Insight Advertising, Marketing & Communications

Davey, We Hardly Knew Ye!

Welcome to our Business Publication - Last week the Iowa Stars made if official.  They are outta here.  Headed to Austin, Texas.  Davey Allison and the gang have already cleaned out the lockers.  While I've been in mourning...

It was a good idea.

And it was also good timing.  The Iowa Stars had a good run for the first two years.  The bottom dropped out this year and we landed in last place in the division.

But...I don't write about hockey.  We do marketing and advertising and public relations.  The stuff that really matters.

And from all of those fronts this was a decision that had to be made...now.  Here's why:

Timing - We'll have another AHL hockey team in Des Moines but we're going to need time to name them and brand 'em.  If the decision were to have come much later 2008/2009 would have been a tough sell.  It may be that already.

Branding - Conventional wisdom says we should not tie ourselves too closely to another NHL team so the name should be "neutral"  I'm not that convinced.  The other thing the future team needs to consider if the negative brand left behind.  There were lots of "green and gold" sold (see the guy with the jacket?) that is just one negative.  The other?  The Iowa Barnstormers.  Last Saturday night there were 10,800 fans in "The Well".  We've got to come up with a way to bring more excitement to hockey and it's got to be done quickly.  Here are some other quick branding problems we've got to overcome:

• High Prices - Season Tickets are $20 each.  There are 40 home games.  Do the math.  Two dozen french fries - $4.00.  A family of TWO can drop $100...easy.
• Fair Food - I love the State Fair...but something has to change at "The Well".  Funnel Cakes and Roasted Nuts....we can do better.
• Get Wild - Hockey is a full contact sport.  I've seen people ejected because they were "too loud".  Please.
• Poor Cross Promotion - Imagine giving away food certificates to Prairie Meadows "good only during the evening of Saturday, January 23rd"  Which just so happened to be a home game night.  What are you thinking?
• The "Out-of-Towner's" - The folks that make up the marketing and development arm of The Iowa Stars all came from "someplace else".  And you could spot that a mile away.  Want to win fans locally?  Get local.

In the end, this was a classic example of poor marketing and branding.  So, we need the time to build.  Will I be as solid behind another team?  Don't know...we've not yet started the process.  Besides, I'm a little grumpy these days.

Michael P. Libbie - Insight Advertising, Marketing & Communications where we're just sore nobody listened to us three years ago.  See ya guys...

 

Stars On "The Iowa Sportsman" - Tonight

There are plenty of reasons to be an Iowa Stars Hockey Fan...and tonight on the other radio show I do, The Iowa Sportsman we'll talk hockey!  (This was simply an excuse for me to use this photo of some friends at a game!)

The Iowa Sportsman Radio Hour is heard each Monday evening at 7 only on 98.3 WOW-FM here in the Des Moines Market.  If you want to listen from wherever you might live or work you can always listen live using your PC.

The Iowa Sportsmans Radio Hour is the broadcast version of The Iowa Sportsman Magazine and something I've been doing for our client for about 15 months.  I'm usually joined by my co-host Thomas Allen...but Thomas is out tonight.  So....I get to choose the topic:

Iowa Stars Hockey!  And before you scratch your head and wonder what the heck that has to do with hunting, fishing, cross country skiing, or noodling.  (Someday we'll have to talk about that!)  The answer is pretty simple:  It's all Iowa...and it's a great, tough, fast moving sport that many Iowa kids learn about on lakes and ponds (when they are not ice fishing!). 

Our guest tonight is the Assistant Coach of the Iowa Stars, Paul Jerrard.  Paul skated with the New York Rangers and the Minnesota North Stars of the NHL and was a member of the AHL Calder Cup Winning Hershey Bears in 1997.  Coach Jerrard is a native of Winnipeg, Manitoba and was hired as the assistant coach of the Iowa Stars in June of 2005.

We'll spend most of the hour with Coach Jerrard and you're invited to take part. 

