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IBJ: Pacers launch 6 figure marketing campaign at unusual time

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  • #1

    IBJ: Pacers launch 6 figure marketing campaign at unusual time

    I apologize if this has been posted, but if it was, I missed it.

    I think the timing of the parketing campaign is really smart. The actual campaign is good, but not great

    http://www.ibj.com/pacers-launch-big.../article/33973

    Pacers launch big ad campaign at unusual time

    Anthony Schoettle
    April 20, 2012


    The Indiana Pacers this month launched a six-figure advertising campaign—their biggest by far this season—featuring Larry Bird, coach Frank Vogel and a host of players. The blitz comes at an unusual time in the season.

    The Indiana Pacers this month launched a six-figure advertising campaign—their biggest by far this season—featuring Larry Bird, coach Frank Vogel and a host of players at an unusual time.

    Not that the team, which has won 11 of its past 12 games and is in third place in the Eastern Conference of the National Basketball Association, doesn’t have a lot to trumpet.

    “Normally, teams launch their big ad campaigns in the preseason or at the beginning of the season when they have the most inventory to sell for that particular year,” said Marc Ganis, a Chicago-based sports business consultant who counts several NBA teams as clients.

    But this lockout-shortened season is anything but normal, and Pacers officials say they simply didn’t have time in the preseason to initiate such a campaign.

    NBA teams were unable to contact players during the lockout, much less use them in ad campaigns, and once the shortened training camp and preseason started, the Pacers didn’t have their current roster intact.

    Pacers officials didn’t start their marketing push in February because they didn’t want it to “get lost” in the Super Bowl hubbub.

    “A lot of teams wouldn’t launch a big ad campaign at the end of the season, but we see this as the beginning,” said Todd Taylor, Pacers senior vice president and chief sales officer. “We believe we are at the beginning of a great time in Pacers history, and we think this is the time to invest. We’re using this campaign to launch into the playoffs and as a springboard to next season, as well.”

    The Pacers have already clinched a playoff berth that will include a home-court advantage in the first round.

    Though Taylor wouldn’t specify how much the Pacers were spending on the campaign, he said it was “well north” of $100,000.

    In February and March as the team gelled on the court, Pacers marketing officials began working with local marketing and communications firm MediaSauce to formulate an ad campaign that would hype the team and boost attendance.

    Despite a 41-22 record, the Pacers’ average attendance is 13,937 per game through 30 home games, 29th best in the 30-team NBA.

    The initial ads featured Bird, the team’s president of basketball operations, saying “We still have something to prove, and I kind of like it that way. See for yourselves. Come out and watch these guys play.”

    Two new TV ads came out this week featuring players including Danny Granger, George Hill, Tyler Hansbrough and David West. One ad has Vogel, stating “In 49 states, it’s just basketball,” and Bird, who is seated next to him states “but this is Indiana.”

    Pacers officials will unveil at least two new ads heading into the playoffs at the end of this month.

    The TV spots, which air on Fox Sports, ESPN and WTHR-TV Channel 13, aren’t the only high-profile element of the campaign. The advertising onslaught includes Internet, radio and print ads in addition to 46 billboards and 20 downtown newspaper and magazine stands.

    “We are using all the elements [we would normally use in a longer early-season campaign] in a very short window to make a big impact, fast and furious.” Taylor said.

    Most of the advertising is focused in Marion and the doughnut counties, but Taylor hopes the Internet and billboard ads catch the eye of people in outlying cities like Terre Haute and Muncie.

    “We want to be a statewide team,” he said.

    While Bird is a focal point in many of the ads, Pacers officials also hope the campaign educates locals about players—including newer acquisitions such as Lou Amundson and Leandro Barbosa.

    “We wanted to feature Larry because to many people he is the best known person in the Pacers organization and he was such a big part of turning this team around,” Taylor said. “From a credibility standpoint it made sense to have him involved.”

    The occasionally media-shy Bird didn’t hesitate to take part in the ad campaign.

    “He totally got what we were trying to do, and he was happy to be a part of it,” Taylor said.

    Pacers officials said it was equally important to get players involved.

    “We wanted to connect the players with the community,” Taylor said. “A lot of people here don’t know our players, they don’t know the quality of their character and they don’t know how good they can be. Some people are dealing with outdated perceptions.”

    The print and billboard campaign pairs a picture of a player along with a word that describes them. West, for instance, is pictured with the word ‘power.’ Roy Hibbert is paired with the word ‘heart,’ Hansbrough with ‘relentless,’ and Indianapolis native Hill with ‘determined.’

    One innovative part of the campaign utilizes digital billboards along area highways, including several in Hamilton County. MediaSauce and Pacers officials came up with the idea of using the sites to inform fans of upcoming games and special promotions, then posting game results the following day. A link also directs people to game highlights at Pacers.com.

