that I have been away from the
brewery since last Tuesday and hopefully there is no correlation. Although, if there is, I'd be more
than happy to sacrifice and stay here on Marco Island for the next few weeks. I want to thank Dave for
the opportunity to be here to represent Anheuser-Busch. I told him I wouldn't make this very commercial because the objective is corporate sponsorships, so if I do mention Budweiser or Bud Light or Michelob or Michelob Light or Classic Dark or Busch or Natural Light, or a new product of L.A., which stands for
low alcohol for Anheuser-Busch, it would all be part of the speech. I wouldn't .iust mention those beers to
you to promote them.
I had a real problem when Dave asked me to speak today, and that was I couldn't define a revenue
sport. I knew you were probably talking about football and basketball. In Wisconsin you might throw in hockey; at UCLA volleyball might be a part of it and at Johns Hopkins it might be lacrosse. So instead
of worrying about specific sports, I just want to talk about corporate sponsorships of athletic events, and
I want to do this as specifically as possible. I want to give you several points. I notice about 25 percent of you are taking notes and about 25 percent buy the tapes they are taping outside. The other 50 percent have done this already and you are just kind enough to sit there and be gentlemen and ladies and let us talk for a little while.
When you look at corporate sponsorships, in my mind you have to look at two things; on-site events and media packages. You break that media package down further and you are really talking about the
broadcast and telecast. You are talking about the signage and you are talking about prints. Along with merchandising those broadcast buys, the other two things I do at Anheuser-Busch is buy all the stadium
arena signage and I buy all the commercial print -in the special-event print. So, what I want to do today is talk about those areas in terms of four specific things. One, the types of corporate sponsorships;
two, the area the corporations consider when determining whether or not they want to sponsor an event or broadcast package; three, how to put together an action plan for us and four, the evaluation. So we consider those four areas in terms of on-site promotions, in terms of broadcast packages, signage packages and the fourth thing in terms of print packages.
Specifically, there are six types of corporate sponsorships in my mind and they relate to all of those other four areas in one way or another, for the most part. There is a sole sponsorship of an event in terms of on-site promotions that is very simple -you only have one sponsor. In terms of broadcast, rarely do
you have a sole sponsor, but you might have a sole sponsor. Let's say the Budweiser/Warren Powers Coach's Show. That is an example. In terms of signage, you might approach us and say, "would you buy us a new scoreboard for your facility and you will be the only advertiser in there." In terms of print, rarely will you have a sole sponsor, unless it is specifically a media guide or a schedule of some sort, but your program typically will not have just one sponsor.
The second major type of sponsor is a major sponsor and that would be somebody who is not the sole sponsor, but definitely get main billing for whatever the event is, if it is a special on-site event. or, in terms of broadcast, it's a billboard. "Missouri basketball, brought to you by Budweiser." In terms of signage, you can have signage on the main scoreboard, but there might be other sponsors in other areas not necessarily in terms of print, You can have a franchise position, such as a center spread or a fourth cover or a second cover or a third cover.
The third type of corporate sponsor is a presenting sponsor and this relates to all those areas specifically. You might have a type of a tournament -NCAA Tournament and the advertising for it wouldn't be called the Budweiser NCAA Tennis Tournament, but would be the NCAA Tennis Tournament -Division 1 Men's Tournament, brought to you by Budweiser. There is a little connection in the namesake there.
The second area in broadcast in terms of a presenting sponsor is most of your sponsors either
get a billboard up front or they get to be one of the presenting sponsors inside. The stadium signage is around other parts of the building besides the main scoreboard. And in terms of print, people who just have ads throughout the program, no special franchise position.
The fourth type of sponsor is called a participating sponsor. That is somebody woo is not involved
to a major degree, but does put some money into it and maybe that person on-site doesn't have any signage. Maybe they are just In the program. In the broadcast they might not receive the billboards, they might
only have one thirty-second unit, or it might be some minor broadcast package as opposed to your play-by-play. The stadium signage is for smaller signs, maybe temporary banners. They receive mentiori on a sponsor page.
The last two types of sponsors are really dealing with just on-site promotions. Those are VIP sponsors, basically a heavy hitter in your area who has d.one much in different areas and because of that fact, you put a whole package together of all the sports and that is a VIP package. Maybe his name is mentioned in the program. He is not necessarily in the broadcast. Basically he is just on-site. He gets tickets. He gets to sit in the right place and meet the right people and he has a great time.
The last type of corporate sponsor is a general patron and that is the guy who, because you all are so persistent, says he'll give you $500 and he doesn't need anything. Give him a few tickets and that will be
fine. But, those people are very important to you, if you get enough of those general patrons.
