Success

Spurs Share Values & Insights with Baylor Sports Sponsorship & Sales (S3)

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Spurs Share Values & Insights with Baylor Sports Sponsorship & Sales (S3)
by Brad Sherrill – September 2017

What can we learn from the Spurs organization?

The Spurs were the first organization contacted before the S3 program launched in 2004. We often say that the Spurs organization is “Baylor South,” because so many of the 250+ S3 graduates started careers in San Antonio.

Nine members of Spurs Sports & Entertainment (SS&E) engaged in a series of small group panel discussions with over 100 S3 students at the September S3 Club meeting. Among these nine were Joe Clark, Laura Dixon, David Elkins, Justin Wynter and S3 alumni Stephen Gray, Lindsay Beale, Travis Gafford, Ashley Johnson and  Erika Moulder.

These professionals discussed how S3 Values play out in day-to-day life in successful careers. 

Take It Personally

Justin Wynter, Manager of Corporate Partnerships for the Austin Spurs, shared a story in support of the S3 Culture tenant to always “take it personally.” Wynter spoke about how he and his associates rose from underachieving to become a top of the league organization. This hard work came to fruition when the team received 8 of 10 year-end NBA G-League awards after receiving zero only a few short years before Justin Wynter and Stephen Gray (S3 2011) decided to take personal responsibility for business performance.

Act with Integrity

Joe Clark, Vice President of Ticket Sales and Service, encouraged students to interview teams and companies. He highlighted the importance of making sure that an organizational culture is strong and a positive fit. Finding those organizations that care and do things the right way is an integral part of experiencing long-term success in the sports industry.

Go the 2nd Mile

Laura Dixon, Head of External Relations, exemplified the broad landscape of positions available across the sports industry. S3 Club members heard about her journey from working on an Olympic bid proposal to her current position where she works to strengthen stakeholder relationships on behalf of Spurs Sports & Entertainment. In going the “2nd mile,” Dixon does a little bit (or a lot) of everything in this role, going beyond the job description people typically associate with the sports industry.

Group Sales Representative Ashley Johnson shared a story of how Sales Representative Erika Moulder’s group were recently given a goal of making five in-person sales appointments for the week. Ashley noticed on the sales board that Erika set 19 appointments, going the second, third, and practically the fourth mile.

Redefine Success & Failures

S3 Club Member Tatum Lowe spoke highly of the insight she gained over the course of the evening. Lowe said she learned, “the idea of redefining our successes and failures . . . focus on the small victories that you achieve every day, before you know it these will add up to major successes.” She was inspired by how visibly passionate SS&E executives, managers and employees are about their careers, exemplified by the core principle of going the 2nd mile, in San Antonio as much as it is in Waco. In fact, they traveled 200 miles each way to freely share their time with S3 students.

How to Choose Among Job Offers

Lindsay Beale, Senior Manager of Group Sales, shared a common theme to the Spurs and S3: Pick your next position based primarily on the character and values of the manager who will directly supervise you. This person plays an integral role in developing your abilities and determining the opportunities for success. When they move up, you’ll have chances to move with them.

Next Up

Our next S3 Club outing with the Texas Rangers is on Tuesday, September 26! We will join Nick Richardson and four more S3 alumni at the Rangers, Taylor Bergstrom, Mike Segoviano, Jeff Brown and Jonah Erbe, as the Rangers take on the Astros from Globe Life Park in Arlington.

How two brothers made it big in pro sports: Colin Faulkner, Chicago Cubs and Chris Faulkner, Denver Broncos

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How two brothers made it big in pro sports: Colin Faulkner, Chicago Cubs and Chris Faulkner, Denver Broncos
by Kirk Wakefield – November 2016

Note: In this re-release (first posted April 1, 2013), we congratulate Colin Faulkner, and the 2016 World Champion Chicago Cubs, for catching up to brother Chris Faulkner, whose Denver Broncos won the 2016 Super Bowl.

Colin and Chris Faulkner

S3 Board Member Spotlight

Colin Faulkner
Colin Faulkner
Chris Faulkner
Chris Faulkner

Brothers. Friends. Sports.

These three words bind Chris and Colin Faulkner together as one of the few sets of brothers in the business of sports.

Colin is the Vice President of Sales & Partnerships with the Chicago Cubs. Chris is Manager of Club Seat Sales and Service with the Denver Broncos. Each took different routes getting into their careers.

Overcoming rejection

Colin’s experience with Baylor’s call center and the Waco Wizards (surprise: a defunct hockey team) reinforced his desire to enter sports after graduating from Baylor (1998).

