El Camino College's Fall 2020 Marketing Highlights

What an amazing semester we've had in ECC's Business 14 - Marketing course.  As the professor and lead marketer, its been my pleasure to lead a journey that has featured multiple professional athletes, actors, and marketing executives participating in the course and helping relate marketing principles to the class.

While we've had to work remotely via online Zoom classes and Canvas, the marketing students have learned about the principles of marketing, explored case studies from the world of sports and entertainment, including my actual samples from the NFL, ESPN, CBS, FOX, FX, NASCAR, and more.  Our semester Marketing Plan is based on launching a new streaming television service and what better way to kick-off the assignment than have the star of the original drama series Coyote Hills present the assignment to the class?

Here's a quick highlight video of this semester's efforts!

ONLINE MARKETING LESSON - Session 7: Digital & Social Marketing (PT 1)

Being able to reach current and future marketing leaders across the globe is an amazing opportunity and with advanced online technology, the pandemic lockdown hasn't limited students' ability to learn.  Having presented countless in-person lectures for universities including USC, UCLA, CSULB, ASU, San Jose State, and many more, I am confident my sports and entertainment marketing seminars based on real-world cases really drive home the art and science of today's brand marketing.   And as a recent graduate student having achieved my MBA online exclusively, I also understand that a combination of relevant content, high engagement, and easy accessibility can create dynamic opportunities to learn and grow.

Here's a segment from my recent online marketing session regarding Digital and Social Media Marketing.

Social Media Marketing

CASE STUDIES
What does it take to win in the social media space?  While content is king, there are several key components to ensure that your communications across social and digital hit the right audience, provide an actionable message, and most importantly drive ROI.

Earning a "like" isn't a KPI that any true marketer will value and while affirmation is nice, our perspective when utilizing social media is to approach the results similarly to traditional platforms, albeit one that is fluid and dynamic.  Simply put, we want to reach an ever increasing audience, provide content that serves a concise message, and has a CTA that is both actionable and measurable.

I use the "Three E's" when creating social media content. Entertain, Engage, and Educate.  They are fairly self explanatory but we want to ensure all three areas contribute to a post that serves a purpose.  If it becomes a viral hit, fantastic.  But more likely, a follower should want to be compelled to view your post, find a positive connection quickly, and understand the process to consume more of the desirable content.  Combine that with previous tips like star-power (see the chapter on STAR FISH), influencers, funny, shareable video, graphics and instant 'wow' factors, and topical relevance, and your posts should work to tell a story.  The Three E's work for developing online content and overall, we add a forth "E" for Evaluation.  Making sure the tactics resonated, have metrics we can compare and analyze, and determine best practices for future success.

Here are a few award-winning case studies I've championed that integrated social media (Facebook, Twitter, Instagram, YouTube, TikTok, and others) with celebrities, influencers, engaging content, and most importantly, ROI to drive a successful, measurable campaign.

CASE STUDY #1
With the launch of streaming service Rivit TV, I created a digital campaign that focused on driving users to the new platform via social media, search, and digital.  The campaign exceeded all expectations by utilizing a "reverse engineering" process to identify distinct clusters of demographics that most likely would engage in the various Original series.  Creating hundreds of bilingual assets including video, promos, BTS, and more and then seeding a paid campaign across Facebook, Twitter, Instagram, TikTok and other platforms drove over 40M impressions and over 1M unique site visits.  With an engaging influencer effort, we had an unheard of 50% full :30 trailer view and record-setting conversion with 4.6M followers.  Check out the recap video for more.

CASE STUDY #2
Utilizing social media and digital to support a larger-scale marketing campaign, we took to Facebook, Twitter, Instagram, and other platforms to drive awareness for former New Kids On The Block boy-band star Joey McIntyre's new series Return of The Mac.  To promote the show, we had a multi-city tour featuring meet-n-greets, in-store appearances with Comcast, and lots of media.  Utilizing NKOTB social fan groups, bloggers, micro and macro influencers, local radio, and other partners, we drove social media buzz with event pages, calendars, posts, tweets, videos, live streams, and other sharable assets.  Garnering millions of impressions via social media, the Return of the Mac tour was a huge hit.

CASE STUDY #3
On the Record with Mick Rock was an Ovation TV series that had the rock photographer dubbed "The Man who Shot The 70s" as the host of an artist-filled interview series.  In order to reach a younger crowd and make the show as relevant as possible, we created a social media video series "Minute with Mick" for our partner Verizon FiOS.  The goal was to engage followers in the classic debates of music including "best live performance," "best artist." and even a few age-old standard discussions like "Paul vs. John."  With a targeted push exceeding 10M impressions targeting a key FiOS demographic, dynamic graphics, music and quick-cut editing, partnering with social media influencers and music bloggers, and of course the larger-than-life Mick Rock, we exceeded all KPIs and drove viewership for the series by 1,600%  Social media can be an incredibly effective tool when done properly and as a marketer, the results I merchandise aren't just the likes, follows, or shares, but rather how we drove the bottom line for the company!