    “We don’t get a lot of attention from the national media,” Taylor said. “We know they’re focused on the marquee teams and players, so we want to keep our fans updated and keep the team in the spotlight here.”

    Some of the ads also counteract the negative misperceptions about the team forwarded by national media outlets, including the perception that Pacers fans are not rabid, Taylor said.

    The Pacers are coupling the ad campaign with special offers for playoff tickets. Season ticket-holders who renew now for next year are essentially being offered a two-for-one deal for the first round of the playoffs. For example, if they normally pay $150 for two seats, they can get four seats for the first round playoff games in the same area for $150.

    So far, more than 70 percent of season ticketholders have taken advantage of the deal, Taylor said. New season ticket buyers for next season are also being offered discounted playoff tickets.

    “Sell outs for all the first-round games, that’s our stated mission,” Taylor said. “We feel momentum will build from there.”
    Tags: None
  • #2
    Re: IBJ: Pacers launch 6 figure marketing campaign at unusual time

    The not starting it in February because they didn't want it to "get lost" in the Super Bowl "hubbub" is a pretty lame excuse, IMO. The Super Bowl was February 5th, so almost all of February was after the Super Bowl. When they started this campaign in early April, two months had passed since the Super Bowl. Why would they wait until February and March to formulate something like this? They should have been working on it at the start of the season so they could have aired it a couple months ago when it would have actually made a difference. It's a shame because they are pretty decent commercials. Too bad they waited so late.
    Last edited by Sollozzo; 04-23-2012, 04:32 PM.

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    • #3
      Re: IBJ: Pacers launch 6 figure marketing campaign at unusual time

      Originally posted by Sollozzo View Post
      The not starting it in February because they didn't want it to "get lost" in the Super Bowl "hubbub" is a pretty lame excuse, IMO. The Super Bowl was February 5th, so almost all of February was after the Super Bowl. When they started this campaign in early April, two months had passed since the Super Bowl. Why would they wait until February and March to formulate something like this? They should have been working on it at the start of the season so they could have aired it a couple months ago when it would have actually made a difference. It's a shame because they are pretty decent commercials. Too bad they waited so late.

      I disagree. There is more interest in the pacers right now than there has been since Reggie retired. So spending 6 figures when people are imnterested is better money spent than when they are not.

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      • #4
        Re: IBJ: Pacers launch 6 figure marketing campaign at unusual time

        Not to mention that they needed to capitalize on a winning streak, as opposed to a media blitz during a 6 game losing streak.

        I thought it was excellent timing.

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        • #5
          Re: IBJ: Pacers launch 6 figure marketing campaign at unusual time

          I thinks its working too. The Philly game had over 17,000 fans.

          The only downside is all the backups are playing tonight, but at least going to a game will help rekindle some of that excitement for people that haven't been in awhile.
          Last edited by The Sleeze; 04-23-2012, 04:50 PM.
          I know "Sleeze" is spelled incorrectly. I spell it this way because it's based on a name.

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          • #6
            Re: IBJ: Pacers launch 6 figure marketing campaign at unusual time

            Originally posted by Unclebuck View Post
            I disagree. There is more interest in the pacers right now than there has been since Reggie retired. So spending 6 figures when people are imnterested is better money spent than when they are not.

            Isn't the whole point of an add campaign to get people interested? I just don't see why you would wait until the very end of the season to release a solid ad campaign like this when you are a team that has been struggling with attendance for years. This ad campaign should have been ready to go coming into this season off the heels of the Bulls series last year, IMHO.

            This team has been good all year long. Had they released this campaign at the midpoint of the season then maybe it could have helped increase attendance a bit more down the stretch. And how many more people are interested right now that weren't a month and a half ago?

            Your reasoning at least makes sense, even though I don't necessarily agree with it. But the Pacers saying they didn't want to release the campaign in February because of the Super Bowl is a silly excuse considering that all but one of the February home games was after the Super Bowl. The Super Bowl excuse to me seems like a convenient cop-out for not having something ready to go at the beginning of the year and instead forcing something together at the last minute.

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            • #7
              Re: IBJ: Pacers launch 6 figure marketing campaign at unusual time

              Don't forget that the Peyton Manning drama drug out until the first week in March. That's all everyone was talking about in the national media so I'm sure it would've been buried even more by the local media.

              They launched right around the time the Pacers went on a roll. Until the Pacers won against the Heat, Knicks, and Thunder I don't think the casual fans would've taken the ad campaign seriously anyway. Winning makes the ads that much more effective. IMO, the timing was perfect.