Part of Colin’s motivation today stems from his early days searching for an entry level position. The S3 program’s own, Dr. Darryl Lehnus, then Associate Athletic Director over sales & marketing, spurned Colin for an internship while Colin was working towards his undergraduate degree. Then following scores of applications, Colin’s resume eventually landed in the hands of Shawn McGee of the old Dallas Burn where Colin received his only offer. What happened to all those rejection letters? Fifteen years later they still have their own special place in Colin’s desk. 

Colin went on to prove himself as an account executive with the then combined Texas Rangers/Dallas Stars group before moving to roles with the Stars as the Director of Ticket Sales (2002),Vice President of Ticket Sales (2004), Sr. Vice President of Ticket Sales & Service (2007), and Sr. VP of Marketing (2009). Fulfilling a lifelong dream, Colin was selected as the Vice President of Ticket Sales & Service with the Chicago Cubs (2010) before his recent promotion this spring to include corporate partnerships.

Operations, IT or Sales?

Chris started out with idea of working in operations or IT for a professional team after graduating from Baylor (2001). In his search, Chris quickly learned the lifeblood of an organization was in sales – and the best entry point.  After beginning with the Colorado Rockies, Chris moved into a senior account executive position with the Texas Rangers (2003) before promotions to Group Sales manager (2005) and then Director of Ticket Sales (2007). Following, Chris moved west as the Director of Ticket Sales for the Colorado Crush (2008) before moving across town to sell premium seats for the Broncos (2009) to ultimately assume his current position as Manager of the department (2010).

Work ethic = Success

The brothers share beliefs about what leads to success. Working for good managers helps paves the way. They believe in working hard, having a good attitude and working smart. As Chris points out, sales is purely an effort-based position, “Put in the work and put in the hours.”

Mentors play a role in the success of anyone who moves up the ranks. Geoff Moore, Colin’s mentor, is quick to share his thoughts on Colin’s work ethic and attitude:

“Colin has true character. He is competitive, intelligent and curious. But, his most important quality is his optimism. He believes his hard work will make a difference. This combination of talent and work effort make him a great employee and leader.

Similarly, Andy Silverman, shared from his experiences with Chris:

Chris is a true professional at every level.  From my many years working alongside Chris at the Texas Rangers, to his current role running Premium Sales at the Denver Broncos, Chris not only has my utmost respect but admiration as a true sales professional.   I consider Chris a master of his craft and even more importantly a trusted friend and confidant.

Having a Brother in Sports

Chris and Colin get along, well, just like brothers. They benefit from each other’s experiences, frequently texting each other to share updates, bounce ideas off the other, and share in each other’s successes. Although Chris feels some pressure to keep up with his older brother, they don’t feel like they compete with each other since both have done well in their careers.  Colin said that if he had the option to hire Chris to work for him, he probably wouldn’t because Chris is in such a good situation right now.

Two well-known brothers in sports are the Leiweke brothers, Tim and Tod, and the Yormark brothers, Brett and Michael. Give the Faulkner brothers a few years. When you see them on the front of Forbes magazine, remember you saw them featured first on the S3 Report!

Faulkner Brothers
Mark McCartney, CT Steckel, Chris Faulkner, Colin Faulkner, Brad Oswalt, and John Alexander at  Reliant Stadium for Baylor’s run to the Elite 8 (2010)

How a Team’s Values Can Shape Lives

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How a Team’s Values Can Shape Lives
by Joey Harvey – April 2016

HOW THE SPURS’ VALUES SHAPED MY CAREER LIFE

Spurs Sports & Entertainment operates its business on a daily basis under the umbrella of three primary values: integrity, success, and caring. The aim is to make every decision while upholding each value. These three values have led to growth not only in my career, but my personal life.

Start with integrity

It begins with integrity. Spurs head coach Gregg Popovich has said multiple times that he looks to bring in players and coaches that are “over themselves.” That is, people who are able to put aside their own egos and realize the betterment of the team is the most important.

On the business side, the people that stick around and build good careers do so while doing things the right way. Treating coworkers with respect, avoiding office drama, rumors, and politics, and focusing on being the best person at your job are the simplest ways to uphold your integrity and build a name for yourself.

Add attitude & effort to get results

The order or formula of what leads to success was taught to me as: Attitude + Effort = Results. When you combine a positive attitude with maximum effort, the results will come. Effort isn’t all about repetition, but it’s about repeating (or practicing) the right way. It’s not about making 100 phone calls a day, but rather perfecting your technique on those calls and using each one as an opportunity to make yourself better.

The right attitude and effort leads to success. You can be the nicest person in the world and have the highest level of integrity, but if you don’t effectively do the job you’re hired to do, there is no place for you with the company. We are a business, after all.