CASE STUDY #4
FX Networks' original series Light's Out starred Holt McCallany as former boxer Patrick 'Lights' Leary.  With the show centered around a possible comeback for the fictional boxing legend, we wanted to create a social media campaign that had everyone buzzing.  To create excitement, we engaged over 100 celebrities, media personalities, etc. to discuss Leary and his comeback as if the fictional character was doing everything in the real world from dating a Kardashian to attending a Super Bowl red carpet!  With celebrities like Drew Brees, Jordin Sparks, and George Lopez in on the stunt, we built significant social media traffic by "drafting" off of the celebrities' social followings, engaging their fan groups and high profile followers, and utilizing pop culture and lifestyle bloggers to seed the vignettes of talent discussing the character, we had the internet buzzing with a knock out campaign.

CASE STUDY #5
Pop TV (CBS) wanted to drive viewership for the original series Hollywood Darlings starring 90's child stars Jodie Sweetin, Christine Lakin, and Beverly Mitchell.  On the set of their promo shoot for Season 2, we engaged the cast to discuss their favorite childhood '90s toys growing up.  The combination of nostalgia and talent personality, combined with visibility gained from YouTube influencers, was the perfect formula to make the Hollywood Darlings YouTube campaign the highest network partnership effort YouTube TV had seen to date.

LONG BEACH STATE MARKETING STUDENTS AT LIONSGATE

With the recent semester project I championed with CSULB, students were challenged to create digital, social, and guerrilla marketing campaigns for an upcoming POP TV series.  Along with producing sound strategy and creative samples within strict budget and timeline parameters, the comedy pilot project enabled students to get hands-on experience with an actual entertainment property.  And when the aspiring marketing and business students provided professional, final presentations of their concepts to the POP TV executive team including the CMO, Head of Distribution Sales, and other executives at the LionsGate offices, the semester project turned into an experience to last a lifetime!

Integrated Marketing Campaigns

In The Surfer's Guide To Marketing we devote a significant amount of time for discussion around building a multiplatformed marketing camapign.  Utilizing mixed media including on-air, on-site, digital, social, bloggers/influencers, "Starfish" or talent, PR, and more, brands can create a fully interactive engagement that builds awareness, drives branding buzz, and enables fans to experience the brand first-hand.

Having created award-winning multi-city tours with entertainment properties for ABC, FOX, POP (CBS), DIRECTV, and others, I love to present case studies of how bringing talent to local markets and integrating various platforms can drive huge results!  And if you are on a "Pufferfish" budget (trying to make your brand look much bigger than the budget allows) then maybe a grass roots experinetial tour is right for you?

For our new series Return of the Mac starring New Kids On the Block's Joey McIntyre, we brought the NKOTB singer to multiple local markets and rode the wave of "Blockhead" fandemonium to promote the series.   To follow that up, we brought the cast of Hollywood Darlings, including former 90's child stars Jodie Sweetin, Christine Lakin, and Beverly Mitchell as part of the "Go Hollywood" tour where fans could meet the cast, get Hollywood makeovers, and much more.

Enjoy the recap videos and consider an interactive tour next time you paddle out!

Guest Lectures at Long Beach State

This week, I had the honor of speaking with multiple marketing classes at CSULB.  Taking over the week for Professor Tomlin, I set about to engage the students with real-life case studies and examples of successful marketing activations.  Deploying the same philosophy I utilize in other speaking engagements and in the The Surfer's Guide To Marketing book, I strongly believe that my objective should be to educate, motivate, and entertain the next generation of marketing minds.

Lecturing to the class with video and even some POP show-and-tell

Focusing on some of my favorite cases throughout my career and discussing award-winning marketing efforts with brands like FX, NFL, ESPN, ABC and others, I showcased the promotional spots, POP, and collateral materials to allow the students to better comprehend the strategy, activation, and ROI each of these campaign bring.

The last element of the class was to have the students break into smaller groups and create a strategy for ESPN's Monday Night Football campaign and follow it up with brief presentations of their concepts.  Following their presentations, we showed our version of the Legends of Monday sweepstakes with four Hall of Famers including Ronnie Lott, Marcus Allen, Lawrence Taylor and Tony Dorsett, and the fully engaged class was more than enthused to see our version of their assignment come to fruition.

Working with breakout groups on their ESPN case assignment

In all, the students of CSULB were engaging, eager, and more than up for the challenge of becoming the next wave of marketing greats.  And it was my privilege to hopefully enlighten the classes and motivate them to pursue the world of sports and entertainment marketing as a career opportunity.

THE CHARGERS BRAND WAGON

THE CHARGERS ARE BOLTING
They say no one ever wins in divorce (except perhaps the attorneys.)  When a sports team leaves a city it’s called home for 50+ years, you can expect some bad feelings.  But from a marketing perspective, the Chargers organization needs to call the right plays to try to make the best of a new situation.  While you may or may not appreciate the way the Spanos organization runs the team, as someone who has created award-winning marketing and branding for leagues, teams, players and sports properties I can surely lend some insight to how they should proceed with the positioning of their product going forward.