The Iowa Sportsman Radio Hour...tonight at 7 on 98.3 WOW-FM here in central Iowa and brought to you by:

Mid-Iowa Toyota Dealers the home of the Toyota Tundra.  Looking for a great deal on a great truck...find your local Toyota dealer on the Mid-Iowa Toyota Dealers dealer locater site.  Our thanks to Toyota for their sponsorship!

Hoyt - The Bow Hunting Experience - Looking for the right bow...find it at Hoyt and D&J Archery in Fort Dodge or Southern Archery in Spencer.  Get Serious - Get Hoyt!

Michael P. Libbie - Insight Advertising, Marketing & Communications you NEVER know where we'll show up!

What If Your Employees Were Like This?

As you can see...we're gearing up for the 2007/2008 Iowa Stars Hockey Season.  I know...we're a little nuts about this sport and we're darn lucky to have the farm club for the Dallas Stars here in Des Moines.

As the calendar gets closer (just 38 days away) to the first puck drop of the season we're washing jerseys and unpacking the Iowa Stars posters, pucks and (of all things) bobble heads, I get a timely note from an employee of the Wells Fargo Arena.  I'm sharing this with you...because it's really a remarkable letter and something folks should point to as a baseline for employee participation.

John Jayne is the usher in Section 104...our section.  He has been the regular usher there for the past two years.  While on duty he has been spectacular.  Always considerate, asks about the family and goes out of his way to be of service.  His e-mail of today is no different:

"I just wanted to let you know that The Arena this year has asked for staff ushers for the Stars and Energy (basketball) seasons.  This is to have regular ushers at each section for every game. (unless illness, etc.)  Before, it was whoever was available and we were assigned a spot.  I have been appointed officially to the 104-105 section again this year.  Just wanted you to know that."

Pretty good to this point huh?  John had one more sentence:

"I'm looking forward to seeing and serving everyone again, and hope this will be a fun and successful year."

Ahhhhhhhh....  And, no the Wells Fargo Arena/Global Spectrum folks didn't ask him to do this...he just did. 

Employers often bemoan the lack of positive, engaged and loyal employees.  Wells Fargo Arena officials have a jewel here...we thought you might like to know.

Michael P. Libbie - Insight Advertising, Marketing & Communications where we celebrate the good stuff...daily.

Selling Hockey - Like Selling Seed Corn

This past week the Iowa Stars (AHL Hockey) replaced John Pettit who served as president of the club for the past two years.  (You can read the DSM Register article here.) John is a good guy...but the Stars need to come to grips with HOW to market the team to Iowans.  They can learn something from seed corn producers.

"What?", you scream..."What in the world does marketing seed corn have to do with selling a hockey team to Iowa?  Farmers need seed corn, Iowans don't need hockey!"  Let's look at it...

The Iowa Stars put less butts in the seats this past year (9.5% less) then they did in the first season.  Some of that is to be expected as the "first season hype" settled down.  But where the Stars failed was making the team "one of our own".

Look, there are a dozen seed corn producers.  Go to any farm show and you'll see a bunch.  They all survive because of BRAND LOYALTY.  While some will argue the small points there simply isn't much of a difference between Ottilie Seed Corn and Renze Hybrids.  But, both companies have created a solid fan base and they survive.

What can the Stars (or your company for that matter) do to capture the attention of a more broad fan (customer) base?  Here's a short list:

• Admit you just don't know Iowa and get an Iowan to help you market the team.  It's not that these folks from Michigan, Pennsylvania and Canada aren't great guys...but you can spot them from the length of the arena.
• Become part of other very successful Iowa events.  The Iowa State Fair, Iowa Power Farming Show, The Pork Expo are just a small sample of where you can mix it up with "regular Iowans".
• Create a "reason" (Other than good seats) to be an Season Ticket Holder.  Several corporations in the city did not renew their season tickets...why?  Why should they?  Got to give them reasons.
• Stop being so Politically Correct.  Hockey is a loud "in your face" sport.  Experienced fans "get into it".  If you want a sedate crowd...head to Principal Park and watch the I-Cubs.  Get the crowd into it at the game...raise the level of activity and noise.