Ticket sales is much like a sport. Regardless of success rate or revenue you’ve brought in, the landscape constantly moves forward. You have to adjust. If you don’t adapt and think ahead about what’s next, you’ll fall behind. Always be open to sharpening your skills and learning more. Take something from each trainer or manager you come across and figure out how it could apply to your own approach. Never stop learning and striving to become better. The more open you are to being coached, the more success you will have.

Give a care

Most importantly, to me, is caring. When I approached a few of my managers to discuss some personal issues that might cause me to miss some time at work, the response was “We love you man, and we are here to support you.” Do you know how powerful that is to hear? You don’t find that level of care at just any company.

We don’t try to force caring; it’s just who you are. I sat in on a session led by Spurs General Manager RC Buford a few years ago. He said it simply: “A company’s culture is developed by the kind of people you bring in.” When the right people are brought in, the culture essentially develops itself.

My closest friends now are current coworkers or have worked for the Spurs in the past. I’m in a wedding in June between two former Spurs coworkers. The groom’s bachelor party? Mostly members of our 2010 inside sales class. Many of them live in different states now across the country. When you have a culture that treats employees like family, it allows you to invest in each other as people, develop lasting relationships, and create a network of support that only translates into more cohesiveness in the workplace.

I can’t help but believe that the values of integrity, success and caring have led to so much success for the Spurs on the basketball court. I can say with certainty it’s what’s led to my personal success in the business office.

 

Floor or Front Office: It’s all the same at Spurs Sports & Entertainment

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Floor or Front Office: It’s all the same at Spurs Sports & Entertainment
by Kirk Wakefield – April 2016

Values-driven

What values drive your organization? What values drive you, personally? If you had to choose one word–one value–to describe what is most important to you, what would it be?

Integrity–doing the right thing–is the most important value of the San Antonio Spurs Sports & Entertainment (SS&E) organization. You can’t miss it. The values of the organisse valueszation are posted throughout all the offices, meeting rooms and on the desks of the over 250 employees, which is sure to grow as SS&E recently added a fifth franchise, San Antonio FC, in the USL.

The success of the Spurs on the floor and front office is no accident. From ownership to the coaches and players to the interns, the values are clear. As Frank Miceli, Senior Vice President, Sales & Franchise Business Operations, shared, “They are openly discussed and shape everything we do from our ownership down to every member of the staff. We have a common vision,  engage in transparent communication and everyone has a voice. We are deliberate in our decision-making and are open about questioning everything in an attempt for continuous improvement.”

How do values shape the culture?

The three values of integrity, success and caring are the basis for daily operations. The same respect you see on the court you see in the offices, as employees are encouraged to collaborate, display humility and demonstrate a team orientation where no one person is more important than the team.

As Mr. Miceli points out, “Asking for help is not a sign of weakness, but of strength, to utilize the many talents and resources of SS&E.” Employees are more likely to ask for help and achieve personal and professional growth in a place where they know caring, respect, sincerity, support and compassion are part of the DNA of ownership and management.

Success is important at SS&E, but the process is as important as the outcome. An individual may have great personal success, but it must not come at the expense of the team. Rather, the team achieves targeted goals together, each pulling together and demonstrating care for others in the process. It’s not all about work for the sake of work; employees are encouraged for being creative and innovative and having fun along the way as they enjoy the journey together.

Baylor S3 success stories

Thanks to the leadership which began with Russ Bookbinder and continued thanks to Rick Pych, Frank Miceli, Joe Clark, Tim Salier, and Lawrence Payne, SS&E has hired the most graduates from the S3 program than any other partner.

Lindsay Beale (S3 ’10) started as a summer intern her junior year and joined SS&E after graduation as a group sales account executive. Mlindsay bealer. Miceli observes that Lindsay consistently exhibits all of the traits valued by the organization and climbed the ladder with patience and humility from account executive, to senior account executive, and now Group Sales Manager for all the SS&E properties.

Stephen Gray (S3 ’10stephen gray) joined the SS&E inside sales department after graduating from the S3 program. Stephen’s hard work led to a promotion with the organization’s AHL team, the Rampage. Stephen did very well selling, setting Rampage individual sales records. But, more importantly, as Mr. Miceli points out, “Stephen really understood the sales process and how to motivate others. He became Manager of Ticket Sales for our NBA D-League franchise in Austin and has really helped turn the franchise around.”

True Partnership

Many of the teams and companies who partner with the Baylor S3 program do so because of shared values. The relationship between the Baylor S3 program and SS&E operates as a true partnership, where the values of both organizations closely match. Issues and opportunities are discussed with transparency. Each is concerned for the welfare of each other, but most importantly, for the welfare of the young people entering and growing in the industry.