SHOW SPORTSMANSHIP

So far, the Chargers organization appears to have done everything wrong (and I’m not just talking about on-the-field performance) beginning with the instant alienation of the San Diego community.  While the Los Angeles market is a huge demographic and certainly has the numbers to support multiple NFL teams, attempting to keep any loyal San Diego, Orange County, and Inland Empire fans should still be a priority.  They say it takes 4x as much to secure a new customer as it does to retain one and the Bolts should do everything possible to engage those fans willing to jump on team-sponsored caravan buses up the 405.  Even if 20% of the fans carry over, it’s a great base to start with.   Because unlike other past NFL team moves (Browns to Baltimore, Rams to St. Louis, etc.) current Chargers fans are still a viable target market based on proximity.

But swapping to “Los Angeles” and flaunting “LA” on all their social media is like bringing your new girlfriend to the aforementioned divorce hearings.  Embracing all of Southern California is a much better approach and highlighting CHARGERS versus LOS ANGELES is a simple branding direction that at least attempts to create inclusion.

Here's the official statement from the Chargers on, well... bolting.

Remember, there is a rivalry between the two towns between the Dodgers vs Padres and the old LA Raiders vs Chargers (although Dodgers fans claim the SF Giants as their primary foe), so the only thing worse than losing your team is having them relocate to your rival town.  And the OC has had it's share of "LA slighting" with the whole "California turned Anaheim Angeles turned Los Angeles Angels of Anaheim now Los Angeles Angels" thing.  Note: just as I'm suggesting, they wisely limited backlash by focusing on the Angels' "A" logo versus the city name.
 

LOOK THE PART

On the subject of branding, coming into a market as the clear “second team” is hard enough (maybe even the third best pro team if you add USC).  Now, from Day 1, the Bolts have already made it worse with the unveiling of their “me too” LA logo.

Unfortunately, the interlocking “LA” looks like they spent 10 minutes editing the Los Angeles Dodgers’ logo.  The first impression of the Dodgers and Tampa Bay Lightning logos' love child doesn’t appear to have the cleaver, professional look that the NFL has become accustomed to with dynamic branding and marks.  To be blunt, the simple LA-with-a-bolt-emphasis just looks bad. And somehow it has managed to single-handedly upsets THE ENTIRE AUDIENCE by insulting A) current Los Angeles sports fans with a flimsy attempt to side with them via their beloved LA symbol, and B) any San Diegans willing to still support the team, for obvious reasons. 

The NFL is known for the "uniform police" who make sure the players wear their uni's properly so I can only imagine that the league has to be throwing the red challenge flag over this LAme logo.

All OUT BLITZ

If the Bolts strategy is to cut-the-cord 100% and loyal fan base be damned, then they should do it.  With rumors that they will eventually rebrand, a la the Tennessee Titans from the Oilers, and change the name, it’s best to “rip the band aid off” and do the rename at the same time as the relocation.  Start completely fresh, not in waves.  This whole make-shift unveiling adds to the appearance of a knee-jerk reaction when we all know they have been strategically exploring this move for years.

FUTURE GAME PLAN

Winning cures all.  Southern Californians are a fickle bunch and unless the team is doing well on the turf, the team can’t expect to fill the seats.  With all the hype, excitement and years of loyal Ram fans awaiting their team’s return, the team was still only one of two NFL teams with under 90% capacity.   Now, adding a second team with an extremely limited tie to the market (the Chargers did start off as the Los Angeles Chargers after all) they have an up-field battle ahead of them.  If the LA Chargers (Or LA Traffic, LA Paparazzi, LA Smog, or whatever they eventually become) wants to be successful and evoke the passion that the team had during their lone Super Bowl run, they need to perform on the field.  With better marketing, branding, and creating an inclusive environment for shunned San Diegans, the Chargers can make the best of a tumultuous situation.

Or just go sign Antonio Brown, Aaron Rogers, OBJ, Luke Kuechly, JJ Watt and Ezekiel Elliott and bring the Lombardi home… to LA.

TWITTER AND THE NFL ARE BIG FREE AGENCY WINNERS

With Roger Goodell tweeting about the deal between the NFL and Twitter to broadcast Thursday Night Football, it looks like the next generation of consuming sports content is in full swing.  While the two players already had a working relationship, there are several reasons to be even more excited about the teaming of two blue-chip draft picks.

ALL-PRO PLAYERS
One thing we know is that the NFL is a juggernaut that doesn't make distribution or partnership decisions without significant strategy and foresight.  By all accounts, Twitter was not the highest offer and other teams (including Amazon, Yahoo, Verizon, etc) all bid between 30-50% more.  The partnership between the social media platform and the NFL was based more about opportunity than just plain revenue.  Like a veteran player accepting less money to play for a Super Bowl contender, the league made a strategic versus financial move.  And with Twitter's 350M users, it makes sense for the NFL to sure-up its roster by covering digital/social media with one of the top players out there.