Those are the six types of corporate sponsors, in my mind. A sole sponsor, a major sponsor, a presenting sponsor, a participating sponsor, a VIP sponsor and a general patron sponsor. You will not be tested on this later.
Areas to be considered by a corporation -I have 14 of those areas. First, what do we look at when we consider a promotion? How promotable is it? What qre the negative and positive aspects? In college sports there aren't very many negative aspects because you make it that way -congratulations. Most sports are not like that -depending on what sport it is. How promotable is it? Am I willing to stand up on the tallest building in your town and tell the world that I am a sponsor of, if it is on-site, whatever the
event is? If it is broadcast, can I tell everybody in the world that I am a proud sponsor of such and such on radio or television? In signage, am I happy to be there -in print -am I happy to be there? How promotable are you ?
Secondly, what is the organization behind it? I don't mean personnel. Sam made some very good points by the way about personnel. What I mean is NCAA, Big 8, Big 10, Sun Belt Conference. Is it a sanctioned organization? Is it a school function? If so, what is your track record in terms of schools in the organization department?
Thirdly, more specifically about your department, what is your track record? If it is an on-site promotion, are you promoting it or is someone coming in and saying he can take care of your marketing?
If that is so, I want to know who that is. I want to know what that person has done and what his track
record is. Because, if they are good and successful in the past or if you are, that is great. I've got
a better chance of spending my money with you and getting my dollars worth back. But, if not, I'd have to ,
think about it twice. In terms of broadcast, what facility are you to be broadcasting on? Where does it
go? What are you going to do for us?
Fourth is continuity. Is there some sort of tradition behind what you are asking us to sponsor in
terms of on-site or broadcast or media? Is it a new event? Maybe it doesn't have a tradition. Maybe your school is just starting. Maybe you are bringing back a sport that you haven't had for awhile. But if
you want me to promote Notre Dame football, I would probably look very favorably at that because it has a great tradition.
Fifth, is it a major event in your market area? If it is football in Columbia, Missouri, it is a major event. If it is volleyball it might not be. But, if it is volleyball at UCLA, maybe it is. I have to consider those things.
Sixth is press coverage. We have clipping services allover the place so we will find out and we can look it up, but you can also tell us. You can bring it to us. This is a major event in the market. Look at all the press coverage received, not only locally, but nationally. It was on the cover of USA Today sports section. That would be terrific.
Seventh, is it a growth sport? Every coach who coaches will tell you that his sport is a growth
sport, and they should, but it is not necessarily so. So we consider that and it might be a growth sport in your area, but not another, so you have to explain this to us so we know how it is.
Eighth is attendance, on-site; incredibly important in terms of broadcast. We are talking about CPMs. How many people listen?
Ninth is depth of sponsorship. Because of Anheuser-Busch's position in sports, we don't have to be
a sole sponsor of an event to get our pound of flesh, so to speak, because people associate us with sports already. So, instead of offering us a sole sponsorship package, why don't you come in and say, "there is somebody that can benefit from that sole sponsorship more than Anheuser-Busch, so I am going to approach those people, but I am going to look to Anheuser-Busch for another type of sponsorship so I can get you involved also." They might turn down a sole sponsorship because they don't need it, but they might get involved because they see it as part of their whole marketing plan in that area.
Tenth is product category exclusivity. In terms of promotion and advertising, I do not care about
product distribution. Let me make that very clear to you. That is of no concern to me in terms of tying
that in with advertising or promotion. It is against the law for me to even think that way. The Bureau of Alcohol, Tobacco and Firearms would be very unhappy with me if I did, so beer companies don't care about distribution. We care about promotability and advertising. Now, Coca-Cola is going to care about distribu- tion probably, and R.J. Reynolds would also care about distribution probably, but we can't do it by law.
My point was, in product category exclusivity, I want to be the only beer sponsor at that event. I don't want to see Brand X, Y & Z, specifically, Miller, Coors and Stroh's,because that doesn't help me at all. It's clutter. What I am looking for is a broadcast package to be the only sponsor. The same thing in
signage. Now the area that I think is cluttered the most is print because you'd think and you are probably right, you can get five or six beer companies or five or six car companies or three or four banks ads in
your program. That is true, but that diminishes my advertising. So I consider that when I buy print. How many other product sponsors in my category will be there?
Eleventh is extra signage at an event. This basically is on-site. Besides the signs I might have purchased from you, I'm going to put up posters. Where will they be? Will they be in good sight-line.
Will the television camera pick them up? Whether it is broadcast or not, you might get news at 10:00 or whenever it is, 11:00, will they be seen at that time? That is very important to me.
Number twelve deals with legal consideration. In your state I might not be able to promote with you. You are all probably aware of what states those are. You've been told that already. Stayaway from the beer companies. Years ago somebody from a beer company wouldn't have been here. Of course, a few years