Part of the function of the marketing and communications division of the Amateur Softball Association of America is to create buzz both within and outside the softball community about our events without spending a bunch of money. While I don't expect my first blogging venture to accomplish this objective, hopefully some of the other strategies we have deployed will get the sports world excited about what has become the premier international softball event in the world, the World Cup of Softball presented by Kellogg's Frosted Flakes.
My blog over the next week is going to focus several items including the following:
-the overall "business" of the event
-fan interaction at the event
-fan perception on television
These are items that the staff working in the marketing and communications department have control over. Yes that's right fans, through our friends at the Active Network and the e-teamz community you get to take your shots at us for the TV announcers, TV producers, logos, on-air graphics, statistics, internet scoring, PA Announcer, game program, music selection, ticket prices, seating arrangements, 1/2 inning promotions, sponsor activation, merchandise, collectibles, concessions, etc. The one thing we don't control is "the field of play", including the umpiring but still feel free to moan, groan, jeer and cheer all of our friends in each uniform and wearing the almight "BLUE".
Since the marketing and communications team at the ASA consists of only 4 full-timers and one all-star summer intern (who, by-the-way, is going to be a shining star one day) we hire many of these duties out. This means that some of them can't be changed immediately, but your comments will help us enhance our events for the future and will ensure softball's World Cup, continues to flourish.
We have been promoting this event for months now, but the real countdown begins this week as we are less than 6 days away from the first pitch. All of the ads, commercials and promotions that we have been doing are starting to pay dividends as every reserved seat is sold out and general admission tickets are selling like crazy. Unlike the NCAA WCWS, the World Cup relies on OKC fans to roll out to ensure success. The WCWS attracts so many out-of-town fans supporting each team that ticket sales aren't quite as challenging.
In addition to ticket sales, on-air commercials on ESPN are almost sold out as well which really helps the overall budget for the event. If we do our job correctly, our partners at Kellogg's will be pleased with the visibility the Frosted Flakes brand receives during the event. What's even more exciting is that we just got word that Tony the Tiger will be in OKC. This means our all-star summer intern doesn't have to dress up like an American Eagle or Uncle Sam to be Team USA's mascot for the event.
Since I mentioned TV, I'd be remiss if I didn't alert everyone now to set their DVR for 7:30 eastern, July 13 for World Cup Opening Night on ESPN (USA vs. Great Britain). The reason I say DVR is that we aren't compiling each show for re-sale purposes so don't send us e-mails asking to buy it (as much as we'd like to sell it to you). ESPN won't let us do it. Any by the way, just because you DVR our event doesn't give your permission to skip our commercials. They are important so watch them and support our sponsors.
My first blog is complete and as time permits, you will be hearing from me each day as the event draws near and of course, while it's going on. The key is your feedback. Each one of you can literally transform the event for the world by giving me your feedback. We are reading so don't be shy...send me your notes and let's make this a real interactive experience.
Kelly McKeown
ASA Staff Member
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