SALARY CAP
Simply put, this is a win-win deal.  As much as the NFL wins with the ability to add a popular distribution channel, Twitter is also a big victor as they practically steal the rights.  $10M to broadcast the Nation's number one sport equates to a small OTA attendance clause in a QB's contract. By comparison, the NFL will get a total of approximately $450 Million from CBS and NBC for the rights to broadcast 10 games in 2016 and 2017, according to the Wall Street Journal.  Based on those deals, Twitter would have still scored a decent contract at $10M PER GAME! 

At only one million dollars per week, which the social media platform must easily spend in weekly marketing/SEO, they are able to become a destination hub on Thursdays.  Its a fantastic deal and also allows for the creation of more shoulder programming with Periscope, in-game highlights, live Tweets, etc.  Aligning with the NFL and having the most valued commodity in the world of content (NBC's Sunday Night Football was the highest rated series in America) makes this deal unbeatable.

OFFENSIVE GAMEPLAN
Like Sean Payton in film study, the NFL explores every angle and the best way to strategically position 'the shield'.  The league sees where there might be holes in the distribution secondary and they attack those areas to strengthen their game plan.  While its no secret that the league wants to be ahead of the curve for the next generation of 'cord-cutting' fans, the right platform is indeed key.    The NFL is well-covered on television with deals for that same Thursday Night Football package split between CBS, NBC, and their own NFL Network.  And with larger deals for broadcast rights with partners including ESPN, NBC, Verizon, DIRECTV, etc., there is no shortage of players on the traditional (and mobile) platforms.  So shoring up the OTT/digital special teams solidifies their roster.  This move was a no-brainer and inevitable.  We just didn't know what the name on the jersey would ultimately be.

FINAL SCORE
While only time will tell if this is a Super Bowl winning deal, it looks like both parties have scored.  They each addressed a free agent need and teamed up to provide desirable content across one of the most powerful social media platforms.   This is no Hershel Walker trade where only the Cowboys won big.  Its a true win-win with a big-time QB adding an All-Pro receiver to the offense.  Now let's see if the scoreboard will light up, in real time, at 140 characters per score!

MARKETING MAYHEM AND DYSFUNCTION - Advertising Winners & Losers

Did that commercial get your attention?  Is that ad you saw in a magazine stuck in your head?  Did that celebrity convince you to purchase their brand?

Ultimately, its the consumer's perception of the brand that matters most and as a marketing veteran and resident consumer myself, I wanted to share my opinion on some of the current efforts that work and some that drop the ball.

WINNERS:

ALLSTATE

The Mayhem DIY campaign is hilarious and attention-getting at the same time.  While we have heard ad nauseum about house, car, and medical insurance from Flo, a lizard, cavemen, etc,, how many of us DIYers actually thought our own wannabe construction efforts pose a real hazard?  Sure I have some duct taped wiring in my home (220 or 221, whatever it takes) but I never realized that it could be a real issue in terms of liability.

In these Allstate spots, Mayhem (played by former FX's Rescue Me actor Dean Winters) describes real peoples' DIY nightmare stories and encourages you to vote for the best one.  Allstate will then have a reenactment during the Super Bowl.  I subscribe that a campaign needs to have a creative story and a memorable hook or twist to cut through the clutter.  These spots do and as a fun little twist, users who register can win the DIYer's tools so they never fix or build anything again.  Clever.

Its an interesting twist on boring insurance commercials and overall, its refreshing and works.

Check out the sweepstakes page here.

And for more info on the insurance provider's other sponsorship efforts, click here.


RUNNER UP: 
Speaking of Allstate, the Allstate Sugar Bowl stunt was also a very eye-catching effort.  Showcasing how thieves (and Mayhem) can utilize your social media posts to gain insight to rob you while you are tweeting away at the big game, they went in and "sold" all of the contents of an unsuspecting victim's house while they were out.  The campaign utilized social and viral tactics to garner views and with +20M Facebook impressions within a day, I'd classify this as a very buzz-worthy success.

For more, check out this link.

LOSERS:

VIAGRA

I don't want to be the old codger who rains on everyone's parade.  I used to say that if you don't approve of content that isn't kid friendly, don't have your kid watch.  But there are some areas where I believe big advertisers like Pfizer are being irresponsible and crossing the line.

The Viagra ads run during the football season feature the attractive female discussing ... well, you know.  I understand football is the ideal target marketing for men interested in sexual issues (feel free to drop in your own Dallas Cowboys' offense is impotent joke here) but lots of kids, including my 9-year-old son watch religiously.

