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Re: Challenge to Those Wanting More Marketing
Posted: Mon Oct 17, 2011 5:50 pm
by San Antonio Mustang
2ndandlong wrote:If you are going to undertake a marketing initiative, plan to go all in. I've participated in some major successes and some flops. The flops were all half-hearted attempts.
The best thing we can do is build our brand on the field right now. We're being discussed in a positive light in major news and sports organizations across the country right now. Let's get out of this operating deficit and then commit to a dedicated marketing plan.
What does an all in dedicated plan cost? We want ours to be successful and not a flop.
Re: Challenge to Those Wanting More Marketing
Posted: Mon Oct 17, 2011 6:10 pm
by 2ndandlong
My firm is currently wrapping up a post-merger name consolidation (rebranding effort) that has been very successful. We've rolled out an iphone app, press releases, advertising in field journals, as well as face-to-face time with clients, etc. Fairly extensive. Total project spend in 2010 and 2011 about $10 million with the expectation this incremental cost declines considerably into 2012, but we're an international $400 million annual revenue firm - hardly comparable.
I'm sure it wouldn't scale exactly, but I would believe (an additional) $1 million per year for the school in my best estimate. That would eat almost 1/3 of what we bring in on the Morgan Campaign each year. I don't know exactly how much we currently spend, but it is a whole lot more than anyone on this board gives credit for.
Re: Challenge to Those Wanting More Marketing
Posted: Mon Oct 17, 2011 6:26 pm
by San Antonio Mustang
Did your $10 million include TV? Would your 1 million cost include TV or Radio? Hate to sound like a broken record, but I suspect that you are correct that it costs more and we spend more than many believe. Some of the posts have suggested doing focus groups and changes in the Blvd., but once you do this you have to get the word out to your target audience. How do you do that in a city like Dallas and how much money will it cost?
Re: Challenge to Those Wanting More Marketing
Posted: Mon Oct 17, 2011 6:50 pm
by ThadFilms
San Antonio Mustang wrote:ThadFilms wrote:Ticket giveaways.... and money to get this on local TV news and [locally] during the World Series:
http://vimeo.com/30406843
How much money is necessary to do this?
Treadway21.... check with Brad!!!
Challenge to Those Wanting More Marketing
Posted: Mon Oct 17, 2011 6:57 pm
by 2ndandlong
My business does not advertise radio/tv. That's why I assumed the costs would be so much more relative to size.
Re: Challenge to Those Wanting More Marketing
Posted: Mon Oct 17, 2011 7:23 pm
by San Antonio Mustang
Thad, What is a round number for production of a sharp 30 second TV commercial? Any idea what it would cost to get a Dallas celebrity like Aikman or Staubach to do appear in a commercial?
Re: Challenge to Those Wanting More Marketing
Posted: Mon Oct 17, 2011 7:36 pm
by RyanSMU98
San Antonio Mustang wrote:Thad, What is a round number for production of a sharp 30 second TV commercial? Any idea what it would cost to get a Dallas celebrity like Aikman or Staubach to do appear in a commercial?
I think the bigger question is less around production cost and more around the cost of getting it aired in a strategically advantageous spot. Anyone have an idea what ad spots are going for on local channels these days?
Re: Challenge to Those Wanting More Marketing
Posted: Mon Oct 17, 2011 7:42 pm
by MrMustang1965
2ndandlong wrote:Bring back MM65 who in 2007 proclaimed all the money we were spending on advertising was a waste and that he would never follow the program again because it wasn't committed to winning.
Au contraire! I challenge you to find that post. And - for the record - I never left. I've just been lurking in "the Shadow".
Challenge to Those Wanting More Marketing
Posted: Mon Oct 17, 2011 8:21 pm
by 2ndandlong
where did this come from?
Posted: Thu Mar 01, 2007 12:20 am Post subject: Setting the Record Straight
________________________________________
I have decided that S.M.U. athletics does not need me. And I do not need it. I have better things to do with my life than care about S.M.U. and its athletics program. For too long, I have cared about matters on The Hilltop that are completely out of the control of the few remaining fans of S.M.U. athletics.
Some folks on this forum think that I got upset about something involving athletic director Steve Orsini, someone on his staff or something involving one of the athletic programs. It was no one particular incident or person that made me decide to devote less time to matters involving the Mustangs.
