Wednesday, June 6 2012
By A J Kimmel on Wednesday, June 6 2012, 23:39 - Campaigns
I'll begin this installment by openly admitting that although I consider myself an avid and knowledgeable fan of baseball and American football, when it comes to the one American sport that has accrued any degree of an international following, NBA basketball, you can count me out. I'd be happy to challenge you to a game of HORSE or spend a couple hours watching college hoops on the tube, but try to have a conversation with me about the NBA and I will quickly bolt for the nearest exit. Nonetheless, there is something talkable that I would like to focus on here regarding this past regular season and it just so happens to pertain to the one NBA team I have any degree of affiliation for - the Philadelphia 76ers.
I spent more than a decade in Philadelphia during much of the 1970s and a few years into the '80s, a period perhaps most noteworthy for Julius 'Dr. J' Erving and a trip to the NBA finals during the 1976-77 season. Unfortunately, the Sixers and Dr. J. were no match for the Portland Trail Blazers and Bill Walton, the latter of whom promptly won four straight to take the title after starting off 0-2. Recent years have been lean indeed for the Sixers, until this season when a ragtag team of overachievers nearly shocked the basketball world before falling in the semi-finals to Boston after taking the series to deciding game seven. But enough about the sport itself, what I want to write about here has to do with the marketing of the sport.
The Sixers' traditional advertising campaign continued unabated during the season, and it remained as tired and hackneyed as most sports teams' marketing efforts. Each ad largely followed the same script: swelling music, and a voiceover recounting some team facts, along with some footage from past successes. Although a few of the ads ended with coach Doug Collins saying how proud he is to be a Sixer, all finished with the same tagline, "Passionate. Intense. Proud." As losses began to mount during the second half of the truncated season, the ads began to look more and more ludicrous.
So much for traditional marketing - however much money went into those communications no doubt accrued little dividend from jaded fans who quickly tuned them out. But since purchasing the team in late 2011 for the relatively low sum of $280 million, the new Sixers' owners, a group of largely anonymous personalities led by Josh Harris, the billionaire private equity titan, created an amazing turnaround for the franchise by dipping into the connected marketing toolbox. Through a combination of savvy non-traditional sports marketing techniques, Harris and the Sixers' chief executive, Adam Aron rejuvenated the fan base, which had been staying away from games in droves. No, this did not involve luring Jack Nicholson, Snoop Dogg, and Will Ferrell away from the Lakers' front row seats; instead, the Sixers relied on some tactics that spoke more directly to consumers struggling to get by in hard times--cutting ticket prices as much as 50% on thousands of seats, jazzing up the in-game presentation, and speaking openly and often to fans. According to Harris, when he and his partners acquired the team, "the Sixers were an undermanaged and undervalued asset that wasn't connecting with its fans." Like many sports fans, people in Philadelphia prefer team owners to have some allegiance to their cities. A wealthy New Yorker, Harris made sure to attend nearly every home game, shuttling down from NYC in his chauffeur-driven SUV, and then made sure to sit among the fans: "I like to be on the floor. I like seeing the games down there, and it's good to be down there with the fans." Fans were invited to apply for free seats behind the basket, an opportunity that came with a caveat: they had to dress up in Philadelphia-theme outfits. Aron bought the basketball court on which Sixers' great Wilt Chamberlain scored 100 points in Hershey, PA, and then proceeded to give away pieces to fans during the game that took place on the 50th anniversary of Chamberlain's astonishing feat.
Not surprisingly, with this new fan-oriented approach, the Sixers are also active on social media. Aron regularly converses and jokes around with fans on Twitter, posting dozens of times a day from his account, @sixersceoadam. And the Sixers' Facebook fan page scraps the "Passionate. Intense. Proud." blah blah, replacing it with "Like. Comment. Share." There are regular opportunities for fans to check out interesting videos and cash in via Facebook with special offers and contests. At the time of this writing, visitors to the page could win access for two to the 2012 Sixers' draftee press conference and official NBA Sixers draft hats. Fans, of course, are fickle. Sportswriters are skeptical. It helped that the Sixers' brass launched this marketing approach at a time when the team was surprising the pundits. There's nothing better for marketing a sports team than winning. It will be interesting to see what the Sixers' owners have in mind for their sophomore campaign.