Building Involvement

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Building Involvement Identification

• The sports marketing managers take.

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The Sports Marketing Managers Take

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

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ATP tennis

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

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ATP tennis

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

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ATP tennis

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

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ATP Fans
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Matt Fitzgerald

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

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Matt Fitzgerald

• 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
• 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-squad scrimmage. The carnival like
  atmosphere allows fans to meet, interact, take
  pictures with and 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 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 least 2 meet-n-greets.
• 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
  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 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
  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 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.
• 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 entire game. Also, we are seeing more
  and more of these highly identified, fanatical
  fans get Mavs logo permanent tattoos.

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David Stivers

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

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David Stivers

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

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David Stivers

• For spectators at our tournaments, it has become
  more difficult in recent years for fans to get
  close to the pro's during the tournament.  So,
  we've created smaller events prior to the start
  of tournament play to help fans get closer.  The
  pro and celebrity golfers are much more
  comfortable in this environment interacting with
  the fans.  We have a junior clinic, a past
  champions shoot out for pros and celebrity shoot
  out for celebrities. 
• The best example of a highly identified fan is a
  gentlemen who spent his month-long summer
  vacation here, bringing in a different group of
  friends each week to play golf.  Over 30 straight
  days of golf!  I want his job!  

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Lance Scheetz

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

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Lance Scheetz

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

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Lance Scheetz

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

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