I have read and pondered a lot of things that have been said by other posters since joining this fan board almost 6 years ago. After much thought, I finally decided that S.M.U. athletics is � overall � a product that I am no longer willing to invest my money and time on. If S.M.U. athletics were a material good, it would have gone out of production a long time ago. It�s a product that does not live up to the claims of its manufacturer. It�s only bought by a small handful of consumers who continually complain about its quality. All the advertising and promotion in the world won�t save a product that doesn�t work. And that�s what S.M.U. athletics has become, at least to me.
So many Mustang fans continue to be duped by S.M.U. president Turner and athletic director Steve Orsini with their �smoke-and-mirrors� trick. There is no true �commitment� to athletics at S.M.U. and that�s why I will spend less money and time on it.
I won�t be duped any longer. My eyes have finally been opened. If I attend an S.M.U. sporting event, I will go to it fully understanding that the outcome will, most likely, be a defeat because that�s what has happened so often in the past. If the Mustangs happen to win then it�s a pleasant surprise. Perhaps this is what the S.M.U. student body has understood all along and explains why they so seldom turn out for sporting events.
In closing, I�d like to set the record straight: I have always posted as Mr. Mustang 1965 and always will. Yes, I was a �sunshiner� and a �cheerleader� but I am no longer.
I wish the Mustangs well in all their sporting contests.
Challenge to Those Wanting More Marketing
Posted: Mon Oct 17, 2011 8:23 pm
by smupony94
2ndandlong wrote:where did this come from?
Posted: Thu Mar 01, 2007 12:20 am Post subject: Setting the Record Straight
________________________________________
I have decided that S.M.U. athletics does not need me. And I do not need it. I have better things to do with my life than care about S.M.U. and its athletics program. For too long, I have cared about matters on The Hilltop that are completely out of the control of the few remaining fans of S.M.U. athletics.
Some folks on this forum think that I got upset about something involving athletic director Steve Orsini, someone on his staff or something involving one of the athletic programs. It was no one particular incident or person that made me decide to devote less time to matters involving the Mustangs.
I have read and pondered a lot of things that have been said by other posters since joining this fan board almost 6 years ago. After much thought, I finally decided that S.M.U. athletics is � overall � a product that I am no longer willing to invest my money and time on. If S.M.U. athletics were a material good, it would have gone out of production a long time ago. It�s a product that does not live up to the claims of its manufacturer. It�s only bought by a small handful of consumers who continually complain about its quality. All the advertising and promotion in the world won�t save a product that doesn�t work. And that�s what S.M.U. athletics has become, at least to me.
So many Mustang fans continue to be duped by S.M.U. president Turner and athletic director Steve Orsini with their �smoke-and-mirrors� trick. There is no true �commitment� to athletics at S.M.U. and that�s why I will spend less money and time on it.
I won�t be duped any longer. My eyes have finally been opened. If I attend an S.M.U. sporting event, I will go to it fully understanding that the outcome will, most likely, be a defeat because that�s what has happened so often in the past. If the Mustangs happen to win then it�s a pleasant surprise. Perhaps this is what the S.M.U. student body has understood all along and explains why they so seldom turn out for sporting events.
In closing, I�d like to set the record straight: I have always posted as Mr. Mustang 1965 and always will. Yes, I was a �sunshiner� and a �cheerleader� but I am no longer.
I wish the Mustangs well in all their sporting contests.
Mm65's manifesto
Re: Challenge to Those Wanting More Marketing
Posted: Mon Oct 17, 2011 8:26 pm
by Otter
TOP 225 IN ATTENDANCE --- TOP 25 IN .... AW FORGET IT
(Steve O)
[i"]I've heard from his mouth and others in the administration that it is a priority."[/i](2ndandlong on Orsini's commitment to ticket sales)
Re: Challenge to Those Wanting More Marketing
Posted: Mon Oct 17, 2011 8:32 pm
by FriscoChuck
More attendance creates better atmosphere, helping to recruit better athletes that leads to more wins and more promotion of SMU. This increases value of everyone’s SMU degrees.
