Andy Boyer

Got it. What's Next?

Category: Marketing (Page 21 of 25)

If the University of Washington Was a Corporation

December 13, 2007 /

I hesitate to write this article because I am pressed for time and really want to do a good job on this one.  But the topic is starting to get stale, so I really need to bang it out.

uw2.jpgYou probably heard that the University of Washington fired Athletic Director Todd Turner this week.  It was a mutual decision, but one in which the school will pay him close to half a million dollars a year to NOT come to work anymore, before his contract runs out sometime in 2009. (Someone please tell me how I can get one of these gigs.)

I’m not a rabid Dawg fan or anything, but I do find the scenario fascinating.  Because two weeks ago, this same University made a somewhat controversial non-decision by not firing the football coach they already had.  Then a week later, out of the blue, his boss got the axe instead.  So I want to look at this from a pure business perspective, and analyze this as if the UW was a public corporation.

So, let’s call UW President Mark Emmert the corporation’s CEO. Let’s say the corporation has 3 major divisions – Athletics, Academics and Research.  Todd Turner is the Exec VP of Athletics.  Turner has a bunch of product groups under him, tasked with a number of brand categories.  The Director of Football is Tyrone Willingham.  Willingham has a bunch of Product Managers (his coaches) developing features (the players) for his overall product (the Football team).

Now for a few years now, the product has stunk.  And the main reason the overall product has stunk is that the features have not been all that great.  Willingham was brought in 3 years ago to improve the features and get a better product to market.

Now the shareholders (the alumni) have been getting restless.  They are tired of Oregon and WSU developing better products than them.  They are tired of their grandchildren wanting to buy WSU and Oregon products.  And a few key shareholders have been hinting at investing their money somewhere else.

So the CEO does what every CEO should do.  He asks his Exec VP – "What’s going wrong?"  Turner replies, "The current features are already built so you can’t change them.   The product managers are working hard, so they should keep their job.  And the Director of Football is a great guy who’s really trying hard, so we need to keep him as well." 

 Now the CEO has a problem.   His shareholders are revolting, and his Exec VP has just told him, "Hey man, everything is cool here. Everyone is really trying hard."

The CEO retreats into his office and thinks.  "Well, if this is them trying HARD, what happens if they stop trying?  And why doesn’t my Exec VP seem to care that we never hit our numbers?  Our biggest product in his department is continuing to underachieve, and he’s not mad – in fact he his proud of his guys for trying hard!"

uw1.jpgIn this scenario, the firing of Todd Turner makes perfect sense.  Really, CEO Emmert had no choice.  Underperforming product, no punishment of the low levels of management and no promises of improvement.  The axe had to fall at the top.

Now, college football has different timing than a corporation, but if you follow this analogy, I think it’s easy to imagine that the whole division is going to be "reorganized" sometime after the new boss gets in.

 

Where is news on the Google China Tax Evasion story?

November 25, 2007 /

So, here’s something that’s news because there’s no news about it.

On November 19, TechCrunch reported that Google was being investigated by the Chinese government for a number of tax issues, all of which were too difficult for me to understand or techCrunch to analyze or give perspective on.  My initial thought was that this was simply a follow up shot across Google’s bow.

If you remember a few months back, all the U.S. search engines in China had their traffic redirected to sina.com, in what many said was a response to President Bush meeting with the Dali Lama.  So now after a "tip" from someone, the Chinese government is going to fine and/or punish Google for some allegedly shaky financial bookkeeping.

Now if you ask me, when a company has more money than it knows what to do with, cheating a few bucks in taxes in a country it desperately wants to do business in would be downright foolish.  I simply can’t believe Google would purposely do anything improper in dealing with Byzantine Chinese tax laws when they desperately want to do business in this market.  It simply makes no sense for Google to try to cheat the Chinese government out of less than what one of their GM’s is worth in stock options.