Its bad enough when they speak in code (using the term ED) but I can play that off as one of the many pharma ads run on TV that frankly none of us even know what illness they are used for.  But lately, Viagra has become less subtle and uses terms like "Erectile Dysfunction" and "Erection" now.  My son looks more confused than Eli Manning being blitzed and its only a matter of time that an innocent day of talking football turns into "the talk".

Perhaps the FCC or other governing bodies need to regulate when those ads are run or what they can do to dilute the terminology?  I'd appreciate it if the sexy lady on the bed doesn't make my son question the ad beyond "Dad, her jersey is blank so which team does she root for?"

Forbes has brought this up in past articles and its something we should address.  I'd love to hear your thoughts so feel free to add your comments.

An Amazing, Selfless X-Mas Letter From 11-Year-Old Girl About Her Cancer-stricken Grandmother

Amazing and caring young lady.  Share if you have someone in
your life who cares as much for their loved ones.

MORE RECENT SPEAKING ENGAGEMENTS

I am always excited to speak with various groups about my marketing experience and creative approach.  I demonstrate real-world successes versus theories and I've had the great fortune of addressing everyone from industry executives to colleges to high schools.

Speaking at the recent CTAM Think event for television marketing and millennials at FOX.

I find it works well to bring a combination of expertise as well as levity to group settings to be able to entertain while informing the audience.  If you've read The Surfer's Guide To Marketing you know by now that humor is a great vehicle to communicate the principles and strategies of dynamic marketing efforts.  And it makes for a fun afternoon!

In Miami on a panel hosted by on-air personality Dave Holmes

If you haven't had the amazing pleasure of hearing me speak (and who WOULDN'T want to experience that?!) then please follow me on social media and lets connect.  Who knows, perhaps I can bring some of my great strategies and (not so great) jokes to your group!

CTAM Think Event

It's never been a more exciting time to be in the world of entertainment marketing.  Along with the creative forces that develop desirable content, the world of technology has landed front and center in the platforms with which consumers get their content.

I preach about passion brands.  Those brands like Apple, NFL, ESPN, and others that evoke instant response.  They drive enthusiasm for their users and elevate their status over their competition.  And with the advances with technology, the debate about providing those hungry viewers with the best vehicle to consume the content they crave  has become significant in the industry.  Terms like TVE, OTT, VOD, and other acronyms that describe how you will "watch TV" in the future make for an exciting time.

I am proud to be discussing the marketing approach for the next wave of technology and how, in particular, millennials will consume content in the future.  The CTAM Think panel held at the FOX studios lot this week will be a great dialog for the future.  Both content providers and operators (the cable and telco folks who currently supply you with your networks) will discuss how we, as marketers, communicate the future of how consumers view their favorite show.

Father's Day

Looking for a fun Father's Day Gift? Want to show your dad a way to learn and apply marketing principles to everyday life?  And most importantly, want to get him an entertaining read that we know he'll enjoy?

Pick up The Surfer's Guide To Marketing and save $3 when you enter discount code: PT8RF4Y7
Click here to get your discount today!
https://www.createspace.com/4197986

Speaking Engagements

I wanted to provide a quick update to those who have inquired about having me speak to your organization, school, etc.  The answer, without a doubt, is always YES!  I enjoy the opportunity to entertain and enlighten peers and having sat through thousands of lectures throughout my career, I am confident that concepts, cases, and stories from The Surfer's Guide To Marketing will keep you entertained!

Today, for example, I am honored to speak to a sold-out group of successful businessmen at an Orange County luncheon.  I try to tailor my message ranging from specific marketing tactics when speaking to a university, to a more general Sports and Entertainment approach for a group like today.  From social media to traditional marketing to some of the best examples I've been lucky enough to pull off, I am always willing to share my experience and "work the room".


As a former stand-up comic, cartoonist, in-game announcer, online celebrity interviewer, and current marketing leader, I am confident that I can bring a fun, educational approach to your team, office, or school.  I am well versed in all levels including high school students that I've worked with through my non-profit T.E.A.M., to college students at ASU, USC, UCLA, LMU, Chico State, and San Jose State, to professional levels including Pepperdine's MBA courses and professional networking groups.

So if you would like to get this "Yeti From The Jetty" in person… give me a shout!

THE SUPER (COLD) BOWL

With the big game coming up, its time to discuss how to create a successful marketing effort during the most cluttered event in America.  In The Surfer's Guide To Marketing, we devote an entire chapter called Big Waves to marketing efforts that are developed and activated around the most competitive environment.    Retail during the holidays, travel during the summer, and of course trying to promote your product or brand during the Super Bowl.

Just like last week's contest at Mavericks that featured a record swell, the bar is raised when the world is watching.  With 40-foot faces crushing surfers, it is not for the weak or those who are fearful.  The big stage is only for those with the skills (and guts) to drop in on a wall of water four stories tall.

Even Laird Hamilton doesn't 

always win on Big Waves

This year, with the game in New York, it's shaping up to be an interesting experiment.  The biggest stage in the biggest city in the world.  And with bad weather looming, there is a significant chance that the elements might make for a marketing disaster!  And it wouldn't be the first time.