As Mr. Miceli shares, “We are honored to be members of the Baylor S3 Board. The relationship with the program and students has been very valuable for us from the standpoint of meeting(and hiring many) well-trained students ready to join the sports world in sales and customer data management.” In return, Baylor is deeply indebted to the leadership of the SS&E organization and their contributions to the school and the program.

The Baylor Sports Sponsorship & Sales (S3) program is the only academic program housed in a business school with a complete major focused entirely upon sports sales & analytics. Please contact us if you are interested in learning more about the Baylor S3 program by visiting www.baylor.edu/business/S3. 

Cover photo courtesy of Chris Covatta, SS&E and USL Soccer.

 

How brands measure successful sponsor partnerships

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How brands measure successful sponsor partnerships
by Kirk Wakefield – December 2014

At the 2014 Sports Sponsorship & Sales (S3) Board Meeting held at McLane Stadium on the campus of Baylor University on November 11-12, Jose Lozano hosted a panel of fellow brand experts from the S3 Board to discuss, “How brands measure successful partnerships.”

Not in the awareness business

“We are not in the awareness business,” said Kelly Roddy, President of Schlotzsky’s,  which is owned by Focus Brands (Auntie Anne’s, Cinnabon, Carvel, McAlister’s Deli, and Moe’s Southwest Grill). “We are into meaningful relationships and sponsorships provide this,” added Roddy.

These sentiments were reinforced by Bill Moseley, Director of Marketing Communications, AT&T, and one of the architects of a wide variety of AT&T corporate partnership deals. Mr. Moseley noted that account management of corporate partners may have focused on more static venue elements of an agreement in the past, but that, “Today the emphasis is on adding value to the fan experience through creative strategies. The AT&T brand is an integral part of the game day experience.”

Tami T. Walker, Brand Manager for Phillips 66, shared, “When we can get a father and son on the floor [as part of a brand-fan experience]  we make fans of the brand for life.” The emphasis is on creating memorable experiences that clearly link the brand with the property in the minds of fans that result in driving business.

What do brands care about in a sponsorship deal?

At the end of the day, or at the end of each year and at the end of the contract, brands care about sponsorship return-on-investment. The panel members underscored that the reason behind sponsorships isn’t because someone at the brand loves the team. Rather, the brand cares about what drives traffic and builds their fan loyalty–when fans of the team become fans of the brand.

AT&T, Phillips 66, Schlotzsky’s, and other well-established brands care most about how much fan affinity transfers to the brand. Why? Brands can track the lift they receive among fans of the brand compared to non-fans in the same markets. Using research tools and brand tracking, brands can see if fans of the team behave differently.

[dropshadowbox align=”right” effect=”lifted-both” width=”200px” height=”” background_color=”#ffffff” border_width=”1″ border_color=”#dddddd” ]”Impressions don’t matter.”[/dropshadowbox]Mr. Roddy explained, “When we measure fan engagement we can see the connection with sales increases. We now look for ways to track call to action. We aren’t interested in millions of impressions, but measures of affinity transfer to our brand. Impressions don’t matter.”

How do brands keep score?

When Phillips 66 evaluates sponsorships, senior management  keeps score at the bottom line.Tami Walker emphasized that Phillips 66 uses multivariate analysis on net promoter and other key performance indicators (KPIs) to look at drivers of buying behaviors.  The make-or-break decision for their partnerships is whether or not the property, “can produce creative solutions we can’t get elsewhere,” added Ms. Walker. Brand managers, like Ms. Walker, must focus on managing contracts in an effective manner to prove the relationship with KPIs.

Other tracking measures include social media scraping. Mr. Roddy explained, “It’s important to see if our brand is connected to the partner via fans’ social media. For example, are people posting about Cinnabon and the Texans?” Using sophisticated web crawler software, brands can analyze social media posts to determine if such a linkage increases as a part of a partnership promotion. Brands also use loyalty index tracking to compare loyalty levels of fans versus non-fans of a property.

Mr. Moseley said that AT&T partners understand that the Net Promoter Score is an important KPI, as they want customers to recommend the brand to others. In doing so, the benefit of the partnership is that the brand-fan linkage helps overcome any pain point with the provider who brings life to their devices.

When is added value really added value?

As Ms. Walker emphasized, building loyalty to the brand is more than just distributing loyalty cards or gaining name recognition. Partners seek true loyalty that shields them against competitive inroads. Properties add value through brand-fan experiences that can scale the effects through social media, as fans share the experiences with others.

For example, the 76 fuel brand partners with the Dodgers, who act as true partners to assess results and adjust to meet their partnership goals. In this sense, the property adds value through their transparency, honesty, and willingness to solve problems.