Did we suggest these things to John and the team over the past two years?  Yes.  Response:  "0"

These four things work the same for selling hockey, seed corn, insurance or compact tractors: 

1. Know the Target Audience
2. Partner with Success
3. Create or Invent a Reason to Buy
4. Passion for the Product

Thanks for reading...what say you?

Michael P. Libbie - Insight Advertising, Marketing & Public Relations where we love our Stars and our passion for marketing and advertising...you can reach us by clicking here.

Hockey & Promotion

The Iowa Stars (AHL affiliate of the Dallas Stars) last night played to a 3 - 1 win over the Omaha Knights (AHL affiliate of the Calgary Flames) to take a 3 to 1 advantage in the best of a seven game first round Calder Cup Playoff.  They can close out the first round on Friday in Omaha should they win. (To those of you who don't like or have any interest in hockey...hang on...there is another message here...read on.)

Anyway, it IS a big deal for those of us who follow the game and, frankly, it is a big deal for Des Moines to have this caliber of hockey played at the new and beautiful Wells Fargo Arena at the Iowa Events Center.  Or so you would think...

This morning the sports page of the Des Moines Register had two stories about the win and that was nice.  There was also a note that the Stars rank last among the 16 AHL teams in the Calder Cup playoffs.  (1,453 fans on Monday  and 2,111 last night) That is NOT surprising...

It's not surprising because some of the major sports reporters simply ignore the Iowa Stars...and that is a shame.

Yesterday I spent several hours on the road and I was listening to WHO - Radio (the statewide 50,000 watt 'blowtorch' of a radio station out of DSM)  They have regular "sports reports" with the venerable Jim Zabel.  There was news about the Drake Relays, a story of Cub's pitcher Mark Prior who is out for the season and even a story about yet another Ferentz signing with the Iowa Hawkeyes football.  Jim gushed (yes gushed), "Yet another Ferentz joins his coach father Kirk at Iowa..." 

Nothing...not a mention about the Iowa Stars on the "Sports Authority".

So, what is the point?  The Iowa Stars are NOT a big deal...at least in the minds of the people that help inform and build momentum.  OR...could it be that the Front Office of the team needs to build better relationships?

Sure, this is a post about marketing and advertising and it is clear the Iowa Stars could use some major help in both...and maybe a little public relations might help a bit. 

Here at our little place we like to think of this as yet another business trying to "go it alone" in the world of marketing and advertising.  Once again a business says, "Hey, we know our business better than anybody...so we should be able to market our product/service better than anybody".   Sadly, that is not always the case.  In fact it usually spells disaster...or worse no mention at all.

Michael P. Libbie - Insight Advertising, Marketing & Communications where you can always make contact with us by clicking here. 

Sunday Morning Coffee

Sunday morning...that time when we can share some stories and thoughts that don't necessarily have much to do with advertising and marketing...or do they?

Grab a cup and let's visit for a couple of minutes.  You never know what might pop up.

I got an e-mail from a young lady in Panama City, FL the other day.  Kathy works at a place called The Boatyard.  It's a restaurant and bar on one of the bays.  When I was there in January with the National Tractor Parts Dealer Association (NTPDA) we had an evening at The Boatyard. You can click here to visit. It was Kathy who impressed me with her customer service and the way in which she went out of her way to make sure the 120 of us were well taken care of...so.  A SHOUT OUT to them and her....I get to be back there in a couple of weeks for a Farm Equipment Manufacturers Association meeting (FEMA - Yes, there is another FEMA!).  We'll look you up!

The Iowa Stars hockey season is coming to a close and we're still in the hunt for a play off in the Western Division of the American Hockey League.  There was a great story in this morning's Des Moines Register by Lisa Colonno (Who, by the way, does a wonderful job in covering the Stars).  The article is about the diversity on the Iowa Stars roster.  If you would like to read...just click here.  Good stuff and thanks Lisa.  Stars play tonight at 5:05PM against the Manitoba Moose....go Stars!

Back to eating!  This is Liz who was our server last night at Cafe di Scala here in Des Moines. If you want to visit just click here. It was an anniversary evening and we picked the restaurant on the recommendation of fellow blogger Sherry at DSM BUZZ. You can visit them by going here.  It was a great choice.  Excellent food, super staff and Tony Lemmo has a winner.  If you are fortunate enough to be in the Des Moines area you MUST eat here. It's just that simple.