Several years ago, when the Super Bowl was in Dallas, we were challenged with creating an interactive consumer experience for AT&T and ESPN.  We accounted for huge amounts of traffic, excited fans wanting to participate, star-power with celebrities, and we ensured we had everything we needed to make our clients happy.  But as I say in the book, sometimes it isn't IF something goes wrong, but WHEN!  And the Case Study below is taken from the book and just goes to show that even on days with Big Waves, where the stakes are high, the competition fierce, and Mother Nature is ready to throw you a curve, you can utilize the proven marketing tactics in the book to avoid a wipeout.

CASE STUDY

The Big Game

The biggest event in the United States every year is the Super Bowl.  As a marketer, it’s the big leagues in terms of scale, cost, and exposure (see the chapter on Big Waves).  Ad time in the game costs seven-figures for a thirty-second spot and sponsorship of various official Super Bowl elements are a huge investment.  So creating your own Super Bowl event that cuts through the clutter and stands out among literally hundreds of events is a costly and extensive undertaking.

So when our client wanted to be part of the action of the Super Bowl, they approached us with the ultimate opportunity to demonstrate our Barnacle philosophy and latch on to someone else’s huge efforts.  For Super Bowl XLV in Dallas, our mission was to create a presence for our client at the big game in Big D…. but without the hefty price tag or reasonable lead time.  After all, creating an engaging experience that competes with the biggest spectacle in sports without all of the pesky budget or months of preparation is what every marketing veteran lives for, right?  But as the saying goes, “Go big or go home.”

When our client’s major sports partner announced that they were going to be broadcasting all of their television and radio shows from a local mall in nearby Fort Worth, including all of their talent-filled programs, we took this as an opportunity to drive awareness and branding without having to reinvent the wheel and create the event itself.  This weeklong festival would attract hundreds of thousands of passionate fans and it was simply our job to carve out a place on the reef to get our share of plankton.  

So in an expedited manor, we secured space and created the Digital Living Room activation that accented the various broadcasts and events throughout the week.  Our interactive booth would allow fans to experience our outdoor living room complete with sofas, tables, chairs, rugs, multiple flat screens showing the network’s programming in HD and 3D, broadband displays, and tons of branded premiums all promoting how our client and its partnerships were the only option for sports fans.  Add to that our beautiful Brand Ambassadors and Starfish appearances from Hall of Fame RB Eric Dickerson, former All Pro RB Christian “The Nigerian Nightmare” Okoye, and three-time Super Bowl Champion Roger Craig and we had an attractive booth that held it’s own with the existing large-scale production.

While some brands spend millions creating their own Super Bowl event including the Bud Light Hotel, DIRECTV’s Beach Bash, and more, we were able to reach thousands of passionate Super Bowl fans attending the shopping center’s events as a complement to the host network.  While our Digital Living Room was a component of the bigger picture, we served as a supporting actor to the main event and even provided value-add to their experience.   And in so doing, saved our client significant dollars playing the role of the Barnacle attaching to the existing event and the crowds they generated.

Editors Note:  As mentioned previously, surfers are the ultimate optimists and make lemonade whenever presented with lemons.  So when the 2011 Dallas/Ft. Worth Super Bowl week was hit with “the storm of the century” including wind, snow, and -5 degree temperatures, our outdoor living room seemed like a disaster in the making.  But, a few quick adjustments (and several large space heaters later) our virtual living room became a shelter from the elements for the crazy fans that still braved the cold.  While we had to endure some good natured ribbing for the unfortunate circumstances (including comments that our living room was “just like the fan’s own homes…only with five inches of snow inside”, or people wanting to tell Christian Okoye to change his nickname to “The Siberian Nightmare”, we still exhausted our inventory of client literature and branded premiums representing the maximum quantity of impressions we were targeting!

An AMAZING 2013!

Hello All.  I wanted to thank everyone for your amazing support this year with the release of "The Surfer's Guide To Marketing."  Its incredible to think that an idea in my head could come to fruition and be as successful as it is.

When I came up with the concept and wrote "The Surfer's Guide To Marketing" I thought it would be a great tool to help students and young marketing minds to see the amazing opportunities that live within my industry.  I had no idea that I would get such a great response from a diverse audience, support from friends, family, and interested consumers alike.

"The Surfer's Guide To Marketing" is on the shelf!

Having created T.E.A.M. to help motivate underprivileged students and showcase how they could excel in the world of sports and entertainment, I knew that showcasing my experience with brands like ESPN, NFL, ABC, etc. would resonate.  It was a formula I utilize in speaking engagements and when I meet with aspiring and talented individuals.  But until you put your heart and soul into a project, spend significant hours and energy creating it, and ultimately put it out for the world to enjoy, you don't know if you have a success.  It's something that I mention in the book as part of the marketing process but ironically I've realized it was also the feelings surround the creation of the book itself!