Jose Lozano, who as CEO of The Company, works with a number of national brands engaged in partnerships, encourages properties to bring their own passion into the equation. Try to understand what each brand wants, seeking to understand the brand’s customers and what they really want. Rather than arriving with a prescribed inventory of sponsorship assets, properties should identify the brand’s KPIs and find ways to bring the brand to life among their fans. When the team’s partnership executives understand how the brand measures success, they can begin to add value beyond the standard rate card for sponsorships.

4 Keys to Social Selling

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4 Keys to Social Selling
by Tim Salier – October 2014

Social selling has become increasingly prevalent in the professional sports sales environment.  For years, the concept of social media in the workplace has been associated with fears of misuse, poor time management and potential disclosure of proprietary information.  However, recent trends have shown that, when used appropriately, social media can be developed into a very effective sales tool.

In discussing the concept of social selling with several members of the Spurs Sports & Entertainment sales staff, four primary steps were identified in developing an effective social selling strategy:

  • Develop your brand/presence on social networks such as LinkedIn
  • Target the “right” prospects
  • Engage with identified prospects
  • Build trust and qualify the prospects

Develop your brand

Allen Schlesinger
Allen Schlesinger

According to Allen Schlesinger, Premium Sales Manager for the Austin Spurs, developing an appropriate personal brand on social networks such as LinkedIn is critical. An appropriate personal profile on LinkedIn should be completed with updated personal information, professional affiliations, an accurate description of your role with the franchise and, most importantly, a professional profile picture.

Target the “right” prospects

Julian Dais
Julian Dais

Both Allen and San Antonio Spurs Premium Account Executive, Julian Dais, agreed that having a strategy to target the “right” prospects is the key to being successful with social media tools such as LinkedIn. The “right” prospect has a unique combination of (1) decision making authority, (2) some sort of connectivity or interest to basketball designated on their profile and, preferably, (3) a shared connection to help with an introduction. Both shared similar thoughts that there isn’t a “perfect” prospect, but there are multiple factors to look for in searching for the people they would like to prospect.

Engage identified prospects

After identifying the appropriate prospects, the next step in effective social selling is engaging those prospects in a way that invites further discussion. Julian and Allen commented that the initial message should include a brief introduction, a reason for reaching out to them and an invitation for further discussion, usually face to face but by phone if necessary. The initial message should be no longer than a paragraph and emphasize the invitation to meet in person for further discussion.

Build trust (and qualify)

The last step in the process is building trust and further qualifying the new prospect to insure an effective face to face meeting. The trust building and qualifying process is usually very similar to a traditional sales call. Use general fact finding questions about past interactions with the team and/or a casual e-mail conversation about mutual personal or professional contacts. After some brief two way discussion and confirmation that the prospect is qualified, a mutually agreed upon meeting location is established and the social selling process commences.

Social = Sales

Over the last couple of seasons, both Allen and Julian have emerged as two of the more effective social sellers within Spurs Sports & Entertainment as well as their respective leagues and sales categories. In fact, Allen is widely recognized at NBA League meetings for his best practice usage of LinkedIn as a sales tool. Averaging approximately ten LinkedIn generated face to face meetings each week, Allen currently ranks as the #1 New FSE revenue producer in the NBA D-League and attributes 90%+ of his new revenue generation to social selling.

Cover photo source: Mark Smiciklas

 

How to get a job in sports

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How to get a job in sports
by Kirk Wakefield – October 2014

How do I get into sports?

How do you get into sports? Once you get in, how do you succeed in sports? The short answer is: Demonstrate a strong work ethic, network and build relationships within sports, and exhibit integrity in all you do.

The somewhat longer answer is to read everything on this page. This is the one-stop shop for any and everything you ever wanted to know about sports careers. Enjoy.

Getting the interview in sports

Everything you ever needed to know about getting the interview, how to shine in an interview, and what not to do in an interview. Written by an HR expert, Jeannette Salas, Houston Texans.

Getting ready for careers in sports

Which comes first: Happiness or success?

  • Shawn Achor, The Happiness Advantage

Six differences between working in college vs. pro sports (and why they may change)

  • Rocky Harris, Arizona State University

How much will I earn working in sports?

  • The S3 Report

So you want a career in sports? Here are a few tips…

  •  Shawn McGee, Homestead Miami Speedway

3 Questions you must answer if you want to work in sponsorships

  • Matt Brand, Houston Astros

10 Things newbies need to know about the sports CRM world

  • Chris Zeppenfeld, Charlotte Hornets

How to get ahead in sports

How to get promoted in sports sales careers

  • Rob Zuer, Houston Rockets

Are you coachable?