We're off in a bit to the Iowa Horse Fair at the state fairgrounds.  We spent some time there yesterday working a couple of booths and listening to consumers.   Here's a shot of Nikki Ferraro doing her thing with a potential customer of Running Horse Elite Equine Nutrition.  Nice graphics...who is your agency anyway? (wink, wink, nudge, nudge...)

What NO MARKETING or ADVERTISING talk?  Sure there was...in the space of just a few minutes we connected you with two associations in the farm industry, two restaurants that understand customer service, a fellow BLOGGER, a newspaper article about diversity, an entire hockey team, a new horse feed company a non-profit equine association and the American Hockey League. WHEW!

Oh...the power of the BLOG.

Thanks for coming by for a visit!  Michael P. Libbie - Insight Advertising, Marketing & Communications where you can always contact us here.

"Thank You" Still Works

Last night the Iowa Stars Hockey Team (AHL affiliate of the Dallas Stars) held their annual Season Ticket Holder Party at Wells Fargo Arena here in Des Moines.  Fans had access to the staff and players for over two hours and...

while the team was saying "Thank you" to the fans for their support I was touched by how many of the fans I heard say, "Thank you for your efforts." 

It didn't much matter who was in earshot fans and players alike were involved in an evening of recognizing the importance of each other.  Sure, we pay for the privilege of going to the game and watching these young men play for themselves and for the team...but it's always neat when both sides understand how important the relationship is.

In addition to the mutual appreciation event the fans were also treated to an evening of one on one access to players and coaches (Photo: Coach Dave Allison).  We got to ask pointed questions and they got to respond.  How refreshing!  (I still think we need an "enforcer".)

Finally the management, staff and players all had great things to say about Iowa and Des Moines.  While we've got a couple of Midwest players (Minnesota and Michigan) Most come from quite a distance...Canada (both rural and urban - French and English), Sweden, Czechoslovakia, Hungary and many more.  All of them...each and every one praised Des Moines and the people of Iowa.  That was really nice.

Bottom Line:  So...do you say "thank you" to your customers often enough?  Do you take the time and spend the money to listen to what they have to say?  Is your relationship with your customers one sided or do you really want to learn?  Finally, just like there are other cities...so too there are other products like yours.  Do you spend your time building up your product or tearing down others?

John Pettit and his staff weren't betting on a Business Blog this morning...but they did something all of us can learn more from.  Thanks!

Michael P. Libbie - Insight Advertising, Marketing & Communications where we're not only grateful for our clients...it's our business to be listening. 

Iowa Sportsman Radio Hour

Some of you may know we do a radio show on 98.3 WOW-FM about the Rural Lifestyle...but since November I've co-hosted an outdoors show on the same station each Monday evening at 7:00PM.

My Co-Host for the show is the Executive Editor of The Iowa Sportsman, Thomas Allen.  Thomas is THE hunters hunter and fishers...fisher?  That didn't come out right.  He is as accomplished with a bow as he is with a shotgun or rifle.

Each Monday evening we talk about the Iowa Outdoors, what to do, where to go, and things that should be of concern to people who hunt, fish, hike, bike, camp...just love the outdoors and our great state.

On the show tonight we'll have Robin Pruisner from the Iowa Department of Agriculture.  She is the State Entomologist and is going to share with us a story about the Emerald Ash Bore.  It's no laughing matter...these little green insects have been known to destroy acres of Ash trees in as little as a growing season.  Currently the EAB is not in Iowa...but our mission is to keep it out.  We'll have some solid tips.

We're also going to talk about a Bill that is currently stuck in a legislative committee.  The Bill has to do with Iowa air and water and property values.  HF 873 sets some space restrictions and regulates how far from rivers, streams, lakes and private property a builder can construct a hog feeding facility, cattle feed yard or a Concentrated Animal Feeding Operation. (CAFO).  If you like the Iowa Outdoors...you should pay attention to our discussion tonight.