              Comment

              • #8
                Re: IBJ: Pacers launch 6 figure marketing campaign at unusual time

                Adam and Uncle Buck with the point/counter-point debate.

                ...so let me add a 3rd angle that says both of you might be right...

                Maybe they are thinking long term and striking while the iron is hot right now in order to drive immediate sales (and interest) but to also kick start the process for next season.

                So they drum up interest right as the team is in the home stretch of a great season (considering where they've been) and heading into the playoffs where making the 2nd round is a distinct possibility. Then hopefully you hook a a large portion of these new eyes for next season.

                This IMHO is obviously a team that you can 'sell' (truthfully) to the local fans as a team they can be proud of. You just need them to sample 'the product' and leave their preconceived notions behind.
                Last edited by Bball; 04-23-2012, 06:13 PM.
                Nuntius was right for a while. I was wrong for a while. But ultimately I was right and Frank Vogel has been let go.

                ------

                "A player who makes a team great is more valuable than a great player. Losing yourself in the group, for the good of the group, that’s teamwork."

                -John Wooden

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                • #9
                  Re: IBJ: Pacers launch 6 figure marketing campaign at unusual time

                  Originally posted by Bball View Post
                  Adam and Uncle Buck with the point/counter-point debate.

                  ...so let me add a 3rd angle that says both of you might be right...

                  Maybe they are thinking long term and striking while the iron is hot right now in order to drive immediate sales (and interest) but to also kick start the process for next season.

                  So they drum up interest right as the team is in the home stretch of a great season (considering where they've been) and heading into the playoffs where making the 2nd round is a distinct possibility. Then hopefully you hook a a large portion of these new eyes for next season.

                  Good point. I'm guessing the last thing they want is another invasion from Chicago fans if we play them in the second round. So they are probably hoping that by releasing this in the midst of a strong late season finish, it will still be ringing with fans as the team progresses through the postseason.

                  I've thought about it a bit more and UB's angle definitely makes sense. I guess my original beef with it was the Super Bowl excuse which just made no sense, IMHO.

                  Comment

                  • #10
                    Re: IBJ: Pacers launch 6 figure marketing campaign at unusual time

                    I like it. Pacers have a good record, and they want to make sure people get tickets for the final run and playoffs. Hopefully it'll help spillover into next season.

                    I'd love to be in Indy, I'd have season tickets already!
                    First time in a long time, I've been happy with the team that was constructed, and now they struggle. I blame the coach.

                    Comment

                    • #11
                      Re: IBJ: Pacers launch 6 figure marketing campaign at unusual time

                      It's a smart move. The team has momentum and are entering the playoffs with confidence. It's time to setup for next year and get the STH count up.

                      Comment

                      • #12
                        Re: IBJ: Pacers launch 6 figure marketing campaign at unusual time

                        Originally posted by Sollozzo View Post
                        Good point. I'm guessing the last thing they want is another invasion from Chicago fans if we play them in the second round.
                        If the playoffs started today we couldn't play Chicago in the 2ed round. More probable Miami.


                        As is, there is very little chance of Miami taking over the # 1 spot from Chicago and thus setting up a possible 2ed round Pacers/Chicago matchup.
                        Last edited by Will Galen; 04-23-2012, 06:52 PM.

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                        • #13
                          Re: IBJ: Pacers launch 6 figure marketing campaign at unusual time

                          Great to see this. PS&E used to be pretty conservative with their marketing strategy (or appeared that way anyway).

                          This campaign seems to strike the right tone, and comes at just the right time.

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                          • #14
                            Re: IBJ: Pacers launch 6 figure marketing campaign at unusual time

                            Originally posted by Sollozzo View Post
                            The not starting it in February because they didn't want it to "get lost" in the Super Bowl "hubbub" is a pretty lame excuse, IMO. The Super Bowl was February 5th, so almost all of February was after the Super Bowl.
                            Three words: Super Bowl Fatigue. As a city, we were ALL pretty much tired, plus there were hardly any home games during that stretch of the season anyway!

                            Why not save it for March and April when the balance of the home games are being played?
                            "Nobody wants to play against Tyler Hansbrough NO BODY!" ~ Frank Vogel

                            "And David put his hand in the bag and took out a stone and slung it. And it struck the Philistine on the head and he fell to the ground. Amen. "

                            Comment

                            • #15
                              Re: IBJ: Pacers launch 6 figure marketing campaign at unusual time

                              You gotta remember folks, half this board was borderline suicidal in February. Would have definitely been bad timing when the Pacers weren't particularly playing well. Now? People who see this advertisement, look at the standing ans be very impressed.

                              Absolutely fantastic timing. I want people who aren't watching to see what the Pacers are doing NOW, not 2 months ago, when we weren't sure how the season was going to end.

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