  • Jason Fortune, Texas Rangers

Are you the best around?

  • Jeff Eldersveld, Columbus Blue Jackets

How’s your sense of sell? Defining your personal brand

  • Brian George, Baylor IMG College

New kid on the sponsorship block

  • Clark McCormick, Dallas Mavericks

How to expand your skill set to advance your career

  • Bill Glenn, The Breakout Group

Practice? We talkin’ about practice?

  • Bob Hamer, Phoenix Suns

How to recognize & avoid sales burnout

  • Kris Katseanes, FC Dallas

Top 10 ways to inspire others (and succeed in the business of sports)

  • Frank Miceli, San Antonio Spurs

 

Cover photo, Waco Tribune Herald, Rod Aydelotte

 

Making Connections: Contact Puts the Ball in Play

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Making Connections: Contact Puts the Ball in Play
by Carson Heady – May 2014

How to sell: Put the ball in play

Fundamental to any activity or sport is to put the ball in play. This necessitates action on the part of the participant(s) and begins with how and when we make contact.

On the field, it is about formulating strategy, addressing the ball, following through and studying results to adjust for future shots. Business and sales are no different; prospecting and approaching connections to build relationships must be handled with the same finesse.

As with all facets of sales, the quality of each leg of the process determines quantities of successes. Fashioning the optimum game plan for narrowing our search for prospects, garnering attention in the proper way, reaching out with maximum effectiveness and showing why you or your product is supremely relevant inches you closer to your goal line. Like charging down the field, each possession’s objective is to manage plays effectively enough to get as close to that end zone as possible. We will not reach it every time, but the more masterfully we operate each play and possession, the better our chances.

Three things you must do to win

[dropshadowbox align=”right” effect=”lifted-both” width=”350px” height=”” background_color=”#ffffff” border_width=”1″ border_color=”#dddddd” ]Bart Elfrink“Networking is what landed my most prominent directing roles. As a filmmaker, networking is of utmost importance and it is truly all about who you know when it comes to securing interviews. Diversifying the groups I was networking with rather than just one core group made all the difference; taking initiative, starting conversations – you never know where they will lead and deals are made over conversation, coffee and meals.” Bart Elfrink, Director & Cinematographer[/dropshadowbox]From looking to land a job to attempting to market a product or service, it is vital to:

  1. make authentic connections,
  2. showcase unique attributes, and
  3. improve their lives.

Ultimately, you want to prove that your target audience would be better off with what you have than what they have now or have to choose from.

Examine your playing field:

  1. What experience or attributes are being sought in the arena you wish to conquer?
  2. What do you or does your product offer that ensures you are uniquely qualified to fill a gap?

These are the strengths you highlight as you grab attention and carry on throughout the selling process. Learning your audience’s needs through analysis and questions is step one; showcasing how you fill the gap best is the rest. Realize that you and your product are up against considerable odds; this does not rule out victory, but means you must work smart and understand this contact sport.

How to connect

[dropshadowbox align=”right” effect=”lifted-both” width=”350px” height=”” background_color=”#ffffff” border_width=”1″ border_color=”#dddddd” ]laura.wiley“If you don’t put yourself out there, you will never know your fullest potential. Network and connect with everyone (and I do mean everyone) you know as will often be surprised to find what opportunities lie within the those you are closest too as well as farthest away. Connect and engage, talk and share, give and get – it is how trusting and long-term business relationships and strategic partnerships grow.” Laura Wiley, Principal/CMO of Marketing Lift[/dropshadowbox]Connecting today has a different feel with the prominence of social media and ability to quickly pinpoint your target decision maker; with a simple search we can locate VP’s and CEO’s and attempt to make contact. That said, anyone can make contact, so you must ensure your contact counts. Utilization of sites like LinkedIn grant you access to all the movers and shakers across every industry:

  1. Build your network strategically by casting a wide enough net of individuals who could serve as decision makers or point you in the right direction.
  2. Aim high, specifically in small-to-mid-sized businesses where a CEO will be more apt to accept your overtures.
  3. Do it with distinctive, classy flair. Don’t use the generic LinkedIn request.
  4. Never pin all your hopes on just one person for a job or sales decision. Formulate multiple plays across all pertinent companies and industries so you are prepared for whatever obstacles you encounter.

How to approach

Approach requires just as much thought. Using your own conversational style, the approach might go something like this: “Mr./Mrs. X – It is my hope this note finds you well. With your expertise in _____ and our mutual interests, I believe you would be an excellent person with whom to share ideas and learn from. I would be honored to be part of your network.”

Whether by LinkedIn or email, supplanting the generic, average introduction will get your note noticed where others land in the penalty box of the virtual trash can. From there, timely follow up within a matter of days thanking them for the connection and requesting advice on the industry to gain access to them will have far more success than pushing a product or asking for a job up front.