It all gets underway this evening at 7:00PM on 98.3 WOW-FM here in Des Moines.  Apologies to our out of area readers...more tomorrow about advertising and marketing...your things!

Michael P. Libbie - Insight Advertising, Marketing & Communications where you can make contact with us by clicking here.

Sunday Morning Thoughts

Grab a cup of coffee and let's visit a little bit.  It's Sunday morning, a great time to catch up with each other...I promise a nugget of Marketing & Advertising that may help you transform your business...

Saturday night my Iowa Stars (AHL farm club to the Dallas Stars and Edmonton Oilers) won!  BIG.  6 - 2 over the Milwaukee Admirals.  It was their first home game win since February 3.  Over 6,700 people were on hand to watch the game.  By my count a record number of folks in the seats.  So, how did this happen?  I asked my friends in the front office, Ed Chamberlain and Steve Cypher, to explain.  Of course they said, "It's hockey and it is catching on."  OK...I'll give them that but it was also a reduced ticket night for kids, free hot dogs and a huge sports show less than 100 yards from the arena.  Got to give it to them...they packed the house with a promotion and then the team came out and won in an exciting game.  The "promise and the "delivery".  Both critical to success in any business.  Have you put a gage on your promise and delivery lately?

How are you communicating...with the tools of yesterday or today?  I had breakfast this morning with two friends.  Both Jerry and Michael asked me about blogging.  Actually they asked "Why?".  Which is a good question.  My answer:  I am communicating with my existing and potential clients.  They are learning from me and I am learning from them.  It's another tool in communication and marketing.  And it works. 

  For you folks in the Des Moines area...we had an interesting radio show this morning. (If you would like to read about it just click through.)  Imagine making a living on 10 acres of land!  That is exactly what Rick and Stacey Hartmann do.  And...guess what?  Rick points to "relationship marketing" as a big part of the success.  So, the question comes back to you:  What are you doing to build relationships in your marketing effort?

The message remains the same:  If you knew how well your marketing is working...would you continue to do the same thing?  Think about it.  If you don't know...call us.  If you do know...but want to change...call us.  If everything is super...call us anyway.  We want to learn your secret!

Have a great day and let's strap in for Monday!

Marketing the Elephant in the Living Room

Easy to Build...Hard to Fill

By Michael P. Libbie, Insight Advertising, Marketing & Communications

Iowa is not a "big" state.  There are about three million lucky souls who live in the 55,000 square miles between the Mississippi and Missouri Rivers and the borders of Minnesota and Missouri.  (I do this geography lesson because so many folks have NO IDEA where in the heck Iowa is.)  You would think that in the nearly two years since the Iowa Events Center opened its doors on the new Wells Fargo Arena and Hy-Vee Hall most every person in the state would have made their way here.  Apparently not so and marketing this facility and what goes on here must be a nightmare.

Two weeks ago I, along with about 800 others, attended the inauguration of the new Governor of Iowa, Chet Culver.  The event was held at the Wells Fargo Arena...home to the Iowa Stars (AHL franchise of the Dallas Stars and Edmonton Oilers) and lots and lots of other concerts, shows, etc.  The single most heard statement during that event was,  "My, what a lovely (great, fantastic, awesome, wonderful) place this is!"  To which I followed up with the question, "So, first time here?"  You can guess that the majority response was..."Yes!".

One would think that with its large marketing abilities and budget coupled with the huge amounts of money spent by promoters (including the Iowa Stars) to advertise various events, shows and attractions that nearly all of the 3 million of us Iowans would have set foot in the facility these past 18 months.  But...not so. 

So, why this BLOG?  It just goes to show clients and advertisers how difficult and costly it is to attract attention and get a product or service noticed and then used.  I have no idea what budget Laurie Kemmit, the Director of Advertising and Sponsorship, has but I suspect we're well into six figures.  Now...as a business, manufacturer or service provider consider your advertising and marketing budget.  Is it large enough to really make an impact?  And, if you are attempting to "go national" or "go regional is the budget realistic?  Basic questions...no?

Thanks to the Downtown Community Alliance for the Stars Photo!