Marketing to the common Dallas sports fan

BRStang · Post by **BRStang** » Sun Nov 27, 2011 12:54 pm

I posted this in another thread, but I wanted to re-post it because I think it is an important point no one seems to ever want to admit or focus on:

I think one of the big reasons for attendance problems is that the typical Dallas fan does not identify with SMU. We need to make SMU more accessible to the common sports fan. I think the common Dallas sports fan finds our campus and culture a little intimidating and unwelcoming. I'm not saying that they SHOULD feel that way, but I think that is the perception.

The "PERCEPTION" and combination of (1) rich, snobby, hoity-toity people + (2) a "guarded", uneasy to access, parking challenged campus with its gaudy, perfectly-manicured and uber-expensive looking buildings and landscaping + (3) a team that loses to teams named Tulsa and barely goes 7-5 does not foster a desire in the common Dallas sports fan to forego watching UT, aTm, or whoever on TV and drive from Rockwall or Coppell or DeSoto to HP to come to a game. It is all about PERCEPTION. We need to focus in a big way on making the common Dallas sports fan PERCEIVE that he belongs at an SMU football game (especially when he has no other connection to the school).

RepublicanPNY · Post by **RepublicanPNY** » Sun Nov 27, 2011 1:26 pm

I have the perfect marketing tool to attract the casual Dallas fan. Execute the Run n Shoot, score 35-40-50 points a game, beat teams like Rice/Navy 60-7 (the way UH does), break into the top 25 and they will come.

That USM loss killed all momentum the program had and it's been downhill from there. Getting to our first bowl in 25 years was cool 3 years ago but now that's not exciting for the average fan. It beats a losing season but winning 7 games will not excite the masses.

You can spend a billion $ covering the united states with billboards promoting SMU but it will fail if the product looks like it did yesterday.

People want to be entertained.

BRStang · Post by **BRStang** » Sun Nov 27, 2011 1:35 pm

RepublicanPNY wrote:I have the perfect marketing tool to attract the casual Dallas fan. Execute the Run n Shoot, score 35-40-50 points a game, beat teams like Rice/Navy 60-7 (the way UH does), break into the top 25 and they will come.

That USM loss killed all momentum the program had and it's been downhill from there. Getting to our first bowl in 25 years was cool 3 years ago but now that's not exciting for the average fan. It beats a losing season but winning 7 games will not excite the masses.

You can spend a billion $ covering the united states with billboards promoting SMU but it will fail if the product looks like it did yesterday.

People want to be entertained.

Having been around this program for a long time, I can tell you this is just 50% of the problem with attendance. The other 50% is a lack of identification with SMU by the common Dallas sports fan. Billboards ain't gonna solve that, either.

ontheedgeofmyseat · Post by **ontheedgeofmyseat** » Sun Nov 27, 2011 2:10 pm

GREAT post, BR...thanks for NOT saying, "when I played D-I ______"....we need to adopt a 2012 version of the Russ Potts Model. Let's see...local economic impact...rest. in the area, gas stations, liquor stores, t-shirt / hat sales, hot dog / cokes at game...filled up stadium does wonderful things to EVERYONE's mind set...worth a try, nothing ventured, nothing gained..and of course, more banners.

Comet · Post by **Comet** » Sun Nov 27, 2011 2:18 pm

BRStang, you're absolutely right. Before I came to SMU as a grad student, most people I knew did not have happy-go-lucky perceptions of SMU. It was an exclusive school that charged Ivy-league tuition for sub-par Ivy League education. It was a school where if you were going their as an undergrad, that means your daddy was paying for your way in or you were a minority genius given a full scholarship as a means to diversify the school's population. Now that I'm in the school, I see that this is not totally the case, but it's not entirely a myth either. The school has to branch to non-SMU, non-HP people desperately or no one in the Dallas area will adopt us. We'll be used to 20-30k attendance figures as a maximum. Give tickets away, market to the public (radio, television, billboards, newspapers, and do it as a blitzkrieg). SMU really isn't nearly as exclusive as the outside perception of the school is, but people are hesitant to relate or identify with SMU for a reason.

2ndandlong · Post by **2ndandlong** » Sun Nov 27, 2011 2:27 pm

RepublicanPNY wrote:I have the perfect marketing tool to attract the casual Dallas fan. Execute the Run n Shoot, score 35-40-50 points a game, beat teams like Rice/Navy 60-7 (the way UH does), break into the top 25 and they will come.