Casting a wide net also means:

  1. researching local networking events,
  2. utilizing your existing network to meet new prospects (i.e, referrals), and
  3. leaving no stone unturned as you put your best quality foot forward in meeting and greeting new contacts with whom to form mutually beneficial relationships.

Like any part of the game, prospecting and connecting determine how far the ball carries, and are integral in your quest to circle the bases.

Cover photo courtesy of Tate Nations.

 

Why You Should Embrace Monday

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Why You Should Embrace Monday
by John Graydon Burnett – April 2014

Don’t show your hands

Meet Willie. Willie lives in Roaring Creek, in the Cayo District of Belize. Willie is a parrot and Willie has a bad attitude when it comes to hands. 

Willie

Place your hands behind your back, and you can put your face right up to Willie’s face with no problem. He will actually rub his head against your head, as long as he can’t see your hands. Do NOT let him see your hands. Keep them behind your back. Because…if Willie sees your hands, Willie FREAKS OUT.

Show your hands, and suddenly your friendly neighborhood parrot starts screaming at you. Willie will peck you, bite you, flap his wings hysterically and attack you if he sees your hands.  Willie hates hands.

It’s impossible to know why, because, well, Willie is a parrot.

People hate Monday

People treat Monday like Willie treats hands…people don’t like Monday. It’s impossible to know why, because, well, people have been hating Monday forever. 

Most other days of the week are fine. There’s Tuesday, a perfectly cool day. Then Wednesday, such a groovy day it has its own nickname, “Hump Day.” Thursday comes along and men, women and children get downright giddy. Why? Because it comes just before Friday. 

Glorious Friday. A day with a grooviness quotient eclipsing Wednesday. We know this because the grooviest things in life don’t just have nicknames, they have acronyms…like TGIF. Regardless of religious beliefs, background, or affiliation, we all “THANK GOD IT’S FRIDAY!” And, of course, Saturday and Sunday are at the top of the menu. They’re like a super-sized combo day we simply call “The Weekend.” We work for it, bask in its sunshine, party in its wee hours, and worship in its Day of Rest.

If we could, we would rub our head against “The Weekend.” What’s not to love about “The Weekend?!?!” “The Weekend” is lovely.

But do NOT mention Monday. Because you mention Monday, and people FREAK OUT. 

Fear grips, outlooks dim and anxiety levels climb. It’s so bad that if another day of the week is going poorly, people say they “have a case of the Mondays.” Monday is like a disease. No, really–it’s a killer. Research tells us people are more likely to have a heart attack on Monday morning than at any other time. Yikes! No wonder people hate it. 

Monday is beautiful

[dropshadowbox align=”center” effect=”lifted-both” width=”250px” height=”” background_color=”#ffffff” border_width=”1″ border_color=”#dddddd” ]“Your attitude, not your aptitude, will determine your altitude.” -Zig Ziglar[/dropshadowbox]

But I’d like to challenge you to love, Love, LOVE Monday! Monday is life-giving. It’s a sparkling horizon and a budding flower. It has the potential to be the launch pad to a great week.

We study, attend seminars, training classes and work our butts off in order to be as smart as possible in our chosen field.  However,  only 20% of success is a result of our aptitude, while 80% can be attributed to our attitude.  As a result, we need to launch into Monday with an attitude that is counter to the cultural norm. We can’t dread Mondays. We need to bring an attitude of excitement and gratefulness! Do you want to stand out to your clients, boss, in the classroom, the office or the boardroom?  Roll in on Monday with an “I’m gonna rock the world” attitude!

[dropshadowbox align=”center” effect=”lifted-both” width=”250px” height=”” background_color=”#ffffff” border_width=”1″ border_color=”#dddddd” ]“Rejoice always.” 1 Thessalonians 5:16[/dropshadowbox]

Choosing joy on Monday, the greatest day of the week, will allow you to catapult into each week like Charlie walking into (another Willy’s) Chocolate Factory. You will cruise into Monday wide-eyed, whimsically and ready for adventure.

My bird-buddy, Willie, pecks, screams, and attacks hands as if they are his enemy. And he misses out on a lot of love that folks would like to show him. Monday has a lot of love to show us if we just embrace it. 

No matter what you are facing in the coming weeks, fall in love with Monday! Because changing a day can change your week.  Changing your weeks will change your months.  And before you know it, you’ve changed your life.

Life is Sweet.

