The MichiganDoify-Saturday, May 14, 198Q -Page 19
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Sp'or
AD so Promotion,
s'needed
to bala
By ALAN FANGER
High schools, colleges, and univer-
sities need to employ extensive
marketing and promotional campaigns
in order to balance athletic budgets
during the next decade, several
prominent athletic directors said
yesterday during the first day of a two-
day sports promotion seminar at
Crisler Arena.
The conference, which attracted
more than 300 athletic administrators
from 33 states, was highlighted by
lectures on fundraising, special event
promotions, and direct marketing
techniques. Michigan Athletic Director
Don Canham organized the event, along
with promotions director Mike
Palmisano.
Speakers at the seminar encouraged
administrators to develop programs
which could produce financial benefits
for both co-operating businesses and
spensering institutiens. They alse
encouraged promotional efforts on
behalf of non-revenue-producing, as
well as revenue-producing, sports.
"You have to promote income-
producing sports that are second and
third," said Dave Harst, Missouri's
athletic director. "But don't bite the
hand that feeds you," he added, in
obvious reference to football's potent
revenue-producing punch.
Hart also stressed the importance of
attaching a theme to any marketing
campaign. At Missouri, he brought
about a dramatic increase in basketball
attendance by coining the slogan,
"Missouri Basketball is Big Stuff." A
related commercial, which was shown
on television stations across the state,
ince sports
featured the entire Missouri squad and
coach Norm Stewart performing slam- explained Potts. "W
dunks. (They actually had to stand on Day against Baylor,
chairs to do it.) bands in free, butv
Businesses and corporations, Hart every tuba player
said, are often willing to sponsor events father, and a girlfrie
and promotions simply by attaching after the fathers, the
their name as a sponsor. As an girlfriends.
example, Hart pointed to the' 42 "We've done a lou
"courtesy cars" which his department had to pay for it. The
received from various automobile have is waiting to wii
dealerships, in exchange for Cedric Demsey
recognition in the football souvenir fundraising wouR
program. lifeblood of surviv
"There was a time in intercollegiate
athletics when marketing, fundraising,
and promotion were considered dirty
words,' said Southern Methodist reB i d
Athletic Director Russ Potts, who has
received national' acclaim for his
innovative promotions. "But the 1980's 1n h Q'
'The same philosophy for filling 64,000
seats works for filling 1,000 seats," There are innov
Potts assured high school promotions, and t
administrators. "You just scale down Bredehoft's metho
the philosophy, take the idea, and run Choose the second m
with it. you wish, but be pre
"Empty seats do nothing for you. charges of insanity.
They create echoes. You have to create
excitement-you -have to get people BREDEHOFT,1
talking about it," he added. Potts used garde athletic direct(
that philosophy to more than double has pulled every con
SMU's football attendance from 1977 to his enlarged bag of tr
1979. He glowingly boasted about stimulate interest
selling out Texas Stadium for the SMU- program. At yes
Baylor game "the same day Texas and promotion at Crisler
Oklahoma were playing eight miles promotions have
down the road" in the Cotton Bowl. successful becauseI
"We had a theme for every ballgame "profit-conscious
and a different coroorate partner, " nripntp i1d
budgets
hen we had Band
, we had to let the
we also knew that
had a mother, a
nd. And so we went
e mothers, and the
usy job, and we've
biggest cop out we
n."
of Houston saidI
d become "the
al" for athletic
departments during the next ten years.
He encouraged departments to
"promote activities outside the athletic
arena," including concerts and ice
shows.
In response to rapid inflation,
Dempsey said athletic departments
"either have to change programs or
find new resources." He added that
gate receipts cannot act as the sole
means by which entire programs can
befunded.
'ehoft's schemes:
native or' insane?
vations in sports
then there's Ted
id of innovation.
node of operation if
pared to encounter
THE coy, avant
or at Wichita State,
ceivable idea out of
ricks, in an effort to
in an obscure
sterday's sports
Arena, he said his
been largely
his department is
and results-
The Total Confidence Plan (TCP)
for season ticket sales. Fans
purchasing season tickets could receive
a 50 pecent refund for every Wichita St.
home loss, but the dissatisfied
customer had to personally request the
rebate.
* A new plan for football ticket sales,
called Save Our Shockers (SOS). Any
student who sells three season tickets
will receive a free credit hour of tuition.
-ALAN FANGER
urien~eu.
Some of Bredehoft's wacky, willy
schemes include:
" A "Money Pickin' Scramble"
which took place during halftime of a
football game. Four contestants were
picked to converge on the 50-yard line
and attempt'to pull as many $1 bills as
they could grab from a cage full of
25,000 singles. To fund the venture,
Bredehoft went to a local car dealership
and asked for $4,000. In addition, the
dealership would receive sponsorship
of the event. Bredehoft said his
department would foot the remainder
of the bill, should the contestants
emerge from their collective effort with
more than $4,000. He ended up paying
slightly more than $100, and received a
much larger sum in additional gate
receipts.
" A reallive camel race at halftime,
which included betting by donors.
Contributors received an elegantly-
clothed camel blanket.
o The distribution of more than 25,000
clickers to football fans, for use
following Wichita first downs and
touchdowns. Bredehoft said "Shocker
Clicker Fever" carried over into the
next day's church services and
classrooms in the community.
Man knows where he's going
by where he's been
Doily Photo by DAVID HARRiS
FORMER UNIVERSITY OF DETROIT and Detroit Piston coach Dick Vitale
does what he loves to do best-talk-at a seminar held yesterday at Crisler
Arena. Vitale and several other spr adminitrator#pike is hk i'onsk'si -E
sports.prom.o©ton.And-narketing .casir