But the bigger question for me is, why is TechCrunch the most respected news outlet covering this?  On a search on the terms – Google Tax China – there’s no WSJ, New York Times or even anything from the Bay Area papers.  Why isn’t anyone writing about the Chinese accusing Google of tax improprieties?   Is it part of some U.S. mandate that "We will not question the Chinese government?" 

 

Blended Ad Banner

November 25, 2007 /

wendy_Right_Rail_tile_125x8.gifCBS Sporstline Fantasy Football has been featuring a neat little ad banner that is constant throughout all aspects of the site.  This banner to the right is obviously not meant to be clicked on, but the brand marketers also realize that they don’t need to blast fantasy football players over the head with a loud advertisment on every page. Its subtlety is alomst subliminal, in the way it is omnipresent, but not obtrusive. 

Online advertising has made some dramatic swings to CPA and CPC models over the years.  But this ad shows how a successful campaign can – and probably needs to – incorporate a mix of Social Media branding, banner branding, and then CPC and CPA conversion ads. 

I’d be curious what the equivalent CPM is for this sponsorship.  But it’s the kind of that can run on a site like MyElectionChoices.com, or other web sites that provide a nice free service to customers, but aren’t really suited for acquisition based ads. 

Of course, this doesn’t even take video and podcasting into consideration, which is something that deserves its own post.  But according to a study from emarkleter published in February –

"The fastest-growing Internet ad format is video, which will see spending surge by 89% in 2007. When it comes to total spending, however, search advertising rules. In 2007, US advertisers will spend nearly $8.3 billion on paid search ads, $1.3 billion more than they did in 2006."

The net of the message is that when Internet marketers can exercise some subtlety and common sense into their online campaigns, rather than working off a spreadsheet that says "Louder is better," the whole online environment gets a little stronger.  We need more creative types that can see and appreciate subtlety, even though there isn’t an absolute ROI attached.    

 

Are You a Sports Widow?

November 20, 2007 /

sportswidow_sm.JPGI’m taking a few minutes to plug a new and exciting idea from two of Seattle’s best Marketing folks. Dave Sharp and Nan Hall have launched SportsWidow.com. The site is focused on aspects of a "Sports Family" and profiled tonight on King 5’s Evening Magazine.

Some of the many features include the following: 

  • Sports Widow Journal & Features – Topical commentary, tips, ideas about coping/ surviving in a house full of sports fans.
  • Store – Sports Widow® Wear and Gear
  • www.sportswidowradio.com : Pilot Radio Show – This sample 1-hour radio show features interviews with other Sports Widows, Boxer George Foreman and relationship expert Pepper Schwartz, PhD. It includes the Sports Widow Blues theme song by composer/vocalist Chris Sharp and the C. Sharp Trio (yes, she’s Sharp’s wife). www.sportswidow.com/podcasts/theme song.mp3
  • Fan Fare – Recipes and entertaining ideas for sports events
  • Resources – Book, website and movie recommendations

The team will be looking for content soon. “We plan to connect with Sports Widows through interactive media, traditional media, special events, social network meet-ups and products specifically geared to them,” says Sharp. “To that end, we are searching for partners who share our vision and passion for this subject and market.” Plans to roll out Sports Widow Entertainment, include a radio talk show, syndicated columns, cartoons, greeting cards, books, video games/instructional videos, and a television show.

Movaya Wants to Make It Easy to Sell Mobile Games From Your Web Site

November 15, 2007 /

movaya1.jpgNew product announcement from Movaya today, as they released version 2.0 of Plug N Play, which is a technology that makes it even easier for any online merchant (or even a blog) to sell mobile games from their web site, deliver them directly to the customer’s phone, and directly charge their cell phone bill. 

While the mobile game industry is still in its early stages, all signs point to an explosion in revenues of mobile games in the coming years. The new version of Movaya’s product comes after months of research and feedback from the several hundred web sites already implementing the platform.

The entire press release is available in a Social Media form at their blog.