Short Term gimmicks to put butts in seats –
legend: $ less than $1k, $$ $1k to $5K, $$$ more than $5k
i less than 1k tickets impact per game, ii 1 to 3 impact, iii more than 3k impact
1. 2fer. All ticket holders get to bring a friend for free, $, fast implementation, iii
2. Create a second SMU freshman cheer squad (the crazies) to clear the Boulevard from 30 minutes up to 5 minutes before game time, $, Fast implementation, ii
3. Post multiple SMU billboards in all the N. Dallas suburbs encouraging alums to experience the Boulevard and home schedule, $$$, Long implementation, ii
4. TV commercials linking SMU to Dallas and vice versa, thanks Thad, $$$, Medium implementation, iii
5. Free entry after half time, $, fast implementation, i
6. Put pressure (simple letter from Turner, Steve or June would do) on fraternity and sorority presidents to fully participate. Create awards for group with best attendance plus best game sign. Announce winner at start of 4th Q, $, Fast implementation, i
7. Create a social media lblitz for all alums to participate the days before game, all ponyfans should upload a peruna logo on facebook, twitter,linkedin , post status to attend game, create email string to send to 5 friends to guarantee SMU win, $, fast implementation, i
8. Encourage all alums to wear SMU gear to gym or work, hang SMU signs, decorate office/cube and get new window sticker for car, $, fast implementation, i
9. Encourage all ponyfans to display gameday signs in yards. Essentially this is the “Fill Ford” signs but more wide spread , $$, Medium implementation, i
10. Make licensing easy to encourage SMU merchandise at more places, $$, Long implementation, i
11. General Admission ticket sales from multiple vendors walking the Boulevard, $$, Medium implementation time, i
Long Term
1. Keep winning, iii
2. Top 25 for 2 years in row, iii
3. Get to BCS conference, iii
4. Schedule top non conference home games (Notre Dame, USC, Texas, Arkansas, Ohio State, Texas A&M), iii
Re: Challenge to Those Wanting More Marketing
Posted: Mon Oct 17, 2011 8:41 pm
by Dutch
[quote="Otter"]TOP 225 IN ATTENDANCE --- TOP 25 IN .... AW FORGET IT
(Steve O)
I'm proud of you for learning to use the internet at your age, and glad that they have nice little emoticon buttons on the right for you to click on to show how in-tune to the hip world of message boards you are.
Re: Challenge to Those Wanting More Marketing
Posted: Mon Oct 17, 2011 8:49 pm
by MrMustang1965
smupony94 wrote:2ndandlong wrote:where did this come from?
Posted: Thu Mar 01, 2007 12:20 am Post subject: Setting the Record Straight
________________________________________
I have decided that S.M.U. athletics does not need me. And I do not need it. I have better things to do with my life than care about S.M.U. and its athletics program. For too long, I have cared about matters on The Hilltop that are completely out of the control of the few remaining fans of S.M.U. athletics.
Some folks on this forum think that I got upset about something involving athletic director Steve Orsini, someone on his staff or something involving one of the athletic programs. It was no one particular incident or person that made me decide to devote less time to matters involving the Mustangs.
I have read and pondered a lot of things that have been said by other posters since joining this fan board almost 6 years ago. After much thought, I finally decided that S.M.U. athletics is � overall � a product that I am no longer willing to invest my money and time on. If S.M.U. athletics were a material good, it would have gone out of production a long time ago. It�s a product that does not live up to the claims of its manufacturer. It�s only bought by a small handful of consumers who continually complain about its quality. All the advertising and promotion in the world won�t save a product that doesn�t work. And that�s what S.M.U. athletics has become, at least to me.
So many Mustang fans continue to be duped by S.M.U. president Turner and athletic director Steve Orsini with their �smoke-and-mirrors� trick. There is no true �commitment� to athletics at S.M.U. and that�s why I will spend less money and time on it.
I won�t be duped any longer. My eyes have finally been opened. If I attend an S.M.U. sporting event, I will go to it fully understanding that the outcome will, most likely, be a defeat because that�s what has happened so often in the past. If the Mustangs happen to win then it�s a pleasant surprise. Perhaps this is what the S.M.U. student body has understood all along and explains why they so seldom turn out for sporting events.
In closing, I�d like to set the record straight: I have always posted as Mr. Mustang 1965 and always will. Yes, I was a �sunshiner� and a �cheerleader� but I am no longer.
I wish the Mustangs well in all their sporting contests.
Mm65's manifesto
Well done, 2ndandlong! Well done! For the record, the "MM65 Manifesto" does not say that I was completely abandoning the Mustangs. Only that I was going to devote less time and money on it.
Challenge to Those Wanting More Marketing
Posted: Mon Oct 17, 2011 8:56 pm
by 2ndandlong
MrMustang1965 wrote:Well done, 2ndandlong! Well done! For the record, the "MM65 Manifesto" does not say that I was completely abandoning the Mustangs. Only that I was going to devote less time and money on it.
I would greatly appreciate your opinion on the current state of affairs relative to that day in 2007. Now, we spend money on good coaching and quality staff, but the advertising expense is far less than everyone desires. Thoughts?