#LoveJu: How Juventus & Jeep Partner to Target the Digital Fan

kirk_wakefield 2014, Digital Strategy, Marketing, Relate, Social Media , , , , , , , , , , , , 0 Comment
#LoveJu: How Juventus & Jeep Partner to Target the Digital Fan
by Alex Stewart – March 2014

#LOVEJU

Juventus, la Vecchia Signora of Italian football, may be one of the most established brands in Italy, but she recently showed the sort of innovative approach to earned media that many newer, more agile brands could only sit back and admire. Using a multi-platform approach to social media, Juventus ran a competition to design a vast choreography within the stadium during the heated match with fellow soccer grandees Inter Milan.

httpv://www.youtube.com/watch?v=foKIndrO6Uc

Users uploaded their suggestions via a Facebook app for a placard-based design to be rehearsed and performed by the Juve faithful as the teams took to the pitch. The app received:

  • 3122 suggestions,
  • over 4000 registered users,
  • 290,000 views, and
  • over 18,000 users voted for their favourite submission online using the #LoveJu hashtag.

This hashtag is itself a superbly crafted example of digital interactivity, a homophonic pun that is simple and appealing, and works on a platform where English is still the most used language.

During the game, the interactivity continued, as tweets using #LoveJu were displayed on the stadium’s massive screens. Many events now have this form of interactivity and it surely cannot be long before most stadiums in Europe follow suit, with the appropriate levels of screening, obviously.

[dropshadowbox align=”center” effect=”lifted-both” width=”650px” height=”” background_color=”#ffffff” border_width=”1″ border_color=”#dddddd” ]

James Horncastle

“This was a great initiative, yet another example of Juventus’ modernity and innovative thinking. A number of clubs are embracing social media in Italy and doing a really good job at engaging with their support. The other clubs that spring to mind are Milan, Roma, Fiorentina and Parma with Inter and Napoli probably a touch behind though not by much. To return to the #LoveJu initiative, though it looked great and was a real success, I do think fan choreography is at its best when it’s spontaneous and designed by the supporters rather than the club.” ~ James Horncastle[/dropshadowbox]

Proper planning

Juventus’ initiative was over three months in the planning. They have had a digital department for two and a half years, which is longer than many clubs in Europe. I asked whether there were plans to follow up the choreography event and was told, perhaps a little cagily, that “it’s something that could perhaps be considered, but we view this particular event as more of a one-off”. Of course, with the app already produced and the hashtag well established, the nuts and bolts of such an initiative are in place, so any reactivation would be fairly straightforward. Indeed, one might ask why, given its undoubted success, it would not be something that the club would commit to. I suspect that it is an example of comms smoke and mirrors, rather than a genuine likelihood that it was a one-off.

Connecting the dots for sponsors

juve twitterThe Juventus spokesman I spoke with stated that “one of the aims of our social media initiatives is to give visibility to our sponsors.” Of course, this is achieved by repeated visual exposure to the shirt and its sponsor, Jeep. Beyond this, though, and the obvious positive brand association with a widely covered and ground breaking social media initiative, it is difficult to see any immediate, tangible benefit accrued by sponsors.

The predominant benefit for sponsors, anyway, is visual earned media and positive association for fans of the club with that brand. So, in that respect, something which is globally reported and talked about as a viral event achieves that aim. Nonetheless, I suspect that clubs and sponsors are working hard to maximize the earned media potential of social media engagement.

Building the digital fan base

The Juventus spokesman told me that social media is for the club is about:

  1. building a closer relationship with our fans and football aficionados,
  2. understanding their needs and opinions, and
  3. gaining and reaching out to new international fans worldwide.

The digital age has spawned what I like to call the digital fan, someone who may live on the other side of the world, but who feels part of the supporting community and lives that support as part of a connected web of fans, using platforms such as Facebook, Twitter, and YouTube to participate in the supporter experience.

Before you might have been able to buy a club shirt and watch the occasional game on television, but now clubs can generate and drive support and engagement with social media. Fans feel actively part of the community through chat rooms, forums, and other online discussion platforms. Games can be watched on a wide array of satellite channels or live streams online. A digital fan can be almost as engaged as a season ticket holder who sits in the stands every week, and may even be more knowledgeable and active in their online life.

The #LoveJu choreography initiative was clearly designed to tap into this digital fan base and did so, registering interest from all corners of the globe. It is important for the digital fan to feel connected and so the participation rates for effectively planned events are high. Since this captive market puts itself forward to be part of an event, what sponsor wouldn’t want a piece of that action?

Opportunities for global brand partnerships

More and more events of this nature will be coming from clubs with a global fan base.  Global clubs and brands may partner to activate on each other’s websites and feed back into the clubs’ other communication channels to increase visibility and brand engagement. The potential is too big to ignore; where the Old Lady of Turin has led, others will surely follow.