Players Texting the Media

November 13, 2007 /

So here’s something I bet Bob Cousy or Wilt Chamberlain never did.

An ESPN.com article reports that when New York Knick Stephon Marbury left his team’s practice in Phoenix and flew home to Arizona, "The point guard reportedly sent two text messages to the New York Post saying that he had permission to leave the team in Phoenix and fly back to New York. He arrived at approximately 4 p.m."

So much for the need for PR guys and Agents.   

But how far could this go?  Think about Game 7 of the World Series, and a player in the dugout texts the announcers.  Or training camp where a player texts a reporter about a rumor or trade.  I know it’s all absurd, but if you told me a player would ever leave practice and make his press statement through an SMS text directly to a reporter, I’d have said that was ridiculous too….  

A few notes

November 12, 2007 /

So now that the dust is settling from the BlogWorld / Vegas trip, I’ll sprinkle in a few little bits that I have highlighted here in notes.  One curious
company we ran across was the expo’s media sponosor, a magazine called Blogger and Podcasting.

If you recognize the same kind of ironies that roughly 98.6% of the conference attendees noticed, you will chuckle and say to yourself, "Interesting.  A print magazine dedicated to an industry whose sole purpose is to put print magazines out of business."  Or, you might be less generous and say something far more disparaging or mean.  Even the conference panelists on VC funding made special note, commenting on how they would pass on any deal that involved a magazine about blogging.

Is this newsworthy from a "Bubble Watch" standpoint? It certainly shows that there are market inconsistencies.  And it probably wouldn’t be too problematic, if it wasn’t coupled with the fact that Exhibitor booths at BlogWorld were peppered with Booth Babes.  I think this shocked me more than anything, because I can’t think of a group of people that would be less impressed, and dare I say possibly intimidated and annoyed, by scantily clad models who have no idea what they are talking about.  When BlogWorld starts taking on a Comdex feel, something seems off-base. 

 

Sonics 2.0

November 2, 2007 /

The NBA kicked off season #40 in Seattle last night, in a game notworthy for it’s few absolutes:

  • It wasn’t the actual first game of the year, as the team had played in Denver the night before
  • It may or may not have been the last home opener in team history.
  • They never looked like they would get killed, and never looked liek they would win.
  • The roster is stacked full of people you may have heard of, but wouldn’t recognize if they sat next to you.
  • The arena was almost full
  • The fans didn’t quite know how to root for the players and boo the owners

But that made for an interesting dynamic. Some of the recognizable attractions remain – like Squatch, the Boom Squad and Sonics Dance team. T-Mobile still has big ads and the Dunking Ushers still put on a cool show. But there were no more Starbucks ads, and unless I missed them, the Southwest Airlines promotion seemed to be gone. At least there was no ad for the Stillwater Savings and Loan or Petroleum Workers Union 476.

There were some very noticeable handmade signs that I’m surprised fans were allowed to bring into the arena, including, "Noklahoma" and "Trade Bennett." It certainly would not have been unreasonable for an ownership group to force security to remove signs that denigrade the team or execs.

The loudest roar of the night was not prompted by the scoreboard, Squatch or PA Announcer – it was started by the fans and was simply a cheer of, "Save Our Sonics" that reverberated through the stadium for a few minutes. KJR’s Softy Mahler could be seen in the corner of the stadium taking part, and maybe 10% of the stadium was standing for it. With a little more organization, this cheer could take on a bigger role in future games, much like the "Go" ‘Huskies" cheer at UW shifts from side to side.

And finally, here’s an angle people aren’t writing about. The sales, marketing, admin, HR and other folks who work for the Sonics today are all Seattleites. They don’t want to move to Oklahoma. So you have owners who want to go, fans who want them to stay, employees who want them to stay and players who don’t care.

But one thing that is absolute – Kevin Durant is going to be a stud.

« Older posts Newer posts »

© 2025 Andy Boyer

Theme by Anders Noren — Up ↑