So as we end 2013, I wanted to thank everyone who helped me get to where I am.  All of the clients who had confidence in me and my team to develop campaigns that exceeded their expectations.  All of the creative and strategic minds that allowed me to join them to develop innovative efforts.  The amazing roster of celebrities, athletes, and business executives that I have been fortunate enough to engage and collaborate with.  And my family who go beyond this little "bucket list" project and stand by me regardless.

And most importantly, anyone who reads this and supports what I do.

"The Surfer's Guide To Marketing" was founded on the promise of providing an educational, motivational, and entertaining experience and I encourage you to read the book regardless of your career field.  Because had I not taken my own advice, I would have never taken a chance and written the book.  You can succeed in any field or activity you choose and if I can go from a packaged goods marketer to developing Super Bowl events, anyone can do it!  And as I always say, if a large uncoordinated man like myself can balance on a small board on large waves, then you can do anything!

Here's to a great 2014 and I hope "The Surfer's Guide To Marketing" provides an idea, an urge, or a spark to make your next year as great as mine was this year!

I Am Not One Of Jerry's Kids

In The Surfer's Guide To Marketing, I try to keep it entertaining and light by telling several humorous stories that have happened throughout my career.   While I end up as the punch line in most of them, the readers love to hear the crazy tales and humorous anecdotes that have occurred across the last few decades of my work.

And one of my favorite tales involves the legendary radio personality and Top 40 icon, Casey Kasem.  We all grew up on his countdown and he has been a legend in the industry across TV (as the voice of Shaggy on Scooby-Doo) and radio since well before I was born.  While I've had the pleasure of working with literally hundreds of celebrities, athletes, etc. and devote an entire chapter in the book to utilizing STARFISH (celebs) to drive your messaging, my all-time greatest celebrity encounter story with Casey is without a doubt "Number 1 on the List".

In the chapter on ENVIRONMENTALISTS, we discuss how cause marketing and philanthropy is the duty and responsibility of any forward-thinking brand.  I am a huge believer in charity and doing goodwill (if nothing else to offset the karma of a lifelong smart-alec).  There are so many good things a brand can gain while providing resources, awareness, and support to numerous philanthropic interests.  And having grown up with my mother serving in leadership roles with the Muscular Dystrophy Association, it was a natural fit for me to see charity as a tool to accomplish positive results in both the business world and the humanitarian world.

About a decade ago, after helping to organize a charity dinner for MDA featuring star athletes who made up the MDA "Muscle Team," I was asked to present the large novelty check of the proceeds during the Jerry Lewis Labor Day Telethon.  Along with my proud mom, I made my way to the local Los Angeles television studio (KCAL 9) to present the check live on-air.  That's when I met the legendary DJ and host of the local telethon, Mr. Kasem.  And while I had visions of grandeur on my mind as I made my way on stage (ok, I was hoping to just remember my line and not fall down), it was a nervous moment being on-air.  Remember, as a 6'5" gorilla in a china shop, I was always just a slight trip or bad turn away from knocking over the set, tote board, and Jackie Johnson!

Fortunately, with just mere seconds to go before we went live on the air, Casey was able to distract me and make me forget that I was about to go on in front of millions of viewers... BY CONFUSING ME WITH ONE OF JERRY'S KIDS!!!  For the complete hilarious tale and more like it, you know what to do...

Pick up a copy of The Surfer's Guide To Marketing.  Good luck Casey and know that you will always have a special place at the top of my embarrassing countdown.

ESPN's 30 For 30 - Eddie Aikau

Tonight, ESPN's award-winning 30 For 30 documentary series is featuring surf legend Eddie Aikau.  In "The Surfer's Guide To Marketing," we discuss the legendary life and legend of the Hawaiian surf icon.

In the Chapter on Puffer Fish, or becoming a strong, powerful brand when you don't have the resources to actually get there, we talk about attitude and fear.  Utilizing Eddie's legendary courage and willingness to put it all on the line is the ultimate example of how marketers and surfers must summon courage to be daring.  Please enjoy the excerpt from the book in honor of tonight's documentary on the legend that is Eddie Aikau...

"Eddie Aikau was a legendary surfer from Hawaii.  In 1978, Aikau was a member of the crew that ran into trouble in the Pacific when their boat began to sink.  In need of help, Eddie took his surfboard and set off in an attempt to paddle to Lanai to get help.  Unfortunately, he was never seen again.  But his attitude, confidence, and flat out heroism spawned the mantra “Eddie Would Go”.  I’m not saying that marketers should risk life and limb but you must also have the wholehearted belief that you can and will succeed based on your abilities.

One of the biggest flaws in business is self-doubt.  Not providing the support, resources, or fortitude necessary to truly support a campaign, initiative, or new idea.  While some people like your boss or CEO may sign off on the budget or give the green light, are they truly putting their wholehearted confidence behind the effort?  Show me a surfer who drops in at Pipeline with 50% effort on a big day and I will show you a surfer who is going to wipe out 100% of the time.