That USM loss killed all momentum the program had and it's been downhill from there. Getting to our first bowl in 25 years was cool 3 years ago but now that's not exciting for the average fan. It beats a losing season but winning 7 games will not excite the masses.

You can spend a billion $ covering the united states with billboards promoting SMU but it will fail if the product looks like it did yesterday.

People want to be entertained.

+1

BRStang · Post by **BRStang** » Sun Nov 27, 2011 2:34 pm

If anyone is just advocating that SMU simply do nothing to attract the common Dallas sports fan and simply win, win, win and nothing else, well then I'm glad you're not employed in the SMU athletic dept. And, if you are employed by the SMU athletic dept., well then that just sux.

NomAnor · Post by **NomAnor** » Sun Nov 27, 2011 2:46 pm

Pay ppl to come for a few games :mrgreen:

2ndandlong · Post by **2ndandlong** » Sun Nov 27, 2011 2:49 pm

no one is advocating that. we had a huge marketing spend with losing programs and lower attendance. spending a bunch of money to support a product that isn't there is stupid.

have a legitimate regular season, 9-3, and win a legitimate bowl game. then, you have a product to market. 7-5 (or 7-6) is [deleted] no matter how much marketing spins it.

Don't get me wrong. I'm glad our [deleted] is better than the old [deleted], but it is still [deleted].

BRStang · Post by **BRStang** » Sun Nov 27, 2011 3:00 pm

2ndandlong wrote:no one is advocating that. we had a huge marketing spend with losing programs and lower attendance. spending a bunch of money to support a product that isn't there is stupid.

have a legitimate regular season, 9-3, and win a legitimate bowl game. then, you have a product to market. 7-5 (or 7-6) is [deleted] no matter how much marketing spins it.

Don't get me wrong. I'm glad our [deleted] is better than the old [deleted], but it is still [deleted].

You are apparently missing my point, or are focused on the wrong thing about "marketing." I am not advocating "spending a bunch of money" on billboards or shows on satellite tv channel 659. I am saying that we need to improve the perception by the common Dallas sports fan that he is either not welcome at SMU or that SMU does not relate to him. That is more than just advertising. Otherwise, when we do start knocking on the door with 8 or 9 win seasons, we will still draw 20K.

2ndandlong · Post by **2ndandlong** » Sun Nov 27, 2011 3:12 pm

BRStang wrote:I am saying that we need to improve the perception by the common Dallas sports fan that he is either not welcome at SMU or that SMU does not relate to him.

How? How do we reach the common Dallas sports fan? With what source of money do we reach them?

Comet · Post by **Comet** » Sun Nov 27, 2011 3:18 pm

2ndandlong wrote:
BRStang wrote:I am saying that we need to improve the perception by the common Dallas sports fan that he is either not welcome at SMU or that SMU does not relate to him.

How? How do we reach the common Dallas sports fan? With what source of money do we reach them?

Didn't TCU have a similar problem? They're somewhat exclusive and pricey, but yet today, the majority of Ft. Worth residents have never taken a class at TCU yet still parade in purple shirts and other TCU gear.

Eddie P · Post by **Eddie P** » Sun Nov 27, 2011 3:24 pm

Comet wrote:BRStang, you're absolutely right. Before I came to SMU as a grad student, most people I knew did not have happy-go-lucky perceptions of SMU. It was an exclusive school that charged Ivy-league tuition for sub-par Ivy League education. It was a school where if you were going their as an undergrad, that means your daddy was paying for your way in or you were a minority genius given a full scholarship as a means to diversify the school's population. Now that I'm in the school, I see that this is not totally the case, but it's not entirely a myth either. The school has to branch to non-SMU, non-HP people desperately or no one in the Dallas area will adopt us. We'll be used to 20-30k attendance figures as a maximum. Give tickets away, market to the public (radio, television, billboards, newspapers, and do it as a blitzkrieg). SMU really isn't nearly as exclusive as the outside perception of the school is, but people are hesitant to relate or identify with SMU for a reason.

I'm a minority genius and still paid the full boat. Actually, mother paid.

smupony94 · Post by **smupony94** » Sun Nov 27, 2011 3:32 pm

No Jedi discount?

Dutch · Post by **Dutch** » Sun Nov 27, 2011 3:41 pm

someone call otter, quickly.