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Gameday GO
College Football Competition Promotion Turns Rivalries Into Revenue
NCAA Gridiron is coming.
Can you hear it? It’s coming with the ferocity of an angry
linebacker. You probably hear a little rumbling from the training camps
going on across the country as we speak. So, it’s time to implement a
training camp of your own and get your staff ready for the impact
that’s coming at month’s end. It’s August, and the temperature and
action will be heating up, so ice down the beer and get ready to quench
the thirst of the legions of college football fans ready to cheer their
team to victory.
Absolute Commitment
When it comes to promoting college football, few do it better than
McDuffy’s in Tempe, Ariz. Located less than a mile from Sun Devil
Stadium, McDuffy’s capitalizes on the rabid Arizona State fan base, but
that doesn’t let General Manager Jeff Flaherty rest on his laurels.
“With college football, you know we’re going to be busy regardless.
College football is definitely our No. 1 or No. 2 sport,” Flaherty
says.
What makes McDuffy’s unique is its absolute commitment to showing as
many games as technologically possible. “We’re known as the bar that
gets all the games,” Flaherty says, “especially the obscure ones that
no one else has.”
In addition to the ESPN Gameplan package, McDuffy’s secret weapon is
its “old school” satellite dish that provides the advantage of showing
games competitors can’t. Possession of a rare game is priceless
considering the extent a crazed sports fan will go to watch his or her
favorite team.
“It’s bananas,” Flaherty says. Once McDuffy’s hits capacity, “we
have people gathering outside trying to watch through the windows
because we’re the only bar in town with the game.”
McDuffy’s also is one team’s official headquarters for the Fiesta
Bowl each year (depending on which fan base travels better). To
accommodate this overflow of fans, the staff there adds an extension in
the parking lot with the Budweiser “Jumbotron,” effectively tripling
their capacity for the day. McDuffy’s also has trade agreements with
ASU’s athletic department for season tickets. This allows staff to hand
out tickets throughout the season with a wide variety of games,
including the wildly popular “frozen T-shirt competition."
The Rivalry
Perhaps the only thing that rivals the excitement in the stadiums on
campus across the nation is Rivalry Week in your local sports bar.
Rivalry week is at the end of the season and is when you should have a
huge push for a monster day of intense action and beverage sales. Even
if your team is 2-10, the fans still go crazy for this match-up against
their most hated opponent. The chance to knock off the in-state rival
is incredibly motivating and leads to amazing games. The chance to
knock off your competition should be just as motivating and will lead
to amazing sales.
If you are not going to stay neutral, make sure you capitalize on
this polarizing decision by letting your fan base know where you
stand.
Memorabilia, flags, banners, jerseys and helmets of your team should be
everywhere. And, make sure you “hate” the opposing team properly. A
well-placed stuffed mascot of the enemy hanging from a noose goes a
long way in maintaining your “rep.”
The Playbook
Get creative when promoting these epic battles –– and other big
games throughout the season –– by pulling a variety of plays out of
your playbook. T-shirts proclaiming your allegiance to a particular
school (with your logo included as well, of course) are another way to
advertise to your fan brethren that your place is home. Have your
school’s cheerleaders make an appearance in the days leading up to the
game to build excitement (which also creates an event in itself ).
Implement a frequency card and invite them to come and spend the entire
season with you. Bust out the barbecue and cold beers and have a
“tailgate” pre-party before the games. To recreate the excitement of
actually being at the stadium, hand out logoed seat cushions, pom-poms
and those crazy “We’re #1” foam fingers with your bar logo.
Also, tap into your local alumni networks. Alumni roots run the
deepest when it comes to college football, with former students loyal
to the grave. As many of these alumni will tell you, college was the
best time of their life. And like many operators will tell you, college
football is the best part of their business. So, don’t blow it like the
BCS and prepare for the unequaled passion, excitement and sales
college football can bring.
Extra Points
- End Zone Celebration Contest: have guests show off their own unique and creative celebration dances for prizes.
- Best Cheer: encourage the ladies to join the fun and exhibit their best moves and school spirit.
- Flick Football: have guest sign up for an elimination tournament.
- Bowl Games: have themed parties and/or drink specials for
each bowl game. For example, have a Fiesta Bowl Fiesta with a Cinco de
Mayo atmosphere. Mojitos made with fresh sugar work great with the
Sugar Bowl. Anything made with OJ is perfect for the Orange Bowl. Serve
these up as Bowl Game Cocktails in those giant bowls that need to be
served to two people at a time.
NCB
Jason Stone is the premier account manager for MarkeTeam Inc., a sales,
promotion and marketing agency specializing in the hospitality
industry. Visit www.marketeaminc.com for more information.
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