The attitude of the Puffer Fish is exactly that; if you think you are big, you can be big.  If you think you have the strategy, creativity, hustle, common sense, or just better offerings than the next guy, you need to exude confidence in that belief.  While the saying “fake it ‘till you make it” comes to mind, I would suggest that we refer to being a smaller fish as our ability to hunt like a great white while trapped in the body of a minnow.  (And hope we never get trapped inside the body of great white!)  It’s not the size of the fish in the fight, but the size of the fight in the fish.  I’d put those mean little Bettas that live in Dixie cup-sized containers at the pet store up against fish ten times their size.  If you believe you are big, and have the ability to perform well beyond your current capabilities, then you are indeed a prime candidate to act like a Puffer Fish."

Eddie Would Go.  Would you?

How The NFL Marketers Deal With Injury

While I am the first marketer to take advantage of buzz, topical events, and clever marketing ploys, I do have to give the NFL "the finger" for this one.  And I love the game, the league, and the players so believe me it isn't my first thought to jump on the NFL.  But as you might have heard by now, Arizona Cardinals safety Rashad Johnson lost part of his finger in the game against the New Orleans Saints last weekend.   (Check out the pics on TMZ)

Up until that injury, my friend and Hall of Famer Ronnie Lott held the distinction of being the only player to have literally sacrificed a digit for the game.  It has always played into Lott's tough guy persona and I will now concede that Johnson can be added to that space, especially since he didn't know he was missing the end of his finger until he took off the glove and the finger tip stayed in it!

The great Ronnie Lott in action

But should the NFL embrace this and actually, um. point a finger to it?!  As a league that has come under fire for their handling of injuries including serious head trauma and even the symptoms of depression that may (or may not) have lead to the suicides of several prominent players including Junior Seau, is it wise to embrace this latest injury?

The late Junior Seau

I pose the question because the Arizona Cardinals are embracing the situation.  Rather than shy away or even approach the incident with a matter-of-fact strategy, they have decided to make fun of a pretty heinous accident.  Today, the official Arizona Cardinals social media pages are bragging about their new foam finger souvenir...

Now don't get me wrong, I once told Ronnie after a great personal appearance for hundreds of fans that I wanted to "High FOUR" him (to which he gave me a "look" that only terrified WRs and RBs have seen up close) but I'm also not representing a brand on the hot seat.  It's a funny little attempt to capitalize on the publicity of the gruesome injury but having worked with disabled players in need, being close with retired players who have had injury lawsuits against the league, and even having provided services for Gridiron Greats, lead by HOFer Mike Ditka and former All Pro Kyle Turley, I understand that injuries are no longer a laughing matter.  How can the NFL settle a $700+ million lawsuit with players over injuries and then make light (and actually promote) that exact situation within the same month?

I reached out to Kyle and he had a strong opinion about it, as expected.  Kyle said, "That doesn't surprise me at all.  It's ignorance.  They (the NFL) will claim they have no responsibility and frankly, just must be void of conscience.  The NFL has some of the brightest minds in their PR and Marketing departments so they had to have thought this through and decided to do it anyway.    The Cardinals obviously care more about buzz and sales versus player health and safety."  

Would it be ok if Marlboro made black-lung balloons?  Jim Beam had branded drunk-driving crash helmets?  Or Smith and Wesson had target t-shirts?  I'd like to think that maybe those marketers wouldn't be so quick to embrace the worst possible results of their product.  I'm all in favor of being creative but you also need to be smart!  Because nothing says "hysterical" like the local mortuary sponsoring "free casket" night for the first NFL player who dies on the field.

Maybe the NFL should call a penalty on the Arizona Cardinals and give them a one-and-a-half finger salute.

Randy Rovegno To Speak at LMU's Social Media Class

The Surfer's Guide To Marketing author Randy Rovegno will be speaking to students at Loyola Marymount University Tuesday September 24th at 3p.   Working with Professor Andrew Rohm and his Social Media class, Randy will bring his expertise in the world of brand communication and showcase the need for students to position themselves positively utilizing the same tactics and strategies as classical consumer packaged goods.

Having recently presented a similar social media branding lecture to high school athletes at the San Diego Hall of Champions, Rovegno will bring his humorous approach to marketing set against proven tactics that he has utilized with consumer brands like ESPN and Sprint.  With his proven strategy of combining interesting case studies along with the latest trends in the social space, Rovegno will treat the students of LMU to a fun session that works in the practicality and real-world functionality of today's environment.   With the goal of having LMU students walk away from the session armed with the direction and tools to create their own ideal social media positioning and digital footprint, The Surfer's Guide To Marketing writer will have the undergrads "Tweeting," "Liking,"and posting their support for the session... in a professional, positive light worthy of any classically trained marketing executive!

Author Randy Rovegno with student athletes at the San Diego 

Hall of Champions Social Media Seminar