We have previously posted on Houston’s promotional efforts ( a promotional date for every game) and some of their marketing efforts. Rocky Harris, a Dynamo Senior Vice President, was kind enough to chat with us about the Dynamo’s marketing plans in 2009, fan outreach and more. Mr. Harris has been with the Dynamo for about one year following a six year stint in the N.F.L. with San Francisco and Houston.
Footiebusiness.com: What is Houston doing differently in terms of marketing in 2009? How has the economy impacted those efforts?
Rocky Harris: We made a few marketing changes based on the economy. 1. Develop plans early – We knew early on that we needed to put our strategy together early so we don’t miss any opportunities. An example of this is that we finalized our entire promotional calendar before the season started so we could promote our games/themes/giveaways earlier and to get sponsors to commit to their nights and support their themed nights with media support. The promo calendar was complete before the season started and we have seen a lot of positive feedback from our sponsors and our fans. 2. Decrease media spend – We reduced our media spend and we justified it based on the following: the mainstream media is giving us more coverage, our unpaid promotional and media partnerships are more effective based on our partnership with the CBS affiliate, we signed a deal with Comcast delivering television advertising, better leverage of sponsor assets and we are shifting that money into sales and marketing initiatives that return direct ticket sales. 3. Going with what works: Our business plan was developed strictly on programs that have a history of success. The 50 programs we have in place will accomplish this goal. The marketing department took on a much greater role in helping the growth of our business. The marketing department is focused on creating or supporting programs that drive tangible business results.
The marketing department’s purpose is as follows: 1. Make a connection with a targeted audience/building fans, 2. Drive ticket sales, 3. Create sponsorship assets, 4. Build brand presence and major league image, 5. Provide valuable market exposure, 6. Help drive broadcast ratings, 7. Help drive camp registrations, 8. Support all departments.
Marketing’s general area of focus includes the following: advertising/media, promotions, grassroots marketing, Hispanic marketing, web-based marketing, production, game management and game day experience.
FB: How have the Dynamo utilized online avenues, such as social networking sites, SUM’s new online ad network, etc..- to promote and market the team? What is the endgame for these online efforts? Is there research that suggests such efforts will increase fan interest?
RH: We were the first MLS team to have a social networking site and we already have over 2000 members. We love it. It gives us a direct connection to our fans. Our executives and players can blog about insider information. Our COO writes a blog every few weeks about the status of the team.
There are three objectives: 1. engage and build fans, 2. Increase online revenue, 3. Sell tickets. We are also in the process of putting together a Twitter strategy. Yes, there is a lot of research to suggest this is the best way to reach our fans, specifically young and Hispanic fans.
FB: Is there anything unique or different about the Houston market that distinguishes it from other MLS markets? How do your advertising/fan outreach efforts account for that uniqueness?
RH: We have five (5) key target groups that drive our attendance. All of our business comes from these groups therefore all of our strategic efforts will focus on at least one of these targets. They are as follows: Youth Audience, Hispanic Community, Corporate Community, Adult Soccer-Playing Community and the General Market. We have identified and established 50 results-oriented programs and initiatives aimed at reaching these audiences and driving specific company-wide goals. These programs serve as the basis for our 2009 business plan.
FB: Although still in its infancy, Seattle is being trumpeted as a “model” franchise for purposes of marketing and fan outreach. Are their any lessons that an established franchise like Houston can take from Seattle’s efforts?
RH: Yes, it taught me that timing is everything in business. Plus, they have a solid plan to execute and deliver the promises they made to their fans. As you know, Seattle has some disgruntled fans with their NBA team’s departure so the fans have grabbed on to their positive image in the marketplace. They have a great international community and a solid soccer fan base. We looked at their marketing efforts and we see a lot of crossover to what every other MLS team is doing.
Thanks to Rocky Harris. Check out our recent interview with Revolution COO Brian Bilello for his take on many of these same issues.
Filed under: Marketing | Tagged: Brian Bilello, Houston Dynamo, Marketing, MLS, Rocky Harris, Soccer Business | 5 Comments »